A Realtor asked, “How can I increase my sales satisfactorily?” He then elaborated: “I have been dealing in the Real Estate business for 20 years. Three years ago I launched my Website, but I did not notice a big difference since then. How can I improve my sales?” Without knowing where he’s located or looking at his site, I’m assuming that all he has is a glorified online brochure – aka a stagnant website. That, by itself, is like having a billboard in the middle of the ocean. Sure a passing ship MAY see it, but it’ll be few and far between.
In this installment of Q&A with the Wiz, I answer his question. It’s a good lesson on how to do it right in today’s marketing world.
Here’s Q&A Realtor: How Do I Increase My Sales?
The Real Estate industry is highly competitive and very saturated. That is there are too many Realtors out there for the number of potential customers.
What makes him or her different from the other Realtors in their office or down the street? How do you stand out? What’s your passion?
People buy from whom they know and trust. Building trust and credibility online is more than just saying “I’ve been in the Real Estate business for 20 years.”
Today’s Inbound Marketing is like a 3-legged stool. You must have a website properly optimized for the search engine, along with fresh content in the form of a blog (at least weekly) and then you have to share your blog posts in the social media networks as well as actively participating and engaging with followers. You can’t have one without the other 2 and expect results.
The content, when shared on social media, will drive people to the website. It’s up to the website, with a clear call to action, to capture that lead. You’re converting a visitor into a lead – a warm lead! You need to give them something. Maybe a guide to living in your city. A free downloadable ebook that the visitor to your site, if interested, will give you their email address in return.
Once you have their email address, they’re put into a drip marketing automation system. They first get a thank you for downloading with a link to the ebook. Then in a day or two, you might send them an email asking them when they’re planning on moving and offer a free phone consultation. If they don’t respond in a few days, you may then send them a video of you in front of one of your listings. And so on….. Even having a monthly newsletter with excerpts from your blog as well as your current listings will keep you “top of mind”. And if they’re still interested, they may take action.
When I ask a Realtor, “Who’s your target market?” They almost always say, “Anyone who wants to buy or sell a house.” Then I “Say narrow that down.” Then they’ll say, “Hispanics” or “Snowbirds” or some other category. Narrow it down a little more. “Retirees living in Canada and the Northwest U.S. who want to move to Phoenix.” OK, now we have a target!
You have to write a blog post at least once a week. 2-3 times a week is optimal. Start with every frequently asked question you can think of that you’ve been asked in your career as a Realtor! Write about the neighborhoods, the arts and cultural events, things to do, etc. Show off your knowledge of the area. The idea is that you’re building that trust and credibility and you’re sharing information that your target market wants.
Use social media to not just connect with potential clients, but also referral sources. It’s not who you know it’s who your friends know. You’ll want to be on LinkedIn for professional connections, Facebook and Pinterest to reach the consumers, Google+ and Twitter for exposure.
It will take a lot of time and effort, but if you diligently blog 2-3 times a week and spend a few minutes a day on social media (once you have a social media following built), you should start seeing results in 2-3 months. Figure it’s going to take about 90 minutes a day for the first 30 days to build a following on the social networks, if you’re starting from scratch — beside blogging 3 times a week. And if you’ve never blogged, the more content you put out there, the faster Google will take notice.
Increasing sales, though it’s the bottom line of what you want, is the end goal. Set a monetary goal for the year. Break it down in to monthly goals starting modestly in the beginning then increasing as you get better at marketing.