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Facebook Turns the Table on Lead Gen: You don't go after leads -- leads come to you
Online lead generation has created new business for many real estate agents for more than a decade. The major portals alone have collected hundreds of millions of dollars in annual ad revenue selling online leads to agents. Early on, agents who bought leads from the portals generated big business. But buying online leads from portals has become more and more expensive and can cost $200 per lead. And the national average conversion rate for internet leads is widely reported at only 2-3 percent. Social media sites, like Facebook, are turning the tables on traditional sources of online lead generation or lead gen. The old model of lead gen captures a lead, and then you go to them. With a social media channel like Facebook, your future leads are already checking you out, and when they are ready, they come to you. This shifts the focus from targeting people you don't know – online leads – to people who know and like you. The concept isn't new: historically, most agents generate the majority of their business from referrals, most often from past clients, friends and family, and others in their sphere of influence. Facebook makes this process possible online. Facebook and real estate According to the National Association of Realtors, 76 percent of members are on Facebook for professional use, and 78 percent use Facebook for personal use. However, NAR says only about one-in-five agents use Facebook to market their listings. Yet, the opportunity to generate leads from Facebook is enormous. Facebook continues its reign as the number one social media site. Nearly two billion people use Facebook every day worldwide. And the average time spent on Facebook exceeds any other social site, a whopping 58.5 minutes per user per day. Engagement on Facebook remains off the charts. Every minute, Facebook users create four million likes, and every second, more than six people sign up for Facebook. More importantly, for agents, 35 million people update their statuses on Facebook every day. Agents are attracted to Facebook, as it is the easiest and most efficient way to stay visible with their clients, friends, family, and community. The fact is most, if not all of them, are on Facebook. There is no more cost-effective way to use sphere marketing to reach clients and future ones than on Facebook. Facebook also meets HUD fair housing requirements for advertising as real estate agents must mark boosted posts as a "Special Ad Category" and select "Housing" from the pull-down menu. Facebook won't approve a real estate ad or boosted post without it. This makes certain agents are complying with fair housing rules that prevent specific geographic and demographic targeting. Turning the tables Perhaps the best part of using Facebook as an agent to generate leads is that in the long run, it is easier. Agents who are most successful in generating leads from Facebook do more than drive-by "liking" of other people's posts. The key is to share relevant comments and content. It's also essential for you to be you. Agents attract customers who are like them, as chemistry is vital in any business relationship. Through Facebook, people in your community get to know you, while your sphere gets to know you better. It's also important to be consistent. As a busy agent, it's sometimes hard to find a way to post to Facebook regularly. One of the best ways to be consistent is to use Facebook to market your listings. This includes paying for "boosted" posts. Paying Facebook to expose your listing post to more people helps your exposure in the market. More importantly, you are delivering value to your sellers by increasing exposure to more potential buyers. What changes is the way you generate leads. Using Facebook to promote your listings and expose your sphere to you and your business, you maintain top-of-mind awareness. When someone in your sphere is ready to buy or sell, they are more likely to contact you because of your Facebook activity. That turns the tables because instead of paying someone to send you an online lead and tracking them down to see if they are interested in working with you, Facebook leads are people who already know you. And they contact you, instead of the other way around. Isn't that the kind of lead every agent wants? Final advice: if your MLS or association offers Tech Helpline from Florida Realtors as a member benefit, you can get technical assistance with Facebook. If your MLS or association doesn't provide Tech Helpline, encourage them to contact Tech Helpline at [email protected] Tricia Stamper is Director of Technology at Florida Realtors®, which owns and operates Tech Helpline and Form Simplicity.
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How Long Does It Take to Convert Online Real Estate Leads?
Feeling frustrated that your online real estate leads aren't converting? Or does it seem like they're taking forever? Here's the truth: online real estate leads take longer to convert than other sources and may convert at a lower rate than other sources like referrals, call-ins, etc. The average incubation rate for online real estate leads is anywhere from six to 24 months. The national average conversion rate for online real estate leads is usually reported to be between 2-3%. However, The National Association of Realtors® disclosed that the rate is actually closer to 0.4% – 1.2%. So, that means for every 100 leads you generate and work, you may convert two or three, and it may take a while to see it happen. I know what you're thinking—but don't be discouraged! With a seamless system in place designed to work and convert those leads, online leads can still be a lucrative part of your business. The name of the game is to leverage automation tools and technology services that allow you to work these leads without investing too much of your own valuable time. Build a Seamless Online Lead System First, make sure you have all of the necessary elements in place to turn those leads into closed deals. We recommend focusing on these three things: Speed to Lead It's critical to reach out within five to 15 minutes of the lead registering on your site. This is your best opportunity to make an impression! However, this is where many agents drop the ball. At BoomTown, we conducted a study of 40k+ agents and found that the average response time for an online lead was nearly 90 minutes. Yikes! That's enough time to lose an opportunity. It's impossible to stay glued to your desk all day. It's simply not the best use of your time! Plus, some leads might register on your site during the middle of the night or while you're on vacation. So this is a good area to rely on technology or a new hire in order to give focused attention to reaching out to leads. With BoomTown's Lead Concierge Service, Success Assurance, we generate and qualify your leads on your behalf (24/7 in as little as 90 seconds) and nurture them for up to one year. This way, no lead gets left behind. Qualification Have a plan for qualifying your leads and tagging/categorizing them appropriately within your CRM. The goal is to get as much useful information as you can as soon as possible. Like, LPMAMA: Location, Price Range, Motivation, Agent (are they working with one?), Mortgage (are they pre-approved?), and Appointment. (Note: If you're leveraging a Lead Concierge Service or an ISA, this should be a part of what they handle for you!) Pro Tip! Leverage your technology partner to embed qualifying questions within your IDX website. For example, when they're sharing their contact information with you, including the questions, "Are you pre-approved?" and "Do you have a house to sell?"  Follow-Up and Long Term Nurture Plug your leads into the right nurture plan to continue delivering timely soft touches with helpful information. You should be able to automate this within your CRM! Trust the Process If those three strategies are in place, the next thing you should do—be patient and trust the process. Yes, yes, I know it's not the sexy answer but it's the right answer. Online leads are "top-of-funnel," which means many of them are just beginning their search. They may be months away from being ready to transact. In fact, the average is six to 24 months. So you need to understand the lead funnel and the process of slowly moving leads through it, nurturing them so that when they are ready—you are their go-to agent! Remember: Your database is a powerful tool. Keep fueling it, keep working your pipeline. Stay on top of your systems and trust the process. To view the original article, visit the BoomTown blog.
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Improve Your Networking Skills: Follow These Tips and Watch Your Network Grow
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Friday Freebie: Prospect List of Empty Nesters Likely to Downsize
Want to supersize your business? Try targeting prospects who want to downsize their home. That's right, we're talking about empty nesters, a largely well-off group of Baby Boomers and older Gen Xers that are looking to change up their living situation. If you claimed last week's Friday Freebie, you downloaded a free flyer for marketing to this demographic. In this week's Friday Freebie, we're following up with a free prospect list of up to 100 empty nesters so you can send off that flyer and win more business from this niche. Free Empty Nesters Prospect List, courtesy of ProspectsPLUS! You already know that targeting affluent empty nesters is a potentially lucrative source of new business. So let's just dive straight into the good stuff: how to create and download your prospect list. Start by going to this page. And then: Scroll down to the "Demographic Mailing Lists" section and click the Build Your List button Select a targeting method: via street address, zip code, or county Select the button next to Empty Nesters Click the Search button Under the Choose Quantity section, type in 100 or a smaller number Name your list Click Add to Cart Click Checkout on the next page Add promo code EMPTYNEST100 (important!) Click Place Your Order Once you've finished building your list, a receipt will be emailed to you instantly, followed within minutes by a link to download your list. Use it how you'd like, or try something different like this 24-week targeted postcard campaign. Get started targeting empty nesters and create your FREE prospect list today!
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Multiply Your Sales by Going After Empty Nesters
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Ride the 'Silver Tsunami' of Baby Boomers
COVID-19 has changed much of what used to be considered "normal life." The future is at the top of many minds. Even when the world recovers from this pandemic and gets back to normal (or something close to it), the lessons we've learned will be forever ingrained in our consciousness. Home, family, taking care of our health -- have all become even more important. While the real estate market appears to be very much like it was before the pandemic's outbreak, with low interest rates luring buyers into the market and home values holding steady, attitudes of real estate consumers have changed. We are told to expect an exodus from the cities to the 'burbs and perhaps even rural areas. The downsizing craze is over, we're told, and homebuyers want more square footage. Outdoor spaces and specialty rooms (office, gym, etc.) are on the lists of those buyers who can demand them. Most of all, many Americans who were isolated by distance from family during the lockdown, crave closeness. Especially older Americans and most especially those who live alone. While one of the primary reasons baby boomers sell their homes is so that they can move closer to their adult children or friends (23.5% according to the NAR), we think the social distancing we've endured will see many, many more choosing this option. Boomers in the real estate market Older homeowners naturally have more equity in their homes, according to NAR's 2020 Generational Trends report. The average equity earned of sellers age 22 to 54 is nearly $45,000. Baby boomer sellers, on the other hand, have, on average, $74,300 in equity. The homes they will sell have at least three bedrooms and two bathrooms (many, however, boast three bathrooms). While on the market, boomer homes experienced far fewer price reductions than the homes of younger sellers. More than one-fourth of younger boomers have lived in their homes for 21 years or longer, while 35% of older boomers can say the same. Younger boomers who purchased another home after selling their current home chose a slightly smaller home, while older boomers, on average, chose slightly larger homes. Finally, baby boomers make up nearly half (46%) of the seller's market. How to reach this group of home sellers Boomers love YouTube. But before you race out to create real estate videos for this demographic, you need to understand that they probably won't watch them. Their use of YouTube is as a sort of TV-on-demand platform. According to data from Think with Google, the most-watched categories by boomers include "… entertainment, music, and news." The best way to reach this cohort and engage with them is on Facebook. Pursuing organic reach, however, may be futile, according to BigCommerce.com. "With organic Facebook reach hovering somewhere between two and four percent, many brands struggle to gain impressions and engagement on the platform," according to the site's Ethan Giffen. The solution, he says, is Facebook ads. Yes, they cost money. But it's one very effective way to reach the group that has a higher net worth, is most likely to want to move and sells more homes than any other. OK, so maybe Facebook ads are a bit pricey for your budget right now. Consider direct mail as a budget-friendly, highly effective alternative. This is a generation who grew up with mail as a major form of communication to friends and family. They still enjoy receiving mail and are more likely to read what they receive than the younger generations. But you need the right message To send the right message requires that you know your audience. Earlier we gave you a bit of insight into their real estate habits. But to effectively market to the group requires digging deeper. Baby boomers, by and large are: Active More internet savvy than they're given credit for Independent Not "old" In fact, dump the word "senior" when referring to this group. Use "baby boomer" or "older American" if you must. While not all are offended by the term "senior citizen," many are. Overall, they value useful information. This might include local market activity, a CMA, news on mortgage rates and helpful home maintenance tips. Get to know baby boomers' interests by visiting aarp.org, nextavenue.org, and everythingzoomer.com. To view the original article, visit the ProspectsPLUS! blog.
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5 Ways to Improve Cold Calling Real Estate Prospects
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Top 5 Real Estate Lead Magnets
Many real estate agents are unsure of the best way to capture leads. The secret actually isn't much of a secret. Across industries, marketing professionals use what's called a lead magnet to entice consumers to willingly provide their contact information. We'll explain what this tactic is and share the best real estate lead magnets that will help you grow your business.
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Friday Freebie: Prospect List of High-income Renters
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Supercharge Your Real Estate Lead Generation with Landing Pages
Having a sleek IDX website with fresh listings is pivotal for a successful real estate business. But at a time when your digital presence is so important, how can you go even further to drive more lead generation? Custom landing pages with contact forms are a smart and easy way to convert more online traffic into leads. A landing page is simply a standalone page on your website that offers something valuable to your users in exchange for contact information. (Making them super powerful lead generation tools!) Here are a few examples: Home Valuation Page Neighborhood Guide First-Time Homebuyer Course or eBook Instant Offer Coming Soon Listings Credit Repair Program Seller Lead-Specific Page A simple way to think about landing pages is that they're the final stop before becoming a lead. You cast your marketing net across all sorts of channels (digital advertising, social media content, webinars, billboards, etc.) and you need those marketing efforts to drive the lead to a "landing" spot. [Source: Unbounce] A Simple and Customized Experience Here's a little Marketing 101 Crash Course. The consumer holds the power. They can leave your site in an instant with the click of a button. And in this digital world of lightning-speed innovation, consumer demands are at an all-time high. Think about it… we order food instantaneously after browsing dozens (if not hundreds) of options. We're used to clicking targeted ads, landing on beautiful pages, and interacting with apps that we enjoy. Which means it is your job as the agent to meet those demands and exceed expectations. To build a seamless, enjoyable experience that allows you to stay competitive with the Zillows of the world. The lead journey (the experience from the first click to the final action taken) should be two things: simple and customized. So, as you're building these landing pages (and the rest of your digital presence, including your homepage and your social media channels) as yourself — am I delivering a simple and customized experience? Targeting your landing pages correctly can increase conversion up to 300%! [TrueList] How to Get Started This will look a bit different for everyone, depending on what solution you use to host/build your website. If you're using something like WordPress, Wix, or Squarespace, you can find some pretty simple guides to help you create landing pages on your own. Just make sure you include a contact form! That's the golden ticket for lead gen. If you work with a website developer or website services provider, they should be able to help you build out landing pages as well. BoomTown makes it easy to create custom content for landing pages with contact forms that are designed to skyrocket your lead conversions. With new tools directly in your BoomTown CRM, users can create sleek, customizable, targeted landing pages in seconds. Giving you the power to expand your brand, drive more traffic, improve your SEO, and send more leads into your pipeline. Discover what's possible with BoomTown! Request a demo. To view the original article, visit the BoomTown blog.
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3 Ways to Beat iBuyers and Win More Business
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Friday Freebie: Get the 'Rent vs. Own Report' to Move Renters Off the Fence
If you're looking to build a base of lifelong clients, there's no better niche than first-time home buyers. But persuading high-income renters to become homeowners can be tricky--until you put the cold, hard numbers in front of them. In this week's Friday Freebie, we're highlighting a free Rent vs. Own report that will help you do just that. Read on to claim your copy and find out the many ways you can use the report to win over new buyer leads. Free Rent vs. Own Direct Response Report, courtesy of ProspectsPLUS! Despite record low inventory and high home prices, owning a home is still cheaper than renting in most parts of the country. With this free report, you can educate renters about the real costs of renting compared to owning, and the value of building equity. You can share this report in person, via direct mail, email, and add it to your website as a download in return for an email address. Thanks to ProspectsPLUS!, all RE Technology readers can download the Rent vs. Own direct response report PDF now for FREE and keep copies available on hand. The report is completely editable, and you can even adjust the numbers as needed to better suit your local market. Follow these easy steps to download the report: Create your free ProspectsPLUS! account or log in to your existing account Visit the Reports page Scroll down to the Rent vs. Own report and select it (Tip: use CTRL+F on Windows or Command+F on Mac to search for it faster) Click Click here to edit your template Edit the template as needed (don't forget to add your headshot and contact info!) Choose the Download Only shipping option when you order your report Click Add to Cart and then select Checkout on the next page Add promo code FREEREPORT to download for free Select Place Your Order to finish, and a link will be emailed for you to download your report! That's it! Now you can target high-income renters and win more home buyer business.
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Renters Earning in Excess of $70k: The Ideal Target Market
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How to Generate More Leads with Google's Local Services Ads
By now, you're probably familiar with Google's Local Services Ads. But, if you're not, here's a quick summary: A brand-new advertising product from Google, Local Services Ads seamlessly facilitate contact from homebuyers and sellers to real estate agents in their market. They're prioritized at the top of the Google search page, above traditional paid search advertisements, and, most notably, enable prospective buyers and sellers to call an agent (via their desktop or mobile device) directly from the ad unit. As you can imagine, the premium on-page location and lack of form fills make Google Local Services Ads a game-changing addition to any agent's digital marketing repertoire. Yet, it's important to note that these ads, like all advertisements, are not a guaranteed set-it-and-forget-it lead generation product. An agent's actions can—and will—have a significant impact on performance. We'll explore what you can do to boost the efficacy of your Google's Local Services Ads below.
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Prepare Your Business for a Post-Covid Market with These Tips
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Get More Listings: Pursue Absentee Owners
As various states ease lockdown mandates and life starts to at least minimally resemble what it used to look like, the real estate market is on track to be far better than many had assumed. No, we probably won't see the fiery spring real estate markets of yesteryear, but the housing market may just prove to be the bright spot in the economy. Things have changed, however, from buyer preferences to how homes are shown. Have you vegged out enough on Netflix over the past few months or are you ready for the new world of real estate? We've found a couple of niches that we think will be especially worth your time and effort to pursue in a post-lockdown real estate market. One of these is landlords, aka "absentee owners." Who are they? "There are about 8 million individual landlords in the U.S., those who typically own between one and 10 properties," according to Diana Olick at CNBC.com. She goes on to state that these landlords "manage half the rental properties" in the U.S., with 48 million tenants. Many of these landlords bought their properties between 2012 and 2014. Sure, the big guns (institutional investors) bought then as well, but almost half of investment properties were purchased by the individual landlord – the "Mom and Pop" investor. Then, in 2018, the share of small investor activity in the housing market soared to 60%, according to Core Logic's "Home Investor Report." Most of the homes these smaller investors buy are starter homes, by the way – in huge demand in the current market, as you well know. These investors are prime targets, right now, for listing opportunities. Your audience, then, will be landlords who bought investment properties between 2012 and 2018. Their pain points The COVID-19 pandemic created a perfect storm of unemployment, closed businesses offering zero jobs to replace those lost and a government financial rescue program that isn't seeing cash flowing to landlords. Your audience of absentee owners doesn't include the REITs with numerous rental properties and quite deep pockets. Again, they're the small investors, many living paycheck-to-paycheck, just like the rest of us. Their biggest pain point right now is how, without rental income, they'll make their mortgage payments without begging for forbearance and facing a huge payment when it's all over. That is, if they qualify for forbearance. In California alone, it's estimated that 85% of tenants can't pay their rent in May, according to SpectrumNews1.com. The news site also claims that "… banks don't have an obligation to help landlords." Even if they are granted forbearance, there are other expenses involved in owning rental property, such a maintenance. Frighteningly, nearly 60% of small landlords "…said they did not have access to any lines of credit that might help them in an emergency," according to a March survey conducted by Avail, a rental platform software company. Ouch. Thankfully, you can help these people. What's in it for you? I think it's safe to say that those landlords who bought their property at the bottom of the market (after the Great Recession), and haven't borrowed against it, are sitting on a ton of equity right now. And the facts bear that out. Alcynna Lloyd at HousingWire.com claims that the average real estate investors who bought their properties in 2012 "… have seen their home equity climb by 261%." That pencils out to an average $141,000 in equity. Imagine being the one who delivers news like this to landlords who are going deeper and deeper into debt the longer the pandemic goes on. The best approach Other investors find the absentee owner niche quite lucrative. Because of this, there's a very good chance that your prospects will have received at least one "yellow letter" from an investor/flipper. The yellow letter is a direct mail piece that is either written by hand (or created to appear to be handwritten) on a sheet of that yellow, lined paper from what is often called a "legal pad." This technique supposedly brings results for these investors, which is why so many of them use it. Direct mail is the best approach to potential clients in this niche and a letter is a perfectly acceptable marketing piece – at least for the first touch. Do yourself a favor, however, and don't use yellow paper. Make your letter professional and valuable. The first step to take when approaching this niche, however, is to determine which area of town you'll farm. Then, order an absentee owner list. If you decide you don't want to use a letter to introduce yourself, there are several other approaches to consider: An Absentee Owner Series postcard (the easiest way). A CMA (include a photo of the home's exterior in the letterhead to make it super impressive). Our Absentee Owner Direct Response Report, "Advice For Cash Strapped Landlords." After you've decided on the medium for your introduction, all of the above are well-suited as follow-up material. Which brings us to the next step: Schedule a direct mail stay-in-touch campaign. It doesn't matter if your "touches" are monthly or quarterly, as long as they are consistent. Don't give up if you don't hear back from these prospects after the first few mailings. Right now, many absentee owners are second-guessing their role as a landlord. Many are quite motivated to get out from under the financial burden. Their pain points are very real, very urgent and you offer the ideal analgesic: sell now. To view the original article, visit the ProspectsPLUS! blog.
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7 Ways to Get More Seller Leads in a Tight Market
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3 Ways to Get More Leads in 2021
If you haven't already done this, I'm betting you're pretty close. Just like people got addicted to, and subsequently stopped complaining about, how the pandemic was 'unprecedented' and working from home became 'the new normal,' I think we're ready to leave all of the '2020 complaining' behind us. 2021 is going to be a great year, and there's no time like the present to start taking advantage of the opportunities we'll find. Part of what is going to make this year so great is that we've got a fresh chance to take stock of the best ways for us to fill the real estate sales funnel. Listings are the lifeblood of real estate. And absolutely no one enjoys enduring feast and famine routines as they try and build sustainability into their business. To gain—and maintain—momentum month after month, we need to have in place some solid practices around listings and lead generation. Tips and Tricks Unless you've got homeowners or corporate real estate managers beating down your door every month, or leaving new business on your doorstep, give these tips and tricks a try. Cultivating listings takes effort, but there's also no reason to reinvent the wheel. 1. Top 50 Contacts Neighborhood networking and sphere of influence marketing is essential for every real estate agent. This is the easiest thing to do because you're simply reaching out to, and catching up with, people you already know. Quick conversations with your HVAC rep or your brother's cousin in the mortgage business are a fantastic way to keep your ear to the ground and stay top-of-mind for your contacts. Routinely (quarterly, every six months, or whatever makes the most sense for that person) offer to buy lunch, or grab coffee, or send a quick 'thinking of you' card. Those 50 people know 50 other people, and so on. Keep them close and happy and talking. 2. Social Outreach Include social media and real estate postcard campaigns. These are still a great way to get your name out there and to stay in touch with prospects, but it can take time to design and distribute. The advent of apps like Instagram and Snapchat provides you with a platform to instantly send a picture of a property, an open invitation to view your newest listings, or to show off your wonderful and hardworking team to the world. But don't just jump out there on your own if you're not skilled or confident. Make sure you've got the right approach, put some thought behind your postings, and remember that your brand is on full display once you hit 'Send' and especially when/if you comment on anything. 3. Help Distressed Homeowners It might not seem like it at first, but distressed homeowners could be a great way to find new listings. Homeowners behind on their commitments want to avoid declaring bankruptcy and foreclosure, if at all possible. One of the lingering effects of 2020 on homeownership is that there are bound to be folks who need the kind of help of a real estate professional to get out of their current home and into something they can more easily afford. That could be a true win/win situation and you could get started with a couple of simple online searches.
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How Do Most Clients Find You? Why It's Vital to Stay Top-of-Mind
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Get More Listings with the Right Seller Services
Most real estate agents know that staged homes sell faster and for more money. Some, however, go beyond merely suggesting staging to their listing clients. Rather than lay the burden of staging on their clients, these agents bring in a staging team, at no expense to the homeowner. What seller services do you offer? Does that list on your real estate website include the usual? "Complimentary home value analysis!" "Open Houses and Broker Tours" "Your home will be entered into the MLS" "Your home will be featured on our website" "Place a distinctive [name of brokerage] for-sale sign on the property" "Active promotion to my expansive network" "I will bring the buyers to you" (for more information on how to do this by becoming a Market Maker, watch this video) These are actual "Seller Services" offered by agents on their websites. If you are tired of not getting the listing and want to truly offer value, thereby standing apart from the crowd, it's time to change things up. Read on for some tips. Complimentary Pre-Sale Home Inspection As you know, when a problem is unearthed by the inspector, the entire transaction is at risk. Why not be proactive and head off as many challenges as possible before putting the home on the market? Offer your listing clients a free, pre-market home inspection. Yes, some agents balk at the idea, claiming that the inspection now becomes a disclosure item. And that's true. The flipside to this is that the items on the pre-sale inspection list will most likely show up on the buyer's inspection report as well. A pre-market inspection allows the homeowner to make the repairs that the lender or buyer will most likely demand. If for some reason your client can't or won't make repairs, you'll have the time to determine upfront how to deal with repair requests and to have that heart-to-heart about lowering the asking price. Professional Photography I don't need to tell you that there are far too many agents out there who are still snapping listing photos on their smartphones. Since the first showing of a home typically happens online, it's needs to be ultra-compelling. We know many successful agents who have left the old ways behind and offer the services of a professional photographer to snap the marketing photos. Yet, that service isn't listed on any of the websites we researched for this blog post. Virtual Tours Over the past few months, the popularity of 3D tours has outpaced other types of virtual tours, including video. In fact, a recent study by the NAR claims that "Consumers Strongly Prefer Listings With 3D Tours." Here are a few other things you should know about virtual tours: "About 55% of survey respondents say they'd even consider buying a property sight unseen if there was a 3D tour available in the online listing." (NAR) Agents who use 3D tours in their marketing of listings sell them 20% quicker and for 9% more than agents who don't use them. (Matterport survey) Almost 80% of real estate consumers say they would switch to a real estate agent who offers 3D tours of homes for sale (Matterport survey) Consumers are demanding more than a video of a home's interior. They want the ability to virtually tour homes without someone else deciding what they can and cannot view. If other agents in your market offer this service and you don't, the chances are pretty good that you won't get the listing. Do yourself a favor and earmark some marketing dollars for at least one, true, seller service in 2021. To view the original article, visit the ProspectsPLUS! blog.
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Your Script to Cold Call Landlords During COVID
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3 Key Strategies to Generate More Real Estate Leads and Fill Your Pipeline for Months
To be successful in real estate, you must be forward-thinking. Too often agents are caught up in the short term (closing deals or looking for ready-to-transact leads) and forget or de-prioritize building a pipeline long term. Today's efforts will yield tomorrow's clients. By keeping your marketing engine running 24/7, you'll generate new real estate leads that you can nurture into future clients.
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6 Ways to Get More Seller Leads
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10 New Lead Sources to Explore Before New Year's
Consistently generating new leads is one of the most important tasks real estate agents must master to be successful. Most experts recommend nurturing at least 3-5 different lead sources to fuel your business. Here are ten lead sources you should explore for the new year that may help you reach your business goals.
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[Best of 2020] 10 Thank You Notes That Will Generate Business
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7 Real Estate Workshop (or Webinar) Topics that Generate Leads
Hosting a real estate workshop or webinar will inform a lot of buyers and sellers while they decide if they want to buy or sell a home. The goal of your real estate seminar is to educate and inform people while asserting yourself as a real estate expert and guide. As part of your presentation, make sure everyone leaves with your information and give them important content that will guide them through their buying or selling journey – whichever applies to them. If someone is farther along their real estate journey, give them homework and a list of steps to complete to reach the next phase of their journey. Finally, ask past clients to invite their friends and promote your seminar. Here are seven examples of real estate seminar topics:
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Generating Listings: Ninja Style
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Working the Referral Game: How to Get Your Clients Producing Your Next Best Lead
Research from the National Association of Realtors shows that clients don't shop around and 75% of buyers and sellers contact or interview only one agent. A referral, therefore, is the surest way to be that first and only agent that a client contacts. In fact, Outbound Engine has found that successful agents get up to 75% of their business from referrals. Agents know that people trust direct referrals from their family and friends. But, many fail to capitalize on this because they either don't know how to ask, or when and how to ask someone without seeming self-centered or desperate. Here's how you can change that, and successfully ask your best clients for referrals.
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The Latest Trends in Team Software
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Growing Your Team Business with Productivity Software
The following is an excerpt from RE Technology's Success Guide to Team Software: Operating a team is pretty similar to operating a brokerage. The advantage that teams have over brokers usually relates to having more influence over the activities of the team. Quite frankly, beyond compliance related activities, most brokers have little or no control over how agents operate. Teams come in all shapes and sizes, but one shared commonality is a unified approach to how they operate and how they provide services to clients. For example, some top producing agents focus on listings, often carrying an inventory of 10 or more listings. At that rate, it is hard for the listing agent to also take on buyer clients. So, they create a team of buyer's agents to respond to leads generated on their listings, both digital and from yard signs. The biggest concern by the listing agent is the effectiveness of buyer's agents at converting those leads to grow the business. Another key common element between these team solutions is buyer and seller lead tracking paired with powerful follow-up actions that generate business. More than anything, these platform solutions offer the team leader the ability to empower team members with great follow-up software while simultaneously evaluating the strengths of team members converting opportunities into business. Another prevalent feature of these platforms is a focus on lifetime relationships with every client in the database. With the entire team able to see what the last touch was with the customer and how they responded to it, this component creates continuity with client engagements, driving home future repeat business and referrals. For too long, real estate teams have primarily targeted new business generation while allowing existing customers to stray from insufficient relationship maintenance. All of the tools in this year's Teams Success Guide facilitate collaboration between you and your team, helping your customers receive the best possible service. These platforms are proven to help you stay organized. You will be able to run reports on the effectiveness of your team members and have visibility into their activities. Each of these companies invest in dedicated staff members who deliver awesome support resources, ensuring that your team maximizes their productivity when using these platforms. But remember, you must make sure that your team of agents and staff attend those trainings and maximize the features of whichever platform you choose. Download Success Guide: Teams to learn more about Team software trends, how to evaluate Team software, and more.
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A New Strategy to Unlock Local Inventory and Win the Listing
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How to Find a Lead With Only Their Name and Email Address
Your phone receives a notification while you're driving home from your brokerage. *Beep* *Beep* It's a lead alert! You start feeling excited as you press the notification. To your dismay, the lead you just generated only left their name and email address. This isn't new for you. In fact, it happens far too often. With shattered expectations, your excitement turns to an emotion best represented with the onomatopoeia, "meh." There's nothing you can do with just an email, right? Wrong! You couldn't be further from the truth. In this article, I will show you how to gather more information such as a full name, address, phone number, and more from a lead that only leaves their email address.
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The Ultimate Guide to Geographic Farming
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9 Ways to Use Social Media to Make Your Website a Better Lead Engine
Social media is a powerful marketing tool for all types of businesses--the real estate industry is certainly no exception. Studies show that sales associates are consistently among the most active on most social media platforms. The National Association of REALTORS® reports 77% of real estate professionals use social media marketing in some form for their businesses. Over 80% of online users are active on Facebook. As a sales associate, you understand the significant impact social media has on building trust with your clients and generating leads for your business. Social media is unbeatable when it comes to driving traffic to your website and turning those visitors into leads. You can use social media channels to promote your brand and your listings. It's an essential part of your marketing strategy that helps you connect with your targeted audience, where they spend a good deal of their time. It also enables you to cultivate long-term relationships with current clients, past clients, and future referrals. When you incorporate social media channels into your marketing strategy, you're inviting people to your website right when they need you. Many people find it tough to uncover the best ways to use social media for growing their business. This can lead to their social efforts falling by the wayside after an initial burst of enthusiasm. Here's how to make social media an asset for your real estate website: 1. Choose the Best Social Channels for Your Brand Each social media website has advantages. For example, Twitter is terrific for connecting with people in your community because anyone can see your posts. Facebook tends to be effective for cultivating connections with your past and current clients. Instagram is ideal for real estate photos, and LinkedIn can be superb for those specializing in luxury and commercial properties. 2. Share Plenty of Amazing Photographs and Videos Real estate is visual: People need to imagine living in a home before they will truly be enticed by it. Facebook and Instagram, in particular, offer lots of opportunities to share your best real estate photography. 3. Introduce Virtual Tours and Open Houses for Your Active Properties With buyers and sellers looking for alternatives to in-person showing, social media has a chance to shine. A virtual showing can come in the form of a guided video tour of a property or even an interactive, panoramic experience using still photos of each room. Sharing this compelling multimedia content gets prospective buyers off the fence and onto your website. 4. Make Your Blog the Cornerstone of Your Social Strategy Most of your future clients will find you online. Not only that, but going online to check out local listings is often a buyer's first step. Your blog can help. By sharing helpful, informative articles on real estate trends, you guide leads through the whole process. Since they recognize your expertise, they are more likely to choose you when they enter the market. 5. Use Automation to Your Advantage for Better Consistency Some business owners sink hours a day into social media when they first get started. Automation helps you stay focused on high-value tasks. The right automation tools will allow you to pre-write your social media updates and post them when your audience is active. You can also instantly share your listings, reviews, testimonials, blog posts, and videos. 6. Promote Your Best Reviews and Testimonials on Social Media Social proof is one of the most potent ways to get attention from future buyers and sellers. 7. Create Opportunities for Interactive Conversations Social media isn't just for brands to talk "at" their customers. Two-way conversations are key to building relationships. Monitor mentions of your brand, relevant hashtags like #RealEstate, and news about your community being shared on social media. This helps you find others who can benefit from your expertise. And, of course, always respond to any replies to your social posts! 8. Use Industry Hashtags to Make Your Content Discoverable Social media is a wide world, and you want your content to be discoverable. Hashtags make it happen, clarifying the subject of your posts, so they show up in search. Always include 1-3 hashtags like #JustListed, #DreamHome, #ForSale or #PropertyWatch. 9. Absorb the Lessons of Analytics to Use Your Time Wisely Analytics software gives you information about your social media following, how people find you, and what content they're interacting with. Virtually all social platforms now have their own analytics, though they may only be available to active advertisers. By checking your analytics weekly, you can learn which posts are popular and tailor your content accordingly. Many sales associates jump into social media with both feet, only to be disappointed by their results. Early setbacks can conceal social media's power, but marketing automation unlocks it. Social media marketing done correctly helps you zero in on your community members ready to buy or sell, then earn their trust. You can reach great results and have the work-life balance you deserve. Not getting your copy of Delta Media Group's magazine, Real Estate Marketing & Technology? Sign up today. Your subscription is FREE. To view the original article, visit the Delta Media Group blog.
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20 Real Estate Lead Generation Ideas that Work
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7 Ways to Simplify Your Real Estate Website to Increase Lead Generation
Marketing and psychology go hand in hand. As a real estate professional/marketer, you've probably asked yourself why consumers behave a certain way or why someone does the things they do. For example, a lead that doesn't do research because they rely on you, an inspector that misses the attic because it's probably good, or an agent that doesn't persistently follow up with a lead because it isn't good. Many of these behaviors are caused by human's natural tendency to choose the path of least resistance. People want to take the easiest route that uses the least amount of thinking and energy.
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The Ultimate Zoom Playbook for Lead Generation
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Top Producer Reveals Secret to Direct Response Farm Marketing with RPR
The following is an article from Trang Dunlap, a REALTOR from the San Francisco Bay Area. She uses RPR to market herself and to farm for new prospects, all while saving herself time and money. Read on to learn exactly how Trang leverages RPR to gain new clients. Systematic Farming Using RPR and Direct Response
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Friday Freebie: The 'Secret Sauce' to Online Lead Generation
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Are You Working Too Hard to Get Easy Leads?
Are you uncomfortable asking people you know for leads? You're not alone! The most convertible leads come from people who know, like and trust you. Warm referrals at the time of highest need are the easiest and often most successful type of referral. The trick is to help your raving fans keep you top of mind when someone expresses their plans to buy or sell real estate. How can you help them help you?
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Open House Attendance Down? 6 Ways to Attract Interested Homebuyers
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Friday Freebie: Lead Generation and Marketing Budget Calculator Tool
Has your real estate sales funnel been derailed by COVID-19? How about your budget? Everyone's been thrown a bit off by the pandemic, and most of us need to reevaluate the goals we set for ourselves at the beginning of the year. If you need help getting back on track, this week's Friday Freebie is for you! Free Lead Generation + Marketing Budget Calculator tool, courtesy of Zurple We've said it before, and we'll repeat it again: A goal without a plan is just a wish. And to create a solid plan, you need to crunch some numbers. Or, in this case of today's Friday Freebie, let this free budget and lead generation calculator do it for you. Zurple is offering RE Technology readers a free tool that lets you set your desired gross commission income goal, and then see how many leads and closings you'll need to reach that goal. This tool also calculates the marketing budget you'll need to meet your goal, factoring in various individual lead generation sources, like your website, digital ads, referrals, email, social media, and more. Zurple's Lead Generation and Marketing Budget tool helps you: Estimate the amount of leads and closing required to hit your Gross Commission Income (GCI) goal based on the national average and your historical conversion rates. Projects your marketing expenses based on your conversion rates so you can budget appropriately. Track your lead generation results so you can compare them to your goals. Ready to get your 2020 goals back on track? Download Zurple's FREE Lead Generation + Marketing Budget Calculator tool now!
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5 Steps to Build Out Your Real Estate Mobile and Text Message Marketing Strategy
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How to Use Video to Increase Conversions: 4 Templates for Real Estate Agents
According to Cisco, 82% of internet traffic will be video by 2022 and 90% of consumers state that video helped them make purchasing decisions. In fact, people watch one billion hours of YouTube videos every day, which is more than Netflix and Facebook video combined. If we take this into consideration when talking video marketing, YouTube videos are the best thing for your real estate business. The next big question is how to produce the kind of content that will not only drive your leads to action, but help you generate new leads. There are a few tested and approved methods for video marketing that could be freely used for real estate services.
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Want More Listings? Call Your Database and Ask These 4 Questions
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5 Ways to Lose a Lead Real Quick
Leads are the lifeblood of any business. Period. Whether you are communicating to a lead or client, both should be given the same amount of attention. If a prospect was recommended to you, found you online or heard about you by way of word of mouth, the clock has started for you to make them feel comfortable in helping them with this major transition in their life. You might think that mishandling a new lead is a short term problem, but if it's consistent, putting a band-aid on it will only make the same issues persist down the road – damaging your reputation and your business referrals.
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The Ultimate Guide to Facebook Lead Ads for Realtors
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Are Your Listing Photos Costing You Leads?
NAR reports that, in 2019, a whopping 93% of home buyers and sellers turned to the internet to help with their home search. With so many potential prospects looking at your listings and digital ads, there's no room for error in how you present properties. Above all else, consumers are taking a critical eye to each property photo. Buyers are determining whether your listing is worth their next step, while sellers are assessing your marketing abilities based on how you present your active listings and how attractive your listing ads are.
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5 Things Every Real Estate Website Should Have
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Your Real Estate Blog: How to Turn It into a Lead Magnet
No matter where you live in the United States, most people will find your real estate business online. One of the best ways to take control of your real estate brand is by blogging. A blog is a gold standard for generating traffic, leads, and building relationships. Blogging keeps you top-of-mind with your readers while it positions you as an expert through helpful, informative content. Also, when you blog regularly, you benefit from an SEO standpoint. Google favors websites with relevant, unique, and engaging content.
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Warm Up Cold Real Estate Leads with SMS Texting
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Converting FSBOs to Clients: 4 Tips
Homeowners who attempt to sell their homes on their own (FSBOs) may seem like lost causes. They often have many objections to listing with an agent, with the forerunner being the cost of commission is too high. Truthfully though, they are an underestimated potential client base, and converting FSBOs to clients could just push you over your sales goals this year. It is difficult to build a relationship with someone who wants nothing to do with your services, but that needs to be your focus. FSBOs will not be easy to recruit, so building a meaningful, trusting relationship with them over time is your best bet to successfully convert them to a client. Follow the tips below in order to learn how to foster these necessary relationships, and eventually make them profitable.
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It's Not About Luck: 6 Ways to Maximize Leads and Entice Buyers
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How to Build an Income-Producing Referral Business
Imagine having a business where most of your income comes from people you know. That is the dream of many new and seasoned real estate agents. And it is not only possible, it is achievable. Real estate is an essential business built on relationships, and your database is your goldmine. By following the suggestions below, you can begin learning the skills to effectively communicate, network and grow your business. The incredible results will be a business that is built on referrals. This means increased revenue and a solid business that is continually expanding. Get ready to start mining. Your road map to success begins here. It all begins with who you know.
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The 5 Best Real Estate Cold Calling Tips
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Get More Listings: Pursue Absentee Owners
As various states ease lockdown mandates and life starts to at least minimally resemble what it used to look like, the real estate market is on track to be far better than many had assumed. No, we probably won't see the fiery spring real estate markets of yesteryear, but the housing market may just prove to be the bright spot in the economy. Things have changed, however, from buyer preferences to how homes are shown. Have you vegged out enough on Netflix over the past few months or are you ready for the new world of real estate? We've found a couple of niches that we think will be especially worth your time and effort to pursue in a post-lockdown real estate market. One of these is landlords, aka "absentee owners." Who are they? "There are about 8 million individual landlords in the U.S., those who typically own between one and 10 properties," according to Diana Olick at CNBC.com. She goes on to state that these landlords "manage half the rental properties" in the U.S., with 48 million tenants. Many of these landlords bought their properties between 2012 and 2014. Sure, the big guns (institutional investors) bought then as well, but almost half of investment properties were purchased by the individual landlord – the "Mom and Pop" investor. Then, in 2018, the share of small investor activity in the housing market soared to 60%, according to Core Logic's "Home Investor Report." Most of the homes these smaller investors buy are starter homes, by the way – in huge demand in the current market, as you well know. These investors are prime targets, right now, for listing opportunities. Your audience, then, will be landlords who bought investment properties between 2012 and 2018. Their pain points The COVID-19 pandemic created a perfect storm of unemployment, closed businesses offering zero jobs to replace those lost and a government financial rescue program that isn't seeing cash flowing to landlords. Your audience of absentee owners doesn't include the REITs with numerous rental properties and quite deep pockets. Again, they're the small investors, many living paycheck-to-paycheck, just like the rest of us. Their biggest pain point right now is how, without rental income, they'll make their mortgage payments without begging for forbearance and facing a huge payment when it's all over. That is, if they qualify for forbearance. In California alone, it's estimated that 85% of tenants couldn't pay their rent in May, according to SpectrumNews1.com. The news site also claims that "… banks don't have an obligation to help landlords." Even if they are granted forbearance, there are other expenses involved in owning rental property, such as maintenance. Frighteningly, nearly 60% of small landlords "…said they did not have access to any lines of credit that might help them in an emergency," according to a March survey conducted by Avail, a rental platform software company. Ouch. Thankfully, you can help these people. What's in it for you? I think it's safe to say that those landlords who bought their property at the bottom of the market (after the Great Recession), and haven't borrowed against it, are sitting on a ton of equity right now. And the facts bear that out. Alcynna Lloyd at HousingWire.com claims that the average real estate investors who bought their properties in 2012 "… have seen their home equity climb by 261%." That pencils out to an average $141,000 in equity. Imagine being the one who delivers news like this to landlords who are going deeper and deeper into debt the longer the pandemic goes on. The best approach Other investors find the absentee owner niche quite lucrative. Because of this, there's a very good chance that your prospects will have received at least one "yellow letter" from an investor/flipper. The yellow letter is a direct mail piece that is either written by hand (or created to appear to be handwritten) on a sheet of that yellow, lined paper from what is often called a "legal pad." This technique supposedly brings results for these investors, which is why so many of them use it. Direct mail is the best approach to potential clients in this niche and a letter is a perfectly acceptable marketing piece – at least for the first touch. Do yourself a favor, however, and don't use yellow paper. Make your letter professional and valuable. The first step to take when approaching this niche, however, is to determine which area of town you'll farm. Then, order an absentee owner list. If you decide you don't want to use a letter to introduce yourself, there are several other approaches to consider: An Absentee Owner Series postcard (the easiest way). A CMA (include a photo of the home's exterior in the letterhead to make it super impressive). Our Absentee Owner Direct Response Report, Advice For Cash Strapped Landlords. After you've decided on the medium for your introduction, all of the above are well-suited as follow-up material. Which brings us to the next step: Schedule a direct mail stay-in-touch campaign. It doesn't matter if your "touches" are monthly or quarterly, as long as they are consistent. Don't give up if you don't hear back from these prospects after the first few mailings. Right now, many absentee owners are second-guessing their role as a landlord. Many are quite motivated to get out from under the financial burden. Their pain points are very real, very urgent and you offer the ideal analgesic: sell now. To view the original article, visit the ProspectsPLUS! blog.
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The Time Is Now to Supercharge Your Database
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3x Your Lead Generation ROI with These 5 Tips
It's no secret that leads are the lifeblood of your real estate business, but they are also a source of frustration. Agents often question the ROI on their lead spend, blaming the quality of the inbound leads when they don't convert, instead of looking at the user experience the lead undergoes from the moment it's received. Here are some tried and tested tips to ensure that every lead in your pipeline receives a meaningful, relevant experience and that you will nurture and convert on a much higher percentage. 1. Evaluate Lead Source vs. Monthly Production Do you know where the bulk of your past business came from? Use this handy spreadsheet to backtrack over the past 12 months to determine where your business originated (e.g., referral network, social media advertising, PPC lead generation, etc.) and make sure you are putting ad spend into the channels that produce. 2. Use a CRM A CRM (Customer Relationship Management) is a necessity to effectively manage every stage of your lead's lifecycle. A comprehensive CRM will allow you to keep detailed lead records, prompt outreach and follow-up, and provide valuable insight into every step of the sales process. I recommend an end-to-end solution like Elevate, which provides one singular location for everything you need without requiring convoluted (and pricey) 'bolt-on' technology. 3. Create Marketing Workflows For every $1,000 spent on lead generation, an average of $10 is spent on lead nurturing and follow-up. I assure you that many times it's not the quality of the lead that's the problem, it's the quality of the follow-up! A good workflow will allow you to automatically connect with your leads in a timely manner, while prompting you to take meaningful action along the way. Your workflow should include telephone / text outreach, email, social media connection, and even direct mail (a handwritten note goes a long way). Communication should feel personal and relevant to whatever stage of the process your lead is in, and you should receive analytics on engagement behavior (e.g., opens, clicks, responses) where applicable. Once again, a strong end-to-end CRM like Elevate will have pre-built workflows and communication tools built in that you can easily customize. 4. Touch Frequency Statistically, it takes anywhere from seven to 13 touches to convert a lead into a qualified opportunity, so when you are developing your marketing workflow, be sure to touch your leads early—and frequently. I develop marketing workflows for many brokers and agents, and generally will start with 27 touches over 30 days, with 14 of the touches occurring in the first seven days. Sound like a lot? It is—and it works! 5. Be of Service The real estate agent who's just there to sell will NOT have as much success as the agent who's there to be of service. When developing your workflows and touchpoints, make sure you include helpful resources, personal insight and local 'goodies' as part of your communication process. This helps build rapport and drives higher engagement with your leads. I always enjoy buying from someone that I actually feel connected with, don't you? I know, I know—taking the time to learn a CRM and build meaningful, intelligent workflows is not why you went into real estate. Trust me, though—the time you spend putting these strategies in place will be well rewarded. You will have greater efficiency, happier clients, and increased ROI on your lead generation dollars. Happy selling! Bondilyn Jolly is a tech entrepreneur, investor and business leader. She currently serves as the VP of Marketing at Elevate and the Managing Partner of 3sixtyfive.agency, a full-service digital and creative advertising agency servicing the real estate sector and beyond. Bondilyn and her team work with brokers, agents and companies to build unique, memorable marketing experiences both online and off.
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Learn How to Win New Listings During COVID-19 by Delivering a List of Qualified Buyers
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10 Things to Do When you Receive a Referral
There are 10 things you ABSOLUTELY must do each and every time you receive a referral to ensure you get more and more referrals each and every year, month, week, and even day. Here's what you do each time someone sends you a referral: 1. Call the referring person immediately to say THANK YOU for the new referral. Ask if there is anything special you need to know about the referral. 2. Call the NEWLY referred person THE MOMENT (or at least within five minutes) you hang up the phone with the person who sent the referral. Set an appointment immediately. DO SOMETHING to make sure you are connecting with your new contact. Whether it be face-to-face or not, show initiative. 3. Add your new referral to your CRM system AND your Client Appreciation program (If you don't already have a client event Client Appreciation Event Marketing program, check out our blog post, Client Appreciation Event Marketing). Makes sure to tag/note who referred them. 4. Set up a follow-up call with your new referral. It never hurts to check in with them to see how things are going. Use the following script: "I just want to make sure I'm not dropping the ball on my end!" 5. Send a video text message! Limit it to 10-15 seconds in length. You should make two videos: "Thank You" to the referrer "Thank you" to the referree 6. Send a personal, handwritten note to the referrer. Include a client appreciation gift, such as a $5-10 Starbucks gift card or a gift card of your choosing. You want to make sure you reward the act of sending the referral. Whether the referred person ever does business with you or not is irrelevant at this point because it is not their job to make sure that the person does business with you. You want them to simply send you the referral, and you should be able to take care of the rest. 7. Send a personal, handwritten note to the person being referred. You will want to thank them, introduce yourself again, and make sure they know how to contact you. 8. Create a Facebook video and tag the person who sent the referral. Thank them for referring their friends and family. DO NOT tag the person referred unless you have permission to do so. 9. Send professionally made gourmet cookies (or something similar) to the office of the referrer. You want to make a big deal about it. Make it a day they'll never forget! Go big with balloons! Coach Michael Hellickson suggests CookiesByDesign.com. 10. In your "Friends Referring Friends" section of your newsletter, include both names, giving credit, and thanks to the person who sent you the referral. (If you don't already have a newsletter, you MUST read our blog on the "Perfect Real Estate Client Newsletter.") After much time, effort, energy, and money is invested in generating referrals, many agents drop the ball with a referral and the person who sent it. Don't be that agent! Follow this list closely to ensure the best possible chance of doing business with the referral, and to cultivate additional referrals from the referring party. Bonus: Contact the person who sent you the referral upon closing to thank them once again. A phone call works best here! As our way of saying thank you for taking the time to read this blog, we invite you to a FREE 55-minute NO PITCH one-on-one coaching call with a Club Wealth® coach! Request a strategy session here. To view the original article, visit the Club Wealth blog.
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The Time Is Now to Build Up Your Prospecting Muscles!
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How to Set Up Facebook Instant Replies to Convert Real Estate Leads
Did you know that it is a really simple process to convert a Facebook follower into a real estate lead? Being able to generate business from a Facebook page is an equation that agents are always trying to crack. If you read further, we provide you with some information that not many agents know about. Automating Facebook Messenger to Feed You Leads
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The 5 Best Real Estate Cold Calling Tips
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How to Write a Strong Call-to-Action and Convert More Real Estate Leads
Words matter in real estate. The message you craft for leads will determine how many convert. If you are not seeing the sales figures you need, you may want to take a look at your call-to-action on Facebook and other platforms. What Is a Call-to-Action? A call-to-action (or CTA) is the part of your marketing that encourages your leads to do something. It's the phrase or sentence that tells readers to "sign up," "get started," or "download a free trial." This sentence has outsized importance in marketing because it is the one most closely linked to action.
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So You Want to Generate Leads...
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Friday Freebie: 6 Downloadable Reports for Connecting with Prospects
While we all may be stuck socially distancing for a while, there's still ample opportunity to connect with real estate consumers. The trick? Offer something of value… like these six free reports. (And with legions of people stuck at home right now, there's no better time to offer good reading material.) Read on to find out how you can claim these brandable, downloadable reports for yourself! Download these 6 free reports, courtesy of ProspectsPLUS! Now's a great time to build up your database—and one of the best ways to do that is to offer something of value to online consumers. Just set up a landing page that offers to send one of these reports to consumers in exchange for their contact information. (And then be sure to add them to your CRM and to the appropriate drip marketing campaigns.) You can also mail the reports to consumers. In fact, ProspectsPLUS! even offers suggestions for mailing frequency and follow-up postcard campaigns for each report. And when things finally return to some semblance of normal, these reports make excellent printed pieces to distribute at open houses or leave behind after listing presentations. These reports come as downloadable PDFs and are easy to add your name and contact information to. They target a variety of audiences, too—sellers, expireds, FSBOs, cash buyers, and more. Here are the reports that ProspectsPLUS! is offering for FREE to RE Technology readers: How to CHOP $24,000 & 4 Years OFF Your Mortgage Merchandising Review BusinessBASE™ System for Building Your Book of Business For Sale By Owner First Aid Cash Buyer Checklist Five Keys to Selling Your Home Sooner Download these six reports now and start connecting with prospects today!
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Real Estate Prospecting: What You Need to Know
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3 Steps to Attract Millennial Homebuyers on Instagram
Young and first-time homebuyers are an increasingly relevant demographic. Not only are they an exciting new revenue stream, comprising 36 percent (and counting) of all homebuyers, but they're also a recurring one: Millennials move about once every two years, a rate three times more frequent than baby boomers, their parent's generation.
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10 Thank You Notes That Will Generate Business
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New Social Advertising Tool Lets Realtor Expand Her Reach from Coast to Coast
Realtor Ariana Loucas has long used social media as a tool for connecting with her sphere, but she was unhappy with her options for advertising on social networks. You see, Ariana operates in Washington, D.C., a market with a lot of relocating real estate consumers, but her social advertising options didn't let her cast as wide of a net as she needed. "They'd offer a 15 to 25 mile radius, and certainly not an option that could go coast-to-coast or globally," she says. That all changed recently when Ariana signed up for realtor.com's new marketing program, Market Reach. "They've been able to put my listings in front of someone coming from Minnesota or currently in California who want to move to the DC area." In the interview below, Ariana shares the success she's had in reaching out of area real estate prospects. From video ads to impressing sellers during listing presentations, read on to find how you, too, can increase the reach of your business. Some use social media successfully to generate leads – others have tried it but did not keep it going. What's been your experience? I use social media and I actively communicate through it. I find it very effective so I haven't abandoned it as a business tool. But I did stop the ads as a lead source until recently. What is your social media lead source now? I started using realtor.com®'s new program Market Reach. It's very easy to initiate. Also, I like that realtor.com has already targeted the audience. Realtor.com is very good at just reaching the people who have been to their site so we know it's for a true audience of people looking at real estate. It's a much wider audience than what I could have done on my own. I'm casting a net for people interested in moving to the area where I'm working, even if they are coming from another city or state. I could only get so many people within my local area when I did the ads myself. They've been able to put my listings in front of someone coming from Minnesota or currently in California who want to move to the DC area. How does this compare to the ads you stopped doing? In the past I've tried making my own ads on social media and picking a range—it would give me so many miles out of where I'm located that I can advertise in. The same thing with follow-me ads that exist out there with various companies. They'd offer a 15 to 25 mile radius, and certainly not an option that could go coast-to-coast or globally in front of an audience that I can now do with the realtor.com product. They are now combing the country and beyond to have those people that are searching for real estate matching exactly where I'm marketing. They're showing them the house or my video or the community; whatever it is that I have put into that slot or my audience. Why do you feel compelled to reach buyers coming from out of the area? I'm in a transient area with people moving in and out all the time all year long with military and federal government and contractors. This allows me to tell the seller that no matter where the person is moving from—whether they're being relocated here from Germany, whether they're being relocated here from Texas—I'm going to be one of the few agents that's going to be able to have their home front and center. Do you use this on listing presentations? Yes, I can tell my sellers that because I invest in the marketing specific to their home's location it really will give them more clicks, more views, and that all drives more foot traffic and tours to the home to generate offers. You mentioned that realtor.com can assist in preparing and placing a video. Why use that particular form of content? In today's world, everyone is scrolling quickly through social media, whether it's Instagram or Facebook or Twitter. Images capture their attention. Moving images such as video will capture it even more. The eyes are drawn to those videos first, and they're going to produce more clicks and more interest. Plus the seller now gets to see how you market your listings. I use the realtor.com video content. It helps me be able to talk about how many homes are on a market in a particular neighborhood or what the community offers for amenities and commute time and restaurants, and all of those things are part of this video they provide. It takes the guesswork out of it for me and simplifies it, and then I can get back to doing what it is I need to do—and that is to sell more homes. Learn more about Market Reach here.
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Drive More Foot Traffic to Your Open House
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Find Seller Leads with Homesnap Pro's Likelihood to List Scores
Ninety percent of sellers hire the first agent they talk to. Think about that: If you can be the first agent that 10 prospects speak with, you could turn those conversations into nine new clients. The All-New Homesnap Pro gives you an advanced set of new tools so you can find seller leads quickly using expanded data and predictive analytics--all completely free to you as an MLS benefit. Then, you can more narrowly target the homeowners who are qualified seller leads before your competition.
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10 Actionable Ideas to Generate Real Estate Leads Online
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9 Underutilized Websites that Can Help You Generate Real Estate Leads
Online real estate lead generation can be a grind. Everyone knows the main strategies: Google and Facebook ads, Instagram posts, etc. It can be difficult to get an edge because the competition is fierce, not to mention the cost. But not everyone needs to market on oversaturated social networks and platforms. In fact, there are plenty of underutilized websites that can help you generate real estate leads. Here are nine examples that are ready for a savvy real estate agent to exploit.
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2 Secrets to More Lead Conversions, Straight from a Top Team's Playbook
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How to Actually Generate Good Quality Leads on Facebook
What started out as a project inside a Harvard dorm room has exploded to a cultural phenomenon, reinventing the way we connect with each other around the globe. Facebook is a social media giant that people use to connect with friends and family, watch videos, get news updates, and maybe even do some networking. The latest stats from November 2019 show there are approximately 2.41 billion monthly users on Facebook. Now, what if you started to look at Facebook as a whole new marketing tool? As an inbound marketing channel that can pull in leads for you – good, quality leads. Would you invest more time in it?
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How to Fit Prospecting and Farming into Your Marketing Budget
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Winning More Listings through Teamwork and Technology
"We're just not into selling," isn't something you expect to hear from a real estate team. But that's exactly what Gabriel Dusharme and Brian Voigt of The Voigt Advantage team have to say about their approach to business. Instead, the pair prefers to focus on caring for their clients and guiding them through the home buying and selling process. That care extends to the technology they use to get their clients' homes in front of as many buyers as possible. In this interview, Dusharme and Voigt share how they leverage technology to drive a positive client experience.
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[Best of 2019] Friday Freebie: Downloadable Report for Home Buyers and Sellers
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What Do You Really Know about Apartments.com?
The other day, we at RE Technology were talking about Apartments.com. As we frequently explore different companies and products to stay current in the market, we sometimes like to challenge our initial perception before further research: As of now, what do we think we know about Apartments.com? Our guess, of course: that Apartments.com just focuses on apartments. We could not have been more wrong. We learned they have many different rentals, not just apartments, and most importantly...RESIDENTIAL RENTALS (single family homes, condos, duplexes, townhomes, etc...) which is the reason they are attending all the top industry conferences.   What is ever more amazing is that there is NO cost for an agent, broker or an MLS to display their listings on the Apartments.com Network. Most importantly, this is “Your Listing, Your Lead” where there is no advertising from competing agents on a single listing. The Apartments.com Network is positioned in the industry as a lucrative lead source for agents to incorporate rentals into their business.  Renters become buyers! We were absolutely amazed that you could find homes, townhouses and condos using the Apartments.com network, which boasts nine different rental sites that receive over 50 million monthly visits.  Each of the different sites fill a different niche for renters. Apartments.com ForRent.com, ApartmentFinder.com  Apartamentos.com ForRentUniversity.com After55.com WestsideRentals.com CorporateHousing.com  ApartmentHomeLiving.com. You would think that using the sites in the Apartments.com network would incur expensive fees for agents and brokers. On the contrary, as stated, —Apartments.com is FREE to the agent, broker, or the MLS. Having a feed thru the MLS is easy for the agent, as their data feed prevents them from having to re-enter the listing every time, automatically uploading it to the Apartments.com network. Last, but not least—for two reasons, the Apartments.com network of sites cannot be a better lead source for agents that deal in rentals. First, the network has more than 50 million renters visit their sites every month—the #1 most visited rental source in the country! Second, renters eventually enter the homebuying market as an additional lead source to agents.  Apartments.com Network is already connected to 200 plus MLS organizations across the U.S.  To find out if your MLS already offers the Apartments.com Network in your marketplace, click here.  If you are not sure that your local MLS is connected, click here to get them added.
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Your Complete Real Estate Prospecting Guide
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Success Story: San Diego Team Triples Their Transactions with Software Switch
We're back with the second entry in our "Success Story" series. This week: Scaling your business with the help of the right technology. The "right technology" is what made the difference for Kyle Whissel and his team. One year after changing software, the team nearly tripled their number of closed transactions. What caused the need for the tech change, and which platform did the Whissel Realty Group switch to? Read on to find out!
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How to Ask Your Clients for a Referral
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Seasonal Tactics to Keep Your Momentum Going this Fall
The last quarter of the year is one of the slower times for real estate in many markets. This leaves many agents wondering how to keep their momentum going through the end of the year. Luckily, even though many prospective buyers will start putting their home-buying plans on hold until after the new year, others will be getting serious about buying or selling a home in time to celebrate the holidays. Find five ways to uncover end-of-year buyers and sellers below!
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13 Last-Minute Halloween Events that Will Grow Your Business
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How to Generate Real Estate Referrals Using Local Online Groups
What's the least favorite part of your job as a real estate agent? Most would say cold calls or introductions. The process of seeking out new leads without a previous connection or relationship can be very difficult. Cold calling is not only difficult, but often uncomfortable and unproductive. How do you respond when someone you don't know calls you out of the blue? Are you open to doing business? Not likely. When you become a local leader in your community, the amount of cold sales activities you need to conduct dramatically decreases. Why? Because people know and trust you in your community. When they think of you, they associate positive feelings towards real estate and actively look to refer you to others. The Power of Local Groups for Real Estate Professionals When it comes to increasing the number of referrals you are receiving, you have several options to choose from: Reach out to your current and past clients and ask for referrals. You can partner with other types of real estate professionals and access their client base. Join and create groups in your area and forge new relationships with potential buyers and sellers. Local groups are one of the most powerful tools available to real estate agents. If you are not active in at least two groups, you are missing out on a massive opportunity. Groups in your community can be a gold mine when it comes to referrals. There are many agents who have already discovered the power of groups but have failed to recognize the opportunity within online groups. Local Online Groups Traditional meetups and groups are still very valuable. There is something about face-to-face interaction that seems to create the strongest bonds. However, there are many online group opportunities which other real estate professionals have not yet discovered (or don't understand). There are four types of online groups that would be a fantastic place to start to generate more referrals: Facebook Groups LinkedIn Groups Subreddit Pages Online Meetups Using Local Facebook Groups to Generate Real Estate Referrals Out of the four types of online groups we are analyzing, Facebook groups have the most people interacting with them. In North America, about 70% of the adult population is on Facebook. With recent algorithm changes, advertising on Facebook has become more difficult, but groups are still extremely useful to real estate agents. You have two options with Facebook groups: create your own or join existing groups. We recommend that you do both. In your local area, there are likely already dozens of groups that you can bring value to. Most cities have groups that focus on networking, entrepreneurship, social good, and real estate specifically. Request to join the groups that have a large number of active users and start contributing. As a real estate professional, you have a lot to share. The more value you give to the group, the more people will take notice. Facebook Referrals You might find that potential clients reach out directly to you on Facebook or they might be more receptive to your advertising after seeing your interactions on the group. In the Facebook groups that contain other professionals, look for opportunities to refer business in their direction. A good deed never goes unnoticed. Before long, you will have a stream of solid referrals coming back in the other direction. If you create your own group, you can facilitate the referral process. You should be finding out what every single member of the group needs, then refer leads their way whenever possible. LinkedIn Groups for Real Estate Referral Generation LinkedIn may have fewer users than Facebook, but the users that are on the platform may be more valuable to you. Why? Because they are professionals of some kind and likely a) have disposable income and b) place value behind professionals and formal designations. If you are hoping to join or create a localized LinkedIn group, you really need to bring tangible benefits or value. When users are on LinkedIn, they are there to do business. What value do you bring to the group? Are you advancing the conversation, or watching from the background? If your local city or town doesn't have a LinkedIn networking group, this would be a great place to start. If one already exists, join it, and look to create a group that focuses on real estate. Worst case scenario, this is an opportunity to increase your sphere of local influence and drive more traffic back to your social media or website. LinkedIn Is Made for Referrals Individuals on LinkedIn are in a business mindset. They are ready to receive and provide value—and they want everyone else to watch that exchange. A group is a perfect environment to facilitate this value swap. Provide value. Then provide more value. Then provide even more value. And then, feel free to ask for all the referrals that you want. As long as you are giving something in return, LinkedIn users will be open to referrals every day of the week. Reddit for Real Estate? If you are unfamiliar with Reddit you may only know it as a website for sharing funny videos and ridiculous cat pictures. Reddit is one of the most under-utilized marketing tools out there. Every professional should be interacting with it in some capacity. The groups on Reddit are referred to as subreddits. There are large subreddits that cover topics such as global news or viral videos. There are also smaller subreddits which can be localized and tailored to serve a small area such as a city. And, like Facebook or LinkedIn, you can look to join pre-existing subreddits or you can embrace your leader role further and create your own. The Reddit environment is a little different than traditional social media platforms and might take some time to get comfortable with it. The advantage, however, is that Reddit is full of consumers and it is not known as a marketing environment. Users don't have their guard up like they do on Facebook. That being said, if you can find ways to provide value on Reddit, cultivating referrals should come easily. Taking Your Meetups Online You already know the power of local meetups and mastermind groups if you follow Parkbench in any capacity. In order to increase the scope and reach of these groups, consider taking them online. Online meetups can serve many different purposes. Everyone in the local group might be looking to increase their knowledge in a particular area (real estate investing, negotiations, etc.) or the goal may be to simply network. One of the biggest advantages to an online group like this is the turnout rate. When you host a physical meetup, people may be hesitant to enter a new environment or they might be too busy to travel to the meeting location. With an online group, they can join the conversation with a click of a button. It might take a little longer to create and grow these groups, but trust us, it will be worth it. These meetings will be much more intimate than a Facebook or LinkedIn group, especially if you use video for the calls. Don't be afraid to start small and invite some of your friends and current clients. Remember, just like any other group, if you are providing value, you will eventually get that value in return. Step into Your Role as a Local Leader Are you ready to join and start some groups of your own? Can you feel your identity as a local leader growing? Don't let this motivation fade! Go and join two or three groups right now and add a post about the current real estate conditions in your area. You have so much value to give as a professional beyond your real estate expertise. If you consistently share that value, you will have more referrals than you know what to do with! Did you enjoy the insights from this article? If you want to learn more about becoming the real estate leader in your community, consider sponsoring your area with Parkbench. Click HERE to see if your area is available! To view the original article, visit the Parkbench blog.
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Top Tools, Templates and Tech for Listing Leads
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Do You Have a System for Real Estate Listing Success?
What are your process steps for getting a real estate listing? Do you have a written or structured set of steps to take a listing, get it on the market, and then to get it sold? After the sale, do you have a well thought out plan for getting referrals from your listing client in the future? You may have plans set out that answer these questions. But, do they fit into a start-to-end set of steps that are all one process for real estate listing success? Whatever your level of success in getting listings and getting them to the closing table, are you concentrating on three short-term processes or are all three combined into a smooth flow for success?
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Friday Freebie: Downloadable Report for Home Buyers and Sellers
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What Happened to All of Your Referrals?
One of the best sources for new business is the business of client referrals. Not exactly a life-altering statement, is it? How about when you take into account the fact that 88% of buyers say they would use their agent again or recommend them to others, and yet only 25% actually do. Now you recognize how important your referral pipeline is or could be to the future health of your business. So if you are questioning where your referrals went, it's time to re-evaluate your referral business.
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The Focused Strategy for Generating Real Estate Listings
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The Five Fifty-Five Program
We all know real estate is a networking industry. If you're not networking and building contacts, then you're not growing... and if you're not growing, then there's probably untapped potential lying dormant within the recesses of your abilities! It can be hard to find the time, resources, and strategies for successfully networking and building your database, which is why we came up with the Five Fifty-Five Program, or the 5x5x5. The Five Fifty-Five program is a system for continually expanding your database so you can get more referrals and rapidly spread word-of-mouth for your real estate practice. The more you build your database, the greater opportunity you have to sell real estate.
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The 8 Elements of a High Converting Real Estate Landing Page
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Think Your Lead Generation Is Expensive and Ineffective? Watch This Short Video for 3 Lead Gen Tips from Industry Experts
Lead generation: two words to strike unease in the heart of any dedicated agent or broker. Funneling potential clients into a sales cycle takes time, energy, and resources... and then comes the actual nurturing of the lead to convert them into a customer. Technology continues to change the way we market ourselves to clients. Lead generation has moved from the tactile world of newspaper listings and flyers to a digital landscape with seemingly endless options. And yet, navigating this terrain of resource-hungry advertising platforms can be treacherous on all sides, especially when only an average of 2% of leads are ready to move to contract within 30 days and it could take up to seven years to close a deal for the other 98%! If it seems like a daunting task to come up with new leads, you're not alone. Many agents face similar issues in their campaigns to create business through lead generation, whether they hire a service or pursue new leads themselves. Recently, Bondilyn Jolly, VP of Marketing at Elevate, an online lead generation and marketing provider, sat down with Denis Pepin, Broker/Owner of United Real Estate Professionals in Huntington Beach, Calif. to talk about common lead generation challenges and their solutions. Here's the video and recap: Problem: Lead generation is expensive. Solution: Generate new leads from your current clients. As an industry average, for every $1000 spent on lead generation, only $10 is spent on lead nurturing. Disrupting this statistic will set you apart from other agents who simply walk away after a deal closes. Actively maintaining a relationship with past clients positions you at the top of their minds when someone they know starts talking about moving. According to NAR's 2018 Home Buyer and Seller Profile, 90% of buyers would use their agent again or recommend to a friend—take advantage of this fact. Problem: More leads exist than actual business. Solution: Lead gen that specializes in analytics could provide higher quality leads—meaning, customers that are more likely to buy. Investing in companies like Elevate that work closely with dedicated and experienced marketing professionals to add value to their lead gen services can help ensure you're seeing a profitable return on your dollar. Problem: Most agents do not have a system to effectively handle and nurture inbound leads. Solution: As part of your sales funnel model, it's extremely important to send potential clients down a tested, proven track towards contract to get the most out of your leads. If you're losing clients at a certain step in your cycle, don't keep trying the same methods over and over until you wear yourself out—change your approach! The best thing to do when you're feeling stuck is to find a reliable, consistent company to work with that responds to agent/team needs.
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5 Ways to Lose a Lead Real Quick
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3 Ways to Leverage HOAs for Leads
There are nearly endless lead generation strategies that opportunistic real estate agents can use to create new business. One underused strategy is connecting with and leveraging home owners associations (HOAs) in your area. HOAs often have well-established communications with homeowners and renters in their neighborhood.
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3 Tips to Attract Your Ideal Real Estate Clients
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Increase Your Inbound Leads with Twitter and LinkedIn
LinkedIn Most people in the business world have a personal LinkedIn, but what many people don't know is that LinkedIn can be just as, or even more effective, for creating connections when you set up a company page. Company pages give you access to connecting with tons of local and distant people or companies in your field of work and if it is done right, can lead to lots of potential business. Follow these five ways to increase real estate leads using LinkedIn and see the difference for yourself.
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How to Snag Baby Boomer Real Estate Leads
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10 More Ways to Increase Real Estate Leads Using Instagram
Out of all social media, Instagram users are the most likely to "take action" on posts. Because of this, Instagram has become a very welcoming place for businesses. Engagement is encouraged in a much stronger way than on other social media platforms, and there are endless possibilities when it comes to advertising on Instagram. Take a look at these ten ways to Increase your real estate leads on Instagram and take your profile to the next level.
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