How to Make Living in Real Estate

Why & How to Follow Up with your Clients

183:744320017 (Kerry Keith) — Tue, 22 Sep 2020 03:01:05 GMT

Leads are key to a real estate agent’s business, but if there’s no follow-up then a lead is nothing more than that, a lead that was never nurtured and didn’t result in more business. What’s that saying, “it’s easier to keep a client than to get a new one?” So, what are the steps needed to follow-up with clients to make sure an agent has the competitive advantage when the client or lead is ready to buy or sell?

The first step is having a Customer Relations Management (CRM) system, which allows an agent to manage and keep in contact with existing clients, past clients, and prospective leads. If leads are coming in from all sources such as a website, online, social media, referrals, and a farm, it’s nearly impossible to keep up, keep track, and follow-up with them on a consistent basis without a CRM. It’s a place where an agent can reconnect with former clients, stay in touch with customers and leads, and manage a calendar. An agent can store notes, keep track of their current pipeline, prioritize leads, analyze business on how the follow-up is performing, and where the follow-up campaigns can be personalized. It’s vital in developing relationships and earning repeat business.

Now that a system’s in place, how does an agent get started? When an agent takes a listing, meets buyers for the first time, or gets a lead or a referral, they should automatically input the contact information into their CRM with a plan for follow up. This should include home anniversary dates, birthdays, and any important details. All clients should be included in the CRM no matter how long it’s been since the agent sold them the property or made contact with them. A CRM can also be linked to a website, social media pages, and even email marketing programs.

On average, consumers use email six hours a day, often checking up to thirty times in one day. An email drip campaign is one of the easiest, cost effective, and valuable ways to reach clients and leads on a continuous basis. Once the campaigns are set up, they’ll automatically be sent to clients. When using email, it’s best to use an email marketing program to eliminate spam. The most important thing to think about when creating an email drip campaign is to make sure the content offers value to maximize the amount of views and clicks. Separate lists help target the audience to make the email campaigns even more personalized whether by area or by the urgency on when the lead’s going to buy or sell.

While email and online are more popular today, direct mail is still a beneficial way to stay in touch with clients and leads, and to provide value with a focused message. Newsletters with market updates, postcards, and personalized letters work well for direct mail campaigns. It’s a great idea to use a separate email address or a unique URL on a website when using direct mail to be able to track the Return on Investment (ROI) from the campaigns. Just like email programs, there are dozens of companies that offer automated direct mail campaigns.

Here are some ideas on how to utilize drip campaigns whether using email or direct mail.

· Thank you card after a sale or market analysis

· Market updates - just listed and just sold

· Newsletters and market reports - whether email or print

· Holiday and seasonal cards

· Yearly calendars

· Home anniversaries

· Surveys and quiz’s

· Phone calls – use scripts if need help on the phone

· Video updates – whether through email or social media

· Personal handwritten cards or letters

· Buyer & seller gifts or gift cards

Another great tool that real estate agents have for follow-up are listing alerts using an auto email through the local MLS. When a buyer is looking for a certain area and criteria, it’s very simple to set up a search with an auto email where the prospective buyer receives an email with any listings that meet their criteria. These can be sent as soon as the listing is active on the MLS, once a day, or it can be customized. The MLS allows the agent to keep track of when the buyer visits the portal, what listings were sent to them, and even allows the buyer to favorite properties. Once the email is on auto saved, it will automatically send new listings to the buyer unless they unsubscribe to the email. Social media is another important avenue to stay in contact with clients and leads. Inviting them to like the agent’s real estate page so that content like market updates, local news and events, and fun and interactive images can be posted to the page. This will create engagement and where an agent can interact with their followers daily.

Remember for the initial contact, follow up with a phone call within five minutes or sooner is highly recommended. Making an appointment is the ultimate goal, therefore it may take several contacts to get an appointment whether it by call, text, or email. If after a week or two and an appointment has not been set, then it’s time to add the lead to a drip campaign. Don’t forget to set aside time to work on your CRM, email and direct mail drip campaigns, MLS auto searches, and social media marketing. Make sure the follow-up is fun, entertaining, & unique in some of the campaigns used. An effective follow-up plan will guide an agent in nurturing their contacts, remind their clients that they’re still in the real estate business, and the easiest way to turn clients into future business.

How to Organize your Real Estate Business

Mon, 14 Sep 2020 00:00:00 GMT

This year real estate agents have had extra time to get their businesses organized. Being organized allows agents to become more efficient, save time, and have the ability to access information easier and quicker. This provides agents to be more productive which leads to more income.

Paperwork used to dictate an agent’s work life, but with cloud base document storage, CRM’s, and a plethora of apps, there’s almost no need to keep paper files anymore. Under California Business & Professions Code §10148, “A licensed real estate broker shall retain for three years copies of all listings, deposit receipts, canceled checks, trust records, and other documents executed by him or her or obtained by him or her in connection with any transactions for which a real estate broker license is required.” This law also includes emails. Remember, a buyer has three to four years, from the date of discovery to bring an action against a seller and real estate agents, for an undisclosed defect or some other contract breach. So, it’s highly recommended to keep records of all documents.

An efficient method of keeping these records is to scan files before destroying the hard copies. If you don’t have a scanner or a printer with a scan function, apps like Genius Scan digitizes documents right from your phone. It will convert the image into a PDF file to share or store. Ask escrow companies to email opening packages and documents instead of mailing them to be able to save them on your computer. If possible, have all documents and disclosures emailed, scanned, or signed digitally. Places like Docusign and Ziplogix Digital Ink allows you to save documents to your computer or to your cloud base filing systems. DocuSign’s platform coordinates directly with business tools such as Dropbox and Google Drive that can also reduce the amount of paper files needed. Even though the files are saved and stored, it’s important to organize your files on these platforms by updating your files, deleting old ones, and clearing out the drive to free up space.

Computers often crash, and if you don’t use a cloud base storage or management system, then make sure all digital files are backed up on an external hard drive. Filing systems whether you use paper or electronic, should be organized by utilizing folders such as Active, Closed, Pending, and Off Market then sub folders with property addresses or a client’s name. Organizing your photos is just as important as organizing your files. These can be organized by utilizing folders like Current Listings, Sold, Off Market, and Leads and then sub folders with the property address. Make sure your photos are backed up a cloud service or an external driver as well. Once your files are backed up, it’s time to shred those files.

Getting all your real estate contacts in order is a crucial step toward staying organized. Using a Customer Relations Management System (CRM) helps manage and organize clients, listings, escrows, and leads all in one place. It’s recommended to clean out your CRM on a quarterly basis to delete duplicates, add new contacts, and provide any updates. Make a point to contact all clients with a phone call, email, or direct mail. This will provide the chance to update mailing addresses, delete incorrect emails or phone numbers, and delete any contacts that are no longer reachable.

Transaction Management software such as Dotloop, is an online workspace that provides a way to keep documents and files organized. Dotloop allows an agent and an assistant or TC to edit, sign, and share documents without ever needing to print, fax or email. Dootloop can also be synced with Dropbox and Google Drive to keep files all in one place. It’s often been said that time is money, and utilizing a calendar and task management system permits an agent to maximize their time. Systems such as Calendy, Trello, Asana, or those already integrated in a CRM, provide tools to keep track of everything that is going on in your real estate business.

Cleaning out your email is often more frightening than organizing your folders. Unroll.me will scan your email and locate all newsletters that you’re receiving and unsubscribe you from the ones you don’t want. It’s helpful to create folders in your email either by a particular year or month or by a command like print or respond, then create sub folders using tags such as a property addresses or client’s names. If you’ve got thousands of email s and the task seems too daunting, then start by tackling new email s as they come in and immediately sort them into a folder, or delete them. Don’t forget to empty your deleted, spam, and drafts folders to free up space. There are services called email extensions such as Folio, Steak CRM, Hiver, or Drag, that help manage and organize emails allowing more free time to work on other aspects of your real estate business.

Leads are the heart of any Realtors business and keeping track of them is essential. The most important thing is to have a single capture device where you store everything, and where you can easily find the information. Evernote makes jotting down information easy and the app creates folders, which is great for filing active listings and leads. Utilizing a CRM with a mobile app is also a simple way to add a prospect’s information. Even a notebook works to record a contact’s information, just as long as the information is transferred into a CRM, spreadsheet, or an email marketing contact list.

Here are other ways to get your real estate business organized:

· Update all marketing materials in your buyer and seller packets.

· Have 5 - 10 buyer & seller packets assembled and ready to use.

· Update email signature on your computer and on your mobile device.

· Update social media covers for your business page.

· Update website with any changes.

· Clean out your inbox on your desk.

· Print more brochures for your listings and add to your brochure boxes on your for-sale signs, if applicable.

· Update white boards in your office.

· Make sure to have extra supplies including printer paper & ink & postage stamps.

· Toss or recycle signs, business cards, or marketing material from old companies or with outdated information.

· If your license expires this year, sign up to take online classes and renew your license.

There’s always something to do to keep your real estate business organized. When business is slow, it’s easy to find the time to tackle these tasks, when work gets busy, these items often get overlooked. Blocking time for organization allows you to budget your time effectively and efficiently so that you can get back to bringing in new business and closing deals.

Should You Hire a Real Estate Coach?

Mon, 07 Sep 2020 00:00:00 GMT

Whether brand new to the business or a season veteran, a real estate coach can help any agent work through times when they feel burnt out or have lost focus. They can inspire, support, and mentor you to grow your business when the market is booming and the competition is fierce, or when it’s slow and you’re struggling to stay committed and motivated. A coach will offer consultation if you’re unsure of what direction to take or how to get your business to the next level. They help agents set goals, put plans in place, prospect and convert leads, manage and organize their time and database, and get themselves in a mindset to dominate their market. A real estate coach can look at an agent’s business from the outside and provide consultation on what steps you need to take to raise your production and become more efficient.

One of the main reasons a real estate agent might hire a real estate couch is to have someone that will hold them accountable. Working independently whether on your own, in a small office, or a big franchise can be difficult for you to stay on task and use your time effectively so that it will produce income. It doesn’t matter if your goals are small like one to two sales a month, or more aggressive such as ten to twenty sales a month, or if you want to build a team to reach fifty to one hundred sales a month. A coach will guide you and provide helpful tools to stay on task so that you can achieve any goal. When you have to check in once a day, once a week, or on a month basis, you’ll more likely have completed the tasks that was suggested by your coach. A coach will not only expect it if you’re going to work with a coach who really cares and wants to see you succeed.

Staying motivated is another huge reason to hire a real estate coach. Agents who are ready to move to a new plateau may need guidance to stay on task to reach their goal while others may experience a time when sales are slow. It can be frustrating to go to work every day without a steady income and an agent might feel they are doing something wrong and want to quit. Like any other independent contractor position, it’s important as a real estate agent to be self-motivated, to want to do the tasks every day that will increase your business even when it’s tough or slow. A coach will provide ways to stay motivated during the slow times and give you advice on how to manage your business when things are very busy. There’s nothing better than having someone in your corner to keep you positive and engaged in your business no matter what it happening in your market.

Some of the best real estate coaches are the ones who have actually sold real estate before, especially if they were successful and have a proven track record. There’s nothing better than learning the business from someone who has first-hand knowledge and has been in the trenches so they know what it takes to stay motivated, engaged, and build a successful real estate business. It’s also a chance to soak up their wealth of knowledge and what systems they used that helped them achieve a certain level of success. They will also be able to recognize your strengths and weaknesses and how to build on them or figure what needs to be changed.

Hiring a real estate coach can be tricky to find the right fit and to get the best return on your investment. There are many different types of coaching; one-on-one coaching, group coaching, mastermind groups, audio or video trainings, seminars, or a combination of these. There are big coaching programs where there is usually one main person who speaks at the seminars and runs the organization, but you’ll actually be coached by someone who works for that company and be plugged into their system like The Mike Ferry Organization, Tom Ferry Coaching (Mike’s son), Buffini & Company, or Craig Proctor. These coaching programs range from $239 to $997 a month. There are also coaches who may be a bit smaller but have received lots of praise and notoriety for their abilities like Julie Youngblood, Learn with Lee, or Tim and Julie Harris Real Estate Coaching that can be more personalized. These start at $100 a month and go up from there. There are also coaches who work individually with a real estate agent and their coaching is specialize to each specific agent. No matter which route you chose, they all have their specialties and it’s best to do your research and really know what you need and what you want to get back from hiring a real estate coach.

Some coaching programs offer a lot of hype and hoopla to motivate the agent and make them feel good while others provide specific ways to build on the skills needed to have longevity in the business. There are some that introduce new technology or techniques so the agent can leverage their business. Then there are some that will walk the agent through the entire sales process, teach them how to make a sale and close the deal, and lead generation. Some specialize in getting referrals by staying connected and nurturing your sphere of influence while others focus on utilizing technology like social media, websites, and online to create more business. Some teach you how to build a strong brand through marketing. Every agent needs to do their own due diligence to find the right coach for their needs. What works for a friend in the office may not be the right fit for you.

When interviewing or hiring a coach, make sure to be very transparent about your business, your strengths and weaknesses, your goals, and what you want from your coach so that they know and understand the whole picture and know if they can help you. To get the most out of a real estate coach, you must be open to feedback and make changes, and more importantly be willing to put in the work to want to increase your sales and take your business to the next level. Every agent will experience a time when their business has either hit a plateau, has an issue that needs to be addressed, or things are not going in the direction they desire, a real estate coach will offer the training and guidance to address any issues and will help you achieve the success you desire.

Video Marketing for Realtors

Mon, 31 Aug 2020 00:00:00 GMT

Videos are an effective way to capture attention, promote brand awareness, and increase conversions. For the most part, creating and posting videos are free so there’s no need for expensive equipment. All that’s really needed is a smart phone and an agent can start creating videos today. Videos can be created on a smart phone with easy-to-use apps, directly on Instagram through Insta-stories, directly to an agent’s listings on Zillow, or using live streaming through Facebook or YouTube. YouTube is the second largest search engine after Google with 1.9 billion users worldwide in 80 different languages, which means 79% of internet users have a YouTube account and watch one billion hours of video per day.

So how does all of this relate to utilizing video for real estate agents? It’s reported that 90% of homebuyers start their search online, 70% of buyers use video to tour the inside of homes, and 86% use video to search communities. It’s also noted that 85% of sellers want to work with an agent that utilizes video to promote their listings. Below are some ways to use video to connect with followers, past clients, local community members, and prospective buyers and sellers.

· A virtual tour of a new listing or an open house lets buyers see the features and floorplan of the home and get a feel of the property. A highlight reel of all the agent’s listings provides a quick snapshot to promote the listings to buyers and shows sellers how the agent’s listings are marketed with video.

· Aerial views or a neighborhood tour of a community offers insight to the area. Video also allows the chance to highlight amenities in the communities that an agent specializes in to promote more interest.

· Creating videos on how to overcome objections that buyers and sellers may have or answer common questions could provide ideas and tools on how to purchase or sell a home.

· Videos with market updates can offer a recap of the community’s listings and sales for the week or month, and could even be filmed at different locations within the community.

· Reviews or testimonials, whether done with a snapshot or with one testimonial, can be performed as an interview style or a client telling their story.

· Introductory videos to a website, social media page, or on a Zillow account are an effective way to introduce an agent’s real estate business.

· Just sold videos can be used to promote a recent sale and can be filmed at the property’s location, if possible, and taken with or without the client.

· For managers, brokers or team leaders, videos are an essential tool in announcing new agents or team members or highlighting a team or an agent’s success or achievement.

Creating a YouTube channel is one of the first steps to promoting an agent’s videos. To get started, sign up for a Google account or sign-in using an existing one. Go to YouTube.com and create a channel. The channel should be customized with a name, logo, cover photo, description, tags, and links to social media accounts. Once videos are posted on the YouTube channel, it will make it easier to upload them to websites, email marketing programs, or social media accounts since most are compatible with YouTube. It’s reported that emails with video gets double the click through rates and deceases opts-out by 75% than those without so make sure to include video in any email campaigns. Also make sure to add a call-to-action, whether that’s a link to a website or a social media page, at the end of any video and within the description of the video to increase the conversion rate.

Adding video to Zillow listings is key in obtaining more views of a listing and it also demonstrates to sellers how an agent markets their listings. Premiere members of Zillow always have the option to add videos to their listings. For all others, videos can simply be added through the Zillow app. Once logged onto the agent’s listing page, scroll to a listing and tap on Add Video. This is where a two-minute video can be added. The video can be stopped then started again to show different rooms in the home or different areas or views of the property, and then the videos will be linked together. Once completed, an email will be sent to the agent to confirm the video before it’s available for others to view.

Apps make it painless to create, edit, and post videos using a smart phone. Clips is a favorite for iPhone uses. It’s a free app where a video is shot directly on the app and videos can be linked together and music can be added. It’s reported that 85% of videos on Facebook are viewed without the sound, which makes transcriptions imperative. Clips automatically transcribes the video where the agent can easily make changes as needed. The video can either be saved on the phone or uploaded directly to a social media page. Hyperlapse is a free app created by Instagram that reduces camera shake in videos and allows users to record up to 45 minutes of video that can then be used to accelerate the footage. The free iMovie app is excellent for creating and editing videos on the iPhone. Vizmato is an app for Androids and iPhones that allows users to record HD video with live special effects.

Live with Facebook, Instagram, or YouTube is another opportunity to reach followers, a particular target audience, or area. Announcing the broadcast via a social media post or an email before the Live broadcast allows the agent to reach a broader audience. It helps to have a plan for the broadcast by using a five-part system. Start with the title or hook of the message, a story that relates to the message, three teaching points to deepen the message, a call-to-action, and a summary of the Live broadcast. It’s perfectly acceptable and often encouraged to say hello to those who have joined the broadcast and answer questions during the broadcast. It’s also recommended to go Live for at least 10 minutes to give more people a chance to discover and join the conversation. Going Live can help an agent interact with followers in real time, answer questions, and show their audience their authenticity.

Keep videos on social media short; the ideal length recommended for Facebook it’s 60 to 120 seconds, Instagram it’s 30 seconds, Twitter is 45 seconds, and YouTube is are 2 minutes. Each video needs to provide value. Make sure to be consistent with how often and when videos are posted and be engaging by being authentic. The more video is used, the easier it’ll be to master the art, and build a real estate brand and business.

How to Become a Local Real Estate Expert

Mon, 24 Aug 2020 00:00:00 GMT

Whether new to real estate or a town or a seasoned pro, every real estate agent can benefit in becoming a local real estate expert. Start by choosing a community, subdivision, a condo complex, or a specific area to focus on. It’s helpful to chose an area where the agent lives or knows very well, but it’s not necessary. Being a local expert means the agent is knowledgeable about the local real estate market, knows the businesses in town, participates and shares community events, and builds relationships in that community. Being an expert allows an agent to get referrals from a variety of local places and people. The first and most important tool is to know the real estate market specific to that community. It’s great to know the city or town, but to really be an expert, an agent must know off hand how many sales in the past month, quarter, and year, the average sales price, the average price per square foot, how many days on average does it take to sell a home in that area, how many homes are pending or under contract, how many listings are currently on the market, and the average list price. It’s also helpful to know highs and lows for each category. It’s called an elevator pitch for Realtors so when someone asks, “how’s the real estate market,” it’ll be easy to respond with facts and confidence. Here are a dozen or so ways to help an agent become a local expert.

· NEWSLETTERS: Once and agents knows the real estate stats, utilize a newsletter whether monthly, quarterly, or yearly to inform sellers of this information, the more specific and detailed the better. All homeowners love to know what’s selling in their neighborhood, especially if it’s similar to their home, even if they’re not selling for years. Newsletters can be sent via mail, email blast, inserted into a local newspaper or magazine, or posted on a website or a social media page.

· WEBSITE: A community page should be included on an agent’s website that offers a calendar or events page and a photo gallery or videos of the community for buyers to see the community, the amenities, and why they should live in this particular neighborhood. Drone tours are popular and help buyers get a birds-eye view of the community and how it’s laid out. Add a school page with rankings, any recognitions, and links to their pages. Many parents chose an area because of the schools, and knowing the rankings, the the school calendar, and being able to access more information is key. Include public, private, charter, and religious schools. Keep the website up-to-date and allow sellers to obtain a market analysis on their home and for buyers to access the MLS to find out what’s available for sale.

· BLOG: A blog, whether on its own or linked to a website, is an excellent vehicle to show the agent’s expertise and to hear the agent’s own voice about the neighborhood.

· EMAIL: Besides newsletters, a calendar of events is a popular email because people like to know what’s going on in their community, especially when the information is all in one place. Having something of value is what gets people to open the email and more importantly, get click-through and people to engage in the content.

· MAILERS: Yes, they still work. Whether these are sent as a flyer or a postcard, they are effective to keep sellers in the community informed and to remind them the agent is a local expert. Besides newsletters, the agent can send just sold, just listed, or open house postcards, a calendar of events, market updates, special events, holiday specific, recipes, or include a magnet or giveaway in the mailing. Monthly mailings seem to be the most effective way to stay current and in front of sellers.

· ADVERTISING: Take advantage of any places that allow an agent to advertise locally whether on traditional or digital billboards, bus benches, magazines, newspapers, or online with target marketing so that the ads are only seen by users within a specific area or zip code.

· SPONSORSHIP: There’s never a shortage of places, teams, or events looking for sponsorships. Sponsor a local team, adopt a road or highway, pet adoptions, car washes, youth scholarships, sports tournaments, races, a business opening, clean-up days, or seasonal events. Most places will include the agent’s information on a banner, t-shirt, or program or the agent may get a plaque that can be hung in the office or at the agent’s desk. Don’t forget to post on social media about it.

· SOCIAL MEDIA: Follow, tag, and join all social media groups that are specific to a town or community. Stay engaged on these boards with likes, comments, and shares, but it’s best to not post, comment, or engage in anything that’s negative or leave negative comments. Instead, start a neighborhood page that is informative, constructive, and positive. Always use hashtags before the city, town, or community name for every post so that it can easily be found. It’s also helpful and easy to share events, news, or any information about the community that’s already been posted.

· CHAMBER: The chamber is a great resource for agents where they can join, attend meetings, participate in events, and become a sponsor for their events. Most of the time those who are arranging or participating in chamber events are local to the community.

· MEETINGS: Attend local city, HOA, school board, or county meetings. It’s vital to know any changes that are happening in the community and how they affect the local real estate market and don’t forget to post the information on a website, blog, social media page, or newsletter. These meetings can be attended online as well.

· JOIN: Most communities or cities have clubs and teams for a specific interest or sport. This is one of the best and usually the most enjoyable way to meet people in the community, build relationships, and do something of similar interest.

· VOLUNTEER: Communities are always looking for people to help. Try a local school, church, senior center, youth group, animal shelter, or a hospital on ways to give back. It speaks volumes when an agent gives back to the community that has embraced them and their business.

· CLASSES: Host classes for the community that can be about the home buying or selling process like qualifying for a loan, different loan or incentive programs, renting vs buying, tips to get their home ready to sell, or it can be anything the agent is knowledgeable or passionate about. These classes can also be done online via Zoom.

· REVIEWS: Getting reviews from local client’s is useful for others in that community to start building trust. Post these reviews on a website, social media platform, and print them to have in pre-listing/seller and buyer packets.

· BUILDERS: If the area or community has new construction, develop a relationship with local builders and share their progress, especially if they offer co-op broker commission if the agent brings in a buyer once the homes are complete.

· INTERVIEW: Interview local businesses to show the community what businesses are available, what they offer or sell, and to get a chance to develop relationships with business owners. The interviews can be done with video or even live on a website, blog, or social media page. No matter where or how the interviews are accomplished, share it to the other platforms. Interviews can also be done over the phone, email, or online via Zoom.

· EVENTS: (when they are back) Attend, participate, take photos or videos, or go live from as many local events, festivals, and parades as possible. Become a vendor if the event allows, to meet people in the community and to giveaway branded items.

Becoming a local real estate expert is the perfect way to build trust and relationships within a community and start getting leads and referrals.

Where & How to Get Leads Part #3

Mon, 17 Aug 2020 00:00:00 GMT

A website is more than a place prospective buyers and sellers can go to look through your information, these days your website needs to capture leads and provide information in a quick, easy, and effective way. Even if you’re with a brokerage that offers you a website, it’s important to create a web presence with your own unique website. This will allow you to build a personal brand, showcase your specialties, and share reviews. It also ensures you have a cohesive presence in the local market, even if you switch brokerages.

Every real estate website must have a strong and user-friendly IDX where buyers can browse properties. You want your IDX to be mobile optimized, have fast load times, offer high return and conversion rates, editable pages, and be search engine friendly. Buyers want to see photos, tours, maps, details, and options to search specifically by area, price, size, features, and even school districts. Buyers also want to be able to save their favorite properties in one place and by having a forced registration where the prospective buyer will have to sign in to use the search page, those prospects will become actual leads.

A home valuation tool that will capture seller leads to generate listings is also essential on any real estate website. Consumers are drawn to the question, what’s my home worth? and now you’ll be able to offer the answer on your own website. Users will be able to submit their address to find out what their home is worth and are then prompted to sign up to view the actual valuation. Most home valuation widgets offer features like if the user abandons the process before completing the sign-up, the address is still captured as an address-only lead, monthly market reports that are automatically saved and sent to the user based on the address they entered, when any information is given you will receive a notification, and the widget can even be embedded in every property and market report page to entice site users to evaluate what their home is worth. Why pay other sites for seller leads when you can get them from your own website?

It’s reported that 72% of consumers trust online reviews just as much as a personal recommendation. Reviews are key to any agent’s business and some buyers and sellers won’t work with an agent who doesn’t have a review. While most agents get their reviews from various platforms such as Zillow, Realtor.com, Yelp, or Facebook, it’s best to gather all of these reviews and add them to your own website. Don’t forget to share the link to your review page on your social media pages and if you have a 5-star rating from Zillow, you can add the image to your email signature. Don’t ever be afraid to be boast a good review.

Websites are full of information and it’s important to be the local specialist by providing valuable information on schools, community events, and the latest news in the community by way of website pages and a blog. Many find a blog a great tool for generating traffic from social and search engines. A blog can also be a great platform for publishing general real estate articles and using a site like Zapier.com, you can set up automatic posting from your blog to your social channels.

According to a HubSpot survey , companies with 30+ landing pages on their website generated 7 times more leads than companies with 1 to 5 landing pages. A landing page is not the same as a home or welcome page. Your main website page serves a general purpose, while your real estate landing pages have a focused objective that will directly impact and influence the success of your real estate website. There are essentially two types of landing pages; a single objective such as filling out a form and capturing their prospects information through that form. This kind of form will provide you with the opportunity for your visitors to convert to a lead. Whether they enter an email address to subscribe to your newsletter or blog, or offer their contact information for a drawing you’re offering. A secondary type of landing page is a click through page that helps to persuade the visitor to click through to visit another page. The goal of this type of page is to introduce the visitor to your services that should contain images and information to help persuade them to conduct business with you so they will eventually provide their contact information.

A live chat widget on your website is another opportunity to capture leads. It allows you to have real-time conversations, answer questions, and interact with prospective buyers and sellers, which is key to gaining their business. The best way to generate leads through live chat is to audit your website to see which pages and where your visitors spend most of their time. You can install a live chat tool on the pages where customers need the most assistance or information or where you have the most visitors. Live chat allows prospects to ask questions and ultimately, it helps build trust. No matter which software you use, remember you’ll need to make sure you’ll be able to monitor the live chat or have someone be available to answer the queries when they come in.

A few last tips to optimize your site is to make it easy for buyers and sellers to find you by having your contact information in the header, side columns, and footer if possible, make sure your website and pages are fast loading and up-to-date, there’s lots of professional photos and videos that represent your market, there are links to all your social media pages, it’s mobile friendly, it’s simple to navigate, and that it’s updated regularly with new and fresh content to keep users engaged. Leads are only as good as your follow-up efforts so make sure to contact any lead immediately and add them to your customer relations management system so that you can offer them valuable content on a continuous basis.

Where & How to Get Leads Part #2

Mon, 10 Aug 2020 00:00:00 GMT

A great source for seller leads is to target for sale by owner (FSBO) or expired listings. It’s reported that only 3% of owners sell their home on their own within the desired time, and just 18% received their desired sales price. When a listing expires, 37% will relist with a new agent within 30 days and another 35% will relist within 90 days. The beauty of FSBO’s and expired leads are that you’re reaching sellers who are ready to sell and you will already know the price and condition of the home, which means you can react to the owner’s concerns and issues on why it didn’t sell.

Most owners who are trying to sell their property on their own will put an ad in the paper or list it on websites such as; forsalebyowner.com, homelister.com, fsbo.com, owners.com, 4salebyowner.com, and even Zillow.com lists homes for sale by owner. Expired listings can easily be pulled from the MLS when the listing expires or cancels, but you have to work for them to actually become expired leads. If you farm a specific area, driving the streets to locate any for sale by owner signs is another way to get leads for free. Your local title rep can provide access to their system to look up addresses and obtain names and mailing addresses for the owners of the FSBO and expired leads. To access email addresses or phone numbers, you’ll have to purchase a subscription like the companies below who can provide that information.

Agents who want to get the most listings from FSBO and expired leads can utilize an online company to prospect. REDX finds FSBO leads by scouring hundreds of newspapers and websites along with obtaining contact information. They offer expired leads with accurate landline and cell numbers for new and past expired listings, auto dialing with the Storm Dialer that connects you with leads who are ready to talk and will leave voicemails for those who are not available, GeoLeads that target a specific area, pre-foreclosure leads that target owners who may have to sell their home, and even for rent leads on homes that have not rented yet. They have scripts, easy-to-use interface, and follow-up tools with reminders to keep the leads active. They claim to offer fresh leads every day and provide the lead 12 to 24 hours before any other service. At theredx.com, subscriptions start at $39.99 a month that includes two areas.

Like REDX, Land Voice provides FSBO, expired, and pre-foreclosure leads plus Neighborhood Search and Call Capture, which are similar to GeoLeads and Storm Dialer. Something different they provide are old expired leads, which are properties that expired 90+ days ago. Their plans start as low as $40 per month for FSBO leads for two counties or a combined plan starting at $79 a month that include FSBO and expired leads plus the lead management tools at landvoice.com. Vulcan7 is another company that provide FSBO and expired leads, neighborhood searches, and direct dialers. Something different they offer are the ability to utilize video emails to send directly to your clients and probate leads by county, which are collected each month at the courthouse and include property, executor, and attorney on record information. Check out Vulcan7.com for pricing.

Whether you find FSBO and expired leads on your own or through a company, the most important thing is to respond to all leads as quickly as possible, to have a plan or script when you contact them, and have a follow-up system. Cold calling is the best way to contact a lead and some real estate agents believe that reaching out right away can yield the best rewards, while others say that waiting until the listing has ripened has a greater outcome. If you manage to be the first person to call on a FSBO lead, you will get the opportunity to be the first one to pitch them on the same basic information that every other agent will provide. However, the lead may be reluctant to listen when they first list their home as a for sale by owner or if their home just expired. Before you contact the owner, here are some questions to answer.

What was the last list price and were there any price reductions?
Is the price accurate to local market sales?
How long was the home on the market?
Are the photos professional or amateur and did they offer drone photos or video tours?
Was there enough information in their description?
How and where was the home presented online?

You’ll find that homeowners have similar objections and concerns, and using a script allows you to have formulated answers rather than speaking off the cuff. There’ll be times that you go off script, but having an outline of what you’ll present and say can offer the best of your expertise. It’s reported that the best time to call is usually after working hours on a Monday because h omeowners will often have poorly attended open houses or showings the previous weekend, and if there are no offers, they may be ready to chat, however what time works best for you and a time that you will stick to is the best time.

Other ways to reach expired listings are to drop off packets to the home the day the listing expired if you are comfortable with doing that during COVID. The packet can include a market update, how you advertise and market your listings, a letter personal to the homeowner, and maybe a giveaway or two. Make sure the community the property is located in allows soliciting and leave on or by the front door, and not the mailbox. If cold calling is not your strongest skill then try reaching out to pre-foreclosures, old expired listings, or probates where you can utilize direct mailing that still has a 43% response rate or email marketing that has an average of 27.16% open rate and a 3% click-through rate.

Following up on all leads is the secret to more listings. Once you’ve contacted your lead, don’t wait for the phone to ring, add the lead to your email marketing list to keep them current on what you’re doing to sell your other listings so when you call again, you’re in a better position for the owner to listen. Be sure to watch their listing and note changes to price or local sales so that your follow-up conversations can reflect your knowledge. For FSBO’s, share a blog post or stats about why working with an agent is beneficial to the seller, and ask if they’d be interested in learning more.

FSBO and expired leads are some of the warmest leads you can work and in order to nurture them effectively, you need a detailed contact list as well as the right strategy. That includes researching the listing, cold calling, using scripts, contacting them through direct mail and email, and following up. Prospecting is a numbers game and the more sellers you reach, the more listings you’ll get. Leads are the lifeblood of the real-estate industry and no matter where and how you get them, here are some things you must have to get started, and to keep going.

· Set goals and work backwards by how many listings you want to achieve so you’ll know how many appointments you need to determine how many calls or contacts you’ll have to make.

· Schedule specific times and days that you’ll devote to just prospecting.

· Practice is key to getting better and feeling more comfortable when cold calling.

· Create a follow-up system and be consistent.

· Stay committed to your goals and never give up.

Where & How to Get Leads Part #1

Mon, 03 Aug 2020 00:00:00 GMT

Whether you get leads from farming, referrals, open houses, or buy leads; leads are what generates your real estate business and keeps it going. There are dozens of ways to get leads and every agent wants to know where and how to get them and how much money to spend to get the best return on their investment. Let’s explore what you need to do for your business to generate the most leads so that you can start your year off in the right direction, and by springtime, you’ll have all the tools in place to have a successful year.

Farming is your bread and butter, it’s where you plant the seed and reap the benefits as it continues to grow year after year. To summarize farming, locate a neighborhood, condo complex, or area that has a turnover rate of at least 6%, and start marketing that farm. Door knock with door hangers, mail something at least once a month (postcards, newsletters, or market updates), target the area with your Facebook ads, call on expired or for sale by owner (FSBO) listings in that area, and don’t forget to cold call. Farming is a necessity to an agent’s real estate business and without it, you’ll always be chasing leads instead of the leads coming to you. There’s nothing better then getting a call from a seller who received a postcard or saw your ad online and wants a market analysis on their home. Farming works.

If you are part of an office that has a retail space then take advantage of floor time. If’s there’s a schedule, make sure you sign up. If not, ask your owner or manager if you can conduct floor time, preferably on the weekend, where you’ll be answer incoming calls and meet prospects that come in the door. Make sure you put out signs and flags letting the public know you are open and that an agent is on duty. Post on social media that your office is open, especially if it’s not usually open at that time. Have the MLS available so if a prospective buyer or seller calls or comes in, you’ll be able to access the information immediately. Know how to work the phones if you’ll be transferring calls to other agents, make sure your car is cleaned out and you have enough gas in case someone wants to look at property, have buyer and seller packets ready, and have business cards and any giveaways on hand. Floor time is free and the lead comes to you, what could be easier?

While open houses are not on the top priority for real estate agents due to the COVID pandemic, the number one reason to hold an open house whether for your listings or another agent’s listing, is to get leads. Remember when doing an open house to make sure it’s listed in the MLS so that it can be listed on all real estate sites that pull from the MLS, be sure to post the open house on social media using video or live stream on Facebook, and put out as many signs or flags the community will allow. If you want to have a busy open house, then try door knocking around the neighborhood with flyers detailing the open house. If you have a few dollars to spend, why not send an open house postcard to the neighbors by using Vistaprint.com and mailing them out yourself or Sendsations.com and they can mail them for you? If you want to try something new, you can purchase a cell phone call list using a company like Coleinfomation.com and sending out an automated message to all the phone numbers that will go directly to their voicemails by using a company like Slybroadcast.com. No matter how you market the open house, your goal is to capture leads, whether that’s by having a sign-up sheet by using an app like Openhomepro.com that you can download for free, utilizing a raffle to get email addresses, or using your charm and expertise to get leads. Make sure to get contact information and follow-up that week to thank them for attending your open house and add them to your lead system.

Advertising isn’t just about putting your photo in the local real estate magazine and hope someone will see it. Target your advertising just like you market to your farm. Find out if your community has a local newspaper or newsletter and get yourself in it. Start with a small ad or ask if they have any specials. Make sure your contact information is large and easy to read and add a photo and logo to help distinguish yourself. Partner with another agent or two in your office and run an ad together, this can cut down on costs. Facebook and Instagram ads are some of the cheapest way to advertise so take advantage and with Facebook, you can still target an area to advertise. To take the guesswork out of advertising, partner with a company like Bombbomb.com to help you create the best Facebook ads. If online advertising seems to difficult to navigate then try Adwerx.com. You can purchase a zip code whether for the web, for mobile and Facebook ads, or both. The ad can be changed anytime and it will target only that zip code. If you’re with a franchise, check to see if you’re eligible for discounts through any of these companies. Participate in local events as a vendor and have something to giveaway that prospective clients will keep. If the local home magazine targets your specific area, then try it out and always ask if they offer any specials. Digital displays, billboards, or bus benches are a great way to be seen by a lot of people if your community offers them and your budgets allows for it. No matter which avenue you chose, don’t sign up for a lengthy contract in case it doesn’t provide enough return on your investment and you want to switch to something else. Always ask and keep track of where your leads come from so that you’re spending your money in the place that’s generating the most leads. One of the worst things an agent can hear is, “Oh, I didn’t know you were in real estate.” By utilizing some or all of these options, you’ll never have to hear those words.

No matter where your lead comes from, you need to work the lead by responding within minutes, if not seconds, of receiving it. Utilize a customer relation management (CRM) system to keep track of all your leads. There are many CRM software programs so check out Capterra.com to compare and chose the one that will work best for your needs. If your franchise offers a free CRM, take advantage of it until your business grows and you need a plan that offers more features. Make sure all your leads are set up on campaign so that they are contacted at least once a month. Every lead is important so don’t let even one slip by you.

How to Get Referrals

Mon, 27 Jul 2020 00:00:00 GMT

Referrals are an excellent way to generate more leads for your real estate business. It’s been reported that 82% of all real estate transactions come from referrals, with 42% of sellers finding their real estate agent by a recommendation from someone they know. To have longevity as a real estate agent, referrals must be an essential part of an agent’s business. Referrals start with excellent customer service and the ability to deliver what was promised. You must be reliable, professional, return calls and emails promptly, and go above and beyond what is expected. You not only want to get a positive review from your client, but you want them to refer you to their friends and family. There are lots of ways to build your referral business and many ways and places to get referrals. It can be easier to get referrals from warmer lead sources such as current and past clients, personal or professional contacts such as a teacher, doctor, or hair stylist, business associates, and your farm or neighborhood where you market yourself. There are other referral sources such as posting on social media, joining referral groups, connecting with out of area agents, and franchise referral networks.

The best way to get referrals from your warmer lead sources is to consistently stay connected on a regular basis. By using a follow-up system or a customer loyalty program, you’ll always be able to stay in the front of your client’s mind. Closing gifts after you sell a home provide the chance to thank your clients and remind them that you’re always ready and willing to assist their friends or family with any of their real estate needs. Utilizing email is one of the simplest and most cost-effective ways to stay connected to clients. It allows you to keep current and past clients updated on the real estate market and trends in their area so they see and know that you are the local real estate expert. Newsletters, market updates, buyer and seller resources, or questions and answers are also powerful to send. It can be anything as long as it offers something of value and is done a regular basis, such as monthly, bi-monthly, or even weekly.

Direct mail is another great way to reach clients with market updates or just listed/just sold announcements. A pop-by help an agent stay connected and ask for referrals for past clients and often times, in person. The list for a pop-by can be narrowed down if you have too many to those who are likely to offer referrals or repeat business or do half your list one month and the other half the next month. Branded merchandise can also be utilized for a pop-by, when doing events, open houses, or a monthly, quarterly, or yearly direct mail piece. Branded merchandise has a longer shelf life so that clients always have your contact information. The use of a logo or slogan can help to make it even more recognizable. Don’t forget to send anniversary cards to all your past clients during the month when they purchased their home from you. Birthday cards are similar to home anniversary cards where it shows your client that you took the time to wish them well and now, you’re at the top of their mind. During your closing, make sure to add your client’s birthday to your calendar or you can pull their information from Facebook, if they have an account.

While warmer lead sources are easier to connect with, business associates such as lenders, home inspectors, or title reps are another way to obtain referrals. Make sure you ask for a referral, especially when you are referring them to someone. Social Media can be a great source for referrals. You need to post regularly and consistently on your page to keeping followers and neighbors informed and make sure to provide content with value and that is easily shareable. You should also join all the real estate groups on Facebook to be able to connect with agents around the country. Real estate groups such as Real Estate Agent Group, Raise the Bar in Real Estate, Successful Women in Real Estate All Over the World, What’s Up Realtors, and the National Association of Realtors. Also make sure to join your local state, association board, and local town real estate groups for maximum exposure. LinkedIn is also another great place to connect with other agents from all over the world. Groups such as Smart about Real Estate, Real Estate Professional Referral Group, and Real Estate Open Networks have the most members. Remember, don’t just join, you also have to participate to get any benefits out of the groups. Another way to get referrals from out of area agents is to join a referral network group. If you work for a franchise, the franchise should already have the referral system in place and all you have to do is make sure you are active and all your contact information is correct. If not, check out Referral Exchange.

Asking and sharing reviews is another opportunity to ask for referrals. When someone is gracious enough to take the time to provide a review, take the time to thank them and don’t be afraid to ask if they know of anyone who might be buying or selling a home in the near future. The review can be posted on your social media page or via email to your client database offering another chance to ask for a referral. Once you receive a referral, remember to always thank whoever provided the referral whether that’s with a phone call, email, a thank you card, a pop-by or a combination even if the lead doesn’t pane out. If the lead does result in a sale, a thank you gift after closing is another way to show appreciation. Anyone who consistently refers business to you, make sure to reciprocate the gesture so they know how much their kindness helps you and your business.

Don’t forget:

· When asking for a referral use questions like, “do you know anyone who has thoughts of buying or selling?” or “Who do you know that might be ready to make a move?”

· When sending out an email campaign, make it shareable and include something that says, “feel free to share to anyone who you think might be interested in buying or selling.”

· Create a video from your smart phone and ask for referrals then share it via email or social media.

· Be easy to find, easy to contact, and easy to be able to email or leave a message without any hiccups.

· Your website, blog, emails, and social media group should all have your contact information to allow someone to easily contact or message you.

· Always have business cards available so that if you run into someone you can offer your business card or a piece of merchandise material.

· Respond within five minutes after receiving a referral.

Don’t ever be afraid to ask for a referral. Most people are more than happy to help, all you have to do is ask.

Facebook for your Real Estate Business

Mon, 20 Apr 2020 00:00:00 GMT

If you’re not on Facebook for your real estate business it’s time you start, considering there are 2.38 billion Facebook users in the world. If you want to build a thriving real estate business and you plan on working in real estate for the next three years or more then your business must have a presence on social media, and a Facebook business page is the perfect solution. You can post only on your business page if you chose not to use Facebook for personal use or if you don’t want your business to mix with your personal account, then you can invite only those you wish to like and follow your business page and set restrictions on what others can see, tag, or post on your page.

A Facebook business page is a great place to engage with your clients, potential customers, and followers, build your build and reputation, increase traffic to your website, announce listings, sales, and open houses, and get leads. There are also expectations that all real estate agents and brokers should have a Facebook business page because sellers can search Facebook to see what kind of marketing an agent is doing for their listings and how their own home would be marketed should they list with you. Buyers also search Facebook for upcoming listings and open houses and to find out who’s the local expert in their neighborhood of interest. Clients want someone who not only knows the real estate market, but is familiar with the community and amenities and a Facebook page can offer you a place to shine a light on your local expertise.

To create a Facebook page for your business, you’ll first log into your Facebook account. There’s a Create button at the top of your Facebook page and once you click on it you can scroll down to Page. You’ll click Get Started under Business or Brand then it will ask you for your Page Name and Category. Continue through all the steps and make sure they are complete including a profile photo, cover photo, and business description. Be sure to include the cities you cover and any specialties (like first time home buyer or veteran specialist) in the description box. This is how people search for you on search engines such as Google or Yahoo. Your user name is your @ then your user name and be sure to make it something easy for people to find and remember.

Now that your page is set up, your first post could be a welcome post with a photo or video and information about you and your business. Be authentic, your page is a representation of your real estate business and your brand, and it should represent who you are. It’s recommended to invite your friends to like and follow your page. To do that, you need to be on your business page not your main personal account and under your cover photo there will be Liked, Following, Share, then 3 dots. Hover over the 3 dots and a drop-down menu will appear then scroll down and click on Invite Friends. You can either scroll through the list and select the friends you want to invite and then click Send Invite or toward the top of the list you can Select

All and then Send Invite to invite your entire friend list to like your page. It’s recommended to invite everyone to like your page because they can decide to decline to like your page, they can like your page but chose not to follow your page, or they can like and follow your page. You never know where your next referral will come from. It’s also a great idea to follow all the businesses in your community, city pages, any clubs or associations in your neighborhood, your local board, CAR, NAR, and any real estate groups.

You have a Facebook business page, you invited all your friends to like and follow your page, and you have your first post up on your page, now you need to start posting to your page with consistency. It’s recommended to post at least once a day, though experts say it’s better to post three times a day for maximum exposure. Here are some ideas on what to post, just listed, just sold, price reductions, coming soon, or open house announcements. Market updates are great to gain higher engagement and they can be as simple as how many homes are on the market, how many sales, or the average sales or list price for the month, week, or even day. Community events are an easy thing to post and if you’re following a city, a homeowner’s association, or a club page in your neighborhood then it’ll be easy to share to your business page so that you don’t have to create the post yourself.

Besides posting, you’ll also want to engage with your followers. Make sure you respond to anyone and everyone who has replied to any of your posts. This could be something simple as a Like to their comment though it’s better to reply to their comment because this is how you will increase engagements. If you have any notifications, on your desktop at the top there will be a red bubble with the number of notifications next to or almost in front of the bell icon that will allow you to see who has commented on your post, replied to one of your comments, or liked your page. If you have any friend requests the red bubble will appear over the people icon and any direct messages (DM) will appear in front of the conversation bubble, making it easy to see your activity at a quick glance. On your cell phone the bell and friend’s icon is usually at the bottom while the direct message notification is usually at the top right. Remember, once you click on the direct message icon it will take you out of Facebook and to the Messenger app.

It may seem daunting to have to post something every day but start small… with one post and one share a week then push yourself to twice a week. Soon you’ll start to get some momentum with engagements and you’ll want to put out more content. Creating content seems to be the biggest challenge for Realtors®. Pages on Facebook like @Houzz or @Realtor.com offer tons of great content to share to your business page and it also provides ideas to create your own posts. If your office or franchise doesn’t offer curated content, you’re an independent broker, or you just want more content, you can try Curator4Realtors.com where you sign up for a monthly subscription of $30 and you receive images and captions that are created specifically for real estate agents and all you have to do is save the image and caption and post it to your Facebook page. No matter what, when, or how often you post on your Facebook business page, the most important thing is to put out content and engage with your followers so that you can build your brand, boost traffic to your website, and generate leads.

How to make the most of your listings in the MLS

Mon, 13 Apr 2020 00:00:00 GMT

How to make the most of your listings in the MLS

With approximately 89% of all buyers searching online for homes, it’s imperative to make sure that an agent’s listings are not only complete and correct, but have the information and photos that will make them get noticed to increase showings and receive an offer.

The most important thing for any listing is to maximize the number of photos, and to make sure they’re professional and represent the home is the best possible way. If an agent is still taking photos with their cell phone then they’re not serving their sellers in the greatest way. Unless the camera on the phone has a wide-angle lens, an agent should spend the money to have professional photos taken of the home. Every room inside the home, the front, back, view, and any pertinent features need to be photographed and included in the listing. Here are some tips to getting the most out of the photos.

1. If possible, sunny days are always best.

2. Make sure all lights, including lamps are turned on.

3. Use flash or umbrella lighting if needed.

4. Turn off TV’s unless it’s on a screen saver with a pleasing image.

5. Open blinds and window coverings.

6. Clear off all countertops, empty trashcans, and hid clutter.

7. Make sure all toilet seats are down.

8. No body parts should in any of the photographed like hands or fingers.

9. Be careful of mirrors to make sure there is no one in the photo.

10. Community photos, if included, should be last in the MLS, never first. It’s confusing to a buyer to see a photo of a pool when it’s the community pool and not the homes pool. The exception could be if it’s a condo or townhome and the pool shows the front or back of the unit.

11. Photoshop should only be used to remove a for sale sign, items like trash cans or a car, or to cover up a flaw that the buyer has since repaired or removed. A buyer wants the home to look good but they also want it to be a true image of the home.

The order or photos also plays a factor. It helps buyers to see the most important features of the home first so if the home has a pool then the first or second photo should be of the pool. Then the front, back, or view could follow. The kitchen should be in the first five to seven photos because kitchens tell a lot about a home and buyers want to see them, no matter the condition. Vary the photos and put them in some sort of order so that after the first few photos with the prominent features of the home continue with one or two photos of the living room, dining room, family room, master bedroom, master bath, etc. If there are multiple levels in the home, the photos could be put in order according to what’s included on that level then move to the second or third. Make sure the backyard is one of the first few photos, don’t leave it till the end. CRMLS allows for 75 photos therefore don’t be afraid to maximize those photos.

The CRMLS allows for 1500 characters in their description. Take advantage of this space to help sell the home. Listing descriptions should NOT be in all caps, it makes it difficult for anyone to read the entire thing, and most will usually stop after a few sentences. Caps could be used to highlight a specific feature like POOL, VIEW, GOLF COURSE, RV PARKING, or WATERFRONT. The significant features of the home, property, or neighborhood should be listed first. Don’t make the buyer search the entire description to learn that the home has a pool or a view then follow that with anything else that’s important should be in the first line. Even if the property is a fixer or it doesn’t have a lot of sought-after features, there has to be at least one thing that makes it special whether that be the location, the price, or the potential value when fixed up. Some people say not to include the bedrooms, baths, or square footage in the description since it’s already included in the features while others say that buyers read the description first before even looking at the features. This seems to be a personal preference so agents have to decide what works best for the property. Don’t use too many adjectives or clichés to describe the rooms, space, or property. Instead, use descriptive words and be as specific as possible. The kitchen is an important room in the home and buyers want to see and know what it offers. Don’t forget to mention any energy efficient or smart features in the home. There’s also no need for exclamation points and while some common abbreviations are acceptable, be careful not to use abbreviations that no one knows or those used in texts.

Make it super easy for an agent to be able to make an appointment, locate the home, and access it without any issues. The easier it is for an agent to find the home, the more often they will show it. All agents have GPS on their phones, but specific directions are helpful to the agents who are showing it especially if the home is off an easement road, a road that is not clearly marked, is located in a rural area, the address is not where the agent can access to the home, or there is anything that would cause an agent to not be able to find or access the home. Same goes true on how to show the home. The new showing instructions area is the best place to let agents know how to make an appointment or access the lockbox and where’s it located. If an agent does not answer calls or texts or prefers or doesn’t prefer showing time then this should either be in the showing instructions or under agent’s comments. Be accurate, descriptive, and don’t forget to abide by the MLS rules. For more information about how to create the best listing or for anything real estate related, check out KerryKeith.com.

How to Create a Blog for your Real Estate Business

Mon, 06 Apr 2020 16:50:42 GMT

How to Create a Blog for your Real Estate Business

Blogs are still a big part of a real estate agent’s online presence, and with social media, they’re a great way to share information and become a resource for buyers, sellers, homeowners, and the real estate community. According to WordPress, 409 million people view more than 20 million blog posts each month. A blog allows agents to show their unique personality, demonstrate their expertise, and connect with their community so it’s important the blog looks professional, easy-to-read, and well-structured to be ranked high in major search engines.

Where to start a blog?

Most website hosting platforms offer the ability to add a blog to a website. If it’s a website builder, like Blogger, Wix, or Squarespace, they provide ready-to-use templates that are easy to design and create the perfect blog. There are also self-hosted platforms like WordPress, where a blog can be completely customized with a unique domain name that can be chosen to represent the content. If using WordPress, a theme is needed to determine the content and character of the blog and plugins will need to be added to help the functionality, appearance, and usability of the website.

Why a name is important?

The name of the blog should represent what the blog is all about. Chose something descriptive, but it should be short and catchy so people can remember it. Think twice about using a personal name, others might not share the blog if they’re the competition, or they might not feel its importance or professional enough to be shared. Also avoid trademarks and brand names in the name and if getting a domain name for the blog, check its availability first before naming the blog.

What should be in the blog?

Blogs have a longer life span than regular posts, so blogs could have a mix of evergreen content, relevant and interesting content that does not become dated, and topical content, which is more current and relevant, or the blog can be more of one than the other. A blog containing evergreen content can provide answers to common real estate questions, offer tips on selling or buying a home, solutions to common real estate and home ownership problems, decorating or staging ideas, or a place to find resources. If it’s a community blog, the content could be community based to show off local knowledge like the best places for certain foods, improvements or changes to the community and its impact, local events, interviews with local politicians or business owners, school information, market updates, or homeowner tips. A community page allows an agent to establish themselves as a local expert and can provide another avenue to build trust. The real estate market is always changing and a blog can also reflect current issues and events.

Each post should have one clear idea, with bold headlines, bullet points, and a call-to-action that relates to the post. A call-to-action should lead readers to find more of the agent’s content whether that’s on another blog post, the agent’s website, or a social media page. To make sure readers know when a new topic is posted on the blog, be consistent on posting, whether that means daily, twice a week, weekly, bi-weekly, or monthly. Readers like fresh content and tend to follow blogs or social media pages that offer new and consistent information. Reminder, the blog shouldn’t be about an agent’s listings, sales, open houses, or awards, that information should be on the agent’s website, on their social media pages (but only 10 - 20% of their posts), or in an email marketing campaign.

Why a real estate blog needs images?

Photos or graphics are key to getting blog posts opened, read, and shared. Every post should have at least one photo, infographic, or diagram to make the content look appealing. Images and graphics can help break up the text, illustrate a point, or increase traffic from search engines. (Make sure the image name is relative to the blog post to make it more searchable). Utilize images that spark interest in the content by using sites like Pixabay or Pexels for free images, or create images or infographics by using personal photos or stock images on Canva.com.

How can a blog be shared and found?

Writing a blog is half the work, making sure the blog gets found, read, and shared is the other half. Categories and tags are necessary to ensure blog posts are easily discovered on search engines and within the blog itself. Categories are lists of the topics covered in the blog and are usually found on the side bar of the blog or website. Categories should be organized and uncluttered, and they should reflect the essence of the article or post. It’s best to create categories for the topics that are covered the most so that there are fewer of them, and chose category names that reflect the content of the blog post.

A tag is a word, two, or at the most three that reflect the topics of the article. If the platform for the blog doesn’t provide a widget to allow a user to add tags, a widget can be installed that allows tags to be added from places like Widgetbox, or the tags can be added directly into the blog post to make sure the post gets discovered in search engines.

To get the most exposure from blog posts, the posts should allow the reader the ability to email the post or share it directly to their own social media platforms like Facebook or Twitter. One of the most effective ways to get more views of any blog post is for the agent to share their content to their own social media pages, including their blog board on their Pinterest page. It’s also a good idea to allow readers to leave comments and interact to the content in the blog post, which can create more engagement between the author and the reader. One of the best ways to have a successful blog is to build relationships with other bloggers by sharing their content, tagging them, and liking and commenting on their blogs, and hope they do the same.

Real Estate blogging is a long-term investment, the more useful the content and time put into creating and maintaining it, the more likely the blog will be read and shared, and the more the agent will be recognized for their effort. For additional information about blogging or anything real estate related, check out my weekly blog at Kerry@KerryKeith.com.

Working Virtually as a Real Estate Agent

Mon, 30 Mar 2020 00:00:00 GMT

Working Virtually as a Real Estate Agent

With all that has happened so far in 2020, most real estate agents find themselves working from home more than ever, and having to do much of their work virtually. Working from home is nothing new for real agents, we’ve been doing it for many years. We’re used to working out of our cars, coffee shops, or wherever we are when we receive a call or email. Most agents have a home office already set up and available to use when home, but there are ways to stay focused and on task with helpful tools to utilize when working remotely.

Starting the day with the right attitude will assist with a productive day so it’s important to get dressed, not work from the bed, and have a designated work space. It doesn’t matter where the work space is just as long as it allows the separation from personal life to work life. If a separate office is not possible, a desk is the next best thing. If space or money doesn’t allow for either, an office can be set up anywhere, a dining room or kitchen table, a breakfast bar, a corner, or even a closet can work. Any flat surface where a computer can be placed will work and an organizational system will help manage files and paperwork.

Keeping a regular schedule helps with efficiency. Creating specific work hours allows clients and more importantly those in the home, to understand availability. As real estate agents, there’s a lot of unpredictability on when a client will call, when an offer will come in, or when a buyer wants to see homes which means it can be difficult to plan the day. However, scheduling blocks of time allocated for certain tasks such as returning calls, website updates, sending out marketing emails, or posting on social media, provides an important guideline during those times when there is no other business coming in. Remember, working from home doesn’t mean working at all hours, stick to a routine and manage distractions. Distractions are the biggest obstacles when working from home. Family, pets, news, household chores, and even neighbors can be a distraction. Set boundaries and a schedule so that everyone in the home understands. Utilizing checklists can help stay on task. Having a clear idea of what needs to be done every day whether working from home or not, helps stay on track and be productive. It also allows to stay focused when distractions do occur, and don’t forget to take breaks. When the kitchen is only steps away, it can be tempting to visit it often. It helps to take designated breaks to eat, step outside, or run errands to break up any restlessness and allow for a fresh start when back at work.

Being able to work from home has never been easier with the capability to create and sign documents online, video chat with clients, virtual tours, and social media. It helps to have a fast internet speed, a reliable computer or tablet, a copier that scans so that documents can be emailed, and the right apps and tools to run a productive real estate business. Being able to utilize social media, email marketing, and direct mail from your home is also easy. Facetime, Zoom, and Skype are vehicles that allow an agent to video chat with clients, service providers, or even other agents. There are tons of programs and apps that can help a real estate agent stay on track.

There’s no shortage of tasks to be done for any real estate agent to maintain and build a real estate business whether working at the office or from home.

1. Send out email marketing campaigns using companies such as Mailchimp, Constant Contact, or Active Campaign.

2. Mail out postcards, newsletters, or market updates – Canva or Vista Print can help.

3. Answer calls and emails – Keep track of calls in CRM.

4. Send out home anniversary cards to past clients – These can be printed at VistaPrint.com or ordered from places such as Curator4Realtors.com.

5. Create a strong social media presence – Make sure have a Facebook or Instagram Business Page.

6. Post regularly on social media business page – at least four times a week.

7. Update and organize contacts in Customer Relations Management (CRM) or start a CRM with places like Top Producer, Realvolve, and Wise Agent.

8. Transaction management – update all current or closed files with Dotloop, tcDocs, or SkySlope.

9. Update & maximize website or create a website at Squarespace, Weebly, or Placester.

10. Create and print brochures for listings – Vista Print offers great prices for printing.

11. Create & print pre-listing & buyer packets so have on hand when a call comes in.

12. Ask past clients for reviews via email, Zillow, Realtor.com, text, or call.

13. Create a flyer & post for reviews – Use Canva to create a flyer or post of client reviews.

14. Create ads for social media & print or utilize places such as Curator4Realtors.com that offer already made images for real estate agents.

15. Update current listings & photos in the MLS.

16. Update listing brochures and fill brochure boxes.

17. Calendar or task management using apps such as Trello, Asana, or Flow.

18. Organize real estate photos on computer.

19. Create a Just Sold flyer or post for last 12 months – Canva or Vista Print can help.

20. Update Zillow profile – Make sure all reviews and past sales have been approved so they show up on the profile.

21. Create or post on a blog using SquareSpace or WordPress.

22. Update lockboxes through Supra.

23. Provide feedback on all showings by utilizing the feedback option on Supra or emailing or texting the listing agent.

24. Ask for feedback from showings via email or text.

25. Update or delete saved profiles in MLS with any client who hasn’t checked the listings in last 6 months.

26. Organize & clean out email to be ready for new business.

27. Shred old files or call a shredding company to shred files like ShredIt.

28. Review & update all expense accounts.

29. Update expense spreadsheets.

30. Update logo, if needed – these can be created in Canva.

31. Order new business cards, signs, & marketing materials, if needed from places such as BuildASign, Vista Print, or Any Promo.

32. Update service provider list to be able to offer to clients.

There’s no shortage of tasks to be done for real estate agents, and there are plenty of resources and tools that can assist with any project. For more information on how to achieve and complete any of these tasks, or anything real estate related, visit KerryKeith.com.

Follow-Up for Real Estate Agents

Mon, 23 Mar 2020 22:05:20 GMT

Follow-Up for Real Estate Agents

Here are some ideas on how to utilize drip campaigns whether using email or direct mail.

· Thank you card after a sale or market analysis

· Market updates - just listed and just sold

· Newsletters and market reports - whether email or print

· Holiday and seasonal cards

· Yearly calendars

· Home anniversaries

· Surveys and quiz’s

· Phone calls – use scripts if need help on the phone

· Video updates – whether through email or social media

· Personal handwritten cards or letters

· Buyer & seller gifts or gift cards

Social Media Networks for your Real Estate Business

Mon, 16 Mar 2020 00:00:00 GMT

Social Media Networks for your Real Estate Business

If you’re not on social media every day then you’re missing leads and followers. Social media isn’t going anywhere, if anything, there will be more users, more shares, and new platforms that will rise. Social media isn’t a fad, this isn’t poodle skirts or parachute pants, social media is here to stay whether you like it or not. It’s reported by the NAR that 22% of Realtors® don’t use social media even though 47% of their leads come from social media compared to 32% from the MLS and only 29% from sites like Zillow. If you want a long-lasting business and a strong personal brand then you must have a social media presence.

What does it mean to have a strong presence on social media? It means posting every day, preferably multiple times a day. It means posting something different for each platform, and having things of value to share. It also means interacting and sharing among your followers, your community, and the people who inspire you. The people who have the strongest presence are the ones who interact, like, share, and comment. They are kind, giving, engaging, and inspire. Here is information about each network, ideas on what to post, and what makes each network unique.

As of end of 2019, there were 2.5 billion Facebook users, that’s 42% of the world’s population. Since Facebook continues to be the market leader, you must be on Facebook! Utilize photos and videos in your posts to market your listings, sales, and open houses, celebrate your clients, announce events, spotlight local businesses, have fun with national holidays, keep clients informed, celebrate community or neighborhood amenities, use quizzes, share reviews, have a recurring series, have a contest or giveaway, or share home tips. Here’s what makes Facebook unique:

· Easily share posts and links

· Clients can leave reviews

· Participate or start a group page

· Use video Live and stream in current time

· Promote events or add events to your calendar

· Add office bio and location

· More in-depth content

Twitter tends to be used to share ideas, provide real time information, market updates, and trending news. Twitter is used by journalists, politicians, and celebrities, and with over 500 million tweets per day, users turn to Twitter to get their news. Since you can only use 140 characters, it makes it easier to create short and concise content to provide this news. Follow others who provide great content in your market, community, or general housing ideas where you can interact and retweet their posts. Because people scroll through tweets quickly, make sure your content is engaging. Try using quotes, statistics, or questions related posts. Incorporate photos, polls, gifs, or short videos. Here’s what makes Twitter unique:

· Real time reply, retweet, and like counts

· 140 characters

· Less clutter without the pop-up or rolling ads

· Provide market updates & promote events in real time

· Easily searchable hashtags

The are 700 million users on Instagram with approximately 4.2 billion likes per day, and a higher engagement than Facebook since Instagram is almost exclusively accessed using a mobile device. The NAR reports that only 39% of Realtors® are using Instagram, that’s 61% who are missing out. Instagram is a place to capture authentic moments with photos or short videos, promote your open houses, listings, sales, and events, your client’s journey, and community involvement. Show behind-the-scene photos like; putting up a for sale sign or taking down a sign down, setting up for an open house, or what your desk or car looks like when you’re showing buyers. If you have a new listing coming on the market, you can take photos of your photographer taking photos or the stager staging the home. Personal branding is an important aspect to your brand that can feature your family, your pets, hobbies, or adventures and neighborhood posts allows you to show that you are the local expert. Here’s what makes Instagram unique:

· Mobile

· Instant photo editing

· No cluttered posts, less description

· The ability to have more fun

LinkedIn allows you to connect with fellow Realtors®, mortgage brokers, inspectors, contractors, and more. It’s a Business to Business platform that allows you to interact with the 414 million users with 106 million of them who log on every day. While you might be tempted to post your listings or open houses, you won’t get the feedback or engagement you’re looking for on LinkedIn. Instead, post something that happened to you in the real estate field, add links to articles about real estate or being a real estate agent, post tips about decorating or gardening that other agents will share, promote other people’s content and businesses, or create or share information about the home buying, selling, listing presentations or buyer packets that agents will want to use and share. Here’s what makes LinkedIn unique:

· Customized URL

· Provide credibility to your brand

· Post articles or market trends in long form

· Join groups where you can ask questions, get ideas, or engage in conversations

· Great way to learn if you’re new to the industry

· The ability for clients or other professionals to leave reviews

· Get referrals from other agents or professional

Pinterest is not really a social media platform, it’s more of a search engine with photos. It’s a visual place where it’s all about the photos that will add authenticity to your brand. Organize your Pinterest by dividing it into boards that have a category relative to different aspects of your business, for example the name of your town or community. You should have at least 10 boards that all relate to your business, community, niche, or specialty and try posting a unique design or feature of a home, an amenity in your community or neighborhood. Here’s what makes Pintrest unique:

· Posts have a longer lifespan and can last for years

· Ability to add a bio

· Multiple boards for niche markets

· Can post multiple times a day without worry you’re posting too much

· Pin images directly from the internet through Google Chrome

· Track which pins are working

YouTube is not a social media platform either, in fact, it’s the second largest search engine with 1.5 billion users per month. It’s reported that 73% of homeowners say they’re more likely to list with a Realtor® who offer videos, yet only 12% of them actually have a YouTube account. All listing videos should be on your YouTube channel, add open house videos, market updates, interviews with clients, businesses, or other professionals like a lender or tax expert. How to videos, content from local events, and drone videos showing a neighborhood attract a lot of attention. Here’s what makes YouTube unique:

· Easily shareable

· High on SEO search rank, especially on Google

· Available in 76 different languages & 88 countries

· High potential for exposure & traffic through video

· Closed caption capability

Remember, all posts need to have a photo, video, infographic, or some type of image to be the most effective. Each network has its own size requirements for images for maximum quality and exposure, so don’t use the exact same image and size for each one. Add keywords and hashtags to your posts to reach a wider audience. Adding links to your website and blog help drive traffic. If someone mentions you or your company be sure to respond. Promote other people’s content 80% of the time and your own content 20% of the time. Don’t engage in negativity and be consistent with your brand, your look, and your message. Social media marketing is a lot like farming, your posts are seeds and soon they will grow, if you keep watering then they will continue to grow year after year. Remember… Be Productive, Be Present, Be Positive, and Be Part of the Community. For more information about how to utilize social media in your real estate business, check out KerryKeith.com.

Do you need a Landing Page?

Mon, 09 Mar 2020 00:00:00 GMT

Landing Pages

A landing page is a standalone web page, where visitors “land” when they’ve clicked on an online ad, social media post, or a search engine optimizer. To obtain a lead, the landing page will need to have a call to action where the visitor can contact you, usually a phone number or email, or provide information via an inquiry or contact form. The goal is to capture as much information about the visitor as possible with the ultimate goal of converting them to a client. The reason to send the prospect to a landing page instead of a home page, an information page about you or your company, or a page with your current listings, is to capture their information promptly before they get distracted, or leave for another website. To be a “true” landing page, prospects should only be able to land on it after clicking a link that’s sent out through a communication channel like email, online ads, or social media, they shouldn’t necessarily be on a home page. There are several types of landing pages that can be used and all seem to have some relevance when trying to capture leads.

A Home Search Landing Page is used to generate buyer leads by offering a free listing search with an IDX plug-in where buyers can browse properties. The best home search landing page will need to have photos, tours, maps, details, and options to search specifically by area, price, size, features, etc. If your IDX underperforms, so will your website. Leads are directed to your landing page so they can search for homes and save their favorites. The only way to get to a lead through the home search landing page is to either have a pop-up or a slide-in that encourages your visitors to leave their contact information to obtain additional details or market updates. The drawback to a home search landing page is that people may search for listings on your site, but may not sign up if they don’t have to, and if you force them to sign up, they may leave your site for the hundreds of others that offer the ability to search for homes without having to sign up. If they leave and obtain the information they desire, from sites like Realtor.com or Homes.com, they’ve now left your website and may never return.

Home Value Landing Pages are among the most popular methods used to getting seller leads. Whether you agree or like “Zestimates”, Zillow has changed how home value estimates are provided. Prospective sellers know and expect to download an instant estimate online so it’s the best practice for an agent website to include an instant valuation. How they work is the visitor must give an address and some sort of contact information whether that includes a name, email, and phone number before they can get the valuation of the property they are searching. The conversion rate (the percentage of people who leave contact information) is high because more people are willing to click through to something that provides something of value. The only downside is that you may end up with partial leads, someone who puts in their address and some details about their home but leaves no contact details or fake information.

If you offer a monthly, quarterly, or yearly newsletter then make sure you have a Newsletter Landing Page on your website, a place to offer your most recent newsletter and where visitors can sign up for the next one.

A Review Landing Page is another place where past and present clients can use to click through and leave a review. It’s not necessarily to get leads, but glowing reviews from past clients will help prospective buyers and sellers decide to use your services. If a client wants to leave a review on Zillow or Facebook, they must have an account or sign up for one, which means they may opt not to leave one. The best option is to make it easy for your client to leave a review on your website so they don’t have to go elsewhere. Remember to share that review on all online and social media platforms, where you hope to get more people clicking through to that review page.

A Contact Landing Page is imperative for people to be able to contact you. Your phone number, email, and office address should be on all pages of your website, but a separate, specific contact page should be used to provide a place where leads can leave their information for you to contact them or to ask questions.

Don’t forget the Thank You Landing Page where visitors are led to once they submit a form on one of your other landing pages. Make sure the thank you isn’t a generic form, make it personal with photos or a video and have social sharing buttons so they can share their experience.

Generating leads through your website is done by providing something helpful to the user. The way to really stand out and get those leads is to create a page that speaks directly to the conversation already happening before they’ve even clicked on your landing page, so be conscience of your initial ad, blog, or email that got them there. Here are a few ways on how to get leads to your landing pages.

· Blogs - Blog posts can cover local events, loan programs, new listings, open houses, local market updates, current interest rates, or real estate news. A blog allows visitors to share the content and click through to one of you designated landing pages.

· Social Media – photos or videos work best to get users to receive your message and want to click through for more details, or to receive a special offer.

· SEO – Search Engine Optimization is the process of affecting the online visibility of a website in a web search engine. If a prospect searches on their platform and keywords of choice, once they click on the link they will land on your website… make sure it’s on the landing page you want.

· Online – Google Ads or companies like Adwerx that allow leads to click through to your landing page.

· Email Marketing - users can click through to a landing page from one of your emails depending on the message that’s provided.

· Print – if you are directing leads to a specific landing page in print, make sure the URL is short because they’ll have to type in the information instead of clicking on it.

· Create and share helpful how-to videos on YouTube and direct visitors to a landing page on your website that stays with your message.

Remember, use clear and concise language and bold headlines and sub-headlines to remind the visitor how quick it’ll be for them to sign up. Use a prominent button in contrasting colors that’s easy to locate with fun and unique ways to ask them to submit the form. No matter which landing pages are used, capturing leads should be the primary focus for having them, and good content is key because it will allow people to get to know you, to like you, to trust you so that eventually… they’ll work with you. For more information visit KerryKeith.com.

How to Get Reviews

Mon, 02 Mar 2020 00:00:00 GMT

How to Get Reviews

Reviews are an important aspect of running a successful real estate business and a great opportunity to work with new clients. Realtor.com reports that 97% of consumers read reviews online whether it be on Yelp, Zillow, Facebook, or another website. They state that 85% of consumers trust online reviews as much as a personal recommendation. Asking for reviews should be included in your marketing plan either in your drip campaign, by email, or even in person. If you don’t ask, you won’t get one. It may feel awkward or pushy, but 68% of consumers say they’ll leave a review if asked. It’s always best to have your client leave the review directly on the website or social media page that you utilize the most. You can’t manually add reviews on Yelp or most real estate websites and if they’re published on Zillow or Yelp, it’s simpler to link them to your other sites. The easiest way for your client to post a review is to send them an email with a personal note and include the link that takes them directly to the website where they can leave the review. Another option is to utilize video in the email, which can feel more personal and harder to ignore.

Zillow.com is one of the most popular spots for real estate reviews, and they offer a way to ask for reviews through their website from your past clients. Once you’ve logged into your account and are in the Agent Hub, click on Request Review on the right side or go to zillow.com/reviews/batch-request. You have the option to enter email addresses and personalize your message. There’s also a list of the review requests you’ve previously sent with the option to send again, if they haven’t left a review. If you aren’t getting enough reviews after requesting them through Zillow directly, you can send an email with a link to your Zillow page. To find the link, log into your Zillow account and access the Review page. Click on Write a Review located to the right of the Ratings and Review title. If you’re logged into your account, an error message may appear stating We do not accept professional-to-professional reviews . Ignore the message and copy the link in the search box. That link can be used in your emails where you can direct clients to your Zillow review page. Some clients aren’t willing to login or create a Zillow account to leave the review, and some web browsers may not be compatible with Zillow so you’ll have to find another way to get the review.

Facebook ranks as the #2 visited website for business reviews with a Google search being #1. To receive reviews on Facebook, you’ll need to add a Reviews tab to your Facebook business page (not your personal page). Once on the edit page, scroll down and click on Reviews, where you’ll have the option to turn reviews on or off. You can also copy the link to share with clients to direct them to your Facebook Review page. Make sure you always like and thank whoever left you a positive review. A great idea to get more reviews on Facebook is to have a review of the week, month, or quarter. This should be posted on your Facebook page and make sure to tag the person who gave you the review. People like to be recognized, and it’s a simple way to thank them and encourage others to follow.

Yelp ranks at #4 after Amazon in visits per month, but there are pros and cons in having a Yelp page. The positives are that there are over 40 million visits per month, there’s no cost to set-up a Yelp page for your business, and its integration with Google search means your review could show up on the first page of a Google search. The cons are that anyone can leave a bad review, a negative star rating affects your overall rating, and there’s no way to remove the review unless it contains something that’s in violation of Yelp’s Terms of Service.

Negative reviews are common and it’s best to respond in a timely manner. Ignoring a negative review can be worse than the review itself. Thank them for taking the time to post a review and offer an apology. Ask what you could have done to improve their buying or selling experience. If possible, contact the person by private message to try to resolve the issue so the dialogue is not public. If they respond, then present your side in a professional manner, but keep it short and don’t criticize them or their feelings. Listen to their issue and if you’re able, offer a solution. If the problem’s been resolved, ask the person to edit or remove their negative review. If they’re unwilling, then you can add an update of the outcome to the review but be honest. If it doesn’t get resolved, then you’ll have to let it go and work on getting more positive reviews to offset the negative one.

On Facebook, you don’t have the option to approve a review or rating before it’s posted, but you do have options. If the review contains spam or hate speech, ask Facebook to remove it based on their Community Standards.They most likely won’t remove a review just because it’s negative against your business. The only way to do that is to turn off all reviews from your page. On Yelp, if the review violates Yelp’s Content Guidelines, you can flag it and request its removal. If you think the negative review you’ve received on Zillow doesn’t meet Zillow’s Review Guidelines, you can flag it to be re-moderated and it will be removed if it does not meet those guidelines, otherwise it will stay published. One way you can minimize negative reviews is to create a survey to distribute to past clients. This will help you catch dissatisfied customers before they turn to review sites to vent. Zillow research shows that the quantity of reviews drives more contacts to the agents than the rating itself.

Here are a few other ideas on how to get more reviews:

· Offer a small gift to thank anyone who completes a positive review.

· Hold a monthly or quarterly drawing for a prize or an outing for everyone who’s left a positive review that month or quarter. Make sure you post the drawing and the winner so others will be willing to leave a review.

· Have a Customer Appreciate Party where you can invite all your clients, whether they left you a review or not. Have a place or several spots were clients can get online to post a review. Everyone who provided a review can be entered into a drawing for a gift. The party can be a great opportunity to get more reviews, build a loyal client base, and hopefully, get a few referrals.

Find they best way that will help you ask for reviews and don’t let a past client slip away without reaching out to them. Use the tools Zillow, Facebook, and Yelp offer, respond to negative reviews quickly, and make sure to thank everyone who provides a positive review or 5-star rating. Reviews are an excellent way to show prospective clients your success, dedication, and expertise to your real estate business. For more information check out KerryKeith.com.

Maximizing your Zillow Account

Mon, 24 Feb 2020 00:00:00 GMT

Maximizing your Zillow Account

Zillow.com receives over 160 million visitors a monthly and 50% of those visitors plan to buy or sell within the next 12 months. Since they’re the #1 real estate website in the US, it’s imperative to have a Zillow profile that’s complete to maximize your exposure to prospective clients. You don’t need to be a purchase a zip code or pay to have a Zillow Premiere membership; all you need to do is create an agent profile.

Log onto Zillow.com and click Join to the right on the home page. Once you’ve created an account, hover over the Agent Hub tab and on the drop-down menu, click Profile. You will need to add a photo and your professional information. The About Me page allows you to shine a light on your real estate successes including, your specialties and designations. If you’re new to the business or don’t have listings or sales, focus on why buyers and sellers should work with you remember, keep it simple and concise. Make sure to link all of your active social media accounts to your Zillow profile. The easiest way is to log onto your social media site and once on your own home page, copy the HTTP address in the search box and paste into the box for that social media site on your Zillow profile page. Another part of your profile is to include as many zip codes or cities that you cover to your service area. This is how prospective clients can search for you and you don’t want to limit yourself to just one zip code.

Zillow and Trulia are linked directly to CRMLS so all of your listings should automatically be posted on your profile, and nothing further needs to be done. You will just need to make sure the email address used to syndicate your listings to Zillow matches the email address in your Zillow profile. You can check with your listing syndicator to make sure which e-mail is used to syndicate listings to Zillow. Once the email in the listing feed data matches an email in your Zillow account, your listings will sync automatically. When you make any changes to your listing on the MLS, it usually takes 24 hours for the change to post on Zillow and Trulia. It’s worth checking your listing to make sure any change on your MLS listing has been updated on your Zillow and Trulia accounts.

Adding past sales to your account is another excellent tool that Zillow offers. The number of properties you’ve sold in the last 12 months and the total amount of properties sold will be displayed next to your name. Don’t miss this chance to demonstrate that you have the ability to close a transaction. To add your sales, you’ll need to access your Profile page through the Agent Hub tab. Click Promote Yourself on Zillow then click on Add your Past Sales to Your Profile. As a listing agent, your past sales should automatically appear on your profile page, but you’ll have to manually confirm the sale by clicking on the Add the Sale to Your Profile button before it will officially post to your account. You’re also given the option to make changes before posting, if needed. Any sales as the buyer’s agent will need to be done manually by entering the address, city, and sometimes state in the box under Add Recent Sales. A list of the recent sales for that property will appear and you'll have the option to choose the one where you represented the buyer. If it doesn’t appear, you can manually enter the details of the sale. For vacant land, if you don’t have the legal address, whether it be a listing or a sale, or the property doesn’t appear when you type in the address, you can also manually enter the details. The easiest way to make sure your sales on Zillow are updated is to add it to your transaction checklist or check your account on a weekly or monthly basis.

According to Zillow, after a buyer contacts an agent, they return to Zillow an average of 27 times and visit 77 listings in 30 days, which means your job is still not done after they contact you so, it’s imperative to complete your profile, and part of that are reviews. In the August issue of SW Real Producers Magazine, it detailed how important reviews are for your business and how to obtain them. Zillow will display how many total reviews you’ve received and how many stars you’ve achieved by your name. Having your client log into their own Zillow account to post a review is the only way to have the review show up on your Zillow account. It doesn’t allow you to copy and paste a review from another website or outlet, like Facebook so, requesting a review through Zillow or sending your client the link, is your only option.

Zillow also promotes teams and if you’re a team lead or a broker, adding team members to your Zillow account is a device that allows all team members to be on one Zillow page, and to maximize the exposure for the team. The team members’ photos, the number of homes sold, and the number of reviews for team members will be combined and listed under the team lead or broker. The team page is a chance to provide prospective clients a sense of how strong the team or brokerage is in the community with the combined amount of sales and reviews. Additionally, if the team lead is already signed up to receive leads from Zillow, being a team member makes it easy to receive those leads.

When your Zillow Agent Profile is complete, you may be ready to take it to the next level and invest in Premiere Agent Advertising by purchasing leads and becoming the go-to agent in your target zip code. Zillow estimates that for every $1 spent on Zillow Premiere Agent leads, you can expect around $2.60 back in commissions. To find out if your zip code is available and how much it would cost, hover over the Agent Hub and on the drop-down menu click on Advertising. Under Add New Zip, enter the desired zip code in the box and click the search button. A new map page will appear and on the bottom of the page, a box will pop-up with the requested zip code, estimated ROI for 6 months, estimated cost per lead, average home value, and what percentage of the zip code is available, if any. Click on Select Zip to the right, and a new box will pop-up allowing you to type in your budget to determine how many leads you can expect for that amount, and how much it will cost per lead. It will also display the cost to have a certain percentage of each zip code and other agents who have purchased leads in that zip code. For more information about Zillow or anything real estate related, check out KerryKeith.com.

The Advantages of Open Houses

Mon, 17 Feb 2020 00:00:00 GMT

The Advantages of Open Houses

According to the National Association of Realtors (NAR), 7% of buyers in 2017 found the home they purchased from an open house or a yard sign. Based on that information, it may seem like open houses are not worth it, but factor in that 7% equals 385,700 homes that were sold in 2017, and according to the NAR, 45% of buyers used open houses as a tool to find their next home. If that is enough incentive to at least give open houses a try, then find out what’s the best way to attract prospective buyers to your open house, how to capture the most leads, and tips to keep you safe.

There are many reasons to do an open house and not just because your seller told you they wanted one. Open houses allow for additional times where buyers and agents can view or show the home that might not have happened without an open house, like when showings are by appointment only or when the seller or tenant have set hours for showings. If the listing is located in a gated community where it’s difficult for buyers to get in and view homes, an open house can give them that opportunity. Open houses can be a fact-finding mission to see what buyers are saying about the home and the price, and an effective tool to provide feedback to your seller. If the listing is in a low inventory, high demand area and buyers are waiting for homes to go on the market, it’s likely you’ll have a busy open house, and even more likely, an offer before the open house is over. Who doesn’t want to do an open house if that’s the scenario?

It’s no secret that open houses are a great place to meet prospective buyers and sellers. You may meet neighbors who want to see how your listing compares to their home, hoping they sell in the future, or they may have friends or family wanting to buy in the community. If you’re trying to break into a new area or community, an open house is a great way to get your name out there and meet the neighbors. If you hold open houses in the same community every weekend, people will begin to recognize your sign, and your name. Reminder: A person needs to see your name seven times before they remember you. Here are some tips on what to do and how to market the listing before the open house.

Make sure your open house is listed in the MLS. The open house will appear on multiple real estate websites that get their feeds from the MLS, and since the NAR found 92% of buyers are on the internet searching for homes, it’s certain they’ll see the listing. If it’s not your listing, ask the listing agent if they would be willing to list the open house on the MLS.
Advertise the open house in the local newspaper, if available.
Post the open house on social media sites, especially Facebook, Instagram, and Google Plus. Google Plus is important because if a prospective buyer is googling, open house Murrieta Saturday, your post will pop up, just remember to use a hashtag before those words.

Send out postcards or flyers to the surrounding neighbors.
If allowed by the community, post an Open Saturday or an Open Sunday sign on the property the week prior to the open house date, reminding neighbors and passerby’s that the home will be open.
Print enough brochures to hand out during the open house.
Compile information about the community to be able to refer to it and hand out.
Print out the active, pending, and recently sold properties in the neighborhood, or have that information available on your phone or tablet. Be the neighborhood expert.
Have a list or a map of all the other open houses happening that day or weekend in your community. And if you’re willing, provide these to prospective buyers, you’ll be a super star if you do. (Open houses can be gathered from the MLS or local newspaper listings).
Remind your seller to lock up any valuables, prescription medicine, and important documents, and express to them that you prefer they leave during the open house. Buyers don’t want to feel like their intruding and they won’t be honest if the seller is around.

Be prepared on the day of the open house and arrive early. Put out as many signs, flags, or balloons that you have, and that the community will allow. It may seem like overkill, but when directing traffic to your open house, more is usually better. It’s best to keep the home comfortable even if that means blasting the air or turning up the heat; you want the buyers to stay. Switch on every light in the house, turn on some music, and if available, have the fireplaces burning and the waterfalls running. You want the buyers to feel all the comforts of the home. Have water, treats, and giveaways available, it’s an easy conversation starter. Most buyers don’t like to sign in, and often give false information. Use an app on an iPad or tablet to get them to do it more willing, and with an app like Open Home Pro, your visitors will receive a follow-up email containing your contact information. Try offering a gift to everyone who signs up or have them enter a drawing for a gift basket or gift card. The object of an open house is; to show and sell the listing, meet and build a relationship with everyone who walks in the door, and capture the leads of those not already working with an agent.

Realtors can be vulnerable at an open house and it’s important to keep yourself safe. When possible, do the open house with another agent or lender. Make sure someone you trust knows where you are and for how long, especially at a vacant house or in a rural area. Always keep your cell phone on hand. Avoid going in basements, attics, and even upstairs or to a back room. If someone makes you feel uncomfortable, walk out front and tell them you have a call. Call a nearby family member or friend and wait for the person to leave. If they don’t leave or if you feel threatened, get out of the house and call the police.

If you’re lucky enough to get a listing then why not do everything you can to get it seen by the most amount of buyer’s by doing an open house? Most likely, you don’t know where your buyer for that home will come from therefore, cast the largest net to make sure it gets seen by all, an open house is part of that net. For more information about open houses or anything real estate related, check out KerryKeith.com.

Creating a Newsletter

Mon, 10 Feb 2020 00:00:00 GMT

Creating a Newsletter for your Real Estate Business

Newsletters are an effective way to provide valuable content to current and past clients, prospective buyers and sellers, and farm areas. Newsletters can drive traffic to a website (especially if through email), show you’re the local real estate expert, a chance to build and promote your brand, and the ability to market yourself and your knowledge of the real estate industry, and the community you serve. It’s reported that there are 3.2 billion email accounts and that 91% of consumers check their email at least once a day, so email newsletters, or often called e-newsletters, are one of the best ways to get information in front of clients.

The most engaging real estate newsletters offer some type of market recap or analysis in a specific area because every seller or buyers looking in that community, want to know about property values, how those values compare to last month, last quarter or last year, and what’s selling slower or faster. They want to know if sales and volume are up or down, what factors led to those results, and how long or how fast are properties selling in that community. When a market update is included, the more detailed the analysis the better, so that you’re able to show that you are the local expert.

Photos, graphs, and charts are visually appealing and should be included in your newsletter. Photos are used to grab the reader’s attention so that they will want to continue. Graphs or charts are a simple way to condense the information into a snapshot that readers can easily view. If a reader is interested in the information on the graph or chart, they will want to know more and will read the rest of the data.

All newsletters should include a call to action. With an e-newsletter, it can be a button with a link to a landing page or a website that can offer a free market evaluation or a place to get pre-qualified. The call to action can be as simple as the ability to share the newsletter to a social media page. If the newsletter is a hard copy, the call to action can still offer a free market analysis or a place to get pre-qualified, but it will be in the form of a website or email address where they can access the same information.

If you’re consistent with your newsletter, give your newsletter a name. The name can be the headline of the newsletter and will make it easier for you to refer to the name within the newsletter or when talking to clients, and hopefully it will create enough engagements that others will refer to the name as well. For the sections of the newsletters, headlines are important to capture the reader’s attention just like a photo or chart. Try asking a question, utilizing a number before your title like 3 Things to …, or provide some sort of urgency like Here’s a quick way to… Once the newsletter has a name and includes local market updates, photos, charts, a call to action, and headlines, now you’ll need to fill the newsletter with helpful information that will create lots of engagement. Here are some ideas.

1. Ask a question? Then proceed to answer it.

2. Offer home improvement or decorating ideas, tips, or trends

3. Local news or a calendar of local events

4. Fun facts that can be tailored to the housing market or a specific community

5. Mortgage interest rates, loan options, or home affordability programs

6. Reviews or testimonials

7. Interviews or guest experts

8. Tips on saving for a home or how to get pre-qualified for a loan

9. A comparison to rent or buy

10. Getting a home ready to sell or ready for an open house

11. Moving or relocating tips

12. A survey or quiz, if using an e-newsletter

13. Just listed, just sold, or open houses – but these should be very minimal, if used at all

For e-newsletters, it’s best to use an email marketing company where they offer the ability to create highly engaging newsletters within their platform and can end bulk emails to a contact list. Companies like Constant Contact, Mail Chimp, and Active Campaign all have these features plus much more. There are also some CRM’s, franchises, and even individual companies that offer the ability to create and send out e-newsletters within their platforms. No matter which of these platforms are used, make sure that they are in compliance with anti-spam laws so that the newsletter will reach everyone and not be spent to a spam or junk folder. Places like Mail Chimp and MailerLite offer free subscriptions, so there’s no need to send your newsletter through your own email and risk the email getting automatically spammed. Plus, most of the email marketing companies offer tracking and analytics to see how many times the page was open, how many clicks throughs to other pages or links, and who are the most active users, so the information can be used when creating the next newsletter to maximize engagements. If opting to do a hard copy of the newsletter instead or as well, they can be mailed directly or dropped off to clients, prospects, or a specific farm area, they can printed as an ad or as an insert in a local newspaper or magazine, they can be posted on social media, or they can be used in all of these medians. It’s a good idea to make extra copies of the newsletter to include in buyer and listing packets, displayed at open houses, and on hand to be able to give to prospective clients.

If you opt to use an already created template or a marketing company that offers newsletters where you just plug in your contact information, make sure the template allows for local market updates and information and the ability to personalize it as much as possible. The goal is to get the reader to read the newsletter and utilize a call to action, if it’s a generic template, it might look like spam or junk mail and be discarded.

One of the great benefits of taking the time to create a real estate newsletter is that once all the research has been completed and the information gathered and organized in one place, it can be used in different modalities and on all platforms. The photo, graph, and chart can be used separately on social media pages as a stand-alone with a caption about the market values. Pieces of the information from the newsletter can be used to create a Monday Market Update with a drip system to post the information every week on social media or via email. If the newsletter offers home or decorating ideas, a Tuesday or Thursday Tips can be created, dripping pieces of the information every week on Facebook or Instagram. Some, or all, of the information can be turned it into blog posts for the next month or two, or a video or a series of video’s where the information is given in a video format, or even create a podcast. All of these can include a link that would then take the reader to a website or pdf where the entire newsletter can be accessed. A thorough and personal newsletter may seem daunting, but providing this information marks you as the local expert. Once the work is down, you’ll be able to use pieces of it to spread through all the medians you utilize, which makes the newsletter not just a one-off piece of marketing, but instead an e-newsletter, an insert for your listing and buyer packets, dozens of posts for social media pages, blogs, videos, and even a podcast. It can be a week’s worth of work to create the newsletter, but it can easily provide three months’ worth of content.

How to Farm Successfully

Mon, 03 Feb 2020 00:00:00 GMT

How to Farm Successfully

For those Realtors® who worked in the 90’s when there was no social media or in the 80’s when there was no internet, farming was how agents marketed themselves. Real estate farming allows you to specialize in a small geographic area and it’s still a great way to generate leads, and build relationships that are the foundation of your real estate business.

If this is the first time you’re farming, you’re farming a new area, or you’re on a budget, you can start with as little as 50 to 100 homes. When your budget increases so can the amount of homes. When farming, the best place to start is where you live since you know the area and have insights into the neighborhood. No matter where you choose, you want to find a farm area that’s not already being heavily farmed by another agent or team and one that has enough turnover to warrant marketing the area. In order to figure out the turnover rate in your potential farm area, simply divide the total number of homes in the area by the number of homes sold in the last two years. Tom Ferry recommends areas with a 6% or higher turnover rate.

Farming can involve direct mail, door knocking, postcards, newsletters, email marketing, social media, websites, and more. The key to success in farming is the frequency of contacts no matter the form you choose. Postcards may seem outdated, but they can still work as long as they offer value. Whether it be neighborhood statistics, “just listed”, “just sold”, or “open house” postcards, recipes, or those that are geared toward holidays. There are tons of companies that offer a direct mail monthly campaign that can easily be set up and sent automatically to your farming area. Newsletters are also a popular and an excellent way to show your farm that you are the neighborhood expert. Sending a monthly or quarterly market update of the community to its owners not only shows that you stay aware of the neighborhood’s sales activity, it provides residents with something of value that they’ll look forward to receiving on a regular basis.

Door knocking doesn’t necessarily mean you have to knock on doors if you don’t want to. It means getting out to the neighborhood, passing out or leaving marketing materials, and introducing yourself to the neighbors you meet. Make sure you know the market statistics because the question you will get asked most often is, “how’s the market?” You want to know how many homes are currently on the market in the neighborhood, how many pending, how many sold in the past month, six months, or year, average sold price, and the average days on the market from active to sold. This information should always be readily available.

Open houses are a cost-effective way to get your name and yourself seen, attract buyers, and meet the neighbors in your farming area. Owners who are thinking about selling, like to check out open houses in their neighborhood prior to putting their home up for sale. If you don’t have a listing yet in your farm, reach out to an agent who does and ask if you can do an open house for them. Once you do get a listing, hold an open house as much as the sellers will allow to not only to try and sell your listing, but to show the neighbors your determination and commitment.

Email marketing is one of the best ways to reach your farm, the only difficulty is obtaining the email addresses. To gather email addresses, include your website on all your marketing materials and have a place on your website where they can sign-up for your email newsletter. Having sign-up forms at the events you do in the neighborhood is a great method where owners call fill-out their information. Offering a drawing helps motivate them to actually want to fill out the form. Whether you meet neighbors by direct mail, at an open house, or at their front door, it’s crucial to always ask for their email address to be able to provide them with regular market and neighborhood updates.

As the neighborhood expert, you need have a neighborhood Facebook page that will allow you post announcements about the area, stay in contact with past clients, connect with new potential clients, and create event pages. Follow all local restaurants, businesses, and communities and share events that pertain to your farming area. Make sure when using hashtags in any of your posts to tag the area you are farming. You can also create Facebook and Instagram ads that only target the people in your farming area.

Creating a website, and a domain name, that is specific to your farm will show that you are the neighborhood expert. Post things of value on the page such as; just listed and just sold links, open house invitations, and other community events and information. Be sure your website reflects the area, your brand, and your expertise. Include a home search function or IDX so visitors can search for homes. The website should feature videos and photos of the neighborhood and local amenities like nearby shopping centers, schools, parks, trails and more.

Videos are essential in staying current and can be used on your social media and website. Try interviewing local experts, do community tours, and preview new listings in your farm. Create a video blog and talk about community events in the neighborhood, market update, or tips. Photos are the perfect way to capture local events, restaurants, or brag about local school sports teams. Don’t forget about drone videos and photos of the neighborhood to add to your website and social media pages.

Cold calling has also changed throughout the years and when calling on your farm, your hope is they’ve already received at least one postcard from you, a newsletter, and seen an open house sign. When calling owners in your farm, invite them to an upcoming open house, tell them about a recent sale that is similar to their home, or talk about the real estate market in their neighborhood, don’t forget to ask them if they have any interest in selling in the next six months. The more you farm the area, the more your call will be a warm call instead of cold.

There are so many other ways to market to a farm. Below are a dozen marketing ideas to try.

· Sponsor community events, school fundraisers, or sports teams, or something as simple as the semi-annual garage sale for the neighborhood.

· Get a booth at a local farmers market where you can hand out your newsletter, giveaways, and talk to the neighbors.

· Partner with a local lender and farm the area together.

· Reach out to your local home warranty rep, termite company, or home inspectors and ask if they have any marketing materials that they would be willing to provide then you can attach your business card and pass them out.

· Tour all the homes that comes on the market in your farm. Nothing screams “expert” like an agent who can rattle off the features and drawbacks of any address or know the newest listing and the latest sale in the neighborhood.

· Join the chamber of commerce and attend the mixers and other community events. Bring printed marketing materials, not just your business card, to make sure they remember you.

· Go to local meetups to meet local business owners, community leaders, and people who share your interests. Go to MeetUp.com and discover how you can get involved in the area you’re farming.

· Attend city planning meetings to keep up-to-date on any zoning changes or new developments.

· If the farm area is located in an HOA, attend HOA meetings (if allowed) and meet owners. Plus, you’ll have the ability to talk about or use the information you gained on your website or social media pages. If the HOA puts out a newsletter, find out if you can include an ad in the newsletter or ask if you can write a column for the newsletter about the real estate market.

· Go to local concerts in the park and if allowed, sponsor the event with branded popcorn bags or water bottles.

· When dining at local restaurants, take photos, meet the owners, and post on your social media and neighborhood website.

· Be an expert in the neighborhood’s amenities so you’ll know which park is the best for kids, dogs, or parties, when the farmer’s market is being held, any updates on schools or local businesses, and the calendar of events.

No matter what you do, your message must provide value and you must be consistent in what you send or pass out. If you know the neighborhood real estate market, be at all the community events, and do open houses then your farming will be successful.

Personal Branding for Real Estate Agents

Mon, 27 Jan 2020 00:00:00 GMT

Personal Branding for Real Estate Agents

Every real estate agent is a brand, it’s your reputation, it’s your unique combination of skills, and it’s what sets you apart from the competition. Everything you do and put out should be to build and promote your brand, and that means that you should be producing content every day in all medians including; websites, video, audio, social media, direct mail, events, and sponsorship's. Branding is the most effective way to get people to associate you with your real estate business and to be on their minds when the need to buy, sell, or have a referral. Branding helps you build loyalty and create longevity for your business.

How to stand out from the pact is to first, know your clients and your marketplace. The geographic and demographic data for a specific area will help you realize what kind of brand you want to utilize for that area. Now, become an expert and learn your area by knowing the statistics such as; how many homes are on the market at any given time and the current inventory, the average sales price and how many days on the market it takes to sell a home, and the highest and lowest recent sale. You can also choose to have a niche within that market whether that be working with veterans, being a first home buyer’s specialist, working horse property, or specializing in the luxury market. Having a niche will allow you to differentiate yourself from the competition and where you can build your brand even further by becoming an expert for buyers and sellers within that niche.

You are the brand. Once you understand your core message, create an easy searchable company or team name, have a unique logo, a catchy slogan, and an eye-popping color scheme, the next thing to do, and really the most important thing to do, is to produce content. Produce, produce, produce then get it out as much, and as often as you can whether that be on social media, advertisements, direct mail, website, or farming. Keep your branding consistent through all channels to offer better awareness for people to recognize you and your message.

When promoting your message, it needs to appeal to the emotional side of people because trust and commitment are based on how a person feels more than what they are thinking. A real estate brand allows people to get to know who you are and the power to build trust that leads them into wanting to work with you. If you’re new to the industry or haven’t had a listing, or the sales to promote, branding is a perfect way to offer credibility that can highlight your expertise. Make sure your message is unique and creative, let whoever is reading or watching it to want to interact with you. Be relevant by providing information that others need or want to know about. Show your passion through your commitment and humor in your posts or hashtags. Whatever your message, you have to be consistent to develop a cohesive message that you provide and offer every day.

Social Media is an incredibly useful tool, and free median, that will allow you to reach and interact with followers. Where it makes it possible to educate and inspire your followers while building your brand. It’s the perfect median for conversation not just an avenue for broadcasting. Promoting your brand means posting and interacting with followers through photos, videos, audio, or valuable information every day, with a clear message of who you are and your area of expertise. You can create unique videos that can be utilized on Facebook, YouTube, and your Vlog, and you can also use an abbreviated version of the message for Twitter. Audio has become very popular and can be used on Podcasts through places like SoundCloud or Spotify. A blog is another avenue where you can engage with prospective buyer and sellers in longform offering information about local events, the buying and selling process, or provide local resources. You can also link your blog to your website or social media posts. Fun recipes, home décor ideas, or cleaning tips are great for Pintrest. After creating and posting content on social media, then it’s time to connect with those who’ve liked or commented on your post to continue the conversation. Sharing posts or direct messaging someone who offers content you like, or within your market area or niche, is another way to engage with your followers. Don’t make the mistake of just posting without the interaction.

Videos or strong photo posts can be used on ads through Google Adwords or Facebook and Instagram ads. Direct Mail, whether it’s postcards, newsletters, calendars, coupons, seeds, recipes, or market updates is a valuable way to reach your target market and keep your brand in front of them every month. Newspaper and magazine ads still work, especially if the venue is local to your market, but make sure the ad is unique so that it stands out. If you’re in a larger market or have a larger budget, billboards, bus benches, and shopping carts are a great way to stay local and display your brand to a considerable number of people and a chance to stand out. Your website is an essential part of your branding because it provides a place where all prospective leads can convene to find more information and ultimately, be converted into a client. Don’t forget to add your photo to everything including; your business cards, signs, advertising, newsletters, posts, videos, and website. Utilizing your photo is not about vanity, it’s about promoting your brand, and your photo is a big part of your brand… it’s how people recognize and associate with you.

Whatever logo, slogan, market, niche, or median you use be authentic, be the real you because that’s what people will respond to the most. Building your brand around what you’re most excited about will also come through in your messaging. The more content you provide, the quicker you’ll figure out what’s getting the most feedback, where you’re being seen the most, and where you should be putting additional effort toward. Being a successful real estate agent is a long game and the way to win at personal branding is to put in the hours, utilize every median (especially when they’re free), deliver unique content as often as possible, and be consistent in building and promoting your brand.

Planning your Real Estate Budget for 2020

Mon, 20 Jan 2020 00:00:00 GMT

Planning your Real Estate Budget for 2020

The year has begun and if you haven't already done so, it's time to start planning and budgeting for 2020 for your marketing, advertising, and operating expenses, and determine your sales goals for the next twelve months. Real estate is unpredictable, the not knowing when a transaction will close and how much money will be earned, that’s why budgeting is important. There could be months where there’s no money, and others where there’s more than enough then it’s spent on things that don’t provide the best Return on Investment (ROI). When budgeting, it’s helpful to use accounting software like QuickBooks, a smartphone app like Mint, or create or download a spreadsheet for Excel that will allow you to stay organized. The first steps in any real estate marketing plan is assessing past performance and making realistic predictions of where your business will be by the end of next year, and to do that you have to know how much money is available for your plan.

To create a budget for your business, begin with writing down your sales for the past 12 months (or use 24 months if the two years sales varied significantly), determine income received from those sales, know your personal expenses, and calculate your business expenses by figuring out how much was spent over the past year including dues, advertising, leads, rent or desk fees, vehicle costs, insurance, etc. Don’t forget to include taxes paid for real estate income. Break down each expense into fixed and variable expenses. E and O insurance or rent are examples of fixed expenses, giveaways or ads are variable expenses. It’s helpful to break down fixed and variable expenses further into subcategories like, supplies, advertising, and vehicle expenses. If you’re a new agent and don’t have sales or a year’s worth of expenses, then begin with projected expenses and sales and plan accordingly.

One of the biggest mistakes’ agents make is not having a budget, a marketing plan, or enough money set aside to run their real estate business. Another problem is using the small amount of money set aside on one or two newspapers ads or postcards campaigns, with no ROI. When trying to farm or hit a specific area, it usually takes more than one or two times to get any name recognition. The Rule of Seven applies, and if there’s not enough money in the budget to hit the area or an advertising venue at least seven times, then it might be better to spend the money elsewhere, like participating in a local event and having giveaways, doing an open house and creating a Facebook ad for the open house, or pick a smaller farm where your budget will cover reaching out to them at least seven times.

Once your budget of income and expenses have been calculated, it’s time to figure out the return on your investment. It’s imperative to keep track of where your clients are coming from, whether it be newspaper ads, home magazines, social media, farming, open houses, local events, or paid leads. If money was spent running an ad and no business came from that ad after a determined period of time or after the ad had been revamped, then it’s time to stop running it. If your clients are coming from farming, then ramp up the money into your farm, or expand the farm. If you pay for leads and most of your business comes from them, that’s where you need to spend your money. Don’t guess on where you’re getting your clients, it’s important to have this information so that you know where and how to spend your money. Feel free to experiment with new marketing and advertising ideas, but don’t spend twelve months trying to see if it works. Give It three months then evaluate the new expense and see if it’s providing enough ROI to continue, or if it needs to be changed to be more effective.

Here are some quick budgeting tips:

1. Review your budget quarterly to stay on track and provide a clear view of expenses and ROI. Don’t be afraid to make adjustments throughout the year.

2. Pay estimated quarterly taxes or deduct 15% - 20% from your commission and put in a separate savings account for your taxes. If you have a slow March or April, you’ll be thankful your taxes are already covered.

3. Avoid using credit cards or obtaining a credit line to finance your business. It may seem like a good idea when things are slow, but it’s better to cut variable expenses until business picks up then rack up debt and pay interest on it.

4. Start a reserve fund as soon as possible for unexpected business expenses.

5. Don’t count your commission until the check has cleared. This means, don’t spend your commission before you have it. Ask any seasoned Realtor and they’re sure to have a story where they had a deal fall out the last week, or even the day it was supposed to close.

6. Utilize social media, open houses, floor time, door knocking, obtaining reviews, blogging about your local market, cold calling expired listings or FSBO’s, or participating in local events with no admittance fee: They are all free.

Creating sales goals by assessing past performance and making realistic predictions is the last, and probably the most important aspect in determining a budget and figuring out where you want your business to be by the end of the year. This can be accomplished by calculating the amount of income you’d like to earn for the year, knowing the total transactions you’ll need to close to meet those income goals, determining the number of leads you’ll need to work based on your close rate, and how much you can spend to reach each lead. This information is instrumental in running your real estate business because you need to know what you’ve done in the past to know how to move forward and achieve your goals in the future. Having your own business has tons of benefits, but it’s crucial to have a budget to set clear expectations, limit surprises, and ensure the longevity of your real estate business. Happy 2020! For more information about this or anything real estate related check out KerryKeith.com.

Tips for a Successful Year in Real Estate Part #2

Mon, 13 Jan 2020 22:05:47 GMT

This is a subtitle for your new post

Tips to Have a Successful Year in Real Estate – Part 2

1. Technology – Real estate agents who want to gain an edge on their competition can use technology to help market their business and run it effectively, and with success. Every agent needs a website with a search engine optimizer (SEO), a customer relations management system (CRM) that allows the agent to keep track and follow-up with all clients and leads (Top Producer or Realvovle), electronic signing capability (Docusign), calendar and task management (Calendly), a strong presence on social media platforms (Facebook, Instagram, and Pintrest), video apps (Clips or Animoto), ads online and social media (Adwerx), a blog with consistent content (Blogger), a transaction management system (Dotloop), email campaigns (Mailchimp or Constant Contact), marketing resource (Canva), and file storage or sharing (Dropbox or Google Docs). Choosing the right technology will provide more leads and will keep an agent on task and organized.

2. Video – Videos are an effective way to capture attention, promote brand awareness, and increase conversions. Videos can be created on a smart phone and posted directly on a website or social media page. They can be used to connect with followers, past clients, local community, and prospective buyers and sellers. Examples include; virtual tours, aerial views of a community, market updates, video testimonials, intros to a website or social media page, just sold videos, announcements, or question and answers on the home buying or selling process. The more video is used, the easier it’ll be to master the art, and build a real estate brand and business.

3. Maximize Zillow – An agent needs to have a completed Zillow profile to stay competitive. This includes an About Me section with contact information, agent photo, bio, service areas, specialties, links to a profile video, social media accounts, website, and blog, and that all past sales are confirmed and posted. An agent will need at least five reviews to get the green star next to their name and to get maximize exposure for prospective buyers and sellers.

4. Blogs - Blogs should be part of a real estate agent’s online presence so the agent can share information and become a resource for buyers, sellers, and homeowners. Blogs can have a mix of evergreen content that is relevant and interesting and does not become dated, and topical content, which is more current and relevant. Photos or graphics are key and the more useful the content and time put into creating and maintaining the blog, the more likely it will be read and shared, and the more the agent will be recognized.

5. Buyer Leads - Whether an agent gets leads from repeat business, referrals, open houses, or they buy leads; leads are what grows a real estate business. Floor time, open houses, online presence, events, and advertising are ways to get buyers. Agents can also purchase buyer leads from the dozens of websites where an agent either buys a portion of a zip code or buys a specific number of leads. The most important thing to remember with all leads, is to respond as quickly as possible to every contact and to continually follow-up.

6. Seller Leads - Seller leads come from repeat business, referrals, advertising, a strong online presence, expired listings, for sale by owner listings, cold-calling, and farming. Repeat business and referrals through word of mouth or recommendations come from excellent customer service and continual follow-up with past clients. Follow-up and farming can include market updates, newsletters, just listed and just sold, appreciation gifts or parties, or holiday announcements that can be accomplished via email, direct mail, social media, drop-bys, or target advertising. The key to seller leads, especially in a specific community or neighborhood, is to become a local expert. Listings are key to any real estate agent’s success.

7. Marketing Plan – A marketing plan should provide details on what steps the agent will take to get the client’s property sold, They can include whether the agent will offer professional photos, drone photos, or a video, places the home will be marketed and advertised like online websites, newspapers, magazines, or social media posts or ads, email marketing or blasts, open houses, or print materials such as; brochures, postcards, door hangers, or flyers. Besides price and commission, sellers want to know what their agent is going to do to get their home sold and how they will communicate with them.

8. Listing & Buyer Presentations – It’s important for an agent to be prepared when going on a listing appointment with a listing presentation whether in print, power point, or video. The agent should know all the details of the property, the sales history, and the condition. A listing packet should be provided after the presentation and include a detailed comparative market analysis (CMA), a marketing plan, samples of the agent’s advertising, information about the agent and the company’s achievements and awards, information about the selling process, and a listing agreement. A buyer packet should include information about the agent and company, printouts with photos of the homes the buyer will be shown, information about the local community, and the buying process. Buyer packets can be provided when meeting a buyer for the first time or at an open house. It’s a good idea to have the listing presentation prepared beforehand and to have five to ten listing and buyer packets ensembled so when a call or email comes in, the agent’s ready.

9. Open Houses – Open houses are a cost-effective way to break into a local community, get their name recognized, obtain buyer and seller leads, and allow listing agents to see what buyers are saying about the home and the price to provide feedback to the seller. The open house should be listed in the MLS, can be posted and advertised on social media, postcards or flyers sent or dropped off to surrounding neighbors, enough brochures to hand out, information about the community, buyer packets, and recent comps. It’s best if the seller is not present during the open house, but try to do the open house with another agent or lender, and take precautions to stay safe.

10. Referrals – Referrals are essential for repeat and new business. The best way to get referrals is to provide excellent and consistent services to clients, demonstrate appreciation such as thank you cards or closing gifts, maintain relationship with clients and leads with continual follow-up, and give away branded materials. Referrals from other agents can be achieved by having a strong social media presence, joining real estate groups off and online, and networking with other realtors.

11. Continuing Education - The best way to stay up-to-date with changes in the industry is through continuing education. Take advantage of office trainings, trainings at the board, or franchise offered trainings. There are dozens of designations that agents can obtain by taking specific courses to become a specialist like a buyer or seller’s agent, a short sale and foreclosure expert, a first-time home buyer or senior expert. Designations are a way to make an agent’s services stand out and help a specific group of buyers or sellers.

12. Accountability - Mentorship - Coaching – Accountability is key to any real estate agent’s success whether that’s with a mentor, a real estate or life coach, or an accountability partner who are all excellent resources where an agent can ask questions, get different perspectives, or learn new ways to get leads or stay connected with clients. Every agent wants to grow their business and a coach or mentor can help an agent stay on track, identify weaknesses and strengths, remain motivated, and master the skills to become a top producing agent.

Tips for a Successful Year - Part #1

Mon, 06 Jan 2020 00:00:00 GMT

This is a subtitle for your new post

1. Goal Setting – Goal setting is important for all real estate entrepreneurs who want to succeed because goals give you a way to track and measure progress. Creating sales goals by assessing past performance and making realistic predictions is an important aspect in determining what an agent wants to achieve. This can be accomplished by calculating the amount of income an agent would like to earn for the year, knowing the total transactions they’ll need to close to meet those income goals, determining the number of leads they’ll need to work based on close rate, and how much the agent can spend to reach each lead. Setting goals that are specific, measurable, actionable, realistic, and time-bound is a sure-fire way to lock in success.

2. Create a Budget - Real estate is unpredictable, the not knowing when a transaction will close and how much money will be earned, means a budget is key to maintaining enough funds throughout the year to pay all expenses. A budget is created when an agent assesses past performance, calculates their expenses, and creates predictions of where the business will be by the end of next year. It’s also important to have a marketing plan with estimated costs and enough money set aside to cover those expenses.

3. Time Management – Prioritize tasks each day and week, develop a routine, utilize time blocking to complete tasks, automate tasks when possible, set specific times to complete tasks, delegate, hire an assistant, or join a team to share the workload. It’s important to determine what tasks bring in the most income and spend more time on those than others.

4. Have a Niche - A niche is a real estate service that appeals to a small section of potential home buyers or sellers whether by demographic, home type, location, or real estate experience of the buyer or seller. Having a niche sets the agent apart from the competition and allows the agent to build their brand and specialty to that group and hone their marketing and expertise to that specific group.

5. Become a Local Expert - Being a local expert means the agent must know the market and know the businesses, schools, and events within that community. It’s a good idea to follow local pages or groups on social media and share those events or news on the agent’s social media pages or their website. Agents can also post community announcements, share local events or news, and post market trends in the area. Advertise in a local newspapers, magazines, or online pages. Participating in local events, volunteer, or hold open house, these are effective ways for an agent to meet owners and learn more about their community.

6. Create a Farm - Farming or GeoFarming is when an agent chooses to specialize in a specific area and become the local authority in that real estate market. It allows an agent to establish their brand and centralize their listings and sales in one geographic area. This is achieved through consistency, efficiency, expertise, and tools such direct mail, postcards, newsletters, door knocking/dropping, email marketing, social media pages, websites, local events, and community involvement. The number of homes doesn’t need to be large, the key to success in farming is the frequency of contacts no matter the size or form.

7. Personal Branding - Branding is the most effective way to get people to associate an agent with their real estate business, and to be on their minds when the need to buy, sell, or have a referral. Branding helps build loyalty and create longevity. Be consistent through websites, video, audio, social media, direct mail, events, and sponsorships. Being a successful real estate agent is a long game and the way to win at personal branding is to utilize every median, deliver unique content as often as possible, and be consistent in building and promoting the brand.

8. Utilize a CRM. A Customer Relations Management System (CRM) allows an agent to manage and keep in contact with current and past clients and leads. It allows an agent to keep track and follow-up with clients and leads. An agent can manage their calendar, take notes, keep track of their pipeline, prioritize leads, and analyze performance. It’s key in developing relationships, consistent follow-up, and earning repeat business.

9. Website - A website is a place where buyers and sellers can look for information, the agent can capture leads, build their personal brand, showcase specialties, share reviews, and a place to show off their local expertise. It should have photos, video tours, the ability to search properties, landing pages, a home valuation tool, interactive maps, neighbor information, and social media links.

10. Online Presence – Having a strong online presence means having a detailed website, social media pages, a blog, videos, and lots of content being put out on these platforms on a consistent basis. It also means interacting with followers on social media pages and providing entertaining and informative content. Buyers, and specifically sellers, log onto social media pages to evaluate the agent’s presence and how they market their listings, and is often a determining factor when deciding on an agent.

11. Newsletters – Newsletters are an excellent source to reach clients, leads, and a local community, drive traffic to a website, promote listings, and gain interactions. Monthly, quarterly, or yearly newsletters can offer a market recap for a specific area, real estate trends, home improvement tips, or decorating ideas Newsletters can drive traffic to a website, demonstrate local expertise, and a chance to build and promote the agent’s brand whether through email, direct mail, or on social media.

12. Return Calls or Emails Promptly. Responding within two minutes to an inquiry can increase lead conversion by 400%, according to the CAR. It’s also reported that consumers expect a response from their agent within one hour or less and only 36% actually meet this deadline, providing an opportunity to capitalize on all leads, and keep the clients you already have. Answer or return all calls and quickly as possible to make sure the contact doesn’t call another agent.

13. Follow-up – Follow-up is key to stay in touch with current and past buyers and sellers, leads, a farm, and contacts. Follow-up can be achieved via phone call, text, email, door dropping, drip campaigns, direct mail, email marketing, or gifts. An effective follow-up plan will guide an agent in nurturing their contacts, remind their clients that they’re still in the real estate business, and the easiest way to turn clients into future business.

14. Reviews - Asking for reviews should be included in every agent’s marketing plan either in a drip campaign, by email, or in person. Reviews are an excellent way to show prospective clients’ success, dedication, and expertise. While most agents get their reviews from various platforms such as Zillow, Realtor.com, Yelp, or Facebook, it’s best to gather all of these reviews and add them to the agent’s website and share the link on the social media review pages.