7 Unexpected Marketing Wins You Can Achieve with a Virtual Tour
Budgets are tightening in today's real estate market, and your marketing budget is probably no exception. But before you cut back on specific marketing activities, take a look at the tools you already use — they may offer features you don't know about that can help you promote your listings at no extra cost.
One of our favorite sources of hidden marketing features is the virtual tour. Not only do you get three major visual assets (an interactive 3D tour, listing photos, and a floor plan) from one photoshoot, but these platforms also offer a wealth of tools you can use to market your listing.
Today, we're going to explore seven marketing wins you may not have known you could achieve with a virtual tour. And, bonus, these are things you can (and should!) talk about in your listing presentation to win over sellers (but more on that later).
Let's dive in:
1. Create feature sheets
Have an open house coming up? Help your listing make a lasting impression by offering printed feature sheets to attendees. There's no need to open Canva or Photoshop — your virtual tour solution can create this for you!
Let's use 3D virtual tour provider iGUIDE as an example. Their platform automatically generates a visually appealing Feature Sheet with photos, a floor plan, and property info in just minutes. The feature sheets are generated as a PDF for easy printing or sharing online.
2. Share downloadable floor plans
Did you know that listings with a floor plan spend 50% less time on the market, according to Zillow research? That's great news for agents who use 3D virtual tours, as most come complete with floor plans.
Floor plans often mean detailed measurements of your listing have been taken, too — but check with your virtual tour provider to see how accurate these are. iGUIDE, for example, uses a time-of-flight LiDAR laser to capture accurate measurements of the space, which can be viewed directly on the tour.
You can use these measurements in your listing. If iGUIDE is your virtual platform, visitors can see these detailed measurements in your virtual tour under the "Details" tab. There, visitors can also download a PDF of the floor plan.
You can share these PDFs, too! They're easy to print, email, and upload to your website — or, if you convert them to image files, you can share them on social media. (See a sample PDF here or navigate to the "Details" tab below to see one available in a live 3D virtual tour.)
3. Highlight selling points or property features in your 3D tour
One of our favorite virtual tour features is the ability to add tags throughout the tour to highlight your listing's unique selling points. Does your listing come with luxury appliances, like a Viking stove? Tag that in your tour to grab buyers' attention! It's the next best thing to showing off these features in person.
Tags can include text, photos, and even videos — you can use whichever medium best highlights your listing's best features.
4. Share directly to social
Sharing your listing on social media is an expected part of any marketing plan. Unlike photos or videos, it's not so easy sharing virtual tours, however.
Technology to the rescue! Many virtual tour platforms, including iGUIDE, will generate snippets of your tour as an image file that you can share on social media.
5. Use as a landing page
Using online ads to draw attention to your listings? No need to create a brand new landing page — just direct your ads to your virtual tour. This works well because virtual tour platforms, like iGUIDE, don't just offer a digital walkthrough of your listing. They also offer property details, detailed measurements, photos, local maps, and more — all branded to you and featuring your contact information.
You can also promote your virtual tours in your offline marketing. Use a QR code or short URL that leads to your tour on yard signs, flyers, postcards or other printed marketing.
6. Impress your sellers with data
We're going to switch gears. While previous items are about marketing to buyers, the next two are about impressing your sellers — the key to winning referrals, testimonials or repeat business from them in the future.
When evaluating which virtual tour solution to use, ask if they offer analytics. iGUIDE, for example, provides data on how many people are visiting your tour, how they're interacting with it, which areas are getting the most attention, and how long viewers are spending in the tour.
You can share this information with your sellers to show your value and demonstrate the marketing you are doing on their behalf.
7. Include tour data in your closing gift
Your transaction may be drawing to a close, but that doesn't mean you can't stay top-of-mind with your client.
If your virtual tour provider allows you to download your files, as iGUIDE does, you can give this data to your seller at closing. Load up the files on a USB stick that's branded to your business and include it in your closing gift. It's a nice gesture that plays on the nostalgia your sellers may feel about their old home — and it helps keep you top of mind for when they're ready to transact again.
BONUS: A flyer to include in your listing presentations
The items above are great talking points to cover in your listing presentation as part of your marketing plan! To help you start that conversation, we're including a downloadable listing flyer that you can incorporate into your listing presentations, courtesy of iGUIDE.
Download the listing flyer now to help you win your next listing presentation! Then visit goiguide.com to learn more about iGUIDE.
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Articles
The Hybrid Agent: Balancing Digital and Traditional Real Estate Practices
In the dynamic world of real estate, where traditional meets digital, a new breed of professional is emerging — the hybrid agent.
As technology continues to reshape the landscape of the industry, savvy real estate professionals are finding the sweet spot by seamlessly integrating both traditional and digital practices into their approach.
Embracing the Digital Wave
Gone are the days when real estate transactions were solely dependent on yard signs and word-of-mouth referrals. Today's market demands a digital presence, and the hybrid agent is quick to adapt. Social media platforms have become virtual showrooms, and websites serve as the modern storefronts. Embracing this digital wave is not just about staying relevant; it's about thriving in a rapidly evolving landscape.
The hybrid agent leverages the power of online marketing to cast a wider net and connect with a broader audience. From eye-catching property listings on Instagram to targeted Facebook ads, these tech-savvy professionals understand the importance of meeting potential clients where they spend their time — online.
Navigating the Digital Toolkit
In the world of the hybrid agent, a well-rounded digital toolkit is a must. This arsenal includes high-quality photography and videography to showcase properties in the best light. Drones capture stunning aerial views, and virtual tours transport potential buyers into the heart of a home from the comfort of their screens.
Moreover, staying ahead in the digital game means mastering social media algorithms, understanding SEO strategies, and cultivating a strong online brand. The hybrid agent is not just a real estate expert; they're also social media maestros, crafting engaging content that tells a story and builds connections with their audience.
The Human Touch in a Digital World
While the digital realm is a powerful tool, the hybrid agent recognizes that real estate is fundamentally a people-centric business. Despite the convenience of online interactions, nothing can replace the value of a personal connection. The human touch is what sets the hybrid agent apart — a warm handshake, a friendly smile, and the ability to truly listen to the client's needs.
The hybrid agent understands that emotions play a significant role in real estate transactions. Buying or selling a home is not just a financial transaction; it's a life-changing experience. By combining the efficiency of digital tools with genuine human connection, these agents create a balanced and holistic approach that resonates with clients.
Bridging the Gap Between Generations
One of the unique strengths of the hybrid agent is their ability to bridge the generation gap. In a diverse market where preferences vary across age groups, this is no small feat. Baby boomers may prefer face-to-face communication, while millennials and Gen Z are digital natives, relying heavily on online research.
The hybrid agent effortlessly navigates between these preferences, offering a tailored approach that appeals to everyone. They understand that effective communication is about meeting clients where they are comfortable, whether it's a traditional phone call or a quick message on a messaging app.
Adapting to Market Trends
Real estate is a dynamic industry, and the hybrid agent is always one step ahead of the game. By staying attuned to market trends, they can adapt their strategies to capitalize on emerging opportunities. Whether it's incorporating 3D virtual reality tours during a pandemic or utilizing artificial intelligence to analyze market data, these agents are on the cutting edge.
The ability to embrace change and adopt new technologies positions the hybrid agent as a forward-thinking professional. This adaptability not only benefits the agent but also ensures that clients receive the best and most innovative services available.
The Future of Real Estate
As we look ahead, the hybrid agent is undeniably the future of real estate. The ability to seamlessly blend digital and traditional practices creates a powerful synergy that caters to a diverse and ever-changing market. While technology will continue to evolve, the human element remains at the heart of successful real estate transactions.
In conclusion, the hybrid agent is not just a real estate professional; they are a strategic blend of the old and the new. By combining the efficiency of digital tools with the warmth of personal connections, these agents navigate the real estate landscape with finesse. As the industry continues to evolve, the hybrid agent stands tall — a testament to the harmonious balance between tradition and innovation.
To view the original article, visit the Transactly blog.
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6 Essential Privacy Settings for Your Smartphone
How would you feel if you lost your smartphone? It feels like your entire life is on your smartphone. That's because it's more than just your everyday tech device: it's your computer in your pocket.
You use it to communicate with clients, access your transactions, schedule appointments, navigate to showings, and generally manage your business on the go. But just like you lock up your physical office to secure sensitive client information, you must also lock down your digital data. After all, we don't leave a key under the mat for clients to access a home!
Safe and secure
Because smartphones these days are incredibly powerful mini-computers, that computing power comes with privacy risks, especially if you don't have the proper settings in place.
You would never want a client's personal information to fall into the wrong hands, but if you don't have the right privacy settings on your phone, you're taking that risk.
Fortunately, with a few fundamental privacy tweaks, you can secure your smartphone and protect your clients and business.
Here are 6 essential privacy settings that every real estate agent needs on their smartphone:
Screen lock: Securing your front door
Think of your smartphone as if it were your home. Just as you wouldn't leave your front door unlocked, securing your smartphone with a screen lock is critical. This feature is the first barrier against unauthorized access.
A strong PIN or password can be likened to a high-quality deadbolt — difficult for intruders to bypass. Biometrics, like fingerprints or facial recognition, offer convenience and an additional layer of security, acting as personalized, uncopiable keys to your digital home.
Pro tip: Regularly updating your screen lock settings ensures that your first line of defense remains impenetrable.
App permissions: Who has the keys?
Granting app permissions is akin to handing out keys to your home. It's essential to periodically audit these "keys" to ensure only the necessary apps can access your data.
For example, a mapping app may require your location to function effectively, like giving a gardener access to your backyard. However, a simple note-taking app requesting access to your contacts or location might raise red flags — why would the app need that to function? Regularly reviewing and revoking unnecessary permissions is like changing the locks after a key has been lost; it's a crucial step in maintaining your privacy.
Multifactor authentication: The alarm system
Two-factor or multifactor authentication (or MFA – read more about it here) acts as an advanced security system for your digital property. Even if a hacker manages to guess your password, using an additional verification step, such as a code sent to your phone or email, keeps them shut out.
Think of MFA as an alarm system that notifies you of an intruder's presence and stops them in their tracks, providing an additional layer of security. Implementing MFA, especially for email and social media, is akin to installing motion detectors and cameras around your home, offering you peace of mind that an extra layer of defense is in place.
Location services: The privacy fence
Your smartphone's location services can be incredibly beneficial but pose a privacy risk if not managed correctly. Think of location as your digital property's boundary. Just as you construct a fence for privacy, it's wise to control which apps can access your location and when. Adjusting these settings to "While Using the App" ensures that your location is shared only on a need-to-know basis, like opening your gate for guests during a visit and then securely closing it afterwards.
Public Wi-Fi: Leaving the door unlocked
Connecting to public Wi-Fi without protection is like holding an open house without leaving the front door open so anyone can enter, as it poses potential risks to your privacy and security.
A solution is to use a virtual private network (VPN). It encrypts your data, effectively creating a private viewing for your online activities. This ensures that your digital communications and activities remain confidential even in a public setting, safeguarding sensitive client information and your personal data from digital eavesdroppers.
Software updates: Home renovations
Regular software updates are the renovations and repairs of your smartphone. These updates patch security holes and enhance functionality, like fixing a sticky door or replacing a broken window: both can make a home more secure.
Neglecting software updates can leave your device vulnerable to new threats, like letting a property fall into disrepair, which can lead to more significant issues. Setting your device to update automatically ensures that your phone remains in top-performing condition, safeguarded against the latest security threats.
Protecting your – and your client's – privacy
Remember, remaining vigilant and proactive to protect sensitive information is the best way to keep your client's trust. Implementing these six essential privacy settings will fortify your smartphone against potential breaches, ensuring that your digital device remains a secure and private environment for conducting business. This protects you and solidifies your reputation as a diligent and conscientious agent in the eyes of your clients.
Finally, if you need help with any of these steps to make your phone more secure, just reach out to the Tech Helpline for support!
Related reading
Top 5 Ways for Real Estate Agents to Protect Their Data and Personal Privacy
4 Ways to Improve Your Cybersecurity
6 Reasons Not to Use Similar Passwords and the Best Alternatives
To view the original article, visit the Tech Helpline blog.
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Products
RPR for Commercial
RPR for Commercial
For those specializing in commercial properties, this program providers users comprehensive market data on a single platform. You can search for data by demographic, psychographic, or spending information to identify areas of high concentration of the customers your client is looking to target. RPR for Commercial also helps business owners find a location based on an analysis of spending data within drive time, radius, or general area. Commercial reports can also be put together in minutes for your client to show trade area, business opportunities chart, or property reports as well.
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Get.realtor
Get.realtor is your premier destination for revolutionizing your online presence in the real estate industry. We specialize in providing top-level domains such as .realtor™ and .realestate, coupled with cutting-edge website solutions tailored to elevate your business to new heights.
At get.realtor we understand the significance of a strong online presence in today's competitive real estate market. Backed by the NATIONAL ASSOCIATION OF REALTORS® our mission is to empower REALTORS®, real estate professionals and businesses by offering them the tools they need to establish a distinctive brand identity and excel in the digital
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CRS Data MLS Tax Suite
Empower your REALTORS® by adding the MLS Tax Suite as a membership benefit. Since 1989, CRS Data has provided you with a wealth of tax data. Our new, customized MLS Tax Suite by CRS Data integrates seamlessly into your MLS system and gives REALTORS® current tax data, detailed maps and robust features on all browsers and devices. Find listings and FSBOs quickly, evaluate them effectively and give clients professional
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RPR for Agents
Realtors Property Resource® (RPR) is a national property database from NAR® designed to provide REALTORS® with advanced technology tools and features needed to provide clients and customers with dynamic reports and analytics. These features assist in helping your clients and customers make informed decisions when buying or selling property.
The Realtors Property Resource application:
Is exclusive technology only for REALTORS
Does not allow public or consumer access
Is a NAR® member benefit provided at no additional charge
With RPR, All REALTORS® can access:
Tax assessment and public records on over 150 million parcels of propertyin the U.S.
Mortgage and lien information
Largest national database by county of foreclosure, pre-foreclosure, REO and default
Nationwide school data, test scores and parent reviews
Dynamic mapping: School Zones, Neighborhoods, Zip Codes, Cities, FEMA etc.
Geo-spatial data including aerial photography, street level and bird’s eye view
Census, demographic and lifestyle data
Neighborhood information
Comprehensive property and neighborhood reporting
If the local MLS has partnered with RPR to include MLS data in the system, REALTORS® will also have access to:
MLS active, sold, pending, expired, withdrawn and canceled statuses
Historic listing comparison tool
Realtor Valuation Model® (RVM®)
Refine property facts, comparables and RVM® for custom valuation report
Charts and Graphs will include trends calculated from MLS data
RPR also offers Broker branding to help reinforce your brand as part of the
Want to get started? Watch this video on creating an
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Industry News
Realtor.com Calls on Industry to Join Campaign to Stand up for Buyer Representation
Consumer campaign showcases the value and expertise of buyer's agents during the home sale process with 111 tasks an agent does in a typical transaction
SANTA CLARA, Calif., April 18, 2024 -- Realtor.com® is standing up for buyer's agents and is calling on the industry to join them in a new campaign that highlights to consumers everything that agents do for them before, during and after the homebuying process.
The national multi-tiered integrated marketing campaign launches this week across print, digital and social channels and showcases an astounding 111 item to-do list that an independent buyer's agent facilitates during the homebuying transaction. The tagline, "Here's 111 things to-do, or, do 1 thing. Find a buyer's agent," is a call to action for consumers to find a trusted agent to represent their interests during the often costly and complicated home purchase process. The campaign debuted yesterday with full-page ads of the 111 item to-do list in the Wall Street Journal and New York Post.
"Buyers need professional support and expertise while navigating the largest financial decision of a lifetime, especially amid challenging market headwinds," said Realtor.com® CEO Damian Eales. "The goal of this campaign is to make sure every American understands the value of having a buyer's agent represent them by showcasing all the services they provide clients in a typical transaction. We're asking everyone in the industry – agents, brokers, MLSs, and even portals – to join the cause to help make sure consumers get the representation they need and deserve to avoid making costly mistakes."
In an opinion piece published in the Wall Street Journal this week, Eales wrote about the benefits of the U.S. model providing lower overall costs and better representation for buyers and sellers alike, "Americans chose this model for good reasons. Before the 1990s, few people in the U.S. used a buyers' agent. Yet home buyers began to demand representation, especially low-income and first-time buyers who needed help navigating the process. Consumer-rights advocates championed this development. As buyers' agents became more popular, eight states even banned the old model of a single agent representing both parties. Americans effectively gained two agents for the price of one, and that price has fallen from over 6% to closer to 5% today. Discouraging the use of buyer's agents would reverse this progress."
As part of the campaign, Realtor.com® is calling on the industry to support the effort and help spread the word via a campaign toolkit that will launch in the coming weeks. It will include customized assets, including a print ad, billboard ad, poster, newsletter, videos and social assets to share via social media, direct mail and other channels.
For those who want to join the cause today:
Reshare Realtor.com®'s LinkedIn, Facebook, Instagram social posts
Share your logo by filling out this form to receive customized assets as soon as they are available. Questions can be directed to [email protected].
About Realtor.com®
Realtor.com® is an open real estate marketplace built for everyone. Realtor.com® pioneered the world of digital real estate more than 25 years ago. Today, through its website and mobile apps, Realtor.com® is a trusted guide for consumers, empowering more people to find their way home by breaking down barriers, helping them make the right connections, and creating confidence through expert insights and guidance. For professionals, Realtor.com® is a trusted partner for business growth, offering consumer connections and branding solutions that help them succeed in today's on-demand world. Realtor.com® is operated by News Corp [Nasdaq: NWS, NWSA] [ASX: NWS, NWSLV] subsidiary Move, Inc. For more information, visit Realtor.com.
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National Housing Conference unveils new Housing Resource Center, redefining access to federal housing policy insights
WASHINGTON, DC – The National Housing Conference (NHC) today announced the launch of its new Housing Resource Center, poised to transform access to federal housing policy information. This comprehensive platform serves as the penultimate destination for individuals and organizations seeking easy access to insights and resources in the realm of housing policy.
With more than 1,000 curated resources and growing, NHC's Housing Resource Center provides access to an unparalleled wealth of knowledge. From research papers, case studies, and best practices to policy briefs, talking points, and FAQs to news articles, blogs, and podcasts, users will be a click away from a diverse array of materials designed to inform and empower.
"At NHC, we recognize the critical importance of informed decision-making in shaping effective housing policies," said David Dworkin, NHC's President and CEO. "Our new Housing Resource Center consolidates information from across the housing spectrum, catering to the diverse needs of policymakers, journalists, lenders, home builders, civil rights, consumer and affordable housing advocates, real estate professionals, nonprofit and for-profit housing development corporations, academics, and more."
The Housing Resource Center serves as a comprehensive and centralized repository of legislative and regulatory developments, ensuring that users stay abreast of the latest changes and trends impacting the housing landscape. NHC's Housing Resource Center equips users with access to the knowledge needed to navigate complex policy challenges and drive meaningful change.
"We are excited to provide a single, accessible platform that empowers stakeholders to play an active role in shaping the future of housing," continued Dworkin. "By fostering collaboration and dialogue, we aim to create innovative solutions and advance equitable access to housing opportunities for all."
Explore the NHC Housing Resource Center today and unlock the insights needed to make a difference in housing policy. The Housing Resource Center will remain accessible to all through June 30, 2024, after which it will become an exclusive benefit reserved for NHC members, policymakers, and academic researchers only. Visit hrc.nhc.org to access this invaluable resource.
About the National Housing Conference (NHC)
Founded in 1931, the National Housing Conference is the oldest and broadest housing coalition in America. NHC is a diverse continuum of affordable housing stakeholders who convene and collaborate through dialogue, advocacy, research, and education, to develop equitable solutions that serve our common interest—an America where everyone is able to live in a quality, affordable home in a thriving community. Politically diverse and nonpartisan, NHC is a 501(c)3 nonprofit organization. To learn more about NHC, visit www.nhc.org.
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Companies
VirtualTourCafe
VirtualTourCafe embarked on a journey to completely redesign and redevelop the online software to meet the needs of today’s real estate industry as well as the new “Web 3.0” graphical and responsive designed websites. Eight thousand hours of developing later, VirtualTourCafe 3.0 was launched on June 1 st , 2016. The new and improved service offers many new features and benefits for the real estate agent, but more importantly positions VirtualTourCafe for the future! The VirtualTourCafe difference: An integrated easy-to-use modern solution for every real estate agent! Today we are still a small but growing company based in Pleasanton, CA with a small staff and lots of help from our friends, family and business partners. We work with independent contractors, photographers and virtual partners around the world. We are proud of what we have accomplished in such a short time with loyal customers who have been with us from the beginning! We have been able to maintain our values and moral compass pointed in the right direction, while always treating our customers, employees and associates as if they are family, and living life full of love and gratitude, one day at a
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CRS Data (Courthouse Retrieval System)
Empower your REALTORS® by adding the MLS Tax Suite as a membership benefit. Since 1989, CRS Data has provided a wealth of accurate and reliable property data. Our MLS Tax Suite provides customizable and comprehensive access to property records, prospecting tools, neighborhood comparables and extensive mapping layers. We constantly improve our MLS Tax Suite based on user feedback - and then deliver with personable customer
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Dell Technologies
The tools and expertise you need to do incredible things
Dell Technologies stands as an unparalleled technology provider for real estate professionals, whether you are an individual agent, a team leader, or an owner of a multi-office firm. We offer solutions specifically tailored to the unique demands of the real estate industry, Dell Technologies offers a distinctive array of benefits to empower small business owners and entrepreneurs in shaping their digital future and revolutionizing their professional lives. As part of the Dell Technologies family, which encompasses Dell, Dell EMC, Pivotal, RSA, Secureworks, Virtustream, and VMware, customers gain access to the industry's most comprehensive and innovative technology and services portfolio.
Put our technology and small business advisory services to work for you with exclusive discounts for RE Technology
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Constant Contact
Constant Contact delivers for the real estate industry with powerful tools to simplify and amplify digital marketing. Whether you’re an agent or a growing firm, our platform is designed to help your business stand out, connect with your audience, and drive real results.
Our best-in-class delivery (97%) means your email campaigns reach the inbox—not the spam folder—and our suite of tools allow you to streamline marketing across channels like SMS, social, ads, and events with one platform to accomplish your goals. See what brings thousands of real estate professionals to Constant Contact
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Webinars
[WATCH] The Future of AI
Intrigued by artificial intelligence? Ever wanted to understand it more deeply? We've got just the overview for you!
Last month, RE Technology was joined by Dr. Brons Larson of Dell Technologies for a webinar. Dr. Larson is an applied mathematician with a Ph.D. in artificial intelligence who has worked with AI for two decades.
Dr. Larson took us on a fascinating journey, explaining the origins of AI, where it's at now, and where it's headed in the future. Webinar attendees were treated to a discussion that ranged from complexity to how AI learns to the ethics of AI — and, yes, how advancements may impact real estate professionals in the future.
So if you want to deepen your knowledge of this rapidly changing technology (and sound much smarter at cocktail parties), watch the full webinar below:
Webinar Guests
Dr. Brons Larson, AI Ecosystems Lead, Dell Technologies
Sara Nauert, Strategic Partnerships and Business Development Analyst, Dell Technologies
Moderator: Marilyn Wilson, Co-founder and President, RE Technology
Video Timeline
0:00 - Moderator Marilyn Wilson introduces the topic and panelist.
0:54 - Dr. Brons Larson shares his background as an applied mathematician with a Ph.D. in artificial intelligence who has worked in the AI field for 20 years.
2:00 - Dr. Larson offers a snapshot of what AI at Dell Technologies means today.
2:53 - How AI is categorized into three broad areas within Dell.
4:35 - A snapshot of Dell's current AI projects.
8:35 - What's next for AI? An overview of the first, second, and probable third waves of AI.
12:24 - Dr. Larson references quotes from experts, including DARPA's view that AI is essentially a bunch of spreadsheets, and Jeffrey Hinton's suggestion to "throw it all away and start over."
14:47 - Why is a third wave of AI needed?
22:57 - An overview of AI challenges.
25:24 - How human learning differs from how AI learns.
30:45 - How does third wave AI work?
32:15 - What will launch the third wave of AI?
33:45 - Third wave AI offers up an immense opportunity.
36:39 - Impact of shifting from second to third wave AI.
39:05 - Third wave AI and creativity: Will AI replace creative professionals?
42:29 - Sara Nauert shares Dell Technology offers available to RE Technology readers.
44:08 - Dr. Larson answers questions on how AI will impact the real estate industry.
Next Steps
For questions or more information on Dell Technologies, contact [email protected]
Learn more about special offers from Dell for RE Technology readers
Watch more webinars
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3 Must-Read Tips for Building a Digital Brand Identity as an Agent
Creating a digital brand identity as a real estate agent has never been a more important component of the business. Both buyers and sellers spend ample time researching potential agents online long before they make any decisions about who will represent them in the home transaction, typically between six months to a year before they actually hire someone.
At the same time, it's never been more difficult to craft a distinct brand as an agent, one that prospective buyers and sellers can trust and understand. There are no doubt a lot of agents competing with you in your market, and standing out from the crowd can be a challenge for even the best agents.
In a webinar from October 31, 2023, Marilyn Wilson, President of RE Technology, sat down with John Adams, President of Adams, Cameron & Co., and Peter Newton, President of Big Rock Consulting Group, to talk about actionable ways agents can craft their unique brand identity. Watch the video to get the full experience; meanwhile, here are some between-the-lines takeaways from their presentation.
1. Digital reach matters more than physical distance
Buying physical advertising on billboards, park benches, or newspapers has been a tried-and-true tactic that many agents have used to establish and spread their brand identity. However, these days, people who buy a new house are moving farther and farther away from their current residence: up to 50 miles, compared to up to 15 miles in previous years.
If the billboard ads are working for you, that's great, but remember that there could be potential clients who are miles away from the places you would most likely post a physical ad. Building a digital brand identity will help you to both cement trust locally and generate leads from outside your immediate area.
2. Working with a high-profile brokerage can give you a head start
Both buyers and sellers want to work with agents who have an established brand. For newer agents who don't have as much experience, or even for seasoned agents who appreciate the additional leverage, working with a brokerage that aligns with your brand identity and that has done its own work to market and advertise itself can help provide a boost to your own reach.
3. Be ubiquitous and consistent
It takes a certain number of impressions before an individual member of your audience will be able to remember who you are and what you do. That's not an indication that your brand needs improvement; rather, it's proof of how inundated everybody is with information all day, every day, and how consistent and persistent messaging can help cut through the noise to reach your target audience.
With that in mind, it's smart to diversify your marketing efforts just like you would an investment portfolio. Create content that consistently showcases you as a real estate expert in your niche for different channels. If you make a neighborhood guide video for your website, ask yourself how you can slice it up and reuse it not just on Facebook, but also YouTube, Instagram, TikTok, Snapchat, and other social media platforms that support video sharing.
To learn more about how to establish a niche for yourself and the five steps of building a brand, watch the full presentation.
Related reading
Real Estate Branding: 6 Steps for Agent Success
How to Humanize Your Digital Business
A Step-by-Step Guide to Branding Your Business
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Mastering Real Estate Marketing in 2023: Back to the Basics
When home sales decline in a market, it may feel natural to pull back on spending to conserve your resources. But is that really the right approach?
Instead, top agents take the opposite tack: they get even more aggressive on promotion because they know their competitors are cutting back. This leaves an opportunity for top agents to expand their presence. Then, when the housing market turns favorable again, they can come out stronger than ever.
Fortunately, you don't have to spend a ton on promotions to be successful. In a recent webinar, we learned how to act strategically to market yourself to sellers and give your listings a virtual advantage. Watch the webinar recording to learn more:
Webinar Guests
Michael Vervena, VP of Sales and Marketing, Planitar, Inc.
Moderator: Marilyn Wilson, Co-founder and President, RE Technology
Video Timeline
0:00 - Moderator Marilyn Wilson introduces the topic and panelist.
3:40 - Michael Vervena talks about current market challenges.
6:55 - Buyers and sellers are starting their real estate journey online.
8:35 - What do home sellers expect from a real estate professional?
11:27 - Meeting home buyers' expectations.
17:35 - How to give your online listings a virtual advantage.
22:03 - Technology that provides accurate and reliable data to meet buyers' expectations.
42:20 - Strategies for sharing your listings on social media.
43:11 - How to demonstrate your value by showing your client what you did for them.
48:35 - What makes iGuide unique, and how it helps your marketing strategy.
Next Steps
To learn more about iGuide, visit GoiGUIDE.com
To find a service provider in your area, visit goiguide.com/residential-real-estate
Read articles about Virtual Tours, Floor Plans, and Online Marketing
Explore more Virtual Tour, Floor Plan, and Online Marketing solutions in our Product Directory
Watch more webinars
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Online Marketing Boot Camp: Don't Be the Invisible Agent
Can your ideal clients find you online? Making your business visible to potential leads isn't as simple as throwing up a real estate website. Online marketing isn't like Field of Dreams — if you build it, they may not necessarily come.
They will, however, come if you undertake a consistent marketing strategy. And it doesn't even have to be complex or time-consuming. The key is cross-promoting your marketing content across various platforms so that you reach consumers wherever they are.
We learned all about this in a recent webinar. Watch the recording below to find out how easy it is to get started with an online marketing strategy that puts your business in front of your ideal clients.
Webinar Guest
Brandon Zwingman, National Business Development Consultant, Elm Street Technology
Video Timeline
0:00 - Host Brandon Zwingman introduces himself and the webinar topic.
4:11 - The top five online platforms that most agents aren't using in their online strategy.
6:37 - Email marketing: what kind of emails to leverage, how to use them, and what content to include.
18:05 - Blogging: the benefits to SEO, your online visibility, and how to promote.
20:13 - Facebook: Business pages, how often to post, the most valuable types of posts.
33:33 - LinkedIn: "The silent powerhouse" for real estate marketing.
40:00 - Your website: your central place to be found on the internet.
44:22 - The key to effective social media marketing.
47:08 - The way consumers search has changed.
48:00 - Local ranking factors on Google.
49:37 - Setting up your Google Business Page.
53:00 - The importance of your online brand.
56:27 - Money making goals to set for your online reputation.
1:00:41 - A look at how OutboundEngine can simplify your online marketing strategy.
1:14:58 - Go to bit.ly/profilereach to see how your business is displayed online.
Next Steps
Visit OutboundEngine.com to learn more
Read articles about Online Marketing, or explore more Online Marketing solutions in our Product Directory
Watch more webinars
Register for our upcoming webinar, Real Estate Marketing in 2023: Focus on the Fundamentals
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[WATCH] The Ultimate Lead Generation Machine: How to Keep Your Repeat and Referral Gears Turning
Did you know that 67% of all real estate leads come from repeat and referral clients?
To help our readers learn to nurture this side of your business, we recently co-hosted a webinar with Morris Marketing Group. Webinar attendees learned the latest research on lead generation and conversion, as well as answers to the following questions:
Where do the best leads come from?
Who is converting them?
What is their strategy?
Watch the webinar recording below to learn why lead conversion is just as important as lead generation, how to find quality leads, and how to keep your repeat and referral business humming along.
Webinar Guest
Phil Hollander, VP of Business and Professional Development, Morris Marketing
Video Timeline
0:00 - Host Phil Hollander introduces himself and the webinar topic.
5:00 - What type of real estate agent do you want to be?
6:13 - What does having a vision for your business look like?
7:29 - Why you need to generate a steady flow of leads.
7:55 - The Lead Spectrum: a different way to look at leads.
11:33 - Two ways to evaluate a lead.
13:09 - The ideal lead situation.
15:14 - The four dominant personality types of lead generation and conversion.
23:50 - A look at the Prospector and Converter personality types.
25:56 - A look at the Networker and Marketer personality types.
28:59 - How are clients choosing agents these days?
29:57 - Why having a systems-based business is critical to your success.
33:51 - The Success System for generating and converting leads.
36:15 - Component #1 of the Success System: Direct mail newsletter.
40:32 - Component #2 of the Success System: Email newsletter.
41:17 - Component #3 of the Success System: Market updates.
42:29 - Component #4 of the Success System: Birthday and move-in anniversary outreach.
43:01 - Component #5 of the Success System: Phone calls.
44:09 - Component #6 of the Success System: In-person client events.
45:20 - Component #7 of the Success System: Annual real estate checkup.
47:29 - Component #8 of the Success System: Your website.
49:08 - Component #9 of the Success System: Blog and social media content.
51:21 - Strategies for qualifying your database.
53:31 - Quick overview of what we've learned so far.
54:50 - Does the Success System work for new agents?
58:21 - Learn more about the Client Referrals system with a free 20-minute consultation.
Next Steps
Contact Phil Hollander via email or at 800-308-6134 ext. 217 for a free 20-minute consultation
Visit MorrisMarketingGroup.com to learn more
Read articles about Lead Generation, or explore more Lead Generation solutions in our Product Directory
Watch more webinars
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