Ch 49 Business Development and Networking
Listed below are some of the most best ways to make customers more happy with the real estate agent's services being offered to the general public:
Ease of Availability and Quick Response Educate your clients Repetitive and Consistent Contact
listing presentation
should be so unique and individual that we hesitate to recommend software, but perhaps the best tool to combine several technological tools is a PowerPoint presentation shown on your laptop or tablet.
When using Twitter it is important to:
Customize your page using a logo and photo. Network locally to stay in line with providing "local expert" information for the consumer. Maximize the benefit of the consumer by automating some functions. Software such as Tweetdeck allows you to search for tweets which contain target keywords. Keep the consumer user in mind and do not try to manipulate. You are attempting to build a relationship.
It appears that mobile marketing may be the wave of the future. Please remember that:
A QR Code must point to a website, preferably a mobile website that crosses over iPad, iPhone, Blackberry and Android. If possible "brand" your QR codes to set them aside from the rest of the marketplace and give the person using the QR code a feeling of trust in you. Sometimes a QR code goes to a link rather than a website. This could mean the end of the paper flyers which disintegrate in snow, rain or other extreme weather conditions while in the brochure box suspended from the "For Sale" sign.
What is social networking?
A real estate professional can utilize various social media outlets to provide valuable services to their customers and clients. This is the basic concept whereby there is an effort to create content that attracts attention and encourages readers to share it with their social networks such as Facebook, Twitter, You Tube, Active Rain, etc. The goal is the creation of relationships and dissemination of information that satisfies a question or need.
Instant messaging (IM) is used for:
All of the above. In order to respond to the need for instant contact with a person, IM or instant messaging is now being used extensively. The parties with whom you wish to communicate must have the same set up. Instant Messages-talk to friends or associates online
How To Create a QR Code
An easy way is to Google "QR code generator" and there will be many, many vendors to choose from. If you plug in your URL you will instantly receive a code to use in marketing. Another source is to go to Clickbrix which can provide a solution specific to real estate. There is an organizational arm of the National Association of REALTORS called YPN (Young Professional Network) who firmly believe in the use of QR Codes.
County Assessor:
Any broker can enter their county assessor website and get a lot of very valuable information. The account history (includes legal description); the owner's name and mailing address; valuation history and current valuation information; tax history; picture of the floor plan/footprint etc. In addition, both Core Logic and The National Association of REALTORS are currently working on national databases that would include this same information for the entire nation. The NAR program comes under the name of RPR (REALTORS Property Resource) and will be no cost to the REALTOR.
Avoid "complaining" time
Do not spend your short and valuable time on social media constantly complaining and griping. The people who are listening do not care. If you have a family emergency or a family success they will enjoy the information and may even remember and check back for status.
Comparative Market Analysis:
Appraisal Dashboard--this is a web application that interfaces with live MLS Data (MLS authentication and access required) and provides a visual search interface. The data can be exported (if allowed by your local MLS rules) into various formats that can be used with the Uniform Residential Appraisal Report. This is a project of the National Association of REALTORS and is a member benefit and resource to a REALTOR. It was developed through the efforts of CRT (Center for REALTOR Technology). Many brokers use programs developed by their local MLS that automatically interface with the data available as a member of the Multiple Listing Service.
Discuss why texting has become such an integral part of a real estate professional office practice?
Approximately 82 million people are texting regularly. It can be very helpful for sending shorts questions or bits of information very rapidly. It allows for instant messaging from nearly any location at any time. It saves tremendous time and very nicely responds to consumer demand for instant response with vital information.
Here is the bottom line:
BE POSITIVE, HAVE FUN, BE UNIQUE, DO LIFESTYLE POSTS, AND SHARE GREAT RESOURCES.
QR codes may be used for:
Both B and C. A QR Code must point to a website, preferably a mobile website that crosses over iPad, iPhone, Blackberry and Android. In my marketplace several Brokers have QR codes on their "For Sale" signs as well as marketing flyers, news ads, etc. which take the consumer to an extended website for complete information regarding the listing along with virtual tours, disclosures, etc.
If you post regularly, make sure you are posting information that is:
Brief and has a specific purpose; Informative to your customer or client; and/or Provides a consistent resource for the type of information you're posting.
Social Media Wrap-up
Currently social media is not a replacement for more traditional forms of networking as some research has shown that very few people actually utilize their social media accounts to respond to professional advertisements or business entreaties. It may evolve, but as of this writing the reach of some of the social media networks is marginal compared to traditional media outlets. For instance, you may hear quite a lot about tweets on Twitter, but research shows that only very small percentage of people are active on that site. The consumer does not want to be "SOLD" nor constantly bombarded with sales pitches. Social media is best used to build relationships with current and future clients.
Here are a few examples of how QR codes can be used.
Example One: At a recent regional meeting for The National Association of REALTORS (NAR), attendees were sent an email with a bar code, which once scanned gave them entire "moment to moment" schedule of sessions for the four day event. They could then select which meetings they wanted to attend and set an alarm on their smartphone to alert them when a particular event was about to begin. Example Two: Several brokers in a particular area are using QR codes on their "For Sale" signs, as well as marketing flyers and news ads, which take the consumer to an extended website for complete information regarding the listing along with virtual tours, disclosures, etc. Example Three: There are brokers, as well as the executive officer of a neighboring association of REALTORS, who have QR codes on their business cards. These codes direct individuals to a website for extended information, contact information and other details. That contact information will be automatically added to the address book on the consumer's smartphone without the need to input any of the information.
This social media outlet has the largest population of people with an account:
Share your passion and uniqueness
If you love something—post a photo (skiing, hiking, rock climbing, sailing, etc.). Share your passions with others because it is a very important part of who you are.
Here are a few tips to construct a great virtual tour using some of the technology we have already discussed that will take a minimal amount of time and money to create a quality tour that you can be proud to promote on your listings and in your listing presentations:
Invest in a good digital camera. -6 megapixels or more You don't need a video camera Buy video making software.
First, here are a few guidelines when using social media:
Keep it professional Use professional social media accounts for professional purposes Post valuable information in brief Have a purpose
Do not send too many messages
Many who engage in social media do so to listen. They want to read between the lines to discover what kind of person the poster may be; do not clog up their network or they may block you to get rid of you. Building a relationship? We don't think so!
Eavesdrop with skill
One of the major reasons that people join in to social media is to listen to the conversation and make judgments without having to directly interface with the individual. They are listening!
Websites and blogs used by agents should include some or all of these details:
Quality Content-actionable advice Consistent Updates Easy to Find, Read & Navigate Sphere of Influence-"relationship profession" and real world
Social Networking
Social media networks like Facebook, Twitter, and LinkedIn provide individual users with their own profiles and the tools for them to interact with other users via updates, messaging, photographs, videos, links, games and interest groups.
Listed below are some of the main ways that real estate agents find the latest and most relevant home market trends that they can later share with prospects or current clients:
Speaking with homeowners Go online Title Insurance Companies Newspapers Planning & Zoning Departments & County Assessor's Office Appraisers
Agents might want to select a few different types of marketing or media strategies that they will implement after finding the best desired target audience. The marketing methods may include:
Telephone calls to people who aren't on national Do Not Call lists. Door knocking with flyers or postcards for the property owners. Email marketing campaigns with updated newsletters that include the latest home sale and price trends to people. Mailing four-color postcards to prospects on a monthly basis or over a fairly consistent time period for better name recognition and retention. Following up with the agent's sphere of influence (i.e., friends, family, co-workers, former schoolmates, and fellow club members) as a way to find new referrals. Developing a sophisticated online marketing presence by way of a unique website, agent's blog, and the creation of various business pages on social media (Facebook, LinkedIn, Google +, Pinterest, Instagram, YouTube, etc.).
Financial Qualification Software:
There are a number of programs currently available, but: BEWARE: SOME STATES PROHIBIT IN-DEPTH FINANCIAL COUNSELING WITHOUT BEING A LICENSED MORTGAGE LOAN ORIGINATOR. Be sure to check local regulation and statutes before engaging in those practices.
What role do virtual tours play in the presentation of property information to a consumer? How can they be used cost effectively?
Virtual tours come in many types. Some are nothing more than photo compilations set to music in a slideshow linked to the MLS listing and to the listing on the agent site. Others are full-scale productions with professional film crews, models and actors. Your market, local real estate professional competition, and the types of property you specialize in will dictate how far these productions need to go, or how basic they can be. The key thing to realize is that the virtual tour is now a true component of real estate marketing. Your customers and clients will expect one on most types of listing.
Ask and answer those questions that engage
When using social media the goal is to engage other people. Always answer questions that have been posed to you. Whenever there is a change to your marketplace poll the people and get their opinion.
Texting responds well to the consumer demand for instant information and is an unbelievable time saver:
You are showing property and do not have access information; text the listing broker. You are showing property and running late for an appointment; text the listing broker. You are showing property and the client/customer identifies a property; text the listing broker for the information. You have to change an appointment with a client; text the client to reschedule.
Some items you may want to include in your PowerPoint presentation:
Your photo and logo Charts and graphs for market data Photos and details of comparable properties Maps showing location of the properties Use the ability to interface with your MLS to show specific properties Your marketing plan Samples of your marketing materials Videos (if applicable) of yourself, the company Customer/client testimonials (perhaps by using a link) Any additional information that previously has been shown to be useful in your presentation
The 95/5 Rule
Your posts should always be 95% about helping others and information about what they have said and commenting on those issues. Only 5% should ever be about yourself or your needs.
ActiveRain
allows real estate professionals to create a customized profile. Much of the content of Active Rain is directed toward use of the blog. Blogs do not have to just be text, as video blogs (or vlogs) are becoming more and more popular. The attraction to the real estate professional is that the blog and Active Rain provide an excellent way to get your name to the consumer as a real estate expert. The "negative" consideration is that an ActiveRain profile requires a lot of attention to stay updated with accurate, fresh content which of importance to the consumer.
PowerPoint presentation
provides the consumer with color and sound and covers a very specific message in a short period of time. If a consumer has an objection or concern, a link to another screen can allow time to respond. Other links may take you to marketing pieces - such as virtual tours, newspaper ads, etc. - used to present the home in its finest.
QR Codes
are being hyped as the "next big thing" and there are endless possibilities for using this tech tool. You can connect the consumer to marketing, extended property information, company contact information, special programs, events, etc. are like a pricing barcode in a store that can be added to marketing materials, business cards, "For Sale" yard signs, flyers and brochures. The consumer can scan the QR code and snap a photo on their smartphone (assuming they have the appropriate app) and save. The message will be sent to the user's phone and transcribed. Here is a QR code we made for RealEstateExpress.com. If you have a smartphone with a QR scanning app loaded, you can scan it off of your computer screen to see how it works. way to "oomph" up your ad"
Mobile Communication -- Texting
current wave, as well as the wave of the future; approximately 100's of millions people regularly text. Texting can be very helpful for sending short questions or bits of information. It allows for instant messaging from any location (so long as there is signal response) rather than waiting for a written response to email or a verbal response by phone or voice mail.
(Youtube) Real estate professionals can find information on topics such as:
final walk-throughs selling in a slow market the effects of pools and hot tubs on property values the effect of remodels on value, and many more
Virtual Tours
some are nothing more than photo compilations set to music in a slideshow linked to the MLS listing and to the listing on the agent site. Others are full-scale productions with professional film crews, models and actors. Your market, local real estate professional competition, and the types of property you specialize in will dictate how far these productions need to go. The key thing to realize is that the virtual tour is now a ubiquitous component of real estate marketing and your customers and clients will expect one on most types of listings. Buyers will also look for the virtual tour and research shows that listings without them do not get as much notice.
The messages are designed for fewer than 140 characters when using:
A QR code is most effective when:
used to link to a website.
One of the best locations to upload video for distribution is:
youtube