Tag Archives: best real estate agent marketing

Why It’s Important to Cultivate Buyer Leads Right Now

Despite the challenges presented by limited face to face contact in many parts of the country, real estate continues to be a need for many people, and agents and brokers are finding ways to make it happen. While listings continue to be king, don’t overlook the importance of reaching buyers as well. Many consumers may not realize that real estate is still an active and essential business, and just because other businesses are closed, it doesn’t mean they necessarily have to shelve their plans. However, it might take some extra education and hand holding on your part to make them aware of what’s possible. Now more than ever they will need guidance from the right real estate agent and brokerage. If you follow these tips from the experts at Weichert, you can maintain your lead pipeline and even develop new tools and skills that will benefit you and your agents for the rest of your career.

Educate With Virtual Seminars & Webinars

If you have never hosted an educational event as a real estate agent or broker, the idea might give you butterflies, especially if you need to do it virtually. You need to promote the event online, through direct mail or email invitation, develop a compelling presentation deck, drum up excitement and get people to come. If you’re new to the idea of running a virtual seminar, consider this an opportunity to get your team up to speed on all the virtual tools and technologies that exist to help people conduct their home search.

Go to Zoom.com and sign up for an account that enables webinars. Zoom is one of the most cost-effective ways to bring powerful conferencing and webinar technology into your brokerage. Setting up a webinar couldn’t be easier and folks can join simply by clicking on the link you provide them and entering their name. With webinar functionality, you can also capture their contact info in advance by creating a registration form. Make sure you record your webinar so you can provide a follow-up link after the meeting.

If you’re struggling with how to prepare compelling content, one way to lighten the load is to reach out to other real estate vendors like attorneys, home inspectors, and title companies to co-sponsor the event with you. Each time you host an educational event around topics like how to buy your first home, you position yourself as the go-to expert in the field and get the chance to prove you are a wealth of knowledge in the local real estate market. When you are affiliated with a franchise, often this content is already created for you and all you have to do is customize it with your info and plan the event.

Create Educational Content

Since not every buyer you come across will be ready or willing to buy right now, it is important that you have a targeted buyer lead sales funnel in place to cultivate them over time. Make sure your social media pages are active and show you are open for business. The best way to attract buyers is by offering valuable pieces of educational content that act as a lead magnet to your sales funnel. Share interesting free content buyers might engage with like top home trends, backyard ideas, ways to save for a down payment or reasons why it’s a good time to buy. To capture lead info, create a squeeze page for a free e-book on 5 great neighborhoods in your community. Promote it heavily on social media. Every time someone opts-in with their name and email address, they become a part of your sphere of influence and a potential client who can be nurtured going forward.

Work Your Real Estate CRM

As a real estate agent or broker, your most valuable asset is your database. Although it is wise to work your database every month of the year, it is particularly important now. You never know who could turn into your next client or referral partner just from reaching out to check-in. For buyer leads, pay particular attention to the renters or young couples on your list. Reaching out to this group at the right time, in the right way, is a great source of buyer leads. The more personal you can be with this the better, but when popping by is not an option there are plenty of other ways to reach out. Place a call, send a text, email or even use direct mail. Vary your form of contact each time, but do it consistently. Remember to keep the contact friendly, upbeat, and casual to show that you care about more than just sales. The more you reach out in a genuine and valuable way to past clients and your database, the faster your pipeline will fill up.

Offer One-on-One Buyer Consultations

Even during a normal business environment, it is important to have a formal meeting with buyer clients before the search process begins. Create a buyer-focused presentation that you can walk customers through to better understand their motivations, hopes, and dreams in making a purchase. This will help ensure you are both on the same page and there are fewer misunderstandings as you embark on their home search. While ideally this would be done face-to-face, if you have a digital presentation created, you can easily hold these meetings virtually. Promote the availability of these types of consultations online. This will not only show you are active and open for business, but that your brokerage cares about their needs and has the capability to operate virtually. Customers are likely confused about what they can or cannot do to get started and a one-on-one consultation will be a welcome opportunity. It will both reassure them of how the process works and allow them to get direct answers from a professional on their many questions.

Focus on Building Lasting Connections

At Weichert, we arm our affiliates with many of the tools and resources described above, like Buyer & Seller seminar and Buyer Consultation materials. In addition, our powerful smart technology platform allows our agents to organize and stay in touch with their contacts in a variety of ways, as well as offers sophisticated online marketing tools to promote themselves on social media and generate their own leads.

Every single person you meet has unlimited potential to help you grow and learn, and you never know where that growth will come from. Every handshake is an opportunity, even a virtual one. Jim Weichert found that you can build one of the most powerful brands in real estate by taking time each day to invest in direct relationships with others and with your community. Indeed, being a positive force in your community couldn’t be more important during a time of uncertainty and the investment you make in relationships now is sure to pay dividends down the road.

To learn more about how Weichert can help you attract and develop business-building relationships go to http://www.weichertfranchise.com.

Top 5 Reasons to Join a Real Estate Franchise in 2020

joining real estateAt one time or another, every real estate broker is faced with the difficult choice of franchising. For some, the fear of losing their independence causes hesitation. Although franchising may not be the right move for everyone, if any of these sound like the situation you are facing, it can be a tremendous benefit:

  • Your business has stalled, or you are not meeting your growth goals.
  • Recent changes in your local market pose a threat to your business.
  • You’re losing agents to other nationally-recognized brands.
  • You could benefit from proven operating systems, marketing tools, technology, or coaching.
  • You spend more time selling houses than managing your business in a leadership role.

There are really three options to help you move your business forward; you can build it, you can buy it or you can leverage it. The first two options take time and resources, and there’s no guarantee that it will get you where you want to go. When you affiliate, you leverage the extensive resources of your franchisor and chances are, those resources have already been vetted and proven. Here are five of the top benefits to joining a real estate franchise:

  1. You Are No Longer Alone

If you are anything like most real estate brokers, you decided to launch your brokerage because you wanted to elevate your impact and increase your earning potential. Now that you have settled into that role, you may again be searching for a way to grow and expand your operations. One of the most powerful ways that partnering with a good real estate franchise can help is by giving you a well-tested structure for your operations and a connection to something bigger. Being part of a group can put you in a better position, when it comes to competing against some of the major disruptors that have been entering the industry.

With a brand like Weichert, for instance, you have access to coaches, training, and branded technology that can provide you with support. Between our regional coaches, conferences and trainings and our active peer-to-peer network, you will never have to wonder what to do next. Just imagine being able to network and connect with other like-minded brokers that understand exactly what challenges you’re facing, can offer strategies to overcome them, warn you of potential pitfalls, and cheer you on as you grow. With the support and credibility of a national brand on your side, you will face fewer stumbling blocks on your path to greater success.

  1. You Can Provide Your Agents With the Tools, Resources and Training to Be Successful

As a real estate broker, you are not only faced with the task of attracting buyers and sellers to feed to your agents, but you must also attract high-quality agents to feed your growth. Being able to offer agents productive resources to support their business is critical to recruiting and retention. But there is a time investment in the process to create those things and do it right. Not to mention, the thousands of marketing ideas, gimmicks, and tools out there can be overwhelming! However, once you become part of a national franchise, you gain access to marketing systems that are already proven to deliver results, while eliminating that expensive learning curve, plus your agents can get the training they need to use those tools effectively.

Weichert affiliates regularly tell stories of the relief they felt once they gained access to Weichert marketing and training systems, as well as their network of mentors, peers, and coaches. As part of the Weichert family, brokerage owners no longer have to use their own time and resources to research and find the best tools and marketing strategies because Weichert has done all that heavy lifting for them. They now have become a destination for agents.

  1. Recruiting Systems To Grow Your Agent Base

Recruiting is one of your largest responsibilities as a broker. It can also be one of the most challenging, as it can be difficult to find, attract, and keep the right agents for your team. Often, agents hesitate to join a brokerage if they don’t have a good value proposition. However, if you do your homework and align yourself with a national franchise like Weichert, you will fully recognize the power of having a recognizable brand behind you. From sales systems, marketing tools, technology, lead sources, support, and coaching that a company like Weichert provides, companies are in a position to offer a comprehensive program to attract more agents. Plus, at Weichert, we coach our recruiting managers on proven recruiting systems and provide them with winning materials that help sell that value proposition. Having a system streamlines the process of growing your team with quality agents and supplying them with the tools for success creates an environment where they want to stay.

  1. Technology Systems To Help Your Agents Be More Productive

You can’t talk about real estate, marketing, or branding these days without talking about technology. Clients demand immediate follow-up and high levels of service, and it’s very difficult to stay on top of that without the right tech. But technology can be expensive, and it is ever-changing. How do you know what to invest in? Do you have the time to do the necessary research? How do you keep up with the changes? The time and expense of figuring all this out as an independent broker takes you away from operating your business.

By aligning with a franchise, like Weichert, you get the benefit of all their resources dedicated to vetting, researching, testing and updating. Weichert affiliates receive access to the myWeichert® powered by kvCORE platform, a powerful, all in one solution to run every aspect of a real estate business. Customized, branded websites connect to a smart CRM that uses AI driven, behavioral automation, powerful lead gen tools and more to help generate leads and stay in touch with contacts to convert more business. The system would normally be a huge investment for an independent brokerage to take on, both from financial and learning curve aspects. However, it is included with Weichert affiliation.

  1. Business Coaching & Support To Map Your Growth

Often the conversations about real estate training are centered around the agents. But owners, brokers and managers need coaching, too! Having easy access to training materials, coaching, and support as they operate is key to growing a business.  If you have ever found yourself unsure of your next move, in need of peer support, or in search of new education at the broker level, you would benefit deeply from the educational resources supplied from a national real estate franchise like Weichert. From business planning tools, to budget advice to strategies to improve company dollar, your dedicated business coach helps you along the way to strengthen your business and ensure you are establishing a solid foundation for growth.

Click here if you’re interested in learning more about the benefits of franchising with a nationally recognized brand like Weichert and how their resources can help both you and your agents thrive in today’s market.

January Is Too Late to Write Your Business Plan

As the year is winding down, you may want to consider reflecting on how far you have come in the last 12 months and where you would like to be at the end of the coming year. Many people will advise you that as a broker and a business owner, you should get in the habit of writing an annual business plan to set goals and measure your progress. Many brokers tend to “wing it” and don’t see the value in writing one. However, writing a business plan can be one of the best things you can do for your business. Follow these tips to create your own yearly business plan before year’s end and insure that next year is your most productive year yet.

When Is The Best Time To Write Your Yearly Business Plan?

In short, NOW! The best way to set yourself up for success in the year to come is to block off time to write your annual business plan well before the new year begins. Since many real estate agents and brokers have considerable downtime during the holidays, that is a great opportunity to focus on your plans and goals for the new year. Carve out enough time in November or December to look over the current year’s production and assemble a strategic plan for next year to get started off on the right foot when January 1st hits.

What Should You Include In Your Yearly Business Plan?

For a business plan to be useful, you really have to consider your goals, tactics, activities, and budget in some detail, and develop a reasonable plan that has these things working together. How much detail you get into is up to you, but err on the side of more detail if you can. At a minimum, a real estate broker needs to give some thought to the things below:

  • Goals and objectives for your business in the coming year. These can include goals around your GCI targets, a number of transactions needed, number agents needed to hit those transaction goals, how many new recruits needed and more. Run each of your goals through the M.A.R.T. goals test (specific, measurable, achievable, relevant and time-bound).

BAD GOAL: “I will recruit some new agents next year”

GOOD GOAL: “I will recruit 20 new agents next year of which at least 5 will have previous experience and one who has agent management experience. I will target 8 in the first half of the year and 12 in the second half of the year.”

  • Target Market – While it might seem obvious who you are selling to, there is still tremendous benefit to drilling this down into specific client types and looking at market trends. What is the age range of your primary buyers? Are they working or retirees? Relocation Opportunities? College Town? Additionally, look at some analytical data:
    • Average days on market for property of different price and type
    • Typical listing commission rate
    • Average price trend for a market you are interested in participating in
    • Number of new listings in a particular sector month over month and this year versus last year
  • SWOT Analysis – Strengths, Weaknesses, Opportunities, & Threats. Knowing what your team can do better than the other guys is critical to defining where you will put your money and energy in the coming year and where your best opportunities for growth lie.
  • Strategic Plan – What markets will you focus on? First time homebuyers? Relo clients? As you grow each year, this plan will change to reflect your new capabilities and market dynamics.
  • Time Frame – Put yourself on the clock for your goals by breaking them down into manageable chunks of activity. If you make these elements small enough, they won’t seem so daunting and bit by bit they’ll get accomplished.
  • Systems and Processes – This is really the “how” of your business plan. Your growth goals won’t happen by themselves; you will need to sponsor directed activities that are in line with your desired growth goals and strategy. Having some proven processes in place for training and marketing can be an important part of this. Need a real estate CRM? This is where you’ll budget for it and define how you will use and who will use it and what it will accomplish for you. Recruiting plan? Here is where you define the events you host and activities you’ll engage in to reach out to them.

Final Tips to Keep in Mind

Business plans are not a one-size-fits-all tool. It is important that even if you use a pre-designed template that you customize it according to your individual goals, targets, and challenges. Think in terms of both your immediate goals, as well as how they fit into your big-picture goals.

As an experienced real estate broker, you have a deep understanding of how important it is to treat your business like a business. By taking the time each year to write out a detailed plan and strategy of how you will tackle each benchmark on the path to success, you stand a much greater chance of getting there.

Plan Your Business with a Partner

At Weichert, we encourage all of our franchise owners to create a business plan each year. By writing down the plan, together with the coaching they get from their business consultants, Weichert affiliates have found this process to be truly valuable in sustaining growth. By implementing formal business plans, they are able to do more and focus their energy and resources on the right things. It’s just one of many proven strategies Weichert gives its owners to help them grow. We can help you with your business plan, but even better, we can give you the tools and processes to execute it.

For more information about how Weichert empowers its affiliates to do more, go to www.weichertfranchise.com .

 

How to Use Experiential Marketing In Real Estate

Experiential Marketing

Maybe you’ve heard of it and maybe you haven’t, but one of the latest buzz phrases in marketing is “experiential marketing”.  As the name suggests, experiential marketing is all about taking that face-to-face approach to the next level. This is done through the transformation of common events into standout experiences, which are then shareable on social media. So how can real estate brokers and agents use this to grow and market their business to a new generation of customers?

We’re all familiar with traditional marketing approaches like open houses or door knocking. These approaches are indeed personal and generate contact directly between you and potential prospects. Experiential marketing, however, takes that further by establishing more shareable experiences and more personal connections around your brokerage and your agents. In this way, people have an opportunity to get to know you and your brand in a less-salesy, more personal way. In the words of our founder Jim Weichert, “people buy you, before your products or services.”

For brokers and agents committed to a long-term career, experiential marketing can deliver both short and long-term results. Here’s a few ideas to get you started.

Creating Experiences for Your Clients & Partners

Almost any event you have sponsored in the past, such as an open house or seminar, can be upgraded to an experiential marketing event with a little extra work and thought. The experience you provide will vary, but the key is to make it fun, memorable, and shareable. Some events may not be tied to a specific home sale, but bringing visibility to your brand creates the opportunity for outreach in the future.

Educational Events

Most brokers have hosted educational events that allow you to showcase your real estate expertise in a more personal way than a blog post or postcard. Common events include first-time homebuyer classes, staging classes, and real estate investing classes. One way to make these events more experiential is to host them in more interesting places, like a local wine bar, or microbrewery, at an art gallery, or even inside a home you have listed. The key is to present a complete experience around the training, that is compelling enough to merit posting and sharing on social media. When creating these events, cost and creativity are your only limitations, but three words that help set the tone are: fun, food, and photo ops.

Events with Hyperlocal Focus

Events that allow you to mingle with local prospects and clients while indulging in local business are powerful for networking and making a positive impression. Some examples of hyperlocal events could include historic walking tours of your area, wine tasting tours, and “best of” restaurant tours. Organize a cleanup day at a local park and invite parents and kids. Rent an ice cream or food truck to coincide with a group door knocking event. Choose something you’re passionate about and that you feel your community will enjoy. Encourage people to take pictures and share their experiences on social media to get the maximum value out of your efforts.

Partner with Other Local Influencers

A way to host more compelling events and keep costs down is to partner with other local influencers or businesses. Host an event at the local animal shelter or pet adoption agency. If you’re marketing a 3 bedroom ranch in a family area, consider throwing a barbecue or partner with a local restaurant to cater an event for a local charity. An event catered by a beloved local hot dog shack will have just as much pull (maybe more) as a 4-star restaurant and give a sense of fun to the entire gathering. Or turn the tables and let your office be the host for a wine tasting, exhibit for local artists or holiday event like a pumpkin giveaway or trunk or treat.

Document the Journey as well as the Event

Don’t view the planning, brainstorming, and even the headaches of setting up your experience as things to hide. Instead use these as opportunities for photo ops to create content that will give you more mileage out of your event, such as pictures of the team setting up or your planning meetings. This way you can get a dozen or more pieces of content to publish across multiple channels for weeks, instead of just a single Instagram story published on the day of the event.

Remember that one of the key goals of experiential marketing is its ability to leverage the connections of all those involved by getting them to share on social media. Encourage all manner of photographs and selfies at your event and encourage attendees to post.

Staying Connected Online, Compliments the Experience

While these experiences and events are an opportunity for you to connect more deeply with your network offline, your social media strategy can enhance these connections even further. Post consistently in the lead-up to the event to build anticipation and use the phone and email to increase touch points as much as possible. At the event, have someone create content like live feeds and video that can be used later as well. Make sure your team will respond promptly to every comment and interaction on their social profiles.

It turns out that experiential marketing leverages some of the things that real estate professionals do best: being friendly and being organized.

Experiential marketing ties directly into the Weichert philosophy of the personal connection in real estate as first practiced by founder Jim Weichert, handing out business cards twice a day in a Chatham, NJ train station.

But the experience we most often create at Weichert, is one of success.

For more information on becoming a Weichert franchise, visit www.weichertfranchise.com.