The Importance of an Online Presence

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Did you know that 92% of homebuyers start their search online? We live in the digital age, and real estate is not immune. The client is obviously online, are you?

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Chances are, you probably already have a Facebook Business page, but are you maximizing it’s potential? One of the best features you can use is Facebook Live. As you saw on the chart above, 70% of homebuyers toured a house online. Facebook Live is a great tool for getting exposure for your listings.  If you are having an open house, make sure to Live video it.  This will give your clients an extensive look into the property you are trying to sell.  It also gives your listing extra exposure to all of your friends and followers.

Facebook also has the option to create events.  If you are having an open house or an event you want to cover, create a Facebook event and invite your Facebook followers.  This keeps clients and friends in the loop and involved in events that you or your brokerage is putting on.

Facebook is also a good platform to simply keep in touch with your database. Did someone you know just have a birthday or big event? Make sure you are reaching out, and updating your notes in your CRM for that contact.  This habit makes Facebook an easy tool to strengthen your client relationships.

Along with client relationships management, this is a place you can do some self-promotion. Post listings when you acquire new ones, or post updates on active listings. Promote new local events or news to keep not only yourself in the loop of what is going on in your community but your clients as well.

 

Over half of homebuyers used YouTube as their source of video when home searching. This can be a great tool to show your listings online. YouTube makes it easy to share your videos across multiple social media platforms, which ensures tons of exposure for your content.

Feel free to use your channel to post some fun and lighthearted content about yourself.  This will give your clients a look at who you are as a person, not just an agent. Many brokerages are now helping agents film videos by installing video booths (Village Realty is among those- sign up for Video Mondays now!)

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Instagram is a great network to use as a real estate agent because it is a very visual tool. This is a perfect place to post pictures or updates of your listings or homes you show.  You can also connect to Facebook, so your posts will post on your Facebook as well, which gives you double the exposure.

This is also a great place to let a client in on your fun side. Post some personality videos and pictures. Mix it up and put your own spin on it! Creating content that feels authentic to you will help potential clients connect with you personally.

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The ultimate social networking for adults! If you don’t already have a LinkedIn profile, now is the time to make one. One key part of getting attention on LinkedIn is having a bio that stands out. See our tips on how to create your own captivating bio, check out How to write an awesome agent bio.

Once you are fully active in LinkedIn start building connections and growing your network.  You can also use this as a place to join and participate in local groups. The more you can get involved in the community the more connections you grow in the community. You will also become more aware of events going on to post on your Facebook- see it is all a continuous cycle.

 

One of the main online sources that you should be on or have is a website. A professional website is key in the real estate industry, especially in a time where most people do their research online. This website is a great way to offer a place where clients can go on and view your listings, read about all of the resources you or your brokerage offers, and how to get in touch with you.

 

Now that we have gone through the different places you can build your online presence, let’s go over some tips to help you do so in the best way. First, post often. Posting often will increase your views, and help keep you top of mind with your database.

Second, keep your content modern and authentic. The content you post should feel like YOU! Social media and the internet in general will be your first impression to the majority of your client base, so make sure you are doing your best to express who you really are, and what makes you unique as a Realtor.

Lastly, make sure you are using these online sites as a way to strengthen your client relations. A lot of these websites are a two way street-just as they are seeing what you post, you see what they post. Did they just have a baby? Send them an email congratulating them. Keep up with the big events going on in your client’s life and reach out to them when you feel it is appropriate.

 

How do you stack up online? Village Realty will do a free digital audit for you! Digital Audit Offer

 

 

Turn Up Your Real Estate Game 360° with Matterport 3D Technology

We get it. Being in the real estate business isn’t a cakewalk. At times, you may feel like a little fish in a big pond, competing for leads and listings while juggling existing clientele. It sometimes feels you are struggling to survive in the real estate sea. But what happened to flourishing? Sometimes all it takes is the right tools to catalyze your professional growth.

Look no further, we’ve found a tool for you! Create a 3D immersive experience to delight sellers, “wow” and accommodate buyers, and allure future clientele using Matterport 360° video technology. As an innovation leader in real estate virtual marketing, Matterport claims: More Clients, Better Listings, & Real Emotion.

What are Matterport 3D Showcases?

Matterport 3D Showcases allow homebuyers to virtually tour properties (via a video platform) from any desktop or mobile device in three, unique viewing modes that are 99% dimensionally accurate. Utilize the Floorplan View to gain the traditional top-down perspective, the Dollhouse View to see the whole property at once, or the Inside View to walk around as if you’re actually on site. Every day, open houses are just a click away. With easy-to-use self-navigation, viewers control their experience, leading to feelings of autonomy that fuel decision making. In fact, viewers are 95% more likely to call and 300% more engaged.  

How Do I Get On Board?

Do It Yourself (DIY)

Purchase a Matterport Pro 3D Camera. In designing their revolutionary product, Matterport focused on ease of use, processing speed, device portability, and results reliability. For these reasons, the camera has the following features:

·      works alongside the Matterport Capture app for iPad

·      has only one button (the power button)

·      captures spaces via smart, automated rotation

·      requires no staging equipment (aside from a tripod)

·      weighs only 6.5 pounds

·      requires no WiFi (equipped with internal WiFi)

·      scans a typical property in an hour or less

·      processes scans/models in only a few hours

The caveat—one camera is $3,600. A Cloud Plan is then necessary for hosting and serving your Matterport Spaces (properties).  Depending on how many Spaces you plan to have active at any given time, Cloud Plans range from $49 to $149 a month or $499 to $1,499 a year. As an individual agent, your pricing would most likely fall at the lower end of this spectrum.

Contract through a Matterport Service Provider or Company

These four companies are Atlanta-based and use Matterport technology to produce digital marketing tools for your business. For an additional fee, Barnes Creative Studios (and likely the others) offer to generate social media content from these virtual tours. Take a look here.

VantagePoint 3D

We Get Around: Matterport Photography

Atlanta Marketing Professionals (AMP)

Barnes Creative Studios

To contact any of these service providers, simply visit their website and follow the posted instructions—pricing and offers may vary. If you’d prefer a broader selection of companies from which to choose, visit Matterport’s page for finding Matterport 3D services in the Atlanta area.

Finally, remember to consider the value of contracting with one of these providers versus investing in your own camera and video skills. You may uncover some mad video skills you never knew you had!

Need more convincing?

 

 

 

How to Write an Awesome Agent Bio

It seems so easy in theory. Writing about yourself should be the most natural thing in the world. But sometimes writer's block strikes even the most self-aware Realtors. Your bio will often be the first introduction you get with a potential client, make sure yours is 10/10.

Pay Attention- First, and most important, you want to make sure that your bio (and really all of your messaging) is well written. This guide from our friends at HubSpot will help you get off on the right foot. The reality is that your first impression will be made long before you ever shake hands with a potential client- they are sure to have researched you online and have made an assessment about you based on their findings. You want all of your messaging to reflect both your professionalism and your personality.

 

Promote Your Personality- In addition to positioning yourself as a professional, you want to let your personality shine through. Do you love your college football team? Does your perfect Sunday mean a day on your boat? These all things that make you personally unique, and in a competitive market, as shared collegiate alliance could give you the edge over another Realtor.

 

Show Off Your Skills- Personality is important, but potential clients need to know what you can do for them. Listing some key factors that make you an excellent Realtor will be a vital part of your bio. Haven’t closed much business yet? No problem. Focus on highlighting some traits or characteristics that will translate well to your job as a Realtor, or position yourself as an expert in certain neighborhoods.

 

Lay Off the Sale- Always be closing is dead.  Use this opportunity to convince potential clients that they should work with you without giving them a hard sell.  Boldly displaying your personality and your expertise should do the work for you.  If you can’t resist the urge to sell, make sure your pitch is focused on how you delight your clients by focusing on their wants and needs.

 

Customize for Your Audience- You’ll probably need to write more than one bio for different channels. Your website bio might not work for the bio you include on your buyer’s presentation, or on your LinkedIn profile. Do a few minutes of research for each place you plan on posting the bio. What are other agents doing? How are potential clients using this platform? Having the flexibility make minor tweaks will be helpful in the long run.

How do you stack up online? Sign up for Village Realty's free digital audit now. 

Database Quick Tips: Exporting Google Contacts

When building your database (or your real estate business), it can be hard to know where to start creating your list. The best place to look for contacts is in your existing inbox. But manually extracting contact information for hundreds of people is not the best use of your time. Luckily for you gmail users, it's never been easier to mass export the contact information for people you already communicate with. Look below for step by step instructions on how to export contacts from your gmail account.

 

Step 1- Log in to Gmail. Click the tab at the top left of your screen that says "Mail". 

Step 2- Select "Contacts" from the drop down. 

Step 3- Click the "More Button" and select "Export..." in the drop down 

Step 4- Select "All contacts". This will allow you to download contact information for everyone you have ever emailed from your account. You can also use this screen to select which type of CSV file you want.

Step 5- Upload your contacts to your CRM of choice. (Note: it's important to spend an hour or so going through that list and deleting any email addresses that aren't valid. This will be important later if you are planning on using this data to send any mass emails. Remember, clean data is happy data!) 

Database Marketing Quick Tips: Capitalizing Contacts

Sometimes your database needs a little scrubbing. If you are planning to use any variable tags to personalize your database email marketing, having capitalized first and lasts name is key. You probably don't have all day to manually check each of your contacts, but by using this quick Google Sheets hack, your contacts will be capitalized and ready to go in no time. 

 

Step 1: 

Load your contacts into Google Sheets. If you don't have a GSuite account, you can sign up for one here. You can either import a CSV or Excel file, or copy and paste your data into a new spreadsheet. 

Step 2: 

In the cell at the top of the column next to your data, type "=proper (A1)", and hit enter. You may have to change the A to correspond with the letter that labels your data column. Your first cell should now be repeated in the cell with the formula, but with a capital letter. 

Step 3: 

Hold down shift and at the same time, drag the crosshairs down the entire column next to your data. 

Step 4: 

Release the mouse and release the shift key at the same time. Your data should now fill the next column. Now sit back and marvel at those capitalized names. 

17 Content Ideas for Each Stage of the Buyer Journey

Creative content is king, but sometimes we all experience a mental block! Try one of these 17 Content Ideas for Each Stage of the Buyer Journey. 

Awareness: these are clients who are just realizing that they might have a need for that you can solve. Educational content works best for these clients. 

  1. Homebuyer webinar
  2. Determining When to Sell eBook
  3. Market report or comparison
  4. Buying vs Renting statistic infographic
  5. What to Know Before Buying tip sheet 
  6. Affording Your First Home Whitepaper

Consideration: these prospects know they have a problem, and are looking for solutions. 

  1. How to Choose a Realtor eBook
  2. Awful Real Estate Photos blog post
  3. Expert tips
  4. Podcasts
  5. Client events

Decision: this is your time to shine. Clients in this stage are ready to solve their problem, and are deciding the best way to do that. Why should they work with you over another Realtor?

  1. Client Testimonials
  2. Home Valuation Report
  3. Personalized Homebuyer Guide
  4. Vendor Comparisons 
  5. Listing Presentation
  6. Complimentary consultation offers

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6 Essentials of a Buyer's Package

Servicing buyers is something almost every Realtor does. How will you stand out from the competition? With an amazing buyer’s presentation! Make sure to include these 6 Essentials of a Buyer’s Package. 

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1- Services Provided:

Don’t be afraid to toot your own horn! Walk your client through everything you will do on their behalf, from conducting a property search, showing them properties, recommending vendors, to navigating the legalities of the purchase. This is also a great time to explain to potential clients that you work for free for them and that the seller is responsible for paying your commission. 

2- Communication Plan:

This section should be interactive because every client is going to have different communication styles. Ask your potential client how they want to be communicated with, and be flexible enough to change your game plan. Offer daily text updates or a weekly email summary of all activities. No matter which method your client prefers, express that communication is your number one priority when brokering their transaction. 

3- Buyer Process:

Your potential client likely hasn’t experienced the home buying in several years, if ever, and they would probably appreciate a refresher. Creating an infographic or a slide of the buyer process can go a long way when establishing yourself as an expert. 

4- FAQ:

There will probably be questions about the process and about you during the initial buyer meeting. Including a FAQ section will allow you to have answered prepared to some common questions, and will ensure that your potential client feels informed, even if they don’t know what questions to ask. Make sure to leave enough time for the client to ask questions that aren’t included in the FAQ. 

5- Vendor Recommendations:

Connecting your client to a network of trusted professionals is key. From lenders to inspectors to home renovation companies, providing a vendor directory is a great way to establish yourself as an expert in the industry, and, bonus points, if you refer vendors business, they might return the favor! 

6- Resources Available:

Provide your client with a list of resources you can offer them. If you don’t have any of this material, create some! Try making a mortgage application checklist, or a "Moving Best Practices" eBook. Letting your client know these types of things are available proves that you will provide them with an exceptional experience and will provide you an additional touch point when you reach out after the appointment.

Ready to stand out from the online competition? Village Realty's free Digital Scorecard can help you improve your online presence. Start today. 

 

Tech Tool of the Week: MailChimp

If you’ve ever listed to a podcast, you are probably familiar with the name “MailChimp”. Aside from being an unceasing sponsor of all things digital, MailChimp, the product, could revolutionize your real estate marketing plan.

Lists:

The free version of MailChimp allows you to have 2,000 subscribers and send up to 12,000 emails a month. From these contacts, you can build lists that are specific to the types of marketing you plan on doing. Create one list for past clients, another for potential buyers, and a third for potential sellers. If you want to get really detailed, you could even create specific lists for different areas or neighborhoods. The options are endless with these lists, and it will allow you to tailor your content to specific groups of people.

Campaigns:

Creating beautiful, professional email campaigns will put you heads and shoulders above your competition. MailChimp’s step by step campaign builder will help you create delightful email experiences for your clients, with features like “subject line researcher”, pre-made templates, and the ability to drag and drop images and text boxes.

Reports:

MailChimp’s free version offers comprehensive reporting that allow you to see how your campaigns are performing. Compare your open and click rates to the industry average, and see how different campaigns perform against each other. This data can help shape the types of content you send, as well has gives you some guidance on what day and time get the best open rates.


Automation:

Available through the paid version, automation features allow you to connect with your lists without having to manually send campaigns. You can do things like send a campaign to send emails to your clients on their birthday or anniversary, create educational drip campaigns for new subscribers, or even create custom workflows, such as automating the contract to close communication process.

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6 Essentials of a Listing Package

Whether you present in a demo deck, a printed packet or on a screen share on Google Hangout, there are certain items that are non-negotiables in any listing presentation.  Check out our list of 6 Essentials of a Listing Package below. 

 

1- Market Analysis/Stats

You should always do your homework before a listing appointment and come to the table knowing what action is happening around the home in question. You can use MLS reports, Zillow, and even personal knowledge to present information to the homeowner. 

2- Marketing Plan 

The seller is going to be very interested in what steps you will take to make sure buyers' eyes get on their home. Are you a social media savant? Tell them about how you will use Facebook to promote their listing. Do you have great success with open houses? Let the seller know. It's likely that your marketing plan includes both of those things and more. Make sure the seller knows all the work (and dollars) you plan on putting towards getting their home marketed. 

3- Brief bio/certifications

You are going to be in close contact with the seller and their personal space, make sure they know that you are a qualified professional! A brief bio and any relevant certification definitely deserve a space in your listing presentation. Not sure what your brand value is? Check out this guide to becoming a real estate brand.  

4- Testimonials 

Including some quotes and statistics from recent clients is a must. This is a major piece in establishing trust with your potential client and can gain you some yardage in terms of them seeing you as a qualified professional. These testimonials are going to be especially powerful if the clients are located in or around the neighborhood in question. 

5- Timeline

Of course, the best case scenario is that you sell their home as quickly as possible, but this is not always the case. Including a planned timeline of activity will help your client see the value in what you are doing for them week after week.

6- Personalization

People don't care how much you know until they know much you care! Prove that you truly care about helping your clients achieve their home selling goals by customizing the listing presentation as much as possible. For example, a letter from you to the client promising the best possible customer service, or a slide on how other sellers have achieved similar goals will go a long way to ensure that your potential client feels heard and cared for.  

Tech Tool of the Week: Slack

Team leaders and managers rejoice! There is a way to keep your entire on the same page through easy and instant communication, even when your team is on the go. Enter Slack, the darling of the technology world. Slack is a messaging app where you can talk, share files and work together all in one place. 

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While slack does have a paid version, the tool is available for free and there are plenty of features to keep team communication running without ever spending a dime. These features are sure to delight your team. 

  • Channels and Private Messages:  With Slack, you have options when it comes to communication. You can send private messages to any other user or use one of the available channels to post messages to anyone in that channel. This transparency means quicker response times for your most urgent needs, and more visibility into what other team members are doing. Try channels for showing assistance or open houses, and another for marketing tips and tricks. 
  • Files: Never hear "Can you send me..." ever again! Use Slack's file uploader to stash important documents that the entire team needs. You can even "pin" the file to the top of a channel so everyone always knows where to find them.
  • Frequently Asked Questions:  You can set up your "slackbot" to answer frequently asked questions. Use this link to set up  a way for your team to get quick answers to questions like "What is our license number?" "What are our Pantone colors?" and anything else under the sun. 
  • Search: Use slack's search feature to search for old messages using keywords or teammates names. 

Ready to see how you stack up against the online competition? Village Realty can help. Sign up for your free digital audit here. 

5 Ways You Should Be Using Facebook

A reported 78% of Real Estate Professionals are using Facebook, nearly double the amount of agents using the next most popular social media platform. Are you making the most of your Facebook Business page? These 5 Ways You Should Be Using Facebook can help you take your social media strategy to the next level- and stand out from the competition.

1- events

If hosting events is a cornerstone of your marketing plan, using Facebook events has to be part of your to-do list. Facebook events feature allows you to easily promote events and track attendees. Use the events feature every time you have an open house to easily promote the open house to a neighborhood or city a few days before the event for maximum attendance.

2-  Geo-targeted Ads:

Promoting your open house isn’t the only way that you can use the ads feature which allows you to target people in one specific area. Use geo-targeted ads as an awareness play to promote your brand in areas that you would like to work, or use the ads in combination with a landing page to collect listing leads in a particular neighborhood.

3- Promoting Your Own Content:

The ultimate goal is a client, not a like! If you regularly share posts on Facebook that are directing your traffic to websites other than your own, you are probably losing out on potential leads, and possible feeding your traffic into the hands of more-digital savvy competitors. Don’t miss the opportunity to create and share your own awesome content that will delight your audience and help convert them into leads. For more information on how to become a Content Marketing Master, click here.

4- Analyzing your Audience and Post:

Use the Facebook Insights feature on your business page to see tons of information about who your posts are reaching, and how those audience members are engaging with your posts. This is immensely helpful in planning your social media strategy, because it can give you guidance towards what times to post and what sort of content your audience responds to.  

5- Live Video:

Facebook is all about video these days and has a relatively new option to host live video, cleverly titled Facebook Live. This new tool has so many applications in the Real Estate market, from live hosting an open house to offering a home buyers seminar, the sky is the limit to how creative you can get with Live video.


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Tech Tool of the Week: Buffer

Social Media is the cheapest and easiest way to reach a large audience with your message. But most Real Estate professionals are failing to use social media to their advantage.  Inman recently released a comprehensive report stating that over 50% of agents report that the biggest mistake a Realtor can make on social media is not posting regularly enough. But between showings, writing contracts, prospecting and the millions of other things that fill a Realtors day, social media posting usually takes a back seat. No savvy marketer would ever tackle social media without the help of an automated scheduler, so why should you?

Buffer, a social media publishing tool, allows you to seamlessly manage your digital presence across the various social media platforms. The free package has tons features that will help you stay on top of your social media game. 

  • Scheduling: The free version of Buffer allows you to schedule up to 10 posts per platform across Twitter, Facebook, LinkedIn, Google+ and Instagram. The lowest tier of the paid version ($10 per month) allows you to schedule up to 100 posts per platform. You are also able to customize your time slots, so you are always publishing content at important times. 
  • Chrome Extension: The free chrome extension allows you to schedule content directly from your browsers. This is especially useful if you like to share informative articles or links. 
  • App: You can also share and schedule content via the mobile app for iOS and Android. The app also provides a step by step guide to schedule posts directly from your mobile browser.
  • Analytics: Buffer provides an analysis of each of your posts to give you valuable insights into what types of content resonate with your audience and which times of day are ideal for you to post. 

Ready to see how you stack up against the online competition? Village Realty can help. Sign up for your free digital audit here. 

9 Things Your Broker Should Be Doing For You

Real Estate can be a lonely business. You are often times working alone on a wide variety of projects with little to no back-up. You are responsible for your own business, and while that can be exciting for those who are entrepreneurial at heart, no man is an island. Luckily for you, there is a person in every Realtor's life who is there to provide support. What exactly does a good Broker do? Check out our list of 9 Things Your Broker Should Be Doing For You below. 

1- Availability:

Real Estate moves fast and your broker should be able to keep up with timely demands from all of their agents. By not being available to quickly respond to consult on contract issues, your broker could be severely impacting your ability to get contracts written and ultimately impacting your bottom line. 

2- Goal Setting:

Your broker should be assisting you with setting goals. If your broker isn’t willing to have a quarterly meeting with you one-on-one to discuss your business plan and to help create a plan to reach your goals, it might be time to consider a move. 

3- Emotional Support:

Real Estate can get ugly, y’all! Your broker should be able to provide emotional support to you in times of need and should be willing to speak with any clients who need to be talked off the ledge. 

4- Providing Opportunities to Learn:

Your broker should be on the lookout for places for you to grow in knowledge. Whether that be in-house classes and trainings, things available at your local Board, or coaching or online training, your broker should be giving you several chances a month to learn something new. 

5- Fighting for Commission:

Getting paid on a deal isn’t necessarily a given. Commissions can be held up for any number of reasons, and your broker should always be willing to go to bat for you when it comes to getting paid. 

6- The Legal Stuff:

Brokers should be up to date on the changes to the GAR forms that occur twice a year. If your broker doesn’t currently sell, they should be making it a priority to stay up to date with the changes of the forms, as well as with changes in real estate law. Brokers should also be connected with a network of lawyers that they can consult with for issues outside of their scope of knowledge. 

7- Tone and Culture of the Office:

There are all types of ways to work. Your broker should make it clear what kind of office environment they have created. Knowing what kind of culture your office has is wildly important, as that is what sets the tone for how business is done in the office. Your broker should be able to clearly articulate what kind of company culture is prevalent at their brokerage. 

8- Awareness of New Technology:

Your broker should be on top of the latest and greatest in real estate technology and should be providing access to the tools that will help grow your business. Your monthly fees should include several technology products, such as a website and transaction management software, and it’s your broker’s responsibility to make you aware of additional industry leading products. 

9- Administrative Support:

This is crucial. The process for compliance and receiving commission payments should be clearly outlined and very simple. If your broker doesn’t offer table funding, check processing should be done in a timely manner.  This often takes a team of support staff, but it’s you broker’s responsibility to make sure the processes are in place. 


Ready to break up with your broker? Village Realty is the only brokerage built exclusively for growth-oriented agents - no matter your experience. Fill out the form below for more information on joining our Village. 

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Content Marketing Mastery

If you have spent any time at all learning about online marketing, you have probably heard the phrase “content is king”. But what exactly is content, and how can you use it to grow your real estate business?

Who am I speaking to?

Before you can understand how to create great content, you have to understand who you are writing content for.  You can learn more about brand building here, but for now, when writing content, consider who your ideal client is. Are they are first time buyers? Do they want to live in a condo? Maybe it’s as simple as wanting to live in a specific county. Identifying demographics of your particular buyer is identifying your buyer persona. Once you’ve identified your buyer persona, spend some time thinking about what kinds of problems they may be facing.  If you are relocation specialist, buyers may be facing the problem of learning their new surroundings. Families with young children will be looking specifically at school districts. Knowing what problem your buyers are facing and how you help them solve that problem is an incredibly important part of creating excellent content.  

What is content?

Think about the last email you received from a company, or the last link you clicked on from social media. Chances are, you were exposed to some type of content. Content comes in endless amounts of forms - think videos, blog posts, infographics, case studies, webinars… the sky is the truly limit. Any platform you can think of that successfully tells your story to potential clients can be considered content.  Again, think of your buyer persona here. What vehicle will be most effective in delivering your unique message to your specific market? Video has recently become an incredibly popular form of content delivery, but it’s possible that video isn’t best for your target market.

Types of Content

You now know all about what content is, but how does that relate to your bottom line? When buyers find your content, they are engaged in one stage of the buyer journey.  

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You must consider all three stages of the buyer journey when creating content.

Awareness Stage:

Clients in the awareness stage are becoming aware of their problem- your clients might be realizing that they want to live in a different area, or that they should buy real estate as part of their investment portfolio.  Think back to identifying your buyer persona- what is their unique problem? Generating content that helps your target market become aware of their problem is the first piece of the content equation. For example, a listicle entitled “10 Signs You Are Out Growing Your Starter Home” may help potential buyers realize that they are running out of space in their current home.

Consideration Stage:

Here is where your clients begin to consider the solution to the problem they identified in the awareness stage. These clients are interested in educational content to help them arrive at a decision. Consider hosting homebuyer webinars, partnering with vendors to provide information about mortgages, and any other sort of content that would assist clients in making a decision. It’s worth noting that in this stage of the buyer journey, you want to be careful about being salesy. Focus on creating content that provides education to a client rather than worrying about selling yourself as a solution to the problem. Providing content that is trustworthy and delightful is more important in this stage of the buyer journey than closing the deal.

Decision Stage:

In this stage, clients are making decisions on how to solve the problem they’ve identified in the awareness stage. This is where it is okay to sell yourself. Potential clients need to know how you able to solve their unique problem. You should focus just 30% of your content on this category. Try posting client testimonials or statistics from recent sales. Remember, your ultimate goal with content writing is to help your buyer solve a problem. It can be tempting to publish content purely for those in the decision stage, but without content geared towards buyers in all stages of the journey, it is unlikely that you will close any deals at all from your content strategy.

Planning

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Regardless of who your buyer persona is, planning content is key. There are many apps and products on the market that help you with content planning; regardless of what you choose, know what to post and when is a vital part of having a content strategy. When planning, remember the magic content ratio:

Keeping to this ratio will help you move potential clients through the stages of the buyer journey, and ultimately is the sweet spot you want to aim for when planning your content.

Three Ways to Use Landing Pages to Grow Your Real Estate Business

You already know that more online conversions lead to more sales. Creative, well-designed landing pages are the best way to ensure that potential clients from paid ads are engaged and converted into leads. However, most real estate professionals fail to use landing pages when paying for ads, instead just relying on their websites to do the job of lead conversion. Landing pages can increase conversion and are a necessary piece of the paid ad puzzle. Try these three creative types of landing pages to up your marketing game.

 

1- Event marketing

Using landing pages to promote open houses or client appreciation events can set you apart from the pack. By capturing the information of interested parties before an open house, not only can you send them a personalized note before the event, but follow up is made infinitely easier.

 

2- Single Property sites

The ability to host a single property site for homes is something that must be in your listing marketing toolbox. Services that provide single property sites can cost up to $50 per listing and give you little to no control over the design and style, and ensures that you can easily play with lead capture forms and CTAs (call-to-actions)  Creating your own landing pages allows you to control the look of the page, as well as track potential buyers using a method that makes sense to you (think: inbox versus loaded automatically into a spreadsheet.)

 

3- Property Value Inquiries

When trying to land more listings, establishing yourself as an expert is one of the most valuable things you can do from the get-go. A truly simple way to do this by running a paid ad offering digital property value assessments. Once a lead is captured, create a CMA report assessing their property and email it to them with an offer to do a listing presentation.

Becoming a Real Estate Brand

Branding is key when it comes to an overall marketing plan. Having a recognizable brand will allow you to earn the trust of potential clients, as well as help you craft your marketing strategy. Not sure where to start? Try the three tactics below and you'll be well on your way to becoming a brand. 

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Niche Building

What is your superpower? Your super power is the thing that makes you different from others in the market. Do you golf? Are you an expert on waterfront properties? Are you the most positive. cheerful agent on the block? Use your unique angle to build a business strategy around why people should work with you.

Now that you know your superpower, identify what problems your client base might have. and how your unique superpower helps them find resolve those problems. 

Add Value

Within your niche, what are you doing to create value for your market? By adding value, you are establishing yourself as an expert in your niche and stay top of mind with potential clients. Consistency is key. Whatever you choose, make sure it's something you can repeat on a regular schedule. 

You might be asking "What can I do to add value?" It will vary depending on your market, but a few ideas: blogging, client educational events,  vendor partnerships. Get creative and remember to be consistent! 

Communicate

Now that you've identified your niche and created a plan for adding value, you now must communicate your brand to your market. There are plenty of ways to do this, so consider things like time and budget when choosing a model. 

There are a lot of ways to communicate with clients, and often using a combination of methods is most effective. Consider mixing digital and physical techniques, like e-mail marketing paired with prospecting calls. 

Video for Real Estate: What You Need to Know

Video is the fastest growing content medium out there. There are several ways to use video to engage with your client base, and 96% of consumers report that video is a helpful factor in making purchase decisions. But, with any new trend, it can be tricky to get the hang of it. We've pulled together a quick sheet of the best practices for each of the major video streaming services. 

Facebook Live: Anyone who has been mesmerized by one of those miniature recipe videos will believe this: Mark Zuckerberg reports that by the year 2020 he expects that the majority of all content on Facebook will be video. Facebook Live was launched in April 2016 and has become a favorite tool to stand out in a crowded Newsfeed. The video is, well, live, so when creating content, it's helpful to keep that in mind.

When to use it: Live open houses (with the seller's permission), property tours, live educational webinars

Snapchat Stories:  If you want to reach millennials, Snapchat is the platform for you. Originally, Snapchat was used as a way to send selfies to your friends that expire after 10 seconds. Snap (the parent corporation of Snapchat) now is tech empire of their own, and every brand from CNN to Pokemon Go is using Snapchat Stories to expand their brand reach with millennials. Snapchat Stories are a series of 10 second long videos or pictures that expire after 24 hours. When creating content, think just that. Post short videos to your story that help establish you as a brand and will nab you millennial clients. 

When to use it: Posting pictures and videos that are in line with your brand, and help develop your niche. At a festival in the neighborhood you work? Shoot some footage. At a new neighborhood restaurant? Food selfies are always okay. You could even Snap a client testimony, but remember, the videos disappear after 24 hours. 

YouTube:  The weird and wonderful world of YouTube... there's really no limit with what you can do with your YouTube channel. YouTube videos will last forever, so your angle here will be establishing yourself as an expert on your niche. Be aware that the YouTube comment section is notorious as the worst of the world wide web and either consider keeping comments turned off or steel yourself for the weirdos of the world.

When to use it: Listing videos, brand expansion, neighborhood tours, product reviews, educational content, vendor interviews are really just a few ideas. 

Instagram Stories:  Instagram Stories is the new kid on the block in terms of video social media. Instagram has long been twitter's artsy little sister, and is now making waves in the video world by their response to Snapchat.  Same concept, slightly different audience. Instagram has a wider audience than Snapchat with just over 500 million active monthly users. Again, treat Instagram Stories as a platform for authentic brand engagement with potential clients. 

When to use it:  The same ways as Snapchat stories. The plus here is that you can also post videos to your feed, which have a longer lifespan than Stories. Try posting a few client testimonies here. 

Getting the Listing: 10 Steps to Listing Success

Looking to base more of your business on listings? Not sure what to do once you receive a new listing leads? Want to learn more about how to leverage existing clients into more business? Download our Getting the Listing: 10 Steps to Listing Success eBook here, and check out the first step below! 


Step 1: Marketing. In order to get listings, you have to know how to find people willing to sell. 

Online Sources: There are plenty of websites where you can buy listing leads. These sites will usually charge an upfront fee or have you pay a referral fee when you close. 

Check out these sites for listing leads:

www.ExpertHomeOffers.com
www.EffectiveAgent.org
www.Estately.com
www.Movoto.com
www.AgentPronto.com
www.AgentAce.com
www.HungryAgent.com

Offline Sources: Don't forget the people around you. Marketing yourself offline is equally as important. Try these unique ideas for finding listing leads IRL (in real life). 

Estate Attorneys: This is an untapped market! Estate Attorneys typically have Realtor partners they refer business to when a home sale is needed. 

Divorce Attorneys: Although tragic, divorces can often result in multiple transactions. If you can handle the hurt, this is an incredible niche market. 

Sphere of Influence: You can post to Facebook all day, but how are you really connecting with people you already know? Try writing a handwritten note to someone who might be looking to sell soon, like a friend whose children just graduated. This keeps you top of mind and gives your potential client a taste of the quality of service you provide.