Tag Archives: real estate lead generation

Having The Right Tools For Your Agency

Real Estate Marketing Tools

Successful brokers are always searching for the right tools to automate systems, save time and increase productivity and income, which doesn’t occur until each system is firmly entrenched in your overall brokerage procedures. The tool may be a new recruiting and retention software for accountability, a CRM system that better fits your growing brokerage or high-quality, easy-use digital marketing materials.

Consider Your Goals 

Before considering any new tool, keep in mind your updated brokerage business plan and the goals you intend to achieve this year. Ask yourself what tools will put you ahead of the competition? How can your agents’ productivity be transformed? What will improve the buying and selling experience for clients? Any systemized tool needs to work exactly as planned to either help you, as broker, improve productivity or your agents reach higher performance figures in less time, all while ensuring improved client satisfaction.

New Tools Take Time 

Getting a new tool up and running is an incredibly time-consuming task. Time for a busy broker is already a precious commodity, but it can feel as if it’s at a premium when attempting to incorporate a new tool seamlessly into your current system, which may take weeks or months.

Think back to the difficulties of setting up your own brokerage and what it took get software and systems set up. You’ve no doubt learned from your previous experiences and know the effort it takes to incorporate any new tool. The steps from research to use may flow like this:

  • First, extensive research into each digital tool under consideration is essential.
  • Second, speak with customer representatives to ensure each potential tool has the capacity to do exactly what you want it to do. Get hard answers to questions, such as: Are changes to the web-based software able to be made to accomplish your specialized needs? At what cost and in what timeframe is expected?
  • Third, you need to know that the technology or other tool will work as expected, so a trial test of one or two of your best options is important before you make that purchase.
  • Fourth, you must set up the system, implement the tool chosen into brokerage procedures, work out any kinks in the system (and there will be issues) and train those using the new tool.

Don’t Have The Time? Stop The Guesswork 

While there are brokers out there who can do this successfully on their own, it can be a real challenge for the average small independent brokerage owner. If you want to compete and stay ahead from a technology standpoint, an affiliation with a larger real estate brand can really help and offer a solution. They have teams of resources working through this every day. So while you are focused on running your brokerage, they are researching, vetting and testing out the next best thing to make running a real estate business easier and more productive. Weichert, which offers its affiliates proprietary digital tools, is a great example of how affiliation helps take away the guesswork in many areas. Its years of research into systems that work mean that all the tireless research and functional testing of new tools is unnecessary on your end. Plus, Weichert provides the training needed to make the best use of their technology inside a proven system for success.

Weichert’s numerous tools position you at the forefront of your area and assist with:

Build Momentum Before Tool Launch 

Whether you choose to go it alone with a new tool or system or affiliate with a company like Weichert that offers time-tested ones, know that you need to build momentum in your brokerage around agent tools prior to the roll out. Create a bang around the launch to keep agents interested in what it can do for them, as most will be skeptical that its use will improve their work. Pick a super user (that may be you) to train all users to fully unlock all the features of the new tool so all have the chance to achieve success.  Above all, keeping your arsenal updated and fresh is important in maintaining your value as a brokerage to retain your agents.

Why work harder than you should? Contact Weichert at 1-877-533-9007 to learn how their cutting-edge tools can help you exceed your business goals in less time.

 

 

Need A Lead Magnet? Give Them Something They Want.

Lead Generation

As a broker, you have carefully built your brand through targeted advertising and marketing. You have strategically calculated a marketing plan to funnel quality leads in a variety of markets to your agents to help them close more transactions. Your website, social media presence and other digital marketing is part of your overall plan. But how much time do you spend chasing these leads? The time you have invested should not outweigh the amount of leads generated.

Buyers and Sellers Want More

Today’s market is different than even five years ago. Buyers and sellers want more value out of a brokerage. Specifically, they crave quality information. No longer are buyers and sellers content to sit back and roll with the fact that an agent has years of experience in real estate and has closed a certain of number of sales in their neighborhood. Instead, they want specific information presented to prove that agent’s expertise. More importantly, prospects expect a high value from the material they receive.

Tempt Prospects with A Giveaway

One way to stop chasing listings and build your brokerage into a lead magnet where prospects come to you is through the value of a giveaway, such as a short, easily accessible video, e-book, infographic, quiz, guide, handout, resource or checklist or free home inspection for new listings. Create a giveaway that builds value and tempts prospects to give up their name and contact information to get the free material. The material should be well written and designed and present your brand as an authority to build long-term trust and add monetary value in the eyes of your prospects.

Create A Relationship

The point of the giveaway as a lead magnet is to alter your prospect’s mindset to be predisposed to use your services. The topic of your materials should be clear-cut, easily read in no more than 5 minutes and address a distinct topic that provides specific answers. The prospect should feel a relationship with your brokerage after reading the material that prompts her/him to act.

Know Your End Goal

To decide the topic of your material, you must know the end goal, such as increased revenue or list building. The market segment you are going after is also important. What real estate pain point are you addressing in your giveaway that will turn prospects into hot leads for the desired target market? For instance, luxury sellers may be interested in top-notch staging tips and resources. Speak to the desired pain point and prospects will more readily give up their contact information.

List Building Management

A well-calculated giveaway campaign can bring in hundreds of leads. It does no good to attract leads and build your marketing list if you don’t have a good CRM system to organize your marketing efforts. Is your CRM up to the task? Review your current system to see if it stands up to others on the market for functionality and number of contacts. Now may be the right time to upgrade your CRM system if you’re just not getting the value out of it that you need. Weichert, for instance, offers a CRM system to its affiliates that is directly tied to the best practices and processes we teach for lead generation and follow up. It is integrated into our national lead network and provides efficiencies in lead handling that are unsurpassed in the industry.

Lead Magnetism Doesn’t Happen Overnight.

Brokers know that there is no silver bullet when it comes to generating leads. A variety of tactics executed regularly is what works to improve your lead generation in less time. But it’s hard when you are doing it all on your own. That’s why franchise affiliation is often a great solution for brokerages. By plugging into their resources, you are able to leverage their expertise and marketing materials to be able to compete effectively in all of these ways, including having a CRM to properly manage and close incoming leads.

For more information on how Weichert can turn your brokerage into a lead magnet, contact Weichert® today at 877-533-9007 or go to https://weichertfranchise.com .

Don’t let Leads Go Cold Part 2 – Have a Follow Up Process

Lead Follow-up

In Part 1 of this series about keeping leads warm we discussed the new definition of “responsive” and the importance of being that first conversation with a lead. In the second part of the series our focus moves beyond responsiveness and answers the question: “How do we nurture and leverage all the contacts we make even when they aren’t ready to engage?”

Facts About Lead Follow Up

A study by the Harvard Business Review found that most businesses fall into a pattern of neglect when it comes to leads. They waste about 71 percent of leads by not following up or stopping contact too soon. Then consider that lead-to-close rates in real estate sales run between 1% and 5% in most studies and you begin to see why every contact is precious. For every 100 contacts an agent gets, they will do a deal with 1 to 5 people. If an agent is not engaging every contact and their close rate is at the lower end of that scale, they are doing themselves a disservice and limiting their income potential.

The message here is clear for brokers and their agents: Even if the vast majority of leads do not immediately turn into transactions, each new lead should be treated with a sense of urgency and pursued as if it is coming from a ready, willing, and able home buyer or seller. Most experienced real estate professionals we talk to understand this intuitively, yet many of those same individuals struggle with both the timeliness and the consistency of this follow up for all but the most promising opportunities.

Contacts are Investments

Timely response to leads makes the prospect feel appreciated and makes the impression that you are a highly responsive professional. But how do you nurture contacts who are not ready to move forward?  Here are a few ideas from the team at Weichert Real Estate Affiliates.

  1. The contact information of the person can be added to your CRM system for periodic email contact and promotion. The more information you can record about the individual in your initial conversation, the better. This includes address, profession, reason for the contact, family members, ages, even birthday’s or anniversary’s if possible.
  2. They can be encouraged to like your office or business Facebook and Instagram Pages, increasing the reach of social media marketing efforts.
  3. Things like birthdays can be put into your CRM system so best wishes can be sent as a reminder that you are there for them.
  4. Send them a hand written card in 6 months reminding them of your conversation in some way. They’ll be impressed that you haven’t forgotten them and the personal touch will be appreciated.
  5. A newsletter can be mailed or emailed to them periodically to stay front of mind.
  6. They can be personally invited to open houses, improving the pool of potential homebuyers for all such activities inside your brokerage.
  7. Host a home buying/selling seminar and invite them to attend.

All this nurturing is done by the most successful associates and creates the kind of relationship that can lead to an active lead, when the prospect is finally ready to move forward.

Nurturing Contacts Efficiently

As Brokers, we need to focus on helping our agents close sales and often the time required for good follow up on everyone else is hard to come by.  Nurturing leads tends to slip as a priority when faced with clients active in the home search or the offer stage. That’s why having both a regular process and tools for lead nurturing can be so valuable to brokers and agents. An obvious aide to efficient lead nurturing is a good Real Estate CRM.  As an example, Weichert offers its proprietary system to all affiliates called Weichert®PRO. This system is tied directly into our national lead generation technology, enabling both brokers and agents to effectively manage more leads and clients. Things like planning, promotion and follow up from an open house are facilitated within the tool, leveraging software designed specifically for that. Email campaigns can be configured to regularly stay in contact with everyone on your contact list. Even personalized ones can be easily generated for birthdays and anniversaries etc.

But perhaps most important is the use of a specific process for lead follow up that is timely, efficient, and personal. For instance, at Weichert we have developed a system for nurturing that is actually supported by our CRM tool. The tool perfectly aides this process, and your team can define highly effective nurturing campaigns, while spending less than ½ hour a week to keep those leads from going cold.

Follow Up Makes a Big Difference

Whether it is a phone call after an initial meeting or a handwritten note expressing gratitude for the opportunity to earn their business, small gestures do mean a great deal. It’s definitely the Weichert Way. When you make a personal connection with leads early, it increases the effectiveness of all future communications and lays the groundwork for a successful long term relationship.

If you would like information on how your brokerage can benefit from the training and lead nurturing tools provided by Weichert, Contact our team at https://www.weichertfranchise.com  today.

Don’t let Leads Go Cold Part 1 – Being Responsive

Real estate lead generation

As an experienced real estate broker, you’ve spent your time in the trenches as an agent doing whatever you had to do to create buying and selling opportunities for yourself.  How do you help your agents approach their business with the same level of excellence?  You can probably think of instances where  buyers or sellers slipped away because follow up was a little late, or even non-existent.  Perhaps some competitor was just a bit quicker on the draw or had the right message at the right time and so a nice opportunity quietly disappeared because there wasn’t a safety net to ensure that it didn’t.

At Weichert we are razor-focused on the nurturing of leads and we can confidently say that ability to keep leads warm until they are ready to act comes down to exactly two things: responsiveness, and follow up.

The Definition of “Responsive” In An Online Age

If a client has taken the time to make contact by phone or through the internet, that’s a big step toward opportunity. What they want is to speak to someone, and generally the first person to do that will have the best opportunity to work with them.  While online leads now bring most new business opportunities, studies have shown that online leads go cold incredibly fast. A study by Harvard Business Review shows that companies that contacted leads within an hour of receiving them were nearly 7 times as likely to engage with the lead vs. companies that took just a ½ hour longer—and more than 60 times more likely to engage with the lead than companies that waited 24 hours or longer!

When you look at how leads are handled by your office and agent team, there are a few questions to ask:

  1. How often does an initial phone inquiry go to voicemail?
  2. How long does it take to follow up on these leads?
  3. How many calls are unanswered and then no voicemail is left at all?
  4. How long does it take for your team to respond to form inquiries from internet or website sources?
  5. How quickly are after hours contacts handled?
  6. Do you have a process for assigning leads that come into your brokerage?

If you don’t have a good real estate lead-handling system in place for your brokerage or know how well your agent team is keeping up with incoming leads, you could be letting good opportunities slip away.  This is an area you may want to look at bolstering within your brokerage.

Large real estate brands often centralize their contact handling to ensure all of these scenarios are addressed and handled in a timely and efficient manner. Weichert for instance, has a national call center which responds to internet and phone leads typically within minutes of receiving them. The leads are pre-qualified by our trained representatives and then immediately forwarded to qualified agents across the country for follow up. This occurs 12 hours a day, 7 days a week. By having this contact occur promptly, and screening for only the serious inquiries, our system creates the right first impression, and does not waste agents’ time with unqualified buyers or sellers.  It is an invaluable resource to our affiliate brokerages.

In Part 2 of this topic, we’ll talk more about what happens after you make that first contact with a prospect who perhaps isn’t ready to move forward.  How do you insure that you are the one that is there when they are ready, and how do you maximize the value of that contact in the meantime?

Stay tuned!

If you are a growth-minded broker looking for other ways to make your brokerage more productive and get to the next level of results, talk to the Weichert® franchise team today.

For more information visit https://www.weichertfranchise.com