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Each offering below is aligned with A Brilliant Tribe's commitment to quality, innovation, and practical utility in various professional realms.

01

Real Estate Open House Ideas: Top Tips for Engaging Potential Buyers

Hosting a successful open house can be a game-changer in real estate.

It's your chance to showcase a property in a way that photos and virtual tours simply can't compete with. The key to success lies in the planning; a well-thought-out schedule and a comprehensive checklist can help you manage the event with confidence.

It's not just about opening the doors to potential buyers; it's about creating an experience that sticks with them.

A bustling open house with guests mingling, admiring the spacious rooms, and enjoying refreshments. A friendly real estate agent is on hand to answer questions and showcase the property's features

Creating that memorable experience starts with the atmosphere.

Your open house should feel inviting and engaging to inspire visitors to envision themselves living in the space.

This could involve everything from the scent in the air to the soft music in the background. It also means leveraging the latest marketing tools to get the word out effectively, as well as incorporating interactive elements that make the visit more than just a walk-through.

Key Takeaways

  • Hosting an impactful open house requires detailed planning and an inviting presentation.
  • A memorable open house experience can foster a stronger connection between the property and potential buyers.
  • Effective promotion and interactive elements enhance engagement and help manage visitor experiences.

Leverage Social Media

An open house sign stands in front of a house, surrounded by social media icons like Facebook, Instagram, and Twitter. The house is bathed in warm sunlight, with a welcoming atmosphere

Engaging effectively with social media can supercharge your real estate open houses by reaching a wider audience and generating more leads than traditional methods alone.

Launch a Virtual Open House

Virtual open houses are a powerful tool in your real estate marketing arsenal, especially when you utilize platforms like Facebook Live and Instagram Live. You can provide a real-time, immersive experience by live streaming your open house, which can attract buyers who are unable to attend in person. Here's how to get started:

  • Create a Buzz: Announce your virtual open house on all your social media platforms at least a week in advance.
  • Engagement is Key: During the live stream, encourage viewer interaction by asking for comments and questions and responding in real-time.
  • Follow-Up: After your live event, reach out to attendees with additional information or to schedule private showings.

Enhance Your Online Presence

Your online presence is your digital handshake with potential clients. Optimizing your social media strategy can lead to significant gains in visibility and engagement. Consider these tactics:

  • Consistent Branding: Use clear, professional profile pictures and cover photos across social media platforms, and make sure your messaging aligns with your brand.
  • Use Ads Wisely: Targeted Facebook ads can increase the visibility of your open house to a selected audience based on location, interests, and more.
  • Showcase with Stories: Utilize features like Instagram Stories to give a behind-the-scenes look at your open house, creating a more personal connection with viewers.
  • Engage and Network: Stay active by liking, commenting, and sharing relevant content. The more you engage, the more you stay on top of mind for your audience.

By incorporating these strategies into your social media campaigns, you'll not only increase attendance at your open houses but also build a network of interested buyers and sellers that can pay dividends well into the future.

Make a Lasting Impression

A bustling open house with guests mingling, admiring the spacious rooms and modern decor. Sunlight streams in through large windows, highlighting the inviting atmosphere

To ensure your open house stands out, think beyond the basics. You want visitors to leave with something unforgettable that ties them back to the home and to your services as a real estate professional.

Provide Memorable Takeaways

For goody bags, don't just throw in generic items.

Your takeaways should serve as a gentle nudge reminding them of the day's experience. How about a business card that doubles as a seed packet related to the home's vibrant garden? Or maybe flyer templates with photos of the property's unique features? Align these with your personal brand for maximum impact.

  • Informational Packets: Craft packets that profile the neighborhood, showcasing a sense of community and connections with local businesses. A clear and concise follow-up plan is also crucial, wherein you could touch base with potential buyers and increase the chances for a referral fee.

  • Promotional Trinkets: Choose items people use regularly, such as pens or potholders, that are etched with a quirky piece of wisdom or a fun fact about the property.

Engage with Art and Culture

Host a local art show in the home. This not only adds panache but supports local talent, creating an authentic feel of the community the buyers could be joining.

  • Unique Features: Use these cultural undertones to highlight the home's character, like an impromptu jazz trio performing in an acoustically-rich living room.
  • Sense of Community: Collaborate with area creatives to offer a snapshot of the neighborhood's cultural scene which, in turn, helps guests envision being part of the local tapestry.

By incorporating thoughtful touches and embracing the local culture, your open house is more likely to be the talk of the town—and that's exactly what you want.

Optimize Attendee Management

Crafting a seamless check-in experience for your real estate open house attendees can substantially streamline your ability to capture valuable lead information. By focusing on the registration phase, you ensure a smooth transition for participants from mere visitors to potential leads.

Streamline Registration Processes

First things first, ditch the pen and paper. Traditional sign-in sheets are passé. Instead, consider implementing a digital sign in sheet at your open house. This not only speeds up the process but also ensures the legibility and accuracy of the contact information provided.

  • Pre-Event Registration: Offer an online registration option before the actual day. It helps you anticipate attendance numbers and gather pre-event email addresses.

    • How: Simple web forms or event platforms like Eventbrite should do the trick.
  • QR Codes: People love convenience. Set up a QR code that attendees can scan right from their smartphones and fill in their details.

    • Benefit: Quick, contactless, and it sends the data straight to your CRM.
  • Tablets Over Clipboards: Having a few tablets ready for attendee use gives a modern and professional touch.

    • Setup: Use apps that sync with your lead generation software to capture data in real time.

Remember, capturing visitor information is more than just a formality; it's the first step in building a relationship and generating a lead. So make it count, and make it easy for them—and you'll see your list grow right before your eyes.

Create an Inviting Atmosphere

An inviting atmosphere can set the tone for a successful open house. You've got to appeal to the senses and create a space that makes potential buyers feel right at home, eager to linger and picture their future in the house.

Cater to Local Tastes

To truly resonate with potential buyers, incorporate local flavors both in terms of decor and cuisine. If there's a holiday around the corner, don't hesitate to decorate for the holiday using items sourced from local shops to give the space a festive yet familiar vibe.

  • Food and Drinks: Offer a spread of local food and drink—think artisanal cheeses, locally baked bread, or treats from the neighborhood bakery. Providing alcohol? Select local wines or craft beers to highlight the community's offerings. Just remember to do this responsibly.

  • Engage with Local Businesses: Partner up with local venues for catering or decorating services. This not only supports the community but can make attendees feel more connected to the area.

By focusing on creating an atmosphere that exudes local charm and hospitality, you're not just selling a house, but the lifestyle that comes with it. It's the small things, like the scent of local cuisine or a well-placed piece of decor from a nearby boutique, that can leave a lasting impression.

Incorporate Interactive Elements

When hosting an open house, adding interactive features can make the event more memorable and engaging for visitors. Think about creating moments that allow potential buyers to connect with the property in a hands-on way.

Host Engaging Competitions

Who doesn't love a bit of friendly competition? Hosting a competition during your open house can not only add a buzz to the event but also encourage guests to engage more deeply with the home and neighborhood.

  • Neighborhood Highlights Board: Set up a board showcasing interesting spots in the neighborhood and then run a contest where guests have to visit certain locations and take pictures. This not only gets them familiar with the area but also creates fun party vibes.

  • Raffle: A classic raffle can keep your guests excited. Offer a chance to win a prize relevant to the property or neighborhood. For example, feature local products in your raffle basket.

By incorporating activities like a contest or a neighborhood exploration game, you invoke a sense of community and make your open house the competition to beat. Plus, it's a fantastic way to let the property's best features shine.

Build Community Connections

When you're planning an open house, consider it more than just a chance to showcase a property. It's the perfect opportunity to build community connections. Start by inviting the neighbors. Not only can this increase the potential buyer pool, but neighbors love being in the know and could be vital in spreading the word.

  • Engage Neighbors Personally: Take a casual stroll or knock on doors to hand out invitations. This can make your guests feel valued and spark a sense of community.
  • Create Themed Decorations: Reflect the community's spirit in your open-house theme, whether it pertains to local schools, historical elements, or popular nearby destinations.

A successful open house is about the people as much as the property. Try these tips:

  1. Use local cafes or bakeries to cater the event, showing off community favorites.
  2. Organize a mini-event within your open house, like a quick local market intelligence session, to foster discussions about the area's growth and development.
  3. Offer small party favors from local businesses to leave a lasting impression. It could be anything from artisanal soaps to custom keychains.

Remember, you're not only selling a house — you're welcoming people into a community. Every handshake, conversation, and shared piece of local trivia helps in creating a network that turns open houses into sold homes.

Utilize Marketing Tools

In today's digital age, your marketing efforts for an open house can benefit greatly from utilizing a variety of tools. From online platforms specific to the real estate industry to graphic design software, each tool offers a unique advantage in capturing potential buyers' attention.

Expand Your Advertising Arsenal

  • Online Listings: Make sure your open house is listed on major real estate websites like Realtor.com, Trulia, and Zillow. These platforms have massive reach and can put your property right in front of interested buyers.

  • Direct Mail: Use SmartZip to target potential open house attendees with predictive analytics. This can help you send out your beautifully designed flyers to those most likely to be interested in a property like yours.

  • Graphic Design: Canva is your best friend for creating eye-catching flyers and social media posts. Choose from a variety of flyer templates to quickly produce professional-looking materials without needing a graphic designer.

  • Social Media & Blogs: Don't underestimate the power of a well-crafted blog post. Share tips for homebuyers, talk about the neighborhood, and, of course, promote your open house. Use social media platforms to create buzz and remind your followers of the event details.

Remember, a mix of online and offline marketing strategies will increase your visibility and attract a larger pool of potential buyers to your open house. Keep it fresh, keep it engaging, and watch the leads roll in!

Frequently Asked Questions

Here's the scoop on making your open house a hit, from engaging activities to savvy marketing moves.

What are some creative activities to include in a real estate open house?

Set up a market intelligence session to provide potential buyers with data on local sales trends and neighborhood highlights. Interactive polls about the property features can also keep visitors engaged.

How can I create a unique experience for attendees at my next open house?

Give your open house a fresh twist by implementing technology, like a virtual reality tour of the property. Augmented reality apps can also allow visitors to visualize their own furniture in the space.

What food and refreshment options are most appealing at real estate open houses?

Opt for appealing refreshment options like finger foods, light snacks, and refreshments that are easy to eat and won't cause messes. Coffee, tea, water, and perhaps a signature non-alcoholic cocktail can elevate the experience.

Can you suggest any themes or decor ideas to make a property stand out during an open house?

Create themes based on the season or local events, utilizing decor that complements the property's best features. For a cozy feel, add soft lighting and fresh flowers.

How do I effectively utilize marketing materials to promote my open house?

Prepare high-quality flyers and information packets that outline key property details. Use online platforms to distribute digital versions and create visually appealing social media posts to catch eyes.

What strategies are best for increasing foot traffic to my open house events?

Invite the neighborhood by door knocking or personally delivering invites to create a buzz. Using social media ads targeted to local zip codes can also help increase your open house visibility.

Real Estate Open House Ideas: Top Tips for Engaging Potential Buyers

Hosting a successful open house can be a game-changer in real estate.

It's your chance to showcase a property in a way that photos and virtual tours simply can't compete with. The key to success lies in the planning; a well-thought-out schedule and a comprehensive checklist can help you manage the event with confidence.

It's not just about opening the doors to potential buyers; it's about creating an experience that sticks with them.

A bustling open house with guests mingling, admiring the spacious rooms, and enjoying refreshments. A friendly real estate agent is on hand to answer questions and showcase the property's features

Creating that memorable experience starts with the atmosphere.

Your open house should feel inviting and engaging to inspire visitors to envision themselves living in the space.

This could involve everything from the scent in the air to the soft music in the background. It also means leveraging the latest marketing tools to get the word out effectively, as well as incorporating interactive elements that make the visit more than just a walk-through.

Key Takeaways

  • Hosting an impactful open house requires detailed planning and an inviting presentation.
  • A memorable open house experience can foster a stronger connection between the property and potential buyers.
  • Effective promotion and interactive elements enhance engagement and help manage visitor experiences.

Leverage Social Media

An open house sign stands in front of a house, surrounded by social media icons like Facebook, Instagram, and Twitter. The house is bathed in warm sunlight, with a welcoming atmosphere

Engaging effectively with social media can supercharge your real estate open houses by reaching a wider audience and generating more leads than traditional methods alone.

Launch a Virtual Open House

Virtual open houses are a powerful tool in your real estate marketing arsenal, especially when you utilize platforms like Facebook Live and Instagram Live. You can provide a real-time, immersive experience by live streaming your open house, which can attract buyers who are unable to attend in person. Here's how to get started:

  • Create a Buzz: Announce your virtual open house on all your social media platforms at least a week in advance.
  • Engagement is Key: During the live stream, encourage viewer interaction by asking for comments and questions and responding in real-time.
  • Follow-Up: After your live event, reach out to attendees with additional information or to schedule private showings.

Enhance Your Online Presence

Your online presence is your digital handshake with potential clients. Optimizing your social media strategy can lead to significant gains in visibility and engagement. Consider these tactics:

  • Consistent Branding: Use clear, professional profile pictures and cover photos across social media platforms, and make sure your messaging aligns with your brand.
  • Use Ads Wisely: Targeted Facebook ads can increase the visibility of your open house to a selected audience based on location, interests, and more.
  • Showcase with Stories: Utilize features like Instagram Stories to give a behind-the-scenes look at your open house, creating a more personal connection with viewers.
  • Engage and Network: Stay active by liking, commenting, and sharing relevant content. The more you engage, the more you stay on top of mind for your audience.

By incorporating these strategies into your social media campaigns, you'll not only increase attendance at your open houses but also build a network of interested buyers and sellers that can pay dividends well into the future.

Make a Lasting Impression

A bustling open house with guests mingling, admiring the spacious rooms and modern decor. Sunlight streams in through large windows, highlighting the inviting atmosphere

To ensure your open house stands out, think beyond the basics. You want visitors to leave with something unforgettable that ties them back to the home and to your services as a real estate professional.

Provide Memorable Takeaways

For goody bags, don't just throw in generic items.

Your takeaways should serve as a gentle nudge reminding them of the day's experience. How about a business card that doubles as a seed packet related to the home's vibrant garden? Or maybe flyer templates with photos of the property's unique features? Align these with your personal brand for maximum impact.

  • Informational Packets: Craft packets that profile the neighborhood, showcasing a sense of community and connections with local businesses. A clear and concise follow-up plan is also crucial, wherein you could touch base with potential buyers and increase the chances for a referral fee.

  • Promotional Trinkets: Choose items people use regularly, such as pens or potholders, that are etched with a quirky piece of wisdom or a fun fact about the property.

Engage with Art and Culture

Host a local art show in the home. This not only adds panache but supports local talent, creating an authentic feel of the community the buyers could be joining.

  • Unique Features: Use these cultural undertones to highlight the home's character, like an impromptu jazz trio performing in an acoustically-rich living room.
  • Sense of Community: Collaborate with area creatives to offer a snapshot of the neighborhood's cultural scene which, in turn, helps guests envision being part of the local tapestry.

By incorporating thoughtful touches and embracing the local culture, your open house is more likely to be the talk of the town—and that's exactly what you want.

Optimize Attendee Management

Crafting a seamless check-in experience for your real estate open house attendees can substantially streamline your ability to capture valuable lead information. By focusing on the registration phase, you ensure a smooth transition for participants from mere visitors to potential leads.

Streamline Registration Processes

First things first, ditch the pen and paper. Traditional sign-in sheets are passé. Instead, consider implementing a digital sign in sheet at your open house. This not only speeds up the process but also ensures the legibility and accuracy of the contact information provided.

  • Pre-Event Registration: Offer an online registration option before the actual day. It helps you anticipate attendance numbers and gather pre-event email addresses.

    • How: Simple web forms or event platforms like Eventbrite should do the trick.
  • QR Codes: People love convenience. Set up a QR code that attendees can scan right from their smartphones and fill in their details.

    • Benefit: Quick, contactless, and it sends the data straight to your CRM.
  • Tablets Over Clipboards: Having a few tablets ready for attendee use gives a modern and professional touch.

    • Setup: Use apps that sync with your lead generation software to capture data in real time.

Remember, capturing visitor information is more than just a formality; it's the first step in building a relationship and generating a lead. So make it count, and make it easy for them—and you'll see your list grow right before your eyes.

Create an Inviting Atmosphere

An inviting atmosphere can set the tone for a successful open house. You've got to appeal to the senses and create a space that makes potential buyers feel right at home, eager to linger and picture their future in the house.

Cater to Local Tastes

To truly resonate with potential buyers, incorporate local flavors both in terms of decor and cuisine. If there's a holiday around the corner, don't hesitate to decorate for the holiday using items sourced from local shops to give the space a festive yet familiar vibe.

  • Food and Drinks: Offer a spread of local food and drink—think artisanal cheeses, locally baked bread, or treats from the neighborhood bakery. Providing alcohol? Select local wines or craft beers to highlight the community's offerings. Just remember to do this responsibly.

  • Engage with Local Businesses: Partner up with local venues for catering or decorating services. This not only supports the community but can make attendees feel more connected to the area.

By focusing on creating an atmosphere that exudes local charm and hospitality, you're not just selling a house, but the lifestyle that comes with it. It's the small things, like the scent of local cuisine or a well-placed piece of decor from a nearby boutique, that can leave a lasting impression.

Incorporate Interactive Elements

When hosting an open house, adding interactive features can make the event more memorable and engaging for visitors. Think about creating moments that allow potential buyers to connect with the property in a hands-on way.

Host Engaging Competitions

Who doesn't love a bit of friendly competition? Hosting a competition during your open house can not only add a buzz to the event but also encourage guests to engage more deeply with the home and neighborhood.

  • Neighborhood Highlights Board: Set up a board showcasing interesting spots in the neighborhood and then run a contest where guests have to visit certain locations and take pictures. This not only gets them familiar with the area but also creates fun party vibes.

  • Raffle: A classic raffle can keep your guests excited. Offer a chance to win a prize relevant to the property or neighborhood. For example, feature local products in your raffle basket.

By incorporating activities like a contest or a neighborhood exploration game, you invoke a sense of community and make your open house the competition to beat. Plus, it's a fantastic way to let the property's best features shine.

Build Community Connections

When you're planning an open house, consider it more than just a chance to showcase a property. It's the perfect opportunity to build community connections. Start by inviting the neighbors. Not only can this increase the potential buyer pool, but neighbors love being in the know and could be vital in spreading the word.

  • Engage Neighbors Personally: Take a casual stroll or knock on doors to hand out invitations. This can make your guests feel valued and spark a sense of community.
  • Create Themed Decorations: Reflect the community's spirit in your open-house theme, whether it pertains to local schools, historical elements, or popular nearby destinations.

A successful open house is about the people as much as the property. Try these tips:

  1. Use local cafes or bakeries to cater the event, showing off community favorites.
  2. Organize a mini-event within your open house, like a quick local market intelligence session, to foster discussions about the area's growth and development.
  3. Offer small party favors from local businesses to leave a lasting impression. It could be anything from artisanal soaps to custom keychains.

Remember, you're not only selling a house — you're welcoming people into a community. Every handshake, conversation, and shared piece of local trivia helps in creating a network that turns open houses into sold homes.

Utilize Marketing Tools

In today's digital age, your marketing efforts for an open house can benefit greatly from utilizing a variety of tools. From online platforms specific to the real estate industry to graphic design software, each tool offers a unique advantage in capturing potential buyers' attention.

Expand Your Advertising Arsenal

  • Online Listings: Make sure your open house is listed on major real estate websites like Realtor.com, Trulia, and Zillow. These platforms have massive reach and can put your property right in front of interested buyers.

  • Direct Mail: Use SmartZip to target potential open house attendees with predictive analytics. This can help you send out your beautifully designed flyers to those most likely to be interested in a property like yours.

  • Graphic Design: Canva is your best friend for creating eye-catching flyers and social media posts. Choose from a variety of flyer templates to quickly produce professional-looking materials without needing a graphic designer.

  • Social Media & Blogs: Don't underestimate the power of a well-crafted blog post. Share tips for homebuyers, talk about the neighborhood, and, of course, promote your open house. Use social media platforms to create buzz and remind your followers of the event details.

Remember, a mix of online and offline marketing strategies will increase your visibility and attract a larger pool of potential buyers to your open house. Keep it fresh, keep it engaging, and watch the leads roll in!

Frequently Asked Questions

Here's the scoop on making your open house a hit, from engaging activities to savvy marketing moves.

What are some creative activities to include in a real estate open house?

Set up a market intelligence session to provide potential buyers with data on local sales trends and neighborhood highlights. Interactive polls about the property features can also keep visitors engaged.

How can I create a unique experience for attendees at my next open house?

Give your open house a fresh twist by implementing technology, like a virtual reality tour of the property. Augmented reality apps can also allow visitors to visualize their own furniture in the space.

What food and refreshment options are most appealing at real estate open houses?

Opt for appealing refreshment options like finger foods, light snacks, and refreshments that are easy to eat and won't cause messes. Coffee, tea, water, and perhaps a signature non-alcoholic cocktail can elevate the experience.

Can you suggest any themes or decor ideas to make a property stand out during an open house?

Create themes based on the season or local events, utilizing decor that complements the property's best features. For a cozy feel, add soft lighting and fresh flowers.

How do I effectively utilize marketing materials to promote my open house?

Prepare high-quality flyers and information packets that outline key property details. Use online platforms to distribute digital versions and create visually appealing social media posts to catch eyes.

What strategies are best for increasing foot traffic to my open house events?

Invite the neighborhood by door knocking or personally delivering invites to create a buzz. Using social media ads targeted to local zip codes can also help increase your open house visibility.

02

Real Estate PPC Guide: Strategies for Maximizing Your ROI

Pay-Per-Click (PPC) is a prevalent form of online advertising used across various industries, including real estate. The fundamental premise of PPC is that advertisers compensate the publisher only when their ad is clicked by a potential client. This model is particularly advantageous for real estate professionals as it allows them to target individuals actively looking for properties.

Within the digital world, PPC placements can be spotted in prime locations on search engine results pages, such as at the top or sides.

These advertisements can be found through multiple platforms like Google, Bing, and even specialized websites like Yelp, providing extensive reach.

Notably, one of the chief benefits of real estate PPC campaigns lies in their ability to garner the attention of a well-defined audience, leading to effective lead generation in the competitive property market.

  • Cost-effective for generating leads
  • Targets active property searchers
  • Visible in prime digital locations
  • Functions on a multitude of search platforms

Benefits of PPC Advertising for Realtors

Realtors face intense competition in the digital space, which necessitates innovative marketing strategies. PPC advertising offers a targeted approach that caters specifically to users actively seeking properties. For example, a search query like "San Francisco Homes for Sale" signals immediate buyer interest. Here's why this matters:

  1. Highly Targeted Traffic: Real estate PPC ads intercept potential buyers exactly when they are searching for properties, ensuring that agents spend their advertising budget on leads with a higher likelihood of conversion.
  2. Strategic Budget Use: Unlike indiscriminate methods, PPC campaigns focus on users with a genuine interest in buying or selling in specific locales.
  3. Competitive Edge: The real estate market is dominated by large platforms that often overshadow smaller realtor websites. PPC allows for a more balanced competition by relying on factors other than budget size.

Realtors investing in PPC can expect to engage with leads that have a clear intent to buy or sell, therefore maximizing the return on their investment in digital advertising. Furthermore, leveraging PPC can increase visibility on social media and boost overall real estate marketing efforts for any real estate business.

Understanding the Mechanics Behind Google Ads

Google Ads operates as a sophisticated platform where real estate agents can engage in pay-per-click (PPC) advertising to enhance their online presence. This digital marketplace utilizes a critical auction system each time a relevant search query is made on Google.

Only ads meeting Google's strict requirements progress past the initial selection stage, ensuring a high level of relevance and quality.

Once an ad passes the initial filter, it faces the Ad Rank evaluation, which weighs two fundamental components:

  • Maximum Bid: This is the highest amount an advertiser is willing to pay per click, reflecting their investment in gaining a lead.
  • Quality Score: This multifaceted metric assesses expected click-through rates, relevance of the search to the ad, and the quality of the landing page experience. Adjusting dynamically with each auction, the Quality Score is ad-specific and crucial for campaign efficacy.
Ad bidding

The relevance of the Quality Score lies in its ability to balance the playing field, allowing smaller budgets to compete with larger ones successfully. A high score can potentially surpass even substantial bids, demonstrating that financial clout isn't the sole deciding factor.

Ads with favorable scores — indicating relevance and a positive user experience — can achieve favorable positions on the search engine results page (SERP).

Effectively, this algorithmic approach means that a well-optimized ad campaign on Google has the potential to direct a significant volume of targeted traffic to your landing pages.

These visitors are quantifiable through the click-through rate, which tallies the frequency of ad clicks against impressions. For real estate professionals, mastering Google PPC can be transformative, significantly increasing earnings from online leads when done correctly.

Exploring PPC Platforms: Bing and Google

Bing's Untapped Potential in PPC Advertising:

  • Monthly Searches: Bing processes approximately 5 billion searches each month.
  • Market Share: Around 35% of the US desktop search market is captured by Bing.
  • Demographics: Bing’s user base predominantly consists of individuals aged 35 and up.
  • Network Reach: Bing's advertisements also appear on other platforms like AOL and Yahoo.
  • Geographic Concentration: Approximately 85% of Bing's users are located in the United States.
  • Income Bracket: Around 38% of Bing's user base has a household income exceeding $100,000.

Given these insights, diversifying PPC campaigns to include Bing, in addition to Google, could be a strategically sound move.

While Google stays the dominant search engine, integrating Bing Ads could allow access to a segment of the market that's often overlooked, yet possesses a considerable purchasing power and age demographic likely to engage in real estate transactions.

This integration can potentially lead to a more comprehensive reach and an improved return on investment for your real estate advertising efforts.

Real Estate PPC Lead Acquisition Costs

Typical RangeFactors Influencing CostKey Consideration
$5 - $15 per leadGeographic location, market competition, seasonal trendsEffective and continual testing of your ads and is essential for a successful campaign. It may take 2 to 3 months before your ads start to really dial-in.

Evaluating Lead Acquisition Costs

In assessing the value of lead generation, one should weigh multiple factors beyond just the cost per lead. Critical elements include:

  1. Conversion Rate: The percentage of leads that convert into clients.
  2. Click-Through Rate (CTR): An indicator of the effectiveness of an advertisement to engage potential leads.
  3. Return on Investment (ROI): The ultimate measure of campaign success, revealing the profitability of leads relative to the costs.

A strategic approach focuses on maximizing ROI, rather than minimizing lead costs alone, taking into account the potential value of properties prospects are interested in. Successful campaigns don't just minimize spending; they optimize for the greatest return.

Understanding Lead Identification

A "lead" typically refers to an individual who has shown interest in property listings by engaging with an advertisement and subsequently registering on the relevant website. A standard process involves:

  • Interaction with the Ad: A potential buyer clicks on an ad for a property they find appealing.
  • Lead Capture Mechanism Activation: Upon clicking, a pop-up appears prompting the visitor to provide their contact details.
  • Information Submission: The visitor fills out the form, which might request their name, email, and phone number.
  • CRM Integration: The submitted details are automatically entered into a Customer Relationship Management (CRM) system, enabling the real estate professional to follow up through calls, texts, or emails.

It's noteworthy that not every lead will enter genuine contact information; some might omit their phone number, for example. This occurrence is typical in scenarios employing a mandatory lead capture feature. The overarching aim is to direct potential clients to well-designed landing pages — a crucial precursor to initiating PPC campaigns.

Evaluating Lead Quality

It's crucial to recognize the variability in what constitutes a "quality" lead.

The spectrum of PPC leads encompasses immediate buyers or sellers, future prospects, inquiries for others, individuals already working with agents, and even false contacts.

Real estate professionals, after maintaining PPC campaigns over one to two years, experience conversion rates ranging from 1-5%.

Strategic follow-up techniques can significantly alter lead quality. Adequate skills in addressing concerns and demonstrating value can transform a casual looker into an active purchaser.

Remarketing strategies on social media platforms like Facebook, Instagram, and TikTok contribute to a robust online advertising initiative. By targeting these users who have already shown interest, realtors can enhance the quality of PPC leads.

Continuous investment and refinement of advertising strategies on social media, coupled with measurable conversion tracking, often lead to improved outcomes in lead generation and quality.

Close The Deal via PPC Campaigns

Here are some crucial points to consider:

  • Typically, a sale might close within 3 to 6 months after initiating a Google Ads PPC campaign.
  • This period can effectively offset the PPC campaign's costs for the year.
  • A more extensive timeline, narrating that a lead could take 12 to 18 months to culminate in a sale, is not uncommon.
  • Initial close rates for new PPC campaigns can be as low as 1%, which underscores PPC advertising as a long-term strategy.
  • With diligent follow-up and a refined workflow, closing rates in subsequent years could improve to 2-3%.

No-Contract PPC Marketing with Askterisk

Askterisk Marketing stands out as the premier choice for real estate professionals seeking impactful, results-driven PPC marketing without the commitment of long-term contracts.

Their expertise in the intricacies of pay-per-click advertising ensures that real estate agents can maximize their return on investment by targeting potential buyers precisely when they are most interested.

Let Askterisk Marketing be your ally in navigating the complex world of PPC, driving leads, and closing deals with unmatched efficiency and effectiveness.

Book A Demo with Asterisk!

Real Estate PPC Guide: Strategies for Maximizing Your ROI

Pay-Per-Click (PPC) is a prevalent form of online advertising used across various industries, including real estate. The fundamental premise of PPC is that advertisers compensate the publisher only when their ad is clicked by a potential client. This model is particularly advantageous for real estate professionals as it allows them to target individuals actively looking for properties.

Within the digital world, PPC placements can be spotted in prime locations on search engine results pages, such as at the top or sides.

These advertisements can be found through multiple platforms like Google, Bing, and even specialized websites like Yelp, providing extensive reach.

Notably, one of the chief benefits of real estate PPC campaigns lies in their ability to garner the attention of a well-defined audience, leading to effective lead generation in the competitive property market.

  • Cost-effective for generating leads
  • Targets active property searchers
  • Visible in prime digital locations
  • Functions on a multitude of search platforms

Benefits of PPC Advertising for Realtors

Realtors face intense competition in the digital space, which necessitates innovative marketing strategies. PPC advertising offers a targeted approach that caters specifically to users actively seeking properties. For example, a search query like "San Francisco Homes for Sale" signals immediate buyer interest. Here's why this matters:

  1. Highly Targeted Traffic: Real estate PPC ads intercept potential buyers exactly when they are searching for properties, ensuring that agents spend their advertising budget on leads with a higher likelihood of conversion.
  2. Strategic Budget Use: Unlike indiscriminate methods, PPC campaigns focus on users with a genuine interest in buying or selling in specific locales.
  3. Competitive Edge: The real estate market is dominated by large platforms that often overshadow smaller realtor websites. PPC allows for a more balanced competition by relying on factors other than budget size.

Realtors investing in PPC can expect to engage with leads that have a clear intent to buy or sell, therefore maximizing the return on their investment in digital advertising. Furthermore, leveraging PPC can increase visibility on social media and boost overall real estate marketing efforts for any real estate business.

Understanding the Mechanics Behind Google Ads

Google Ads operates as a sophisticated platform where real estate agents can engage in pay-per-click (PPC) advertising to enhance their online presence. This digital marketplace utilizes a critical auction system each time a relevant search query is made on Google.

Only ads meeting Google's strict requirements progress past the initial selection stage, ensuring a high level of relevance and quality.

Once an ad passes the initial filter, it faces the Ad Rank evaluation, which weighs two fundamental components:

  • Maximum Bid: This is the highest amount an advertiser is willing to pay per click, reflecting their investment in gaining a lead.
  • Quality Score: This multifaceted metric assesses expected click-through rates, relevance of the search to the ad, and the quality of the landing page experience. Adjusting dynamically with each auction, the Quality Score is ad-specific and crucial for campaign efficacy.
Ad bidding

The relevance of the Quality Score lies in its ability to balance the playing field, allowing smaller budgets to compete with larger ones successfully. A high score can potentially surpass even substantial bids, demonstrating that financial clout isn't the sole deciding factor.

Ads with favorable scores — indicating relevance and a positive user experience — can achieve favorable positions on the search engine results page (SERP).

Effectively, this algorithmic approach means that a well-optimized ad campaign on Google has the potential to direct a significant volume of targeted traffic to your landing pages.

These visitors are quantifiable through the click-through rate, which tallies the frequency of ad clicks against impressions. For real estate professionals, mastering Google PPC can be transformative, significantly increasing earnings from online leads when done correctly.

Exploring PPC Platforms: Bing and Google

Bing's Untapped Potential in PPC Advertising:

  • Monthly Searches: Bing processes approximately 5 billion searches each month.
  • Market Share: Around 35% of the US desktop search market is captured by Bing.
  • Demographics: Bing’s user base predominantly consists of individuals aged 35 and up.
  • Network Reach: Bing's advertisements also appear on other platforms like AOL and Yahoo.
  • Geographic Concentration: Approximately 85% of Bing's users are located in the United States.
  • Income Bracket: Around 38% of Bing's user base has a household income exceeding $100,000.

Given these insights, diversifying PPC campaigns to include Bing, in addition to Google, could be a strategically sound move.

While Google stays the dominant search engine, integrating Bing Ads could allow access to a segment of the market that's often overlooked, yet possesses a considerable purchasing power and age demographic likely to engage in real estate transactions.

This integration can potentially lead to a more comprehensive reach and an improved return on investment for your real estate advertising efforts.

Real Estate PPC Lead Acquisition Costs

Typical RangeFactors Influencing CostKey Consideration
$5 - $15 per leadGeographic location, market competition, seasonal trendsEffective and continual testing of your ads and is essential for a successful campaign. It may take 2 to 3 months before your ads start to really dial-in.

Evaluating Lead Acquisition Costs

In assessing the value of lead generation, one should weigh multiple factors beyond just the cost per lead. Critical elements include:

  1. Conversion Rate: The percentage of leads that convert into clients.
  2. Click-Through Rate (CTR): An indicator of the effectiveness of an advertisement to engage potential leads.
  3. Return on Investment (ROI): The ultimate measure of campaign success, revealing the profitability of leads relative to the costs.

A strategic approach focuses on maximizing ROI, rather than minimizing lead costs alone, taking into account the potential value of properties prospects are interested in. Successful campaigns don't just minimize spending; they optimize for the greatest return.

Understanding Lead Identification

A "lead" typically refers to an individual who has shown interest in property listings by engaging with an advertisement and subsequently registering on the relevant website. A standard process involves:

  • Interaction with the Ad: A potential buyer clicks on an ad for a property they find appealing.
  • Lead Capture Mechanism Activation: Upon clicking, a pop-up appears prompting the visitor to provide their contact details.
  • Information Submission: The visitor fills out the form, which might request their name, email, and phone number.
  • CRM Integration: The submitted details are automatically entered into a Customer Relationship Management (CRM) system, enabling the real estate professional to follow up through calls, texts, or emails.

It's noteworthy that not every lead will enter genuine contact information; some might omit their phone number, for example. This occurrence is typical in scenarios employing a mandatory lead capture feature. The overarching aim is to direct potential clients to well-designed landing pages — a crucial precursor to initiating PPC campaigns.

Evaluating Lead Quality

It's crucial to recognize the variability in what constitutes a "quality" lead.

The spectrum of PPC leads encompasses immediate buyers or sellers, future prospects, inquiries for others, individuals already working with agents, and even false contacts.

Real estate professionals, after maintaining PPC campaigns over one to two years, experience conversion rates ranging from 1-5%.

Strategic follow-up techniques can significantly alter lead quality. Adequate skills in addressing concerns and demonstrating value can transform a casual looker into an active purchaser.

Remarketing strategies on social media platforms like Facebook, Instagram, and TikTok contribute to a robust online advertising initiative. By targeting these users who have already shown interest, realtors can enhance the quality of PPC leads.

Continuous investment and refinement of advertising strategies on social media, coupled with measurable conversion tracking, often lead to improved outcomes in lead generation and quality.

Close The Deal via PPC Campaigns

Here are some crucial points to consider:

  • Typically, a sale might close within 3 to 6 months after initiating a Google Ads PPC campaign.
  • This period can effectively offset the PPC campaign's costs for the year.
  • A more extensive timeline, narrating that a lead could take 12 to 18 months to culminate in a sale, is not uncommon.
  • Initial close rates for new PPC campaigns can be as low as 1%, which underscores PPC advertising as a long-term strategy.
  • With diligent follow-up and a refined workflow, closing rates in subsequent years could improve to 2-3%.

No-Contract PPC Marketing with Askterisk

Askterisk Marketing stands out as the premier choice for real estate professionals seeking impactful, results-driven PPC marketing without the commitment of long-term contracts.

Their expertise in the intricacies of pay-per-click advertising ensures that real estate agents can maximize their return on investment by targeting potential buyers precisely when they are most interested.

Let Askterisk Marketing be your ally in navigating the complex world of PPC, driving leads, and closing deals with unmatched efficiency and effectiveness.

Book A Demo with Asterisk!

03

Real Estate Agent Strategy: Boosting Sales in a Competitive Market

Embarking on a career in real estate can be both exciting and overwhelming.

You've got a passion for property and a desire to help others find their dream homes or sell for the best price. But without the right strategies in place, even the most enthusiastic real estate agent might find themselves lost in a sea of competition.

Crafting a solid strategy is essential—it's the foundation of your business and the blueprint for your success.

Illustration of a confident real estate agent standing in front of a home, representing successful real estate strategies.

Your strategy should encompass a mix of innovative marketing tactics, a deep understanding of your target market, and a clear plan for growth.

Whether you're aiming to attract first-time homebuyers or looking to dominate the luxury market, having a well-thought-out plan is key. It's not just about putting up sales signs; it's about creating a brand, networking effectively, and using every tool at your disposal to bring in business.

Strategies can range from boosting your online presence through a mobile-optimized website to engaging with potential clients via targeted email marketing campaigns.

Remember, real estate is as much about relationships as it is about properties. By staying current with trends unique real estate agent marketing strategies and adapting to the ever-changing market needs, you'll set yourself apart.

So, buckle up and get ready to take your real estate business to the next level with a robust set of strategies that help you close deals and build lasting client relationships.

Crafting a Winning Strategy

In real estate, your success hinges on how you understand and respond to the market. Let's dive into the kind of intel that can put you ahead.

Understanding Your Market

Knowing the lay of the land is where you start. Get cozy with analytics to spot the market trends that matter. Is the local market heating up with young professionals or are retirees flocking in? Get this data down because these demographics shape your target market.

Now, eye that competition. What are they doing that’s making waves? Maybe it’s virtual tours or a killer social media game. Whatever it is, take note. You're not just selling homes, you're selling a dream, and understanding what buyers want versus what other agents offer is key to carving out your niche.

Remember, real estate is more than just property; it’s people, places, and the stories they tell. Your strategy should be as dynamic as the market you’re diving into.

Setting Clear Objectives

To thrive in this industry, you've got to set solid objectives. Think of it as your personal business blueprint—laying out where you're headed and the stepping stones to get there.

Defining Long-term Goals

Your vision statement is the compass that guides your real estate journey. Picture where you want to be in, say, five years. Whether it's hitting a specific revenue target, owning a vast portfolio, or being the go-to agent in a booming market, this is your ultimate destination.

It's about more than just numbers; it encapsulates the impact you aspire to have on the community and the legacy you want to build. Remember, your long-term goals are all about the big picture – they're the dreams that get you fired up every morning.

Establishing Short-term Milestones

Now, let's chop those dreams down into achievable bits—short-term milestones. These are your tactics, the meat of your strategy. Want to nail that vision statement? It'll take planning and a series of smaller wins. Sketch out yearly, quarterly, or even monthly targets like securing a certain number of listings or closing a set volume of sales. Take it a step further by breaking these down into weekly or daily tasks.

Short-term milestones keep you on track, ensuring you're always one step closer to that big, shiny goal on the horizon. They are the proof that you’re not just dreaming big, but hustling hard too.

Building Your Brand

Building your brand in real estate isn't just about slapping your name on business cards. It's a concerted effort to create a personal brand that communicates your unique value to your clients.

Defining Your Unique Value Proposition

Your unique value proposition (UVP) is the flagship of your personal brand. It answers the key question every client has: Why should I choose you over another real estate agent? To craft your UVP, start by identifying what sets you apart from the competition.

This could be your extensive knowledge of a particular neighborhood or your knack for finding hidden-gem properties. Ensure your UVP is clear, concise, and communicated through every aspect of your branding. Learn how others have effectively used their mission, vision, and values to shape their UVP.

Developing a Consistent Brand Identity

Think of your brand identity as the visual language that speaks to clients before you even meet. This includes a memorable logo, a consistent color scheme, and marketing materials that reflect your professional standards.

Consistency is key; your business cards, website, and social media profiles should all tell the same story about who you are. Ensure your branding reflects a polished, professional image that aligns with your UVP.

Bolster your brand by integrating a catchy slogan that resonates with your target market and embeds your values into people's minds.

Leveraging Technology

Embracing technology isn't just a nice-to-have, it's a must to stay ahead. Not only can these tools help you manage relationships and streamline operations, but they're also pivotal for analyzing your success and reaching clients more effectively.

Utilizing The Right CRM

Customer Relationship Management (CRM) systems are your go-to for keeping your contacts sorted and your interactions tracked. Imagine having a centralized database where all your client info is neatly organized.

With a CRM, that's your reality. You can follow up on leads, schedule meetings, and personalize your approach based on your clients' history and preferences. This isn't just about staying organized; it's about being efficient and making every client feel like they're your only one.

Tying in Automation Tools

To say that automation tools are a game-changer would be an understatement. They take repetitive tasks off your plate, like sending those email marketing campaigns or updating property listings. With automation, you can set up triggers based on specific actions in your CRM.

For example, when a new lead is added, an introductory email can be sent directly without you lifting a finger. But here's the best part: you'll have more time to focus on what you do best—selling properties and building relationships—while the tech handles the busy work.

Networking and Partnerships

In our industry, building a robust network and establishing strategic partnerships can be pivotal to your success. These connections not only help in generating leads but also in gaining valuable insights and staying up-to-date with market trends.

Cultivating Relationships with Clients and Industry Professionals

To become a successful agent, you've got to put in the work to nurture relationships with clients and fellow industry professionals. Engaging with your community and regularly attending events by the National Association of Realtors can lead to fruitful referrals and a stronger professional network.

  • Be Active in Your Community: Involvement in local events showcases your commitment and can solidify your reputation as a reliable agent.
  • Join Professional Associations: Maintain memberships in organizations like the National Association of Realtors to both learn and contribute to industry conversations.
  • Join A Coaching Program: Our wide range of real estate coaching solutions not only give you access to a world of expertise, but a helpful and supportive community of like-minded professionals.

Exploring Collaboration Opportunities

Collaborations open doors. When you partner with local businesses, you tap into their customer base, creating a mutually beneficial referral system.

  • Form Strategic Partnerships: Identify non-competing businesses in your area and propose ways to help each other grow.
  • Shared Promotions: Team up for events or promotions that can leverage both your networks, increasing visibility for everyone involved.

Continuous Learning and Adaptation

Your edge comes from understanding that the market never stands still. You need to prioritize both education and a willingness to adapt as you hone your industry expertise.

Staying Informed About Market Changes

Keeping your finger on the pulse of the market is essential. You've got to track trends and economic shifts that could influence property values or buyer behavior. Think about setting up Google Alerts for real estate news or subscribing to industry newsletters. Knowledge isn't static, so neither should your learning be. By staying informed, you foster real estate marketing strategy that’s agile and responsive.

  • Regularly Review Market Reports: Local and national market reports can give you insights into pricing, inventory levels, and buying patterns.
  • Attend Workshops and Seminars: These can be fantastic sources to gain education and discuss with peers about emerging market trends.
  • Become A Pathfinder: Our Pathfinder Group Coaching program is one of the best ways to learn from others and be constantly "in the loop."

Embracing Innovation and Evolution

Welcoming change and innovation is what we're all about here at A Brilliant Tribe - it keeps your practice fresh and relevant. Embrace cutting-edge real estate marketing strategies and tools that can streamline your operations or create better experiences for your clients. Whether that's virtual home tours, data analytics to predict market trends, or social media advertising - adopting new tactics can be what sets you apart.

  • Invest in Tech: Utilize CRM systems, mobile apps, and social platforms to your advantage.
  • Networking: Join real estate groups or online forums where innovative ideas are shared.

Remember, your growth in expertise depends on continuous learning and the courage to implement innovation.

Maximizing Real Estate Marketing

Your marketing strategies can make or break your ability to drum up new leads and lock in clients. But don't sweat it - here's how you can max out your marketing mojo.

Hit Up Social Media: Places like Facebook and Instagram aren't just for cat videos and brunch pics. They're powerful tools to showcase properties and share testimonials. Regular posts with crisp visuals can keep you top-of-mind for your network.

  • SEO Savvy: Get your website front and center on search engines by nailing those keywords people are searching for. This means having quality content about the markets you cover, the services you provide, and plenty of property-focused articles.
  • Informative Emails: Email marketing can be a treasure trove for leads if done right. Craft newsletters that your potential clients genuinely want to read, give them insights, market stats, or even how-to guides related to buying and selling homes.
  • Content King: Content marketing is your chance to show off your industry know-how. Pro tip? Target questions your clients frequently ask and answer them in blog posts or videos.

Navigating the digital landscape alone can be overwhelming. At A Brilliant Tribe, we understand the challenges real estate professionals face in today's competitive market. That's why we offer a comprehensive suite of digital marketing services designed to elevate your online presence and drive results.

Partnering with ABT Agency means gaining access to:

  • Custom website and landing page creation tailored to showcase your listings and capture leads effectively.
  • Targeted Facebook and Instagram advertising campaigns to reach your ideal audience.
  • Engaging short-form content creation, including social media posts, blog articles, and videos, to captivate your audience and build brand awareness.
  • Professional video production services to highlight properties, share client testimonials, and establish your expertise in the market.
  • Comprehensive analytics and performance tracking to measure the effectiveness of your marketing efforts

Learn more about ABT's Digital Marketing services.

Real Estate Agent Strategy: Boosting Sales in a Competitive Market

Embarking on a career in real estate can be both exciting and overwhelming.

You've got a passion for property and a desire to help others find their dream homes or sell for the best price. But without the right strategies in place, even the most enthusiastic real estate agent might find themselves lost in a sea of competition.

Crafting a solid strategy is essential—it's the foundation of your business and the blueprint for your success.

Illustration of a confident real estate agent standing in front of a home, representing successful real estate strategies.

Your strategy should encompass a mix of innovative marketing tactics, a deep understanding of your target market, and a clear plan for growth.

Whether you're aiming to attract first-time homebuyers or looking to dominate the luxury market, having a well-thought-out plan is key. It's not just about putting up sales signs; it's about creating a brand, networking effectively, and using every tool at your disposal to bring in business.

Strategies can range from boosting your online presence through a mobile-optimized website to engaging with potential clients via targeted email marketing campaigns.

Remember, real estate is as much about relationships as it is about properties. By staying current with trends unique real estate agent marketing strategies and adapting to the ever-changing market needs, you'll set yourself apart.

So, buckle up and get ready to take your real estate business to the next level with a robust set of strategies that help you close deals and build lasting client relationships.

Crafting a Winning Strategy

In real estate, your success hinges on how you understand and respond to the market. Let's dive into the kind of intel that can put you ahead.

Understanding Your Market

Knowing the lay of the land is where you start. Get cozy with analytics to spot the market trends that matter. Is the local market heating up with young professionals or are retirees flocking in? Get this data down because these demographics shape your target market.

Now, eye that competition. What are they doing that’s making waves? Maybe it’s virtual tours or a killer social media game. Whatever it is, take note. You're not just selling homes, you're selling a dream, and understanding what buyers want versus what other agents offer is key to carving out your niche.

Remember, real estate is more than just property; it’s people, places, and the stories they tell. Your strategy should be as dynamic as the market you’re diving into.

Setting Clear Objectives

To thrive in this industry, you've got to set solid objectives. Think of it as your personal business blueprint—laying out where you're headed and the stepping stones to get there.

Defining Long-term Goals

Your vision statement is the compass that guides your real estate journey. Picture where you want to be in, say, five years. Whether it's hitting a specific revenue target, owning a vast portfolio, or being the go-to agent in a booming market, this is your ultimate destination.

It's about more than just numbers; it encapsulates the impact you aspire to have on the community and the legacy you want to build. Remember, your long-term goals are all about the big picture – they're the dreams that get you fired up every morning.

Establishing Short-term Milestones

Now, let's chop those dreams down into achievable bits—short-term milestones. These are your tactics, the meat of your strategy. Want to nail that vision statement? It'll take planning and a series of smaller wins. Sketch out yearly, quarterly, or even monthly targets like securing a certain number of listings or closing a set volume of sales. Take it a step further by breaking these down into weekly or daily tasks.

Short-term milestones keep you on track, ensuring you're always one step closer to that big, shiny goal on the horizon. They are the proof that you’re not just dreaming big, but hustling hard too.

Building Your Brand

Building your brand in real estate isn't just about slapping your name on business cards. It's a concerted effort to create a personal brand that communicates your unique value to your clients.

Defining Your Unique Value Proposition

Your unique value proposition (UVP) is the flagship of your personal brand. It answers the key question every client has: Why should I choose you over another real estate agent? To craft your UVP, start by identifying what sets you apart from the competition.

This could be your extensive knowledge of a particular neighborhood or your knack for finding hidden-gem properties. Ensure your UVP is clear, concise, and communicated through every aspect of your branding. Learn how others have effectively used their mission, vision, and values to shape their UVP.

Developing a Consistent Brand Identity

Think of your brand identity as the visual language that speaks to clients before you even meet. This includes a memorable logo, a consistent color scheme, and marketing materials that reflect your professional standards.

Consistency is key; your business cards, website, and social media profiles should all tell the same story about who you are. Ensure your branding reflects a polished, professional image that aligns with your UVP.

Bolster your brand by integrating a catchy slogan that resonates with your target market and embeds your values into people's minds.

Leveraging Technology

Embracing technology isn't just a nice-to-have, it's a must to stay ahead. Not only can these tools help you manage relationships and streamline operations, but they're also pivotal for analyzing your success and reaching clients more effectively.

Utilizing The Right CRM

Customer Relationship Management (CRM) systems are your go-to for keeping your contacts sorted and your interactions tracked. Imagine having a centralized database where all your client info is neatly organized.

With a CRM, that's your reality. You can follow up on leads, schedule meetings, and personalize your approach based on your clients' history and preferences. This isn't just about staying organized; it's about being efficient and making every client feel like they're your only one.

Tying in Automation Tools

To say that automation tools are a game-changer would be an understatement. They take repetitive tasks off your plate, like sending those email marketing campaigns or updating property listings. With automation, you can set up triggers based on specific actions in your CRM.

For example, when a new lead is added, an introductory email can be sent directly without you lifting a finger. But here's the best part: you'll have more time to focus on what you do best—selling properties and building relationships—while the tech handles the busy work.

Networking and Partnerships

In our industry, building a robust network and establishing strategic partnerships can be pivotal to your success. These connections not only help in generating leads but also in gaining valuable insights and staying up-to-date with market trends.

Cultivating Relationships with Clients and Industry Professionals

To become a successful agent, you've got to put in the work to nurture relationships with clients and fellow industry professionals. Engaging with your community and regularly attending events by the National Association of Realtors can lead to fruitful referrals and a stronger professional network.

  • Be Active in Your Community: Involvement in local events showcases your commitment and can solidify your reputation as a reliable agent.
  • Join Professional Associations: Maintain memberships in organizations like the National Association of Realtors to both learn and contribute to industry conversations.
  • Join A Coaching Program: Our wide range of real estate coaching solutions not only give you access to a world of expertise, but a helpful and supportive community of like-minded professionals.

Exploring Collaboration Opportunities

Collaborations open doors. When you partner with local businesses, you tap into their customer base, creating a mutually beneficial referral system.

  • Form Strategic Partnerships: Identify non-competing businesses in your area and propose ways to help each other grow.
  • Shared Promotions: Team up for events or promotions that can leverage both your networks, increasing visibility for everyone involved.

Continuous Learning and Adaptation

Your edge comes from understanding that the market never stands still. You need to prioritize both education and a willingness to adapt as you hone your industry expertise.

Staying Informed About Market Changes

Keeping your finger on the pulse of the market is essential. You've got to track trends and economic shifts that could influence property values or buyer behavior. Think about setting up Google Alerts for real estate news or subscribing to industry newsletters. Knowledge isn't static, so neither should your learning be. By staying informed, you foster real estate marketing strategy that’s agile and responsive.

  • Regularly Review Market Reports: Local and national market reports can give you insights into pricing, inventory levels, and buying patterns.
  • Attend Workshops and Seminars: These can be fantastic sources to gain education and discuss with peers about emerging market trends.
  • Become A Pathfinder: Our Pathfinder Group Coaching program is one of the best ways to learn from others and be constantly "in the loop."

Embracing Innovation and Evolution

Welcoming change and innovation is what we're all about here at A Brilliant Tribe - it keeps your practice fresh and relevant. Embrace cutting-edge real estate marketing strategies and tools that can streamline your operations or create better experiences for your clients. Whether that's virtual home tours, data analytics to predict market trends, or social media advertising - adopting new tactics can be what sets you apart.

  • Invest in Tech: Utilize CRM systems, mobile apps, and social platforms to your advantage.
  • Networking: Join real estate groups or online forums where innovative ideas are shared.

Remember, your growth in expertise depends on continuous learning and the courage to implement innovation.

Maximizing Real Estate Marketing

Your marketing strategies can make or break your ability to drum up new leads and lock in clients. But don't sweat it - here's how you can max out your marketing mojo.

Hit Up Social Media: Places like Facebook and Instagram aren't just for cat videos and brunch pics. They're powerful tools to showcase properties and share testimonials. Regular posts with crisp visuals can keep you top-of-mind for your network.

  • SEO Savvy: Get your website front and center on search engines by nailing those keywords people are searching for. This means having quality content about the markets you cover, the services you provide, and plenty of property-focused articles.
  • Informative Emails: Email marketing can be a treasure trove for leads if done right. Craft newsletters that your potential clients genuinely want to read, give them insights, market stats, or even how-to guides related to buying and selling homes.
  • Content King: Content marketing is your chance to show off your industry know-how. Pro tip? Target questions your clients frequently ask and answer them in blog posts or videos.

Navigating the digital landscape alone can be overwhelming. At A Brilliant Tribe, we understand the challenges real estate professionals face in today's competitive market. That's why we offer a comprehensive suite of digital marketing services designed to elevate your online presence and drive results.

Partnering with ABT Agency means gaining access to:

  • Custom website and landing page creation tailored to showcase your listings and capture leads effectively.
  • Targeted Facebook and Instagram advertising campaigns to reach your ideal audience.
  • Engaging short-form content creation, including social media posts, blog articles, and videos, to captivate your audience and build brand awareness.
  • Professional video production services to highlight properties, share client testimonials, and establish your expertise in the market.
  • Comprehensive analytics and performance tracking to measure the effectiveness of your marketing efforts

Learn more about ABT's Digital Marketing services.

04

Adapting to the Shifting Real Estate Market: Brilliant Strategies for Agents

The market is shifting. I’m generally seeing a lot of panic in the real estate market and even among agents inside LabCoat Agents because of this shift. We’re getting a lot of differing views and worries as to where the market is heading: Is it going to crash? Is it going to stabilize? What’s happening?

That’s why I decided to start Brilliant Talks, co-hosted by my friend Mark Raider, one of the top-producing team members at Tristan & Associates out in Los Angeles-Ventura County. We want to have a platform where agents can come together and learn and be equipped to survive and succeed in this market shift.

And from what we’re seeing right now, the market is heading towards a more neutral place. Of course, things can change and something big and unexpected can happen anytime that might throw us all off-guard. It is also too early to forecast what will happen to the market so far into the future when we are still in the middle of changing. But based on the data we currently have, the market isn’t going to crash anytime soon.

However, it is best to gear up right now, because things are going to get a little tight as we navigate this market shift. What can real estate agents do to prepare?

Focus on your database.

In the world we live in today, our database is literally at our fingertips, but we don’t use it enough. Our smartphones are powerful tools at our disposal to succeed in this shifting market.

There are two kinds of databases you can have: organic and paid. Paid databases include paying for leads, lead generation through Google PPC, or something similar to Zillow services. Organic databases, on the other hand, are free and are something you can maximize, especially when things (and budget) are tight.

So let’s dive a little deeper into the organic database first.

Leverage social media

We always say, “Go where the consumer is” and yet we do the opposite. We are overlooking the most powerful tool at our fingertips in order for us to succeed.

The immediate place that I need you to look at is social media. According to Wikipedia, the top 5 most visited websites in the world are Google, YouTube, Facebook, Twitter, and Instagram. In the top 25 are LinkedIn (23), Reddit (20), and TikTok (18).

These social media platforms are free to use, and they can serve as an extended form of your database. It also comes with some paid additional services and affiliates for businesses, and yet we aren’t utilizing them enough.

Let’s look at LinkedIn, for example. They now have something called "Sales Navigator." I talked about it more extensively in a recent episode of Brilliant Thoughts, a SUCCESS magazine podcast, titled Sharpen Your Social Media Strategy. Basically, it allows me to set my lead filters and reverse search for people I want to focus on as my audience. It lets you filter out what you post and who you reach out to.

You can even “hack the algorithm” on popular social media websites such as Facebook, Twitter, and Instagram by doing a simple thing: Provide your audience with information they want and need; be the resource that gives them the answers to their pressing questions about real estate. Then call them to action: invite them to DM you.

For example, I am subscribed to Keeping Current Matters, and they provide beautiful guides with graphs and quotes, and a lot of fresh and relevant information about the current state and trends in real estate. You can use that information, compile it into a PDF, and make a teaser of that information to post on your feed. Then you invite your sphere, your people, to message you if they want to know more, so you can give the rest of it for free.

You can even make YouTube videos and dive deep into these topics.

These are all strategies that work in leveraging social media for success in this shifting market. But at the end of the day, these won’t work if you are not engaging your audience in an authentic way.

Don’t forget that the most important part is to build relationships. Yes, be strategic, get creative and intentional with the content and value you are putting out there, but don’t forget to connect to them as a human being.

Newsletters are still a thing

If you don’t have one, I can’t stress how important it is that you get one. Newsletters work. The only reason they might not be working for you is because you are spamming people with information that has no value to them or nobody wants to listen to you. One way you can send out value is to be proactive in being more targeted.

My friend, Blair Ballin, out over in Phoenix, AZ, did an awesome job at this. He creates video content, and when Redfin released data on the migration patterns of people during the pandemic, they mentioned that a lot of people moved to Phoenix from Washington. Blair contacts agents and people who are planning to move out of Washington, sends them a newsletter about this through Facebook, and closes transactions.

Just recently, he closed his biggest one ever at almost $3 million from a newsletter.

Think of the opportunities you are passing up on in newsletters.

From phone and Gmail to CRM

I talked about this in one of my YouTube videos: Your First Year in Real Estate, (or you can read the blog here.)

This is probably the easiest thing to do. You can export your contacts on your phone to an excel file using an app. We use MCBackup Pro, but there’s another great app called Contacts Backup. These are available for Apple and Android on the app store.

Once you’ve exported your contacts, categorize them. I usually use these for categories: A, B, C, and D.

A: They’ve given me a referral

B: If I ask, they will give me a referral

C: They’ll probably give me a referral, but I’ve never asked

D: They’ll never give me a referral. It could be for any reason. Maybe I messed up before. Or they probably don’t like me, and I don’t like them either.

You can use these categories or come up with your own. The main point is to categorize your contacts.

After you do, start reaching out to them.

The idea behind reaching out to those people on your phone is that, first of all, you probably haven’t reached out to them in a while. And it’s part of your database.

The next part is, and here’s what a lot of agents and brokers and teams miss, you don’t categorize when you’re talking to people. When you reach out to somebody, your job is to categorize where you’re going to fit them in.

Once you’ve contacted them, feed them through your CRM, whatever CRM you are using. Some brokerages have a free CRM. You can also use what we use: FollowUp Boss and Chime. I’m not telling you to go out and buy one right now. If you already have a CRM, it is time to use it.

You can do the same thing with your Gmail contacts. If you have Gmail, just type in contacts.google.com and it will show you everybody that you’ve ever contacted through Gmail. They also give you the option to export them. Do the same thing with your phone contacts: Export. Categorize. Contact. Put them in your CRM.

Everybody that you talk to or want to export, guess where they go? They go on that free newsletter that you still haven’t built up. That's a free newsletter that people need to receive on a weekly or bi-weekly timeline.

Because everybody has the same question right now in real estate

  • Is the market going to crash?
  • Is there a bubble?
  • What’s happening in the real estate market?
  • Is there a recession coming in? If so, how is it going to affect real estate?

You want to have those opportunities to talk to people, to engage with them, and explain to them the knowledge that you have. But the challenge is that we’re not doing it enough.

Door-knocking and open houses

My first day in real estate, I door-knocked for six hours. I kept on door-knocking every single day. The mistake I made is that I didn’t start a database. I just door-knocked and hoped for the best. I hoped that somebody would actually want to sell or buy. My efforts were worth it. Three months in, somebody did. But the point is, I shifted and adapted as I grew with this. And I created a newsletter, eventually.

Whenever you door-knock an area, remember that you’re going to be farming the area and that you’re going to show up consistently over time. This is the key to successful door-knocking. 

The idea is, it does work. You just have to show up. You have to give the right marketing pieces to the homeowners. You have to make sure that you have a plan.

The other part of this is open houses. One of our team members also does open houses. We all do open houses but there are different levels to them.

Open houses are an amazing thing that you can do. If you are new and just starting out, sometimes you don’t have any listings that you can do an open house with. Don’t let that stop you. Ask your brokerage if they have open houses. Or check with other top real estate agents in your office. You would be surprised at how many agents would gladly let you hold an open house on one of their listings. It is one of the best things you can do. 

Expireds and FSBOs 

Just in the last month, expireds went up a little over 40%. We’re seeing more expireds come on the market. Do you have a plan for that? 

One of my very first listings was an expired luxury listing. It was one of the ways we broke into the luxury market. It was through Google PPC and calling expireds.

We called this expired, he picked up and asked me to call back at a later time. I called them back and we talked, and they asked me a favor to stop by their house instead. This was a $5 million listing. I drove up a windy hill for around 25 minutes to get there.

The seller told me he had bought the house 7 or 8 years ago at an auction. He had finished some renovations here and there. The person who owned it before him was a drug dealer, and that person would hide money, so we looked for money hidden behind walls. This seller was just a fun guy.

That was my very first expired listing call. Then it just grew from there, listing conversions.

The point is, in order to succeed, you have to show up daily. Some days you’re going to have bad luck, some days you’re going to do amazing.

How uncomfortable are you willing to get?

You have a choice for everything on this list. Either do one, do a little bit, test it out, or have no questions and go all-in. When I started in real estate, I had debt because I was right out of college.  I was already married, and I was like “I’m tired of living in one room.” I have no choice but to succeed.

When you look at it that way, you stop making excuses for failing. Then you stop becoming a victim.

You need to keep on prospecting. As Mark, my co-host in this episode, brilliantly puts it, “It all starts with finding out what your “Why?” is, and then digging deeper into why that is. That way you can hold on to it. Because there’s going to be a lot of times, especially as a new agent, or even a seasoned agent, when you’re not going to want to get up and go out there and prospect and work. You need to hold on to that why so it can fire you up.”

Ask yourself, how uncomfortable are you willing to get? Because there’s one thing to this whole process of becoming an amazing real estate agent and making this a career, it’s that it’s going to get uncomfortable. You have to adapt continually.

Things are going to continually change for you and you have to adapt. One of the best skills you can have is adaptability—being able to adapt so quickly because things are changing.
 

Adapting to the Shifting Real Estate Market: Brilliant Strategies for Agents

The market is shifting. I’m generally seeing a lot of panic in the real estate market and even among agents inside LabCoat Agents because of this shift. We’re getting a lot of differing views and worries as to where the market is heading: Is it going to crash? Is it going to stabilize? What’s happening?

That’s why I decided to start Brilliant Talks, co-hosted by my friend Mark Raider, one of the top-producing team members at Tristan & Associates out in Los Angeles-Ventura County. We want to have a platform where agents can come together and learn and be equipped to survive and succeed in this market shift.

And from what we’re seeing right now, the market is heading towards a more neutral place. Of course, things can change and something big and unexpected can happen anytime that might throw us all off-guard. It is also too early to forecast what will happen to the market so far into the future when we are still in the middle of changing. But based on the data we currently have, the market isn’t going to crash anytime soon.

However, it is best to gear up right now, because things are going to get a little tight as we navigate this market shift. What can real estate agents do to prepare?

Focus on your database.

In the world we live in today, our database is literally at our fingertips, but we don’t use it enough. Our smartphones are powerful tools at our disposal to succeed in this shifting market.

There are two kinds of databases you can have: organic and paid. Paid databases include paying for leads, lead generation through Google PPC, or something similar to Zillow services. Organic databases, on the other hand, are free and are something you can maximize, especially when things (and budget) are tight.

So let’s dive a little deeper into the organic database first.

Leverage social media

We always say, “Go where the consumer is” and yet we do the opposite. We are overlooking the most powerful tool at our fingertips in order for us to succeed.

The immediate place that I need you to look at is social media. According to Wikipedia, the top 5 most visited websites in the world are Google, YouTube, Facebook, Twitter, and Instagram. In the top 25 are LinkedIn (23), Reddit (20), and TikTok (18).

These social media platforms are free to use, and they can serve as an extended form of your database. It also comes with some paid additional services and affiliates for businesses, and yet we aren’t utilizing them enough.

Let’s look at LinkedIn, for example. They now have something called "Sales Navigator." I talked about it more extensively in a recent episode of Brilliant Thoughts, a SUCCESS magazine podcast, titled Sharpen Your Social Media Strategy. Basically, it allows me to set my lead filters and reverse search for people I want to focus on as my audience. It lets you filter out what you post and who you reach out to.

You can even “hack the algorithm” on popular social media websites such as Facebook, Twitter, and Instagram by doing a simple thing: Provide your audience with information they want and need; be the resource that gives them the answers to their pressing questions about real estate. Then call them to action: invite them to DM you.

For example, I am subscribed to Keeping Current Matters, and they provide beautiful guides with graphs and quotes, and a lot of fresh and relevant information about the current state and trends in real estate. You can use that information, compile it into a PDF, and make a teaser of that information to post on your feed. Then you invite your sphere, your people, to message you if they want to know more, so you can give the rest of it for free.

You can even make YouTube videos and dive deep into these topics.

These are all strategies that work in leveraging social media for success in this shifting market. But at the end of the day, these won’t work if you are not engaging your audience in an authentic way.

Don’t forget that the most important part is to build relationships. Yes, be strategic, get creative and intentional with the content and value you are putting out there, but don’t forget to connect to them as a human being.

Newsletters are still a thing

If you don’t have one, I can’t stress how important it is that you get one. Newsletters work. The only reason they might not be working for you is because you are spamming people with information that has no value to them or nobody wants to listen to you. One way you can send out value is to be proactive in being more targeted.

My friend, Blair Ballin, out over in Phoenix, AZ, did an awesome job at this. He creates video content, and when Redfin released data on the migration patterns of people during the pandemic, they mentioned that a lot of people moved to Phoenix from Washington. Blair contacts agents and people who are planning to move out of Washington, sends them a newsletter about this through Facebook, and closes transactions.

Just recently, he closed his biggest one ever at almost $3 million from a newsletter.

Think of the opportunities you are passing up on in newsletters.

From phone and Gmail to CRM

I talked about this in one of my YouTube videos: Your First Year in Real Estate, (or you can read the blog here.)

This is probably the easiest thing to do. You can export your contacts on your phone to an excel file using an app. We use MCBackup Pro, but there’s another great app called Contacts Backup. These are available for Apple and Android on the app store.

Once you’ve exported your contacts, categorize them. I usually use these for categories: A, B, C, and D.

A: They’ve given me a referral

B: If I ask, they will give me a referral

C: They’ll probably give me a referral, but I’ve never asked

D: They’ll never give me a referral. It could be for any reason. Maybe I messed up before. Or they probably don’t like me, and I don’t like them either.

You can use these categories or come up with your own. The main point is to categorize your contacts.

After you do, start reaching out to them.

The idea behind reaching out to those people on your phone is that, first of all, you probably haven’t reached out to them in a while. And it’s part of your database.

The next part is, and here’s what a lot of agents and brokers and teams miss, you don’t categorize when you’re talking to people. When you reach out to somebody, your job is to categorize where you’re going to fit them in.

Once you’ve contacted them, feed them through your CRM, whatever CRM you are using. Some brokerages have a free CRM. You can also use what we use: FollowUp Boss and Chime. I’m not telling you to go out and buy one right now. If you already have a CRM, it is time to use it.

You can do the same thing with your Gmail contacts. If you have Gmail, just type in contacts.google.com and it will show you everybody that you’ve ever contacted through Gmail. They also give you the option to export them. Do the same thing with your phone contacts: Export. Categorize. Contact. Put them in your CRM.

Everybody that you talk to or want to export, guess where they go? They go on that free newsletter that you still haven’t built up. That's a free newsletter that people need to receive on a weekly or bi-weekly timeline.

Because everybody has the same question right now in real estate

  • Is the market going to crash?
  • Is there a bubble?
  • What’s happening in the real estate market?
  • Is there a recession coming in? If so, how is it going to affect real estate?

You want to have those opportunities to talk to people, to engage with them, and explain to them the knowledge that you have. But the challenge is that we’re not doing it enough.

Door-knocking and open houses

My first day in real estate, I door-knocked for six hours. I kept on door-knocking every single day. The mistake I made is that I didn’t start a database. I just door-knocked and hoped for the best. I hoped that somebody would actually want to sell or buy. My efforts were worth it. Three months in, somebody did. But the point is, I shifted and adapted as I grew with this. And I created a newsletter, eventually.

Whenever you door-knock an area, remember that you’re going to be farming the area and that you’re going to show up consistently over time. This is the key to successful door-knocking. 

The idea is, it does work. You just have to show up. You have to give the right marketing pieces to the homeowners. You have to make sure that you have a plan.

The other part of this is open houses. One of our team members also does open houses. We all do open houses but there are different levels to them.

Open houses are an amazing thing that you can do. If you are new and just starting out, sometimes you don’t have any listings that you can do an open house with. Don’t let that stop you. Ask your brokerage if they have open houses. Or check with other top real estate agents in your office. You would be surprised at how many agents would gladly let you hold an open house on one of their listings. It is one of the best things you can do. 

Expireds and FSBOs 

Just in the last month, expireds went up a little over 40%. We’re seeing more expireds come on the market. Do you have a plan for that? 

One of my very first listings was an expired luxury listing. It was one of the ways we broke into the luxury market. It was through Google PPC and calling expireds.

We called this expired, he picked up and asked me to call back at a later time. I called them back and we talked, and they asked me a favor to stop by their house instead. This was a $5 million listing. I drove up a windy hill for around 25 minutes to get there.

The seller told me he had bought the house 7 or 8 years ago at an auction. He had finished some renovations here and there. The person who owned it before him was a drug dealer, and that person would hide money, so we looked for money hidden behind walls. This seller was just a fun guy.

That was my very first expired listing call. Then it just grew from there, listing conversions.

The point is, in order to succeed, you have to show up daily. Some days you’re going to have bad luck, some days you’re going to do amazing.

How uncomfortable are you willing to get?

You have a choice for everything on this list. Either do one, do a little bit, test it out, or have no questions and go all-in. When I started in real estate, I had debt because I was right out of college.  I was already married, and I was like “I’m tired of living in one room.” I have no choice but to succeed.

When you look at it that way, you stop making excuses for failing. Then you stop becoming a victim.

You need to keep on prospecting. As Mark, my co-host in this episode, brilliantly puts it, “It all starts with finding out what your “Why?” is, and then digging deeper into why that is. That way you can hold on to it. Because there’s going to be a lot of times, especially as a new agent, or even a seasoned agent, when you’re not going to want to get up and go out there and prospect and work. You need to hold on to that why so it can fire you up.”

Ask yourself, how uncomfortable are you willing to get? Because there’s one thing to this whole process of becoming an amazing real estate agent and making this a career, it’s that it’s going to get uncomfortable. You have to adapt continually.

Things are going to continually change for you and you have to adapt. One of the best skills you can have is adaptability—being able to adapt so quickly because things are changing.
 

05

The Ultimate Checklist: Before and After Getting the Listing

 I want to talk to you about two things. Especially if you are a listing agent.

There are a lot of things that you need to prepare even before the listing goes live on the MLS. So much goes on behind the scenes, and there are a lot of things we might miss. That’s why I am sharing the checklist of the things we do and prepare, as early as three weeks before Day 0, or the day the listing goes up on MLS.

The second thing I want to talk about is something that I think some agents forget, but in my opinion, it is as important as all the work you have to get done before the listing goes live. That is communication with the seller post-listing, or after Day 0.

We’ve forgotten the basics when it comes to listing because of the “pandemic frenzy” in the housing market. Now that the market is shifting back to a neutral market, I hope this serves as a helpful refresher for you.

Pre-listing Marketing

In a neutral market, premarketing is important. This wasn’t as important in the past couple of years because houses were flying off the shelves in the blink of an eye, but in a neutral market, the average number of days a home stays on the market is around two to three, sometimes four, months.

Generally, it is better to be more prepared than unprepared, and if you can, the more lead time you have to get all the premarketing preparations done, the better and smoother the selling and marketing process will proceed. 

When we take a listing, as much as possible, we tell the seller we want to start way ahead of the launch. That way, we can produce the quality materials needed to sell the house.

Typically, we prepare three weeks before the listing goes up on the MLS. This is a checklist of what our team prepares before Day 0:

Three Weeks Before Day 0:

Prepare all the assets you will need for marketing. These include photos and videos, as well as the Seller Story. Let’s break it down:

  • Professional snapshots

Have a professional take a photo of the house. You want to highlight the appeal that the home already has, and who knows the job better than the pros, right? If you can get drone footage, it will be an added plus to your marketing. Aerial photos, drone shots, and exterior and interior shots, all of these turn out better than using assets taken from your phone. It makes editing and packaging the photos much easier.

  • 3D Tours and Box Brownie

For 3D tours, we use Matterport, and there are other companies that do that.

Box Brownie is a company that edits some of the pictures. You can check out their services. There are also a lot of other companies that do a wonderful job; you can Google them. But we use Box brownie to edit the first photo, and typically it is things like removing objects, including some furniture (like tables, chairs, couches). In one case, we had them completely renovate one whole room—from a disco room, they redesigned and reconceptualized it to something that would look amazing.

  • The Seller Story

 The one thing we really push on is the Seller Story. We tell their story on social media, and we write a blog, sometimes a video, about “Why did the seller buy this home?” 

We want to get the story out there because that might be the reason somebody else is buying this home as well.

  • Just Listed Postcards and Neighbor Letters

We make it a point to make Just Listed postcards for almost all of our listings, especially now that we’ve got time. Because the market is shifting to neutral, we expect that homes aren’t going to sell in a week or two weeks. 

We also ask our sellers to make a letter to their neighbors. It is something simple: just a letter addressed to their neighbors saying that they are selling their home, the reason why they are selling, and asking them to let them know if they know anybody who might be looking to buy a home. 

The way it is so personal makes it more powerful than just having the usual, where agents act as the messenger and tell neighbors about a house going up for sale in their neighborhood. But if you are with another broker, ask them first if they will allow this.

We mail those, or door-knock hand-deliver them, and we let the sellers know we will be door-knocking around their neighborhood, in case they know someone who is looking to buy.

  • Home details and pre-inspection

As the listing agent, you want to get the home details early in case you come up with any marketing remarks to share with your client. That way, for any tweaks or changes you might want to make, you and the seller will have enough lead time to get around to it.

You would also want to do a pre-home inspection three weeks before the listing goes up on the MLS. Some home inspectors charge less for that. This is necessary if you want to know what problems still need fixing in the home you’re going to list for sale.

  • Floor plans

If you can't find anybody, Home Depot does an amazing job of floor plans. There are also tons of other companies that can do this for you.

Two Weeks Before Day 0:

Two weeks before the listing goes up on the MLS, we combine everything we’ve gotten: home details, the great pictures from Box Brownie, the aerial photos, the seller's story, etc., and start planning our marketing schedule.

  • Marketing Graphics

Everything we got ready for week three, we used to create amazing marketing graphics. These marketing graphics are going to be used on all social media, ads, and in our newsletter. 

  • Schedule

Make a checklist of all the marketing assets from week three, and make sure that everything is ready so that you know when they are going to be released once it goes live.

When it will be posted on social media, when will you send out the just listed postcard and neighbor letters, when will you do the newsletter, and when are the videos going to go out? 

  • Walk the Home

Walk through the home again on week two, and take note of any information that you might be missing. Because there will be something that you missed the first time you walked through the home and sat with the seller during your listing presentation.

  • Hire a Pest Inspection

Next is to hire a local termite inspector (most houses in California have termites). You can also hire a general insect, rodent, or pest inspection.

  • Make Invitations for Your Past Clients and Sphere

We also invite past clients to an event. We get a list of everybody and get ready to invite our past clients to the event on the day, or on the day before the listing goes live. 

  • Order the Signs

Order the signs two weeks before the listing goes up.

One Week Before Day 0:

The preparations will start to get a little more hectic five to seven days before the listing goes up on the MLS. Buckle up.

  • Ads

Start creating the Facebook ads, Instagram ads, YouTube and TikTok ads (if you’re doing them too), and all the lead ads once you have all the graphic and video assets and the seller's story so that they are ready to go. Remember that lead ads (i.e. FB ads) sometimes take 24 hours to get going. In some cases, it takes a little bit longer because sometimes the ad (or payment) doesn’t go through.

  • Call the Neighbors

Get the neighbors ready too. Make a call list. Call them the day before it goes live. The best thing about any brand-new listing is that it lets the neighbors know before they actually see the sign. Try to do it on day -1 (not on day 0) because it works extremely well. That is how you garner or pique maximum interest. We use REDX for this.

Also, don’t forget the 10-10-20 rule: within 12 months of a property being listed, the 10 houses to the right, 10 houses to the left, and the 20 houses (10 on each side) across the property will also list their home.

Remember to do these when you are able to legally (the day before, on the day, or a day after the listing goes live on MLS).

  • Get the Mailers and the Letters Ready

We also get the mailers ready ahead of time because they usually take 4-5 days to go out on our end. So on week one, we are already processing it 5-6 days out, so that they go and get mailed on time.

If you are going to mail letters to the neighbors, get them ready ahead of time as well. Those take about a day or two, get closer.

  • Send Out the Invitation to Your Database

Text your clients. We use Chime or Follow Up Boss. In Chime, it is really easy to find all of our people that are looking at the same price points. We use that in our reverse prospecting, and if the house about to go live falls within that price point, we add it to the text list. Then send out the text to everyone on that list a day before or on the day the listing goes live, with the link attached.

  • Get Your Graphics Coordinated

Make sure that all of your graphics are ready to go for the whole team so that everything looks like it is coming from one place and it is all in unison with the same story.

  • Tap on Your Seller’s Database

One thing we do sometimes (we don’t do this often) is if we know the seller has a great database, and if they want to participate in this, we ask them to send the email to their database. We provide them with the content to send out, typically one of the pieces that we’ve made: a flyer, a graphic, an explainer or video, etc. This way, we catch their database as well.

Post-listing Communications

You’ve got the listing live, now what? It’s all about communication. Communication matters as well as the cadence, meaning how often.

Remember, this isn’t like what we were used to in the past couple of years, where houses sold like hotcakes and your seller wouldn’t have the time to freak out about “Why is my house not selling?”

In a neutral market where it takes months for a house to sell, it is easy for sellers to feel anxious, especially when their listing agents don’t communicate with them. They start thinking, “Maybe my seller is slacking off; that’s why my house isn’t selling.” And you don’t want that.

How do we avoid that? We tell our sellers during the pre-listing pitch that after the house goes up on the MLS, we will call them every week, on these days, to talk about this. That way, they know when to expect a follow-up report and what information they can expect when they get a call.

This is how we do it:

  • Updates on the listing

On Mondays, I would call them and give an update on how many calls I got about the home and how many showings I did. I would also relay any interest or feedback from prospective buyers or their agents.

On top of that, I also tell them about the local market stats. Which homes went up for sale in their neighborhood? How are those homes doing? Which ones were sold and which are still for sale? What are the price points of those homes? This way, they know where their home stands in terms of the market trends.

After the call, I packaged that up and emailed it on Tuesday.

  • Updates on the marketing

On Thursdays, I, or my assistant, or someone from my team, will call the seller again. This time we give an update on what marketing strategies have been done so far for the listing and what we’re planning to do next.

We also update all the activities that have been done and any feedback on any stats from social media. Basically, a progress report on the marketing side.

Then I do the same thing on the Monday call and recap the things we talked about on the Thursday call in an email, and I send that email out on Friday.

This way, I’ve managed to communicate with them throughout the week. A lot of sellers are frustrated with their agents if they don’t communicate. Sometimes, some agents don’t know what to say to the sellers they are representing. This is a prime example of what you can say.

This kind of transparency and communication makes the seller feel that they are involved in the process of getting their home sold. If you keep them updated regularly, it also alleviates whatever anxieties they might be feeling about the selling process.

You haven’t seen it fully right now, especially if you’re new to the market. But this is going to be extremely important now that the market shift will make the average days on the market longer—as you’re into month two and a half or month three, and it is not selling, it becomes very powerful to communicate updates with your seller.

Make a checklist of the things you want to communicate with them.

There are a lot of tactics and strategies you can employ, but it is how you communicate with the seller that makes the difference.

The Ultimate Checklist: Before and After Getting the Listing

 I want to talk to you about two things. Especially if you are a listing agent.

There are a lot of things that you need to prepare even before the listing goes live on the MLS. So much goes on behind the scenes, and there are a lot of things we might miss. That’s why I am sharing the checklist of the things we do and prepare, as early as three weeks before Day 0, or the day the listing goes up on MLS.

The second thing I want to talk about is something that I think some agents forget, but in my opinion, it is as important as all the work you have to get done before the listing goes live. That is communication with the seller post-listing, or after Day 0.

We’ve forgotten the basics when it comes to listing because of the “pandemic frenzy” in the housing market. Now that the market is shifting back to a neutral market, I hope this serves as a helpful refresher for you.

Pre-listing Marketing

In a neutral market, premarketing is important. This wasn’t as important in the past couple of years because houses were flying off the shelves in the blink of an eye, but in a neutral market, the average number of days a home stays on the market is around two to three, sometimes four, months.

Generally, it is better to be more prepared than unprepared, and if you can, the more lead time you have to get all the premarketing preparations done, the better and smoother the selling and marketing process will proceed. 

When we take a listing, as much as possible, we tell the seller we want to start way ahead of the launch. That way, we can produce the quality materials needed to sell the house.

Typically, we prepare three weeks before the listing goes up on the MLS. This is a checklist of what our team prepares before Day 0:

Three Weeks Before Day 0:

Prepare all the assets you will need for marketing. These include photos and videos, as well as the Seller Story. Let’s break it down:

  • Professional snapshots

Have a professional take a photo of the house. You want to highlight the appeal that the home already has, and who knows the job better than the pros, right? If you can get drone footage, it will be an added plus to your marketing. Aerial photos, drone shots, and exterior and interior shots, all of these turn out better than using assets taken from your phone. It makes editing and packaging the photos much easier.

  • 3D Tours and Box Brownie

For 3D tours, we use Matterport, and there are other companies that do that.

Box Brownie is a company that edits some of the pictures. You can check out their services. There are also a lot of other companies that do a wonderful job; you can Google them. But we use Box brownie to edit the first photo, and typically it is things like removing objects, including some furniture (like tables, chairs, couches). In one case, we had them completely renovate one whole room—from a disco room, they redesigned and reconceptualized it to something that would look amazing.

  • The Seller Story

 The one thing we really push on is the Seller Story. We tell their story on social media, and we write a blog, sometimes a video, about “Why did the seller buy this home?” 

We want to get the story out there because that might be the reason somebody else is buying this home as well.

  • Just Listed Postcards and Neighbor Letters

We make it a point to make Just Listed postcards for almost all of our listings, especially now that we’ve got time. Because the market is shifting to neutral, we expect that homes aren’t going to sell in a week or two weeks. 

We also ask our sellers to make a letter to their neighbors. It is something simple: just a letter addressed to their neighbors saying that they are selling their home, the reason why they are selling, and asking them to let them know if they know anybody who might be looking to buy a home. 

The way it is so personal makes it more powerful than just having the usual, where agents act as the messenger and tell neighbors about a house going up for sale in their neighborhood. But if you are with another broker, ask them first if they will allow this.

We mail those, or door-knock hand-deliver them, and we let the sellers know we will be door-knocking around their neighborhood, in case they know someone who is looking to buy.

  • Home details and pre-inspection

As the listing agent, you want to get the home details early in case you come up with any marketing remarks to share with your client. That way, for any tweaks or changes you might want to make, you and the seller will have enough lead time to get around to it.

You would also want to do a pre-home inspection three weeks before the listing goes up on the MLS. Some home inspectors charge less for that. This is necessary if you want to know what problems still need fixing in the home you’re going to list for sale.

  • Floor plans

If you can't find anybody, Home Depot does an amazing job of floor plans. There are also tons of other companies that can do this for you.

Two Weeks Before Day 0:

Two weeks before the listing goes up on the MLS, we combine everything we’ve gotten: home details, the great pictures from Box Brownie, the aerial photos, the seller's story, etc., and start planning our marketing schedule.

  • Marketing Graphics

Everything we got ready for week three, we used to create amazing marketing graphics. These marketing graphics are going to be used on all social media, ads, and in our newsletter. 

  • Schedule

Make a checklist of all the marketing assets from week three, and make sure that everything is ready so that you know when they are going to be released once it goes live.

When it will be posted on social media, when will you send out the just listed postcard and neighbor letters, when will you do the newsletter, and when are the videos going to go out? 

  • Walk the Home

Walk through the home again on week two, and take note of any information that you might be missing. Because there will be something that you missed the first time you walked through the home and sat with the seller during your listing presentation.

  • Hire a Pest Inspection

Next is to hire a local termite inspector (most houses in California have termites). You can also hire a general insect, rodent, or pest inspection.

  • Make Invitations for Your Past Clients and Sphere

We also invite past clients to an event. We get a list of everybody and get ready to invite our past clients to the event on the day, or on the day before the listing goes live. 

  • Order the Signs

Order the signs two weeks before the listing goes up.

One Week Before Day 0:

The preparations will start to get a little more hectic five to seven days before the listing goes up on the MLS. Buckle up.

  • Ads

Start creating the Facebook ads, Instagram ads, YouTube and TikTok ads (if you’re doing them too), and all the lead ads once you have all the graphic and video assets and the seller's story so that they are ready to go. Remember that lead ads (i.e. FB ads) sometimes take 24 hours to get going. In some cases, it takes a little bit longer because sometimes the ad (or payment) doesn’t go through.

  • Call the Neighbors

Get the neighbors ready too. Make a call list. Call them the day before it goes live. The best thing about any brand-new listing is that it lets the neighbors know before they actually see the sign. Try to do it on day -1 (not on day 0) because it works extremely well. That is how you garner or pique maximum interest. We use REDX for this.

Also, don’t forget the 10-10-20 rule: within 12 months of a property being listed, the 10 houses to the right, 10 houses to the left, and the 20 houses (10 on each side) across the property will also list their home.

Remember to do these when you are able to legally (the day before, on the day, or a day after the listing goes live on MLS).

  • Get the Mailers and the Letters Ready

We also get the mailers ready ahead of time because they usually take 4-5 days to go out on our end. So on week one, we are already processing it 5-6 days out, so that they go and get mailed on time.

If you are going to mail letters to the neighbors, get them ready ahead of time as well. Those take about a day or two, get closer.

  • Send Out the Invitation to Your Database

Text your clients. We use Chime or Follow Up Boss. In Chime, it is really easy to find all of our people that are looking at the same price points. We use that in our reverse prospecting, and if the house about to go live falls within that price point, we add it to the text list. Then send out the text to everyone on that list a day before or on the day the listing goes live, with the link attached.

  • Get Your Graphics Coordinated

Make sure that all of your graphics are ready to go for the whole team so that everything looks like it is coming from one place and it is all in unison with the same story.

  • Tap on Your Seller’s Database

One thing we do sometimes (we don’t do this often) is if we know the seller has a great database, and if they want to participate in this, we ask them to send the email to their database. We provide them with the content to send out, typically one of the pieces that we’ve made: a flyer, a graphic, an explainer or video, etc. This way, we catch their database as well.

Post-listing Communications

You’ve got the listing live, now what? It’s all about communication. Communication matters as well as the cadence, meaning how often.

Remember, this isn’t like what we were used to in the past couple of years, where houses sold like hotcakes and your seller wouldn’t have the time to freak out about “Why is my house not selling?”

In a neutral market where it takes months for a house to sell, it is easy for sellers to feel anxious, especially when their listing agents don’t communicate with them. They start thinking, “Maybe my seller is slacking off; that’s why my house isn’t selling.” And you don’t want that.

How do we avoid that? We tell our sellers during the pre-listing pitch that after the house goes up on the MLS, we will call them every week, on these days, to talk about this. That way, they know when to expect a follow-up report and what information they can expect when they get a call.

This is how we do it:

  • Updates on the listing

On Mondays, I would call them and give an update on how many calls I got about the home and how many showings I did. I would also relay any interest or feedback from prospective buyers or their agents.

On top of that, I also tell them about the local market stats. Which homes went up for sale in their neighborhood? How are those homes doing? Which ones were sold and which are still for sale? What are the price points of those homes? This way, they know where their home stands in terms of the market trends.

After the call, I packaged that up and emailed it on Tuesday.

  • Updates on the marketing

On Thursdays, I, or my assistant, or someone from my team, will call the seller again. This time we give an update on what marketing strategies have been done so far for the listing and what we’re planning to do next.

We also update all the activities that have been done and any feedback on any stats from social media. Basically, a progress report on the marketing side.

Then I do the same thing on the Monday call and recap the things we talked about on the Thursday call in an email, and I send that email out on Friday.

This way, I’ve managed to communicate with them throughout the week. A lot of sellers are frustrated with their agents if they don’t communicate. Sometimes, some agents don’t know what to say to the sellers they are representing. This is a prime example of what you can say.

This kind of transparency and communication makes the seller feel that they are involved in the process of getting their home sold. If you keep them updated regularly, it also alleviates whatever anxieties they might be feeling about the selling process.

You haven’t seen it fully right now, especially if you’re new to the market. But this is going to be extremely important now that the market shift will make the average days on the market longer—as you’re into month two and a half or month three, and it is not selling, it becomes very powerful to communicate updates with your seller.

Make a checklist of the things you want to communicate with them.

There are a lot of tactics and strategies you can employ, but it is how you communicate with the seller that makes the difference.

06

Unlock Success in Real Estate with Personal Branding

Welcome back to Brilliant Talks, our free coaching program for real estate agents. For our first session in 2023, we had a full house! I have Mark Rader, Brian Curtis, and Jacob Steagall with me, and we talked about personal branding specifically for real estate.

For the longest time, we thought that a brand was the logo and colors we chose for our business, but it is more than that. You are your personal brand. And everything you do, from your marketing endeavors in print, in person, and online, to how you show up, is crucial to growing your business.

It is important to know who you are as a person and a professional, who you serve and who you want to serve, what problems you are solving, what transformations you want to contribute to your clients and the industry, and what you stand for when it comes to your business. 

So, let’s talk about how to build a personal brand. 

If you have a strong brand identity and have fleshed out your branding guide, that’s great. If not, now is a great time to start. Regardless, it is a good idea to identify, or re-identify, what it is that you stand for and check whether you need to realign your branding with who you are.

My team put together a white paper about branding for real estate agents, and if you want a copy, feel free to message me.

In that white paper, we mentioned three Vs you want to focus on: value proposition, visuals, and voice.

Value proposition

When it comes to the value proposition, there are two important questions you need to answer:

  1. Who are you serving? Who is your audience?
  2. What value are you giving these people?

A lot of us are doing things we don’t realize we are actually doing, but those things leave an impression on your consumers—everything from what you do online, what you send out, what type of communication is being had while you are nurturing these leads, how’s the conversation, and more importantly, how are you showing up on social media?

Your value proposition is your message. The one you deliver to your audience so that it makes them want to work with you. It is basically what you stand for, how you communicate, and what value you bring.

When you talk to consumers online, over the phone, or in person, they are always checking to see if you are who you say you are, and getting the value proposition right is what attracts clients to you.

Ask yourself, “What specific value are you bringing to potential clients as a real estate agent?”

Mission and vision

We always hear experts say, “Have a mission/vision statement; it is important for your business,” but let’s differentiate the two.

Your vision is who you aspire to be, who you want to serve, and what problems you envision yourself having solved five, ten, or twenty years from now.

Your mission is who you are now, who you serve, what problems you are solving, and what you stand for.

That is why having a mission and vision statement is important—having that put into words helps serve as a reminder and a guide as to what direction you want to take your business and how you want to show up for the people you will be serving.

It also serves as guidelines for the people you will be hiring. As Brian said, “Begin with the end in mind.”

Niche down

Earlier, we talked about knowing who your audience is and identifying the people you want to serve. Are they first-time buyers? Move-up buyers? Sellers? Luxury? Are you targeting investors, small business owners, or maybe second-home/vacation buyers/sellers? 

Knowing who it is you are serving has a lot of impact on how we approach branding.

Some people might think, “That’s too niche.” But the biggest mistake a lot of agents make is trying to cover everybody. As Brian says, “specific is more powerful than general.” Find something you want to be good at and start there.

When you niche down and focus on something, you can become better at it. So great that people actually start referring you. Then you can expand from there.

It doesn’t matter what niche you pick, as long as you pick one (or two). “But if your goal is to close everybody, you’re going to close nobody,” Brian adds.

Visuals

Your visuals tell part of the story. When your audience looks you up online, on social or on your website, or sees the stuff you are sending out, it should be able to communicate who you are and what you stand for.

That’s why it is important for real estate agents, whether they are new or have been in the industry for a while, to always update their photos. Preferably, have your portraits taken by a professional.

Make sure your logo, website, graphics, and videos, as well as all digital and print ads, newsletters, mailers, and emails, match the audience and areas you are trying to target. It should be attention-grabbing and visually appealing not only to yourself but also to your audience, and it should be simple.

When there are too many things going on with your visuals, it can get overwhelming. Your message can get lost in the visual clutter, failing to effectively deliver your value proposition to your general audience.

You want to deliver the message loud and clear and without confusion, and a simple and clean approach to visuals is key.

Keep a branding aesthetic guide to make sure all graphics, videos, fonts, colors, themes, styles, icons, etc. are uniform throughout your marketing endeavors. This helps you keep a consistent look that is eye-catching and memorable.

Of course, not everyone is gifted with skills or talents for design. Invest in hiring or commissioning professionals to make sure the job gets done right.

Jacob also suggested, especially for agents who are just starting out or are on a tight budget, getting college students majoring in media or graphic design as interns. This is a win-win scenario where you get good quality outputs faster (because these students would want to impress you) and fresh ideas, techniques, and skills while you help them get some much-needed hands-on experience and some extra income.

Just remember that whenever you commission, outsource, or hire these experts, you should direct them and outline your mission, vision, and purpose for these visuals.

Be authentic

At the end of the day, your personal brand should reflect who you are. People are not going to understand who you are unless you put that out there. Having a branding guide to keep the visuals and voice uniform throughout your branding process helps with brand recognition and retention, builds trust and authenticity, and says loud and clear to your audience that you are real and reliable.

Invest in your brand

Make sure that you are communicating your message—your value proposition—clearly, consistently, and authentically to your audience, and come up with branding and marketing strategies to help you stay top-of-mind with them.

When in doubt, hire professionals to do the job right. 

In the same way we guide our clients through the home buying or selling process as experts, we also need to be guided by pros in fields that are beyond our expertise. Getting a coach to guide you through the process and serve as your other set of eyes to give you feedback also helps.

If you are looking for coaching to help you grow your business, we have one-on-one and group coaching sessions available for real estate agents. You can also sign up for our free weekly coaching program. 

Happy New Year to everyone, and have an awesome day! 

Unlock Success in Real Estate with Personal Branding

Welcome back to Brilliant Talks, our free coaching program for real estate agents. For our first session in 2023, we had a full house! I have Mark Rader, Brian Curtis, and Jacob Steagall with me, and we talked about personal branding specifically for real estate.

For the longest time, we thought that a brand was the logo and colors we chose for our business, but it is more than that. You are your personal brand. And everything you do, from your marketing endeavors in print, in person, and online, to how you show up, is crucial to growing your business.

It is important to know who you are as a person and a professional, who you serve and who you want to serve, what problems you are solving, what transformations you want to contribute to your clients and the industry, and what you stand for when it comes to your business. 

So, let’s talk about how to build a personal brand. 

If you have a strong brand identity and have fleshed out your branding guide, that’s great. If not, now is a great time to start. Regardless, it is a good idea to identify, or re-identify, what it is that you stand for and check whether you need to realign your branding with who you are.

My team put together a white paper about branding for real estate agents, and if you want a copy, feel free to message me.

In that white paper, we mentioned three Vs you want to focus on: value proposition, visuals, and voice.

Value proposition

When it comes to the value proposition, there are two important questions you need to answer:

  1. Who are you serving? Who is your audience?
  2. What value are you giving these people?

A lot of us are doing things we don’t realize we are actually doing, but those things leave an impression on your consumers—everything from what you do online, what you send out, what type of communication is being had while you are nurturing these leads, how’s the conversation, and more importantly, how are you showing up on social media?

Your value proposition is your message. The one you deliver to your audience so that it makes them want to work with you. It is basically what you stand for, how you communicate, and what value you bring.

When you talk to consumers online, over the phone, or in person, they are always checking to see if you are who you say you are, and getting the value proposition right is what attracts clients to you.

Ask yourself, “What specific value are you bringing to potential clients as a real estate agent?”

Mission and vision

We always hear experts say, “Have a mission/vision statement; it is important for your business,” but let’s differentiate the two.

Your vision is who you aspire to be, who you want to serve, and what problems you envision yourself having solved five, ten, or twenty years from now.

Your mission is who you are now, who you serve, what problems you are solving, and what you stand for.

That is why having a mission and vision statement is important—having that put into words helps serve as a reminder and a guide as to what direction you want to take your business and how you want to show up for the people you will be serving.

It also serves as guidelines for the people you will be hiring. As Brian said, “Begin with the end in mind.”

Niche down

Earlier, we talked about knowing who your audience is and identifying the people you want to serve. Are they first-time buyers? Move-up buyers? Sellers? Luxury? Are you targeting investors, small business owners, or maybe second-home/vacation buyers/sellers? 

Knowing who it is you are serving has a lot of impact on how we approach branding.

Some people might think, “That’s too niche.” But the biggest mistake a lot of agents make is trying to cover everybody. As Brian says, “specific is more powerful than general.” Find something you want to be good at and start there.

When you niche down and focus on something, you can become better at it. So great that people actually start referring you. Then you can expand from there.

It doesn’t matter what niche you pick, as long as you pick one (or two). “But if your goal is to close everybody, you’re going to close nobody,” Brian adds.

Visuals

Your visuals tell part of the story. When your audience looks you up online, on social or on your website, or sees the stuff you are sending out, it should be able to communicate who you are and what you stand for.

That’s why it is important for real estate agents, whether they are new or have been in the industry for a while, to always update their photos. Preferably, have your portraits taken by a professional.

Make sure your logo, website, graphics, and videos, as well as all digital and print ads, newsletters, mailers, and emails, match the audience and areas you are trying to target. It should be attention-grabbing and visually appealing not only to yourself but also to your audience, and it should be simple.

When there are too many things going on with your visuals, it can get overwhelming. Your message can get lost in the visual clutter, failing to effectively deliver your value proposition to your general audience.

You want to deliver the message loud and clear and without confusion, and a simple and clean approach to visuals is key.

Keep a branding aesthetic guide to make sure all graphics, videos, fonts, colors, themes, styles, icons, etc. are uniform throughout your marketing endeavors. This helps you keep a consistent look that is eye-catching and memorable.

Of course, not everyone is gifted with skills or talents for design. Invest in hiring or commissioning professionals to make sure the job gets done right.

Jacob also suggested, especially for agents who are just starting out or are on a tight budget, getting college students majoring in media or graphic design as interns. This is a win-win scenario where you get good quality outputs faster (because these students would want to impress you) and fresh ideas, techniques, and skills while you help them get some much-needed hands-on experience and some extra income.

Just remember that whenever you commission, outsource, or hire these experts, you should direct them and outline your mission, vision, and purpose for these visuals.

Be authentic

At the end of the day, your personal brand should reflect who you are. People are not going to understand who you are unless you put that out there. Having a branding guide to keep the visuals and voice uniform throughout your branding process helps with brand recognition and retention, builds trust and authenticity, and says loud and clear to your audience that you are real and reliable.

Invest in your brand

Make sure that you are communicating your message—your value proposition—clearly, consistently, and authentically to your audience, and come up with branding and marketing strategies to help you stay top-of-mind with them.

When in doubt, hire professionals to do the job right. 

In the same way we guide our clients through the home buying or selling process as experts, we also need to be guided by pros in fields that are beyond our expertise. Getting a coach to guide you through the process and serve as your other set of eyes to give you feedback also helps.

If you are looking for coaching to help you grow your business, we have one-on-one and group coaching sessions available for real estate agents. You can also sign up for our free weekly coaching program. 

Happy New Year to everyone, and have an awesome day! 

01

Real Estate Open House Ideas: Top Tips for Engaging Potential Buyers

Hosting a successful open house can be a game-changer in real estate.

It's your chance to showcase a property in a way that photos and virtual tours simply can't compete with. The key to success lies in the planning; a well-thought-out schedule and a comprehensive checklist can help you manage the event with confidence.

It's not just about opening the doors to potential buyers; it's about creating an experience that sticks with them.

A bustling open house with guests mingling, admiring the spacious rooms, and enjoying refreshments. A friendly real estate agent is on hand to answer questions and showcase the property's features

Creating that memorable experience starts with the atmosphere.

Your open house should feel inviting and engaging to inspire visitors to envision themselves living in the space.

This could involve everything from the scent in the air to the soft music in the background. It also means leveraging the latest marketing tools to get the word out effectively, as well as incorporating interactive elements that make the visit more than just a walk-through.

Key Takeaways

  • Hosting an impactful open house requires detailed planning and an inviting presentation.
  • A memorable open house experience can foster a stronger connection between the property and potential buyers.
  • Effective promotion and interactive elements enhance engagement and help manage visitor experiences.

Leverage Social Media

An open house sign stands in front of a house, surrounded by social media icons like Facebook, Instagram, and Twitter. The house is bathed in warm sunlight, with a welcoming atmosphere

Engaging effectively with social media can supercharge your real estate open houses by reaching a wider audience and generating more leads than traditional methods alone.

Launch a Virtual Open House

Virtual open houses are a powerful tool in your real estate marketing arsenal, especially when you utilize platforms like Facebook Live and Instagram Live. You can provide a real-time, immersive experience by live streaming your open house, which can attract buyers who are unable to attend in person. Here's how to get started:

  • Create a Buzz: Announce your virtual open house on all your social media platforms at least a week in advance.
  • Engagement is Key: During the live stream, encourage viewer interaction by asking for comments and questions and responding in real-time.
  • Follow-Up: After your live event, reach out to attendees with additional information or to schedule private showings.

Enhance Your Online Presence

Your online presence is your digital handshake with potential clients. Optimizing your social media strategy can lead to significant gains in visibility and engagement. Consider these tactics:

  • Consistent Branding: Use clear, professional profile pictures and cover photos across social media platforms, and make sure your messaging aligns with your brand.
  • Use Ads Wisely: Targeted Facebook ads can increase the visibility of your open house to a selected audience based on location, interests, and more.
  • Showcase with Stories: Utilize features like Instagram Stories to give a behind-the-scenes look at your open house, creating a more personal connection with viewers.
  • Engage and Network: Stay active by liking, commenting, and sharing relevant content. The more you engage, the more you stay on top of mind for your audience.

By incorporating these strategies into your social media campaigns, you'll not only increase attendance at your open houses but also build a network of interested buyers and sellers that can pay dividends well into the future.

Make a Lasting Impression

A bustling open house with guests mingling, admiring the spacious rooms and modern decor. Sunlight streams in through large windows, highlighting the inviting atmosphere

To ensure your open house stands out, think beyond the basics. You want visitors to leave with something unforgettable that ties them back to the home and to your services as a real estate professional.

Provide Memorable Takeaways

For goody bags, don't just throw in generic items.

Your takeaways should serve as a gentle nudge reminding them of the day's experience. How about a business card that doubles as a seed packet related to the home's vibrant garden? Or maybe flyer templates with photos of the property's unique features? Align these with your personal brand for maximum impact.

  • Informational Packets: Craft packets that profile the neighborhood, showcasing a sense of community and connections with local businesses. A clear and concise follow-up plan is also crucial, wherein you could touch base with potential buyers and increase the chances for a referral fee.

  • Promotional Trinkets: Choose items people use regularly, such as pens or potholders, that are etched with a quirky piece of wisdom or a fun fact about the property.

Engage with Art and Culture

Host a local art show in the home. This not only adds panache but supports local talent, creating an authentic feel of the community the buyers could be joining.

  • Unique Features: Use these cultural undertones to highlight the home's character, like an impromptu jazz trio performing in an acoustically-rich living room.
  • Sense of Community: Collaborate with area creatives to offer a snapshot of the neighborhood's cultural scene which, in turn, helps guests envision being part of the local tapestry.

By incorporating thoughtful touches and embracing the local culture, your open house is more likely to be the talk of the town—and that's exactly what you want.

Optimize Attendee Management

Crafting a seamless check-in experience for your real estate open house attendees can substantially streamline your ability to capture valuable lead information. By focusing on the registration phase, you ensure a smooth transition for participants from mere visitors to potential leads.

Streamline Registration Processes

First things first, ditch the pen and paper. Traditional sign-in sheets are passé. Instead, consider implementing a digital sign in sheet at your open house. This not only speeds up the process but also ensures the legibility and accuracy of the contact information provided.

  • Pre-Event Registration: Offer an online registration option before the actual day. It helps you anticipate attendance numbers and gather pre-event email addresses.

    • How: Simple web forms or event platforms like Eventbrite should do the trick.
  • QR Codes: People love convenience. Set up a QR code that attendees can scan right from their smartphones and fill in their details.

    • Benefit: Quick, contactless, and it sends the data straight to your CRM.
  • Tablets Over Clipboards: Having a few tablets ready for attendee use gives a modern and professional touch.

    • Setup: Use apps that sync with your lead generation software to capture data in real time.

Remember, capturing visitor information is more than just a formality; it's the first step in building a relationship and generating a lead. So make it count, and make it easy for them—and you'll see your list grow right before your eyes.

Create an Inviting Atmosphere

An inviting atmosphere can set the tone for a successful open house. You've got to appeal to the senses and create a space that makes potential buyers feel right at home, eager to linger and picture their future in the house.

Cater to Local Tastes

To truly resonate with potential buyers, incorporate local flavors both in terms of decor and cuisine. If there's a holiday around the corner, don't hesitate to decorate for the holiday using items sourced from local shops to give the space a festive yet familiar vibe.

  • Food and Drinks: Offer a spread of local food and drink—think artisanal cheeses, locally baked bread, or treats from the neighborhood bakery. Providing alcohol? Select local wines or craft beers to highlight the community's offerings. Just remember to do this responsibly.

  • Engage with Local Businesses: Partner up with local venues for catering or decorating services. This not only supports the community but can make attendees feel more connected to the area.

By focusing on creating an atmosphere that exudes local charm and hospitality, you're not just selling a house, but the lifestyle that comes with it. It's the small things, like the scent of local cuisine or a well-placed piece of decor from a nearby boutique, that can leave a lasting impression.

Incorporate Interactive Elements

When hosting an open house, adding interactive features can make the event more memorable and engaging for visitors. Think about creating moments that allow potential buyers to connect with the property in a hands-on way.

Host Engaging Competitions

Who doesn't love a bit of friendly competition? Hosting a competition during your open house can not only add a buzz to the event but also encourage guests to engage more deeply with the home and neighborhood.

  • Neighborhood Highlights Board: Set up a board showcasing interesting spots in the neighborhood and then run a contest where guests have to visit certain locations and take pictures. This not only gets them familiar with the area but also creates fun party vibes.

  • Raffle: A classic raffle can keep your guests excited. Offer a chance to win a prize relevant to the property or neighborhood. For example, feature local products in your raffle basket.

By incorporating activities like a contest or a neighborhood exploration game, you invoke a sense of community and make your open house the competition to beat. Plus, it's a fantastic way to let the property's best features shine.

Build Community Connections

When you're planning an open house, consider it more than just a chance to showcase a property. It's the perfect opportunity to build community connections. Start by inviting the neighbors. Not only can this increase the potential buyer pool, but neighbors love being in the know and could be vital in spreading the word.

  • Engage Neighbors Personally: Take a casual stroll or knock on doors to hand out invitations. This can make your guests feel valued and spark a sense of community.
  • Create Themed Decorations: Reflect the community's spirit in your open-house theme, whether it pertains to local schools, historical elements, or popular nearby destinations.

A successful open house is about the people as much as the property. Try these tips:

  1. Use local cafes or bakeries to cater the event, showing off community favorites.
  2. Organize a mini-event within your open house, like a quick local market intelligence session, to foster discussions about the area's growth and development.
  3. Offer small party favors from local businesses to leave a lasting impression. It could be anything from artisanal soaps to custom keychains.

Remember, you're not only selling a house — you're welcoming people into a community. Every handshake, conversation, and shared piece of local trivia helps in creating a network that turns open houses into sold homes.

Utilize Marketing Tools

In today's digital age, your marketing efforts for an open house can benefit greatly from utilizing a variety of tools. From online platforms specific to the real estate industry to graphic design software, each tool offers a unique advantage in capturing potential buyers' attention.

Expand Your Advertising Arsenal

  • Online Listings: Make sure your open house is listed on major real estate websites like Realtor.com, Trulia, and Zillow. These platforms have massive reach and can put your property right in front of interested buyers.

  • Direct Mail: Use SmartZip to target potential open house attendees with predictive analytics. This can help you send out your beautifully designed flyers to those most likely to be interested in a property like yours.

  • Graphic Design: Canva is your best friend for creating eye-catching flyers and social media posts. Choose from a variety of flyer templates to quickly produce professional-looking materials without needing a graphic designer.

  • Social Media & Blogs: Don't underestimate the power of a well-crafted blog post. Share tips for homebuyers, talk about the neighborhood, and, of course, promote your open house. Use social media platforms to create buzz and remind your followers of the event details.

Remember, a mix of online and offline marketing strategies will increase your visibility and attract a larger pool of potential buyers to your open house. Keep it fresh, keep it engaging, and watch the leads roll in!

Frequently Asked Questions

Here's the scoop on making your open house a hit, from engaging activities to savvy marketing moves.

What are some creative activities to include in a real estate open house?

Set up a market intelligence session to provide potential buyers with data on local sales trends and neighborhood highlights. Interactive polls about the property features can also keep visitors engaged.

How can I create a unique experience for attendees at my next open house?

Give your open house a fresh twist by implementing technology, like a virtual reality tour of the property. Augmented reality apps can also allow visitors to visualize their own furniture in the space.

What food and refreshment options are most appealing at real estate open houses?

Opt for appealing refreshment options like finger foods, light snacks, and refreshments that are easy to eat and won't cause messes. Coffee, tea, water, and perhaps a signature non-alcoholic cocktail can elevate the experience.

Can you suggest any themes or decor ideas to make a property stand out during an open house?

Create themes based on the season or local events, utilizing decor that complements the property's best features. For a cozy feel, add soft lighting and fresh flowers.

How do I effectively utilize marketing materials to promote my open house?

Prepare high-quality flyers and information packets that outline key property details. Use online platforms to distribute digital versions and create visually appealing social media posts to catch eyes.

What strategies are best for increasing foot traffic to my open house events?

Invite the neighborhood by door knocking or personally delivering invites to create a buzz. Using social media ads targeted to local zip codes can also help increase your open house visibility.

Real Estate Open House Ideas: Top Tips for Engaging Potential Buyers

Hosting a successful open house can be a game-changer in real estate.

It's your chance to showcase a property in a way that photos and virtual tours simply can't compete with. The key to success lies in the planning; a well-thought-out schedule and a comprehensive checklist can help you manage the event with confidence.

It's not just about opening the doors to potential buyers; it's about creating an experience that sticks with them.

A bustling open house with guests mingling, admiring the spacious rooms, and enjoying refreshments. A friendly real estate agent is on hand to answer questions and showcase the property's features

Creating that memorable experience starts with the atmosphere.

Your open house should feel inviting and engaging to inspire visitors to envision themselves living in the space.

This could involve everything from the scent in the air to the soft music in the background. It also means leveraging the latest marketing tools to get the word out effectively, as well as incorporating interactive elements that make the visit more than just a walk-through.

Key Takeaways

  • Hosting an impactful open house requires detailed planning and an inviting presentation.
  • A memorable open house experience can foster a stronger connection between the property and potential buyers.
  • Effective promotion and interactive elements enhance engagement and help manage visitor experiences.

Leverage Social Media

An open house sign stands in front of a house, surrounded by social media icons like Facebook, Instagram, and Twitter. The house is bathed in warm sunlight, with a welcoming atmosphere

Engaging effectively with social media can supercharge your real estate open houses by reaching a wider audience and generating more leads than traditional methods alone.

Launch a Virtual Open House

Virtual open houses are a powerful tool in your real estate marketing arsenal, especially when you utilize platforms like Facebook Live and Instagram Live. You can provide a real-time, immersive experience by live streaming your open house, which can attract buyers who are unable to attend in person. Here's how to get started:

  • Create a Buzz: Announce your virtual open house on all your social media platforms at least a week in advance.
  • Engagement is Key: During the live stream, encourage viewer interaction by asking for comments and questions and responding in real-time.
  • Follow-Up: After your live event, reach out to attendees with additional information or to schedule private showings.

Enhance Your Online Presence

Your online presence is your digital handshake with potential clients. Optimizing your social media strategy can lead to significant gains in visibility and engagement. Consider these tactics:

  • Consistent Branding: Use clear, professional profile pictures and cover photos across social media platforms, and make sure your messaging aligns with your brand.
  • Use Ads Wisely: Targeted Facebook ads can increase the visibility of your open house to a selected audience based on location, interests, and more.
  • Showcase with Stories: Utilize features like Instagram Stories to give a behind-the-scenes look at your open house, creating a more personal connection with viewers.
  • Engage and Network: Stay active by liking, commenting, and sharing relevant content. The more you engage, the more you stay on top of mind for your audience.

By incorporating these strategies into your social media campaigns, you'll not only increase attendance at your open houses but also build a network of interested buyers and sellers that can pay dividends well into the future.

Make a Lasting Impression

A bustling open house with guests mingling, admiring the spacious rooms and modern decor. Sunlight streams in through large windows, highlighting the inviting atmosphere

To ensure your open house stands out, think beyond the basics. You want visitors to leave with something unforgettable that ties them back to the home and to your services as a real estate professional.

Provide Memorable Takeaways

For goody bags, don't just throw in generic items.

Your takeaways should serve as a gentle nudge reminding them of the day's experience. How about a business card that doubles as a seed packet related to the home's vibrant garden? Or maybe flyer templates with photos of the property's unique features? Align these with your personal brand for maximum impact.

  • Informational Packets: Craft packets that profile the neighborhood, showcasing a sense of community and connections with local businesses. A clear and concise follow-up plan is also crucial, wherein you could touch base with potential buyers and increase the chances for a referral fee.

  • Promotional Trinkets: Choose items people use regularly, such as pens or potholders, that are etched with a quirky piece of wisdom or a fun fact about the property.

Engage with Art and Culture

Host a local art show in the home. This not only adds panache but supports local talent, creating an authentic feel of the community the buyers could be joining.

  • Unique Features: Use these cultural undertones to highlight the home's character, like an impromptu jazz trio performing in an acoustically-rich living room.
  • Sense of Community: Collaborate with area creatives to offer a snapshot of the neighborhood's cultural scene which, in turn, helps guests envision being part of the local tapestry.

By incorporating thoughtful touches and embracing the local culture, your open house is more likely to be the talk of the town—and that's exactly what you want.

Optimize Attendee Management

Crafting a seamless check-in experience for your real estate open house attendees can substantially streamline your ability to capture valuable lead information. By focusing on the registration phase, you ensure a smooth transition for participants from mere visitors to potential leads.

Streamline Registration Processes

First things first, ditch the pen and paper. Traditional sign-in sheets are passé. Instead, consider implementing a digital sign in sheet at your open house. This not only speeds up the process but also ensures the legibility and accuracy of the contact information provided.

  • Pre-Event Registration: Offer an online registration option before the actual day. It helps you anticipate attendance numbers and gather pre-event email addresses.

    • How: Simple web forms or event platforms like Eventbrite should do the trick.
  • QR Codes: People love convenience. Set up a QR code that attendees can scan right from their smartphones and fill in their details.

    • Benefit: Quick, contactless, and it sends the data straight to your CRM.
  • Tablets Over Clipboards: Having a few tablets ready for attendee use gives a modern and professional touch.

    • Setup: Use apps that sync with your lead generation software to capture data in real time.

Remember, capturing visitor information is more than just a formality; it's the first step in building a relationship and generating a lead. So make it count, and make it easy for them—and you'll see your list grow right before your eyes.

Create an Inviting Atmosphere

An inviting atmosphere can set the tone for a successful open house. You've got to appeal to the senses and create a space that makes potential buyers feel right at home, eager to linger and picture their future in the house.

Cater to Local Tastes

To truly resonate with potential buyers, incorporate local flavors both in terms of decor and cuisine. If there's a holiday around the corner, don't hesitate to decorate for the holiday using items sourced from local shops to give the space a festive yet familiar vibe.

  • Food and Drinks: Offer a spread of local food and drink—think artisanal cheeses, locally baked bread, or treats from the neighborhood bakery. Providing alcohol? Select local wines or craft beers to highlight the community's offerings. Just remember to do this responsibly.

  • Engage with Local Businesses: Partner up with local venues for catering or decorating services. This not only supports the community but can make attendees feel more connected to the area.

By focusing on creating an atmosphere that exudes local charm and hospitality, you're not just selling a house, but the lifestyle that comes with it. It's the small things, like the scent of local cuisine or a well-placed piece of decor from a nearby boutique, that can leave a lasting impression.

Incorporate Interactive Elements

When hosting an open house, adding interactive features can make the event more memorable and engaging for visitors. Think about creating moments that allow potential buyers to connect with the property in a hands-on way.

Host Engaging Competitions

Who doesn't love a bit of friendly competition? Hosting a competition during your open house can not only add a buzz to the event but also encourage guests to engage more deeply with the home and neighborhood.

  • Neighborhood Highlights Board: Set up a board showcasing interesting spots in the neighborhood and then run a contest where guests have to visit certain locations and take pictures. This not only gets them familiar with the area but also creates fun party vibes.

  • Raffle: A classic raffle can keep your guests excited. Offer a chance to win a prize relevant to the property or neighborhood. For example, feature local products in your raffle basket.

By incorporating activities like a contest or a neighborhood exploration game, you invoke a sense of community and make your open house the competition to beat. Plus, it's a fantastic way to let the property's best features shine.

Build Community Connections

When you're planning an open house, consider it more than just a chance to showcase a property. It's the perfect opportunity to build community connections. Start by inviting the neighbors. Not only can this increase the potential buyer pool, but neighbors love being in the know and could be vital in spreading the word.

  • Engage Neighbors Personally: Take a casual stroll or knock on doors to hand out invitations. This can make your guests feel valued and spark a sense of community.
  • Create Themed Decorations: Reflect the community's spirit in your open-house theme, whether it pertains to local schools, historical elements, or popular nearby destinations.

A successful open house is about the people as much as the property. Try these tips:

  1. Use local cafes or bakeries to cater the event, showing off community favorites.
  2. Organize a mini-event within your open house, like a quick local market intelligence session, to foster discussions about the area's growth and development.
  3. Offer small party favors from local businesses to leave a lasting impression. It could be anything from artisanal soaps to custom keychains.

Remember, you're not only selling a house — you're welcoming people into a community. Every handshake, conversation, and shared piece of local trivia helps in creating a network that turns open houses into sold homes.

Utilize Marketing Tools

In today's digital age, your marketing efforts for an open house can benefit greatly from utilizing a variety of tools. From online platforms specific to the real estate industry to graphic design software, each tool offers a unique advantage in capturing potential buyers' attention.

Expand Your Advertising Arsenal

  • Online Listings: Make sure your open house is listed on major real estate websites like Realtor.com, Trulia, and Zillow. These platforms have massive reach and can put your property right in front of interested buyers.

  • Direct Mail: Use SmartZip to target potential open house attendees with predictive analytics. This can help you send out your beautifully designed flyers to those most likely to be interested in a property like yours.

  • Graphic Design: Canva is your best friend for creating eye-catching flyers and social media posts. Choose from a variety of flyer templates to quickly produce professional-looking materials without needing a graphic designer.

  • Social Media & Blogs: Don't underestimate the power of a well-crafted blog post. Share tips for homebuyers, talk about the neighborhood, and, of course, promote your open house. Use social media platforms to create buzz and remind your followers of the event details.

Remember, a mix of online and offline marketing strategies will increase your visibility and attract a larger pool of potential buyers to your open house. Keep it fresh, keep it engaging, and watch the leads roll in!

Frequently Asked Questions

Here's the scoop on making your open house a hit, from engaging activities to savvy marketing moves.

What are some creative activities to include in a real estate open house?

Set up a market intelligence session to provide potential buyers with data on local sales trends and neighborhood highlights. Interactive polls about the property features can also keep visitors engaged.

How can I create a unique experience for attendees at my next open house?

Give your open house a fresh twist by implementing technology, like a virtual reality tour of the property. Augmented reality apps can also allow visitors to visualize their own furniture in the space.

What food and refreshment options are most appealing at real estate open houses?

Opt for appealing refreshment options like finger foods, light snacks, and refreshments that are easy to eat and won't cause messes. Coffee, tea, water, and perhaps a signature non-alcoholic cocktail can elevate the experience.

Can you suggest any themes or decor ideas to make a property stand out during an open house?

Create themes based on the season or local events, utilizing decor that complements the property's best features. For a cozy feel, add soft lighting and fresh flowers.

How do I effectively utilize marketing materials to promote my open house?

Prepare high-quality flyers and information packets that outline key property details. Use online platforms to distribute digital versions and create visually appealing social media posts to catch eyes.

What strategies are best for increasing foot traffic to my open house events?

Invite the neighborhood by door knocking or personally delivering invites to create a buzz. Using social media ads targeted to local zip codes can also help increase your open house visibility.

02

Real Estate PPC Guide: Strategies for Maximizing Your ROI

Pay-Per-Click (PPC) is a prevalent form of online advertising used across various industries, including real estate. The fundamental premise of PPC is that advertisers compensate the publisher only when their ad is clicked by a potential client. This model is particularly advantageous for real estate professionals as it allows them to target individuals actively looking for properties.

Within the digital world, PPC placements can be spotted in prime locations on search engine results pages, such as at the top or sides.

These advertisements can be found through multiple platforms like Google, Bing, and even specialized websites like Yelp, providing extensive reach.

Notably, one of the chief benefits of real estate PPC campaigns lies in their ability to garner the attention of a well-defined audience, leading to effective lead generation in the competitive property market.

  • Cost-effective for generating leads
  • Targets active property searchers
  • Visible in prime digital locations
  • Functions on a multitude of search platforms

Benefits of PPC Advertising for Realtors

Realtors face intense competition in the digital space, which necessitates innovative marketing strategies. PPC advertising offers a targeted approach that caters specifically to users actively seeking properties. For example, a search query like "San Francisco Homes for Sale" signals immediate buyer interest. Here's why this matters:

  1. Highly Targeted Traffic: Real estate PPC ads intercept potential buyers exactly when they are searching for properties, ensuring that agents spend their advertising budget on leads with a higher likelihood of conversion.
  2. Strategic Budget Use: Unlike indiscriminate methods, PPC campaigns focus on users with a genuine interest in buying or selling in specific locales.
  3. Competitive Edge: The real estate market is dominated by large platforms that often overshadow smaller realtor websites. PPC allows for a more balanced competition by relying on factors other than budget size.

Realtors investing in PPC can expect to engage with leads that have a clear intent to buy or sell, therefore maximizing the return on their investment in digital advertising. Furthermore, leveraging PPC can increase visibility on social media and boost overall real estate marketing efforts for any real estate business.

Understanding the Mechanics Behind Google Ads

Google Ads operates as a sophisticated platform where real estate agents can engage in pay-per-click (PPC) advertising to enhance their online presence. This digital marketplace utilizes a critical auction system each time a relevant search query is made on Google.

Only ads meeting Google's strict requirements progress past the initial selection stage, ensuring a high level of relevance and quality.

Once an ad passes the initial filter, it faces the Ad Rank evaluation, which weighs two fundamental components:

  • Maximum Bid: This is the highest amount an advertiser is willing to pay per click, reflecting their investment in gaining a lead.
  • Quality Score: This multifaceted metric assesses expected click-through rates, relevance of the search to the ad, and the quality of the landing page experience. Adjusting dynamically with each auction, the Quality Score is ad-specific and crucial for campaign efficacy.
Ad bidding

The relevance of the Quality Score lies in its ability to balance the playing field, allowing smaller budgets to compete with larger ones successfully. A high score can potentially surpass even substantial bids, demonstrating that financial clout isn't the sole deciding factor.

Ads with favorable scores — indicating relevance and a positive user experience — can achieve favorable positions on the search engine results page (SERP).

Effectively, this algorithmic approach means that a well-optimized ad campaign on Google has the potential to direct a significant volume of targeted traffic to your landing pages.

These visitors are quantifiable through the click-through rate, which tallies the frequency of ad clicks against impressions. For real estate professionals, mastering Google PPC can be transformative, significantly increasing earnings from online leads when done correctly.

Exploring PPC Platforms: Bing and Google

Bing's Untapped Potential in PPC Advertising:

  • Monthly Searches: Bing processes approximately 5 billion searches each month.
  • Market Share: Around 35% of the US desktop search market is captured by Bing.
  • Demographics: Bing’s user base predominantly consists of individuals aged 35 and up.
  • Network Reach: Bing's advertisements also appear on other platforms like AOL and Yahoo.
  • Geographic Concentration: Approximately 85% of Bing's users are located in the United States.
  • Income Bracket: Around 38% of Bing's user base has a household income exceeding $100,000.

Given these insights, diversifying PPC campaigns to include Bing, in addition to Google, could be a strategically sound move.

While Google stays the dominant search engine, integrating Bing Ads could allow access to a segment of the market that's often overlooked, yet possesses a considerable purchasing power and age demographic likely to engage in real estate transactions.

This integration can potentially lead to a more comprehensive reach and an improved return on investment for your real estate advertising efforts.

Real Estate PPC Lead Acquisition Costs

Typical RangeFactors Influencing CostKey Consideration
$5 - $15 per leadGeographic location, market competition, seasonal trendsEffective and continual testing of your ads and is essential for a successful campaign. It may take 2 to 3 months before your ads start to really dial-in.

Evaluating Lead Acquisition Costs

In assessing the value of lead generation, one should weigh multiple factors beyond just the cost per lead. Critical elements include:

  1. Conversion Rate: The percentage of leads that convert into clients.
  2. Click-Through Rate (CTR): An indicator of the effectiveness of an advertisement to engage potential leads.
  3. Return on Investment (ROI): The ultimate measure of campaign success, revealing the profitability of leads relative to the costs.

A strategic approach focuses on maximizing ROI, rather than minimizing lead costs alone, taking into account the potential value of properties prospects are interested in. Successful campaigns don't just minimize spending; they optimize for the greatest return.

Understanding Lead Identification

A "lead" typically refers to an individual who has shown interest in property listings by engaging with an advertisement and subsequently registering on the relevant website. A standard process involves:

  • Interaction with the Ad: A potential buyer clicks on an ad for a property they find appealing.
  • Lead Capture Mechanism Activation: Upon clicking, a pop-up appears prompting the visitor to provide their contact details.
  • Information Submission: The visitor fills out the form, which might request their name, email, and phone number.
  • CRM Integration: The submitted details are automatically entered into a Customer Relationship Management (CRM) system, enabling the real estate professional to follow up through calls, texts, or emails.

It's noteworthy that not every lead will enter genuine contact information; some might omit their phone number, for example. This occurrence is typical in scenarios employing a mandatory lead capture feature. The overarching aim is to direct potential clients to well-designed landing pages — a crucial precursor to initiating PPC campaigns.

Evaluating Lead Quality

It's crucial to recognize the variability in what constitutes a "quality" lead.

The spectrum of PPC leads encompasses immediate buyers or sellers, future prospects, inquiries for others, individuals already working with agents, and even false contacts.

Real estate professionals, after maintaining PPC campaigns over one to two years, experience conversion rates ranging from 1-5%.

Strategic follow-up techniques can significantly alter lead quality. Adequate skills in addressing concerns and demonstrating value can transform a casual looker into an active purchaser.

Remarketing strategies on social media platforms like Facebook, Instagram, and TikTok contribute to a robust online advertising initiative. By targeting these users who have already shown interest, realtors can enhance the quality of PPC leads.

Continuous investment and refinement of advertising strategies on social media, coupled with measurable conversion tracking, often lead to improved outcomes in lead generation and quality.

Close The Deal via PPC Campaigns

Here are some crucial points to consider:

  • Typically, a sale might close within 3 to 6 months after initiating a Google Ads PPC campaign.
  • This period can effectively offset the PPC campaign's costs for the year.
  • A more extensive timeline, narrating that a lead could take 12 to 18 months to culminate in a sale, is not uncommon.
  • Initial close rates for new PPC campaigns can be as low as 1%, which underscores PPC advertising as a long-term strategy.
  • With diligent follow-up and a refined workflow, closing rates in subsequent years could improve to 2-3%.

No-Contract PPC Marketing with Askterisk

Askterisk Marketing stands out as the premier choice for real estate professionals seeking impactful, results-driven PPC marketing without the commitment of long-term contracts.

Their expertise in the intricacies of pay-per-click advertising ensures that real estate agents can maximize their return on investment by targeting potential buyers precisely when they are most interested.

Let Askterisk Marketing be your ally in navigating the complex world of PPC, driving leads, and closing deals with unmatched efficiency and effectiveness.

Book A Demo with Asterisk!

Real Estate PPC Guide: Strategies for Maximizing Your ROI

Pay-Per-Click (PPC) is a prevalent form of online advertising used across various industries, including real estate. The fundamental premise of PPC is that advertisers compensate the publisher only when their ad is clicked by a potential client. This model is particularly advantageous for real estate professionals as it allows them to target individuals actively looking for properties.

Within the digital world, PPC placements can be spotted in prime locations on search engine results pages, such as at the top or sides.

These advertisements can be found through multiple platforms like Google, Bing, and even specialized websites like Yelp, providing extensive reach.

Notably, one of the chief benefits of real estate PPC campaigns lies in their ability to garner the attention of a well-defined audience, leading to effective lead generation in the competitive property market.

  • Cost-effective for generating leads
  • Targets active property searchers
  • Visible in prime digital locations
  • Functions on a multitude of search platforms

Benefits of PPC Advertising for Realtors

Realtors face intense competition in the digital space, which necessitates innovative marketing strategies. PPC advertising offers a targeted approach that caters specifically to users actively seeking properties. For example, a search query like "San Francisco Homes for Sale" signals immediate buyer interest. Here's why this matters:

  1. Highly Targeted Traffic: Real estate PPC ads intercept potential buyers exactly when they are searching for properties, ensuring that agents spend their advertising budget on leads with a higher likelihood of conversion.
  2. Strategic Budget Use: Unlike indiscriminate methods, PPC campaigns focus on users with a genuine interest in buying or selling in specific locales.
  3. Competitive Edge: The real estate market is dominated by large platforms that often overshadow smaller realtor websites. PPC allows for a more balanced competition by relying on factors other than budget size.

Realtors investing in PPC can expect to engage with leads that have a clear intent to buy or sell, therefore maximizing the return on their investment in digital advertising. Furthermore, leveraging PPC can increase visibility on social media and boost overall real estate marketing efforts for any real estate business.

Understanding the Mechanics Behind Google Ads

Google Ads operates as a sophisticated platform where real estate agents can engage in pay-per-click (PPC) advertising to enhance their online presence. This digital marketplace utilizes a critical auction system each time a relevant search query is made on Google.

Only ads meeting Google's strict requirements progress past the initial selection stage, ensuring a high level of relevance and quality.

Once an ad passes the initial filter, it faces the Ad Rank evaluation, which weighs two fundamental components:

  • Maximum Bid: This is the highest amount an advertiser is willing to pay per click, reflecting their investment in gaining a lead.
  • Quality Score: This multifaceted metric assesses expected click-through rates, relevance of the search to the ad, and the quality of the landing page experience. Adjusting dynamically with each auction, the Quality Score is ad-specific and crucial for campaign efficacy.
Ad bidding

The relevance of the Quality Score lies in its ability to balance the playing field, allowing smaller budgets to compete with larger ones successfully. A high score can potentially surpass even substantial bids, demonstrating that financial clout isn't the sole deciding factor.

Ads with favorable scores — indicating relevance and a positive user experience — can achieve favorable positions on the search engine results page (SERP).

Effectively, this algorithmic approach means that a well-optimized ad campaign on Google has the potential to direct a significant volume of targeted traffic to your landing pages.

These visitors are quantifiable through the click-through rate, which tallies the frequency of ad clicks against impressions. For real estate professionals, mastering Google PPC can be transformative, significantly increasing earnings from online leads when done correctly.

Exploring PPC Platforms: Bing and Google

Bing's Untapped Potential in PPC Advertising:

  • Monthly Searches: Bing processes approximately 5 billion searches each month.
  • Market Share: Around 35% of the US desktop search market is captured by Bing.
  • Demographics: Bing’s user base predominantly consists of individuals aged 35 and up.
  • Network Reach: Bing's advertisements also appear on other platforms like AOL and Yahoo.
  • Geographic Concentration: Approximately 85% of Bing's users are located in the United States.
  • Income Bracket: Around 38% of Bing's user base has a household income exceeding $100,000.

Given these insights, diversifying PPC campaigns to include Bing, in addition to Google, could be a strategically sound move.

While Google stays the dominant search engine, integrating Bing Ads could allow access to a segment of the market that's often overlooked, yet possesses a considerable purchasing power and age demographic likely to engage in real estate transactions.

This integration can potentially lead to a more comprehensive reach and an improved return on investment for your real estate advertising efforts.

Real Estate PPC Lead Acquisition Costs

Typical RangeFactors Influencing CostKey Consideration
$5 - $15 per leadGeographic location, market competition, seasonal trendsEffective and continual testing of your ads and is essential for a successful campaign. It may take 2 to 3 months before your ads start to really dial-in.

Evaluating Lead Acquisition Costs

In assessing the value of lead generation, one should weigh multiple factors beyond just the cost per lead. Critical elements include:

  1. Conversion Rate: The percentage of leads that convert into clients.
  2. Click-Through Rate (CTR): An indicator of the effectiveness of an advertisement to engage potential leads.
  3. Return on Investment (ROI): The ultimate measure of campaign success, revealing the profitability of leads relative to the costs.

A strategic approach focuses on maximizing ROI, rather than minimizing lead costs alone, taking into account the potential value of properties prospects are interested in. Successful campaigns don't just minimize spending; they optimize for the greatest return.

Understanding Lead Identification

A "lead" typically refers to an individual who has shown interest in property listings by engaging with an advertisement and subsequently registering on the relevant website. A standard process involves:

  • Interaction with the Ad: A potential buyer clicks on an ad for a property they find appealing.
  • Lead Capture Mechanism Activation: Upon clicking, a pop-up appears prompting the visitor to provide their contact details.
  • Information Submission: The visitor fills out the form, which might request their name, email, and phone number.
  • CRM Integration: The submitted details are automatically entered into a Customer Relationship Management (CRM) system, enabling the real estate professional to follow up through calls, texts, or emails.

It's noteworthy that not every lead will enter genuine contact information; some might omit their phone number, for example. This occurrence is typical in scenarios employing a mandatory lead capture feature. The overarching aim is to direct potential clients to well-designed landing pages — a crucial precursor to initiating PPC campaigns.

Evaluating Lead Quality

It's crucial to recognize the variability in what constitutes a "quality" lead.

The spectrum of PPC leads encompasses immediate buyers or sellers, future prospects, inquiries for others, individuals already working with agents, and even false contacts.

Real estate professionals, after maintaining PPC campaigns over one to two years, experience conversion rates ranging from 1-5%.

Strategic follow-up techniques can significantly alter lead quality. Adequate skills in addressing concerns and demonstrating value can transform a casual looker into an active purchaser.

Remarketing strategies on social media platforms like Facebook, Instagram, and TikTok contribute to a robust online advertising initiative. By targeting these users who have already shown interest, realtors can enhance the quality of PPC leads.

Continuous investment and refinement of advertising strategies on social media, coupled with measurable conversion tracking, often lead to improved outcomes in lead generation and quality.

Close The Deal via PPC Campaigns

Here are some crucial points to consider:

  • Typically, a sale might close within 3 to 6 months after initiating a Google Ads PPC campaign.
  • This period can effectively offset the PPC campaign's costs for the year.
  • A more extensive timeline, narrating that a lead could take 12 to 18 months to culminate in a sale, is not uncommon.
  • Initial close rates for new PPC campaigns can be as low as 1%, which underscores PPC advertising as a long-term strategy.
  • With diligent follow-up and a refined workflow, closing rates in subsequent years could improve to 2-3%.

No-Contract PPC Marketing with Askterisk

Askterisk Marketing stands out as the premier choice for real estate professionals seeking impactful, results-driven PPC marketing without the commitment of long-term contracts.

Their expertise in the intricacies of pay-per-click advertising ensures that real estate agents can maximize their return on investment by targeting potential buyers precisely when they are most interested.

Let Askterisk Marketing be your ally in navigating the complex world of PPC, driving leads, and closing deals with unmatched efficiency and effectiveness.

Book A Demo with Asterisk!

03

Real Estate Agent Strategy: Boosting Sales in a Competitive Market

Embarking on a career in real estate can be both exciting and overwhelming.

You've got a passion for property and a desire to help others find their dream homes or sell for the best price. But without the right strategies in place, even the most enthusiastic real estate agent might find themselves lost in a sea of competition.

Crafting a solid strategy is essential—it's the foundation of your business and the blueprint for your success.

Illustration of a confident real estate agent standing in front of a home, representing successful real estate strategies.

Your strategy should encompass a mix of innovative marketing tactics, a deep understanding of your target market, and a clear plan for growth.

Whether you're aiming to attract first-time homebuyers or looking to dominate the luxury market, having a well-thought-out plan is key. It's not just about putting up sales signs; it's about creating a brand, networking effectively, and using every tool at your disposal to bring in business.

Strategies can range from boosting your online presence through a mobile-optimized website to engaging with potential clients via targeted email marketing campaigns.

Remember, real estate is as much about relationships as it is about properties. By staying current with trends unique real estate agent marketing strategies and adapting to the ever-changing market needs, you'll set yourself apart.

So, buckle up and get ready to take your real estate business to the next level with a robust set of strategies that help you close deals and build lasting client relationships.

Crafting a Winning Strategy

In real estate, your success hinges on how you understand and respond to the market. Let's dive into the kind of intel that can put you ahead.

Understanding Your Market

Knowing the lay of the land is where you start. Get cozy with analytics to spot the market trends that matter. Is the local market heating up with young professionals or are retirees flocking in? Get this data down because these demographics shape your target market.

Now, eye that competition. What are they doing that’s making waves? Maybe it’s virtual tours or a killer social media game. Whatever it is, take note. You're not just selling homes, you're selling a dream, and understanding what buyers want versus what other agents offer is key to carving out your niche.

Remember, real estate is more than just property; it’s people, places, and the stories they tell. Your strategy should be as dynamic as the market you’re diving into.

Setting Clear Objectives

To thrive in this industry, you've got to set solid objectives. Think of it as your personal business blueprint—laying out where you're headed and the stepping stones to get there.

Defining Long-term Goals

Your vision statement is the compass that guides your real estate journey. Picture where you want to be in, say, five years. Whether it's hitting a specific revenue target, owning a vast portfolio, or being the go-to agent in a booming market, this is your ultimate destination.

It's about more than just numbers; it encapsulates the impact you aspire to have on the community and the legacy you want to build. Remember, your long-term goals are all about the big picture – they're the dreams that get you fired up every morning.

Establishing Short-term Milestones

Now, let's chop those dreams down into achievable bits—short-term milestones. These are your tactics, the meat of your strategy. Want to nail that vision statement? It'll take planning and a series of smaller wins. Sketch out yearly, quarterly, or even monthly targets like securing a certain number of listings or closing a set volume of sales. Take it a step further by breaking these down into weekly or daily tasks.

Short-term milestones keep you on track, ensuring you're always one step closer to that big, shiny goal on the horizon. They are the proof that you’re not just dreaming big, but hustling hard too.

Building Your Brand

Building your brand in real estate isn't just about slapping your name on business cards. It's a concerted effort to create a personal brand that communicates your unique value to your clients.

Defining Your Unique Value Proposition

Your unique value proposition (UVP) is the flagship of your personal brand. It answers the key question every client has: Why should I choose you over another real estate agent? To craft your UVP, start by identifying what sets you apart from the competition.

This could be your extensive knowledge of a particular neighborhood or your knack for finding hidden-gem properties. Ensure your UVP is clear, concise, and communicated through every aspect of your branding. Learn how others have effectively used their mission, vision, and values to shape their UVP.

Developing a Consistent Brand Identity

Think of your brand identity as the visual language that speaks to clients before you even meet. This includes a memorable logo, a consistent color scheme, and marketing materials that reflect your professional standards.

Consistency is key; your business cards, website, and social media profiles should all tell the same story about who you are. Ensure your branding reflects a polished, professional image that aligns with your UVP.

Bolster your brand by integrating a catchy slogan that resonates with your target market and embeds your values into people's minds.

Leveraging Technology

Embracing technology isn't just a nice-to-have, it's a must to stay ahead. Not only can these tools help you manage relationships and streamline operations, but they're also pivotal for analyzing your success and reaching clients more effectively.

Utilizing The Right CRM

Customer Relationship Management (CRM) systems are your go-to for keeping your contacts sorted and your interactions tracked. Imagine having a centralized database where all your client info is neatly organized.

With a CRM, that's your reality. You can follow up on leads, schedule meetings, and personalize your approach based on your clients' history and preferences. This isn't just about staying organized; it's about being efficient and making every client feel like they're your only one.

Tying in Automation Tools

To say that automation tools are a game-changer would be an understatement. They take repetitive tasks off your plate, like sending those email marketing campaigns or updating property listings. With automation, you can set up triggers based on specific actions in your CRM.

For example, when a new lead is added, an introductory email can be sent directly without you lifting a finger. But here's the best part: you'll have more time to focus on what you do best—selling properties and building relationships—while the tech handles the busy work.

Networking and Partnerships

In our industry, building a robust network and establishing strategic partnerships can be pivotal to your success. These connections not only help in generating leads but also in gaining valuable insights and staying up-to-date with market trends.

Cultivating Relationships with Clients and Industry Professionals

To become a successful agent, you've got to put in the work to nurture relationships with clients and fellow industry professionals. Engaging with your community and regularly attending events by the National Association of Realtors can lead to fruitful referrals and a stronger professional network.

  • Be Active in Your Community: Involvement in local events showcases your commitment and can solidify your reputation as a reliable agent.
  • Join Professional Associations: Maintain memberships in organizations like the National Association of Realtors to both learn and contribute to industry conversations.
  • Join A Coaching Program: Our wide range of real estate coaching solutions not only give you access to a world of expertise, but a helpful and supportive community of like-minded professionals.

Exploring Collaboration Opportunities

Collaborations open doors. When you partner with local businesses, you tap into their customer base, creating a mutually beneficial referral system.

  • Form Strategic Partnerships: Identify non-competing businesses in your area and propose ways to help each other grow.
  • Shared Promotions: Team up for events or promotions that can leverage both your networks, increasing visibility for everyone involved.

Continuous Learning and Adaptation

Your edge comes from understanding that the market never stands still. You need to prioritize both education and a willingness to adapt as you hone your industry expertise.

Staying Informed About Market Changes

Keeping your finger on the pulse of the market is essential. You've got to track trends and economic shifts that could influence property values or buyer behavior. Think about setting up Google Alerts for real estate news or subscribing to industry newsletters. Knowledge isn't static, so neither should your learning be. By staying informed, you foster real estate marketing strategy that’s agile and responsive.

  • Regularly Review Market Reports: Local and national market reports can give you insights into pricing, inventory levels, and buying patterns.
  • Attend Workshops and Seminars: These can be fantastic sources to gain education and discuss with peers about emerging market trends.
  • Become A Pathfinder: Our Pathfinder Group Coaching program is one of the best ways to learn from others and be constantly "in the loop."

Embracing Innovation and Evolution

Welcoming change and innovation is what we're all about here at A Brilliant Tribe - it keeps your practice fresh and relevant. Embrace cutting-edge real estate marketing strategies and tools that can streamline your operations or create better experiences for your clients. Whether that's virtual home tours, data analytics to predict market trends, or social media advertising - adopting new tactics can be what sets you apart.

  • Invest in Tech: Utilize CRM systems, mobile apps, and social platforms to your advantage.
  • Networking: Join real estate groups or online forums where innovative ideas are shared.

Remember, your growth in expertise depends on continuous learning and the courage to implement innovation.

Maximizing Real Estate Marketing

Your marketing strategies can make or break your ability to drum up new leads and lock in clients. But don't sweat it - here's how you can max out your marketing mojo.

Hit Up Social Media: Places like Facebook and Instagram aren't just for cat videos and brunch pics. They're powerful tools to showcase properties and share testimonials. Regular posts with crisp visuals can keep you top-of-mind for your network.

  • SEO Savvy: Get your website front and center on search engines by nailing those keywords people are searching for. This means having quality content about the markets you cover, the services you provide, and plenty of property-focused articles.
  • Informative Emails: Email marketing can be a treasure trove for leads if done right. Craft newsletters that your potential clients genuinely want to read, give them insights, market stats, or even how-to guides related to buying and selling homes.
  • Content King: Content marketing is your chance to show off your industry know-how. Pro tip? Target questions your clients frequently ask and answer them in blog posts or videos.

Navigating the digital landscape alone can be overwhelming. At A Brilliant Tribe, we understand the challenges real estate professionals face in today's competitive market. That's why we offer a comprehensive suite of digital marketing services designed to elevate your online presence and drive results.

Partnering with ABT Agency means gaining access to:

  • Custom website and landing page creation tailored to showcase your listings and capture leads effectively.
  • Targeted Facebook and Instagram advertising campaigns to reach your ideal audience.
  • Engaging short-form content creation, including social media posts, blog articles, and videos, to captivate your audience and build brand awareness.
  • Professional video production services to highlight properties, share client testimonials, and establish your expertise in the market.
  • Comprehensive analytics and performance tracking to measure the effectiveness of your marketing efforts

Learn more about ABT's Digital Marketing services.

Real Estate Agent Strategy: Boosting Sales in a Competitive Market

Embarking on a career in real estate can be both exciting and overwhelming.

You've got a passion for property and a desire to help others find their dream homes or sell for the best price. But without the right strategies in place, even the most enthusiastic real estate agent might find themselves lost in a sea of competition.

Crafting a solid strategy is essential—it's the foundation of your business and the blueprint for your success.

Illustration of a confident real estate agent standing in front of a home, representing successful real estate strategies.

Your strategy should encompass a mix of innovative marketing tactics, a deep understanding of your target market, and a clear plan for growth.

Whether you're aiming to attract first-time homebuyers or looking to dominate the luxury market, having a well-thought-out plan is key. It's not just about putting up sales signs; it's about creating a brand, networking effectively, and using every tool at your disposal to bring in business.

Strategies can range from boosting your online presence through a mobile-optimized website to engaging with potential clients via targeted email marketing campaigns.

Remember, real estate is as much about relationships as it is about properties. By staying current with trends unique real estate agent marketing strategies and adapting to the ever-changing market needs, you'll set yourself apart.

So, buckle up and get ready to take your real estate business to the next level with a robust set of strategies that help you close deals and build lasting client relationships.

Crafting a Winning Strategy

In real estate, your success hinges on how you understand and respond to the market. Let's dive into the kind of intel that can put you ahead.

Understanding Your Market

Knowing the lay of the land is where you start. Get cozy with analytics to spot the market trends that matter. Is the local market heating up with young professionals or are retirees flocking in? Get this data down because these demographics shape your target market.

Now, eye that competition. What are they doing that’s making waves? Maybe it’s virtual tours or a killer social media game. Whatever it is, take note. You're not just selling homes, you're selling a dream, and understanding what buyers want versus what other agents offer is key to carving out your niche.

Remember, real estate is more than just property; it’s people, places, and the stories they tell. Your strategy should be as dynamic as the market you’re diving into.

Setting Clear Objectives

To thrive in this industry, you've got to set solid objectives. Think of it as your personal business blueprint—laying out where you're headed and the stepping stones to get there.

Defining Long-term Goals

Your vision statement is the compass that guides your real estate journey. Picture where you want to be in, say, five years. Whether it's hitting a specific revenue target, owning a vast portfolio, or being the go-to agent in a booming market, this is your ultimate destination.

It's about more than just numbers; it encapsulates the impact you aspire to have on the community and the legacy you want to build. Remember, your long-term goals are all about the big picture – they're the dreams that get you fired up every morning.

Establishing Short-term Milestones

Now, let's chop those dreams down into achievable bits—short-term milestones. These are your tactics, the meat of your strategy. Want to nail that vision statement? It'll take planning and a series of smaller wins. Sketch out yearly, quarterly, or even monthly targets like securing a certain number of listings or closing a set volume of sales. Take it a step further by breaking these down into weekly or daily tasks.

Short-term milestones keep you on track, ensuring you're always one step closer to that big, shiny goal on the horizon. They are the proof that you’re not just dreaming big, but hustling hard too.

Building Your Brand

Building your brand in real estate isn't just about slapping your name on business cards. It's a concerted effort to create a personal brand that communicates your unique value to your clients.

Defining Your Unique Value Proposition

Your unique value proposition (UVP) is the flagship of your personal brand. It answers the key question every client has: Why should I choose you over another real estate agent? To craft your UVP, start by identifying what sets you apart from the competition.

This could be your extensive knowledge of a particular neighborhood or your knack for finding hidden-gem properties. Ensure your UVP is clear, concise, and communicated through every aspect of your branding. Learn how others have effectively used their mission, vision, and values to shape their UVP.

Developing a Consistent Brand Identity

Think of your brand identity as the visual language that speaks to clients before you even meet. This includes a memorable logo, a consistent color scheme, and marketing materials that reflect your professional standards.

Consistency is key; your business cards, website, and social media profiles should all tell the same story about who you are. Ensure your branding reflects a polished, professional image that aligns with your UVP.

Bolster your brand by integrating a catchy slogan that resonates with your target market and embeds your values into people's minds.

Leveraging Technology

Embracing technology isn't just a nice-to-have, it's a must to stay ahead. Not only can these tools help you manage relationships and streamline operations, but they're also pivotal for analyzing your success and reaching clients more effectively.

Utilizing The Right CRM

Customer Relationship Management (CRM) systems are your go-to for keeping your contacts sorted and your interactions tracked. Imagine having a centralized database where all your client info is neatly organized.

With a CRM, that's your reality. You can follow up on leads, schedule meetings, and personalize your approach based on your clients' history and preferences. This isn't just about staying organized; it's about being efficient and making every client feel like they're your only one.

Tying in Automation Tools

To say that automation tools are a game-changer would be an understatement. They take repetitive tasks off your plate, like sending those email marketing campaigns or updating property listings. With automation, you can set up triggers based on specific actions in your CRM.

For example, when a new lead is added, an introductory email can be sent directly without you lifting a finger. But here's the best part: you'll have more time to focus on what you do best—selling properties and building relationships—while the tech handles the busy work.

Networking and Partnerships

In our industry, building a robust network and establishing strategic partnerships can be pivotal to your success. These connections not only help in generating leads but also in gaining valuable insights and staying up-to-date with market trends.

Cultivating Relationships with Clients and Industry Professionals

To become a successful agent, you've got to put in the work to nurture relationships with clients and fellow industry professionals. Engaging with your community and regularly attending events by the National Association of Realtors can lead to fruitful referrals and a stronger professional network.

  • Be Active in Your Community: Involvement in local events showcases your commitment and can solidify your reputation as a reliable agent.
  • Join Professional Associations: Maintain memberships in organizations like the National Association of Realtors to both learn and contribute to industry conversations.
  • Join A Coaching Program: Our wide range of real estate coaching solutions not only give you access to a world of expertise, but a helpful and supportive community of like-minded professionals.

Exploring Collaboration Opportunities

Collaborations open doors. When you partner with local businesses, you tap into their customer base, creating a mutually beneficial referral system.

  • Form Strategic Partnerships: Identify non-competing businesses in your area and propose ways to help each other grow.
  • Shared Promotions: Team up for events or promotions that can leverage both your networks, increasing visibility for everyone involved.

Continuous Learning and Adaptation

Your edge comes from understanding that the market never stands still. You need to prioritize both education and a willingness to adapt as you hone your industry expertise.

Staying Informed About Market Changes

Keeping your finger on the pulse of the market is essential. You've got to track trends and economic shifts that could influence property values or buyer behavior. Think about setting up Google Alerts for real estate news or subscribing to industry newsletters. Knowledge isn't static, so neither should your learning be. By staying informed, you foster real estate marketing strategy that’s agile and responsive.

  • Regularly Review Market Reports: Local and national market reports can give you insights into pricing, inventory levels, and buying patterns.
  • Attend Workshops and Seminars: These can be fantastic sources to gain education and discuss with peers about emerging market trends.
  • Become A Pathfinder: Our Pathfinder Group Coaching program is one of the best ways to learn from others and be constantly "in the loop."

Embracing Innovation and Evolution

Welcoming change and innovation is what we're all about here at A Brilliant Tribe - it keeps your practice fresh and relevant. Embrace cutting-edge real estate marketing strategies and tools that can streamline your operations or create better experiences for your clients. Whether that's virtual home tours, data analytics to predict market trends, or social media advertising - adopting new tactics can be what sets you apart.

  • Invest in Tech: Utilize CRM systems, mobile apps, and social platforms to your advantage.
  • Networking: Join real estate groups or online forums where innovative ideas are shared.

Remember, your growth in expertise depends on continuous learning and the courage to implement innovation.

Maximizing Real Estate Marketing

Your marketing strategies can make or break your ability to drum up new leads and lock in clients. But don't sweat it - here's how you can max out your marketing mojo.

Hit Up Social Media: Places like Facebook and Instagram aren't just for cat videos and brunch pics. They're powerful tools to showcase properties and share testimonials. Regular posts with crisp visuals can keep you top-of-mind for your network.

  • SEO Savvy: Get your website front and center on search engines by nailing those keywords people are searching for. This means having quality content about the markets you cover, the services you provide, and plenty of property-focused articles.
  • Informative Emails: Email marketing can be a treasure trove for leads if done right. Craft newsletters that your potential clients genuinely want to read, give them insights, market stats, or even how-to guides related to buying and selling homes.
  • Content King: Content marketing is your chance to show off your industry know-how. Pro tip? Target questions your clients frequently ask and answer them in blog posts or videos.

Navigating the digital landscape alone can be overwhelming. At A Brilliant Tribe, we understand the challenges real estate professionals face in today's competitive market. That's why we offer a comprehensive suite of digital marketing services designed to elevate your online presence and drive results.

Partnering with ABT Agency means gaining access to:

  • Custom website and landing page creation tailored to showcase your listings and capture leads effectively.
  • Targeted Facebook and Instagram advertising campaigns to reach your ideal audience.
  • Engaging short-form content creation, including social media posts, blog articles, and videos, to captivate your audience and build brand awareness.
  • Professional video production services to highlight properties, share client testimonials, and establish your expertise in the market.
  • Comprehensive analytics and performance tracking to measure the effectiveness of your marketing efforts

Learn more about ABT's Digital Marketing services.

04

Adapting to the Shifting Real Estate Market: Brilliant Strategies for Agents

The market is shifting. I’m generally seeing a lot of panic in the real estate market and even among agents inside LabCoat Agents because of this shift. We’re getting a lot of differing views and worries as to where the market is heading: Is it going to crash? Is it going to stabilize? What’s happening?

That’s why I decided to start Brilliant Talks, co-hosted by my friend Mark Raider, one of the top-producing team members at Tristan & Associates out in Los Angeles-Ventura County. We want to have a platform where agents can come together and learn and be equipped to survive and succeed in this market shift.

And from what we’re seeing right now, the market is heading towards a more neutral place. Of course, things can change and something big and unexpected can happen anytime that might throw us all off-guard. It is also too early to forecast what will happen to the market so far into the future when we are still in the middle of changing. But based on the data we currently have, the market isn’t going to crash anytime soon.

However, it is best to gear up right now, because things are going to get a little tight as we navigate this market shift. What can real estate agents do to prepare?

Focus on your database.

In the world we live in today, our database is literally at our fingertips, but we don’t use it enough. Our smartphones are powerful tools at our disposal to succeed in this shifting market.

There are two kinds of databases you can have: organic and paid. Paid databases include paying for leads, lead generation through Google PPC, or something similar to Zillow services. Organic databases, on the other hand, are free and are something you can maximize, especially when things (and budget) are tight.

So let’s dive a little deeper into the organic database first.

Leverage social media

We always say, “Go where the consumer is” and yet we do the opposite. We are overlooking the most powerful tool at our fingertips in order for us to succeed.

The immediate place that I need you to look at is social media. According to Wikipedia, the top 5 most visited websites in the world are Google, YouTube, Facebook, Twitter, and Instagram. In the top 25 are LinkedIn (23), Reddit (20), and TikTok (18).

These social media platforms are free to use, and they can serve as an extended form of your database. It also comes with some paid additional services and affiliates for businesses, and yet we aren’t utilizing them enough.

Let’s look at LinkedIn, for example. They now have something called "Sales Navigator." I talked about it more extensively in a recent episode of Brilliant Thoughts, a SUCCESS magazine podcast, titled Sharpen Your Social Media Strategy. Basically, it allows me to set my lead filters and reverse search for people I want to focus on as my audience. It lets you filter out what you post and who you reach out to.

You can even “hack the algorithm” on popular social media websites such as Facebook, Twitter, and Instagram by doing a simple thing: Provide your audience with information they want and need; be the resource that gives them the answers to their pressing questions about real estate. Then call them to action: invite them to DM you.

For example, I am subscribed to Keeping Current Matters, and they provide beautiful guides with graphs and quotes, and a lot of fresh and relevant information about the current state and trends in real estate. You can use that information, compile it into a PDF, and make a teaser of that information to post on your feed. Then you invite your sphere, your people, to message you if they want to know more, so you can give the rest of it for free.

You can even make YouTube videos and dive deep into these topics.

These are all strategies that work in leveraging social media for success in this shifting market. But at the end of the day, these won’t work if you are not engaging your audience in an authentic way.

Don’t forget that the most important part is to build relationships. Yes, be strategic, get creative and intentional with the content and value you are putting out there, but don’t forget to connect to them as a human being.

Newsletters are still a thing

If you don’t have one, I can’t stress how important it is that you get one. Newsletters work. The only reason they might not be working for you is because you are spamming people with information that has no value to them or nobody wants to listen to you. One way you can send out value is to be proactive in being more targeted.

My friend, Blair Ballin, out over in Phoenix, AZ, did an awesome job at this. He creates video content, and when Redfin released data on the migration patterns of people during the pandemic, they mentioned that a lot of people moved to Phoenix from Washington. Blair contacts agents and people who are planning to move out of Washington, sends them a newsletter about this through Facebook, and closes transactions.

Just recently, he closed his biggest one ever at almost $3 million from a newsletter.

Think of the opportunities you are passing up on in newsletters.

From phone and Gmail to CRM

I talked about this in one of my YouTube videos: Your First Year in Real Estate, (or you can read the blog here.)

This is probably the easiest thing to do. You can export your contacts on your phone to an excel file using an app. We use MCBackup Pro, but there’s another great app called Contacts Backup. These are available for Apple and Android on the app store.

Once you’ve exported your contacts, categorize them. I usually use these for categories: A, B, C, and D.

A: They’ve given me a referral

B: If I ask, they will give me a referral

C: They’ll probably give me a referral, but I’ve never asked

D: They’ll never give me a referral. It could be for any reason. Maybe I messed up before. Or they probably don’t like me, and I don’t like them either.

You can use these categories or come up with your own. The main point is to categorize your contacts.

After you do, start reaching out to them.

The idea behind reaching out to those people on your phone is that, first of all, you probably haven’t reached out to them in a while. And it’s part of your database.

The next part is, and here’s what a lot of agents and brokers and teams miss, you don’t categorize when you’re talking to people. When you reach out to somebody, your job is to categorize where you’re going to fit them in.

Once you’ve contacted them, feed them through your CRM, whatever CRM you are using. Some brokerages have a free CRM. You can also use what we use: FollowUp Boss and Chime. I’m not telling you to go out and buy one right now. If you already have a CRM, it is time to use it.

You can do the same thing with your Gmail contacts. If you have Gmail, just type in contacts.google.com and it will show you everybody that you’ve ever contacted through Gmail. They also give you the option to export them. Do the same thing with your phone contacts: Export. Categorize. Contact. Put them in your CRM.

Everybody that you talk to or want to export, guess where they go? They go on that free newsletter that you still haven’t built up. That's a free newsletter that people need to receive on a weekly or bi-weekly timeline.

Because everybody has the same question right now in real estate

  • Is the market going to crash?
  • Is there a bubble?
  • What’s happening in the real estate market?
  • Is there a recession coming in? If so, how is it going to affect real estate?

You want to have those opportunities to talk to people, to engage with them, and explain to them the knowledge that you have. But the challenge is that we’re not doing it enough.

Door-knocking and open houses

My first day in real estate, I door-knocked for six hours. I kept on door-knocking every single day. The mistake I made is that I didn’t start a database. I just door-knocked and hoped for the best. I hoped that somebody would actually want to sell or buy. My efforts were worth it. Three months in, somebody did. But the point is, I shifted and adapted as I grew with this. And I created a newsletter, eventually.

Whenever you door-knock an area, remember that you’re going to be farming the area and that you’re going to show up consistently over time. This is the key to successful door-knocking. 

The idea is, it does work. You just have to show up. You have to give the right marketing pieces to the homeowners. You have to make sure that you have a plan.

The other part of this is open houses. One of our team members also does open houses. We all do open houses but there are different levels to them.

Open houses are an amazing thing that you can do. If you are new and just starting out, sometimes you don’t have any listings that you can do an open house with. Don’t let that stop you. Ask your brokerage if they have open houses. Or check with other top real estate agents in your office. You would be surprised at how many agents would gladly let you hold an open house on one of their listings. It is one of the best things you can do. 

Expireds and FSBOs 

Just in the last month, expireds went up a little over 40%. We’re seeing more expireds come on the market. Do you have a plan for that? 

One of my very first listings was an expired luxury listing. It was one of the ways we broke into the luxury market. It was through Google PPC and calling expireds.

We called this expired, he picked up and asked me to call back at a later time. I called them back and we talked, and they asked me a favor to stop by their house instead. This was a $5 million listing. I drove up a windy hill for around 25 minutes to get there.

The seller told me he had bought the house 7 or 8 years ago at an auction. He had finished some renovations here and there. The person who owned it before him was a drug dealer, and that person would hide money, so we looked for money hidden behind walls. This seller was just a fun guy.

That was my very first expired listing call. Then it just grew from there, listing conversions.

The point is, in order to succeed, you have to show up daily. Some days you’re going to have bad luck, some days you’re going to do amazing.

How uncomfortable are you willing to get?

You have a choice for everything on this list. Either do one, do a little bit, test it out, or have no questions and go all-in. When I started in real estate, I had debt because I was right out of college.  I was already married, and I was like “I’m tired of living in one room.” I have no choice but to succeed.

When you look at it that way, you stop making excuses for failing. Then you stop becoming a victim.

You need to keep on prospecting. As Mark, my co-host in this episode, brilliantly puts it, “It all starts with finding out what your “Why?” is, and then digging deeper into why that is. That way you can hold on to it. Because there’s going to be a lot of times, especially as a new agent, or even a seasoned agent, when you’re not going to want to get up and go out there and prospect and work. You need to hold on to that why so it can fire you up.”

Ask yourself, how uncomfortable are you willing to get? Because there’s one thing to this whole process of becoming an amazing real estate agent and making this a career, it’s that it’s going to get uncomfortable. You have to adapt continually.

Things are going to continually change for you and you have to adapt. One of the best skills you can have is adaptability—being able to adapt so quickly because things are changing.
 

Adapting to the Shifting Real Estate Market: Brilliant Strategies for Agents

The market is shifting. I’m generally seeing a lot of panic in the real estate market and even among agents inside LabCoat Agents because of this shift. We’re getting a lot of differing views and worries as to where the market is heading: Is it going to crash? Is it going to stabilize? What’s happening?

That’s why I decided to start Brilliant Talks, co-hosted by my friend Mark Raider, one of the top-producing team members at Tristan & Associates out in Los Angeles-Ventura County. We want to have a platform where agents can come together and learn and be equipped to survive and succeed in this market shift.

And from what we’re seeing right now, the market is heading towards a more neutral place. Of course, things can change and something big and unexpected can happen anytime that might throw us all off-guard. It is also too early to forecast what will happen to the market so far into the future when we are still in the middle of changing. But based on the data we currently have, the market isn’t going to crash anytime soon.

However, it is best to gear up right now, because things are going to get a little tight as we navigate this market shift. What can real estate agents do to prepare?

Focus on your database.

In the world we live in today, our database is literally at our fingertips, but we don’t use it enough. Our smartphones are powerful tools at our disposal to succeed in this shifting market.

There are two kinds of databases you can have: organic and paid. Paid databases include paying for leads, lead generation through Google PPC, or something similar to Zillow services. Organic databases, on the other hand, are free and are something you can maximize, especially when things (and budget) are tight.

So let’s dive a little deeper into the organic database first.

Leverage social media

We always say, “Go where the consumer is” and yet we do the opposite. We are overlooking the most powerful tool at our fingertips in order for us to succeed.

The immediate place that I need you to look at is social media. According to Wikipedia, the top 5 most visited websites in the world are Google, YouTube, Facebook, Twitter, and Instagram. In the top 25 are LinkedIn (23), Reddit (20), and TikTok (18).

These social media platforms are free to use, and they can serve as an extended form of your database. It also comes with some paid additional services and affiliates for businesses, and yet we aren’t utilizing them enough.

Let’s look at LinkedIn, for example. They now have something called "Sales Navigator." I talked about it more extensively in a recent episode of Brilliant Thoughts, a SUCCESS magazine podcast, titled Sharpen Your Social Media Strategy. Basically, it allows me to set my lead filters and reverse search for people I want to focus on as my audience. It lets you filter out what you post and who you reach out to.

You can even “hack the algorithm” on popular social media websites such as Facebook, Twitter, and Instagram by doing a simple thing: Provide your audience with information they want and need; be the resource that gives them the answers to their pressing questions about real estate. Then call them to action: invite them to DM you.

For example, I am subscribed to Keeping Current Matters, and they provide beautiful guides with graphs and quotes, and a lot of fresh and relevant information about the current state and trends in real estate. You can use that information, compile it into a PDF, and make a teaser of that information to post on your feed. Then you invite your sphere, your people, to message you if they want to know more, so you can give the rest of it for free.

You can even make YouTube videos and dive deep into these topics.

These are all strategies that work in leveraging social media for success in this shifting market. But at the end of the day, these won’t work if you are not engaging your audience in an authentic way.

Don’t forget that the most important part is to build relationships. Yes, be strategic, get creative and intentional with the content and value you are putting out there, but don’t forget to connect to them as a human being.

Newsletters are still a thing

If you don’t have one, I can’t stress how important it is that you get one. Newsletters work. The only reason they might not be working for you is because you are spamming people with information that has no value to them or nobody wants to listen to you. One way you can send out value is to be proactive in being more targeted.

My friend, Blair Ballin, out over in Phoenix, AZ, did an awesome job at this. He creates video content, and when Redfin released data on the migration patterns of people during the pandemic, they mentioned that a lot of people moved to Phoenix from Washington. Blair contacts agents and people who are planning to move out of Washington, sends them a newsletter about this through Facebook, and closes transactions.

Just recently, he closed his biggest one ever at almost $3 million from a newsletter.

Think of the opportunities you are passing up on in newsletters.

From phone and Gmail to CRM

I talked about this in one of my YouTube videos: Your First Year in Real Estate, (or you can read the blog here.)

This is probably the easiest thing to do. You can export your contacts on your phone to an excel file using an app. We use MCBackup Pro, but there’s another great app called Contacts Backup. These are available for Apple and Android on the app store.

Once you’ve exported your contacts, categorize them. I usually use these for categories: A, B, C, and D.

A: They’ve given me a referral

B: If I ask, they will give me a referral

C: They’ll probably give me a referral, but I’ve never asked

D: They’ll never give me a referral. It could be for any reason. Maybe I messed up before. Or they probably don’t like me, and I don’t like them either.

You can use these categories or come up with your own. The main point is to categorize your contacts.

After you do, start reaching out to them.

The idea behind reaching out to those people on your phone is that, first of all, you probably haven’t reached out to them in a while. And it’s part of your database.

The next part is, and here’s what a lot of agents and brokers and teams miss, you don’t categorize when you’re talking to people. When you reach out to somebody, your job is to categorize where you’re going to fit them in.

Once you’ve contacted them, feed them through your CRM, whatever CRM you are using. Some brokerages have a free CRM. You can also use what we use: FollowUp Boss and Chime. I’m not telling you to go out and buy one right now. If you already have a CRM, it is time to use it.

You can do the same thing with your Gmail contacts. If you have Gmail, just type in contacts.google.com and it will show you everybody that you’ve ever contacted through Gmail. They also give you the option to export them. Do the same thing with your phone contacts: Export. Categorize. Contact. Put them in your CRM.

Everybody that you talk to or want to export, guess where they go? They go on that free newsletter that you still haven’t built up. That's a free newsletter that people need to receive on a weekly or bi-weekly timeline.

Because everybody has the same question right now in real estate

  • Is the market going to crash?
  • Is there a bubble?
  • What’s happening in the real estate market?
  • Is there a recession coming in? If so, how is it going to affect real estate?

You want to have those opportunities to talk to people, to engage with them, and explain to them the knowledge that you have. But the challenge is that we’re not doing it enough.

Door-knocking and open houses

My first day in real estate, I door-knocked for six hours. I kept on door-knocking every single day. The mistake I made is that I didn’t start a database. I just door-knocked and hoped for the best. I hoped that somebody would actually want to sell or buy. My efforts were worth it. Three months in, somebody did. But the point is, I shifted and adapted as I grew with this. And I created a newsletter, eventually.

Whenever you door-knock an area, remember that you’re going to be farming the area and that you’re going to show up consistently over time. This is the key to successful door-knocking. 

The idea is, it does work. You just have to show up. You have to give the right marketing pieces to the homeowners. You have to make sure that you have a plan.

The other part of this is open houses. One of our team members also does open houses. We all do open houses but there are different levels to them.

Open houses are an amazing thing that you can do. If you are new and just starting out, sometimes you don’t have any listings that you can do an open house with. Don’t let that stop you. Ask your brokerage if they have open houses. Or check with other top real estate agents in your office. You would be surprised at how many agents would gladly let you hold an open house on one of their listings. It is one of the best things you can do. 

Expireds and FSBOs 

Just in the last month, expireds went up a little over 40%. We’re seeing more expireds come on the market. Do you have a plan for that? 

One of my very first listings was an expired luxury listing. It was one of the ways we broke into the luxury market. It was through Google PPC and calling expireds.

We called this expired, he picked up and asked me to call back at a later time. I called them back and we talked, and they asked me a favor to stop by their house instead. This was a $5 million listing. I drove up a windy hill for around 25 minutes to get there.

The seller told me he had bought the house 7 or 8 years ago at an auction. He had finished some renovations here and there. The person who owned it before him was a drug dealer, and that person would hide money, so we looked for money hidden behind walls. This seller was just a fun guy.

That was my very first expired listing call. Then it just grew from there, listing conversions.

The point is, in order to succeed, you have to show up daily. Some days you’re going to have bad luck, some days you’re going to do amazing.

How uncomfortable are you willing to get?

You have a choice for everything on this list. Either do one, do a little bit, test it out, or have no questions and go all-in. When I started in real estate, I had debt because I was right out of college.  I was already married, and I was like “I’m tired of living in one room.” I have no choice but to succeed.

When you look at it that way, you stop making excuses for failing. Then you stop becoming a victim.

You need to keep on prospecting. As Mark, my co-host in this episode, brilliantly puts it, “It all starts with finding out what your “Why?” is, and then digging deeper into why that is. That way you can hold on to it. Because there’s going to be a lot of times, especially as a new agent, or even a seasoned agent, when you’re not going to want to get up and go out there and prospect and work. You need to hold on to that why so it can fire you up.”

Ask yourself, how uncomfortable are you willing to get? Because there’s one thing to this whole process of becoming an amazing real estate agent and making this a career, it’s that it’s going to get uncomfortable. You have to adapt continually.

Things are going to continually change for you and you have to adapt. One of the best skills you can have is adaptability—being able to adapt so quickly because things are changing.
 

05

The Ultimate Checklist: Before and After Getting the Listing

 I want to talk to you about two things. Especially if you are a listing agent.

There are a lot of things that you need to prepare even before the listing goes live on the MLS. So much goes on behind the scenes, and there are a lot of things we might miss. That’s why I am sharing the checklist of the things we do and prepare, as early as three weeks before Day 0, or the day the listing goes up on MLS.

The second thing I want to talk about is something that I think some agents forget, but in my opinion, it is as important as all the work you have to get done before the listing goes live. That is communication with the seller post-listing, or after Day 0.

We’ve forgotten the basics when it comes to listing because of the “pandemic frenzy” in the housing market. Now that the market is shifting back to a neutral market, I hope this serves as a helpful refresher for you.

Pre-listing Marketing

In a neutral market, premarketing is important. This wasn’t as important in the past couple of years because houses were flying off the shelves in the blink of an eye, but in a neutral market, the average number of days a home stays on the market is around two to three, sometimes four, months.

Generally, it is better to be more prepared than unprepared, and if you can, the more lead time you have to get all the premarketing preparations done, the better and smoother the selling and marketing process will proceed. 

When we take a listing, as much as possible, we tell the seller we want to start way ahead of the launch. That way, we can produce the quality materials needed to sell the house.

Typically, we prepare three weeks before the listing goes up on the MLS. This is a checklist of what our team prepares before Day 0:

Three Weeks Before Day 0:

Prepare all the assets you will need for marketing. These include photos and videos, as well as the Seller Story. Let’s break it down:

  • Professional snapshots

Have a professional take a photo of the house. You want to highlight the appeal that the home already has, and who knows the job better than the pros, right? If you can get drone footage, it will be an added plus to your marketing. Aerial photos, drone shots, and exterior and interior shots, all of these turn out better than using assets taken from your phone. It makes editing and packaging the photos much easier.

  • 3D Tours and Box Brownie

For 3D tours, we use Matterport, and there are other companies that do that.

Box Brownie is a company that edits some of the pictures. You can check out their services. There are also a lot of other companies that do a wonderful job; you can Google them. But we use Box brownie to edit the first photo, and typically it is things like removing objects, including some furniture (like tables, chairs, couches). In one case, we had them completely renovate one whole room—from a disco room, they redesigned and reconceptualized it to something that would look amazing.

  • The Seller Story

 The one thing we really push on is the Seller Story. We tell their story on social media, and we write a blog, sometimes a video, about “Why did the seller buy this home?” 

We want to get the story out there because that might be the reason somebody else is buying this home as well.

  • Just Listed Postcards and Neighbor Letters

We make it a point to make Just Listed postcards for almost all of our listings, especially now that we’ve got time. Because the market is shifting to neutral, we expect that homes aren’t going to sell in a week or two weeks. 

We also ask our sellers to make a letter to their neighbors. It is something simple: just a letter addressed to their neighbors saying that they are selling their home, the reason why they are selling, and asking them to let them know if they know anybody who might be looking to buy a home. 

The way it is so personal makes it more powerful than just having the usual, where agents act as the messenger and tell neighbors about a house going up for sale in their neighborhood. But if you are with another broker, ask them first if they will allow this.

We mail those, or door-knock hand-deliver them, and we let the sellers know we will be door-knocking around their neighborhood, in case they know someone who is looking to buy.

  • Home details and pre-inspection

As the listing agent, you want to get the home details early in case you come up with any marketing remarks to share with your client. That way, for any tweaks or changes you might want to make, you and the seller will have enough lead time to get around to it.

You would also want to do a pre-home inspection three weeks before the listing goes up on the MLS. Some home inspectors charge less for that. This is necessary if you want to know what problems still need fixing in the home you’re going to list for sale.

  • Floor plans

If you can't find anybody, Home Depot does an amazing job of floor plans. There are also tons of other companies that can do this for you.

Two Weeks Before Day 0:

Two weeks before the listing goes up on the MLS, we combine everything we’ve gotten: home details, the great pictures from Box Brownie, the aerial photos, the seller's story, etc., and start planning our marketing schedule.

  • Marketing Graphics

Everything we got ready for week three, we used to create amazing marketing graphics. These marketing graphics are going to be used on all social media, ads, and in our newsletter. 

  • Schedule

Make a checklist of all the marketing assets from week three, and make sure that everything is ready so that you know when they are going to be released once it goes live.

When it will be posted on social media, when will you send out the just listed postcard and neighbor letters, when will you do the newsletter, and when are the videos going to go out? 

  • Walk the Home

Walk through the home again on week two, and take note of any information that you might be missing. Because there will be something that you missed the first time you walked through the home and sat with the seller during your listing presentation.

  • Hire a Pest Inspection

Next is to hire a local termite inspector (most houses in California have termites). You can also hire a general insect, rodent, or pest inspection.

  • Make Invitations for Your Past Clients and Sphere

We also invite past clients to an event. We get a list of everybody and get ready to invite our past clients to the event on the day, or on the day before the listing goes live. 

  • Order the Signs

Order the signs two weeks before the listing goes up.

One Week Before Day 0:

The preparations will start to get a little more hectic five to seven days before the listing goes up on the MLS. Buckle up.

  • Ads

Start creating the Facebook ads, Instagram ads, YouTube and TikTok ads (if you’re doing them too), and all the lead ads once you have all the graphic and video assets and the seller's story so that they are ready to go. Remember that lead ads (i.e. FB ads) sometimes take 24 hours to get going. In some cases, it takes a little bit longer because sometimes the ad (or payment) doesn’t go through.

  • Call the Neighbors

Get the neighbors ready too. Make a call list. Call them the day before it goes live. The best thing about any brand-new listing is that it lets the neighbors know before they actually see the sign. Try to do it on day -1 (not on day 0) because it works extremely well. That is how you garner or pique maximum interest. We use REDX for this.

Also, don’t forget the 10-10-20 rule: within 12 months of a property being listed, the 10 houses to the right, 10 houses to the left, and the 20 houses (10 on each side) across the property will also list their home.

Remember to do these when you are able to legally (the day before, on the day, or a day after the listing goes live on MLS).

  • Get the Mailers and the Letters Ready

We also get the mailers ready ahead of time because they usually take 4-5 days to go out on our end. So on week one, we are already processing it 5-6 days out, so that they go and get mailed on time.

If you are going to mail letters to the neighbors, get them ready ahead of time as well. Those take about a day or two, get closer.

  • Send Out the Invitation to Your Database

Text your clients. We use Chime or Follow Up Boss. In Chime, it is really easy to find all of our people that are looking at the same price points. We use that in our reverse prospecting, and if the house about to go live falls within that price point, we add it to the text list. Then send out the text to everyone on that list a day before or on the day the listing goes live, with the link attached.

  • Get Your Graphics Coordinated

Make sure that all of your graphics are ready to go for the whole team so that everything looks like it is coming from one place and it is all in unison with the same story.

  • Tap on Your Seller’s Database

One thing we do sometimes (we don’t do this often) is if we know the seller has a great database, and if they want to participate in this, we ask them to send the email to their database. We provide them with the content to send out, typically one of the pieces that we’ve made: a flyer, a graphic, an explainer or video, etc. This way, we catch their database as well.

Post-listing Communications

You’ve got the listing live, now what? It’s all about communication. Communication matters as well as the cadence, meaning how often.

Remember, this isn’t like what we were used to in the past couple of years, where houses sold like hotcakes and your seller wouldn’t have the time to freak out about “Why is my house not selling?”

In a neutral market where it takes months for a house to sell, it is easy for sellers to feel anxious, especially when their listing agents don’t communicate with them. They start thinking, “Maybe my seller is slacking off; that’s why my house isn’t selling.” And you don’t want that.

How do we avoid that? We tell our sellers during the pre-listing pitch that after the house goes up on the MLS, we will call them every week, on these days, to talk about this. That way, they know when to expect a follow-up report and what information they can expect when they get a call.

This is how we do it:

  • Updates on the listing

On Mondays, I would call them and give an update on how many calls I got about the home and how many showings I did. I would also relay any interest or feedback from prospective buyers or their agents.

On top of that, I also tell them about the local market stats. Which homes went up for sale in their neighborhood? How are those homes doing? Which ones were sold and which are still for sale? What are the price points of those homes? This way, they know where their home stands in terms of the market trends.

After the call, I packaged that up and emailed it on Tuesday.

  • Updates on the marketing

On Thursdays, I, or my assistant, or someone from my team, will call the seller again. This time we give an update on what marketing strategies have been done so far for the listing and what we’re planning to do next.

We also update all the activities that have been done and any feedback on any stats from social media. Basically, a progress report on the marketing side.

Then I do the same thing on the Monday call and recap the things we talked about on the Thursday call in an email, and I send that email out on Friday.

This way, I’ve managed to communicate with them throughout the week. A lot of sellers are frustrated with their agents if they don’t communicate. Sometimes, some agents don’t know what to say to the sellers they are representing. This is a prime example of what you can say.

This kind of transparency and communication makes the seller feel that they are involved in the process of getting their home sold. If you keep them updated regularly, it also alleviates whatever anxieties they might be feeling about the selling process.

You haven’t seen it fully right now, especially if you’re new to the market. But this is going to be extremely important now that the market shift will make the average days on the market longer—as you’re into month two and a half or month three, and it is not selling, it becomes very powerful to communicate updates with your seller.

Make a checklist of the things you want to communicate with them.

There are a lot of tactics and strategies you can employ, but it is how you communicate with the seller that makes the difference.

The Ultimate Checklist: Before and After Getting the Listing

 I want to talk to you about two things. Especially if you are a listing agent.

There are a lot of things that you need to prepare even before the listing goes live on the MLS. So much goes on behind the scenes, and there are a lot of things we might miss. That’s why I am sharing the checklist of the things we do and prepare, as early as three weeks before Day 0, or the day the listing goes up on MLS.

The second thing I want to talk about is something that I think some agents forget, but in my opinion, it is as important as all the work you have to get done before the listing goes live. That is communication with the seller post-listing, or after Day 0.

We’ve forgotten the basics when it comes to listing because of the “pandemic frenzy” in the housing market. Now that the market is shifting back to a neutral market, I hope this serves as a helpful refresher for you.

Pre-listing Marketing

In a neutral market, premarketing is important. This wasn’t as important in the past couple of years because houses were flying off the shelves in the blink of an eye, but in a neutral market, the average number of days a home stays on the market is around two to three, sometimes four, months.

Generally, it is better to be more prepared than unprepared, and if you can, the more lead time you have to get all the premarketing preparations done, the better and smoother the selling and marketing process will proceed. 

When we take a listing, as much as possible, we tell the seller we want to start way ahead of the launch. That way, we can produce the quality materials needed to sell the house.

Typically, we prepare three weeks before the listing goes up on the MLS. This is a checklist of what our team prepares before Day 0:

Three Weeks Before Day 0:

Prepare all the assets you will need for marketing. These include photos and videos, as well as the Seller Story. Let’s break it down:

  • Professional snapshots

Have a professional take a photo of the house. You want to highlight the appeal that the home already has, and who knows the job better than the pros, right? If you can get drone footage, it will be an added plus to your marketing. Aerial photos, drone shots, and exterior and interior shots, all of these turn out better than using assets taken from your phone. It makes editing and packaging the photos much easier.

  • 3D Tours and Box Brownie

For 3D tours, we use Matterport, and there are other companies that do that.

Box Brownie is a company that edits some of the pictures. You can check out their services. There are also a lot of other companies that do a wonderful job; you can Google them. But we use Box brownie to edit the first photo, and typically it is things like removing objects, including some furniture (like tables, chairs, couches). In one case, we had them completely renovate one whole room—from a disco room, they redesigned and reconceptualized it to something that would look amazing.

  • The Seller Story

 The one thing we really push on is the Seller Story. We tell their story on social media, and we write a blog, sometimes a video, about “Why did the seller buy this home?” 

We want to get the story out there because that might be the reason somebody else is buying this home as well.

  • Just Listed Postcards and Neighbor Letters

We make it a point to make Just Listed postcards for almost all of our listings, especially now that we’ve got time. Because the market is shifting to neutral, we expect that homes aren’t going to sell in a week or two weeks. 

We also ask our sellers to make a letter to their neighbors. It is something simple: just a letter addressed to their neighbors saying that they are selling their home, the reason why they are selling, and asking them to let them know if they know anybody who might be looking to buy a home. 

The way it is so personal makes it more powerful than just having the usual, where agents act as the messenger and tell neighbors about a house going up for sale in their neighborhood. But if you are with another broker, ask them first if they will allow this.

We mail those, or door-knock hand-deliver them, and we let the sellers know we will be door-knocking around their neighborhood, in case they know someone who is looking to buy.

  • Home details and pre-inspection

As the listing agent, you want to get the home details early in case you come up with any marketing remarks to share with your client. That way, for any tweaks or changes you might want to make, you and the seller will have enough lead time to get around to it.

You would also want to do a pre-home inspection three weeks before the listing goes up on the MLS. Some home inspectors charge less for that. This is necessary if you want to know what problems still need fixing in the home you’re going to list for sale.

  • Floor plans

If you can't find anybody, Home Depot does an amazing job of floor plans. There are also tons of other companies that can do this for you.

Two Weeks Before Day 0:

Two weeks before the listing goes up on the MLS, we combine everything we’ve gotten: home details, the great pictures from Box Brownie, the aerial photos, the seller's story, etc., and start planning our marketing schedule.

  • Marketing Graphics

Everything we got ready for week three, we used to create amazing marketing graphics. These marketing graphics are going to be used on all social media, ads, and in our newsletter. 

  • Schedule

Make a checklist of all the marketing assets from week three, and make sure that everything is ready so that you know when they are going to be released once it goes live.

When it will be posted on social media, when will you send out the just listed postcard and neighbor letters, when will you do the newsletter, and when are the videos going to go out? 

  • Walk the Home

Walk through the home again on week two, and take note of any information that you might be missing. Because there will be something that you missed the first time you walked through the home and sat with the seller during your listing presentation.

  • Hire a Pest Inspection

Next is to hire a local termite inspector (most houses in California have termites). You can also hire a general insect, rodent, or pest inspection.

  • Make Invitations for Your Past Clients and Sphere

We also invite past clients to an event. We get a list of everybody and get ready to invite our past clients to the event on the day, or on the day before the listing goes live. 

  • Order the Signs

Order the signs two weeks before the listing goes up.

One Week Before Day 0:

The preparations will start to get a little more hectic five to seven days before the listing goes up on the MLS. Buckle up.

  • Ads

Start creating the Facebook ads, Instagram ads, YouTube and TikTok ads (if you’re doing them too), and all the lead ads once you have all the graphic and video assets and the seller's story so that they are ready to go. Remember that lead ads (i.e. FB ads) sometimes take 24 hours to get going. In some cases, it takes a little bit longer because sometimes the ad (or payment) doesn’t go through.

  • Call the Neighbors

Get the neighbors ready too. Make a call list. Call them the day before it goes live. The best thing about any brand-new listing is that it lets the neighbors know before they actually see the sign. Try to do it on day -1 (not on day 0) because it works extremely well. That is how you garner or pique maximum interest. We use REDX for this.

Also, don’t forget the 10-10-20 rule: within 12 months of a property being listed, the 10 houses to the right, 10 houses to the left, and the 20 houses (10 on each side) across the property will also list their home.

Remember to do these when you are able to legally (the day before, on the day, or a day after the listing goes live on MLS).

  • Get the Mailers and the Letters Ready

We also get the mailers ready ahead of time because they usually take 4-5 days to go out on our end. So on week one, we are already processing it 5-6 days out, so that they go and get mailed on time.

If you are going to mail letters to the neighbors, get them ready ahead of time as well. Those take about a day or two, get closer.

  • Send Out the Invitation to Your Database

Text your clients. We use Chime or Follow Up Boss. In Chime, it is really easy to find all of our people that are looking at the same price points. We use that in our reverse prospecting, and if the house about to go live falls within that price point, we add it to the text list. Then send out the text to everyone on that list a day before or on the day the listing goes live, with the link attached.

  • Get Your Graphics Coordinated

Make sure that all of your graphics are ready to go for the whole team so that everything looks like it is coming from one place and it is all in unison with the same story.

  • Tap on Your Seller’s Database

One thing we do sometimes (we don’t do this often) is if we know the seller has a great database, and if they want to participate in this, we ask them to send the email to their database. We provide them with the content to send out, typically one of the pieces that we’ve made: a flyer, a graphic, an explainer or video, etc. This way, we catch their database as well.

Post-listing Communications

You’ve got the listing live, now what? It’s all about communication. Communication matters as well as the cadence, meaning how often.

Remember, this isn’t like what we were used to in the past couple of years, where houses sold like hotcakes and your seller wouldn’t have the time to freak out about “Why is my house not selling?”

In a neutral market where it takes months for a house to sell, it is easy for sellers to feel anxious, especially when their listing agents don’t communicate with them. They start thinking, “Maybe my seller is slacking off; that’s why my house isn’t selling.” And you don’t want that.

How do we avoid that? We tell our sellers during the pre-listing pitch that after the house goes up on the MLS, we will call them every week, on these days, to talk about this. That way, they know when to expect a follow-up report and what information they can expect when they get a call.

This is how we do it:

  • Updates on the listing

On Mondays, I would call them and give an update on how many calls I got about the home and how many showings I did. I would also relay any interest or feedback from prospective buyers or their agents.

On top of that, I also tell them about the local market stats. Which homes went up for sale in their neighborhood? How are those homes doing? Which ones were sold and which are still for sale? What are the price points of those homes? This way, they know where their home stands in terms of the market trends.

After the call, I packaged that up and emailed it on Tuesday.

  • Updates on the marketing

On Thursdays, I, or my assistant, or someone from my team, will call the seller again. This time we give an update on what marketing strategies have been done so far for the listing and what we’re planning to do next.

We also update all the activities that have been done and any feedback on any stats from social media. Basically, a progress report on the marketing side.

Then I do the same thing on the Monday call and recap the things we talked about on the Thursday call in an email, and I send that email out on Friday.

This way, I’ve managed to communicate with them throughout the week. A lot of sellers are frustrated with their agents if they don’t communicate. Sometimes, some agents don’t know what to say to the sellers they are representing. This is a prime example of what you can say.

This kind of transparency and communication makes the seller feel that they are involved in the process of getting their home sold. If you keep them updated regularly, it also alleviates whatever anxieties they might be feeling about the selling process.

You haven’t seen it fully right now, especially if you’re new to the market. But this is going to be extremely important now that the market shift will make the average days on the market longer—as you’re into month two and a half or month three, and it is not selling, it becomes very powerful to communicate updates with your seller.

Make a checklist of the things you want to communicate with them.

There are a lot of tactics and strategies you can employ, but it is how you communicate with the seller that makes the difference.

06

Unlock Success in Real Estate with Personal Branding

Welcome back to Brilliant Talks, our free coaching program for real estate agents. For our first session in 2023, we had a full house! I have Mark Rader, Brian Curtis, and Jacob Steagall with me, and we talked about personal branding specifically for real estate.

For the longest time, we thought that a brand was the logo and colors we chose for our business, but it is more than that. You are your personal brand. And everything you do, from your marketing endeavors in print, in person, and online, to how you show up, is crucial to growing your business.

It is important to know who you are as a person and a professional, who you serve and who you want to serve, what problems you are solving, what transformations you want to contribute to your clients and the industry, and what you stand for when it comes to your business. 

So, let’s talk about how to build a personal brand. 

If you have a strong brand identity and have fleshed out your branding guide, that’s great. If not, now is a great time to start. Regardless, it is a good idea to identify, or re-identify, what it is that you stand for and check whether you need to realign your branding with who you are.

My team put together a white paper about branding for real estate agents, and if you want a copy, feel free to message me.

In that white paper, we mentioned three Vs you want to focus on: value proposition, visuals, and voice.

Value proposition

When it comes to the value proposition, there are two important questions you need to answer:

  1. Who are you serving? Who is your audience?
  2. What value are you giving these people?

A lot of us are doing things we don’t realize we are actually doing, but those things leave an impression on your consumers—everything from what you do online, what you send out, what type of communication is being had while you are nurturing these leads, how’s the conversation, and more importantly, how are you showing up on social media?

Your value proposition is your message. The one you deliver to your audience so that it makes them want to work with you. It is basically what you stand for, how you communicate, and what value you bring.

When you talk to consumers online, over the phone, or in person, they are always checking to see if you are who you say you are, and getting the value proposition right is what attracts clients to you.

Ask yourself, “What specific value are you bringing to potential clients as a real estate agent?”

Mission and vision

We always hear experts say, “Have a mission/vision statement; it is important for your business,” but let’s differentiate the two.

Your vision is who you aspire to be, who you want to serve, and what problems you envision yourself having solved five, ten, or twenty years from now.

Your mission is who you are now, who you serve, what problems you are solving, and what you stand for.

That is why having a mission and vision statement is important—having that put into words helps serve as a reminder and a guide as to what direction you want to take your business and how you want to show up for the people you will be serving.

It also serves as guidelines for the people you will be hiring. As Brian said, “Begin with the end in mind.”

Niche down

Earlier, we talked about knowing who your audience is and identifying the people you want to serve. Are they first-time buyers? Move-up buyers? Sellers? Luxury? Are you targeting investors, small business owners, or maybe second-home/vacation buyers/sellers? 

Knowing who it is you are serving has a lot of impact on how we approach branding.

Some people might think, “That’s too niche.” But the biggest mistake a lot of agents make is trying to cover everybody. As Brian says, “specific is more powerful than general.” Find something you want to be good at and start there.

When you niche down and focus on something, you can become better at it. So great that people actually start referring you. Then you can expand from there.

It doesn’t matter what niche you pick, as long as you pick one (or two). “But if your goal is to close everybody, you’re going to close nobody,” Brian adds.

Visuals

Your visuals tell part of the story. When your audience looks you up online, on social or on your website, or sees the stuff you are sending out, it should be able to communicate who you are and what you stand for.

That’s why it is important for real estate agents, whether they are new or have been in the industry for a while, to always update their photos. Preferably, have your portraits taken by a professional.

Make sure your logo, website, graphics, and videos, as well as all digital and print ads, newsletters, mailers, and emails, match the audience and areas you are trying to target. It should be attention-grabbing and visually appealing not only to yourself but also to your audience, and it should be simple.

When there are too many things going on with your visuals, it can get overwhelming. Your message can get lost in the visual clutter, failing to effectively deliver your value proposition to your general audience.

You want to deliver the message loud and clear and without confusion, and a simple and clean approach to visuals is key.

Keep a branding aesthetic guide to make sure all graphics, videos, fonts, colors, themes, styles, icons, etc. are uniform throughout your marketing endeavors. This helps you keep a consistent look that is eye-catching and memorable.

Of course, not everyone is gifted with skills or talents for design. Invest in hiring or commissioning professionals to make sure the job gets done right.

Jacob also suggested, especially for agents who are just starting out or are on a tight budget, getting college students majoring in media or graphic design as interns. This is a win-win scenario where you get good quality outputs faster (because these students would want to impress you) and fresh ideas, techniques, and skills while you help them get some much-needed hands-on experience and some extra income.

Just remember that whenever you commission, outsource, or hire these experts, you should direct them and outline your mission, vision, and purpose for these visuals.

Be authentic

At the end of the day, your personal brand should reflect who you are. People are not going to understand who you are unless you put that out there. Having a branding guide to keep the visuals and voice uniform throughout your branding process helps with brand recognition and retention, builds trust and authenticity, and says loud and clear to your audience that you are real and reliable.

Invest in your brand

Make sure that you are communicating your message—your value proposition—clearly, consistently, and authentically to your audience, and come up with branding and marketing strategies to help you stay top-of-mind with them.

When in doubt, hire professionals to do the job right. 

In the same way we guide our clients through the home buying or selling process as experts, we also need to be guided by pros in fields that are beyond our expertise. Getting a coach to guide you through the process and serve as your other set of eyes to give you feedback also helps.

If you are looking for coaching to help you grow your business, we have one-on-one and group coaching sessions available for real estate agents. You can also sign up for our free weekly coaching program. 

Happy New Year to everyone, and have an awesome day! 

Unlock Success in Real Estate with Personal Branding

Welcome back to Brilliant Talks, our free coaching program for real estate agents. For our first session in 2023, we had a full house! I have Mark Rader, Brian Curtis, and Jacob Steagall with me, and we talked about personal branding specifically for real estate.

For the longest time, we thought that a brand was the logo and colors we chose for our business, but it is more than that. You are your personal brand. And everything you do, from your marketing endeavors in print, in person, and online, to how you show up, is crucial to growing your business.

It is important to know who you are as a person and a professional, who you serve and who you want to serve, what problems you are solving, what transformations you want to contribute to your clients and the industry, and what you stand for when it comes to your business. 

So, let’s talk about how to build a personal brand. 

If you have a strong brand identity and have fleshed out your branding guide, that’s great. If not, now is a great time to start. Regardless, it is a good idea to identify, or re-identify, what it is that you stand for and check whether you need to realign your branding with who you are.

My team put together a white paper about branding for real estate agents, and if you want a copy, feel free to message me.

In that white paper, we mentioned three Vs you want to focus on: value proposition, visuals, and voice.

Value proposition

When it comes to the value proposition, there are two important questions you need to answer:

  1. Who are you serving? Who is your audience?
  2. What value are you giving these people?

A lot of us are doing things we don’t realize we are actually doing, but those things leave an impression on your consumers—everything from what you do online, what you send out, what type of communication is being had while you are nurturing these leads, how’s the conversation, and more importantly, how are you showing up on social media?

Your value proposition is your message. The one you deliver to your audience so that it makes them want to work with you. It is basically what you stand for, how you communicate, and what value you bring.

When you talk to consumers online, over the phone, or in person, they are always checking to see if you are who you say you are, and getting the value proposition right is what attracts clients to you.

Ask yourself, “What specific value are you bringing to potential clients as a real estate agent?”

Mission and vision

We always hear experts say, “Have a mission/vision statement; it is important for your business,” but let’s differentiate the two.

Your vision is who you aspire to be, who you want to serve, and what problems you envision yourself having solved five, ten, or twenty years from now.

Your mission is who you are now, who you serve, what problems you are solving, and what you stand for.

That is why having a mission and vision statement is important—having that put into words helps serve as a reminder and a guide as to what direction you want to take your business and how you want to show up for the people you will be serving.

It also serves as guidelines for the people you will be hiring. As Brian said, “Begin with the end in mind.”

Niche down

Earlier, we talked about knowing who your audience is and identifying the people you want to serve. Are they first-time buyers? Move-up buyers? Sellers? Luxury? Are you targeting investors, small business owners, or maybe second-home/vacation buyers/sellers? 

Knowing who it is you are serving has a lot of impact on how we approach branding.

Some people might think, “That’s too niche.” But the biggest mistake a lot of agents make is trying to cover everybody. As Brian says, “specific is more powerful than general.” Find something you want to be good at and start there.

When you niche down and focus on something, you can become better at it. So great that people actually start referring you. Then you can expand from there.

It doesn’t matter what niche you pick, as long as you pick one (or two). “But if your goal is to close everybody, you’re going to close nobody,” Brian adds.

Visuals

Your visuals tell part of the story. When your audience looks you up online, on social or on your website, or sees the stuff you are sending out, it should be able to communicate who you are and what you stand for.

That’s why it is important for real estate agents, whether they are new or have been in the industry for a while, to always update their photos. Preferably, have your portraits taken by a professional.

Make sure your logo, website, graphics, and videos, as well as all digital and print ads, newsletters, mailers, and emails, match the audience and areas you are trying to target. It should be attention-grabbing and visually appealing not only to yourself but also to your audience, and it should be simple.

When there are too many things going on with your visuals, it can get overwhelming. Your message can get lost in the visual clutter, failing to effectively deliver your value proposition to your general audience.

You want to deliver the message loud and clear and without confusion, and a simple and clean approach to visuals is key.

Keep a branding aesthetic guide to make sure all graphics, videos, fonts, colors, themes, styles, icons, etc. are uniform throughout your marketing endeavors. This helps you keep a consistent look that is eye-catching and memorable.

Of course, not everyone is gifted with skills or talents for design. Invest in hiring or commissioning professionals to make sure the job gets done right.

Jacob also suggested, especially for agents who are just starting out or are on a tight budget, getting college students majoring in media or graphic design as interns. This is a win-win scenario where you get good quality outputs faster (because these students would want to impress you) and fresh ideas, techniques, and skills while you help them get some much-needed hands-on experience and some extra income.

Just remember that whenever you commission, outsource, or hire these experts, you should direct them and outline your mission, vision, and purpose for these visuals.

Be authentic

At the end of the day, your personal brand should reflect who you are. People are not going to understand who you are unless you put that out there. Having a branding guide to keep the visuals and voice uniform throughout your branding process helps with brand recognition and retention, builds trust and authenticity, and says loud and clear to your audience that you are real and reliable.

Invest in your brand

Make sure that you are communicating your message—your value proposition—clearly, consistently, and authentically to your audience, and come up with branding and marketing strategies to help you stay top-of-mind with them.

When in doubt, hire professionals to do the job right. 

In the same way we guide our clients through the home buying or selling process as experts, we also need to be guided by pros in fields that are beyond our expertise. Getting a coach to guide you through the process and serve as your other set of eyes to give you feedback also helps.

If you are looking for coaching to help you grow your business, we have one-on-one and group coaching sessions available for real estate agents. You can also sign up for our free weekly coaching program. 

Happy New Year to everyone, and have an awesome day! 

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