Let me guess…you are a Real Estate agent or Mortgage Lender in the Northern Virginia and you want to do more business? We all do right? What we really want are LEADS! We want people that reach out to us and say “hey I need to use your services…I got your marketing piece or found you online; can you help?” Yes you can!! But how do we get to this point? How do we change our traditional marketing into Real Estate Target Marketing?Let’s back up…
The Field of Dreams…remember that movie? The one with Kevin Costner in Iowa (where I am from) and he hears these voices that say “Build it and he will come”? Then Kevin Costner proceeds to destroy a chunk of his crops and everyone around him thinks he is crazy for doing such a thing! Well, you will have to watch the movie to find out how it ends but let’s just say that what Kevin Costner did, and the sacrifices he made worked out amidst the disapproval of those around him.
I was having lunch last week with a client and we were discussing his current business model. This client primarily works by referral and spends his marketing dollars and time sending notes, making calls, and doing pop-byes. All great, but I asked him a question…“What are you doing to keep your real estate sales funnel full…with NEW people?” He looked at me and I could tell he was unsure on the answer. If your entire database is 50 people, it is a limited number of people who can use your services and refer you to others. What if your database was 100 or 200+ people? What would that look like for your business? This applies for Realtors, Lenders, and Title Reps. You have to always be adding new people into the sales funnel. Not doing so limits your business tremendously. Taking the right “action steps” to get new people is the challenging part. Here are some tips to make it happen!
I recently taught a class at a Realtor association for new agents called: “I Just Got my Real Estate License…Now What?” The class was 2 hours long and covered a variety of topics to help these new agents get their businesses off the ground. When the class ended, each person was given an evaluation form of the instructor (Me!) and how I did. One thing caught my eye from one of the Realtors. The question on the form was “What are your biggest daily challenges?” The answer they gave was “Not enough Leads.” Unfortunately, the agent’s names were not on the evaluation forms, or I would have reached out to that agent to explain that the lack of real estate leads is hardly their problem.
Every week I get business cards from Realtors. We meet in a class I teach, or at an event. Either way, they are handing out business cards not only to me, but many other people. I realize that a business card doesn’t 100% reflect a person’s value or level of business that they conduct, but it does provide the person receiving the card an insight and upfront perception. Realtors are in the business of helping people buy and sell real estate, yet they usually leave 50% of their business card empty, or less than desired. I’m still curious as to why that is, but there are many things Realtors can do with their business card that can leave a far more lasting impression, AND get that person receiving the card to want to do business with them. Let’s discuss why Realtors lose credibility with and what better things are done with the business card.
Creating “loyalty” in almost anything these days can be hard. Why? Because we have so many options to work with people than ever before. To create that outstanding client loyalty in real estate is even harder. Thousands of Realtors in every major market, and most people who purchased a home, don’t even remember the Realtor who sold them the house a few years later. Tough to get repeat and referral business when your own clients don’t remember you. Let’s also not forget that with the internet options to pick and find a Realtor, and companies like Redfin running TV ads….Wow! In today’s world, creating client loyalty in real estate, lending, Title, and many other fields is becoming an increasing challenge. It can be done and here are several ways how.
School is back in session and vacation season is over. It is still technically Summer, but the Fall real estate market is officially here. Many Realtors/Lenders are refreshed and ready to make the push for a successful rest of 2017. Having an effective fall real estate marketing plan is key to ensuring that your current and past clients are touched, and the pipeline for Spring 2018 is filling up. The hard part is getting back into that business mindset and make the wheels start moving again. We all know it has to happen, but we need a plan. Running your business by design is far better than just “winging” it, so let’s chat about how we can set up a Fall marketing plan and close out the year strong.
I met with two different Realtors last week who were new to the business. They both asked how they can create a value proposition and “get noticed” as a new real estate agent. This is what I call the “rub” as a new real estate agent. It’s fairly easy to obtain a real estate license, but things become far more challenging after your license comes in the mail. Every new real estate agent gets excited for their venture and has grand ideas about dominating the market and making a lot of money. Then comes the reality of learning the other side of the business. Marketing strategies, advertisement, building a business, SOI, and learning online and social media tactics to get noticed. Getting noticed in a field of many can be difficult without hard work and a strong value proposition. Let’s talk about first steps to success.
Does this sound familiar? “I want to do a successful first time home buyer seminar!” Then no one shows up, or you get two people. What happened? Marketing happened…better yet, the lack of it. Your intentions were great, the presentation was full proof. You just need to get butts in seats. That is where you fell short. It’s not easy to set up and execute a successful first time home buyer seminar…but it can be done. When I talk to my clients about doing the important steps below they sometimes have push back or think they can get a good result doing just part of it. Yes, that can happen but I have seen too many upset agents and lenders when the event day came and very little showed up. Here are what I feel are the key steps to getting qualified sign ups and attendees.
If you own an iPhone or any Apple product you know that they come out with “updates” for IOS software that makes the technology possible. Each time you update the IOS software your phone gets new and cool additions that weren’t there before. Sometimes these changes are big, other times they are small. Either way, if you NEVER update the software, eventually the applications on your phone will no longer become compatible and work correctly…or at all. I think that is very much the same as it applies to Realtors and their real estate database and overall business. As an agent, if you aren’t updating your business and database, eventually it also becomes stale and outdated. Think…when is the last time you sat down and went through your entire real estate database and updated it? Are you still doing the same marketing tactics you were doing 5-10yrs ago? Are you getting the same result? Here are some steps to take to update your real estate business and move forward to a successful 2017 and beyond.