Tag Archives: real estate brand

Content Marketing Strategies For Real Estate Brokerages

As an experienced and savvy real estate broker, you already understand that building a powerful web presence for yourself is essential for forming new connections, generating leads, and attracting valuable agents to your brokerage. However, as the web becomes continuously louder, it becomes more challenging to earn organic traffic lead to your brokerage’s website and convert that traffic into leads. As you probably already know, content marketing is touted as one of the most powerful ways of earning and converting that targeted traffic your brokerage requires to continue to grow. To help you better understand the content marketing universe, here are three types of content that have proven results for generating the kind of interest and interaction that makes all your sales efforts, more effective.

Written Content

Written content, such as blog posts, newsletters, market updates, and just listed/sold are the most traditional types of content produced on the internet by real estate professionals. Just because it is common however, doesn’t make it any less effective. The key to being successful with written content is to optimize it to get it on Google’s radar and other search engines, and to make sure that it is written with your target audience’s goals and challenges in mind. By anticipating buyer and seller pain points, your topics will resonate with more people. The more you tailor your content to have both technical and human appeal, the more it will generate both credibility for your local brand, and of course, leads.

Video Content

Video marketing has been viewed as one of the most powerful forms of content marketing for the last decade thanks to the success of platforms like YouTube and Facebook.  Many people find video content easier to consume than written content.  This along with the ease of producing good quality videos on an iPhone today, has led to a boom in video content consumption. Real estate brokers and agents have been using video for years of course, to show house tours and related content online, but this is not the only subject matter you should use. If you already have a blog, simply convert those topics into videos which you can use to grow your presence on YouTube, social media platforms, and your website.

Audio Content

Audio content is now surpassing video content in both results and popularity because people now consider audio even easier to consume than video. In fact, Salesforce reports that in 2017 the average consumer was listening to more than 5 hours of podcasts each week! Therefore, it goes without saying that progressive brokers are making a move towards audio platforms like iTunes and SoundCloud to reach their audience. For those of you that have been creating videos for the last several years, this is great news because many free and inexpensive software programs will allow you to extract the audio portion of your videos and use those files for podcasts.

Another consideration is that companies like Google are transitioning to “voice search” and search results will begin to include more audio-only results especially on mobile devices. As a broker, being ahead of this curve is sure to give you a leg up on the competition. Plus, if you don’t like being on video, this now gives you options!

How Content Marketing Has Proven Itself Valuable

As a real estate broker, you already know the value of earning the trust of the public. In fact, trust is the biggest obstacle for most businesses in any industry. Content marketing allows you to break down those barriers and earn people’s trust passively. An Easy Agent Pro study conducted recently found that 90% of consumers find custom content useful and 78% believe that companies behind content are interested in building good relationships with their customers.

From the beginning, Jim Weichert sought to create and build upon his connections with the members of his community, which continues to this day. That means knowing where your clients spend their time and making sure you are where they are.  It also means interacting with them the way they want to receive information, no matter how that changes over time. These are the types of core beliefs that have grown a single real estate office into one of the largest providers of real estate related services in the country.

To learn more about the Weichert formula for brokerage growth, please contact us or visit our site at https://www.weichertfranchise.com/weichert-real-estate-franchise/ or call 877-567-3350.

 

The Three A’s For Building Brand Credibility With Millennials

With Millennials surpassing Baby Boomers as the largest segment of our country’s population, it is more important than ever to build a brand and a business that appeals to them. Especially since Millennials are approximately one-third of all home buyers and sellers. With these numbers in mind, it is clear that establishing and maintaining a real estate brand that wins over 21-35-year-olds is now mandatory. The question is, how does one create such a brand?

Dispelling the Millennial Myth

When you think about Millennials and building a brand that will earn their trust, you probably think that technology needs to be at the forefront of your messaging. This is the most common millennial marketing myth out there today. Although technology is a priority to them, Millennials care far more about authenticity, altruism, and accountability, the three A’s of Millennial marketing. The biggest way that companies lose their footing with this lucrative sector is that they lead with their tools, rather than their hearts. Even more than Baby Boomers and their parents, Millennials want to see and need to believe deep down that you care about them before they will buy into you.

Natural Authenticity & Altruism

While everyone is out there telling Millennials that they care about their needs, a better approach is to create content that is in the best interest of this demographic and offer it up for free on a consistent basis. This shows that you authentically care about the community and are willing to earn their business. The more content that you create, and the more valuable it is, the more powerful your brand will be at attracting all the right people, whether they be buyers and sellers, agents, or referral partners. Give your knowledge and content freely without expecting anything in return, and the returns will come.

Another very powerful way that you can show off your authenticity is through customer service, which happens to be another major priority of Millennials. Don’t claim to be dedicated to providing quality service and then drop the ball down the line. Instead, go above and beyond the call of duty and create content around how you help people achieve the results they crave. When Millennials talk, they will talk passionately about those that helped them and showed them that they really cared.

Accountability for the Win

There are moments in every business when things don’t go as planned and that is okay. Most Millennials are extremely forgiving when it comes to human errors with one caveat: you must hold yourself accountable. Let’s say that you made a promise to a young couple that you would meet with them for an hour to help them prepare an offer, but something comes up causing you to miss or forget your appointment. Don’t just shrug off the missed appointment or try to make excuses. Instead, use it as an opportunity to prove you are accountable by apologizing and providing even more time and assistance than you originally promised. Every mistake or human error can be transformed into an opportunity for advancement with Millennials if you prove that you are accountable for your actions.

Weichert® Brokers Live the Three “A”s

It is easy for Weichert to talk about the three A’s because these are similar to the values that have been part of our culture since before there were Millennials. Those are Integrity, Professional Standards, Added Value, Personal Service and Relationships for Life. These values not only apply to how you can better appeal to buyers and sellers, but also how you appeal to new agents and how you make your brokerage the place to be.  As Jim Weichert has said since starting his business in 1969, “People buy people before they buy products or services.”

For more information on the Weichert approach to real estate and the tools and resources we offer to help you market your brokerage call us today at 877-567-3350 or visit weichertfranchising.com.

Differentiating Your Brokerage In A Crowded Market

It’s a crowded real estate market out there. Between independent brokerages and national brands, there are a lot of options for agents and potential buyer or sellers. What’s going to influence their decision and make you stand out?  Maybe it’s a good reputation for performance and service; maybe it’s how often they see your signs in the neighborhood or wherever they travel or how often they see you in advertisements. As an independent broker, how do you compete?

Recruit Effectively

Agents are subject to the same perceptions as consumers when it comes to the power of a well-known real estate brand in their market. They may feel that the bigger the brand, the better the marketing, support and lead generation will be to better support their efforts and lead to greater earnings potential. What’s really important, though, whether you are affiliated with a big brand or not, is that you can provide value to your agents and offer a positive, supportive environment in which they can thrive. Equally important is having a recruiting strategy and the materials to attract recruits to you. You create value by providing them with tools, training and leads to help them succeed. Recognize their accomplishments.  Encourage a culture of support and have a little fun!

Demonstrate Your Value

Sure, there are a lot of discount brokerage options out there, but that puts pressure on profitability. Consumers are willing to pay for full service, but it’s up to you to demonstrate all they will get for their money. Make sure you have a dynamite listing presentation that shows them everything you and your agents will do to sell their home. Make sure that you have the right marketing and online programs in place to support clients’ listings and purchasing needs.  Provide references and testimonials of satisfied customers. Do what you say you will do, be responsive and over-deliver on your promises. Make sure your marketing materials are professional and impressive. People like to be part of something positive. Do all these things well and you will draw in buyers, sellers and agent recruits alike without having to give away the store.

Build Your Brand

You must spend time and effort to build a brand that reflects your brokerage values and services. To attract buyers, sellers and recruits, people need to know who you are and what you stand for. Here are a few suggestions for brand building:

  • Advertise your niche in the area. For instance, maybe your brokerage specializes in relocation or rural properties or is heading that way due to a need in the market. Perhaps you also do property management and work with residential property investors. Find a niche or two that need to be filled and make it part of your brand. Offer agent training in the specialty market(s) chosen to get those interested up to speed.
  • Be consistent in the look, feel and messaging coming from all aspects related to your brokerage. Consistency is king when it comes to brand building. It not only fosters brand recall, but it nurtures consumers’ expectations of your business.
  • Be visible. This can be through local advertising, participation in the community or grassroots word of mouth. You won’t be remembered if you are not on their minds.

Differentiate Your Brokerage

Recruiting effectively, demonstrating your value and building your brand will help you carve out a place for yourself in your local market and stand out. It can be hard to do this effectively on your own. Fortunately there’s an easier way through franchise affiliation and not all franchises are alike. A franchise model like Weichert provides you with recruiting strategies, materials and support to effectively compete for recruits, provides materials and guidance for demonstrating your value to consumers and has the recognition and support of a national brand that you can easily plug into your market and leverage.

If this sounds like something you could use to power your brokerage, contact Weichert Real Estate Affiliates, Inc. today to see how we can help. Call 877-746-2067 or learn more at weichertfranchise.com.