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9 Tips for Building Real Estate Emails that Get Results
Email — it's an important part of any real estate marketing strategy. Step one is knowing what type of email you want to send to your sphere. Last week, we highlighted three essential marketing emails that agents can leverage. Next comes step two: building that email and figuring out what to include — and what to avoid. Fortunately, this (and much more) was covered in a recent webinar with Constant Contact. We've distilled the email-building wisdom shared in that event below. Read on for nine tips on building real estate marketing emails that get clicks! Be mindful of short attention spans It may come as no surprise to you that in our modern era of social media and online distractions, the average attention span is now only nine seconds long. That means that real estate marketers have a very short window to grab the attention of their audience and compel them to take action. What does this mean in practical terms? Well, Constant Contact analyzed 2.1 million emails and found the messages that had the highest success had only about 25 lines of text overall — about a paragraph and a half. Consumers aren't taking the time to read long, complex emails. Instead, they're scanning and skimming those messages and looking for what's relevant to them. So keep your emails short and to-the-point and avoid long walls of text. Don't be afraid to use bullet points to highlight your key points — they're great for readers who are quickly scanning your emails. Use buttons Want your email recipients to click on a link? Use buttons rather than a plain old link. Constant Contact notes that the most successful emails use buttons. Or, as webinar panelist Matthew Montoya puts it, "Buttons are advantageous because if you give people buttons to push, they're going to push your buttons." Use three images or less Here's another important way to cater to today's short attention spans: keep the number of images in your email to three or less (not including your logo). That leads us to our next item… NEVER use an image as your whole email If you know that you should limit your images, you may be thinking, "Why don't I just make the entire email one big image instead?" Seems like a clever workaround, right? Wrong! You should never, ever have an email be 100% image. Why? Because that's a favorite tactic of spammers. Today's spam filters have been trained to send all-image messages straight to the spam folder. "You don't want to do what spammers do," says Montoya. Always link your images Speaking of images, Constant Contact recommends that you link each image to wherever you want to send recipients to, whether that be a listing details page or a "Contact me" page. By linking your images, you make it even easier for consumers to click through to where you want them to go. This best practice is great for your email success rates, too: messages with clickable images see a 650% increase in click-throughs. Don't forget to link your logo to your website, as well. "People have been taught to click on logos and images to make something happen, and so you want to make sure you're linking any image you use in your email," says Montoya. Use classic email marketing structure When creating your email message, keep this classic, tried-and-true structure in mind: Headline: What are you offering? This is what your headline communicates — and it's also how you hook readers, e.g. You do not want to miss this amazing open house! Body copy: Remember that paragraph and a half we talked about earlier? Here it is. Keep your message succinct and scannable. Need help creating this part? Constant Contact's built-in AI can write it for you. Learn more here. Call-to-action: This is the part of the email that gets results. What do you want your readers to do? Learn more about a property? Schedule a showing? Contact you for more information? Whatever it is, be explicit about what you want email recipients to do (and put it on the aforementioned button). Create compelling subject lines A great email subject line compels readers to open your message. A poor line, on the other hand, results in ignored emails or worse — emails sent to the dreaded spam folder. Here are some ideas for creating strong subject lines: Try emojis. "Emojis are very visual, and if people are in their inbox really briefly, it captures their attention," says Montoya. Employ questions. "Questions are really powerful because the only way the question can be answered is by opening the email," Montoya says. Induce FOMO. That is, a fear of missing out. Make your audience worry that they're going to miss out on your great listing or open house. Use lists. Readers love lists. They're easy to understand and highly scannable. Offer your audience three ways, five ideas, seven things, etc. "That's really beneficial because, one, everybody's in a rush, so you're basically saying, 'Here's a little bit of digestible information for you,'" says Montoya. "If you're doing an email where you're saying 'Seven curb appeal ideas,' only offer them three in the email. Make them click to read the rest." Aim for alliteration. Alliteration is when you use words that start with the same sound. "The reason alliteration is powerful is it's kind of sing-songy, but it's also a pattern, and because it's a pattern, people in their busy lives looking at their inbox are going to notice that pattern before they notice all the other subject lines," says Montoya. Be funny. Humor, especially puns and puns tied to pop culture, is very effective. People are busy and that pop culture reference or funny subject line is going to slow people down and make them notice your email. What you don't say in a subject line is just as important as what you do say. Here's what to avoid in your email subject lines: Spammy words. Words like "free," "weight loss" and "guarantee" earn you a trip to the spam folder. Unfortunately, "mortgage" and "property" do, too, but you can use those words in the body of your email. Just avoid them in the subject line. ALL CAPS. Not only are all caps considered shouting in internet-speak (and just rude, honestly), but spammers use all caps, so make sure you capitalize words normally. Too! Much! Punctuation! Didn't know this one? Neither did we until we watched the webinar. Limit yourself to no more than three pieces of punctuation in your subject line — and two is even better. Why? Because spammers routinely replace letters with symbols. Target your emails Ever heard of the "spray and pray" method of email marketing? It's where you send messages out to everyone in your database indiscriminately. In real estate, this may be sending property listings to those who aren't currently looking — or worse, to someone who just closed a transaction and who is definitely not going to buy again anytime soon. Instead, take time to segment your contact database. The messages you send to those who want to buy or sell within the next few months should be different from those sent to contacts who are inactive on the market. "Fifty-two percent of an audience will just abandon an email if it's not targeted," says Montoya. "That is something that hurts our top of mind visibility." But when you segment your audience, research shows that you'll see an 11% increase in open rates and a 27% increase in clicks. Monitor your click-throughs and follow up Clicks are the biggest determiner of an email's success. They prove your email was delivered, opened and read. Most email marketing platforms, including Constant Contact, will tell you what people clicked on. They will show you who read what and who looked at which property. "How valuable is it to know somebody clicked on this one particular property instead of the others? Now you know something about them — they're interested in this property, they have this kind of price point in their head," says Montoya. "Savvy marketers take that information and do targeted follow-up." Montoya notes that when email recipients take repeated actions like clicking on a specific property or look at a particular article, they are showing high interest. "You definitely want to reach out to somebody that does that," he says. For more great email marketing tips, watch the full webinar here. Then see for yourself how easy building emails can be with the help of AI: try Constant Contact FREE for 60 days, no credit card required.
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Are Electronic Signatures Safe?
Yes, electronic signatures are safe, and in this post, we'll cover why an e-signature is more secure than a wet signature, how e-signatures work and the features that help keep them safe. Why an e-signature is more secure than a wet signature A common question people have is "Can my digital signature be forged, misused or copied?" The reality is, wet signatures can easily be forged and tampered with. An electronic signature has many layers of security and authentication built in, along with court-admissible proof of transaction. An electronic signature helps you avoid tampering and impersonation in digital communications because it is unique to you. Electronic record Unlike wet signatures, e-signature providers may offer an electronic record that serves as an audit trail and proof of the transaction. For example, the audit trail may include the history of signature-related actions taken with the document, such as details on when it was opened, viewed and signed. Depending on the provider, and if the signer agreed to allow access to their location, the record will also show the geo-location where it was electronically signed. If one of the signers disputes their e-signature, or if there's any question about the transaction, this audit trail is available to all participants in the transaction and can resolve such objections. Certificates of completion More detailed certificates of completion can include specific details about each signer on the document, such as the consumer disclosure indicating the signer agreed to use e-signature, the e-signature image, key event timestamps and the signer's IP address and other identifying information. Tamper-evident seal Once the signing process is complete, some providers may digitally seal the documents using Public Key Infrastructure (PKI), an industry-standard encryption management technology. This seal indicates the electronic signature is valid and that the document hasn't been tampered with or altered since the date of signing. How electronic signatures work The exact signing process varies depending on the e-signature provider that you use, but the underlying workflows of more robust solutions are similar. Sending a document for e-signature: Upload the document you need signed, such as a Word document or a PDF file Tag the sections that require initials, signatures, phone numbers, etc. Select the methods of signer authentication you want to use Send the file via the service to your designated recipient's email Signing a document: Receive an email notification to review and sign a document Verify your identity before signing (if the sender requires that option) Read the disclosure documents and agree to use the electronic process Review the document and complete any necessary fields, including attaching any required documents Sign the document by clicking the signature button or applying an e-signature mark Once all recipients have signed a document, they're notified, and the document is stored electronically where it can be viewed and downloaded. All of this is done safely due to the built-in security features and the processes that e-signature providers follow. Methods of verifying signer identity E-signature technology offers multiple options for verifying a signer's identity before they can access the document and sign, including: Email address: signers enter their own email address, which is compared to the email address used in the invitation SMS: signers must enter a one-time passcode sent via SMS text message Knowledge-based authentication (KBA): signers are asked personal questions gathered from commercially available databases, such as past addresses or vehicles owned Photo ID upload: signers are verified using their government-issued photo IDs such as passport, driver license or residence permit Electronic or bank based IDs: signers can submit their login credentials for existing bank accounts or government accounts to prove their identity For situations where additional levels of signature validity are necessary, some providers offer two additional levels of e-signature that comply with the European Union's (EU) eIDAS requirements: Advanced: requires a higher level of security, identity verification and authentication to establish a link to the signatory; and includes a certificate-based digital ID (X.509 PKI) issued by a trusted service provider Qualified: an even more secure version of an advanced e-signature that utilizes a "secure signature creation device" and is deemed a legal equivalent to a wet signature in the EU The importance of a security-first approach to e-signatures The level of e-signature security varies by provider, so it's important to choose a provider that has robust security and protection weaved into every area of their business. Those security measures should include: Physical security: protects the systems and buildings where the systems reside Platform security: safeguards the data and processes that are stored in the systems Security certifications/processes: help ensure the provider's employees and partners follow security and privacy best practices Physical security Geo-dispersed data centers with active and redundant systems and physical and logically separated networks Commercial-grade firewalls and border routers to detect IP-based and denial-of -service attacks Malware protection Secure, near real-time data replication Around-the-clock onsite security Strict physical access control with monitored video surveillance Platform security Data encryption in transit and at rest with TLS connections and AES 256-bit encryption Data access and transfer via HTTPS Use of Security Assertion Markup Language (SAML), giving users the latest capabilities for Web-based authentication and authorization PKI tamper-evident seal Certificate of completion Signature verification and unalterable capture of signing actions and completion status Multiple authentication options for signers Security certifications/processes Compliance with applicable laws, regulations and industry standards, governing digital transactions and electronic signatures, including: ISO 27001:2013: the highest level of global information security assurance available today SOC 1 Type 2 and SOC 2 Type 2: both reports evaluate internal controls, policies and procedures, with the SOC 2 report focusing on those directly related to security, availability, processing integrity, confidentiality and privacy at a service organization Payment Card Industry Data Security Standard (PCI DSS): ensures safe and secure handling of credit card holder information Cloud Security Alliance (CSA) Security Trust Assurance and Risk (STAR) program: comprises key principles of transparency, rigorous auditing and harmonization of standards. Asia-Pacific Economic Cooperation (APEC) Privacy Recognition for Processor (PRP) System: comprises Cross-Border Privacy Rules (CBPR) and Framework to protect the privacy and security of personal information at rest and in transit Ability to help support compliance obligations with specialized industry regulations, such as HIPAA, 21 CFR Part 11 and specified rules from the FTC, FHA, IRS and FINRA Security management processes and development practices, including business continuity and disaster recovery planning, employee training, secure coding practices, formal code reviews and regular, code-base security audits So, to answer the question, are electronic signatures safe? Yes, electronic signatures are indeed safe, and Docusign maintains a security-first approach to ensuring the validity of e-signatures through enhanced signer identity verification, multiple layers of physical and platform security, and a robust compliance certification program. To view the original article, visit the DocuSign blog.
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Real Estate Pros Share 11 Actionable Marketing Tips
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[Podcast] Refocus on Using Your Voice for Your Clients, Industry
In this episode of the Drive with NAR podcast, hear members explain why NAR's advocacy machine, which has never once slowed down, is reason number one to be a REALTOR®. Amidst a tumultuous period in the real estate industry, NAR's massive advocacy machine has never stopped working for its members. Over the last year, REALTORS® secured a reduction in FHA mortgage insurance premiums, got the FHFA to rescind proposed hikes on upfront mortgage fees and protected real estate pros' status as independent contractors. Host Marki Lemons Ryhal talks with two members steeped in advocacy about the true value of being a REALTOR®. Find facts about NAR's proposed settlement agreement at facts.realtor. Listen on: Apple Podcasts Spotify Libsyn Visit the episode homepage for show notes and more detail.
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Products

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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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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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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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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Industry News

planetRE Announces AI Video Generation and Marketing inside CRM
New features allow real estate agents to use AI Avatars for video narration with uploaded media assets and full video frame editing and syndication. SAN JOSE, Calif., May 21, 2024 -- planetRE, the nation's leading enterprise cloud vendor, today announced brand new CRM capabilities for real estate and mortgage professionals to create full ai generated videos using a library of AI avatars and voices along with user uploaded contents like images, video and text. Realistic AI avatars trained with human like expressions and voices can for example narrate videos, presentations on new listings, open houses etc. using uploaded background videos, imagery or text. A custom-built Video Timeline Editor enables editing of content images, video clips, music, graphics, brand, etc. that can be previewed right in the editor. Users can easily add text, overlays, and titles, to move from one scene to another for a seamless flow of content within the AI video. Agents can create multiple projects, review the rendering before publishing. They can edit videos like a professional using crop, trim, rotate, add multiple scenes, with different avatar and voices. Seamless integration within CRM and Zapier like tools in the works allow effortless distribution of AI videos via email, text or social marketing. Videos can boost engagement by driving more traffic with these eye-catching, innovative AI creations that helps agent stand out from the competition. With maximum flexibility and control, agents can develop new videos on-demand and update messaging for a fresh look. "The new tool removes the costly barriers of traditional video production and editing by allowing users create professional videos quickly and easily, within minutes with no prior filming or editing skills," said Subrao Shenoy, CEO of planetRE. "Agent marketing teams can unleash their creativity by customizing AI avatars to fit brand's persona, while expressing any messaging through simple typed scripts." About planetRE planetRE is privately held enterprise software company in Silicon Valley, CA. More information planetRE AI Video Marketing can be found on planetRE.com.
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Zillow providing open-source technology to promote fair housing in AI-powered real estate conversations
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Surf's Up! Realtor.com Announces the Most Affordable Beach Towns in America
With Median List Prices Under $450,000 these Beach-side Spots May Offer an Affordable Opportunity to Get Year-Round Vitamin Sea SANTA CLARA, Calif., May 21, 2024 -- Sixty-nine percent of Americans say they dream of owning a vacation home one day. While typical waterfront home prices may make this aspiration seem out of reach, Realtor.com® just released its Most Affordable Beach Towns in America list where home buyers can buy into a beach-side lifestyle without breaking the bank. In rank order, the Most Affordable Beach Towns in America include: Pascagoula, Miss. - Median List Price*: $164,900 Atlantic City, N.J. - Median List Price*: $239,000 Deerfield Beach, Fla. - Median List Price*: $239,950 Dennis Port, Mass. - Median List Price*: $277,500 Myrtle Beach, S.C. - Median List Price*: $299,500 Corpus Christi, Texas - Median List Price*: $315,000 Sunset Beach, N.C. - Median List Price*: $340,000 Grand Isle, La. - Median List Price*: $375,000 Newport, Ore. - Median List Price*: $399,950 Ocean Shores, Wash. - Median List Price*: $425,000 * Based on data as of March 2024 "Water lovers on a budget may want to check out No. 1 ranked Pascagoula, Miss. It's located off of two major waterways: the Gulf of Mexico and the Pascagoula River and offers a lot of fun outdoor activities from fishing off the pier, to kayaking in its unimpeded river system, to an annual summer music festival," said Keith Griffith, Journalist, Realtor.com®. "Pascagoula is also home to Chevron's largest refinery and Ingalls Shipbuilding, which is Mississippi's largest manufacturing employer, indicating the great mix between work and play that makes the beach town an attractive place to live." Over 80% of Americans have been on a vacation within the past 5 years, and more than one third enjoy looking at real estate listings while on vacation. Though not all vacations end up beach-side, for fifty-six percent of Americans, their ideal vacation home is by one, and this year's list of affordable beach towns offers them a combination of coastal living with access to a sandy public ocean beach, adequate inventory and affordable median home listing prices. The Price is Right The towns represented in this year's list of Most Affordable Beach Towns all have median home listing prices under $450,000, with options scattered across the country including spots in the northeast like Dennis Port, Mass. and Atlantic City, N.J., as well as the Carolinas, like the popular summer destination of Myrtle Beach, S.C. and the picturesque-named Sunset Beach, N.C. A Sea of Options and Locations The beach towns that made the ranking this year offer prospective buyers a number of options including plenty of condos, which are typically priced lower than single-family homes and contributed to the lower median list prices. While the list includes some usual suspects on the Gulf Shores like Pascagoula, Miss. and Grand Isle, La., for the first time the West coast made an appearance with not one, but two showings; Newport, Ore. and Ocean Shores, Wash., which took the #9 and #10 spots respectively. Cape-Cod enthusiasts may even find some luck in the village of Dennis Port, Mass., where small beach bungalows abound. To read more on the Most Affordable Beach Towns visit Realtor.com® News & Insights section to read all about it. Methodology Starting with a federal database of beaches and their locations, we created a list of coastal cities and towns. Then, we ranked them by median listing prices in March for single-family homes, including condominiums but excluding mobile homes. Only cities with at least 25 active listings for the month were included, to ensure adequate inventory. To make the final list, these beach towns had to include a sandy, public access ocean beach within the city limits. Cities on the coast of estuaries, such as inland bays and sounds, were excluded from this year's rankings. Finally, to ensure geographic diversity, we have only included the single most affordable beach town per state in the top 10 ranking. 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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Florida, Texas rank best for home buyers in new Zillow index
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Companies

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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Realtors Property Resource® (RPR)
This initiative is based on the collaborative efforts of REALTORS® and the real estate community, including Brokers, MLSs and Associations. RPR’s core mission is to reinforce the REALTOR’S® value in the market place by keeping them ahead of the technology curve and better able to serve today’s’ technology empowered
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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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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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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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