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Real Estate Agents Deserve Better Tools
Friday, December 20, 2019 at 10:30 AM PST Thousands of agents are incorporating Cloud Agent Suite tools into their everyday workflow. Agents love the modern design that helps them look awesome in front of their clients. With the Cloud Agent Suite, agents are writing more offers with Cloud CMA, sending the fastest listing alerts with Cloud Streams, working smarter with Cloud MLX, and generating their own leads with Cloud Attract. Cloud Agent Suite tools are helping agents stand out from the competition and stay top-of-mind with their clients. Join our live webinar Monday-Friday and we'll cover topics such as: Creating your first landing page with Cloud Attract How Cloud MLX centralizes your workflow How to set your client up with the fastest listing alerts Creating your first Cloud CMA report How to brand your Cloud CMA reports How you can automate your lead follow up process Register now!
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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, that it does not cost anything for an agent, broker or an MLS to have these listings on Apartments.com, and that the site is positioned in our industry as a lucrative lead source. We were absolutely amazed that you could find homes, townhouses and condos using Apartments.com network, which boasts none different rental sites: Apartments.com, ForRent.com, ApartmentFinder.com, Apartamentos.com, ForRentUniversity.com, After55.com, WestsideRentals.com, CorporateHousing.com and ApartmentHomeLiving.com. Each of the different sites fill a different niche for renters. You would think that using the sites in the Apartments.com network would incur expensive fees for agents and brokers. On the contrary—Apartments.com does not charge the agent, broker, or the MLS. They don't even charge for the leads because they follow the Fair Display Guidelines: "Your Listing, Your Lead." 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 20 million renters visit their sites every month—the #1 most visited rental source in the country! Second, as renters go from renting to wanting to buy a home, they will come to the rental agent first. The best news? There are already 205 MLSs connected with Apartments.com. To find out if your MLS already offers the Apartments.com Network to you, click here. If your MLS was not on the list, 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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Turn Your Listing Descriptions into Sales
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10 Reasons Why You Are Not Generating Real Estate Clients Online
Running a successful real estate business is all about the art of taking a calculated risk, staying ahead of the curve, strategically planning, and providing value to your clients in hopes of a higher ROI. The internet has undoubtedly become one of the most prominent and important platforms for businesses to thrive and reach a wider audience. When used appropriately, it can be one of the most effective channels of communication with your real estate clients and prospects. However, most real estate agents are not using the power of their online presence and platforms to their fullest potential.
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10 More Ways to Increase Real Estate Leads Using Facebook
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4 Ways You Can Reach New Leads Faster
It's 2019 and buyers and sellers expect instant access to the information and services they're looking for. Your best chance of converting your leads is to reach them in the first five-minute window after they call or fill out a request form. There are a lot of ways you can respond to new leads more quickly. Find some ideas below.
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4 Real Estate Tips for Turning Listings into a Social Media Lead Magnet
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Friday Freebie: Take a 5-Minute Survey on Listing Strategy, Get Rewards
How's your brand recognition in the area you serve? Do consumers think of you first when they think of real estate? Whether you're a branding superstar or a rookie, realtor.com wants to hear from you via a short survey— and, bonus, they want to give you a bunch of cool, free things in exchange for your time. Read on to learn how you can participate and claim your free goodies.
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Tips and Tricks for Hosting the Perfect Real Estate Webinar
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5 Strategies to Generate Seller Leads and Build Better Relationships
It's no secret that seller leads represent an enormous opportunity for your business. But are you struggling to attract and convert them? Just like with buyer leads, generating and converting seller leads is all about relationship building. The internet and digital media have drastically altered the way we interact with prospects, but the need to build relationships is as important to real estate as it ever was—it's only the way we build relationships that's changed. The best way to build relationships with seller leads is to increase your visibility, provide a strong value prop, and stay in consistent communication. We compiled a step-by-step process of proven strategies top agents use to attract and build relationships with seller leads.
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Reducing Objections and Real Estate Buyers Remorse Before Showings
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Open House Sign-in Sheet Sales Funnel for Real Estate Agents
Open house sign-in sheets are a common practice among agents conducting open houses in their local area. Many real estate marketing coaches have their own version of the "perfect open house sign-in sheet" alongside follow-up strategies and more. However, we believe that these strategies are somewhat obsolete and do not work in today's digital age. Please understand that we are not taking a jab at these real estate coaches. Instead, we are giving you a proven, battle-tested funnel that top agents have been using to successfully convert open house attendees into lifelong customers.
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7 Secrets to Owning Your Area
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To Find a Lead, Think Like a Lead
Leads are the lifeblood of the real estate industry, yet being a lead can often times feel like the life is being sucked out of you. For those on the receiving end of dialing-for-dollars tactics, endless mailers, and social media advertising, it can really fatigue their perception of the industry. However, there is hope! Before we talk further, I am not advocating dumping drip campaigns and (dare I say) door knocking, but I instead intend to promote the benefits of consumer-oriented marketing, using social media as a means to provide content to the world (not just ads), and re-thinking lead qualification.
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7 Ways to Win More Listings Regardless of Market Conditions
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Hosting Events to Build Your Real Estate Business
A party with a purpose... You need many different lead generation sources to create a dependable stream of new leads. Online leads and referrals are dependable, go-to options for the first two, but if you're still looking for another reliable lead source, hosting lead generation events may be a good option.
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Word of Mouth Marketing: How to Turn Happy Home Buyers into Lead Generators
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How to Automate a Google Sheets Lead Capture Form
One of the questions we often receive is how to automate lead capture using RPR reports. Essentially, how can an agent create a process that uses an RPR report to generate leads? Although RPR doesn't have a system to do this out of the box, with a little creativity, it's possible with Google Forms, your own Gmail and Zapier (yes, the free plan). This article will walk users through the step-by-step of creating a report, building a form with Google, and automating the follow-up with Zapier and Gmail. There will be a manual step of copying the report URL to Zapier, but the report can be used for multiple submissions. Let us explain…
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Generating Leads on a Budget
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Tips for Turning Real Estate Client Referrals into Recurring Business
In an era of online reputation and reviews, all businesses are impacted, making customer satisfaction and differentiation all the more important It's no secret--your clients are online and, more often than not, that's where they find your business. In fact, according to the National Association of Realtors (NAR), the home search now begins online 95% of the time. Where does that process begin, where does it end, and what are the steps in between? Throughout this journey, there are many points where agents can find the opportunity to be an asset for the information they seek and offer brand differentiation.
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Key Findings from Our Third Annual Referral Report
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How to Market to Expireds the Right Way
Part One: What, Why, and Where There's no doubt that expired listings can be a profitable and worthy lead generation mechanism for agents new and old. These days, with the proliferation of both agents and tools available to discover expireds, competition is gnawing at returns. Perhaps most importantly, however, is the effect calling on expired listings has to the reputation of the real estate industry. The most common techniques rely on finding or buying contact information for expired listings and calling on them. As Edward Zorn notes, his statement below is an average experience for a seller with an expired listing: "She had received more than a dozen telephone calls, the vast majority being robocalls, since her property had expired form the Multiple Listing Service (MLS) earlier that morning. The few telephone calls that she'd decided to answer resulted in awkward conversations with agents who clearly knew nothing about her property..." In this guide, we explain the reasons why expireds can be high ROI lead opportunities, but describe methods in which agents can stand apart and better deliver value when dealing with expired listings as well as introduce a better overall marketing strategy that still fits with an expireds strategy.
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Elevate Your Content with High-Converting Guides
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Mission Focused: Behind the Scenes of a Top Team
The Nick Shivers Team is mission-driven, dynamic and red hot. What's their secret? Peek behind the curtain of one of the most successful teams in the Pacific Northwest. Nick Shivers Team, Keller Williams Realty Portland Central Building a Culture In real estate, we talk a lot about culture — and culture seems especially important when it comes to building, growing and sustaining a team. How would you describe the culture of the Nick Shivers team? Our team culture is about giving back, through our Sell a Home, Save a Child initiative. So at the core of it, we all believe in trying to help people; that's the basis of the team and the business. But as the team leader, I know that if my agents don't have business opportunities, they can't help clients or give back. So, we recruit with a combination of making sure the culture fits, but also by feeding them high-quality business opportunities and leads so they can better jumpstart their businesses. Extending Your Brand Online and Listings Statistically, sellers list with someone they know and trust. How do you carry your brand over to online to start building trust with those who don't know you and your team? The Local Expert™ product from realtor.com® really helps us in our listing presentations. It's an online ads solution that targets buyers and sellers with ads on realtor.com® and Facebook. And I know it works because my agents are using it to win the listing. The biggest thing that I've seen my agents do there is show sellers, "When people click in your area, you can have your open house advertised right there." It's massive exposure and I know that sellers, who are really interested in their house being seen by as many buyers as possible, are impressed. I can tell without having a lot of data (because we're in the early stages), that it is working right now. We also have our rocket listing, which is our instant buy program that I run on radio and billboards and advertise on realtor.com®. Lead Nurture, Persistence and Conversion If you meet a potential seller online, they may be months away from making a decision to sell. How do you keep the relationship fresh? To be successful, you need to be structurally able to follow up immediately. We offer new agents a 90-day ramp up where they're trained on scripts, dialogue and follow-ups for leads. The key is the follow-up and how they can use our technology to do that. We also focus a lot on staying the course. When I started in the business, I was really good at working with the leads who were interested in transacting in the next 30 to 60 days. I was not so good at the longer-term prospects and that's where the gold is. The sale might come after seven, eight or nine follow-ups. That is where you're going to get a lot of those deals, but it is in those repeat contacts that a lot of agents will give up. So we are laser-focused on training our agents not to give up too soon. Retention Once your agents "get it" and start using these guidelines, do they stick around? If I get my agents on the system, my retention improves. I suggest agents stick with me for a minimum of three years and then if they decide to start their own team, that is completely all right with me. I had an example in 2018, my number one producer decided to go out on his own. We are really good friends and I said, Great, go for it. He made less money this year and admitted that it's a lot easier to think about it and talk about it than to actually do it. Final Thoughts from Nick What defines your company? What are the main reasons that should someone consider joining your brokerage? Our big mission statement is about serving people — saving kids by selling real estate. Everything that we do is based on how we can give back to underprivileged children around the world, so that's number one. If that strikes a chord with you, then you're going to get past the first layer. The second thing is we love the underdog. I don't care where you have been. I want to see that you've had success, but I also believe that it doesn't matter where you start, it's where you're going. Last, it's about our systems and our lead generation and solutions and their long-lasting impact. And from this, we've built a tribe of loyal clients. In today's market, that's so important for agents. And of course, a big part of that is that our followers and clients know what we stand for. Because when you can literally say that your industry has helped — our Sell a home, Save a Child movement has raised over a million dollars to help kids — I think that makes a point where people go, "Wow, I'm not going anywhere else but with these guys and gals."    
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Real Agent Story: Online Branding Key to Winning New and Past Clients
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What to Look for When Buying Online Marketing and Lead Generation Tools
There are three flavors of online marketing and lead generation solutions: some that work great, some that are okay, and those that over promise and under deliver. Doing your research will not only help you sort between the good and the bad, but also enable you to understand which solutions are matched up well to your personality. Begin your research by talking to your broker and/or franchise, and MLS and/or association of REALTORS. Nobody wants to help you sell more real estate than your broker who lives off of a portion of your commission. Brokers are highly focused on helping you by offering effective tools and providing training and support to make sure that you know how to use them. Your MLS and association are also great places to start. Like your broker, they have your best interest at heart. One of the drawbacks to tools offered by your brokerage or MLS is that they offer them to all agents in your office or market area. You can find yourself using a tool that is used by everyone in your area, which may undermine your ability to create an online marketing and lead generation plan that differentiates you. Look at the methods used by top producing agents and teams in your area. Again, these are likely to be tools that have a proven track record of being effective. Another great tactic is to look outside of your area to see what top producers are doing. Look at the Real Trends top 1000 list to find successful agents and go online and search for homes in their area like a consumer would. Test the experience. Moreover, feel free to call them. Read RE Technology every day. We are constantly highlighting stories of solutions that work in the industry. Pay close attention to our Webinar section. We are constantly hosting online meetings that allow you to learn about new tactics and trends. And do not forget to attend industry conferences. These offer a great way to learn and talk to vendors and fellow agents to discover opportunities to make the right choices. Want to learn more about online marketing and lead generation? Download our latest Success Guide today!    
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Trends in Online Marketing and Lead Generation
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If You Are Not Generating Massive Sales from Your Email List, Try This
The riches are in the niches. Someone famous said that, and people repeat it all the time because it rhymes and it's true. Now more than ever, your ability to segment your market and deliver meaningful messages will determine the level of your success. Most people interpret this to mean that you can only serve a small segment of the market and ignore everyone else. But really, I think you can serve all the people in your database--you just need to be able to give them each what they find valuable.
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5 Tips for Winning More Listings with Your Property Data Tool
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How to Find a Fantastic Niche
Niche marketing is the practice of targeting a group based on a shared trait, need, or interest. This can be anything from single parents to wine lovers, and each month we'll uncover a new niche to help you learn to identify, target, and market to different niches to attract buyers and sellers with specific needs.
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The Key to Real Estate Lead Generation: Custom Landing Pages
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5 Lead Generation Mistakes to Avoid in Real Estate
Generate more business (and save a few headaches) by avoiding these common lead generation mistakes! Whatever your lead generation strategies are, you've likely fallen into a few of these common traps. Fear not! Trial and error is part of what makes any business thrive. We've put together a list of the top five mistakes we see agents make when it comes to lead generation. If you can avoid these missteps, you'll save yourself a lot of wasted energy!
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3 Steps to Attract Real Estate Clients You Love
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Take Control of Your Lead Generation
Nearly every agent has experienced the frustration of dealing with third-party/online leads. While they can be an incredible source of business, there's no denying that online lead generation is out of control.
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Ask Your Way to More Listings
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How Real Estate Agents Can Use Social Media to Generate Leads
There are few businesses that the internet and social media have changed more than that of real estate. As soon as it's time to move, the first thing home buyers and sellers do is hop on the web. They look at homes, or find out sale prices in their area. They can look for real estate agents to list their house or help them find a new one. Of course, none of this is news. What might be is how much the web, especially social media, can affect a home buyer or seller's decisions. The web and social media give instant access to resources and information that normally take a lot of time and effort.
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Busted! 7 Myths About Real Estate Leads We Can Finally Put to Rest
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5 Ways to Generate Higher Quality Real Estate Leads
"Hello, may I please speak to Seymour Butz?" Let's be frank about lead quality. At the end of the day, it's important for agents to remember that just because a lead isn't ready to buy right now, or even if they say "No," this does not mean that they are a dead-end or "trash" lead. Leads take time. Especially cold, online leads. So keep in mind if you've already taken steps to improve lead quality, and you're still complaining about lead quality issues – it may be an agent problem, and not a lead problem. However! There are some simple ways to assure that you're avoiding the true trash leads (ex: fake or out-of-service numbers, or fake names like Seymour Butz or Mickey Mouse), and also funneling leads into your pipeline strategically for higher conversions. Let's take a look at a few ways to get started. 1. Verify Your Leads Is there anything worse than spending an hour of your day cold-calling, only to sift through a handful of fake names, and then dial 20 out-of-service numbers? You can't force a lead to input accurate information, which is why it's beneficial to have some sort of lead verification process. Otherwise, you're the one spending hours sifting through a mystery list, when you could (and should!) be spending that time working with real leads. So, what are some options for verifying leads? Hire an assistant or Inside Sales Agent: While this doesn't fully alleviate the problem (because you are still paying someone to spend the time nixing trash leads) it at least allows agents to focus their energy on what they do best – working their hot leads and closing more deals. Partner with a CRM that verifies leads for you: BoomTown's system verifies leads who register on your site, by validating a phone number (mobile/landline/VOIP) and cross-checking to see if the name matches the data source. So when you're ready to reach out, you know you have verified information that will lead to real conversations. Use a lead generation service that provides verified leads: If you are paying for one (or several) lead generation services, make sure your dollar is going as far as possible. Shop different services, read reviews, and avoid using services who don't verify leads. 2. Qualify Your Leads When a lead registers on your site, what are they prompted to answer? More than likely they're only answering: First Name, Last Name, Email. Consider this: What if you asked just a few more questions to start qualifying your lead right out of the gate? For example: What is their timeline for purchase? Or, have they been pre-approved for a mortgage? Pre-qualifying a lead means that agents are getting more than just, "Ann – 843-555-2989." They're getting insights right off the bat to get a higher quality conversation going. Putting a qualification system in place will vary depending on the technology that you're using. If you've used a third party service to build your website, reach out to them and ask if it's possible to add more questions upfront when a lead registers. 3. Start Texting The "quality" of a lead can be dependent on when they're contacted. If you contact a lead within the first few minutes, they're more likely to want to talk to you. They're still in "home-search" mode, and they're likely still by their computer or phone. If you wait three hours, or even a day... chances are higher that they're focused on something else, or they may have already spoken to another agent. A great way to boost response rates is with texting. It's a quick and easy way to make contact, and leads feel a little more at ease. A 2018 Ellie May Study showed that texting is on the rise as a preferred method of communication from consumers. You can quickly shoot an introduction text to a new lead, like this one: Hi Andrew, this is Joanna with Cobblestone Real Estate Group. I'd like to email you a few listings. Any specific neighborhoods you'd like to browse? 4. Improve Your Content Marketing Real estate is a very personal business. Purchasing a home is a big decision, and not one that clients are willing to trust with just anyone. This is why the best real estate professionals have a brand that is client-forward and customer-service focused. One way to set yourself apart from the rest is to put strategic thought behind your content marketing. What are you sharing on social media and in your advertisements? What information is on your website? For example: if a lead lands on your website from a Facebook ad and all they see is a list of properties, they'll probably either (A) move on, or (B) enter their email and then move on, without giving your brand much thought. Consider adding your photo or a team photo to your homepage. Having a clear and visible mission statement or value proposition helps as well to differentiate your business. Check out The Bob Lucido Team's homepage for a great example. We see home as more than a house. So we approach real estate as more than a transaction. Whether you're ready to move in to your first home or move on to the next one, Bob Lucido Team is there with you at every important moment along the way. Delivering the ultimate real estate experience has driven us to be the #1 team with the largest real estate company in the world. It's how we sell a home every 4 hours, and how we've been able to sell over 35,000 homes over the past four decades. 5. Be Patient and Strategic. (And do the work.) Oftentimes with real estate, it's just about being in the right place at the right time. The way to maximize your chances of that is to have a rock solid follow-up plan. Aside from the real trash leads (fake numbers and dead ends), there is a wealth of "cold" leads that may seem impossible to convert. But the truth is — they're not. These are leads that have the potential of converting two weeks, two months, or even two years down the road. With a long-game nurture plan in place, you can capitalize on those opportunities year after year. To view the original article, visit the BoomTown blog.
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Did You Make Your Broker's Naughty or Nice List This Year?
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Win Quality Leads by Building Awareness and an Online Presence
In today's market, it's about becoming the resource for your clients while creating your personal brand. The internet has become an important resource in the home search process. Real estate agents who do not have a website will miss great opportunities. In the 2018 Properties Online Real Estate Tech Trends, almost 95 percent of home buyers search for homes online. There is a huge shift to a mobile internet; agents need to stay in the game by increasing their web presence. It's important to establish name recognition and brand awareness through your website. Having your own real estate website is the best way to generate quality leads and maximize the growth of your business.
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3 Reasons Real Estate Agents Should Keep Marketing Through Winter
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Find Your Next Listing with These Geographic Farming Tactics
Real estate farming is possibly the most proactive position an agent can take to build inventory. The method includes a series of steps that analyze a given neighborhood, ZIP code or market area to determine how many homes are most likely to sell, at what price range, and how long they will be on the market. A good farming strategy involves working through a set of five exercises to determine the area's viability.
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Last-minute Ad Blitz for Open House Nets 200+ Leads
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A Real Estate Lead Generation Strategy for Out-of-Area Buyers that Works
If you are a real estate professional in a resort or vacation home market, you're likely to be working with a higher-end properties niche and almost always out-of-area buyers. The information here also applies to any area with buyers that are mostly not current area residents. Often larger corporations, especially tech companies, have turnover and a constant flow of new employees from around the country. In these markets, you can leverage the advantage of working with buyers who usually do not have friends or relatives in the area recommending your competition. Your ability to get them to contact you in some way from your website puts you in front of the line to get the sale. Having a lot of local area information is your first priority.
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Using Your Personal Sphere of Influence for Referrals
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5 Common Mistakes Agents Make When Farming -- and How to Avoid Them
When it comes to farming a local market area, are you doing everything you can to drive in real estate seller leads? Here are five common mistakes real estate agents make when farming. Mistake #1: Agents tend to "stick to what they know" It takes time to build a brand via farming techniques, and agents are often unlikely to select a new farm outside their usual market area. Sometimes, this means that agents stick to areas with homes that earn them smaller commissions, even though nearby areas may have higher turnover or more expensive homes (or both).
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How Reverse Prospecting Can Work for You
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Farming and Facebook: Getting It Right
The world moves fast, and yesterday's geographic farming just won't cut it in today's real estate market. The competition is too steep -- and too technologically advanced -- to limit yourself to door-knocking and leaving flyers in a neighborhood. The current connected world demands an online approach to complement and work alongside your offline strategies.
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Advanced Lead Generation: Hosting a Seminar
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5 Social Media Tips to Launch Your Real Estate Brand and Win Clients
In the digital age, potential home buyers and sellers no longer turn to newspapers and magazines when looking for real estate services. Social media platforms have become the go-to source for potential clients to find everything from listings to Realtors. If your social media brand isn't up to par, you run the risk of missing out on tons of potential clients--specifically, younger, social media-savvy clients looking to buy their first home. Although social media brand management may seem complicated, there are plenty of ways for you to take charge of your online brand management on your own. Follow these simple steps to get started building your social brand today.
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Filling Your Pipeline: Origination vs. Order Taking
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Effective Real Estate Website Calls-to-Action for Lead Generation
For real estate lead generation, you run ads in the newspaper, in the homes magazine, and highlight your website in all of your other marketing. You've done a good job with this marketing in calling people to take action and come to your website. Now what are you doing for calls-to-action on your website to get your visitors to tell you who they are? If you're asking for them to "sign up for my newsletter," or "register for my guestbook," you're probably not very happy with leads from those calls. It's not that a newsletter isn't valuable, and we'll talk about that, but just asking them to sign up for it isn't going to grab their interest. So what can you do for calls-to-action around your site for real estate lead generation? And where should you place them?
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8 Unique and Simple Ways to Get Real Estate Leads
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3 Creative Ways to Generate Listings
Farming neighborhoods Real estate farming is possibly the most proactive position an agent can take to build inventory. Overall, you'll want to choose an area with attributes you find personally appealing as well as professionally rewarding. Then, create personas for your perfect clients using data such as income, education, leisure activities and more. For example, an agent who is athletic and enjoys leisure time at coffee houses might find it easier to relate to homeowners with similar interests. The goal is to choose a farm area that you feel comfortable representing and one that will produce revenue. Step 1: Research Begin by assessing local demographics and psychographics: who they are, what they do and how they behave. You can do so easily by using RPR commercial data to find a neighborhood whose attributes most resemble your ideal client. RPR's commercial data reveals an area's average age and income, net worth, marital status, education, and age, in addition to where they work, where and how they spend their money, and even how much time they spend exercising each week. The platform's neighborhood data includes home values, list/sales price vs. list/sales volume, price per sq. foot, own vs. rent, local amenities and commuter times––all worth knowing. Here's how to find your ideal client using RPR Commercial data: Visit narrpr.com/commercial Select Go to Analysis or create your own area by choosing Go to Maps. For our purposes, we will use the analysis section. Enter the geographic area, and then select the attributes you would like to search your area by. Each attribute you choose will reveal a new set of drop downs to glean your data. Add additional attributes by selecting the Add more criteria, or you can search by clicking Run Analysis. From the Map, use the Analysis Panel to adjust the size of geographies and parameters. Once you've found a few neighborhoods that are a good fit, research recent sales to determine whether one agent has a dominant presence in the area. You can also use recent sales to predict your average commission. Step 2: Calculate the area's turnover rate Now that you've landed on a potential farm area based on demographics, psychographics and average commission, it's time use RPR Residential to determine the turnover rate, a calculation that helps to identify whether the area has enough sales activity to make it worthwhile. RPR has developed a simple, surefire way to use its data in your calculations. Download this quick start guide to walk you through the steps. To configure turnover rate, divide the number of homes in your farm area by the number of homes sold in the last 12 months and then multiply by 100. See the graphic below. Build your pipeline from open house traffic Open houses can be another fantastic way to meet new buyers and generate listings. As the agent showcasing a home, you have an advantage. You get to showcase your skills to potential buyers and sellers through how you market the home. So create opportunities by casting a wide net. Offer a special neighbor preview Consider marketing an exclusive showing for neighbors with a special evening tour. This would not only be ideal for a postcard, but provides great content for a neighborhood door knocking strategy. When questions from neighbors come up about their own value, answer them with the RPR app. When you can't, set the pre-listing appointment. Be the resource At the open house, be sure to engage with prospects as they enter and leave the property. Not every person entering the home will be a match. Ask questions. Are they interested in the property? If so, use the RPR app to text or email a branded Mini-Property Report. If not, ask a few questions that get to where they are in the buying process. Questions like, "How long have you been looking?" and "Is your house for sale right now?" or "What characteristics are you looking for in a home?" Now, share an RPR Market Activity Report that is configured to showcase new local listings and open homes for the weekend. Facebook Lead Ads In 2018, we can't have a list about creative ways to generate listings without including Facebook. Statistics don't lie: Facebook remains the primary platform for most Americans according to a survey conducted by Pew Research Center (January 2018). Roughly two-thirds of U.S. adults (68 percent) are Facebook users, with approximately three-quarters of those people accessing the social site on a daily basis. Facebook also happens to have a sophisticated advertising platform with powerful audience selection tools, allowing you to target people likely to match your ideal client. The ads deliver true leads information when using the Facebook Lead Ad. These are unique in that they can be customized to place your offer –– such as RPR's local Market Activity or Property Report –– in front of potential prospects. It's all possible because lead ads come with simple forms that capture a prospect's information within Facebook. The forms will even pre-populate a prospect's information such as name, email or phone number, allowing the person to quickly complete the form. Now that we've talked about the vehicle for your ad, let's discuss a few possible offers for your prospects that involve an RPR report. The offer could be: A detailed report on local market activity, customized for target market area. A home valuation and detailed property report using the Realtor Valuation Model® (RVM®). Once the offer is set for your Facebook Lead Ad, it's time to move on to audience selection. Facebook ads can be targeted by location, demographics, interests, and behaviors or even your own contacts such as sphere of influence, past clients or prospects. It's worth noting here that Facebook recently announced that soon it will be phasing out the use of all third-party targeting capabilities, both private and public. To view the original article, visit the RPR blog.
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How to Use Social Media to Connect with Your Real Estate Leads
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10 Tips for Networking Your Way to More Referrals
We're in the throes of prime networking season. Summer parties and industry events all provide real estate agents with opportunities to make connections and generate more business. Just like anything else, networking is a skill — one that many of us are uncomfortable practicing. Below are 10 tips to help you network and garner more referral business like a pro.
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Neighborhood Profile Pages for More Real Estate Buyer Leads
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5 Things to Consider When Choosing a Geographic Farm
Picking the right farm is as important as what you do once you're there. Farming is an investment of your time, money, and patience, so you want to make sure you're doing it in the right place. The first thing you need to do when you decide to do geographic farming is find the farm that's right for you. To do it right, you need to do three things: research, research, and—you guessed it—research. It's super-important that you understand the area's turnover rates, demographics, price points, and who is already in that territory providing competition. You should also consider whether you want to farm your own neighborhood (there are pros and cons to doing this). You may also want to consider whether there's room for later expansion to an adjacent zone. Lots of questions to answer before you start. Let's break down some of these issues:
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Win More Business from Your Sphere: 3 Ways to Tweak Your Marketing
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How to Leverage Public Records for Business Intelligence
When it comes to discovering the power of public records for prospecting, real estate agents fall into two camps: Agents that feel like they just opened a huge door of opportunity--and that they now have useful knowledge that their competition doesn't. Agents that are so excited about the potential for unearthing new business with public records that they tell everyone in their office. That's according to Nikki Morgan, MLS Sales Executive at CRS Data. She's spent years speaking with Realtors about how to leverage public records--and how easy it is to upgrade your lead generation game with this powerful tool. We recently spoke with Morgan and her colleague, Danielle Longdue, to learn more about how agents can use public records for prospecting and acquiring business intelligence. Whether you want to share this information with your fellow agents or keep it to yourself--well, that's up to you! Lead Generation Tools One of the great advantages of prospecting with public records is that you can target a very specific geographic area. Other lead generation tools, like property portals or advertising products, only let you target by zip code--an option that may be too broad (and therefore too expensive) for your purposes. Your public records tool can let you narrow down your desired prospecting area in several different ways: Drawing a shape on a map to pull up all properties within that area Narrowing down by zip code or subdivision Specifying a distance from a certain property within a radius of up to 10 miles "Realtors are very visual," says Morgan. "They know things about their territory that no one else knows. We take it up a level by acknowledging that they are the expert and giving them the tools they need to apply that knowledge to a map using the radius or the free-hand drawing tool." Once you've selected a geographic area, you can execute multiple types of prospecting campaigns, including: New listing campaigns - Have a new listing? In addition to your social media and comprehensive digital outreach, consider sending a postcard or flyer to everyone in the immediate area advertising the home. The goal here is not to find buyers, but to show neighbors how much their home could sell for--and that you're just the agent to list with. Open house campaign - Send an open house invitation to homeowners living near your listing. With a growing influx of digital advertising, a tangible mailer can often earn a second look! The idea is to build your brand in the area, and bring the neighbors to the open house. Once there, you can chat them up in person, offer a free home valuation, and add them to your contact database. Sold listing campaign - Once you've sold your listing, it's time to brag a bit. Send out a postcard or flyer that shows the selling price you were able to achieve for the home. If you sold it over asking price or quicker than your area's average days on market, include that information as well. The idea is to show off your sales prowess and pique the neighbors' interest in selling their own home. Seller prospecting campaign - With home prices skyrocketing, you can drum up seller leads by sending out marketing material and designing a digital ad campaign that explains how lucrative it is to sell right now. Show how much home prices have risen in the past year, and include a call-to-action that invites homeowners to contact you for a free home valuation. Maximizing Your Public Records Reports Now that you've executed your prospecting campaigns, the leads should start flowing. Once a prospect reaches out to you, it's time to create a report in your public records tool that you can send them. To increase the likelihood of converting a prospect, there are a few ways that you can customize a report. "Customizing reports is one of my favorite things to teach," says Longdue, CRS Data's Customer Education Manager. That's because customizing a report personalizes it--both to you and your brand, and to the specific needs of your client--and that's a powerful way to connect with real estate consumers. For example, with CRS Data, you can add your own logo, headshot, and contact information to your report. "Who doesn't love putting their name and information on a nice report?" says Morgan. "It's better than a business card, and clients will hold on to it longer." Plus, she says, when you customize a report, you can rest easy, knowing "that every document has your information on it." Longdue and Morgan also recommend customizing property information within your reports, as needed. CRS Data, for example, allows agents to edit the square footage of a home, along with the number of bedrooms and bathrooms. This is crucial for creating accurate reports when a property has been remodeled or expanded, or when there's simply a variance in the public records data. Agents can even add a note to explain why the change was made. "Agents can put the information down, know it's accurate and explain themselves. It’s a great way to capture information about the home," says Morgan. "Agents do their best work out in the field," Morgan adds. "We want them to be able to go into those appointments with an armored truck full of information." To learn more about CRS Data, visit crsdata.com.    
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Combating FSBO: 3 Reasons Why Agents Rule
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Offer an Absorption Rate Report for Leads and Expert Status
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How to Win Business from Leads You Never Wanted
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How to Leverage Content Marketing for Lead Generation
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The Real Estate Lead Generation Form that Works
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Low Inventory? Who Cares? Get Listings TODAY.
Just about every marketplace across the country is currently experiencing shockingly low inventory. If you are an agent that looks at the glass as half empty and not half full, this can be a problem for you and the health of your business. But if you pivot your viewpoint and choose to embrace your low inventory market, with these two pro tips, you can dominate your marketplace.
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Use an Online Real Estate Survey on Your Website for Feedback and Leads
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5 Steps to Create a Referral Business You Love
Real estate is filled with lead and referral opportunities but finding the right ones that work for your business can be challenging. In April, social media expert Katie Lance and our VP of Marketing Lisa Fettner hosted a webinar to discuss how to track your lead gen, focus your referral efforts and create content that attracts the clients you want to work with. Follow these simple steps to identify referral sources that will help you create and sustain a business you love. Track and manage your lead generation. It's important to implement a CRM or system that helps track who you've worked with, who you want to work with, what you're going to say to them, where that business is coming from and how you are going to connect and keep in touch with them. As an agent, you're often working with a variety of different people at the same time – so it's critical to stay organized and track everything. Reflect on last year. Look back at 2017 and ask yourself: Who was your favorite closing? Why? What was your best source of business? What was one "great idea" a trusted colleague had? What were your total number of referrals? Assessing your previous year of business will help you understand what worked, what didn't and where you should focus your time. Think about what messaging and topics you talked about that had the best response and resonated with your network. Lisa advised to make a 30-day plan of active communication, take a rest and then follow-up in 60 days, and then follow up with another touch point in 120 days if you don't hear from them. Your most active conversations will likely be with those who you connect with in those initial 30 days. The home buying and selling process can take a while, however, so it's important to continue to touch base for several months after the initial contact. When marketing yourself, make sure to communicate and highlight your expertise and experience to your clients and prospects in a way that make it about them. If you specialize in single family homes in the suburbs, you could share that you've helped five families move into their target neighborhood. Choose your channels wisely. Today, social media gives us endless opportunities to communicate and connect with clients and prospects. It's important to choose your social media channels based on what your clients and future clients are using and create content that attracts who you want to work with. Katie suggested asking or surveying your database to find out their preferred platforms and what they like to see when putting together a social media strategy. With all the competing noise on social media, it's about quality over quantity. LinkedIn for example, is a great way to connect with new and old contacts. Katie recommended keeping an updated bio, publishing new content and giving/asking for recommendations to generate new business. Take the referral challenge. Think about how many referrals you did in the past year, and then increase that number by 50 percent to set your new goal. Download and fill out our Referral Planner to help determine where you can generate that new business – e.g., through friends/family, associations, partnerships, etc. Mapping out these different, everyday contacts you interact with will open the door for new referral business. Create the right content. The specific type of content you create and share will inevitably attract a specific group of people/person. Katie shared a content grid that can help you get started and brainstorm 30+ ideas of what to post – e.g., local real estate info, local & community news, personal interest, home and design. Good content = good referrals and leads. When you put content out on a consistent basis that has your voice, opinion and personality, people start to recognize and remember you. Video is a great way to help you achieve that, given most people retain 95 percent of the message in a video vs. 10 percent of what they read in a text. Additionally, people spend 5x more time with video than any other type of content on Facebook – even more reason to Facebook Live your open house tour! Lisa emphasized how powerful storytelling, being relevant and adapting content through customizable templates can be when attracting new clients. For example, if you're known for your "best restaurants list," considering creating one for families with kids and one for empty nesters looking for a perfect date night spot. Don't be afraid to repurpose content and share it everywhere. Watch the full webinar here and download our free Referral Planner.    
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For Massive Real Estate Leads, Think Like Every Page Is a Landing Page
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