Tag Archives: real estate marketing

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.

Trends in Smart Home Technology

 

When it comes to home automation and technology, it’s getting seriously exciting out there. Falling Price points for smart home equipment, and the availability of supporting mobile device apps for control and monitoring, have made much of this tech affordable for the do-it-yourselfer or homeowners of modest means. More and more homes are incorporating smart home features and equipment every day, and failure to properly highlight these features is a missed opportunity, particularly when marketing to millennials and other tech-savvy buyers.

Most Brokers probably don’t have a lot of fully equipped smart homes in inventory, but many homes may have some built in features that can be highlighted.  Even if they don’t have any, however, the wireless nature of modern smart home systems makes almost any home a candidate for some really cool and affordable tech. So the real question for brokers is: How are you using trends in smart home tech to market your homes?  Are you creating a vision of the smart home for potential buyers even when a home isn’t yet equipped? And when it has some capability are you highlighting it?

Smart Home Capabilities For That Selling Advantage

If you don’t have connections with reliable smart home or security system companies, you probably should. These systems are often integrated together and present some amazing capabilities for the homeowner.

  1. Voice control: From Amazon’s Alexa to NEST, Sonos and Lutron systems, the voice-controlled home is the tech to beat. These popular fully-integrated home systems allow users to control lighting, thermostats, music systems and much more with simple, effective voice commands.
  2. Aesthetic networking: Technology is as integral to modern homes as plumbing or electrical systems, yet the networking these systems require always looks like a cluttered mess – until now. Tech-savvy home buyers are choosing attractive, unobtrusive Wi-Fi routers and systems that are hidden in walls and ceilings or meld perfectly into their design aesthetic.
  3. Watch Your Home – From the Beach: Remote video monitoring of your home, your babysitter, your dogs, even locking/opening your doors and turning on the A/C is all something you can now do while lying on the beach.  Affordable camera systems in your local electronics store can be easily set up, are wireless, and you can connect to them using an app on your smart device or tablet.
  4. Indoor air quality monitoring: There’s nothing better than a breath of fresh, clean air – but how can you ensure that that’s what you’re getting in your home or apartment? Electronic sensors can monitor air quality for VOCs (volatile organic compounds), C02 levels (carbon dioxide), carbon monoxide levels and even humidity. They can also be linked to systems that then expel the unhealthy air and introduce clean, filtered air into the home.
  5. Motorized window coverings: Automatic, motorized shades for windows are seeing a significant increase in interest, whether they are being used for security, privacy or just convenience. They can be set on timers to open and close at specific times of the day, and can even be integrated into your home control system.
  6. Outdoor TV: Want to catch the game while you’re BBQ’ing and watching the kids in the pool? Well, an outdoor TV is the solution. Homeowners are showing significant demand for these devices which have become more affordable than ever before.

Smart Homes Are Both A Technology And A Vision

While fully equipped “Smart Homes” don’t come into your inventory every day, your ability to talk the technology, have good partners for consultation and installation, and to create the vision for clients as you walk through homes can differentiate you and help you close the sale. Smart homes are an idea whose time has come and real estate agents can use this to market homes, whether they are smart home ready or not!

4 Reasons Why Using A Real Estate Contact Management System (CRM) Helps With Your Lead Management Strategy

In the real estate industry, leads are everything. They’re what can build your business, help you grow, expand your team and increase profits – but too often, promising leads can get lost in the day to day frenzy of activity. This is where a real estate CRM system comes into play. These software systems are developed specifically for the real estate industry in order to help your team make the most of their leads.  Here’s how:

  • Better management of leads by agents on the go:

Productive real estate agents are often out of the office, whether it’s going door-to-door finding prospective clients, making listing presentations or closing deals. However, it’s equally important for agents to effectively and efficiently follow up on leads while conducting these day-to-day business tasks. Prompt and consistent follow-up is crucial in closing a lead and a CRM system allows agents to respond, track and follow up on leads wherever they are through smartphone, laptop or tablet.

  • Fewer missed opportunities:

In a tech-savvy industry, potential clients and leads can come from a multitude of sources: from your existing book of business, website and social media pages as well as through phone calls and emails. Checking up on these manually can quickly become a nightmare and being unable to manage leads or stay in front of client needs effectively means missing out on opportunities. CRM systems make it easy to collect and respond to these queries through automated tracking, customized management and even automated responses. An agents’ leads and business contacts can be organized in a user-friendly interface and they can set reminders for follow-ups.

  • Convenient integration with lead flow sources:

If you are fortunate to have a good source of incoming leads, the best real estate CRM systems will integrate with those resources, making it easy to follow-up on and manage the lead from receipt until close. For example, Weichert attracts more than 3 million web visits every month to its website, driving leads to its call center where they are screened, qualified and transferred to an agent in minutes. Those lead details are then transferred into the agent’s profile in WeichertPro, a proprietary CRM, where the agent can then use the software’s tools to follow up and manage the lead to close.

  • Boosts customer service:

Customer service excellence is essential for any company looking to make a positive impression and get a leg up on its competition. CRM systems ensure that no queries go unanswered – which can be a real differentiator in the real estate industry. With innovative contact management, all your contacts are available at your fingertips and grouped to your specific requirements. CRM systems can even send timely, personalized emails on your behalf, without you needing to do a thing. These are the small touches that can make a big difference in your bottom line.

Get the Most Out of Real Estate Lead Generation with the Weichert® CRM System 

The Weichert Franchising System combines decades of real estate experience and expertise with cutting-edge technology, real estate coaching programs and tools, including an innovative, easy-to-use real estate CRM system. Designed to support real estate agents and agencies that want to grow and succeed in a tech-savvy market, this system focuses on combining high-quality lead generation resources with streamlined customer service and real estate business management tools.

For more information, please contact us today and see if the Weichert Franchise is a good fit for your brokerage.