Whether it’s in a listing photo or a business photo, many real estate agents come across looking foolish far too often. As a matter of fact, sometimes the only thing worse is what happens WITHOUT a real estate agent! Here’s a compilation of just a few of our favorite epic fails in real estate!
Content Marketing is a way to provide information or resources to current and potential customers for the purpose of building brand credibility.
The goals of content marketing are to develop brand loyalty, customer engagement, lead generation, and customer education. You establish yourself as an authority on the subject matter at hand by providing free resources that consumers would be drawn to regardless.
Some of the most common methods for real estate professionals to use content marketing include blogging, guest blogging, social media, virtual tour videos, forum participation, ebooks, Powerpoint slideshows and presentations, infographics, and webinars.
B2B companies with a blog generate 67% more leads per month. Leads developed from an organic search have nearly a 15% close rate. 68% of customers will take time to read/view content from a name they trust.
Let us know in the comments how YOU use content marketing for your real estate business.
84% of real estate agents are on social media. This is good because, in such a personable occupation, you want to be accessible through multiple mediums. But if your Facebook, Twitter, or Google+ aren’t done well, then you may end up doing more harm than good. Luckily, there are social media dashboards to help you stay organized and accessible.
On this blog, we’ve discussed the platform Hootsuite which allows you to schedule and structure social media content. If you never got around to making a Hootsuite account – or simply weren’t impressed – there is a great alternative called Buffer.
Scheduling Out and Adding to Buffer
On Buffer, you can schedule posts to go out at certain times on certain dates, just like with any social media dashboard. But the added feature is that you can create a steady stream of content without having to schedule each individual post.
When you set up your account, you will set up Buffer times, or times when you’d like to see content go out. For example, we know the best times to post to Twitter are mid-morning and mid-afternoon. But with an unpredictable professional schedule, you can’t ensure that you’ll be able to post at those times. You can set Buffer to automatically push content at those key times.
Any time you see a page online you want to send to your followers, you just drop the link in your Buffer, and it will share without any effort from you. People will constantly see the resources you’re sending out, and you’ll stay at the forefront of your prospect’s minds.
Other Unique Qualities
In addition to the concept of “buffering” and a slick, intuitive interface, there are many other handy features available through this dashboard, all of which come in handy when you’re using Buffer for real estate business.
Don’t have anything lined up to be shared with your followers? That’s okay! Buffer offers unique posts every single day that it thinks would be valuable to your constituents. So even if you can’t find something creative to share with your people, you can stay relevant with material someone else found for you.
When you download Buffer, you will notice its logo everywhere. On Facebook, you’ll see the usual “Share” button on posts right next to a “Buffer” button to share that material later.
On Twitter, right next to the “Retweet” button, there will be a “Buffer” button to add that tweet to your queue.
Buffer makes it easy for you to share content, no matter where you happen to be in the World Wide Web.
In addition to ease sharing anything on the Web, they also make it easy to share no matter where you are. The mobile app is laid out exactly the same way as the website. And even though your Internet browsing apps may not come with the nifty “Add to Buffer” buttons, it’s easy to copy/paste the URL into your Buffer feed.
Have you ever used Buffer? Do you have a preference between Buffer and Hootsuite? If so, let us know what you think of the platform in the comments below!
We’ve written a lot about the importance of blogging, and even given tips about WordPress plugins and content ideas, but we recently came across some statistics from Hudson Fusion that really send the message home. Let the numbers prove why you need to start blogging on your real estate website—if you haven’t already—and learn about the many perks that come with having a blog!
Here are the five reasons why you need to be blogging:
First of all, did you know that companies and business professionals with blogs have 55% more website traffic? While the average monthly visitors to a site without a blog is only 1,480, that number jumps up 52% to 2,250 to company websites with blogs.
Furthermore, business websites with blogs generate 67% more leads per month. This is because blog content offers value to its readers. The more value a website has, the more people will be willing to interact with it.
Social media and blogging make the perfect pair. Having content gives you something other than yourself or your services to promote. By offering the value of your written content to the 5.7 billion combined users of the world’s top social networks, you’ll encourage social sharing and expand your reach.
Diversified blog content is crucial. Try to incorporate pictures, videos, and infographics into your blogging strategy. Blog posts with videos attract three times more inbound links than plain text posts, while visual content in general drives more engagement.
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Take a tip from the experts. 78% of Chief Marketing Officers believe that custom content is the future of marketing. In fact, 93% of B2B marketers are already using content marketing, and 58% plan on increasing their content marketing budget over the next 12 months.
In short, having just a website doesn’t cut it anymore. So start blogging today if you haven’t already, and reap the many benefits of content marketing!
You live in your community, you work in your community, so why not give back to your community? Realtor community involvement is crucial, and here’s why: If you want to be recognized as the local expert when it comes to real estate, it’s important to get out there and make yourself known by doing something positive and constructive in your neighborhood. If you’re not already involved, get ready to do some research and find volunteer activities that suit your interests and help you meet new people. After all, community involvement won’t only give you an opportunity to give back, it will put you in front of potential clients.
To get started, check out VolunteerMatch.org to find organizations that match your interests in your community. Before deciding how you want to get involved, think about the following things:
How much time do you have available?
When do you have free time/when will you be able to volunteer?
What are your interests?
Do you prefer to do a health, education, or cultural related volunteer activity?
Has your family been affected by a particular illness you want to raise awareness about?
What type of group do you want to volunteer with (children, women, the elderly, etc)?
What special skills can you offer?
Apart from doing volunteer work for non profits, consider participating in civic clubs like your local Lions Club, Rotary, or Chamber of Commerce. Also look into working seasonal events, like charity golf tournaments, walks, or runs. Furthermore, volunteer to coach an athletic team, attend fundraisers, help out at a local school, and/or volunteer at a church or community theater group.
Advice from Other Realtors
Chad Thompson, a Broker at Carpenter Realtors in Indianapolis, told Realtor Magazine:
I would definitely say that it’s worth getting involved. At first, it can be hard to know where to start. I was kind of at a loss. You don’t quite know how to get involved. But really, it’s a matter of reaching out to someone who’s already involved and asking, “How can I help?” Those people love to bring new people in. If you find something that’s interesting to you, be it a home tour or charity or whatever, you find someone who’s working there and ask. They might come back to you with a “Well, how do you want to help?” So it can be challenging, but when you start brainstorming with these people and going to the meetings regularly, it absolutely helps not only the community itself, but you do get people who recognize you and your business.
I highly recommend getting involved in fundraising as most of the parents are also homeowners and business owners and decision makers. What a wonderful way to get visibility and let potential clients see how you work both casually and under the pressure of a fund raiser. Plus you feel good while raising the funds.
Lynda Eisenmann, a Broker-Owner at Preferred Home Brokers in Brea, responded to Mike’s post by saying:
When my kids were young, as a full-time Realtor and single parent, my time was so very tight (like everyone) yet there were ways to give back to my community which in-turn benefited my business along the way. It was a real win-win.
Not only will community involvement establish that you care about your town and its citizens, it will allow you to meet other community-minded people: the movers, shakers, and decision makers. Furthermore, you will benefit from any free publicity your volunteering merits, whether it be a newsletter or a photo in the local paper.
Overall, Realtor community involvement means generating leads, linking your name to the community, increasing your brand awareness and public persona, and giving back to the place you call home.
ZipRealty recently conducted a survey of 2,500 online home buyers to find out how often they use online review sites and how it affects their decision to hire an agent. What follows are some of the survey findings.
First of all, when asked how often they use review sites like Angie’s List or Yelp, 10 percent of respondents said very often, 18 percent said someone often, 24 percent said not often and 38 percent said never.
When asked what would make these home buyers contact a Realtor they found online, 62 percent said they would pick an agent that had excellent reviews that were clearly posted by real customers. 22 percent would hire an agent that is active in the community, eight percent if the agent has impressive credentials, five percent if the agent’s “About Me” bio is well written, and four percent if the agent “has posted glowing comments about their service from anonymous clients.”
Respondents were asked: “If you got a recommendation for a real estate agent by word of mouth, would you do an internet search on them to learn more about them before you called them?” 43 percent of people said yes, while only three percent said no.
Furthermore, 65 percent of online home buyers said they would leave an online review for a real estate agent if they gave them excellent service. 19 percent said they would write one if they received average to poor service, 12 percent if they were personally asked to write a review, and five percent if the company the agent worked for asked the buyer to leave a review.
Lastly, respondents were asked: “If an agent had many five star ratings, but also had a few two star ratings, would you still contact them?” to which only two percent said no, whereas 38 percent said somewhat likely and 33 percent said very likely.
So, what do we take away from all of this? Even if all of your reviews aren’t glowing, it’s still important to have former and current clients reviewing your services online. By having real customers writing about you and your real estate skills, online home buyers will see that you are indeed a real person capable of helping them find the home of their dreams.
Here is your general introduction to IDX. Many agents hear a lot about IDX solutions, or even have the services available themselves, but don’t know exactly what it is. This covers how IDX rules are set, who they benefit, and everything else that comes to mind when you wonder “What is IDX?”
This also makes a great resource for your clients: Show them how the systems you have in place empower the buyer to be more involved in the real estate process.
Have you wondered how you’re going to pick the best online marketing strategy for you? With options like SEO, blogging, directory listings, and the 8,745,908,153 social media sites out there (give or take a few), it can feel a little overwhelming. Where do you start? Which channels are right for you? Many of these methods require at least some level of research and understanding of your target audience before you can even hope to answer these questions. And even if done right, they can often take weeks, even months to show results. Without the proper tools in place, measuring ROI can be a nightmare.
Enter PPC Advertising.
Created in the late 90s, this robust system allows you to put customizable ads in front of would-be customers/clients in various parts of their online experience (typically when they perform a search on Google or Bing, or those little side ads on Facebook, for example). If it’s enticing enough to satisfy their curiosity or promises to solve their problems, they’ll click on your ad. Every time they click, you’re charged a small fee (hence the name “pay-per-click”) and they’re taken to a page on your website where they’ll fill out a lead form and be entered into your buying funnel.
Simply put, no form of online marketing provides insight to the way people search and find the services you have to offer as quickly, deeply, and measurably as PPC Advertising. Period. But the benefits don’t stop there. Let’s go over 5 highly valuable benefits to using a PPC campaign to drive leads to your front door.
1. Exposure to New Audiences
With traditional print advertising, your scope is somewhat limited to the area around you (sending information to home buyers in other states doesn’t quite make sense), and the response rate is usually around 1-2%, meaning most of those go straight into the trash.
With PPC advertising, though, those response rates are often double or triple that. This is because those ads are carefully and purposefully placed in front of the people who are specifically interested in what you have to offer, rather than sending multiple flyers out and crossing your fingers that someone will be interested. PPC means less waste, and putting your ads in front of a relevant audience. Which leads us to…
2. Control Over Who Sees Your Ads
The targeting options for PPC are tremendous. Are you selling real estate in a city with a popular name, like Springfield or Greenville? Don’t worry, you can exclude the other areas in the US so you don’t get irrelevant and costly clicks. Are some of your clients in the military? Some channels let you target ads directly to a certain demographic based on their interests or profession. You can even target based on the time of day, so you can be available for a call when a prospective client is ready to talk. How you should target isn’t always obvious from the start, though, but fortunately for you there’s an extensive amount of analytics you can use to help you fine tune your campaign.
3. Immediate Insight Into Where Your Best Leads Come From
While most of your home buyers will likely come from areas close to your properties, you may find some percentage of them are actually relocating from elsewhere in the country. PPC lets you find out which areas contain the most interested and legitimate buyers, and target accordingly. You can even learn what types of homes they’re interested in. Is your area better for condos / townhomes, rather than traditional houses? Are most of your best leads coming from people searching for luxury homes? The data that a PPC campaign generates for you allows you to create ads specifically for those buyers, so they feel you’re speaking directly to those needs.
4. Laser Targeted Message
Your potential clients do have unique needs that demand unique solutions. PPC provides a creative platform to sculpt a message specifically for those clients—one that resonates with them and inspires them to click on your ad. Let’s go back to that military audience again. Once you’ve gotten their attention, you might want to tell them your inventory is close to a nearby base. Are your homes right on the beach? Let them know there are multiple waterfront homes to choose from, and what’s close to them. This is a fantastic opportunity to use a message that is colloquial, because it provides a familiar connection with the searcher, giving you an advantage over competitors who are merely trying to sell at them rather than establish a meaningful and personal relationship with them. Trust and credibility must be present at all stages of the process. The worst thing you can do is promise one thing in an ad and deliver another once they get to your site.
5. Measurable ROI
Last, but not least, is the ability to track your leads at every stage of the funnel, and assign a clear and accurate dollar value to them. This is crucial, because there’s nothing more unsettling than being in the dark about whether your marketing dollar is being used wisely or poorly.
Here’s a breakdown:
Impressions are, simply put, how many people see your ad. They’re likely browsing and searching for information. What you have to offer them may or may not be relevant to them, but these give insight into potential mismatches in advertising as well as the language people use to find what you have to offer them.
Clicks show interest. They’ve seen your ad, and they think you might have the answer they’re looking for, so they’re digging a little deeper. It’s important, here, to not disappoint them, and match that ad copy with a page on your website that accurately reflects what the ad promised.
Conversions show serious interest. They’ve filled out a form, or signed up for a newsletter, or even called you directly to set up an appointment. They’re at your front door. They’re on the phone with you. It’s now time for you to do what you do best, assess their needs, and set up a meeting.
The best part? All of this is presented and readily available in the form of conversion rates and cost per lead. Meaning objective, easily measurable ROI.
Starting up a PPC campaign and having instant success is definitely possible, but most of the time it takes some momentum and learning to fine tune. Some cars go from 0 to 60 faster than others, but if done right, a PPC campaign run by knowledgeable experts can easily become your most profitable and efficient method of advertising.
HouseHunt recently hosted a webinar with Bruce LaMaster, a successful Realtor with a broker team based in El Dorado Hills, California, on how to create a profitable Realtor-Lender partnership. We learned a lot from Bruce, who’s been working with his lender-partner Brian Musket for years. Here are their tips for a successful partnership.
Find a Partner
To start off the webinar, Bruce named the keys to his and Brian’s success which included:
1. Partner Selection
2. Quality Lead Source
3. Following a Proven System
When choosing a partner, he suggested that Realtors avoid:
1. Know-it-all Realtors and loan officers
2. And those not TOTALLY committed to…
a. Your success as much as theirs
b. Getting you business as they would for themselves
c. Properly working your leads
d. Accountability and evaluation
Once you have an idea of who you want to partner with, your next step is to develop trust with that person. After all, as Bruce pointed out, “the degree of your success will be in direct proportion to the level of trust between the Realtor [you] and the loan officer.” Furthermore, never compromise on commitment. If you or your partner are not 100 percent committed to the business relationship, you’re in the wrong partnership.
Once you’ve found the one, make sure you and your partner have a plan in place instead of just jumping in. Sync up and automate your pipelines so that as soon as a lead comes in, you both receive it. Create daily schedules for yourselves and your employees detailing what leads need to be called and what number call you will be making.
By having both partners receive the leads, you’ll keep yourself and your partner accountable for following up with new business. Once the Realtor hands off the client to the lender, the lender will know exactly when the individual became a lead as well as when and how many times the Realtor has spoken to him/her and about what.
On your website, suggest that potential clients use your partner’s services. On Bruce LaMaster’s site, prospective buyers have access to a Home Buyer’s Guide. Included in this guide is an overview of the approval and buying process. The first step in the guide states “From the time you make your first contact with our lender you are five to seven days to full approval.” Below this is a flowchart; the first step is “interview with Brian at Secure Funding Group.”
Bruce continues to tout his partner’s skills in the next section of the guide titled “Does Your Mortgage Lender Really Matter?” In these pages Bruce explains why he thinks Brian is the most qualified lender and why clients should use his services.
We have been using the services of Secure Funding Group and Brian Musket for years. The reason? His integrity, his experience and his ability to treat each and every client as they should be treated—with the respect they deserve and the individualized attention to detail that is so rare in our world today.
He continues by reassuring clients that picking a lender is still their choice; but he strongly encourages them to use his partner. Bruce also continues to offer value to his clients by providing information on his site about the differences between being pre-qualified, pre-approved, and full underwriting approval. Lastly, Bruce gives prospective home buyers a step-by-step process to becoming pre-approved with Brian.
By finding a partner you are truly compatible with, have complete trust in, and are 100 percent committed to, by strategizing with your partner in order to work leads more efficiently, and by promoting your partner’s services from your own website, you will have the foundation for an incredibly lucrative business relationship.
Are you trying to be a winning real estate agent? Everyone knows that leads are an important part of success in the industry. Many agents forget, however, that quality follow-up is just as important as quality leads. A winning agent has winning lead conversion. This week’s infographic is all about quality lead conversion practices to ensure your success all the way through the buying and selling process, into the final rounds!