Tag Archives: Best Real Estate CRM

Marketing Automation: High Tech Doesn’t Mean Giving Up On High Touch

There is no question that technology has become a driving force in the real estate industry. Not only are you required to build a strong online presence, but the increasing demands on you as a broker have likely caused you to turn to automation tools in order to manage your client data, and your to-do list. Marketing automation in real estate brokerages, has become extremely common as it allows for you to maintain touchpoints with large numbers of clients both hot and cold, without having to always be hands-on in that capacity. Despite this, many brokers are slow to adopt these tools, fearing the complexity or that the human touch will be lost.

Here are a few things to consider if you are wondering how to strike this balance.

You Still Control The Message

Sometimes it can feel unnerving to automate portions of your business because it feels as though you are giving up some level of control. However, just because you are using a marketing automation tool like a chatbot or social media content scheduler like HootSuite, you still have control over what is said, who it is said to, and when it is said. You can control the imagery used, and select different messages based on the unique concerns of your prospect. The best part is that you only have to set up these emails or posts once, then they can be reused for each new client fitting the bill. That saves agents a lot of time while increasing their touchpoints with current and future clients.

Segment and Personalize

Investing the time to create carefully tailored emails for contact lists that are segmented by the type of client, allows you to create a more personalized outreach to subscribers. For instance, if you are working to attract FSBO leads, you should create a lead capture that specifically appeals to people considering selling their house themselves and automatically add them to a segmented email list that receives content relevant to FSBOs. Fill your emails with solutions to their deepest pain points, testimonials from similar people you’ve already served, and personality to seem more human. The result will be an increase in open and click-through rates which will ultimately bring more leads and referrals.

Automation Is Just Another Tool In Your Toolbox

There is no denying that the real estate marketing automation tools out there today are brilliant and getting better every day. They are very effective at drawing people into your funnel, nurturing them through their buying journey and creating leads. Still, even though these tools are meant to save time and energy and increase responsiveness, there is a risk of becoming complacent after using them for a period of time. Rather than treating these tools like a “set it and forget it” button, actively monitor them, measure results, and make adjustments as necessary. It should be one of the many things you utilize to run your business.

Staying True To You

While automation tools can alleviate much of the strain caused by the demand for constant touch marketing, they are not a replacement for the human touch that you bring to your business and brand. Make sure you mix in a healthy dose of person-to-person contact, including phone calls, door knocking, open houses, educational seminars and community events. Don’t just rely on tech to bring business and recruits to you.

Weichert brokers and agents have discovered that when done correctly, these powerful resources can allow you to be in multiple places at once, expand your reach, and impress your audience. We coach our offices not to substitute tech for personal contact, but rather use it to complement your arsenal of tools to run your business. Weichert, for example, provides a CRM, complete with a mobile app, sophisticated tools for open house management and follow up, as well as the contact management and branded outreach automation, which is great for organizing contacts and staying on top of follow up. But Weichert also coaches on hosting call sessions, door knocking and regular open houses to integrate personal touch points as part of an overall marketing plan.

For more information about how Weichert agents use marketing automation to realize that next level of success, go to www.weichertfranchise.com.

Help New Agents Avoid These Three Critical Sales Mistakes

A Broker’s recruiting strategy if done well, should attract some experienced real estate agents, but much of your agent growth is likely to come from agents who are brand new to real estate or who have little experience.  Your goal with these new associates is to get them up to speed and make them productive as quickly as you can.

After decades of coaching and training brokers and their agents, Weichert understands the most common challenges new agents have. As a broker, you can provide the coaching and training these agents need in order to avoid the common pitfalls associated with learning our industry and make their entry into the real estate world more rewarding and productive.  Here are three of the most common mistakes that new real estate agents make and how you can coach them through.

1) Giving Up Too Quickly

In the movie “Cool Hand Luke”, Paul Newman’s character famously utters the line: “What we have here is a failure to communicate.” He wasn’t talking about new real estate agents, but he could have been.

New Agents often take the words “not now” or “in the future”, as indications that there is no sales potential there and they let the contact simply die. But experienced agents and brokers know that lead nurturing in real estate can take weeks, months, or even years to come to fruition. And if you’re not front of mind when a customer is finally ready to move, they will move without you. Successful agents have built a solid lead funnel and steady book of business by leveraging years of consistent follow-up and outreach with their contacts and their local community.

It may seem obvious in 2019 to mention that social media can be one of the best ways to follow up and stay front of mind. Despite the current generation’s comfort level with web 2.0 and technology, new real estate agents still generally need coaching on what tactics on these portals will help them build their personal brand without seeming overly spammy. Follow up on social media also has its own set of rules, often depending on the platform you are using. But one rule applies to all of them: no outreach should be ignored or neglected. These little interactions, done in a timely manner, are the bricks they will use to build a real estate career.  As author Jim Rohn wisely observed, “The fortune is in the follow-up”.

2) Forgetting to Make It Personal

New agents have such a comfort level with all things digital it can sometimes be hard to get them to fully understand and embrace the power of the personal. The power of the personal is at the core of the Weichert philosophy, from our network of owners that know and help each other to our recipe for a successful real estate agent.

New agents need to make sure they build and nurture their personal brand in both online and offline activities through both personal and digital interactions. As a broker your job is to give them the tools that they need to develop their brand while being consistent with the message and brand of your brokerage.

While digital tools are great to efficiently stay in touch through social media, email and texts, encourage them to get out there and be nose to nose with potential clients. Door knocking, phone calls, open houses, participation in community events and seminars. These are all ways for new agents to have their face seen, make eye contact, shake hands, have real conversations and be memorable. Keeping it personal should be at the core of you and your agents’ communication philosophy.

3) Not Using A CRM System

There is no reason why new agents can’t get right into the habit of using the brokerage CRM tool to its fullest potential. An effective real estate CRM can be a big help with staying front of mind, helping new agents organize their contacts and keep in touch with buyers and sellers and other real estate professionals in their ever-growing sphere of influence. Conversely, it’s important that you offer this technology to your agents to help them be as productive and efficient as possible. The Weichert CRM system, for example, provides a central location for storing current and prospective client information and advanced tools for planning and follow-up on open houses ensuring you make the most of those contacts. Other elements include marketing automation that allow agents to send branded emails to select contact lists with minimal time and effort. The mobile app extends this convenience even further, allowing for updates and notifications to happen wherever they are.  As a new agent builds their database in the CRM, all sorts of marketing tools and templates will be at their disposal. The work they do now to build these lists, will pay dividends for years to come.

Effective Agent Coaching Is Key

The best way to make sure your new agents are productive as quickly as possible is to have a proven training system in place that coaches them past these and many other initial pitfalls. Perhaps the single strongest benefit of being a Weichert Franchise are the proven systems we provide to brokers. These have been developed and refined over decades, so you don’t have to develop them yourself. All you have to do is plug in. Becoming a Weichert Affiliate gives you access to effective coaching programs, marketing tools, and a CRM system that supports lead generation. As a Weichert Franchise you have a complete, turnkey system that provides your brokerage with the tools and training that leads to growth.

For more information about how affiliating with Weichert can help build your brokerage, call us today at 877-567-3350 or contact our team online.