There is no denying that the way that brokers, agents, and clients form their relationships has undergone major changes in recent years. Now, more than ever, as buyers and sellers turn to the internet for their real estate needs, lead farming is being done on social media, blogs, through digital advertising, and on platforms like YouTube. However, while you may understand the importance of driving your agents to create valuable content for brand awareness, your agents may be wondering how to take the next steps to transform their connections into actual clients. Here are a few ways you can encourage your agents to take the next steps and leverage those casual connections into business connections and beyond.
Actively Engage Your Casual Connections
In your quest to draw prospects on the outer edge of your sphere deeper into the fold, you’ll need to turn your focus to increasing their engagement with your content and your engagement with them. In other words, don’t just post engagement-worthy content like questions and polls, but actually look at who is responding to your content and take the time to reach out to them to say thank you, ask what they liked or didn’t like, or simply continue the conversation on a deeper level.
Furthermore, if you have people that have stopped engaging with your content or never have (perhaps someone in your FB group) reach out to say hello and draw them back in. Touching base with dormant followers or subscribers could offer valuable insights into your content, message, and approach that you can apply to other relationships. This will also show people that you genuinely care about them, fostering a deeper sense of trust which leads to repeat sales and referrals.
Host Events To Bring Them Out From Behind The Screen
One of the most common complaints is that it is difficult to motivate online connections to meet with agents in person. Charity events offer a dynamic solution. Hosting a charity event to benefit a worthy cause is a fantastic way to get your followers to come out and interact with you in person over a common interest. Even better if you can set it up to bring them to the office. Organize a charity drive to collect toys, coats, food or toiletries and make your office the drop off point. Not only will you be able to create a story around your involvement in the cause, but you’ll have the chance to build a deeper connection with your prospects through your mutual beliefs and values. Once you’ve made a connection with those people in person, you will notice your engagement rates with them increase because they will have a better sense of who you are, how you operate, and what you have in common. Make sure that you have systems and tools, like a CRM in place to help your office and agents manage relationships efficiently as they develop from a loose connection into a client and don’t become lost in the crowd.
More Than A Handshake
There is nothing more powerful or valuable in real estate than a personal connection. Although technology may be shifting into the forefront as the way that we first connect with someone, our desire for human connections and personal relationships remains the same. Comments, likes, and shares should be viewed as opportunities for cultivating connections and nurturing those relationships, rather than as a way of replacing them.
The key here is that you must be able to properly manage and maintain those relationships once they are formed through regular follow-up, valuable content, and personal touches. If you don’t have the systems and training in place to cultivate and nurture your casual connections, they will never transform into clients. At Weichert, those resources are a major part of each franchisee’s success as a broker. From our social content, direct mail and client follow-up programs to our proprietary CRM, Weichert supplies its affiliates and agents with the tools to move connections through the conversion cycle. If you would like to learn more about how to implement systems and training for your agents to help them convert their connections into long-term clients, go to https://www.weichertfranchise.com or call 877-746-2067.