Tag Archives: real estate marketing

Are You Using 3D Tours? Now Is the Right Time to Try Them

Although we may never have imagined how the world would be impacted by COVID-19, one thing that is for sure is that the real estate industry has reacted dynamically. One of the most obvious ways in which real estate agents and brokers have had to pivot during this challenging time is to go from making virtual and 3D tours a nice-to-have to a necessity in marketing listings. In fact, even buyer agents are finding themselves giving virtual tours of listings. If you’ve never used it as part of your marketing strategy, now might be the time to look into this technology. They may become a staple long after restrictions subside. Here are a few reasons why the experts at Weichert believe they should become an ongoing staple in your business.

How COVID-19 Has Changed The Status Quo

Before the outbreak, adding virtual or 3D tours using technology by companies like Matterport or Ricoh Tours to let buyers tour the property was a luxury. However, the cost of producing these and the equipment needed has become fairly reasonable and there is no reason not to use it. Most brokers who have invested in them will speak to the positive impact they can have on the ability to deal with an increasingly virtual real estate industry.

What are the upsides? By being able to share the tour digitally on social media and email, you can increase overall exposure for the property. You can also reach potential buyers who may normally not have been able to attend an open house due to distance or scheduling conflicts. Because 3D tours give viewers a better idea of the space and flow of the home vs. still photography alone, viewers will get a better idea of whether a particular property is really a potential match for them. This also helps make the process more efficient, so you are spending additional time showing the property only to those who are most serious about it.

What Should You Include in Your 3D Tours?

Just like with any piece of marketing material, 3D tours are not all created equally. If you really want your virtual and 3D tours to spark deals, you need to be strategic with them. Just like when you are taking professional photos, make sure the home is staged properly and free of clutter. Make sure to capture all the best aspects of the home, including the exterior. Here are some other things to include in your tours to increase viewership and conversion rates:

 Give Them a Reason to Watch: When promoting the tour, make sure you include reasons for people to watch or engage. In this, there is an art to really paring down the excitement of the listing to a soundbite which is something most agents are well acquainted with doing. Let potential viewers know what they will learn during the tour and how they will benefit from the tour. You may even want to host a contest and announce the winner during the tour if you elect to do a live version.

 Promote Lifestyle Benefits: Rather than just listing off the characteristics of the property, let your narration explain how the property provides a specific type of lifestyle. Don’t just tell them what the house has, but showcase how they benefit from what the house has.

 Provide a Call-To-Action: Make sure you include a strategic and easy call-to-action at the end of the tour. This could be to schedule a private tour, contact you for questions or anything else you want the viewers to do next.

How To Get More Leverage With 3D Tours

Just because you may be hosting your virtual tour on one platform does not mean that you shouldn’t also use it on others. Share your tour to all of your social media accounts, a blog post about the listing, your email newsletter, and any other marketing materials you produce for the property. Furthermore, you can give your tours a popularity boost by including relevant hashtags along with your posts on social media and boosting these posts on Facebook.

While it is still uncertain how much longer it will be until people are comfortable freely going in and out of properties again to view them, you can be sure the use of 3D and virtual tours are here to stay. The brokerages that adapt will become stronger as a result. Weichert and its affiliates know first-hand how important it is to evolve sales practices and adopt new technologies as they become available. It keeps the entire team ahead of its competition while empowering them to do more.

To learn more about how to grow your business with a Weichert franchise go to weichertfranchising.com.

Use Video To Enhance Your Personal Brand In 2020

In 2020, there is absolutely no denying that real estate agents and brokers need to make video a priority. Not only is video content important for helping your real estate website gain listing visibility in search engines, but it is also a powerful tool that helps potential clients connect with your personal style and brand.

The most common videos in real estate remain virtual tours; however, there are many other ways that you can use video to enhance your real estate brand and carve out a powerful name for yourself. Here are some practical ways that you can incorporate more video into your personal branding strategy from the experts at Weichert.

Translate Your Blog Posts Into Videos

Are you already generating a regular real estate blog or regular social posting? You can get more leverage out of every post by translating that content into a video. All you need to do is use your blog post like a script to showcase your expertise. Affordable software like ContentSamurai can create videos from your blog posts in seconds by automatically analyzing the content! You can also use videos to supplement your blogs. For example, if you write an article about how to stage a house to get it ready for the market, you could include videos of you showing them how to complete the steps in the article.

Interview Local Businesses

The top experts in branding and marketing will tell you that as a real estate agent or broker, it is in your best interest to make your company name synonymous with your market. In other words, when someone thinks of your market they should automatically think of you and vice versa. One of the best ways to accomplish that goal is to use content like videos to showcase your expertise on all things local. Take time to interview and feature local highlights on video, like restaurants, boutiques, schools, and attractions that make your market such a great place to live. Since those businesses will be grateful for the free advertising, they are likely to promote your videos as well, gaining you lots of extra and free exposure to potential clients.

Showcase Members Of Your Team

One of the best ways to help the community get to know your business and recruit new members to your team is to showcase those who are currently part of your team. For this tactic to be effective, you need each video to clearly communicate the following:

  • The agent’s role within the team
  • The agent’s specialty or niche
  • What makes them unique
  • Why they chose to work in real estate
  • Why they chose to join your team
  • What they love most about being a member of your brokerage

It is a good idea to feature these videos on your website, social media, a newsletter, and YouTube channel. When done correctly, each one of these interviews will provide confidence and social proof to clients who are considering hiring a member of your team, as well as and agents looking for a brokerage.

Gather Video Testimonials

Speaking of social proof, it is well worth your time to gather video testimonials from clients as well. Before hiring an agent to represent them in the largest financial transaction of their life, they want to know that other people just like them have had a positive experience with that agent. Video testimonials are more powerful than written ones because they can better communicate the emotion behind the words. Ask each client to tell the story of why they chose to work with you, what impact you made on the transaction, and what they enjoyed most about the process.

Profile Your Farm

Another extremely powerful way of pushing your real estate website up in the search engines is with hyperlocal content like neighborhood pages or profiles that showcase each city or neighborhood you serve. While there should be written content and links to any blogs that are relevant to each neighborhood, you should also include as many videos as you can. One easy way to do this is to ask the photographers that work your listings to do a drone shot of the neighborhood in addition to the house.

Becoming a master content creator with video will dramatically elevate your brand awareness and overall success. It should be one of the many tactics you employ as part of a comprehensive marketing plan. A partner like Weichert can give you the guidance and tools to own your market.

For more information about how Weichert can empower you to grow your brand, go to www.weichertfranchise.com.

Improve Your First Online Impression

These days, buyers, sellers, and agents are finding you for the first time online more than ever before. According to a study conducted by NAR in 2018, more than 90% of home buyers conduct their home search online. So, whether it is from a listing that matches their search, social media, a third-party website, or a blog post, you want to make sure that their first impression of your brokerage sets you apart from the competition and leaves a lasting impression. Here are some things you can implement to help you start these relationships on the right foot.

Keep Agent Team Webpage and Social Profiles Current and Active.

For both Gen X and Gen Y clients, nothing raises a red flag quicker than a Facebook page that hasn’t had a post in a month. Website and social profiles should regularly showcase the skills and experience of you and your team in a visual and relatable way. It tells customers why you’re the right partner for their real estate transaction.

An effective profile contains:

  • A high-quality photograph (headshot only) presents your team members as likable and trustworthy. You don’t necessarily need to hire a professional photographer but avoid ‘selfie’ shots with shadows or odd angles. Encourage your team to dress professionally (no ballcaps or sunglasses) in their online photo. Update photos about every 2 years or when a team member’s appearance changes significantly. People expect to meet the person they seen online.
  • An engaging bio that tells a story about each team member. The bio establishes credibility with potential clients by being relatable; avoid using the bio like an advertisement. A useful bio will outline qualifications, personal background, and the kind of partnership approach you will take with clients. Team members can also use their bio to explain their knowledge about the local market and share client testimonials.

Since each team member is an extension of your brand, the language, and style of their bio should be consistent, and reflect the values of your real estate brokerage.

Craft A Content Plan

Content remains king in the information age. At the core of every successful real estate content marketing strategy are three things:

A clear vision: In order to best optimize your content and resonate with your ideal clients you need to create a comprehensive profile of who they are, what they seek, and what problems they face. Decide what you want to accomplish through your content plan.

Altruism: Make sure that all the content you post is in the best interest of the target audience. If you constantly try to promote yourself throughout your blog and other content, you will alienate the people that you are trying to attract. Instead, aim to inform and entertain them by delivering the content that they crave without any expectation of getting something back.

Consistency: Create consistency with all of your content to present a more polished perception. Not only should everything look, sound, and feel the same, it should be posted and updated on a consistent basis.

Since you can never be sure which piece of content someone will find first, it is important to regularly update your content on brokerage blog posts, social media channels, and pay careful attention to your images and videos. An active and relatable set of digital channels can be like honey to the bees for creating a first impression that leads to engagement.

Leverage Testimonials

One of the main driving factors behind a buyer’s decision-making process is social proof. Here you really only get one chance to make a first impression. With so many competing brokers and agents out there, the one with visible, authentic sounding, properly attributed reviews will often be the one who gets the call.

Luckily, online reviews are easier to collect and control than traditional word of mouth. Get the most out of every testimonial, no matter where it was collected from, by posting them everywhere people can find you like your website, profile pages, various social media profiles, third-party websites, printed materials and newsletters. There are many resources out there available to help you do this.

Affiliation Can Help Make Your First Impression Stronger

Making a great first impression is one thing, but you have to have the infrastructure to live up to customers once you get them. Sure, you can build all the tech, tools and systems on your own, but it takes a lot of blood, sweat and tears and you have a business to run! By finding the right brand to affiliate with, much of the heavy lifting will already be done for you.  All you have to do is apply it to your already successful business. Weichert franchisees benefit from a comprehensive suite of branding, technology, lead generation, marketing tools, and training that allow them to always put their best foot forward on and offline.

The power of a carefully built brand, like Weichert, gives every franchise owner a leg up in their local marketing and recruiting. When coupled with our proven systems for everything from personal branding, to training, to brokerage management, you can finally spend more time working on your business, instead of in it.

For more information about how Weichert can help you strengthen your brokerage’s first impression, go to www.weichertfranchise.com or contact us at 877-567-3350.

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.