Tag Archives: real estate lead generation

Are You On the Fast-Track to Success or Failure?

Brokerages fail for many reasons, but sadly many real estate businesses follow the same, time-worn path. Is yours one of them? To ensure success, you’ll want to avoid common mistakes. However this is a lot easier said than done, as in real estate, brokers often assume the path to success is the most heavily traveled one. Here’s how to avoid taking the wrong exit.

The Recruitment Express Lane

Many brokers don’t focus on recruiting. It’s a sporadic activity at best, often prompted by a vacancy left by another agent. Yet recruiting is critical to putting your agency in the fast lane for growth. Jim Weichert discovered this early on. By making recruiting an organized activity of your office, you create a pipeline of agents that will ensure a steady flow of business. Agents will always come and go, but a strong pipeline will minimize any disruptions in business. What makes up a strong recruiting strategy? Setting goals for hiring and staffing. Consistently engaging in the right activities to attract prospects and having attractive marketing materials to effectively market your brokerage. Once you’ve hired them, you want to retain them. This requires you to consistently promote your value as a brokerage. What do you offer your agents? How do you support their professional development?  How do you help them secure listings? How do you help them find buyers? What types of farming support and systems do you provide to help them grow their business?

Sales & Listing Rubbernecking

Many of today’s agents tell us that they’re feeling the pain of today’s low inventory market and are always on the hunt for a leg up on lead generation. This can too often leave your best agents peeking over the fence toward the seemingly greener pastures of competitive brokerages. A recent Inman survey of agents identified buyer leads (32%) and listings (30%) as topping the list of valuable services their brokerage does not–or could do a better job of– providing. What are you doing to help generate sales and listing leads for your agents? Do you have a highly dependable and productive lead and listing system for keeping agents engaged? Or brokerage specific Customer Relationship Management (CRM) software for effectively managing customer contacts? In today’s high-stakes, instant-access mobile world, minutes could cost you a solid lead. Stop looking back at what competing firms are doing, and zero-in on what you can do in your own brokerage to reach success by developing a coherent and disciplined action plan with tried-and-true methods. When your agents perform well – so does your brokerage.

Agency Bypass

How do you stand out in your market to avoid being bypassed? Building a strong presence requires consistency. Consistent marketing, consistent promotion and a consistent level of customer service by your agents to create a memorable experience for clients. However, it can be a daunting task to implement those things and keep up with them all by yourself. Joining a national brand is a great way to raise your profile. It also allows you to tap into constantly refreshed resources for marketing, promotion and training of agents so they are confident, productive and can provide the best real estate service in the market and stand out from the crowd. You also benefit from networking with peers to learn what has worked for others with similar challenges.

Paving a Smooth Road Ahead

You wear a lot of hats to ensure your brokerage’s success – but you don’t have to go it alone. Tested and proven systems and tools exist for successfully addressing your brokerage’s growth challenges. You already know you have to attract agents, stand out from the competition, boost listings and move inventory faster. A franchise partner such as Weichert is an example of a resource with proven, successful systems that businesses can plug into encompassing everything from recruiting and securing listings to attracting and managing leads to marketing your brokerage. Discover how to put a Weichert® real estate franchise opportunity to work for your business today.

This blog was originally posted at: https://www.weichertfranchise.com/real-estate-broker-marketing/fast-track-success-failure/

When It Comes to Marketing, the Mix Is as Important as the Message

Let’s take a glimpse back at realtor marketing in the 1960’s: mornings began with a meeting where realtors discussed and previewed new listings. Afternoons included real estate lead generation activities such as door-to-door canvassing and conversations with walk-in customers. Remember, two-car families were rare, and some homes didn’t have phones.  Advertising was straightforward. Realtors handwrote a few ads and gave them to a secretary who placed them in the local paper on a rotational basis.

Fast forward to 2019: you face new challenges when marketing your brokerage. We live in a digital world where people order food, buy airplane tickets, and watch movies online. We’re connected to at least one device all day, every day. It’s not surprising that more than 90% of prospective buyers use online research throughout their home-buying process, according to a National Association of Realtors’ survey.

Marketing your realty today includes more than advertising or a catchy slogan. Marketing encompasses all the activities you participate in to generate awareness and encourage engagement with your team. From business cards to billboards, yard signs to presence at community events, these are all part of an effective marketing mix to keep you top of mind and encourage clients to think of you first when they need a real estate professional. Balancing traditional marketing tactics, like advertising, direct mail with things such as open houses and digital advertising creates an effective mix of activity that puts you in more places, gives you more connection opportunities and creates a greater chance you will be seen by your target audience.

Traditional Marketing Establishes Your Brand

The strengths of traditional marketing efforts like direct mail, print ads, and billboards are noteworthy:

  • You can reach a broad local audience in a region, city, or neighborhood.
  • Delivering a consistent message across billboards, print advertising, and signage gives clients several opportunities to see your brand and get a sense of what you’re about. Clients can save hard copy marketing materials like brochures and direct mailers as reference tools. People connect emotionally with tangible items.
  • Clients are familiar with traditional marketing and easily understand the messages you deliver with this type of media.

Importantly, traditional marketing activities boost awareness of your company, helping your brand become known and recognized. People seeing or hearing your message may not need a real estate agent — yet – but your realty name will be familiar when they do need one.

You can also use traditional marketing efforts to encourage engagement with your digital programs. Including your website and social media links give potential clients more information as they shift from a passive observer to an active seeker of your support.

Digital Marketing Generates Real Estate Leads and Brokerage Awareness that Helps Connect

Digital marketing adds power to your traditional marketing activities; however, it does not replace them. It supplements them. Digital marketing tactics like blog articles and online ads allow you to reach clients when and where they are online and ensure your messages meet their needs.

Here’s what we mean:

  • You can deliver messages cost-effectively through multiple channels. Videos, email blasts, and targeted ads give potential clients a variety of ways to learn about your company. Since digital marketing goes where clients are, there is a greater chance you can reach who you want, when you want.
  • If you have news about real estate in your market or receive the same question repeatedly from clients, you can adjust your digital activities in real time. You can add digital content or revise existing information quickly and inexpensively.
  • Response to digital marketing can easily be tracked with metrics. Unlike traditional marketing, you don’t have to wait for data to accumulate or guess about whether you reached your audience. You’ll know how many people visited your website, which pages they read, and whether they downloaded your whitepaper. With information about how well your messages connect with clients, you can adjust how you engage with them.

Digital information can be easily shared and redirected from one potential client to another, creating ‘brand ambassadors’ who help you with additional real estate lead generation.

Non-Advertising Promotion

Then there are the activities outside of advertising that are just as important in promoting your business and connecting you with clients, such as lead gen programs, open houses, yard signs, participation in community events and hosting educational seminars. These are all tactics you need as part of your marketing mix to stay in front of consumers through a variety of channels and also provide the necessary ways to connect them with your services when they are ready to buy or sell.

At Weichert, we teach the importance of engaging in a variety of activities to build brand in your local market. Our coaching team provides a roadmap and is available to guide you every step of the way. Through Weichert tools, systems and approved vendors, you’ll have a foundation on which you can build a solid marketing plan that works for your business.

To learn more about affiliating with Weichert and building your brokerage, call us today at 877-567-3350 or contact our team today.

Not All Real Estate Franchise Systems Are Built the Same

Weichert Franchise

What To Look For if You are Considering Affiliation

Once you’ve made the decision in your mind that you are ready to move from being an independent brokerage to a member of a franchise, the next question is: “Which one?” With dozens of national real estate franchises to choose from, you need to look closely at which is the best fit for you and your agents and which will bring you the best processes and systems for growth.

In other words, in looking at each franchise you’ll need to ask, “What’s in it for me?”

How Does the Franchise Support Its Franchisees?

Some real estate franchises offer little more than their brand name and access to marketing materials, and you are left to do everything else on your own.  When you consider an affiliation, you should make sure that your franchisor is not only offering a recognized brand name to leverage, but is providing an active and comprehensive plan for your business growth that has proven to be effective.

Will you be treated as a valued member of their franchise family? Will your new franchisor be there when you need assistance? Do they offer a proven methodology for recruiting and selling? Will joining give you a support network to alleviate that feeling of being all alone and give you a place to turn to for advice and guidance when you need it? Will your growth now be an ongoing collaborative effort between you and your franchisor that empowers you to make positive, productive decisions for your business?

When evaluating real estate franchise systems, ongoing training and support has to be a key component of a solid franchise business proposition. The industry doesn’t stand still, so neither can you or your agents. It is important to keep skills sharp to continue to compete. For instance, at Weichert, affiliates are taught a system for success. The tenents of this system are reinforced in the training and tools we provide brokers and their agents through multiple channels that are active and always a step ahead. It includes personal, expert consultation from our service team when you need it, online training for both brokers and agents, leadership seminars, regional trainings, webinars, Weichert University our 24/7 online training portal, and expert coaching for every aspect of your business. This practical, comprehensive and “hands-on” partnership brings continual insight and support to brokers and their agents, especially in the toughest times.

Technology and Tools

Will the franchises you are considering provide you the right technology and tools to help support your business and help your agents be productive?

Technology is changing so fast that it can be difficult for an independent broker or their agents to keep up. You should be able to look to your affiliate to furnish the latest, intuitive technology and tools and to provide a constant source of training and coaching around their use.

For example, just a few of the tools Weichert provides its affiliates include a CRM (Client Relationship Management system), paperless transaction management system, web-stores with customized marketing templates and a digital tool to help create a killer listing presentation. Our “Doors” listing presentation is unique in the industry and is constantly cited by our affiliates as key to their stellar close rates. Tools and training should be available to you and your entire team in a way that completely supports your growth objectives and go-to market strategy.

Weichert also invests in lead generation. It drives traffic to its national website which generates leads that are screened and passed to a live agent within minutes.  It’s a great supplement to an agent’s day-to-day sales activities.

At the end of the day, the more you can provide your agents, the more valued your brokerage will be in their eyes.

Recruiting Support

Recruiting agents may be the single most important part of getting to the next level of success with your brokerage. Too many brokers reach a plateau with their agent count and can’t seem to move past it.  Real Estate Franchises like Weichert not only provide you the advantage of a recognized brand name, but they provide you with a system of best practices and support tools to help you get and keep the people you need to be successful.  Once you get your recruits, Weichert also offers its Fast Track training to help you get them up and running fast.

Talk to Other Franchisees

When evaluating Franchise opportunities, by all means call other affiliated brokers in your area or even across the nation to discuss their experience with the company. Any Franchisor worth their salt will be more than happy to supply you with names and phone numbers of other owners to call. Get them to speak candidly about their experience both good and bad. Your goal is not to find the perfect franchise, but to find one that is perfect for you.

Carefully consider the culture of the franchises you are considering. A good fit shouldn’t require you to change everything you do and how you do it. After all you’ve already built a successful business. Instead a good franchisor should roll up their sleeves and get in the trench with you. They can show you better ways to do things and better tools to use, but you will bring a lifetime of knowledge about your market and your people. The best model for franchising is active collaboration.

Start your Conversations with Weichert.

Deciding to affiliate is a big deal, we get it. But if you do it right with a company like Weichert, your only regret should be that you didn’t make the move sooner.

Call us today at 877-567-3350 or visit https://www.weichertfranchise.com

 

How to Make Millennial Real Estate Agents Feel at Home in your Brokerage

As you recruit agents into your brokerage, it’s important to acknowledge there are differences in the way various generational groups communicate, respond, work and interact. Understanding these differences can be your secret weapon in motivating and communicating effectively with your team. Millennials currently make up the largest portion of the workforce and account for 50% of workers in the next 2 years. Here’s how you can make sure your brokerage is a good fit.

Values That Match Their Own

As an experienced broker, you already have a good handle on the basic qualities that an agent looks for in evaluating a brokerage: leads, commission splits, support, education, etc. However, if you want to both attract and retain Millennial real estate agents, you’re going to need to appeal to more than just those cornerstones. The desire for self-fulfillment is strong in this generation and drives them to seek out companies that strongly support their growth and learning at this stage of their career and down the line. Millennials are especially driven towards companies that promote a positive, well-rounded and healthy culture. If they do not form a strong connection with your company culture and trust in its genuinely altruistic nature, they will not hesitate to leave for greener pastures. This is a key difference from the Baby Boomer generation who has more of a “pay your dues” mindset and would usually stay with a job for years to gain experience. By contrast, a Millennial will leave quickly if the fit isn’t there.

Technology That Supports Their Goals

Although it is not their top priority, tech is still an important factor for Millennials that have grown up with it. Tech-savvy tools like a CRM, modern website, and lead generation systems are mandatory to them. Like your company culture, this is an area where you will need to both talk the talk and walk the walk. If you are not yet familiar with all things mobile and social, now is the time to bone up. Remember, these tech-savvy newbies are looking for you to take them by the hand as their leader and show them the way. If you can’t show them at least some acumen and understanding with social, mobile and technology as well as real estate, you will struggle to convince them that they are in the right place.

Someone to Turn to For Guidance

Taking less experienced agents by the hand and making sure that they know they can turn to you for help or guidance is crucial; a rule that applies to new agents of any age or generation. Millennials seek out leadership that frequently engages in positive reinforcement. One way to do this is to find regular ways to recognize your agents for their various accomplishments. If you hold regular team meetings, this would be a good time to hand out various awards for goals reached or at least acknowledge those agents that are making progress towards goals set like listings taken or open houses held. This will also contribute to the positive company culture you are trying to foster.

Team Meetings

Team meetings help to build camaraderie and give a brokerage that familial feeling that Millennials crave from their place of work. The more that you can make them feel as though they are a part of a family working towards a shared goal, the more invested they will become in the overall success of the brokerage. Again, injecting your team meetings with positive reinforcement and recognition for a job well-done will resonate with Millennials. They are also a great time to offer continuing education on day-to-day issues that real estate agents face and technological advances that could help the team with their goals.

Do You Have The Right Stuff?

As Jim Weichert emphasized when he started Weichert, Realtors® over 50 years ago, it’s all about the personal. As a successful real estate broker, connecting with people on a human level is in your wheelhouse, so don’t be afraid to tap into those fundamental skills when working with Millennials. Making your brokerage more attractive to Millennials is just a small evolution, not revolution. If you have a holistic company culture, tech-savvy tools, an abundance of leads, and good systems for ongoing education, then Millennials, and everyone else will want to join you.

Weichert supports its affiliates with things such as sales meeting templates, an awards and recognition program, ongoing training, technology support and more, providing a perfect plug and play system to help brokerages create an optimal fit for Millennials.

With Weichert at your back, you can do even more. Give us a call today at 877-567-3350 or visit us at weichertfranchise.com for more information.