When I moved to the Washington DC/Northern Virginia area in June of 2012 I came across something in the Title Industry that I hadn’t seen much of before. That was “shopping to save on Title Services.” At first I was like “huh!?” You see, in Arizona where I came from the Title fees were “filed rates” with state banking. That meant that you couldn’t just give discounts for the sake of giving a discount. The rate you quote or use had to be filed. In the state of Virginia that is not the case. So, people were shopping and wanting the lowest fees possible. Its pretty frustrating sometimes to have people want you to discount what you do. The other day I came across an article that talked about how to save on Title Services and what the consumer should do. Some of the article was very good, other parts were not good and full of bad information. I’m here to set the record straight and correct some of these falsehoods and give you good information that can not only help you partner with a good Northern Virginia Title Company, but also help better inform your clients.
Last week I was meeting with a Realtor and we were talking about their business and how myself and Stewart Title can help expand their reach, streamline processes, and get more business. As usual, I was asking all kinds of questions about their current Real Estate marketing tactics and what is working but more importantly what isn’t working and why? I noticed that in everything they were doing they had very little or zero calls to action. You know what a call to action is right? For more information do this…go here…subscribe to this…call me at…for my top tips watch this. I didn’t see any of that. What I did see was generic and boring Real Estate marketing that yielded very little results. I stressed the importance of having a good Real Estate call to action with every marketing effort you do. You have make the consumer want MORE and you have to TELL THEM what to do. It is hard enough that the average consumer thinks that all Realtors are the same, but a strong call to action will make the phone ring and emails populate. That’s what you want right?
I have meant to write about this for sometime now but my crazy job as a Title Sales Rep in the Northern Virginia/Washington DC area is getting busier. Turns out…this blog/video/website stuff works…and well. So in today’s blog I want to talk about one of the main, core reasons the content you put out into the world of the Internet gets found online. That main reason is having an effective blog post title. I look at the box that I see above me (where my blog title goes) as the box of Google where people type in questions and keywords that they are looking for online. Having a generic blog post title is not going to help you get found online very well. You have to have an effective blog post title that has the “key word or key phrase” that your ideal client would search for and be interested in clicking on. Let me explain:
Huh? What is “Vlogging?” It is something you are going to be doing in your Real Estate marketing very soon…you just don’t know it. Vlogging in Real Estate is becoming more and more popular because many people don’t like to spend a long time writing blogs. Writing a 700-1200 word blog does take some time and not always easy if you don’t know HOW to use the right keywords or meta-tags that allow you to get “found” by the search engines. As we can see from the explosion that is YouTube, Vimeo, Live Leak, and other video sites that Video in Real Estate is HUGE and will continue to grow as long as your target client (the consumer) keeps demanding it. YouTube is now the 2nd largest search engine in the world and Google owns it. Google is heavily incentivized to rank your Videos. Hence…enter Vlogging in Real Estate, how to get started and the top reasons as to WHY you should jump in feet first.
The Title Company Marketing Rep Gimmick has been around for a very long time. You know what that is right? Its the pens, pads, sports schedules, coffee mugs, key chains, calendar, flashlight, flyswatter, and anything else that has the name of the Title Company and is essentially a big “leave behind” by the Marketing Rep so they feel they have portrayed or given something of Value to the person they are meeting with so they in turn feel the need to give that Title Company their business. In the old days the Title Company Marketing Rep Gimmick worked…even now it still does on occasion. At the end of the day the Realtors and Lenders I meet want one thing…MORE BUSINESS! They want to know how to streamline their business to save time, yet maxmize their efforts to do more sales…close more loans…sell more homes.
In today’s market we have seen a shift with rising interest rates. This rise has occured over the last 30 days or so due to the Federal Govt deciding to “taper” off the bond buying program that has caused rates to remain below 4% for much of the last 12 months. The rising interest rates have had little impact on home buyers in the Northern Virginia/Washington DC market as the lack of inventory is causing people to still purchase homes as fast as they can find their way onto the market. Many potential home buyers are still wondering how this will affect their buying power going forward? This is a great question! Here are why it is still a great time to purchase a home with rising interest rates!
As I meet with Realtors on a day to day basis as the Director of Sales/Marketing for Stewart Title in the Northern Virginia/Washington DC area I hear all kinds of comments from Realtors…almost like a “wish list” they have to be more savvy, more successful in Real Estate. They want to standout in the infamous Real Estate Sea of Vanilla that they all swim in. So today, I met with 2 Realtors that were talking to me about Farming a few top/high value subdivisions. They said that their office manager offered to pay for the first 1000 postcards that they want to send to this large group of people who may or may not have a home selling or buying need. My next question to them was “How many agents do you think are also marketing to these subdivisions?( Not only that…but how many are marketing to these 1000 people with the same type of postcards?” (these are high end homes…there has to be a ton!) Remember…Sea of Vanilla. The agents looked at me with a gaze…”so what do you suggest?” I said…“What if I could show you how to market your Real Estate subdivision without using postcards…and Win? Would you be interested? YES!! Lets just say that they were quite interested.
In this age of information where we are constantly reading news, watching videos, and searching for answers to our questions on places like Google, Yahoo, and Bing it is necessary to be writing and putting out engaging content that your target audience finds valuable. Being a Real Estate agent is hard…not easy like others believe. You have to find your “Real Estate Value Proposition” and separate yourself from the thousands of other Realtors in the Real Estate “Sea of Vanilla.” Once you have figured this out and start adding content, blogs, and videos to your Real Estate Website there are what I call the 5 Rules before publishing your Real Estate blog. These are 5 simple things that will help your content get “found online” by your ideal client AFTER you have spent the time creating this engaging content. Here they are:
Harsh title to this blog huh? Sorry about that but it had to be done. Every day I meet with Northern Viginia and Washington DC Real Estate agents and help them with their Real Estate Marketing. All facets of their marketing not just the technology side, but in the end it always come back to their HUB…their Real Estate website. This is when the questions start coming out as to HOW to do this…WHY doesn’t this happen…WHAT can I do here…and so on as it pertains to their website. In the end they feel defeated because the local Real Estate agent doesn’t know WHAT to do with their website and no one has showed them HOW to do it. This leads into the 5 reasons why Realtors don’t get found online in their Real Estate Marketing. Don’t worry…answers to these 5 reasons will be included.