Tag Archives: marketing your real estate agents

Why Millennial Real Estate Agents Will Want to Work With Your Brokerage

Millennials are now the largest portion of our population which means more and more of them are becoming agents, as well as buying or selling real estate. This generation is also now recognized as the most profitable in history. What are Millennial agents looking for? It’s the three T’s: transparency, team, and technology. Read on to learn what it takes to become the go-to real estate brokerage for every aspiring millennial agent in your market.


One thing that Millennials are experts at is identifying a company or business with a negative culture or questionable company values. In general, the vast majority of Gen Y wants to associate with companies that are completely open, honest, and transparent. The more you can demonstrate that you and your brokerage operate with transparency, the more appealing it will be to Gen Y. Start by clearly highlighting and visiting your mission statement, slogan, and company values on your website, inside your offices, and through your social media. It is also very important that you are open and honest about the state of your brokerage. Sharing the good, bad, and ugly, along with your plans for the future is a powerful way of instilling trust and attracting motivated Millennials that hope to both make a living and make a difference.


Another very important priority for Millennials is the culture of your brokerage’s team. Unlike the Boomer generation, Millennials are far more likely to seek greener pastures quickly if the culture support model and management style of your brokerage is not to their liking. They seek to align themselves with people that have high integrity and a moral approach to business, who balance their strengths and weaknesses, and who support their individual goals. They also place a great deal of value in professional development. If you currently hold team meetings, consider inviting prospective agents to attend a few to see first-hand how you interact with your team, educate them, and support them. Show them how you foster collaboration, motivate through leadership and encourage an environment of teamwork.


Finally, it is important to remember that Generation Y grew up surrounded by technology. More than any other generation, they have a steep expectation for tech-savvy tools and resources from their brokerage. Be upfront and forward about sharing all of your high-tech tools available to agents including websites, CRMs, content management systems, social media marketing, lead generation software, etc. The more that you can prove your brokerage will streamline their business, set them apart from the competition, and allow them to work on-the-go, the more Millennial agents you will attract to your team.

Remember the Three T’s

While the three T’s are vital to Millennial agents, they are also important elements for your other agents as well. Weichert embodied the three T’s long before there was a Gen Y. It is part of the core value system that Jim Weichert embraced to build a successful national real estate brand and continues today through the Weichert Family of Companies. We equally coach our affiliate offices to adopt and value the same philosophy. From an unwavering set of core values, people-first philosophy and dedication to providing the best technology and tools available to agents, it’s a winning formula all around.

For more information about how Weichert can bring the three T’s to your real estate brokerage, visit www.weichertfranchise.com.

Undeniable Traits Of A Successful Leader

As a real estate broker, you are no longer directly responsible for leading buyers and sellers through the complexities of real estate transactions. Instead, you are now charged with the responsibility of successfully leading your team of real estate agents to reach their potential. While there are many traits and skills that make up what most would consider a successful leader, there are a few that serve as the cornerstones for every broker. As you strive to become the best leader you can be for your team and your business, focus on the development of these must-have traits.


The greatest leadership wisdom taught in lofty places like Harvard has to do with being authentic. Authentic leaders are said to value input and feedback, are positive, truthful, and open. They build trust and generate enthusiastic support that improves both individual and team performance.

Consider that a career in real estate can feel like a roller coaster, full of ups and downs. For some real estate agents, the downs can lead to doubts in their abilities and fears about their future. As their broker-leader, you can help shoulder those burdens by being an authentic leader who has both empathy for their situation, but whose enthusiasm and positivity helps them stay focused and motivated. Being an authentic leader, also helps creates the authentic culture in your brokerage that will minimize turnover and help improve production.


There is nothing more demoralizing than having those you look up to ignore your strengths and accomplishments. As a leader, it is your job to give recognition to those agents that perform well and showcase exceptional talents. If you hold team meetings, you may want to consider regularly giving out awards or tokens of recognition to worthy individuals. Certainly top performers should be recognized, but there are many things you can recognize people for. In the spirit of being authentic, just make sure they are recognized for real achievements.  If you look hard enough, everyone has something meaningful they have achieved that you can hold up for your team.


Everyone makes mistakes. The difference between an average joe and a successful leader is that a leader is humble and willing to admit their mistakes. This is another attribute of the authentic leader, the willingness to admit mistakes. In fact, as a real estate broker, you have a special opportunity to use your hard earned knowledge to save your agents from wasting their own time, money, and resources in the same ways you may have as an agent. By exercising humility and openly leveraging your mistakes into lessons, your entire team can work smarter and will have deeper respect for you as a leader.


One of the first things you had to learn to do as a broker was to stop selling homes yourself. Now the next part is actually empowering your agents to do the selling and make them as good at it as you were. Don’t be a broker who swoops in and personally fixes everything, whenever a deal hits a rough spot. Instead give your team the training they want, the advice and support they need, and the encouragement to be successful. Agents who feel empowered and supported, and who are not micromanaged, will take more initiative and over time will develop into more productive and motivated sales associates.


If you strive to lead an all-star team, you must lead by example by being accountable for what you say and do. This really means getting back to some basics like saying what you will do, and doing what you say you will. Since the buck stops with you, some things will naturally float up to your level, and when agents see that you will jump in and handle the big challenges, their confidence in your leadership will grow.

Accountability is actually one of the important skills Weichert teaches its brokers through the Weichert Management Academy. The academy, open to Weichert owners, brokers and managers across the country, teaches attendees all the important elements of building a successful team and managing a successful business. In this training the behaviors that constitute accountable leadership at every level are discussed. Being accountable means employees will feel your organization is solid, and that they are both well supported, and empowered to move their business forward.

There’s Always Room To Be A Better Leader

As a real estate agent, you successfully developed your abilities as a salesperson. As a broker, your focus shifted to being an effective leader. If you think you could benefit from leadership coaching and training programs, as well as a collection of production boosting tools and systems for your agents go to weichertfranchise.com or call 877-746-2067.


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.

How To Turn Renters Into Homebuyers

Despite the myth that renters are not a valuable lead source, 46% of renters are actively considering a home purchase. If you are anything like most real estate brokers, you understand that with careful and strategic targeting, a great deal of those renters can be converted into long-term clients that will buy, sell, and refer your brokerage to their friends and family. In today’s post, the experts at Weichert are sharing their tips to help you turn those untouched renters into a cash cow for your real estate business.

Which Renters Are Ready To Buy

Randomly targeting renters will usually result in a poor return on your investment of time and energy, which is why many real estate agents have come to think of renters as a bad niche. Therefore, it is important that you invest the resources upfront to gather data about the demographics of the local community to find the highest concentration of potential buyers that are currently renting. Once you have the data revealing the right people to target you will be better able to reach and attract them both on and offline.

Lead With Education

One of the biggest reasons that people rent rather than buy is that they don’t think they are able to afford a home. The best way to combat this concern is through education. As a broker, you need to make sure your agents are up to speed on the very latest financing options. Then run marketing campaigns targeted specifically at renters all based around the idea that “Yes, You Too can Afford Your Own Home”. Flooding your real estate blog, newsletter, and social media platforms with information on financing and entry level inventory that educate renters on how to buy and how much they can afford is key.

If you want to connect with renters in an even more personal way, consider holding first-time-homebuyers’ workshops that explain the process of getting pre-approved, finding the right property, and the value of hiring a Realtor to protect their best interests. The more education you supply with the right renters, the faster your pipeline will fill with leads.

Be Patient & Consistent

While some of the renters you target may convert right away, many will take time. Be patient and remember that you must continue to remind them that you are there to take care of them when they are ready. Connect with them in as many ways that you can to help make this easier. For example, invite them to follow you on social media, invite them to attend any events that you host, drop-by when you are in the neighborhood, etc.. You may be surprised how many people won’t respond to your efforts until they are ready to buy so don’t assume their silence is a lack of interest.

You Need a System to Target Renters

Having a clear cut system for following up with renters, and the right tools to help you do so, will dramatically increase your success with this market. Make sure you have a schedule in place for regularly staying in touch with all of your renters, no matter how hot or cold they appear. Remember that when renters decide or discover that they are ready to buy a house, they will likely do it with the agent that is front-of-mind and that they feel most familiar with at that time.

One of the biggest reasons that Weichert brokers are so successful with the rental market is that they leverage proven processes for generating renter-to-homebuyer leads. It also doesn’t hurt to be able to leverage things like the Weichert Rental Network, a national service for relocation rentals for both individuals and corporate clients. Renters that come through our network, have a much higher likelihood of contacting your team when they decide to buy.

For more information about the full suite of tools and lead generation system that Weichert offers, go to https://www.weichertfranchise.com/