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How to Get Real Estate Leads with No Upfront Costs
It sounds too good to be true, we know: But you can actually generate real estate leads with no upfront costs. It will take some effort and focus, but the leads you receive will be warmer and more likely to convert than those you'd buy from any number of companies offering supposed "quick, easy leads." The main activity you'll need to focus on to fill the top of your funnel is building a strong online presence and improving your online reputation. That, in combination with outreach and lead nurturing, is the recipe for generating and ultimately converting real estate leads with no upfront costs. Let's dive into the details. What Is a "Strong Online Presence"? A strong online presence means that it's easy for buyers and sellers to find information about you and your business on as many corners of the internet as possible. Being visible and easily findable online is table stakes for most transactions nowadays. Consumers look up every business they're considering working with, from dentists to real estate agents to restaurants. Inevitably, the first place they'll go to start that search is Google. If you don't have a Google business profile and well-maintained website, it'll be hard to find you online — leaving buyers and sellers wondering if you're a reputable agent or whether you're still practicing real estate at all. And that's just for the people who actively search for your name. Imagine all the buyers and sellers who Google terms like "real estate agents near me" and miss out on learning about you simply because you aren't there. Make Your Business Easy to Find on Google Being present on the world's most popular search engine is step one. The best thing you can do to start building your presence is to create a Google business profile, which is the large info box that appears to the right of Google Search results or at the top of Google Maps results. Like we mentioned earlier, doing this requires no upfront cost. You can go to Google and start the process of claiming and verifying your business right now. The key, though, is maintaining your profile by updating it with new content and new reviews on a weekly basis. Yes, weekly. This helps with SEO and building trust with Google so that the search giant will be more inclined to show your profile over competitors when a local buyer or seller searches for "real estate agents near me" or the like. After all, Google doesn't want to show its users defunct profiles or poorly reviewed businesses over active, well-reviewed businesses. Here are our top tips for optimizing your Google Business Profile for better ranking: Fill in all information fields, including contact details, business hours, and your bio. Publish photos, including a professional headshot and images of your recent listings and sales. Add new content weekly to show Google that you are keeping your profile active and up-to-date. Publish content posts with helpful tips, market insights, and information about your services. Show off your real estate knowledge to position yourself as an expert. Add new content weekly so Google knows you're keeping your profile active and up to date. Request reviews, and then request more reviews—often! Consumers need to read at least 10 positive reviews to begin to trust your business, and nearly three quarters of people only pay attention to reviews written in the last month. As with photos and content posts, adding new reviews to your profile on a regular basis is a positive signal to Google, too. Respond to all reviews, including negative ones. If you don't publicly acknowledge negative reviews, consumers are left with more questions than answers, and it also sends a negative signal to Google. Respond Quickly to Leads as They Come In We're living in a world where you can track your food delivery order from the oven to your door. Consumers' expectations are very high, and it's no different when they submit their contact details to receive more information about your listing or services. If you wait too long to respond, you're more likely to lose that lead to another agent or even just cold feet. We recommend responding in less than an hour — ideally in minutes — to catch them while their interest is still high. Nurture Leads Who Aren't Ready to Transact Although a potential buyer might reach out to you through your Google business profile, they may not be quite ready to jump into the real estate market. It's important to nurture every lead you receive. Nurturing leads means engaging with them regularly so you're top of mind when they are ready to buy or sell. You can do this by supporting leads in whatever ways they need, such as being available to answer questions or referring them to trusted lenders or other professionals in your network. You should also reinforce your market expertise whenever possible. This is easily achieved by including leads in your email workflows for e-newsletters, neighborhood spotlights, trend reports, and market updates. The more that potential buyers and sellers interact with you and your content — even digitally — the easier it is to build trust and ultimately be the agent they turn to when they're ready to buy or sell. Reinforce Your Expertise Through Marketing You can generate real estate leads with no upfront costs, but marketing isn't free. The cost of ads, direct mail, etc., shouldn't stop you from having and executing a marketing strategy. This is critical for any business, including real estate agents, in order to extend your reach, increase brand awareness, build trust, reinforce your expertise, and move leads down your funnel faster. Digital marketing is the perfect tool to use in conjunction with your lead generation tactics. That's because advertising platforms, such as Facebook and Google, allow you to add specific people to your custom audience. As long as these ad platforms are able to identify your leads on their network, they'll serve your digital ads to them. The more often these leads see you pop up in their newsfeed or around the internet, the more likely you are to make an impression of being a successful real estate agent. Although you don't need to pay a dime to generate leads in the way we described, it does take continuous work to maintain an online presence that builds trust with consumers and ranks high on Google. Learn how Homesnap Pro+ can do the hard work for you. To view the original article, visit the Homesnap blog.
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3 Easy Holiday Marketing Ideas for Real Estate Agents
Somehow it's that time of year again! Before you know it, you'll be going full-speed ahead into 2022. While the holidays are a great time to slow down, enjoy family time, and focus on business planning, we all know there is always the opportunity to generate more business. So here are a few quick marketing ideas to capitalize on this holiday season! 1. Host a "Holiday Party" Open House If you have the right property for a great open house, this is a simple way to elevate the occasion. Here are a few tips for executing the perfect party: Plan ahead and create festive, holiday-themed invitations Encourage them to invite their spouse and bring the kids along Add some decorative touches to make the house feel cozy and welcoming Cater some seasonal hors d'oeuvres (or if you're on a tight budget, simply bake some festive desserts) Put together small swag bags with holiday treats, branded swag from your business, and contact information for setting up an appointment Not big on open houses? No worries, there are still ways to use a holiday party to boost your marketing efforts. Consider throwing a client appreciation party at your office space or partner with a bar to do an invite-only happy hour. 2. Give an Annual Gift (In Person!) There's no better time than RIGHT NOW to start a tradition! Set aside some of your marketing budget for annual gift-giving and get creative. If you can figure out a way to do it in person, even better. You get more face-time with past and future clients, and they feel more connected to you. Who should you give a gift to? Start with past clients (especially, recently sold!), hot leads, vendors, community members. Here are a few ideas for business-generating gifts: Consider partnering with a local bakery and invite clients to come get a pie or box of cookies, on you! Schedule an afternoon to be there giving out the goodies, and let your clients know they can pick up their gift between 3-6pm. This is a great way to get more conversations going, touch base with old clients who may have fallen out of touch, and establish a yearly tradition that everyone will love! Put together a special housewarming gift for every client that closed on a new home this past year. It could include gift cards to home improvement stores, a wine bottle with a custom housewarming label, etc. And don't forget a handwritten note! Create some unique holiday-related swag that is different every year. Socks, hats, mugs, candles, tree ornaments… get creative! 3. Create a Neighborhood Guide to the Holiday Season They say content is king, right? Use the holidays as an excuse for boosting your organic traffic! Schedule some time in November to put together a neighborhood "Who, What, Where?" Guide to the Holidays. Example: "Your Ultimate Guide to Nashville's Holiday Season!" Sprinkle in some information about the city, the neighborhood, and why you love serving it. You might even consider sponsoring some of the events and giving your readers a promo code for a discount to events and celebrations around town. This could be a blog post or downloadable PDF, but also be sure to share your insights on all of your social channels! (Pro Tip: This is a great topic for Facebook or Instagram Live.) Last, but not least, remember the holidays are all about personal touches! Make sure you take some time to show your genuine gratitude towards your clients, colleagues, employees, vendors, and community members that are all a part of the business you've built. To view the original article, visit the BoomTown blog.
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Market Like a Social Pro in 2022
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Marketing a Hot Property 101
Home sales are trending down, home prices continue to rise, and home buyers are still trying to claw their way into the housing market. All this means that good homes are a hot commodity. Naturally, agents charged with selling a desirable property will want to do everything they can to market it effectively. But this doesn't mean that agents can rely entirely on the competitive market to sell a home. Instead, agents committed to delivering a great deal for their sellers should perform a thorough market analysis, advertise across multiple marketing channels, and stage strong open houses and virtual tours. Perform a Thorough Market Analysis Setting an attractive, competitive listing price will make it easier to market and sell a property. A property's value is most likely to be influenced by the surrounding neighborhood, the square footage and number of rooms, in-home amenities, and whether the property is in good condition and has received recent upgrades. Agents can use this information to perform a competitive market analysis (CMA), which produces an estimate of a home's overall value. With a CMA, agents can list the property at an appropriate price, which should increase visibility and attract more leads. Homesnap Pro — available to agents for free, courtesy of their MLS — includes a rapid CMA feature so agents can quickly create and customize these reports and print or email them to share with clients. Plus, since Pro agents have access to up-to-date MLS data, the market analyses they create and share are incredibly accurate. In addition, Homesnap Pro+ members have exclusive access to Sell Speed, a tool that aggregates and analyzes recent sales in your area to estimate how fast a listing will sell at a given listing price. Such information can streamline the market analysis process and help agents deliver clients a reasonable estimate of the time between listing and sale. Advertise on Multiple Channels After determining a listing price and putting their listing on the market, agents will be ready to begin their advertising efforts. Agents should create a marketing plan that enables digital advertising across multiple channels, because people spend hours at a time online, much of it toggling between sites such as Google, Facebook and Instagram. Consider a prospect's behavior: They search Google for information about real estate, interact with ads on Facebook and Instagram when scrolling through their feed, and use Waze to get from one place to another. Why wouldn't agents work to find people at all of these places? Fortunately, agents can and should advertise across all of these channels. With a hot property, agents can post the listing on their Facebook business profile and invest in Facebook ads to reach prospects as they scroll. Agents can also invest in Google's Local Services Ads and Instagram advertisements to reach potential buyers. Stage Strong Virtual Tours When it comes to closing deals, generating leads alone isn't enough. Agents should also prioritize staging open houses and virtual tours that highlight a property's strength and value. The in-person open house experience is a traditional tenet of the real agent playbook. In general, agents know that having a clean, well-staged home makes it easier to sell. But open houses are no longer the sole means of providing buyers a holistic tour of a property. Virtual tours exploded in popularity during the COVID-19 pandemic, and will likely remain important for agents. Even with the return of in-person open houses, virtual touring has remained popular, so agents should create a strong virtual tour for every property they have listed. If your property has a virtual tour, people will be able to watch it before committing to an in-person open house, driving more interest in the property, increasing the number of leads, and likely leading to the people you tour in-person being the highest-quality, highest-intent leads. Agents can use Homesnap Stories to create and host their virtual showings. With Stories, agents can add a video tour of a property to their listing page on Homesnap. Homesnap Stories includes features such as emojis, augmented reality, and voice overs — all of which make a virtual tour more exciting and personalized. To view the original article, visit the Homesnap blog.
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Friday Freebie: $50 Gift Card to Redeem on Marketing Materials
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Embrace the Human Side of Marketing
Americans are exposed to somewhere between 4,000 and 10,000 advertisements every day. But here's what most advertising and marketing professionals don't want to admit: Most are unwelcome. Watch presentations from folks deeply involved in this advertising glut. You're sure to hear, "It isn't that people don't like ads! They just don't like irrelevant ads!" From a consumer's perspective, however, the facts tell a different story. These days, most marketing and advertising happens online. People know going about their business means they will be sold to. In some cases, they are the product being packaged for advertisers. So it's no surprise that more than 763 million people were blocking digital ads by the end of 2019. The average person is exhausted by ads and increasingly wary of brands, especially those who want to cozy up on social media. Historians looking back on 2021 might note the speed with which "we're all in this together" went from a rallying cry to a hollow cliché. There's a reason why "Silence, brand!" is one of today's most prolific memes. People increasingly regard their attention as their property. And they are putting a fence around it. Into this challenging landscape steps the real estate professional. Agents and brokers have two distinct advantages compared to so many other brands: Each one has a unique blend of skills and an experienced, personal perspective They are intimately involved in helping clients achieve major goals in their lives No matter how hard a company tries to give a wisecracking hipster voice to its brand, it won't change the taste of its hamburger. But real estate is something wholly different, an industry that flourishes on personal relationships. One burger may be just as good as another when you're hungry, but there is a right real estate agent for any job. Your brand exists to signal to your ideal customer that you are that person. A brand is in some sense an abstraction – and exaggeration – of your best qualities. Just as a corporation isn't you but confers tax advantages on your activities, your brand is a shorthand for the experience you promise to provide to your customers. It represents you, but it will never be exactly the same thing as you. When the difference between the real you and your brand is low, we call that "authenticity." When the difference is high, it's jarring – and people unfollow, block, or change the channel. In Real Estate, Your Digital Brand Can Be a Truly Authentic Extension of Your Values Big businesses know this, and they struggle to square the circle of making their brands seem "human" by giving them values, a mission, and more. When a robot appears human-like but is "off" just enough to be disturbing to look at, it's called the Uncanny Valley effect – and this is where many modern businesses end up. Luckily, real estate agents don't have to assemble a brand from a collection of focus-group-tested parts. Done well, your brand can spring organically from your interests, skills, personal values, and the needs of your ideal clients. The communication that comes from that kind of brand is naturally appealing and worth listening to. Marketing automation enhances this effect by ensuring consistency. You can't be everywhere at once or talk to everyone individually, but your digital brand can. Build your brand on a solid foundation of humane, one-to-one communication, and the right technology can scale your messaging as you grow – without losing the human touch. Here's how to expand your digital reach without sacrificing what matters: Choose Your Face Over Your Logo There's an instant difference between seeing a face and seeing a logo: A face is a fellow human being; a logo is a transaction! Use your face whenever possible, including profile pictures, masthead images, and thumbnails for video. Larger images can incorporate your logo, but people or properties should take the starring role. Make It Easy to Connect in Real Time Strive for a seamless transition between clients reading your website and contacting you directly. A live chat interface is fast becoming the most popular way to do it, but text and social media can also work. Responding in minutes when a lead expresses interest demonstrates you genuinely care about their time. Incorporate Texting into Your Marketing Texting is useful in other ways, too. Many people, especially under 30, regard it as more intimate than email. It's fast, convenient, and lets you show personality. Texting a quick follow-up after an open house or first meeting shows interest. Most people will also respond rather than leave a question unanswered, helping to foster those lines of communication. Be Part of Your Community In real estate, digital and offline brands can blend in fascinating ways. For example, you might decide to post on your blog about local restaurants and attractions. Allow yourself to be part of the action and build ties with others – that can only benefit your clients, who'll be guided by your insights as a local expert. Use Video to Forge a Connection Video was already gaining popularity, but now it is more important than ever: It is the next best thing to being there. A working knowledge of virtual tours and virtual open houses is a must. Be ready to videoconference if clients can't make the drive, and make video an ongoing part of your digital marketing plan. Embrace the Power of Storytelling Storytelling is one of the things that unites. Across all of human history, everywhere in the world, people have told stories to make sense of their lives. For your real estate brand, stories of your clients, in their own words, are powerful social proof. They help visitors see others "just like them" succeeding thanks to you. Get Involved in Online Conversations Old-fashioned brands talk "at" people; modern digital brands talk to and with them. Responding to others' social media threads lets them know you are there for a real give-and-take. Always aim to answer all replies to your social content. Browse relevant hashtags so you can find discussions where your input may make a difference. Stretch Your Online Brand Offline Your online brand can pleasantly surprise people by meeting them in the real world when they least expect it. You know you need to follow up with past clients, so why not send a handwritten card or a small, meaningful gift that recalls your time together? That adds more "oomph" to your email marketing. Digital marketing technology enhances, amplifies, and expands what you bring to the table – but it can never, and will never, replace you. With these tips, you keep the human element center stage in your digital branding. Take charge of your digital branding with DeltaNET 6. RE Technology readers can try it FREE for 30 days. To view the original article, visit the Delta Media Group blog.
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Results-Driven Referral Marketing: How to Get More Referrals Year-After-Year
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YouTube Marketing: Fresh Ideas From Real Estate Influencers
Need fresh ideas to keep your YouTube channel relevant to consumers (and YouTube's algorithm)? Try these six real estate video ideas: Monthly Reports The pandemic showcased how fast and unpredictable market changes can be. This is something real estate clients are always interested in, now more than ever. Here are some subtopics you might want to consider: How prices on properties are changing in certain neighborhoods Mortgages are the evergreen topic real estate clients always want to know about. Take a look at Mattew Pfeifer's YouTube channel. Matthew focuses on the Canadian real estate market, providing valuable information about the real estate industry in Canada, market changes, as well as helpful tips for first-time real estate buyers and sellers. Neighborhood Evaluation With restrictions in place for everyone's safety, people are trying to stay at home. But property purchases are still happening. Therefore, clients, especially the ones that are moving states or neighborhoods, want to know everything about the place they're going to live. How much does living cost here? What businesses are prevalent here? Include information about schools, restaurants, hospitals, general accessibility, and transportation issues. What are some locations for leisure? Check out Homecity Real Estate's YouTube channel. They have a wide variety of neighborhood videos. How-to Videos How-to videos are the ones you can get super creative with. There are tons of topics you can cover. There are many concepts in the real estate industry that might be confusing for your clients. To get some ideas for how-to videos, remember all those questions your clients were asking you. This way, you might discover new potential clients along the way. For more how-to videos, check out Shaheedah Hill Real Estate. You will notice many how-to videos that address the questions that first-time homebuyers might have. "Just Sold" Showcasing your success is important. It not only celebrates your career as a real estate agent, but also ensures your clients know that you're capable of successfully selling a home. It can also be considered as a form of testimonial. Highlighting Local Businesses and Community Events Highlighting local businesses and community events not only showcases that you're a neighborhood expert, but it also indicates that you care about local businesses. Giving shout-outs to small businesses, especially right now when many of them are struggling, seems like a good tone. Behind-the-Scenes (BTS) Videos People are always interested in what is going on behind the scenes and what it means to be a real estate agent. That's why videos of "one day in life of a real estate agent" are so popular. Take a look at Loida Velasquez and Chastin J. Miles for two takes on the real estate BTS video. Still Not Sure? If you're still considering whether or not YouTube is worth it and whether you should commit to such a long-term strategy, don't worry. There are easy ways for you to start real estate video marketing. With the rise of TikTok and Instagram's newest feature Reels, real estate agents are able to create viral bite-sized content. You don't need a professional camera, or a crispy clear set up. Just your phone camera is enough. These two platforms can be your first step towards an extensive video marketing strategy. Check out Real Estate Marketing Dude to learn the top marketing strategies. To view the original article, visit the Realtyna blog.
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Make Your Next Marketing Strategy Local
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How to Inject Creative Life Into Your Emails
We all need fresh inspiration from time to time in our lives. Whether it's in our personal lives or our professional responsibilities, sometimes the monotony of routine can start to wear on you. The same goes for a marketing strategy, with email being the one marketing channel that can sometimes feel like a complete hit or miss. Far too often, marketing plans get stuck in a set-it-and-forget-it template and start to grow stagnant – and your ROI starts to suffer. Here are three areas in your email marketing where you can get creative as a real estate agent and inject your personality into how you communicate. 1. Throw a party Let's face it – everyone loves a party, even more so when they aren't the ones hosting it. Client appreciation events do exactly what their name entails; they are for you to appreciate your clientele – while also looking to deepen your existing relationships. Hosting a party has all the makings of a creative angle for promoting it. Make sure you give yourself enough lead up time to let people know about your event, planning it and building your guest list. This allows for a series of emails to go out in a drip campaign hyping it up, and reminder emails as well. Hint: Suggest that they "bring a friend," which will then allow you to add them to your database and expand your referral numbers for future follow-up. Hey – the more the merrier! 2. Celebrate an Anniversary Personalized email marketing is the trick to cutting through an overloaded inbox. Whether it was a prospect you met two years ago, or a lifelong friend, people LOVE when they are remembered. The trick to doing this is to jot down any and every key point you had from their last conversation. Pick up on birthdays, wedding anniversaries, graduations and move-in anniversaries to log them into your CRM. It is truly unbelievable how far follow-up on key dates like this can go, because it shows that you care and that you pay attention to the smaller details in their life. It's also an easy and mighty way to stay top of mind when they're in the market for a real estate professional. 3. Host a Fundraiser This pairs well with the party aspect, because people like to rally behind a fundraiser in their community that supports a great local cause. You could: Host a BBQ as a fundraiser and request attendees to donate old clothes. Design a road hockey tournament with proceeds going towards sponsoring a youth sports team or club. Volunteer you time serving at a local restaurant, with proceeds going to your preferred local charity. Host a food truck event to raise money. Plan a community bake sale to bring together the neighborhood. All proceeds from the baked goods going to charity. How to make your emails stand out Now that we've outlined three ideas on what to base your email campaigns around, it's time to breathe life into these emails. When looking to inject personality into your email marketing strategy, remember that it's important to know your audience and tailor your content and messaging towards their proper segment. For instance, the email copy for a 25-year-old prospect won't be the same as a 60-year-old newly retired couple – the message has to meet the demographic. This is why having a real estate CRM is crucial because it allows you to segment these different personas and design drip campaigns to cater to the respective siloes. Here are some tips to help make your message pierce through the screen: Use GIFs GIFs, or Graphics Interchange Format, are image files that support both animated and static images. GIFs are easy to consume, they catch your eye, and they have an emotional impact. Everyone has seen enough cat GIFs flooding their social media—but, remember, this type of media really resonates with the Millennial generation and could be hit or miss with an older demographic. It's good to try new things – but make sure you know your audience will actually consume it. More Visuals, Less Text Let your visuals tell the story and feed all of the information through them. Remember, visual content generates up to 94% more views on your posts – take advantage of what that statistic is telling you. Film it While video has long been seen as an expensive and time-consuming marketing practice, the truth is that is doesn't have to be. With BombBomb, you can easily record videos and insert them into your emails by filming with the video recorder. Try this: instead of typing everything you want to convey into an email, write it out as a script for yourself and film yourself on your computer! It's a much more intimate and compelling way to personalize your message, and helps put a face behind your message. No matter how creative you choose to get with your emails, all roads lead back to having a high-powered CRM to help you launch the campaign and measure its effectiveness. To view the original article, visit the IXACT Contact blog.
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How to Use Instagram Carousel to Boost Your Business and Win More Listings
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What's the Difference Between Marketing and Advertising?
Kenneth Jones, an award-winning real estate broker and appraiser, shares the key differences between marketing and advertising. It's important agents understand the difference between these two in order to implement a succesful marketing strategy for their real estate business. Here's Kenneth: The difference between marketing and advertising is... I don't want to seem like I'm prolonging what should be a simple answer, but I really want you to UNDERSTAND this—not just THINK you understand this. We've all heard the words "marketing" and "advertising." And, while we all "hear" those words almost everyday of our lives, most people see them as meaning the same thing—a distinction without a difference. Well, they'd be wrong. Let me explain the differences. What Marketing Is MARKETING is the process of building a familiarity between a company, or a product, and the general public. It's the development of a relationship with the public, rather than trying to get someone to buy their product or service at that moment. Marketing serves a far broader purpose than advertising. But marketing also includes advertising. Think about it: without advertising, how else would anyone know that the company, product, or service exists? But the big difference between ads that are developed for "marketing" purposes and the ads developed for "straight advertising" are that marketing ads are only to make you aware of the company, their product, or their service. Marketing ads are not intended for you to do something or buy something now. Another characteristic of marketing is that this relationship building occurs through a variety of different events. The pre-planned series of marketing events is commonly known as a "marketing program." An example of a marketing program is a company sponsoring a special TV program, or a continual series of programs, or a major sporting event such as the Sony Open in Hawaii golf tournament. In real estate brokerage, when I refer to creating a marketing program for a property that my company is trying to sell, I'm talking about making other real estate agents and the general public familiar with the property. One example of a real estate related marketing event is holding a broker's open house where I invite other active agents to a semi-social event at the home being sold. The purpose is for them to become familiar with the property so they can match it up with one of their buyers. Another example of marketing is when a company buys the right to place their name on a sports arena, such as the Prudential Arena—a.k.a. The Rock—home of the New Jersey Devils NHL hockey team in Newark, New Jersey. The name of this arena represents the Newark-based Prudential Insurance Company. Some argue that "marketing" and "branding" are the same thing. And while they do overlap, "branding" is intended to make the public aware of the visual identity of a company, specifically their logo graphic. To see an example of "branding" vs. "marketing," let's go back to the Prudential Insurance Company. While putting their name on the sports arena is an example of "marketing," their logo, which is on the side of the arena building, is an example of "branding." So, when you see that graphic of a blue rock in that circular pattern and you think of Prudential Insurance, you've just experienced "branding." That's because this image is "branded" in your brain. So when you see this logo, you automatically associate it with Prudential Insurance. Now that you have an idea of the difference between marketing and branding, let me tell you the distinct difference between marketing and advertising. What Advertising Is ADVERTISING is intended to get someone to do something or buy something NOW. The best examples that distinguish advertising from marketing would be things like those supermarket ads. They're telling their prospective customers, "Here's the price you can buy this item for until 'x' day." The implied message is, "If you don't buy it by 'x' day, the price is going to change." The greater implication of the message is that the price will go up, So you'd better buy it NOW! In real estate, when a home advertisement is also intended for a prospective buyer to act NOW, commonly used terms are "Don't miss this opportunity," and "See it before it's gone" in order to try to motivate prospective buyers to see the home being offered. In the end, the difference between marketing and advertising is that while marketing simply says, "This is who we are and this is what we do," advertising stresses a sense of urgency—do something NOW before you miss the opportunity. To view the original article, visit the Zurple blog.
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The Real Estate Marketing Materials Every Agent Needs
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How to Create a Killer Real Estate Content Calendar
Are you the agent that plans all of your social media and blog posts, or are you the agent that just posts spur of the moment content based on your mood? Everything in your business needs to be planned in order to be successful and your real estate content posts are NO exception to this rule. In order to maximize reach on your real estate content, it is important to put together a marketing content calendar. Here are four tips to help you maximize your real estate content strategy: Research Spend a few hours researching some of the latest trends in the real estate industry or in real estate industry news. Use this time to cultivate a list of articles that you have found and want to share with your fans and followers, or a list of topics that you are going to start writing about yourself. You should be setting aside a few hours every week to do this so that your content stays fresh. Of course you are going to stumble across content that is share-worthy from a few months, or even years ago, which is fine, but keep in mind that current content is often more relevant. If you are going to use old content, try to rewrite something and put a current-day/relevant spin on it. Pro Tip: For those spontaneous agents that want to find content the day of a post, doing a bit of daily research can help you be a planner and spontaneous at the same time! Consolidate all of your calendars into one First things first—if you have multiple calendars to look at everyday, get rid of all of them except one of them. With multiple places to find information, there is a really good chance that you will have a hard time staying organized. Put everything on one calendar so that all of your deadlines are in one place. If you want to go above and beyond, color coding is a great way to make your information easy to find. This also eliminates issues of your colleagues or assistants not being able to find information that they need in order to successfully assist you. Pro Tip: If you are color coding your calendars, make sure that you have a key so that you don't ever have to question what things mean. Set reminders Remind yourself when you need to be posting your content if you don't have an automated posting tool to pre-schedule your posts ahead of time. Sometimes you can get stretched a little bit too thin at work, and tasks fall through the cracks. Don't let posting engaging real estate content be one of the items that fall through the cracks. Once you have a reminder, whether it's a daily or weekly reminder, you will find yourself falling into a routine and not feeling overwhelmed with the fact that you are being reminded to complete a task. Pro Tip: Don't cancel your reminder even if you are able to remember your posting schedule. There could be a day in the future where you are going to need that extra reminder. Better safe than sorry, right? Share your content Share your content on as many platforms as your heart desires. With the abundance of social media platforms available today, you have a lot of choices. You also have your personal website, emails to your clients/potential clients. Your sharing ability is pretty limitless these days. The more platforms that you share your content on, the more impressive your reach will be. Your business is only as well known as you make it, and creating a real estate content marketing calendar can help your business grow while keeping you organized. Get your content marketing calendar started today so that you can get ahead of the game. Are you ready to get your content marketing calendar started? To view the original article, visit the Zurple blog.
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14 Benefits of Virtual 360 Tours for Real Estate Sales and Marketing, Part 1
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How to Create Instagram Posts for Your Real Estate Business with Canva
Ready to start sharing engaging real estate content with your network, but not sure where to start? If you want to share neighborhood market stats, new listings, open houses and client testimonials, this article will get you going. What is Canva? Canva is a simple to use, online design and publishing tool. With it, you can easily create designs without having professional design skills. All you need is an understanding of your brand colors and fonts, along with a clear idea of what you want to share. With a free account, you'll be able to use the templates shown in this article. But it will take a Canva pro account, or pay per download, to export the designs as graphics you can share on Instagram. If you're just kicking the tires, try signing up for the Canva Pro 30-day trial. That will allow you to have all of the features, free for a month. Benefits of Canva Templates With premade templates, you're not starting from scratch. You'll simply find designs that you like and then modify the overall look and feel as needed with your brand colors, fonts, and imagery. Simple Tips to Edit Your Canva Design Agents active on social media platforms such as Instagram often share market stats for their geographic farm area. So for this article, we're going to break down the how-to and provide a few specific templates to make the job easier. Change Colors Click Neighborhood Market Update to access one of our Canva Templates. Select "Use Template." If you have a Canva account, you'll be prompted to log in. If you do not have an account, you can create a free account using your email address. Click to select the element that you want to edit. Then click on one of the color tiles that appears on the toolbar above the editor. Then from the color editor panel, click the color that you want to apply. To choose a different color, click "New color" or the rainbow tile from the editor side panel to use the color picker. Add or Change Image With the template design open, look to the far left side panel. Click the "Photos" tab. If it's not showing, click the "More" button to locate it. Look for images by typing keywords into the search bar. Once you've found or uploaded an image, add it to your design by simply clicking on it. Any image you've added can be adjusted from the top toolbar. Make sure you've clicked on the image and then choose: Effects, Filter, Adjust, Crop or Flip. Social Media Friendly Market Update with RPR and Canva Now that you understand the basics of editing a Canva template, let's focus on customizing a Market Stats template using data from RPR. First, click this link and then select "Use Template." The design shown below will open. Next, we need to get the data from RPR to update our graphic. You'll need to visit RPR and search for the area you'll be covering. If the area is a neighborhood, try using the RPR Neighborhood search tool, or create a Market Activity report for any geographic area. For this example, I'll generate a Market Activity report for a neighborhood and we can use the data from there. Within RPR, select "Research" from the main navigation and then choose "Map Search."(Note: If the map is open to the correct area, simply pan or zoom the map as needed to get centered on your area. If it's not, use the search bar to enter your area.) From the top of the RPR map, select the "Show Geographies" pull-down. Select "Intermediate Neighborhoods," and neighborhood outlines will display on the map wherever available. Locate the neighborhood you'll be covering. In my case, it's called "Lake Forest neighborhood in Lake Oswego, OR." Select the area, and it will turn an orange color, and a map balloon will display. Click "Create Market Activity" report. Once the Market Activity report has been generated, open it and navigate to page #2. We'll use the Median Estimated Home Value and 12-Month Price Change for this template. Next, navigate back to Canva with the Market Update template open. Double click on the blue median estimated home value text. It will become highlighted. Now type the correct number from your Market Activity Report. In this case, it was $690K, so type that amount in. Then repeat this for the "Change Over the Last 12 Months." In this case, that was 26.11%, so type that now. See how easy that was? Now update the colors and image as needed using the directions from the start of the article. Downloading Your New and Finalized Sharable Design Once you've updated your colors, imagery, and market stats, it's time to export your design. With the design open, tap the "Download" (or down arrow) icon at the top right corner of your screen. A menu will open, then choose a file type for your download. Wait for the export progress gradient to complete. The design will immediately save to your computer or camera roll. Download 6 Free Canva Templates for your Real Estate Business We created a few real estate-themed Canva templates that are free for your use. You'll need to add your own colors and images, where appropriate, but these designs mean you'll spend less in design mode and more time sharing content in your feed. RPR and Canva—a Match Made in Real Estate Marketing Heaven Well, now you know the secret of how other agents create such beautiful, professional-looking images for their social channels. Combining Canva's low cost, easy-to-create image templates with RPR's data will make you look like the go-to neighborhood expert you are. Next time you post on Facebook or Instagram, remember this how-to and take your post to the next level. Your social posts shine and they'll get plenty of eyeballs, too. Good luck! To view the original article, visit the RPR blog.
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Trending Now: Smart Technology, Smart Marketing, Smart Realtors
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How to Optimize Your Real Estate Video Marketing
Video isn't the next hot thing--it has been the hottest for a while now. What's changed during the past few years is how videos are created, marketed and consumed by viewers. You no longer need professional-grade equipment and expensive editing software to produce engaging content. Low barriers to entry is one reason there's been a boom in new content. And this accessibility is exactly why real estate video marketing needs to be among your top priorities this year. More importantly, consumers are watching videos at a higher rate than ever before. Currently, Americans average 18 hours of video-watching per week, which is two hours more than a year ago. It's increasingly the go-to method for learning about a product or service, with more than two-thirds of people preferring videos to text or other types of content. If you're ready to put more fuel into your real estate video marketing, then read on. We'll discuss techniques for maximizing video and leveraging the right platforms to promote it. Three Tips for Better Videos Although consumers are gobbling up video hours like candy, it's just as easy to flip to the next shiny object if the content isn't interesting. So, how do you maximize your precious video time? Keeps these three main points in mind when you're creating your real estate video to ensure it's as engaging as possible. This goes for listing videos (e.g. walkthroughs) as well as brand awareness/promotion (e.g., an intro to you and your services). 1. Keep it short When people are browsing social media, their attention span is limited. The interesting thing is that the length of time they are willing to watch a video differs by platform. This mostly has to do with expectations. For example, people go to YouTube specifically looking for video content, so they expect it to be more in-depth and are willing to watch longer. On social media, on the other hand, consumers are only willing to spend so much time per post before moving onto the next. Here are ideal video lengths by platform that HubSpot's research uncovered: Instagram: 30 seconds Twitter: 45 seconds Facebook: 1 minute YouTube: 2 minutes The takeaway here is that you need to get your message across as quickly as possible and cut out any fluff that lengthens your video but isn't engaging. Front-load your videos with need-to-know content at the beginning in order to both hook watchers to stick around longer and ensure they learn the most important points before exiting the screen. You can and should publish longer versions with your MLS listings or on your real estate website. Buyers browsing those spaces are similar to YouTubers in that they are expecting and want to watch an in-depth video. 2. Include audio and subtitles A majority of people don't turn up their volume to listen to audio (hence the "volume up" and "sound on" emojis and stickers that appear on many videos). While you should include audio for those who do want it, you must also include subtitles for everybody else. It's the only way for you to provide context or important details if they aren't listening in. Many programs will be able to intelligently apply subtitles for you, but just make sure that the text is accurate and well-spaced throughout your video. If not, go in and make edits to ensure you're publishing high-quality, accurate content. 3. Be visually engaging You may think "easier said than done," but that's not true. Your best judgement will guide you in the right direction. Chances are you also enjoy watching videos, so you will instinctively know whether the video you make is snooze-worthy or worth watching. There are a few things you can keep in mind that will help you ensure you're keeping it visually engaging. First, make sure the rooms are well-lit. Don't shoot at night, and when you record during the day, open all the windows and let natural light flood the space. Use indoor lighting when you don't have a window to open or if the level of sunlight is too low. Second, don't move the camera too fast or too slow. If you're doing a walkthrough, you don't want to speed through a room so quickly that you force viewers to pause or rewind. Move too slowly and you'll lose viewers, especially those who have their audio off. Finally, ensure there is an interesting focal point in all shots. For example, if you are doing a walkthrough and there isn't staging furniture set up, don't pause on a wall as you describe the room. Keep panning the camera or move to another room so you keep viewers interested in learning what's behind the next door. One last step When you've finished your video, share it with close friends or colleagues who can give you honest feedback. You won't need to do this forever—you can sign off on the video yourself once you become more accustomed to real estate video marketing. Where to Promote Your Videos Too many real estate agents fall victim to publishing their videos with the MLS property listing and stopping there. You did the work, so you should promote it far and wide! Here are a few locations across the web where you can reach interested buyers and sellers. 1. Social media If you already have a following on specific social media platforms, like Facebook or Instagram, then you should definitely share your video natively so your fans can interact with your content. It's also important to invest some of your advertising budget in your real estate video marketing. Push it out to those who don't already follow your business pages but are in your sphere and target audience. When your sphere sees your ads, it's a reminder that you work in real estate (so many people forget!). By promoting your content to your target audience, you are widening your sphere of influence by introducing yourself to new potential leads and improving your brand awareness each time they see your ad. Homesnap can help you set up and target your video ads on Facebook and Instagram in just a few clicks, and you get to choose everything from the dynamic design to the lead form to the daily budget. Check out our video ads for real estate agents for yourself. 2. Your Google business profile No matter what type of video you create—whether brand-focused or a walkthrough of a listing—you should publish it to your Google business profile's media section. This is just another piece of content that will help leads and prospects get to know you better and see you in action. If you don't already have a Google business profile, now is the time to claim your space and get started. In addition to being a key place to extend your real estate video marketing, it's integral for branding and establishing credibility. 3. Homesnap Buyers and sellers browse Homesnap daily, looking at new listings, comparables and, of course, agents and their real estate profile. If your listing videos are already in the MLS, they will automatically be attached to your property listing in Homesnap. But you can take it one step further and create unique content just for buyers and sellers who check you out in Homesnap. Homesnap Pro agents can add a Story (similar to those on Instagram and Facebook) to each of their MLS listings. You'll record content and add text, graphics, filters and more right inside the Homesnap Story creator. Your completed Story will be available to those who look at your individual listings, as well as your public profile in Homesnap. See how easy it is to get started! You can also promote your Homesnap Story as a targeted ad on Facebook and Instagram just by selecting the boost story option. A final thought If you aren't already creating marketing videos for your real estate business, today is the best day to start. Don't forget: Practice makes perfect. The more often you produce content, the more natural it feels to be in front of and behind the camera. After you see for yourself the high level of engagement that videos get, you'll be wondering why you didn't start making them sooner! To view the original article, visit the Homesnap blog.
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How to Add Infographics to Your Real Estate Marketing Strategy
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How to Build Your Online Branding
Compared to all the other real estate professionals in America, what makes you special? Phrased that way, this might feel like an intimidating question. But rest assured, there is an answer. The way you respond shapes your business in profound ways. Here are examples of ideas other real estate experts like you have had: "I'm special because nobody else knows the borough of Brooklyn like I do." "I'm special because I truly understand what goes into senior downsizing." "I'm special because I bring years of negotiating experience to my clients." The question is, how can you communicate your advantages so your leads will know and remember them? The solution is found in online branding. Online branding is crucial because the majority of your future clients will find you online first. They might read about you on your website weeks or months before they actually expect to reach out to a real estate agent. The first impression you make helps determine whether you're the one they eventually choose. Exactly What Is a Brand, Anyway? To clear up confusion, it helps to understand what branding is not: Branding isn't just about your values, even though your values are part of your brand Branding isn't just about your visual identity, such as your logo, color scheme, or fonts Branding isn't just what you say about yourself, but also what others say about you You can think of branding as a structured and intentional approach to communicating what you want others to know and remember about your business. Branding isn't just visual; it's everything you put out into the world, including how you interact with people professionally. Likewise, things other people say about you — such as reviews on third-party sites like Yelp — become part of your brand when someone learns about you by reading them. But if you've taken time to think deeply about your brand, you'll be able to positively influence even the factors you don't directly control. What Do You Want Your Brand to Represent? There are several questions you can ask yourself to get to the heart of your brand: Who Is Your Ideal Customer? After a little time getting used to the industry, this is the most crucial question any real estate pro can ask. All branding is directed "to" someone, and you'll need to know that person's characteristics. Marketing to first-time Millennial homebuyers is very different from marketing to Baby Boomers. Who do you want to serve, and what are their pain points? What demographics do they fall into? How do they research real estate issues? What Is Your Mission? You might think of your mission as your promised experience, what you want to deliver for everyone who picks you over the competition. For the agent focusing on those Millennials, it might be something like: "Make the home buying process easy and stress-free for people aged 30-40 searching for their first home." Whatever you choose as your mission, it's most effective when you can express it in a single succinct statement. What Can You Provide That Others Don't? Scroll back to the beginning of this article and take another look at the three answers people gave when they were asked what makes them special. Each statement provides insight into what they have to offer that most other real estate pros won't. Since everyone brings their own unique perspective to real estate, each person has their own grab-bag of specialized skills that can differentiate them from their colleagues. Three Ways to Express Your Unique Brand Online Once you have clarity on your brand, here's how to bring it to life online: Blog Regularly in Your Areas of Expertise Every blog post serves as a preview, a tantalizing taste of the value you can offer when someone chooses you as their agent. By publishing regularly, you strengthen your credentials as a local expert. In the process, you can also raise your visibility in online searches on topics relevant to your business. Embrace Branded Real Estate Video Video truly is the next best thing to being there. It's not just for listings, either: it's the ideal way to introduce yourself to new website visitors. The more video content you produce, the more chances people have to feel like they know and trust you. Some agents augment practically all of their blogs with video. Amplify Your Voice on Social Media Instagram, Facebook, and LinkedIn all provide amazing opportunities to further your brand. Take the time to lavish attention on every element of your profiles, from header images to headlines. Then, share new content as it comes out. That should encompass blogs, videos, new listings, and any news that matters to you. With best-in-class marketing automation, Delta Media Group helps you showcase your brand with confidence. RE Technology readers can try DeltaNET 6 FREE for 30 days. To view the original article, visit the Delta Media Group blog.
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How to Humanize Your Digital Business
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BoxBrownie Releases Its 2021 Listing Visual Marketing Analysis
Here's a terrific report from BoxBrownie about the best ways to visually promote your listings for all ages. You can read an excerpt from the Preface below and then download the full report here. I have heard a lot of criticism of the National Association of Realtors over the past five years in the USA. Of the many countries I have travelled to, the NAR would have to be the organisation providing the greatest benefit to its members that I have ever seen. One of the most under-rated pieces of information the NAR dutifully release annually is the Home Buyers and Sellers Generational Trends report. I cannot speak highly enough of the value of the data released in this report and I personally wished my home country had equivalent data available to agents in order to assist us in sculpting business direction. Staggeringly, I would estimate the members who would know about this report and understand its value to be in the minority. Since 2013, annually this report has shone a light on the website features a purchaser would want to see in their efforts to purchase a property (page 59). Even at the quickest glance, the report tells us a few things: 89% of all purchasers regardless of age wish to see Photos of a listing 67% of all purchasers regardless of age wish to see Floor Plans of a listing 58% of all purchasers regardless of age wish to see a Virtual Tour of a listing These three figures are slightly higher than they have been over the past years, which I could argue might be the influence of being in a year of lockdowns and more difficult access to properties for inspection. However, none of them are out of order with the previous five years and more worth of data this annual survey has collected. If you look at the entire list there are some categories that I have always found humorous, for example, "Real Estate Agent Contact Information." I would assume for this to be on the list, at number 4, there is conceivably some agents not handing out their information to purchasers? Where I come from that person is unlikely to be an agent for very long. A Marketing Plan Over a period of time, I took the NAR report and paraphrased page 59 to formulate a plan for agents to follow in order to maintain consistency or marketing/brand and to sell a property for more, faster. In order of priority, relating to what the purchaser wishes to see, it is our belief at BoxBrownie.com that "best practice" agents have a marketing plan that looks like this: Good imagery Copy with all essential detail A floor plan 360°/virtual tour Video footage The research conducted investigates only three of the above aspects of visual marketing for a listing; Good Imagery, Floor Plans, and 360°/Virtual Tours. This research report is not to point people to BoxBrownie.com’s services. However, through the services we offer, I believe we are best positioned to shine a light on these practices. And whilst it is true that we have a solution for some of these issues, other companies do as well. Our message to the agent, broker, franchise, association, and MLSs is that marketing matters· and our challenge to you is to improve your property marketing to better serve the purchasers and sellers within the industry you operate. So BoxBrownie.com, as a company, and I, as a bullish, inquisitive, now non-practising listing agent (genuinely interested in the USA property industry and equally in love with the fabric and people who make the industry be who it is) are excited to offer this first research report to the American property industry. It is a way of saying thank-you for the way you have accepted this Australian start-up (now scale-up) and the love and support you have shown us over the past four years. Download the full BoxBrownie.com 2021 Listing Visual Marketing Analysis report here.
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Why Digital Marketing Isn't as Intimidating as You Think
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5 Reasons Why Virtual Tours Are a Must for Your Marketing Plan
Until December 2019, you might have been one of the most successful agents in your area and had the best marketing campaigns ever. There was no need for any improvement -- or was there? Then COVID hit and the whole real estate industry had to change overnight. Due to social distancing, travel restrictions or fear of catching the bug, your open houses and weekend walkthroughs and in-person meetings with buyers or tenants finished forever. Thousands of agents and property managers were taken by surprise and couldn't sell or rent anything anymore. The business model you were running was gone forever. The only new way of making it all possible are 360° virtual tours that allow anyone to inspect the property wherever and whenever they want. When the pandemic hit, Virtual Tours Creator (VTC) was already in the top five international virtual tours providers and our current customers were calmly selling or renting sight unseen. They didn't have to change anything as they were ready. They had already digitized their offer. Imagine showing your customers a tour like this when your competition couldn't even leave their home! Here are five reasons why virtual tours are a must for your marketing plan in real estate this year: 1. 360° virtual tours make it safe for you, your team and your customers during the global pandemic For many agents—and, more importantly, for buyers—open houses are a waste of time spent traveling back and forth to properties that buyers are not really interested in. Virtual reality (VR) tours help save time for both parties and allow agents to get more qualified buyers. They eliminate face-to-face contact when presenting a home. Agents can conduct virtual inspections with customers on any device in the comfort of their own home without the need to travel. This brought safety to both parties in the face of 2020's global pandemic and allowed many businesses to thrive when a total lockdown was enforced. Our customers were selling properties sight unseen all across the world. Keep your staff and customers safe by avoiding face-to-face contact. 2. VR tours help your brand stand out in the digital world and win new listings! How many times do you ask yourself how to outrun your competition? 360° virtual tours make you stand out from the crowd—every landlord or seller will choose you rather than you competitor who offers the old-fashioned photos-only package. Having a virtual tour made can cost between $150-$600, and it may take up to seven days before the VR provider can turn up to create the tour. Not many agents have the budgets to use such technology at such cost, nor the time to wait for a photographer to turn up. Being able to offer a VR tour in the listing presentation is a huge advantage over any competitor. Moreover, being able to impress vendors and do the tour on-the-spot can, in many cases, win the listing for an agent. VTC allows the creation of 360° tours by an agent without the need to outsource it to expensive photographers with lengthy delivery times. Do not be dependent on anyone; create the tours yourself when and where you want. Did you know that, according to REA, listings with VR tours have 487% more engagement than the ones with only photos? This says it all! 3. 360° VR tours allow you to save time by pre-qualifying buyers and tenants There are many tenants on the market that often look only for opportunities and therefore are not really committed. You can weed them out by presenting the virtual tours of properties online before you plan an open house. That way, you won't have to worry about tire kickers and next door neighbours. During COVID, tenants tended to rent or even buy properties site unseen. 4. Tours allow you to have a 24/7 open house How many people can you run through an open house over the weekend? Twenty, 30 or 60 people? During COVID, you might have had zero. Our customers track their VR tour visits and will tell you that they had 400 people looking at the tour in three days—where else can you do that ? Agents get more qualified buyers before they even come to the open house. Every buyer is able to make informed decisions on buying a property from the comfort of their own home where and when they want. You can have an open house 24/7 available to anyone and anywhere. ONLY a virtual tour allows you to work when you are not working. Even better, clients can view it whenever they want without bothering you. 5. Virtual tours help your business restructure and give sales agents or property managers the time back to do what they should be doing in the first place No matter how you operate, prepping properties for advertisement can be time consuming. From when you first launch a new property, to finding the right buyer or tenant to work with, it is very common to be inundated with inquiries. A virtual tour can help you segregate the serious clients from the curious. What else can a virtual tour be used on? By using a 360° camera, you can cover every corner of a house and it should only take about 15 minutes to shoot—plus an additional five minutes to set up using Virtual Tours Creator's system. Here at Virtual Tours Creator, we will hold your hand in the process of learning how to take 360° photos and creating an interactive 360° virtual tour. We will teach you how to create perfect 360° tours in one day! You can also use virtual tours for: assisting sales agents with generating appraisals, assisting suppliers with quoting for repairs, as a tool in your entry and exit process. Keep in mind that these are just some of the benefits virtual touring can bring to your business. Virtual Tours Creator has made creating 360° virtual tours easy, fast and affordable. You can create a three-bedroom house 360° tour as fast as 15 minutes for as little as $2 per property. To learn more, visit virtualtourscreator.com.au. To view the original article, visit the Virtual Tours Creator blog.
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Top Digital Marketing Tips of 2021
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The REAL Problem with Buying Online Leads that No One Wants to Talk About
If agents buy leads and grow their business through advertising, then they become transactional. If agents are transactional, then they become a commodity. If agents are a commodity, then they can be replaced by technology. THIS is the REAL problem with buying online leads and any kind of advertising. And here's the thing—the companies who sell you leads and advertising are definitely not going to talk about it. It's not in their best interests. But the good news is that the data says you shouldn't buy online leads or any kind of advertising! And here's the punchline: if you don't, then you will stay relevant and not be replaced by technology companies like Redfin and Zillow, and iBuyers like Opendoor. Now let's dig into the facts… How do homeowners find their agent? According to the 2021 NARS Home Buyers and Sellers Generational Trends Report, upwards of 75% of home sellers used a referral or agent they knew from the past to list their house. In addition, 36% of sellers recommended their agent three times post-sale of their own home. Conversely, 1% of sellers used advertising to choose an agent and 1% used direct mail. ...so why are real estate agents and brokers spending so much on these platforms? The loose answer is, because that's what they are told. When a new agent starts their business, they are willing to go along with the status quo. As for brokers, they too have been led down the garden path, so to speak. They can only provide so many tools for their teams before they become antiquated or ineffective. What do homeowners care about? The three most important factors in choosing a real estate agent to sell, by level of service, according to the 2021 NAR report, are: Reputation of Agent: 31% Honesty and integrity: 26% Knowledge of Neighborhood: 15% So, it stands to reason that if people choose their agents based on the factors above, wouldn't buying leads and paying for bus bench advertising be unnecessary? Simple answer: Yes. The three factors listed above clearly have little to do with the actions of buying leads or advertising. What they all have in common is human connection. It's been proven time and again that people work with people they "know, like and trust." So how are real estate agents supposed to create this loyalty so they can build a business instead of being transactional? The primary objective of real estate agents should be to become more relevant by their clients and become indispensable to their community. Additional problem: The Covid pandemic Advertising has often been referred to as "merely a connection of strangers." Now, consider what being a consumer, during a pandemic, while trying to buy or sell your house with a stranger really entails? Not sold on the idea? The pandemic has far reaching effects as it has created a lot of fear-based behavior. We no longer want to meet strangers face-to-face for fear of getting sick. We have created "safe" bubbles and are intentional with whom we "let in." These are people we know, like and, most importantly, TRUST. Combine this with the fact that homeowners have had over five years of experiencing poor service from agents who attest they are the local market expert, only to find out they flash fancy numbers and show comparisons of other listed houses and call it a day. With a 30% decline in conversion from advertising, evidence is now indicating a massive shift towards using agents that people know, like and trust or who were referred to them by people they trust. "The data speaks for itself. Advertising is working less and relationships are working more. Whether an agent uses my company's solution or not, the key to growing your business in this new normal is to spend less time and money on buying leads in all the various ways, shapes and forms you can, and shift that time and money towards adding value to people," explains Grant Findlay-Shirras, Co-Founder and CEO of Parkbench.com, a leading online website that helps real estate agents connect with their community and foster relationships with homeowners and business owners. Real estate agents who fundamentally understand these concepts can consistently generate new business. This can be accomplished using various techniques and implementing them into one's daily business routine. Some concepts include, but are not limited to, the following: Create a website and post local news and events (helps with SEO) List the businesses in your community, and post their deals, sales and specials (helps with SEO) Blog about local schools, parks, events, etc. (helps with SEO) This list is endless, but the work isn't. "A referral system can be grown organically through providing value upfront and then cultivating your database," says Rick Aurora, a broker of Royal LePage Infinity Realty in Toronto, Canada. "The best referral in life is a personal referral from someone you know." Rick and many other business-conscious real estate brokers are turning to companies, like Parkbench, for alternate solutions to help their agents in this fast-paced and highly competitive industry. "How can I help you?" These are five simple words, but they can have a huge impact on and can change your business forever. These words can help you separate your real estate business from your competition. These words can lead you to become the go-to person in your community. Service first By serving people first, by investing your time and energy into others outside of yourself and creating relationships that will last a lifetime, you become that person people will know, like and trust. As you refer people and businesses to each other, they will naturally want to refer business to you! It's the Law of Reciprocity! Now understanding the "Law of Reciprocity" is one thing; implementing it is another. Rick Aurora believes this wholeheartedly. His company, Royal LePage Infinity Realty, reached out to Grant Findlay-Shirras when he saw what the Parkbench platform could do for his team. They have since formed a partnership that allows real estate agents to use the platform on a pay-as-you-go basis. "Grant has offered us to 'try before you buy' his services. That takes TRUST!" Rick states. How does it work? The Parkbench system has client acquisition down to a science. It is a systematic and predictable process to help real estate agents give value to their community. "The average agent who uses Parkbench grows their income by 25% year over year and they profit more since it's built on relationships and referrals vs advertising. Aligning with brokers across North America strengthens our position for long-term growth and offers them [brokerages] the ability to create business differentiation," Grant says. Do you want to do more relationship based, community-driven marketing? If you're an agent in The GTA, contact Rick to get access to Parkbench at no upfront cost to you, and use it to help you get more listings and referrals! If you're an agent in any other part of the world and you want to become the local market expert and increase your exposure within your geo farm community, reach out to Grant Findlay-Shirras to learn how. If you're a broker owner or team leader who wants to give their agents a systematic and predictable way to create high quality leads in their geo farm that doesn't cost you any money, then contact [email protected] to learn more about "the local broker program." Free resource Do you want to know the top 30 local professionals who refer the most business to agents? Download this free ebook and learn who they are and how you can connect with them. Also, you will learn how to add value to business owners so that you can build referral generating relationships with them.
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How to Build the Perfect Real Estate Instagram Marketing Strategy
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Digital Curb Appeal Matters
When you're showing a property face-to-face, curb appeal is indispensable. There are many different aspects to curb appeal, but it all adds up to that essential first impression. From the moment potential buyers lay eyes on the home, right before walking through the door for the first time, they are primed for a memorable experience — and ready to find the home that's "the one." No doubt, your mind whirls into action to improve curb appeal whenever you look at a property. You might think of things like: The exterior paint job, how fresh it looks, and how well it matches the rest of the neighborhood The roof — its style, colors, and materials, and whether or not it looks ready for another 10 years Landscaping and lawn care appropriate to the season, with no yard waste or other obstructions Presentation — how well the all-important walk to the front door is framed, and the door itself When care is taken with curb appeal, it really can be a case of love at first sight! It might surprise you to know that the exact same effect is at work in the digital world. Yes, digital curb appeal is real. And it makes a winning difference for your sellers. Digital Curb Appeal Sets Properties Apart in 2021 and Beyond Digital curb appeal is a simple concept, but it takes creativity and hard work to master. In short, it means: Making your online home listing as appealing as it can look Ensuring it has a powerful preview in-home search results Even though online home listings are extraordinarily common — most home searches now start online — not everyone has gotten the message about digital curb appeal. Look at condo listings, for example, and you're very likely to see a preview photo that only consists of a community's sign out front. What a missed opportunity! Similar problems can crop up with a single-family residence. If a photo is blurry, distorted, or shows only one tiny part of what the home has to offer, it won't seize the attention of would-be buyers browsing through dozens of listings. As the listing gets little attention, it ends up at the bottom of results, even less likely to be found. First, remember what a listing preview usually shows: A feature photo along with the option to scroll through all the home's photos The asking price The number of bedrooms and bathrooms, including half and quarter baths Total square footage The address Special identifiers like "Hot!" or "Video tour" are also added to listings automatically. So, getting familiar with the different identifiers and how your listing can qualify is a terrific way to craft your strategy. People are far more likely to check a listing they know others are interested in! Four Ways to Help a Listing Excel with Digital Curb Appeal When it comes to digital curb appeal, you'll need to find new and exciting ways to help your listing tell a story. Luckily, it's not all undiscovered territory: many of the things you would normally do to prepare and stage a home are also helpful. Combine trusted techniques with new technologies and you'll stand out! Here are our four biggest tips for digital curb appeal: Collaborate on Pre-Listing Home Improvement - Minor cosmetic issues can sour buyers and sap a listing's mojo. In your early walkthrough of a property, make notes on anything that can be solved with a little elbow grease before your listing goes live. Major renovations should take a back seat to simple fixes, like a splash of exterior paint or new bathroom fixtures. Invest in Exceptional Real Estate Photography - The digital world is extraordinarily visual. These days, even the best phone photos won't do — professional real estate photography is a huge advantage. Photos should be taken of every room and every exterior angle, ideally at different times of day. Aerial photos snapped by drones are especially captivating for some buyers. Add a 3D Walkthrough and a Video Tour - These two features are highly in demand for today's savvy buyers. They also happen to be ideal ways to perk up your listings with two special identifiers buyers can see at a glance. Time spent on a 3D walkthrough is one of the biggest indicators of sincere interest in a home, so don't pass up the chance to stoke a buyer's imagination. Stage Each Home as "Move-In Ready" - Staging for your digital listing doesn't require fresh cookies in the oven, but there are still plenty of techniques that work. Clean up, declutter, and use natural light to your advantage, giving rooms a sense of size with mirrors where necessary. And, as always, hide the cat box and any other tell-tale signs of pets. Contact us to learn more about digital marketing for real estate, or try DeltaNET 6 free for 30 days. To view the original article, visit the Delta Media Group blog.
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Paper Is Cancelled, Move Your Brochures Online
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The New Google Screened Badge is Changing Digital Advertising: Here's Why
Every real estate agent should make it a priority to get their Google Screened badge as soon as possible. Here, we'll cover the top questions real estate agents have about the Google Screened badge. Google has slowly been adjusting its search results pages – specifically the first page — over the last few years to make itself a bigger competitor for top-of-the-funnel advertising tactics. Instead of sending people away to other websites, Google wants its users to find the info they need without very much clicking or scrolling. Just take a look at how Google has evolved its strategy recently: First, you could only run a paid search ad that appeared at the top of search results. Then, Google introduced the Google business profile to give relevant businesses prime real estate at the top of Google. Then you could connect your search ad to your Google business profile to unlock a Google Maps ad. There have also been adjustments so searches are hyperlocal (two people across the country searching "top real estate agents" will see different results), and the introduction of "snippets" so searchers can instantly see answers to common questions related to their search without ever clicking into a website. Now, real estate agents can run Local Services Ads, which appear at the very top of the search results page — even above paid search ads — and deliver live phone call leads. They can also include a powerful endorsement from the search giant itself: the coveted Google Screened badge. Unlike a traditional ad, the Google Screened badge can't be obtained in just a couple clicks, and Google won't endorse just anyone. The badge is tougher to get because you have to go through a screening process, but it's worth it because Google rewards badge owners with more live phone call leads. This gives savvy digital advertisers a huge advantage, because they can unlock a clear path to better ROI without paying anything extra, except a tiny bit more of their time to push some digital paperwork through. If Google has taught us anything, it's that its users adapt fast to these interface and experience changes, and quickly alter their search behavior accordingly. As the Google Screened badge continues to expand into other industries, users will only grow more and more likely to call Google Screened businesses that are right at the top of the page. That's why, even though it takes a little effort, claiming your Google Screened badge right now is worth it. What is a Google Screened badge? The Google Screened badge is a green checkmark and designation applied to Google's new Local Services Ads. Right now, the badge is only available to a few professional service providers: those in law, financial planning, and real estate. Each ad prominently displays the advertiser's headshot, star rating, and review count, as well as a click-to-call feature that drives direct phone call leads to businesses. Not all Local Services Ads receive the badge, and that's because you need to apply for it and get approved. It's an involved process that requires agents to allow Google to conduct business-level and business-owner background checks. This is how Google does its due diligence to ensure that its most esteemed advertisers are, in fact, licensed real estate agents. Once the vetting process is complete, you'll automatically be ranked over every non-screened agent in your market. Why do I need a Google Screened badge? Google continues to adapt its platforms to give users the most relevant search results higher and higher on the page. You've seen traditional SEO continue to evolve (just look at the organic featured snippets and FAQs that now appear near the top of search results), and that's because users expect the best information to appear first. By placing its Local Services Ads at the very top — the most sought-after placement — Google is telling consumers that these are worth paying attention to. And, Google is telling advertisers that this is where it's investing its time and resources. As such, Local Services Ads provide one of the lowest-friction experiences available today. Its prime placement makes it easily seen and accessible, and it offers a hassle-free click-to-call feature. The addition of the Google Screened badge not only boosts trust in the eyes of consumers — like a digital referral — but Google really does prioritize vetted advertisers above those who do not have the badge. Local Services Ads combined with the Google Screened badge create a one-of-a-kind ad unit. It's essentially a combination of a top-of-the-funnel ad (when consumers first become aware of your business) and a bottom-of-the-funnel ad (when consumers are ready to take action). That's because someone could search for "real estate agents in Seattle" instead of a specific agent, get served a list of Google Screened results — seeing these specific agents and their five-star ratings for the first time — and then tap an ad to call one of the verified agents. Within a single search experience, you can be discovered for the first time and immediately contacted, thanks to the high level of trust that users have in Google to screen and recommend businesses. This new ad type presents real estate agents with a unique opportunity to get in on the ground floor of what will undoubtedly become an important and highly competitive advertising space across industries. How can a Google Screened badge help me get more live phone call leads than my competitors? The Google Screened badge is exclusive. Since you need to go through a traditional background check process to get approved, it puts you on a different level from other agents. This requires more effort, but it also gives you a competitive advantage when you're trying to win new business because Google sends more leads to agents with a Google Screened badge. Our data also show that the leads generated from Google's Local Services Ads are highly qualified. For instance, one in two leads is an actual buyer or seller, and one in 10 leads is a seller lead. Plus, you can dispute bad leads with Google and win that budget back, creating a more efficient advertising strategy and ROI than your competitors. Agents who get in early will outpace their competition, as they'll have a head start in building trust with Google. The company rewards advertisers who invest in its products and provide a good client experience. When you already have good reviews and a high star rating and then also earn the Google Screened badge, it's a signal to consumers that you are trustworthy, which Google knows will lead to more live phone calls. The more phone calls you answer, the happier Google is with the experience you're providing to consumers. As a result, the search giant will optimize your ad for more phone calls. This creates a merit-based system where agents control their own destiny, so other agents can't simply outbid you for exposure. If you get screened and earn a Google Screened badge, consistently get five-star Google reviews, and answer when those leads call, you'll quickly outpace your competition. How do I apply for a Google Screened badge? We mentioned earlier that the application process is more involved than any other advertising product on the market. But that should not deter you at all. As one of the only professional service sectors that can apply right now, real estate agents should be running—not walking—to earn the Google Screened badge. THIS is the ground floor if you act quickly, like buying Amazon stock decades ago for $10. Navigating the application process on your own can feel intimidating. Homesnap Concierge makes it easier for real estate agents as one of Google's only trusted third-party partners. When you work with us, you're assigned a dedicated success manager who will coach you through the process, letting you know what information to provide, which specific documents to submit, and when to take the next step. Your success manager will ensure you don't miss a beat and are able to earn the badge as soon as possible. Another important part of the process that real estate agents should be aware of is the requirement of having a verified Google business profile with at least one review. Details from your profile are linked to your Local Services Ads and badge, and Google also uses that information to determine when to serve your ad in search results. As a Google preferred partner, Homesnap Concierge is able to expedite Google business profile verification process for our agents — which can otherwise add weeks to the process. And finally, our Concierge specialists vet every phone call lead and dispute bad leads on your behalf — so you can be sure your ad budget is always being invested in quality leads. It's bound to be a hot summer for residential real estate. Home-buying demand remains strong and inventory could expand as states loosen COVID restrictions and give us a glimpse of a return to normal on the horizon. Now is the time to invest on an advertising strategy that will bring you high-intent, qualified leads by phone. To view the original article, visit the Homesnap blog.
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25 Real Estate Video Marketing Ideas
Lights, camera, action! Today's article is a simple one. We give you 25 ideas to give your on-camera personality some inspiration. We have also included a free download of our Guide to Online Video for Real Estate Agents. We discuss video editing, video platforms, camera options, and everything you need to get started. Here are 25 video marketing ideas for real estate agents: About You Introduce yourself to your leads Explain any specialties or niche markets you focus on Reveal three traits that help you stand out from other agents Read some of your client testimonials Explain any unique marketing or real estate services you provide About the Community Provide a visual tour of local hotspots in your neighborhood Discuss highlights of the community Highlight independently owned small businesses in the area Explain why your town is worth living in compared to others nearby Discuss benefits of each neighborhood in your area in detail Have an interview with long-time residents Illustrate popular architectural styles in your area Discuss median cost and advise buyers on where to look for properties that fit their budget Explain market trends and provide timing advice Create seasonal videos to highlight the best events and places to visit throughout the year Videos About Real Estate Provide tips and best practices for first-time home buyers or sellers Announce an upcoming open house and highlight features of the property Offer advice to leads considering selling on what home improvements provide the best ROI Do a video walk-through of a newly listed property Ask past clients to submit questions and explain the answers in your videos Discuss mortgage prequalification and home loan opportunities Offer advice on how to identify serious issues vs. cosmetic damage on home tours Talk about the foreclosure market in your area Discuss the timeline of a traditional sale Provide advice on how to prioritize needs to land on the perfect neighborhood (school district vs. commute time, etc.) Need advice on online video marketing? Download our guide for real estate agents! To view the original article, visit the Zurple blog.
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What Should My Real Estate Marketing Budget Be?
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How to Write the Perfect Real Estate Agent Bio
Making a good first impression online is far more difficult than doing so in-person. When you're face-to-face, your countenance and body language can express friendliness and confidence while you verbally make a connection and communicate your local market knowledge and overall expertise. Conversely, conveying all those points through a written real estate agent bio takes some wordsmithing. Luckily, you don't need to be a creative writing major to craft the perfect real estate agent bio. If you follow our suggestions, you'll be able to make a great first impression with anyone who reads about you online. Define your voice The first thing you need to do for your real estate agent bio—and any other content you plan to write, like ads, blog posts and social media posts—is to nail down your voice. This refers to your style of writing, and it's what will make your content unique. If you aren't sure what your voice is like, start by writing a note to a friend. In it, tell that person about an experience you recently had. You won't ultimately share the note with anyone, but after writing it, you'll be able to see the type of words you typically use and the style in which you use them. Take this same approach when you write your bio. And keep these three points in mind: Be authentic – Use your words, not the words you think people want to hear. Your tone should match your personality. Don't eliminate contractions if you typically use them. Don't use formal language if you speak casually. Be confident – Stop yourself from reading anyone else's bio before writing your own. Comparing your background and accomplishments to other real estate agents won't help you write about yourself. If you're confident enough to do your job, then you should also be confident in your experience. That's why we're not sharing any examples of other bios. Putting ideas in your head is the perfect way to ensure you won't be writing with authenticity. Share your passion – Why does your work excite you? Weave your enthusiasm for your job into your bio. No one wants to work with a two-dimensional agent. Showing passion will make others feel eager to work with you. Cover the necessary details Although you're writing your real estate agent bio in your own voice, there are still important points you need to address along the way. Here is a list to get you started. It's not exhaustive because, well, everyone is unique. If you have other tidbits of information you want to share with potential leads and prospects, you shouldn't hesitate to add it in! Your name (for example, don't write Michael if everyone calls you Mike) Your title Your specialty (first-time buyers, luxury homes, investment properties, working with veterans) Your standout skills (great negotiator, highly responsive, in-depth knowledge of the market) Current track record and accolades Trainings, certifications, education Market specialities (specific neighborhoods, housing types) A friendly photo Social proof, such as testimonials (place these at the end) Other things to consider including: Elevator pitch about why clients choose you Your approach to every client relationship and the overall transaction Relatable stories that show you understand the needs of buyers and/or sellers Personal details (share information like how many kids you have, your pet's name, your hobbies, likes and dislikes) If you're part of a team, talk about the people who clients might interact with or who support you behind the scenes, like an admin, marketer, stagers, et al. Don't forget that people often skim when they are reading online. If you really want to grab their attention, make every sentence engaging and worth the read. Start with a strong opening. That could be a story about why you got into real estate, how you work with clients or what sets you apart from your competition. Finally, consider whether you want your bio to be in the first or third person. There's no right answer, and you may consider writing it both ways to see which you like better. Proofread It goes without saying that you should proofread your real estate agent bio after you write it. But you may also want to read it aloud to see if it sounds natural and authentic. Then send it to a few people, including colleagues, who will give you honest feedback. When you ask them to read it, be specific in what type of feedback you'd like to receive. For example, you may want to ask whether it is engaging, makes you sound like a trusted agent, conveys your expertise well enough or is too long. Determine where to publish your real estate agent bio Consider your real estate agent bio as a piece of marketing. You should spread it far and wide so that buyers and sellers face no hurdles when they try to learn more about you. Here's a starting point for where you should publish your bio: Your brokerage's website Your personal agent website Your Google business profile Your Facebook business page Printed collateral displayed at open houses and elsewhere To view the original article, visit the Homesnap blog.
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Friday Freebie: 200 Real Estate Flyer Templates
You know how people like to say, "Less is more"? Well, throw that out the window (just for now), because in this week's Friday Freebie, more is definitely more. We're sharing with you a whopping 200 flyer templates that you can download, customize, and market with to your heart's content. Read on to learn more. 200 Real Estate Flyer Templates, courtesy of TORCHx Listing inventory is low, so agents can use all the help they can get in drumming up new seller leads. TORCHx is offering RE Technology readers 200 free flyer templates that you can print and mail or share online. You get: 50 For Sale Flyer templates 50 Just Sold Flyer templates 50 Recently Sold Homes Flyer templates 50 Testimonial Flyer templates All flyers are beautifully and professionally designed and 100% customizable. Add your name, contact info, listing photos and other custom fields for a flyer that is perfectly suited to your marketing needs. Flyers are available as PowerPoint files and come with full instructions on how to customize and edit the templates. Ready to dive in? Download 200 FREE real estate flyer templates here!
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5 Real Estate Marketing Metrics to Help You Grow Your Business
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Build New Business with Google My Business
Google My Business is one of the fastest and easiest ways that real estate agents can increase their presence online. That's because unless you are a major advertiser with Google -- or have invested in an ongoing, professional Search Engine Optimization (SEO) program -- most real estate searches typically will not include a local agent website on the first page of the results. Unless, of course, you have a completed and frequently updated Google My Business profile. About five years ago, Google introduced this free way to increase local businesses' presence in search. When someone searches for your name and occupation on Google – such as Jane Smith, real estate agent – Google returns results to include your GMB profile. Best of all, your GMB profile appears at the top right of the search results. It features your contact information, your business hours, photos you have uploaded, a map of your business location, and more. If you are an agent who tried to use GMB several years ago, you may have been challenged by Google, at the time, not allowing multiple businesses to share one physical address. That prevented many real estate agents from completing a GMB profile when trying to list their home office as their primary address. Google has fixed this quirk for real estate agents. Now agents assigned to one office may use that same address for their GMB profile. Make sure you do use the same physical address for all of your online use. Today, Google My Business is also connected to Google Maps, meaning a search result in Google Maps may also display your Google My Business profile. First, you need to create a Google My Business profile. Next, you need to fill out all of the fields in your profile. The more complete it is, the better your chances Google will include your profile in search results. Finally, you need to add images to your profile initially and later add them regularly. These can be photos of your most recent listing, your business location, and even infographics. Google loves to feature GMB profiles that frequently are updated with posts. These updates can include information about your events (e.g., an open house or Zoom meeting available to the community to answer real estate questions) or local community events. You also can post any special offers or a "what's new" update on your business. Google also has made several improvements to GMB to make it even more robust. You can now add to your profile new Health & Safety Attributes. These are specifics related to your business health standards, such as "Appointments required, Masks required, Staff wears masks, Staff gets temperatures checked," and more. New attributes for Online Services allow you to promote your "Online Appointments" within your GMB profile. Now more than ever, it is essential for agents to ramp up online visibility. GMB is one of the best free online services that can help you promote your business and website. GMB also displays buttons that link to your website, directions (to your office), and a Call button to connect the person searching directly to you by phone. GMB also prominently features your reviews on Google and offers an "Ask a question" button – another call-to-action feature that can help you connect with potential buyers and sellers. It's easy to create a Google My Business profile. You will need a Google account, but if you have a Gmail email address or a YouTube account, you already have the access you need. Go to google.com/business to get started. Do make sure you add photos, as they are essential to raising your GMB profile. The Search Engine Journal reports, "Businesses with photos on their listings receive 42% more requests for driving directions on Google Maps and 35% more click-throughs to their websites than businesses without photos." Keep in mind that Google search is the king of internet traffic. As the world's largest search engine, over 3.5 billion searches occur on Google every day. If you want to tap into this massive traffic, you need to leverage your Google My Business Profile. If you have any challenges with your Google My Business profile, reach out to Tech Helpline and an analyst can assist you. To view the original article, visit the Tech Helpline blog.
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Listings, Listings, Listings: A real estate agent's guide to capturing and marketing listings like a pro
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5 Lead Magnets for Your Facebook
Helpful, informative content is the bedrock of any real estate agent's digital marketing strategy. In a nutshell, "content" is anything you publish in the hopes of helping current and future clients make informed decisions about real estate. Good content showcases your expertise and previews the value you offer. Content is vital to building a relationship, especially with leads who have not met you in person. Once a lead is on your radar, it might be months before that person takes the next step. Content keeps you in touch. Blog posts, e-books, and videos are the most common types of real estate content. While you normally publish most content directly on your website, you can always use social media to amplify it further. Content doesn't just entice visitors to your website, however. It also helps convert leads into customers. As leads do more research, they look for deeper, more specific content. By aligning your content marketing with their needs at different times, you position yourself as a trusted advisor. Real estate content is indispensable to three critical conversions: The conversion between new website visitor and social media follower The conversion between social media follower and email list subscriber The conversion between email list subscriber and active buyer or seller Sure, someone can go directly from social media follower to customer. It's even possible for a prospect to visit your website, fall in love with one of your listings, and schedule an appointment right away. In many cases, though, people follow this predictable path from prospect to lead to customer. You must have the right content available to move them forward. Engaging with social media followers is crucial because they may be actively comparing real estate firms. The jump from social media follower to email subscriber is big: Email is much more direct and intimate. Consider this: In recent years, social media platforms have created algorithm-driven "bubbles" that show users only content they are most likely to respond to. In almost all cases, this results in diminished reach for brands. On the other hand, email subscribers see your messages every time. Well-designed real estate lead magnets create the bridge you need. Lead Magnets Set the Stage for a Lasting and Lucrative Relationship A lead magnet is a piece of real estate content specially designed to move the relationship forward. It does this by meeting your social media followers precisely where they are and giving them highly valuable information and insights they can't find anywhere else. What distinguishes a great lead magnet is this: It is something they can use right away. Master this formula, and you'll turn your social media feed into a lead engine. Followers get lead magnets for free, but they must join your email subscriber list to receive one. This uplevels your relationship. Let's look at the most effective real estate lead magnets on Facebook: Buyer's or Seller's Guide Buyers respond especially well to step-by-step guides that let them know what to expect and where to look when exploring a new community. Buyers and sellers alike benefit from advice to help them prepare for their transaction and smooth the path to success. A free home evaluation is highly attractive to sellers. Local Market Report Your local expertise is your biggest differentiator. Market reports are popular for would-be buyers, who often seek them out a few weeks before they start actively looking at homes. You can motivate buyers to take action sooner by putting market performance in context. How-To A how-to guide is a natural next step once you have enough data from your website to know what answers your prospects are searching for. First-time buyers frequently ask about the financing process, for example, while sellers often express curiosity about timing a sale, increasing curb appeal, or staging a home. Local Favorites What is it about your area that makes it truly special? What are the top attractions, restaurants, and things you simply can't see anywhere else? It may seem like this content is overly broad, but it can help buyers kindle a clear vision of the kind of lifestyle they want. That motivation is what gets them to dive in. Exclusive Property Lists When buyers find themselves adrift in a sea of listings, they might find it difficult to navigate. That's true even if, individually, the properties are very impressive. Curate your own exclusive property lists to meet the needs of certain kinds of buyers, and you make it easier for them to discover the home of their dreams. Social media lead magnets work best as part of a comprehensive digital marketing strategy. Marketing automation makes the whole process faster and easier for you. Get a FREE 30-day trial of DeltaNET 6 and try it for yourself. To view the original article, visit the Delta Media Group blog.
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Social Media Marketing 101 Guide (Free Download)
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You've Got Mail: Inside the Dos and Don'ts of Email Marketing
With the ability to talk to thousands of past and current clients for a few dollars a month, email scales with your practice better than any other digital marketing technique. Sophisticated email drip campaigns that use data directly from your Customer Relationship Management suite can run 24 hours a day with little intervention. Still, email has a learning curve to conquer before you'll be able to make the most of it! There are two significant challenges when it comes to a flourishing subscriber list: Getting leads to consent to join your list Providing useful and informative content Excited to get started? Don't forget: Before anyone gets to see your carefully crafted messages, they have to opt-in. Federal laws prohibit sending unsolicited commercial email, and many U.S. businesses strive to comply with the standard set by the EU's General Data Protection Regulation, which is even more strict. Luckily, there are plenty of ways for real estate pros to give leads a chance to opt-in. For example, you could send an automatic invitation to prospective buyers who register for an open house. Many will join if you offer something valuable, such as inside information on the local market. The bigger challenge is keeping people on your list until they become confirmed customers. From the time someone joins your list, it may take weeks or even months before they decide to take the next step. The truth is, you have limited influence in getting them to take action. But as challenging as it may be, your email list has the power to keep you top-of-mind and help future clients overcome any doubts that may hold them back. While someone is on your leads list, your goal is to cultivate their trust with useful, relevant content. At the same time, you must avoid the missteps that cause people to unsubscribe. Once someone unsubscribes from marketing emails, you cannot re-invite them and are unlikely to get them back! Keep in mind, though, an effective email list is a game of averages. You don't have to appeal to every subscriber every time. Your focus should be on maintaining a precise list, while your content also remains valuable enough for new subscribers to outpace occasional losses. As long as you're moving in the right direction, you're crafting a powerful asset! An email list with hundreds or thousands of followers is a competitive advantage few can match. It allows you to draw attention to new listings or vital market trends at any time. And email subscribers are even more likely than social media followers to read your message and click through to your website. THE BIG QUESTION IS THIS: What are the "DOS AND DON'TS" of email marketing that will keep you growing? Based on years of work with thousands of real estate experts, here are our answers:  DO Share Valuable, Informative Content Aligned with Your Brand Every piece of content is written for someone, so be sure you know who your best customers are and what matters to them. Content that's useful to a Millennial buying a first home might be meaningless to an empty nester downsizing for retirement. All content should showcase your knowledge and essential "brand promise."  DO Segment Client Types and Send Different Content to Each One Segmenting your list is the easiest way to be sure the Millennial and the Boomer both get the content they want. A segment is like a mini-list where subscribers are further divided based on their interests and is a great way to appeal to a broad range of customers.  DO Personalize Your Messages as Much as You Realistically Can First-name personalization – "Hi, Joe!" – is used everywhere because it's personable and effective. But in today's marketing world, it's only the beginning. Personalization can draw on data in ways that make content more convenient—for example, highlighting listings that are in a buyer's target area and price range.  DO Leverage Your CRM to Get More Data for Personalization A Customer Relationship Management system provides total visibility into who your leads and customers are, how you met, and where they stand in their home-buying process. A CRM centralizes all the information that leads volunteer, so utilize it to look for meaningful ways to both request and use data as the situation warrants.  DO Automate the Process with Relevant Drip Email Campaigns A drip campaign is an ongoing series of targeted emails made to inform subscribers, foster rapport, and move them toward the next step in their journey. Drip campaigns can be automated using your CRM's storehouse of data, providing a completely personalized experience based on user behavior and buyer persona.  DO Track Your Results and Continuously Improve Your Work Each email you send yields an enormous amount of data in real-time. You will know how well your subject line worked by the number of people who clicked your message and whether the hook resonated by how many visited your site. Use data like this to send more of the messages your subscribers really respond to.  DON'T Talk All About Yourself in Every Email You Send Out Email can equip you with many "soft" ways to remind people who you are, what you know, and what you can do for them. Every email should offer opportunities to move forward, but a hard sell betrays a lack of confidence. Use your emails to demonstrate your insights. Let your leads do the rest for you.  DON'T Scare People Off with Your Email Autoresponder Every once in a while, people actually will respond to your emails. It doesn't mean they think every message is written especially for them – most realize this isn't the case – but they do expect a personal response. This is a terrific opportunity to start a conversation, so don't set up an automatic response that might turn readers away.  DON'T Get Stuck in the Spam Filter (Especially with Attachments) These days, most people are aware of the risks posed by hackers and phishing scams. Networks are cracking down on dangerous or suspicious behavior, and that includes the big email and internet service providers used by your subscribers. Never use file attachments, as they are likely to get your message marked as spam. Also, avoid words like "free," "millions," and "deal" in subject lines.  DON'T Forget to Use a Mobile-Friendly Email Marketing Template The total amount of internet traffic that originates from smartphones is trending toward 51%, with only a slight bump downwards due to a very unusual 2020. The majority of your emails will probably be read on the phone, so be sure you select an email template that looks great on phones, tablets, and laptops as well as desktops. Done right, email marketing is the ultimate complement to your real estate website. While your website helps you attract potential customers, it's your email list that plays the biggest role in converting them into first-time callers eager to discuss your services. Put these two resources together, and you get a powerhouse: The ability to generate and convert leads any time of the day or night while you stay focused on what you do best. Many of your peers have already discovered email marketing—make 2021 the year you benefit, too! Try out email automated email marketing campaigns with a FREE 30-day trial of DeltaNet 6 for RE Technology readers. To view the original article, visit the Delta Media Group blog.
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Questions About Google's Local Services Ads? We Have Answers
Recently, Homesnap announced the addition of Google's Local Services Ads to Homesnap Concierge. In this post, we'd like to answer some of the most common questions we've received from our member agents. What are Google's Local Services Ads? A brand-new advertising product from Google, Local Services Ads are prioritized at the top of the Google search page, above traditional paid search advertisements, and enable prospects to live call an agent directly from the ad unit. These ads can also feature an agent's photo, Google reviews, hours of operation, and a "Google Screened" badge.
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Friday Freebie: Empty Nester Flyer
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The Golden Rule for Your Real Estate Social Media Strategy
In 2021, your digital presence is more important than ever. Consumers begin (and often end) their search process online and if they're going to choose to work with you as their real estate agent, your social media, website, and business pages need to be executed flawlessly. You have to build trust, respect, brand recognition, and rapport with your leads. So, as you're building your brand following on your website, social media, and business pages, remember the following – content is king, but consistency is key. When you're building and executing your social strategy, remember to be consistent in these three specific ways:
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Building Your Brand in 2021
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Prepare Your Business for a Post-Covid Market with These Tips
The real estate market is different during COVID-19 compared to what we have seen in the past. Homes are selling faster and for higher prices than ever before. With everything going on in the market, are you prepared to tackle the real estate market post COVID-19? Recently, Rob Levy, a top Realtor out of Portland, Ore. and practicing agent of 32 years, joined us for a Secrets of Top Selling Agents webinar, where he shared some of his best tips and practices to manage your real estate business post COVID-19.
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Friday Freebie: Absentee Owner Prospect List
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Friday Freebie: 2021 Real Estate Marketing Planner
Your sphere of influence is the greatest asset you have for keeping your real estate sales pipeline full -- but you need to know how to work that sphere. All too often, coming up with an outreach plan is more difficult than executing said plan. That's why in this week's Friday Freebie, we're highlighting a free, year-long marketing plan that takes all of the heavy lifting off your shoulders and lets you jump right into working your sphere and winning new business. FREE Download: 2021 Real Estate Marketing Planner™, courtesy of ProspectsPLUS! You've got goals—now all you need is a way to achieve those goals. ProspectsPLUS! is offering RE Technology readers their FREE 12-month Real Estate Marketing Planner™ full of worksheets, calendars, campaign ideas and more. It's more than a bunch of boring bullet points—it's full of actionable items that can help turn your sales dreams into reality. Here's a look at what's inside this free download: A calendar highlighting which actions to take throughout the year An action item list with weekly, results-focused tasks Upcoming holidays for scheduling your marketing A list of potential contacts and how to connect with them The complete BusinessBASE™ System of SEND/CALL/SEE You know the old saying: "A goal without a plan is just a wish." So get ready to plan your way to success in 2021! Download your FREE copy of the 2021 Real Estate MARKETING PLANNER™ now!
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Friday Freebie: Get $25 in Marketing Materials from ProspectsPLUS!
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Real Estate Content Marketing: 5 Easy Tips to Follow
When you're investing in content, you're focusing on providing value to your potential clients. This makes content marketing one of the most effective ways to generate seller and buyer leads. Wondering how to make real estate content marketing right? Check out the five tips below. They will focus on the most effective content types to give you a headstart.
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6 Key Steps to Jumpstart 2021
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Guide to YouTube Ads for Real Estate Agents
Despite YouTube being one of the most successful and popular social media platforms, for real estate agents, it's still a relatively untapped territory. Of course, many real estate agents have a YouTube presence but it's still not enough, just toes dipped in the water. What real estate agents don't realize is that YouTube is a huge marketing platform that gives you the opportunity to reach every kind of audience you need: whether you're a real estate agent targeting millennial homebuyers, or your clients are people over 50, YouTube can help you target them.
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Your 2021 Real Estate Marketing Plan
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Direct Message Marketing on Social Media Is Wrong
If you are like me, you get direct messages on LinkedIn every day with offers to help you grow your business. Some of them are from people or companies that you know, and others are spam from people or companies that you do not know. The come in like this:
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9 Tips to Market Your Real Estate Listing for Telework
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6 Ways to Get More Seller Leads
If you've been in the business for a while, you're probably well aware that there are some key benefits to working with real estate seller leads. Key benefits of working with real estate seller leads: You have more control over your time You can take on more clients at a time You have the opportunity to represent both sides of the deal Bidding wars in a low inventory market can mean higher commissions
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Friday Freebie: Exceed Your 2021 Goals with this CRM and All-in-One Marketing Platform
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Put the Power of Text Message Marketing to Work for You
As you read this story, four out of five Americans own a smartphone. Include in that number those folks who use phones that aren't app-friendly, and you get 96%. It's a sure bet nearly everyone who needs your real estate services also uses a mobile phone daily. And although not all phones can play Angry Birds, virtually all are designed to receive text messages. Formally called SMS text––the acronym stands for Short Message Service—text messaging has exploded in popularity over the last decade. And texting isn't just for teens any longer. During 2017, experts estimated that about 26 billion text messages were sent each day in the United States. That adds up to over 780 billion texts monthly and more than 9.3 trillion every year. People of all ages use text messages. Because they will often text with friends and loved ones instead of calling, texters are likely to check their messages within minutes of a new notification. Sure, there are some caveats. Most people aren't checking texts in the middle of a meeting at work––we hope. All in all, though, mobile research firm MobileSquared says 90% of people read a new text within three minutes of getting it. Three minutes! Not surprisingly, this means text messages rock for real estate professionals. In a report published by the National Association of REALTORS®, 94% of REALTORS® said the method they preferred to communicate with clients was text messaging. In 2020, there are huge horizons for growth. And there are plenty of good reasons why you should take advantage of text messaging for your real estate business. Stop Calling, Start Texting If someone reaches out to you on your website, calling them right away makes good business sense. Calling a prospect back within five minutes is estimated to increase your chances of a successful contact by a factor of 100. After all, they are expecting it. And the faster you are, the more impressive it is! But what about all those times when a prospect or lead isn't interested in a call? An unwanted phone call is about as interruptive as it gets. It's exactly what people think of when they think of pushy, unwanted sales behavior. On the other hand, people willingly look to text messaging when they want to communicate––but don't want to stop their whole day to do it. With that in mind, text messaging is a phenomenal way to stay in touch. From the sales associate's perspective, texting makes plenty of sense. Texting is extremely cost-effective. Compared to virtually any other marketing technique you can name, you'll pay fractions of pennies for your text messages. You can customize texts and even automate the process based on each prospect's interests and past behavior. That means texting gives you a superpower all associates should have: Personalization. From email to social media and everything else in between, effective digital marketing thrives on personalization. Every communication should be relevant, friendly, and helpful. Text messaging makes it easy: Your messages arrive when your prospect is most likely to see them and contain only information useful to that person––without having to do it all by hand. But there is one caveat before you begin. Understanding the Ins and Outs of Opting Out Are you using your real estate website to turn prospects into leads? You should be! The odds are good you're already collecting some information about your prospects as they use your site. You may even already have an email subscriber list. Just as you can't send emails to people without their consent, you also need to be sure they affirmatively opt into texts. Rules about this are much more strict in Europe, but the U.S. is catching up. America's most comprehensive data privacy rules recently went live in California, and other states are following. So, whenever you collect phone numbers, be sure you set expectations upfront. Forms should never come with an "accept text messages" box pre-ticked, and your text should let subscribers know how often they can expect to hear from you before they commit. Likewise, anyone on your list should be able to withdraw consent at any time by texting back. Sending unwanted texts after an unsubscribe request could expose you to fines. Luckily, many of these issues are automated for you with the right software. How to Use Text Messages to Convert More Leads Texting has a tremendous amount of potential. But how do you tap into it? Luckily, there are a few powerful formulas for effective real estate text messages: Text Important Property Listings and Updates - In 2017, the National Association of REALTORS® found that 62% of all buyers prefer having property info sent to them via text message. You can start this process even before you speak to a prospect, based on the listings they've spent the most time on while browsing your website. Once the relationship develops, a text is a great way to send leads info about a weekly spotlight property. Start New Conversations With a Question - It's important to talk with prospects, not at them. Text messages should provide an opening for conversation––and a question is very difficult to ignore. Keep it short, simple, and personalized: "What's the #1 thing you're looking for in a home, Bob?" will get Bob thinking about his ideal next home and give you details to start narrowing down his interests. Follow Up From Live Events Like Open Houses - Open house attendees are active leads, but they can still take months to make a decision. Follow up with your event attendees by text – right away and again if you don't hear from them in three to five days. The property they saw might not have inspired them, but the text can keep the fires burning. If they're still interested, roll out those property listings! Rekindle Cold Leads with Follow-Up Texts - Since it only takes a few seconds to read and respond to a text, most people don't mind getting them even if they've fallen off the radar. Again, a question works well: "Hi, Joan. Are you still interested in a home here in Walnut Creek?" In most cases, the worst thing that can happen is nothing at all. But now and then, you could open the way to another great sale. A Quick Text Can Move Mountains In a service-oriented field like real estate, the key to marketing is to be where the customers are. It only takes a quick look around at a store or restaurant to see most of them are on their phones! Phones are now an intimate part of our lives, shaping our daily experiences. And even the most important professional relationships, like yours with your clients, can start and develop there. Sure, you won't do all your marketing by text message. But it is a powerful way to expand your presence and augment the other marketing you do on your website and in person. In real estate marketing, the right emoji at the right time can be worth a thousand words! 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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How to Create a Custom Short URL for Your Real Estate Website and Brand
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6 Reasons Your Digital Ads Aren't Generating Real Estate Leads
Digital marketing ads are powerful tools for real estate lead generation. They offer crucial benefits for real estate agents that want to scale their business or streamline lead generation by offering the ability to hyper-target consumers, reach a larger audience, and track performance. But what good is a powerful tool if you don't know how to use it properly? If you're experiencing challenges with your digital marketing ads, you've come to the right place. In this article, we'll review the top six reasons your digital marketing ads aren't generating real estate leads and offer tips for solving them.
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11 Holiday Marketing Ideas for Real Estate Agents
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The Top 10 Ways to Drive New Traffic to Your Real Estate Website
As a real estate agent, one of your primary goals and constant challenge is driving consumers to your website. Your real estate website is like your online store, so it's vital to your success to explore strategies that increase traffic to your website. Real estate is a numbers game. More traffic to your website means more opportunities to convert a consumer into a lead. The more leads, the more opportunity for clients, and the more clients means more income and more referrals. When you brainstorm ways to drive more traffic to your website, think of ways your target audience consumes information and how you can intercept their attention. In this article, you'll discover 10 marketing tactics used to drive new website visitor traffic to your website.
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The 4 Cs of Real Estate Marketing
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Use Storytelling to Build Your Real Estate Brand Online
When you tell a story, every detail matters. The more vibrant the portrait you paint, the more likely the story's receiver becomes invested in its outcome. This fact is true when you're telling a traditional story, and it's equally important in real estate storytelling. The story you tell through your blog, your real estate website, or social media channels is your best opportunity to help shoppers fall in love with your local markets and your business.
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Holiday Marketing Ideas to End Your Year Strong
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Real Estate Video Marketing Made Easy
You may have heard you should be using videos in your online content because videos help convert leads. That sounds great, but how does the average agent get started without spending a bunch of money? The good news is you don't need to be a professional videographer or have fancy equipment to reap the benefits of video content that will help your business.
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5 Tips to Creating Calls-to-Action that Work!
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Standout Marketing for October: HalloGreen
Holiday time is approaching. Don't scream about losing out on the fun of one of the most widely celebrated holidays of the year. Now is the time to turn Halloween into HalloGreen. HalloGreen is an opportunity for you, as the local real estate agent, to come up with fun and creative ways to celebrate with your community the value of an eco-friendly lifestyle while promoting your business. In fact, utilizing just one or more of these ideas can help generate smiles in your market that will have you remembered and appreciated!
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Which Marketing Channel Is Right for Your Goals?
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Are You Marketing New Construction Homes Correctly?
Introduce Buyers to Builders and Their Communities on Your Website Many buyers opt for new construction homes over existing homes, especially in markets where a lack of housing inventory exists. No matter why a buyer is opting to build a house, marketing new construction homes is often a challenge for real estate businesses. The new construction market is strong, but you may still have to adopt new tactics to market newly built homes to your audience. Get started with these steps to market new construction homes to your clients.
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5 Branding Secrets Every Real Estate Pro Should Know
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Elevate's 'Monday Morning Mentor' offers marketing tips in small doses
There are a lot of moving parts and pieces to developing and executing a successful marketing strategy, and many real estate agents can easily get overwhelmed by a constantly revolving door of what you should—and shouldn't—be doing. Luckily, there's a great series from the marketing minds at Elevate designed to help you kick off your week with an easily consumable dose of marketing insight, led by one of Elevate's top trainers, Miles Greer. Streaming across Elevate's social channels, Monday Morning Mentor allows agents to dial in on Monday mornings for a 10-minute "brain dump" from Miles on a variety of topics like website SEO, email marketing, creating boosted posts on Facebook, virtual open houses, and much more. Not only does Miles speak in simple, laymen's terms (a.k.a., NO technical mumbo-jumbo), he also breaks things down into easily actionable steps to help you accomplish the goal of the week. With over 20,000 viewers a week on Facebook alone, it's clear that the Elevate Marketing Team is delivering much needed content to their real estate audience. Check out a few episodes: "Boosting Your Facebook Posts" "#Hashtags for Marketing" "What separates YOU from all of the other agents in your market?" Want more Monday Morning Mentor? Just pick your favorite social channel: YouTube Facebook Instagram Twitter LinkedIn TryElevate.com.blog To learn more about Elevate's Marketing Services and CRM: Request a demo Visit TryElevate.com
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Effective Real Estate Marketing in the COVID Era
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SEO for Real Estate 101: Link Building
People who don't know your website's URL will often search for your name, real estate agents, or homes for sale in your area in order to find the information they seek. If you want to show up in the search results for these people, you have to optimize your website for search engines. This is also known as search engine optimization, or SEO. A big part of a successful SEO strategy is link building.
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4 Essentials of Branding For Real Estate Agents
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A Step-by-Step Guide to Branding Your Business
Building a brand as an agent or broker is your footprint in the market to your consumer. Think about your company and what makes it unique. Is it your level of customer service? Your family roots? Flex into these unique aspects to make your brand feel fresh and new. Branding is an aspect of your business that should be moving with the pace of your business to allow your voice to be heard in more ways than just text. Stuck at home quarantining? Here are our tips to help you continue to build your branding strategy (and here's the best part—you don't have to be at the office to do it!).
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Social Media Marketing 101 Guide [FREE Download]
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What Is Reputation Management and Why Does It Matter?
Your reputation is one of your most valuable assets as a real estate professional. Every satisfied client presents an opportunity to advertise yourself to potential future clients. Still, even the most satisfied clients may need a little nudge to offer a testimonial or online review. Once a client shares their feedback, it's up to you to make sure that new prospects can easily find that information. That's why sales associates and real estate firms need to take an active role in reputation management, both in acquiring feedback and sharing it for the world to see.
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Close More Deals with These Email Marketing Tips
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Waze Is the Hottest Trend in Real Estate Marketing. Here's Why
According to the latest Homesnap data, Waze advertisements have experienced a 173% surge in usage among agents when compared to this time last June. The year-over-year jump is the largest we've seen from any digital real estate marketing channel--including stalwarts like Facebook, Instagram, and Google. So, we asked ourselves: What's driving this trend?
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How to Use RPR and Canva to Make Shareable Market Charts for Social Media
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12 Tips for Marketing to Buyer's Agents
When an agent receives a listing, they use different marketing strategies to let the public know there is a property for sale. But before informing the public about a new listing, talk to your colleagues first! There are lots of buyer's agents who will be happy to hear there is a potential home for their clients available. Here are some tips to help you better market your listing to buyer's agents:
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When Should You Use Instagram for Your Real Estate Marketing?
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How to Use Virtual Selling on Social Media to Get Clients to Chase You (Instead of You Chasing Them)
We had a great chat with Ryan Hartman, VP of Marketplace at Engagement at Inside Real Estate during a recent Coffee Chat. He showed us all the best ways to create "surround sound" marketing so that your prospects and clients see your ads everywhere they go via a concept called retargeting. Take 30 minutes and hear from one of the most experienced social media marketing experts about the right way to succeed with virtual selling. Here are three key takeaways from Ryan's Coffee Chat: 1. Most agents only follow up with their hottest, "most ready to move" opportunities, and forget about the other 90% or so. When these people are ready to buy or sell, they end up working with another agent (usually a top producer who is taking a longer term view of things). If you're going to succeed with virtual selling, you need to nurture relationships with your local sphere regularly—and long before and after they want to buy or sell a home. 2. It's 2020, not 2012. If you're registering people on your website and then signing them for a generic email marketing campaign with recipes and non-specific articles, you are not going to be able to breakt hrough. Instead, you have to think about more effective and unique ways to differentiate yourself. Using a "multi-channel" approach to build top-of-mind status is where it's at today. They have to see you everywhere so they believe you are THE most well-connected local agent they can work with. 3. Animated, property-specific ads on Facebook and Instagram, complete with a way for the reader to ask for more information about the property, is the way to go right now. Click on the image below to see a highly effective animated social media ad. 4. An effective "multi-channel" online marketing effort includes many of the following components: Facebook / Instagram "Lead" Ads Google PPC Ads YouTube, Facebook and Instagram Video Retargeting Branded Google Display Retargeting Voicemail Drops Personalized Video Follow-Up (BombBomb) Automated Search Alerts Watch the Coffee Chat recording below: If you would like to learn more about being a smart broker and enabling success for your agents' team, check out the following FREE resources: Virtual Training Summit (lots of FREE training) Inside Real Estate Success Strategies Facebook Group If you want to be a great virtual seller, but would like to outsource the effort to a company proven to nurture success for its customers, click here to schedule a demo. Don't Miss These Upcoming Coffee Chats! Friday, May 22 Learn How to Capitalize on the Pent-Up Demand with Jack Markham of Zurple Tuesday, May 26 Things You Should Be Doing in Your CRM During Quarantine with Brandon Wise of Wise Agent Wednesday, May 27 Get More Done by Leveraging Virtual Assistants with Bryan Bowles of Transactly If you would like us to sign you up for all upcoming coffee chats, email [email protected] and he will get you signed up. If you would like to get notifications every time a Coffee Chat recording is published, subscribe to our YouTube channel, RETechnologyInc. Then hit the bell next to the Subscribe button and receive notifications every time we publish new educational videos. Get Recordings of All Coffee Chats If you would like to binge watch all of the Coffee Chat recordings, click here. If you would like a FREE 3-month trial of RE Technology, go to retechnology.com, click Create Account and then use one of these coupon codes: COVID-19A COVID-19B COVID-19M
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Now Is the Time to Solidify Your Online Presence and Reputation
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How to Conquer Instagram for Virtual Selling for Real Estate
While many of us are aware that Instagram is a rapidly growing social media platform, many real estate professionals have not figured out the best ways to make an investment in Instagram be a profitable venture. Michael Tomasetti and Michael Glazer from Back At You Media delivered a fascinating Coffee Chat, breaking down the mysteries of Instagram into plain English. They showed us how Instagram can help build your brand AND become a way to capture leads, especially among younger homebuyers. Here are their three suggestions for winning on Instagram: 1. Set up an Instagram BUSINESS account If you have a personal Instagram account and would like to get more serious about using Instagram as a lead gen source, convert your account to a business account. Here's a guide from Instagram on how to set up a business account. With a business account, you will receive analytics and better ways to target your local audience. 2. Use video Videos receive 38% more engagement than image posts and 2.1x the amount of comments on Instagram. There are ways for you to post a one-minute video, and using IGTV, you can post a FULL 3D virtual tour as well. 3. Use hashtags Instagram posts with at least one hashtag got 70% more likes and 392% more comments than those without hashtags (source: Augorapulse). Although you can post up to 30 hashtags per Instagram post, data shows that seven hashtags generate the most engagement, while more than nine are perceived as spam. The best types of hashtags are localized, but not TOO specific. Here's a good example: #RealEstateMilwaukee. 4. What content should I post on Instagram? Teasers to new listings and posts Behind-the-scenes! Q&A Prompts Invitations to virtual tours Design and home maintenance tips Watch the entire recording below to get a 101 course on the best ways to use Instagram: More Resources If you would like to learn more about how Back At You can help you win on Instagram and other social media channels, click here. Don't Miss These Upcoming Coffee Chats! Thursday, May 21 Earn a Client for Life by Taking Credit for the Listing Exposure and Leads You Are Generating with Trent Gardner of ListTrac Friday, May 22 Learn How to Capitalize on the Pent-Up Demand with Jack Markham of Zurple If you would like us to sign you up for all upcoming coffee chats, email [email protected] and he will get you signed up. If you would like to get notifications every time a Coffee Chat recording is published, subscribe to our YouTube channel, RETechnologyInc. Then hit the bell next to the Subscribe button and receive notifications every time we publish new educational videos. Get Recordings of All Coffee Chats If you would like to binge watch all of the Coffee Chat recordings, click here. If you would like a FREE 3-month trial of RE Technology, go to retechnology.com, click Create Account and then use one of these coupon codes: COVID-19A COVID-19B COVID-19M
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Jump into Digital Marketing Right Now to Fill that Buyer Funnel
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Tapping into the Ultimate Marketing Tool: Your MLS System
Every agent and broker knows that to maximize profitability, you have to use every tool and technology you pay for to its fullest. The MLS system, while available to every active agent in America today, is a just example of one of those tools. The MLS system is chock-full of ways to engage more deeply with your sphere and to generate interest on your listings with agents in your own brokerage, local market and even interested consumers! That's exactly what we talked about in a recent Coffee Chat with special guest Brian Tepfer of Rapattoni. If you haven't done any training on your local MLS system lately, it's time you logged into your MLS and registered for some online training. Some MLSs even provide CE credit for technology training courses these days! Here are three key takeaways from our Coffee Chat: 1. Don't forget to talk about the MLS in your listing presentations! Your local MLS is THE best place to expose new listings to ALL of the most experienced and well-educated agents in your local market that are connected to THE most active buyers! Every MLS system has ways to promote your listings to trusted real estate professionals. They will help you attract qualified buyers. Go to your local MLS and look for training on the best ways to expose your listings to fellow real estate pros. 2. The MLS is a great place to ENGAGE with your prospects and past clients. All MLS systems have a way for you to share listings that match your clients' interests and criteria. You can engage them regularly with two-way conversations without ever leaving the MLS. Again, contact your local MLS for training on these important features. 3. The MLS is a TREASURE of insights you can share! Some agents struggle with coming up with topics to use for conversation starters for phone calls, emails and texts. Every MLS has ways for you to pull out market performance for a neighborhood, zip code and even a custom-drawn region where you do business. Reports can be pulled to share pricing trends, new listing trends, transaction trends and a whole bunch more. Training can help you unleash the marketing power of all of the property insights inside the MLS system. Watch the recording here: Don't Miss These Upcoming Coffee Chats! Tuesday, May 12 Look No Further than Your Local MLS to Generate a Ton of Business FREE! with Amy Gorce, Principal Business Development of CoreLogic Wednesday, May 13 Learn How to Become a Social Media Expert Without Doing All the Work! with Michael Glazer and Michael Tomasetti of BackatYou Media Thursday, May 14 A Multi-Channel Marketing Approach That Gets Prospects Chasing You (Instead of You Chasing Them) with Ryan Hartman, VP Advertising at Inside Real Estate If you would like us to sign you up for all upcoming coffee chats, email [email protected] and he will get you signed up. If you would like to get notifications every time a Coffee Chat recording is published, subscribe to our YouTube channel, RETechnologyInc. Then hit the bell next to the Subscribe button and receive notifications every time we publish new educational videos. Get Recordings of All Coffee Chats If you would like to binge watch all of the Coffee Chat recordings, click here. If you would like a FREE 3-month trial of RE Technology, go to retechnology.com, click Create Account and then use one of these coupon codes: COVID-19A COVID-19B COVID-19M
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Create Intentional Marketing that Shows Your Love and Support of Your Clients
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Leigh Brown's Tips to Rebranding Yourself During Challenging Times
With all of the uncertainty in the real estate industry due to the COVID-19 outbreak, Leigh Brown came to the Secrets of Top Selling Agents Facebook group to discuss some ways to rebrand yourself as a real estate agent during this time. There are many agents who are having difficulties figuring out what information they should be sharing with their clients or how to move their business forward while being sensitive to the current situation. During this time, agents have to have open and honest communication with their clients.
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What's the ONE Digital Marketing Strategy You Should Try in These Uncertain Times?
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Analysis: Agents Should Double Down on Facebook and Instagram Ads as Advertising Costs Drop
As agents feel the effects of the novel coronavirus on their business, they'll instinctually want to cut spending on digital advertising--but our latest analysis implores worried agents to do the opposite. In our latest whitepaper, Agents Need Online Advertising Now More Than Ever and They Should Double Down on Facebook and Instagram, we analyzed recent advertising data on four online advertising platforms: Facebook, Instagram, Google and Waze. It makes sense that online advertising would become more lucrative as consumers are spending more time at home to mitigate the spread of the coronavirus – but what digital advertising networks can move the needle for real estate agents who need quick strategies for keeping their business running? Our biggest takeaways:
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Real Estate Marketing Health Check (Episode 1)
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5 Ways to Strengthen Your Digital Strategy... from Home
In turbulent times, there are still many things that you can control that will better equip you for the future. Having been in business through the 2008 crisis, we've learned a lot, and we are thankful to know that some of the lessons we learned then are still relevant at this moment in time. One of the best lessons learned is that a slowdown is no time to slow down. Focus on and execute your plan and, even from your couch, you'll be making strides. Here are some items you might consider refining in the coming weeks, in a world with social distancing and information overload:
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How to Improve Your Reputation on Google
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Real Estate Marketing Best Practices in a COVID-19 Society
As human beings, we crave connection and collaboration. And as a real estate professional, it is critical to interact with a large quantity of people consistently. But the health and safety precautions being enacted by millions of our citizens creates a void for personal interaction and community. In the meantime, Netflix is reporting record streams. Facebook is reporting record engagement times and logins. The bottom line is that people are self-isolating and relying on social media to stay entertained, connected, and informed. This reality creates an incredible opportunity for us to become the centerpiece, facilitator, moderator, and conduit and for our communities to stay engaged and up-to-date with the latest, most relevant lifestyle information. Here are a few ideas to help you leverage the opportunities created by this potential health crisis: 1. Assess your social media channels, connections and automation capabilities. Are they up to par for you to communicate with your online community? Facebook, Instagram, Twitter, LinkedIn, YouTube 2. Assess your blog posting capabilities and syndication across social channels. Make sure your online community knows that you are providing lots of great, helpful content on all of your communication channels. 3. Content strategy: Be the source of relevant and timely local, lifestyle information (not necessarily real estate related). Pre-market open houses and do them as Facebook Live events. Market to your connections via social media announcing an upcoming open house. Customers are unlikely to attend, but you can go to your open house and use your phone or tablet to do Facebook or Instagram Live and walk through the home and talk about the benefits of purchasing the home, not JUST the home's features. Offer to drop off supplies for the elderly or residents that are restricted from getting around. You can deliver much needed supplies at the front door without physically interacting with people that want to stay isolated but need help. Write a small note and/or leave your card for people. Connect to the CDC website, Covid-19 virus government site, local government and schools, etc. and provide helpful links and resources across your social channels. Connect with your lender partner and provide refinance opportunity information. Many people are at home with lots of free time and they may be interested in doing the due diligence associated with refinancing and taking advantage of record low interest rates. Ask questions, lots of questions, so your social spheres can respond with opinions and answers. Ask about restaurants providing free deliveries and any/all businesses offering free deliveries. Ask about business closings. Ask for people to respond if they are available for independent contract work from home to supplement their income and become a solution center for businesses that may need extra help or that are willing to provide people with additional work opportunities. Connect with local businesses (restaurants, shops, etc) and offer to promote coupons or discounts through your marketing channels for people interested or willing to venture out. Offer to run errands for people that need help. Research and offer DIY recipes for hand-sanitizer, cleaning supplies, and different ways to improvise with common household items. Need help with your social media and other online communication channels? Connect with an Elevate Success Coach to learn how we can help: tryelevate.com/get-started, 844-792-0260.
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Friday Freebie: 2020 Real Estate Marketing Planner
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3 Things Every Agent Needs in Their 2020 Marketing Arsenal
It's amazing how many companies are vying for the real estate agent's dollar. From trying to sell you leads to showing off the latest shiny object guaranteed to boost your marketing power, it seems like everyone wants to stick their fingers into your pocketbook. What good do these wonder tools do, though, if you lack the systems to put them to work? What is the benefit of marketing to attract new clients if the chances are really good that they'll fall through a crack in your system? If you don't have the basics of your arsenal in place, it's time to concentrate on doing so. 1. A cleaned-up, organized CRM New agents often ask what tools they'll need when they first hit the ground in the real estate world. Aside from a smart phone and a mentor, a robust customer relationship management system (CRM) is a must. Established agents understand the value of a CRM but many allow theirs to become cluttered, disorganized and, very often, ineffective. "Garbage in, garbage out" is what they end up with. Take the time to thoroughly clean up your CRM. This includes: Categorizing the entries in a way that makes sense to you. This may be something as simple as categorizing each entry by their location within the sales funnel (lead, prospect or client) and whether the lead or prospect is cold, warm or hot. Sellers and buyers should be segmented as well. Checking for duplicate entries and then merging or deleting them. Removing contacts that are impossible to contact. These are the ones who submitted a phony email address or phone number, have been in your database for some time and there is no hope of ever contacting them. Ensuring that every contact is on an appropriate touch campaign. 2. A powerful, lead-generating website While the NAR doesn't tell us how many of their members own a website, they do let on that 51 percent have had a website for at least five years. That's a rather paltry number, considering that a website should be one of the main tools in an agent's marketing arsenal. A real estate website can be a giant lead magnet, if done right. By blogging consistently and promoting your posts on social media, you drive traffic back to your site where you can employ additional magnets to capture those leads. But there are other bonuses offered by an agent website: A website offers a place to showcase your testimonials. It helps build awareness of your brand. A website provides a place for potential clients to get to know and trust you. It offers a spot for you to demonstrate authority. Agent websites offer value by providing information that real estate consumers are seeking. Your website can be a tool to help build a targeted mailing list to stay in touch with your sphere of influence. 3. In-depth knowledge of your target market If your target market is "likely buyers and sellers," we feel for you. "Everyone" isn't a target audience and appealing to "everyone" is almost impossible. For marketing to be successful, you simply must know who you are trying to reach. And this determination must be the result of a carefully thought-out process. There are many ways to choose a target market. The easiest is to target the type of client you've most enjoyed working with over the past year or two. Are they members of the military or landlords looking to sell? Maybe they were the first-time homebuyers or downsizing baby boomers. Add to your knowledge of this group of real estate consumers. What is the market like for them right now? Look for pain points that you can address and solve. Where do they hang out online? These are advertising mediums that present an ideal way to reach your audience. Even if you choose only one of the three aforementioned tips, you'll be ahead of your marketing game in 2020.
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