7 Creative Ways to Get Seller Leads

7 Ways to Build Your Real Estate Seller Leads

How can you improve your lead prospecting and get more leads? You could use lead generation companies, advertise on Google and Facebook, use predictive analytics for realtors, or shadow other agents and steal their clients. Each of these has its drawbacks, some frustrating and some painful.

One expert I listened to recently in a Youtube video advised realtors to build diverse lead channels and be consistent at it, day in day out, and set aside 15% of your total sales commission revenue for marketing.

Image courtesy of merchant.iitc.ie

He’s suggesting real estate agents use many online and offline channels and perhaps funnel them all to your website where you can deepen the relationship with as many as possible. Then at some point during this buyer/seller experience you give them a good reason to call you right away where you can move them to the face to face, in person meeting where you establish a sense of trust and capability with them. I like that.

But getting seller leads is tough. Even buyers don’t want to meet with you until they’ve made up their mind what they want to do. And how do you present a better value proposition to sellers? Do you offer cash back, referral fees, prizes, reduced commission, or other goodies?

The new stat out apparently, is that you must meet 50 people before you get a client, down from the old days of 100 contacts. So you might want to get into a jovial mood and start introducing yourself to everyone. If everyone starts avoiding you, then you can always start digital marketing with me:)  I won’t avoid you, I’m a real estate SEO specialist and I’ll listen to all your stories and give you a proposal on how to get rich.

So let’s get on with this digital marketing thing, because one way or another, you need to be highly visible online and then find a way to meet all these people in person. It’s worth it, and with all the data mining and predictive algorithms used for social media listening, you can find prospects that show all the signs of wanting to sell. Everyone’s rushing into it so don’t be the last.

No doubt you’ve learned that a lot of sales and marketing has been transformed into inbound marketing and your website is usually the endpoint of that seemingly passive, new approach. So what can you do with your web presence and your personal skills to present an ideal image to buyers and sellers out there. Here’s 7 key ways to make you the person they’re all talking about.

  1. Provide unique information they can’t get anywhere else and be an expert or Big Kahuna in a local area. A monopoly is the oldest goal in business and don’t forget it. Monopoly is at the root of huge wealth and always will be. Be the guru of something and be the missing piece of the puzzle so they believe they have to hire you.
  2. Choose a geo or demographic market to focus on so you can dominate it. Find a neighbourhood that has the type of people who typically respond well to you in person. Don’t go for young millennials if they don’t like you or trust you on sight. It might be your clothes, haircut or the way you walk and talk, but that’s you. Some agents focus on lifestyles since building one common interests is a great way to get conversations started, often you speak the same lingo. Create a physical presence in that market and ensure your realtor branding and website content reflect their values.
  3. Make high quality videos to make an impact visually and get yourself in front of prospects. Introduce yourself and a beautiful home you’re selling just as a way of showing how you look in action. Get relaxed and have the camera follow you. Remember to really like yourself first. You are worth knowing and they’re lucky to meet you.
  4. Be social — think about places you can meet people, get active in many activities and engage them in conversation. Do more and work on doing more. Play some golf, tennis, attend some meetups, and make social time a big priority. And think about the things you like to talk about and others will feel your enthusiasm no matter what it is. Get them to ask you about the market and talk about positives and negatives and when they ask you “is this a good time to sell” say “It depends.” Then you’ve got them immersed in all the issues you can help them with. Brilliant.
  5. Huge volumes of leads expire– follow up before someone else does. Give them an incentive to stay in touch, and to meet with you to discuss ways you can help them. Ensure you have a number of new things to help them with, even if it’s inexpensive landscaping or roofing contractors.
  6. Play up your open houses — and get lots of signs out in that neighborhood. Then walk the neighborhood and leave your custom logo usb stick with files will take them to an online contest on your website! Oh ya, give them an adventure and they’ll be talking about you.
  7. Create a big presence online with a well indexed mls idx website and lots of properties for visitor to easily peruse. And make sure all your city’s MLS listed property pages on your site are indexed in Google. Most site do not have them, so you need to talk to me about all that online stuff. Create some active social media accounts and be active. You never know when a tweet or FB post creates a ripple and creates a lead. Original humor, pets and kids, and fun food recipes are much shared online. Buyers, sellers, and homeowners are all online and you must get your face and name in front of them. Build your online presence to be as powerful, authoritative, helpful, friendly, likable, trustworthy and capable as possible. Repetition and familiarity go hand in hand. People trust people they know.

Now you’ve got the fundamentals of a powerful multi-channel lead generation and presence builder that’s going to spread the word about you. Your blogs, tweets, and FB posts will put you front and center in the lives of your niche target audience. Your social and professional in person activities keep reinforcing the idea that you’re very helpful and they’ll be keeping more of their money (and selling above asking price) if they hire you. You’re entering their lives as a respected friend and advisor and they’ll be glad to be associated with you.

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10 Powerful Tips for Home Sellers Who Must Have the Best Price

Number 1 Priority: Get the Best Price for Your Home

Chances are if you’re looking at the housing market stats or the MLS listings, it’s because you want to time the purchase or sale of a home — yours. It is a great time to sell, where once in a lifetime fortunes will be made. But your mind is made up, you’re going to sell your current home, and trade up, or move to a better neighbourhood. You’re looking ahead to a better life.

Homes for sale are scarce, but it won’t be like this forever.  We’re at a dicey point in the housing market right now. You’d be very wise to begin your plan and strategy to sell your home for the maximum price.  Why the maximum price possible using a strategy?  Because your home is the biggest financial asset you’ll ever possess. It’s a real estate investment that could launch your life into a beautiful direction. Put a little mindful effort into this.

Please don’t tell me you’re “Content” with the status quo, because we all know how temporary that is today. Nothing and no one is secure anymore. Contentment is a fool’s paradise.

[bctt tweet=”Get the Best Price for your home isn’t guaranteed. Get tens of thousands of dollars more, and get your real estate agent for free! #tips” username=”@gord_collins”]




Graphics courtesy of learnairbnb.com
Graphics courtesy of learnairbnb.com

If you’re also into real estate property investment opportunities, the tips here apply equally. It’s all about make your next real estate transaction work out with a positive return. Why should put up with losing money? You need to cover the agent’s commission and all the fees and taxes and more, so you’re going to need a good selling price.

You Need a Good Solid Selling Price You can Focus on

You’re looking for proof of your home’s value and how you might get the very price on the sale of it. That’s fine. You should get the best price in a market driven economy. Will you get the best price using a local agent you saw on a garbage can in Los Angeles or the backend of a San Francisco trolley car? Or is it better to visit realtor’s websites and get to know them first? Don’t finagle about realtor’s commissions because a good one is going to get you tens of thousands to hundreds of thousands of dollars more in San Francisco Bay Area. It’s a sellers market with a great forecast.




You want to improve your life and you need emotional justification for getting a selling price and begin figure out the when of the move. With a little study of the market and realtor marketing strategy, you feel you’ll be more on top of this transaction. Completely understandable because a home sale is a rare event and it’s your huge fortune on the line.

I Don’t Want to Talk to An Agent

At this point, you don’t want to talk to an agent because you’re not sure what you want, so how can you tell them? The good agents know this and they’re going to present lots of options in neighbourhoods, home styles, price points, and amenities and carefully gauge all the things you want. Some will ask you that on their website.

Why don’t we speed up the process of you understanding what you want to buy and how you can sell your home for the best price? That’s the complete transaction for you. Your goal is to get the maximum amount of money for your home, or get a big mortgage loan, and then search for the perfect home for you.

The Best Home Selling Tips Possible

  1. Find an agent with good character and personality, who can reach more buyers — do an audit of their online marketing because 90% of buyers go online. Is their online material all about them or all about helping customers? The Real estate agent’s linkedin profile will show how many connections they have created, and their Facebook account will tell you about their ability to engage prospects, and their twitter account will tell you how active they are online. Their presence on Google search will tell you how much reach they have to buyers searching online. (type this into Google site:http://therealtorswebsitedomain.com (or .ca ). Basically put site: before their domain name and click search! Google will show you how many pages of that realtor’s website they have listed in their index. If they have 26 pages listed, that’s not good. If they have more than 2000 pages indexed, that’s good). Check their testimonials and do a Google search of their name. Seriously, check them out – don’t hire an unknown stranger even if you saw their face on the back of a bus.
  2. Ask them for a report on their sales activity — what was listed price and what did they sell it for
  3. See how many homes they are the listing agent for right now
  4. Certainly get comparative evaluations of many homes in the neighbourhood
  5. See how the agent sells homes, such as how good is the photography and have they done videos, and is the layout of listings on their website attractive and easy to read
  6. Ask them how they would improve the appearance or curb appeal of the home
  7. Fix or renovate anything that is awful in your home or property – and a realtor can tell you what’s unacceptable in your home which will drive the price down
  8. Make buyers feel comfortable and special by cleaning up your driveway and walkway areas. put in some shrubs and ornamental trees to create a visual break between the house and the street
  9. Have your home professionally staged so it looks perfect for buyers – move most of your stuff to a storage area or rent a portable storage bin for the backyard.
  10. Clean the bathrooms and the kitchen so they’re spotless — replace the toilets and worn fixtures – buyers don’t want that stuff!

Selling Strategies and Tactics Galore!

If you’d like to learn more about how to get your realtor to sell your home over asking price, why you need a real estate agent,  what skills good realtors possess, and which cities have the best selling prices, I’ve got a blog post for that!  Yes, the real estate forecast across the US is very good for a while. Even if prices in your neck of the woods isn’t rising, I’m predicting you’ll be a big winner when you sell.

Important Links: Los Angeles Real Estate Marketing | LA Housing Forecast 2017 | TREB Market ReportSan Francisco Real Estate Marketing | San Diego Housing Outlook | Top Cities to Buy Income Investment Property | Vancouver Real Estate |  Smartzip Predictive Analytics | Prospecting Tips | Realtor Branding | Housing Predictions | Toronto MLS | SEO Expert  | Top Real Estate Lead Generation Sources | How to Pick a San Francisco Real Estate Agent | York Region Real Estate Forecast | San Francisco Market Predictions

Real Estate Agents – Find A Realtor in Your City

2 Million Real Estate Agents and Counting

Close to 2 million people are involved in selling and buying real estate in San Francisco, Los Angeles, San Diego, Seattle, Sacramento, or San Jose, and that number continues to grow.  Real estate is a hot sector as the housing market grows. Finding the right realtor for you is a lot easier now. In fact, there is a service that matches you with a real estate agent with your preferred personality traits.

Sam McDadi sells over 700 homes a year. That tends to create some believers in the BIG Kahuna
Sam McDadi sells a lot of homes via 30 agents, but will he be selling your home himself?  Screen capture courtesy of Mcdadi.com

Personality aside, it’s usually character, skill, experience, good judgement, communication, and intent that are the key traits you should be looking for. And there are agents who are professionals and have your best interests at heart. You just have to find them.

Before you choose an agent from Remax, Century21, Coldwell Banker, Sothebys, Keller Williams, Homelife, Sutton Group, and the other big brokerages, continue searching on Google as you’re going to get an idea of who is available and what their strengths are. If they don’t tell you on their website, then there’s not much reason to hire them.

Search on Google for A Worthy Realtor

Type in: homes for sale + your city name, to see who is at the top of the rankings in your city or residential area.  With this search of homes for sale in Malibu, California, shown below, 2 top realtors come up. Cortazzo and TheAgencyRE have risen because people either like them or respect them. The others are just major brand brokerage sites who are present in the search results only because their individual agents link their websites to the broker site — so that’s not a legit vote from customers, and Google needs to improve this part of their algorithm.

The point is that realtors who try to get top rankings put in an effort and their websites are visible to home buyers and home sellers. They’re proving to you that they are serious about marketing. It’s a strong sign of effort, honesty and competence. Hopefully, they’ll have a sizable social media presence too and aren’t just using Google ads or Facebook ads to gain visibility which could signify laziness.

A high ranking realtor has to work very hard to get that top ranking — so Google’s telling you something.

Chris Cortazzo Realtor

Look for those who the needed skills in the specific housing market you’re looking to buy in and that they demonstrate good negotiating skills. Big brokerages will pawn you off to some agent where you hope you’ll get good service and results.

Real estate agents in the US are licensed by their state and provincial realtor associations which are in turn associated with NAR and CREA.  These organizations own the MLS (multiple listing service) listings which are managed locally by MLS associations such as CAR, TREB, SDAR, SFAR, GVREB, ARA, GBAR, PAR, and others throughout the US and Canada.

How to Choose a Good Real Estate Agent

hans
Is the “Sold Over Asking” tagline obscuring the rest of the realtor’s value proposition to you?

Unfortunately, there are incompetent, lazy, ineffective, agents who may have little integrity and it would be unfortunate for you to get matched up with them. If you’re a senior who needs help with selling your family home to buy a condo, there are realtors who may bilk you and could trick you into a bad contract. This happened to one of my friend’s mother, a brilliant woman in her day, but the realtor was successful in getting her to sign a horrible locked in contract at 6% commission. She said she thought the realtor looked trustworthy and sounded very professional. The realtor knew she was elderly and should have been careful with any negotiations and given her time to consider.

Relying on brokerage brand reputation or the agent’s appearance isn’t a reliable method of choosing the best real estate agent for you. A cordial, flawless presentation could mean their very practiced in misleading as the realtor in the above story highlights.

How To Choose the Right Real Estate Agent

Their awards, accreditation, references, testimonials, and nice photograph are enticing, but you’d better have a checklist of items and questions to go through such as these:

  1. Do you know them and have you had previous conversations with them?
  2. Do you feel trust and confidence in them?
  3. Do they show that they’ll take care with you and lead you through the whole process patiently?
  4. Do they have a strong presence online?
  5. Do they rank on Google for common searches such as homes for sale, condos for sale, real estate in [your city]?
  6. How long have they been a licensed practicing realtor?
  7. What does their Linkedin, Facebook, and Twitter accounts say about them?
  8. Ask them if they’ve sold any homes in your neighbourhood and ask for the names of the people involved in that sale and then phone them.
  9. Do their references sound like they’ve been coached?
  10. realtors have busy hectic schedules with multiple projects going but are they calm enough to pay attention to your needs and wants?
  11. Ask them how many clients they are selling with right now
  12. Do a name search on Google and learn more about them
  13. Do you like them and how would you describe their personality?
  14. How does their energy level look and are they persistent?
  15. Ask for a property evaluation and ask the realtor to justify the selling or bid price
  16. Does the agent work well with other agents?
  17. Does the agent specialize in properties and price range like yours?
  18. Ask them what their strengths and weaknesses are
  19. ask them if they double end or if they’ve bought their client’s house for any reason?
  20. ask them to describe their negotiation style
  21. ask them to describe their marketing strategy in full, including all online and local media
  22. ask them about the most complicated transaction they did
  23. ask them how many career transactions they’ve done
  24. ask them why they want to represent you
  25. ask them what legal, insurance and financial backing they possess
  26. ask them how they will market and sell your property

This realtor discusses technical and other key skills that you may want to ascertain in the real estate agent you choose.

And what is the day of a successful, busy real estate agent like?

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Gord Collins — Real Estate SEO Consultant —  I generate leads for realtors in Los Angeles, Phoenix, Denver, Seattle, Chicago, Boston, New York, Dallas, Houston, San Antonio, Austin, St Louis, Minneapolis, Green Bay, Charlotte, Tampa, Miami, Orlando, Toronto, Vancouver, Montreal, Ottawa, Oshawa, Hamilton, Newmarket, Aurora, Richmond Hill, Oakville, Calgary, Kelowna, Mississauga, Anaheim, Beverly Hills, Malibu, San Diego, San Francisco, San Jose, Fresno, Santa Clara, Sacramento, Mountainview, Palo Alto, Portland, Washington, Atlanta, Irvine, Nashville, Sunnyvale, Salt Lake City, Riverside, Rancho Cucamonga, Costa Mesa, Thousand Oaks, Simi Valley, Raleigh, Albuquerque, Glendale, Oceanside, Long Beach, Huntington Beach, Carlsbad, Santa Clarita,  Henderson, Mesa, Temecula, Kirkland, Redmond, Kansas City, St Louis, Stockton, Scottsdale, Palm Springs, Indianapolis, Columbus, Colorado Springs, Fort Worth, Chula Vista, Escondido, Santa Monica, Miami Beach, and Honolulu. Find a Los Angeles Real Estate Agent who will actually work for you.

21 Success Tips for Top Selling Realtors

BIG Kahunas Lead — And Make a Lot More Money

Millions of realtors, mortgage agents, new home builders, custom home builders, dentists, insurance brokers, architects, medical specialists, and vacation resort managers are all competing to be the Big Kahunas of their markets. Some will, and from humble beginnings.

The title graphic is courtesy of Inman. In the US, almost 10k agents had at least one transaction per week, or at minimum $20M in sales.

What do these BIG Kahunas do that sets them apart and launches them into continuous success?  They:

  • establish an unbeatable/incomparable unique value proposition
  • find the right clients, customers and business partners
  • find the best mentor
  • get the funding required
  • make their clients very happy
  • go all out to make their client successful
  • help their client learn
  • take the burden and pain away from their clients
  • think creatively, innovatively and persistently to solve client’s problems
  • strive persistently to become the BIG Kahuna in their market
horserace
Lead in everything you can

Here’s 21 Big Kahuna Success Tips

  1. Visualize your customer –  Yes, think about who you’d like as your clients and build your marketing to capture those exact prospects – dig into their lifestyle and dreams
  2. Build a great digital content strategy as the foundation of your  marketing strategy — do this strategically so each channel drives the other simultaneously (omnichannel)
  3. Build inbound content that’s interesting, informative and sharable – this builds excitement into your brand image
  4. Build one very strong niche – such as ecology-mindedness, tax reduction, technology, entrepreneurialism, health, local sports, business trends, job trends, education, etc — whatever subject you believe will make your agent brand stronger.
  5. Advertise in local news flyers/sections have good reach to homeowners and buyers
  6. Advertise via Facebook, AdWords, and Linkedin ad platforms using excellent advertising techniques
  7. Design a new MLS fed website – look at the benefits of my real estate website development services.
  8. Rewrite your listings – using verbs, brand names, and desirable new product names – make it sound elegant
  9. Accelerate your leads through your sales funnel – use high quality digital content they like and need. answer key questions, build desire, and indicate fulfillment is just ahead.
  10. Build a great social media brand image — it makes you look good and builds trust!
  11. Use Facebook to build likability and engage prospects with fun, practical, entertaining material
  12. Use your successful website to attract and partner with other agents
  13. Create original and valuable stories/statistics/events for reporters/bloggers to talk about
  14. Use your linkedin account, plus your own prospect search to connect with investors, agents, and professional people who may need to buy or sell
  15. Use an email strategy to build prospects into your inner circle
  16. Be Generous  –  Do lots of good deeds – refer business, compliment, promote, offer help to your prospects with any issues they’re having, and set a tone of giving
  17. Be Awesome — this means being yourself but extending your sphere of interest to touch prospects dreams
  18. Stop thinking negatively — there are no limitations, only an abundance of leads and sales – create your own leads
  19. Take a vacation – Get Fresh! – you can’t lead if you’re depressed and worn out.  Get away from the source of your stagnation or low productivity to refresh or renew yourself – wipe the hard drive for a fresh, new, strategically effective start
  20. Use interesting apps such as Hyperlapse to create interesting videos to showcase your homes/condos/neighbourhoods.
  21. Hire a creative/innovative digital marketer with a winning program just for you

 

Building and maintaining a leadership position in your market requires professional help. How many helpers do you need?  Start with one, but pick someone who is awesome.  If they don’t add tremendous value, you’re wasting your money and time.

Gord Collins has been a leader in San Diego SEO, Montreal, Los Angeles SEO, San Francisco SEO, Vancouver SEO, Boston SEO, and Toronto SEO for 18 years. Your SEO strategy is in good hands.

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Top Real Estate Agents: In any Market be the BIG Kahuna

Market Kahunas Draw the Best Leads Possible

I was driving by a familiar area in town one day and noticed that a large 14 acre ranch was up for sale. Right in the heart of my town. Very rare and valuable land. I wondered how many millions it would go for in the market right now.

The For Sale sign was from Daryl King, a top millionaire realtor in this area (he has a small army of 34 agents working for him now), at least tops in selling high value properties (a great niche). The property owner has many other superb realtors to choose from, however they chose Darryl King, one of the top real estate agents in North Toronto.

darylking

This happens frequently in other areas of business where people choose whoever they think is the “BIG Kahuna” in the market. It’s probably why Donald Trump sits on a mountain of cash. Despite his horrible personality, real estate executives want to work with him.  When the idea of selling a luxury house comes to mind, so does Daryl King’s team.

It doesn’t seem to matter whether they’re like Mother Theresa or Genghis Khan, the BIG Kahuna’s get the business. More people are drawn to who they believe is the top dog, rather than choosing someone who is more in line with their true interests and situation. BIG Kahuna’s make the most of wide visibility, authority, and opportunity. They leverage everything from advertising to partnerships to after-sales support to ensure everyone believes they are the best and will get them the best price.

BIG Kahunas pursue marketshare, aiming to monopolize any market they can.  And monopoly, arguably, is the goal of most millionaires. Of course, excellent branding and marketing can help move toward a type of uniqueness that is monopoly. By hiring me, you are very likely to dominate your city market. Be the BIG Kahuna.

bigkahunaformula

Show You Believe what They Believe

Foremost in the matter of choosing the BIG Kahuna is the belief they’ll ensure success via their network, skills, or marketing power.  So begin to develop a BIG Kahuna image yourself and they’ll believe in you. Good incentive to brush up on brand image strategy.

It’s one of those buyer core beliefs worth looking closely at. Simon Sinek says people will buy from you if you believe what they believe. Big estate owners believe Darryl King  has similar values and beliefs, and he is singly most able to get that extra one or two million dollars, and that he might be networked with multimillionaires. Maybe he isn’t.

Buyers and sellers believe the BIG Kahuna has the connections, selling power, persuasiveness and klout.

The BIG Kahuna removes the fear and paves the way to a big sale price. Big Kahunas seem to get rid of all the pain (okay, it’s the Witch doctor that actually does that:)

King has been a top real estate agent and broker for a long time and of course over the years has built a lot of connections whom he has likely groomed. And he has 34 realtors on his own team — a telling sign of a BIG Kahuna.

Sam McDadi sells over 700 homes a year. That tends to create some believers in the BIG Kahuna
Sam McDadi sells 2 homes a day. That tends to create some believers in the BIG Kahuna

In Vancouver, Merrily Hackett is the BIG Kahuna in a market with plenty of top earning real estate agents. Every community has its top dog. The huge opportunity for you is that you could be the BIG Kahuna of your market. All you have to do now is dominate the digital marketing space!!

And a lot of what is digital marketing today is barely understandable as marketing anymore. It’s social word of mouth, being found, being helpful, and building personal connections, and supporting important causes. In the realm of high priced real estate, Adwords, Facebook, and Linkedin Ads are used more to dry up opportunities for competitors.

As an agent you need to be thinking about how you can leverage digital marketing to extend your personal reach and strengthen your personal connections. It’s the perfect high definition medium to marry your beliefs to your prospects and clients. It’s all about shaping belief.

The first order of priority is to have me assess your site and give you ideas on how to position your business online and use digital marketing tools to begin your ascent to the top.  I’ve helped clients worldwide from San Diego, San Francisco, Los Angeles, Vancouver, Boston, London UK, to Montreal and Toronto. Use the lead generation companies or build your own empire.

What Plagues Unsuccessful Realtors?

Practice a Successful Realtor System

To serve my realtor clients as best I can, I needed to know what successful agents do and what unsuccessful agents don’t do. What I’ve learned about agents, I can apply to my own real estate marketing service.  You can never be too good.

frustrated realtorAs the realtor in the video below talks about, you need leads. Other realtors say it’s a numbers game. Make more connections and you reach more people. But who are the best 20% of prospects who will create your commissions and how do you capture them as clients?

Connect via Facebook, Linkedin, and Twitter and offer up great content that makes them feel good. Everyone selling a house will go online and visit realty websites. It’s so quick and easy, why wouldn’t they go online?

Word of Mouth + Social = Powerful Brand

Your neighborhood word of mouth network might die out too often, meaning your time consuming, physical ground work is wasted.  With a great Google and social media and advertising presence you can keep those fledgling leads alive. Power up your brand in their minds, and use all channels strategically — show up on their smartphones too.

Take a look. Here’s why many realtors don’t become successful:

  • don’t build enough leads
  • don’t have a system of identifying the top 20% of great prospects
  • lack the funds and marketing campaign to take it to a profitable level
  • expects broker brand/website will build enough leads
  • don’t prospect enough therefore don’t get wind of people who might sell
  • it’s a numbers game and they don’t get enough leads
  • procrastination — never taking chances and leaps of faith
  • don’t follow up
  • don’t take care of their clients – poor relationship and customer service skills
  • don’t treat the customer like a good friend
  • poor communication skills — don’t get their value proposition across
  • don’t maintain a friendly, courteous relationship with all contacts
  • lose confidence after some frustration such as losing a sure sale – better to be overconfident, optimistic and resilient
  • believe the job is too tough when they really haven’t made the decision to be great at it
  • react slow to seeing opportunities and acting on them
  • don’t use their imagination to generate a wider approach to collecting leads and making contact

Contact me today gordcoll5@rogers.com for a review of your online presence and about a new content strategy.  Now’s the time to ramp up and accelerate your digital marketing and lead creation.

PS, remember that digital marketing including Adwords is a bargain (this graphic shows how you can create a lead for less than $2!)

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Condo Buyers vs House Buyers — Are they Different?

Are Condo Buyers Different than House Buyers?

Now in Spring 2017 we’ve seen house and condo prices in Toronto jump and should keep on rising   The era of the condo is upon us and they may represent the best capital gain and rental income for investors and new deals for most realtors.

 

With respect to your own sales: It’s not the market, it’s your marketing

sandiegocondo
Condo in downtown San Diego has so much to offer for younger buyers who like transportation, shopping, and restaurants close by.

Marketing Condos

If you’re a Realtor marketing condos, being aware of how condo buyers are different will benefit your web content strategy and improve your lead conversion rate and closed deals. Knowing these buyer’s personalities, circumstance and values should help you create better more relevant advertising and web content for your target audience. And on the web and in social media, you are your content.

When they believe you believe what they believe, you become their most relevant person on the planet. You’re the dream enabler.

If condo buyers are younger, first time buyers, they’re likely more wide eyed and impressionable. They may be more susceptible to visuals, strong headlines, and dreamy descriptions of independent living, sociability, and freedom from time consuming home chores. As you brainstorm great content ideas, you need to keep that buyer persona in focus.

Content that’s Relevant to Condo Buyers

Your stylized content might include flashy infographics, video of urban shopping and attractions, and a reminder of the social life and how it positions them for a more successful career.

Single family home buyers are in a different boat. They want the privacy of a house, the ownership of real land, and they may have kids or want them soon. Cutting lawns and planting flowers might be top on their list of fun things to do.

Related Housing posts: Housing Market | Toronto Condo MarketLos Angeles Housing Market | Toronto Housing Market | San Diego Housing Market | Real Estate Agents | Future of Real Estate | Vancouver Condos | Toronto Condos | Vancouver Housing Forecast | Affordable Leads | Digital Marketing for Realtors | Realtor Branding | Bidding Wars | LA Real Estate SEO | Realtor Growth Hacks | Realtor Skills | Realtors Benefits | Home Search | Rental Income Housing 

My brother recently bought a large property in the country. He would not like living in a Toronto condo. His idea of a great life is having the property, trees, and room for his dog to run. The task of clearing the property, plowing and shoveling snow, cutting grass, and fixing things is his idea of meaningful, creative living. Clearly, this hard work is not appealing to condo buyers. Their dream world is different.

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Lifestyles, Amenities, and Convenience

Most often it is carefree, social, urban, and prestigious lifestyles in the city that appeals most to these buyers.  And developers are taking innovation to heart with exciting new developments.

If you’re selling to condo buyers, here’s some points to keep in mind:

Condo buyers:

  • enjoy living in high density areas such as downtown Vancouver, Toronto and San Diego
  • enjoy the closeness of their neighbours
  • enjoy the shared amenities and ease of access
  • enjoy the lower cost of ownership
  • don’t mind underground parking
  • don’t want the challenge of yard maintenance
  • enjoy the excellent views from many condos
  • enjoy being closer to where they work
  • are often first time buyers
  • are a young person or young couple (except for empty nest buyers)
  • may like living near people like themselves (e.g., Richmond BC)
  • don’t want to have to repair or renovate
  • don’t have as much money as home buyers
  • often first time buyers
  • may not own a car nor want to own one
  • may not understand the risks posed by condominium associations

There’s likely many more key persona traits you know of yourself, in which case I’d like to hear your input. It’s an exciting time to be realtor in San Diego, Vancouver and Toronto. Three cities, rated at the top for livability and very attractive to condo buyers from around the world.

Selling isn’t easy anymore. The buyer market and marketing channels are more fragmented. Smart planning and strategy in developing your web and social content could mean the difference between mediocrity and outstanding success.

If you’re hoping for that top sales award, you should begin looking for a real estate marketing specialist who can elevate the value you provide to your market. Remember, it’s not the market, it’s how you market.

Related Real Estate Posts: Housing 2017 2018 | House Prices | RETS IDXLos Angeles Auto Insurance | 3D Home Tours for Realtors  | Toronto Housing CrashSan Francisco Housing ForecastLos Angeles Housing Market | Toronto Housing Market | San Diego Housing Market | New York Real Estate ForecastReal Estate Agents | Toronto Real Estate SEO | Vancouver Real Estate SEO | Toronto Condos | Vancouver Housing Forecast | Affordable Leads | Digital Marketing for Realtors | Realtor Branding | Bidding Wars | LA Real Estate SEO | San Francisco Bay Area Housing Market | Real Estate SEO

GordCollins.com, your homepage for the most powerful Real Estate Marketing and Investing Strategies for 2017 and 2018.

How to Fund a Winning Realty Marketing Strategy

Adopting Team Thinking without Giving up Independence

If your first thought about digital marketing services is that they’re too much time and too costly, I want to show how you can easily do it. If you watch the NFL or NHL, you know about the team game. Some battles are too tough to win alone.  Teaming up with other realtor partners can help you market like a leader with 1/5th the cost.

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Trying Harder: Going it alone might not work

Think in terms of small teams of realtors or mortgage agents. Your brokerage of 40 to 600 members is too big to work. It’s too impersonal. How do you get 600 realtor pictures on the homepage?

I’ve worked with solo agents as well as big agencies and a major International luxury home publication. Big agencies don’t really solve your needs since there’s not enough leads to go around. And going solo, it’s tough to stay focused and motivated. Perhaps that’s the top reason 90% of realtors never become successful.

The Future is Coming and it’s Connected

I’m linked with at least 1500 realtors in Toronto, San Diego, Calgary and Vancouver. Most of them don’t bother with digital marketing or social media, despite how traditional channels are drying up. A common complaint is the cost of digital marketing services by themselves and the ROI. You might have dabbled with some cheapo marketing services and came to the conclusion that it’s not worth it. It is worth it.  The key is finding someone dedicated.

If you join with other realtors and share the costs, you can fight way above your weight class in the realty marketing battles. In fact, you don’t necessarily have to partner with local realtors. It’s possible and perhaps advisable to join with realtors in other nearby towns or neighborhoods. They’re in the same predicament you are. Sound interesting?

Combine our Assets and Divide our Costs

If you partner with 3 or 4 other realtors, you not only combine marketing funds, and connections (think of the Linkedin and Facebook connections you have) you also:

  • bring more experience and market knowledge
  • create motivated team mates whom you can bounce ideas off of
  • have more insight and stories to lend to your team’s customer engagement strategy
  • work more effectively together
  • have better meetings
  • create more colorful and meaningful dialogue with prospects
  • inspire greater confidence and security in prospects
  • create a small team as a social unit which prospects can relate to
  • create 4 or 5 voices which can be much more persuasive

If you’re in a big city such as Vancouver, Toronto or San Diego, there’s plenty of leads available. By scaling up your marketing you will accelerate your growth and theirs.  If you’re in a small market city such as Markham, Burnaby, La Jolla, Oceanside, Escondido or Whistler, then joining with realtors in other nearby towns lets you combine funds yet still have your whole local market to yourself.

You become a more noticeable presence whereas before, you were almost invisible. When people say your town’s name, your name and face should also come to mind. That’s just a little of what I can do for you.

Calgary Home Boys is a great example of the team concept. They’ve combined the potential of 5 to 6 realtors to better leverage their collective powers.  They look like a modern, professional team you can rely on.

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Danecker & Associates of San Diego is a traditional format for the team game. However, it would be better overall with a true together team picture! Still, this is the way to maximize the marketing budget and get the kind of results you’ve hoped for.  No more hoping, it’s action time!

Danecker

Think Big Picture, and get Better Results

In my mind, it doesn’t matter so much who you partner with — you’re going to garner much more of the available market. And your results are likely to be better than if you went it alone. If you’re doing very well right now, then you can perhaps double your leads and better convert the leads you get by investing in realtor digital marketing techniques.

You might have one more argument that one realtor in the group will take all the sales, for whatever reason. That won’t happen because all prospects have their preferences and each will look for the realtor that best suits their taste. Everything can rotate if required.

The creative effort to build or modify your realtor persona will be a good exercise. Let’s say you want to appeal to first time buyers. We can help you fashion your brand image to make you the most compelling to them. It’ll help you get more focused to convert the leads that typically come to you and improve your brand image. Everything is converted into positive results.

paradise
Whatever your career and retirement goals are, you don’t have to do everything alone. Your associates have the same dreams. Coopetition can work wonders.

If you’re struggling alone to improve your business as a realtor or a mortgage broker, consider combining with 3 to 4 others. It’s the perfect number to maximize your marketing funds and get the maximum benefit in relevant leads.

Gord Collins has provided expert San Diego real estate SEO, Los Angeles real estate SEO, San Francisco real estate SEO, Vancouver real estate SEO, Boston real estate SEO, and Toronto real estate SEO for 18 years.  Check out his posts on prospecting tips, how to get people to sell their home,  real estate agent importance, and tips for luxury real estate agents. Gord can help you deal with the Future of Real Estate and thrive on change.

Brave New World for Real Estate and Mortgage Agents

I’m heading to a seminar/meeting tonight at the Hard Rock Cafe held by a personal branding guru. Should be fun and a great learning experience.

Personal branding is big now.  But doing it well is far from easy. How we present ourselves online and in person plays a key role in how we’re positioned for success. Our persona or self-image can be shaped. And it must be shaped for us to be the “solution” others are looking for.

This story below shows how personas and personal branding are affecting the professional services field. Many of these professionals won’t like what’s coming but the progressive will love what is an exciting new experience.  If they want to excel, they must put themselves out there in new, uncomfortable, and bold ways.  Privacy will soon be a thing of the past.

circle of friends
Your Circle of Friends just got a whole lot bigger

In a world of very complex relationships, transactions, and lifestyles, we need to think about how we’re positioned for our work and personal realms.  To pretend success happens in chance, face to face meetings in your neighbourhood is naive.  To pretend that doing what everyone else is doing online is sufficient, is also foolhardy. Real estate and mortgage agents are discovering that their persona, digital relationships and the emotional experience they give others is critical to growing their business.




Take a look at how a model exposes herself and her life and how she uses excitement as her branding tool to shape her digital brand. See this professional artist and how her brand/personality is fused into her product. They’re on Facebook big time but FB’s not enough for the power personal brander. The next big thing in social marketing is coming.

Easy Money for Realty/Mortgage Agents?

We all have an image of real estate and mortgage agents enjoying the good life.  They’ve got all those amazing rewards for “top producer.”  And houses are so expensive, how could they not be rolling in dough? Things aren’t always what they seem.

topproducerThe real stats show most agents don’t make much money at all. The top agents however do earn plenty. They’ve built their empire and they leverage the personal attraction and interpersonal networks of other agents, which magnifies their own power to sell.

However, top producers are very aware of their own unique value proposition. It seems no one works on their UVP until they feel the power begin. Millionaires think about UVPs — money gives them that power. When success happens, a compulsion to control it and focus it appears. It’s like not learning to drive until you own a car. Suddenly, the car’s power to transform your life sinks in and you want to enrich it.

A lot of professionals are kicking the tires, and sitting in the driver’s seat of this new personal branding vehicle (social media), wondering if they’re ready to head to the track and make the fans stand on their feet.

The Digital Realm Could Change You Too

What’s happening to real estate and mortgage agents now is what’s happening to us all. You can forget about privacy. The selfie, the blog, the tweet, the swarm location indicator all point to a world devoid of anonymity. You’ll be collaborating with customers more, they will know you, and you’ll enjoy it.

One day, you’ll need to leverage the power of the social web to be successful. It’s best to take a look at what these professionals are going through and apply it to your professional life too.

So let’s take a look right now at what makes some real estate and mortgage agents successful, and why others linger in anonymity far from the spotlight.  In the quest to be visible on the web and the social web, mortgage, realty, and investment agents and brokers will have to work miracles to create an online experience that grabs visitors and turns them into lasting loyal clients.  Even when they are seen and heard, the audience is jaded, rushed and barely interested.

Engagement is the holy grail online now for marketers. It wasn’t just content like blog posts and news, it was more a complete lifestyle experience that visitors wanted. Those who master this are the ones who would win the grail.

danzigger
Mod Girl Marketing • Why Real Estate Agent Branding Matters In 2013

The Never Ending Challenge for Professionals

It was about 6 years ago when I saw the first real sign that things were changing in online real estate.  I was heavily into creating content for my real estate agent clients. During one stretch, we landed nearly 700 visitors per day from Google, but out of that only a few leads trickled through.

The recession hit like a tidal wave, but the changes would just keep on cascading as new technology was introduced. Agents were stressed by so many business/technology changes, they couldn’t keep up. To not convert was stressful.

Whatever it is website visitors wanted, they weren’t finding it on my client’s website. His lack of accessible listings appeared to be the issue, because buyers just wanted to see homes. Get lots of listings and things would be good. But even after we got the Remax mls home listings hooked up and visitors could see plenty of homes for sale, the leads weren’t happening.  What could it be?

There were changes in the industry.  Homeowners could list their own homes on the MLS for $99. It is tough.

Cut rate real estate brokers were running some shady deals with 1% commissions. This was presenting challenges for traditional real estate agents who wanted 6% commission on their sales transactions. Competition was creating razor-thin margins and agents couldn’t see how they’d survive in this new digital networked world.

What is it Buyers/Seller Wanted?

At this point, I wondered if our incoming Google traffic was well-qualified. The keyword phrases looked good and were very relevant. These were as good as any realtor would get.  And my other realty-related clients were having similar issues. And it wasn’t easy to dominate Google search listings in the real estate sector. It was competitive and with video, mobile, and the demise of SEO, it seemed impossible to know factors would increase leads and generate sales.

Next, I looked at the agent’s UVP (unique value proposition) but other agents didn’t have a lot going for them either. Most had the bland content of pretty pictures, good service guarantee, and satisfied customer testimonials on a templated website that did nothing for them. Nothing that really makes a buyer lean toward their laptop anyway.

The UVP was a key, but so was how it was presented. Just like it is for comedians such as Jerry Seinfeld or Jim Carrey , the delivery is everything.

What allowed some agents to dominate sales was:

  1. Huge marketing budgets
  2. Extensive advertising
  3. Strong neighbourhood presence
  4. Polished, attractive websites
  5. Huge numbers of home listings, well indexed in Google
  6. Leveraging other agents as employees of their own
  7. Strategic personal branding

Today, even these attributes aren’t enough. In the social era, real estate and mortgage agents need to present a compelling personal presence that many aren’t at ease with. The unique value proposition includes a personal presence that is highly relevant to the home seller or buyer. And remember, home sellers and buyers have completely different needs and wants.

Unfortunately, for me and my client, I didn’t possess the branding expertise he absolutely needed. But then again, for the last 6 years, most professionals have struggled  with the complexity (and costs) of personal branding.

You Must Get Personally Involved – Because Everyone Else Is

Most agents and brokers don’t want to get that personally exposed and involved. That takes courage and strategy. Many just try to present themselves as physically attractive,  and happily married with kids (in other words well-adjusted, focused, and responsible).   Increasingly, that isn’t enough to build big success.

And prospects/customers will give you a couple of seconds, or minutes, depending on how good the website or facebook page is at keeping  them engaged in the material.

I’m not going to get into specific content strategy.  Suffice to say that as so much about you can be presented online, people expect to see and know lots. People care who they hire as an agent . If the agent’s persona isn’t fused and clear, it creates unease and off they go in search of another agent.

Social media exists to help people connect in a personal engaging way.  Many married agents are finding it difficult for their spouses since their agent spouse is “out there” in a space where they need to be as attractive as possible. That can create  issues particularly when the spouse is pulled into the social sphere. If they believe in what they’re they may be okay.

Personalized for Relevancy

So the challenge for many is how to present a persona (self-image) and personalized unique value proposition that impinges on their privacy and comfort.  Whatever image they present will likely impact their personal relationships too, since friends, family, and others see their online presence as completely real and sincere.

In fact, they are trying to be more sociable, visible, and expressive to specific groups of people, than they may feel comfortable with.

The road to success for personal services professionals is personal.  Yes, I just said it. They must promote their personalized unique value proposition. Most agents don’t even know what a unique value proposition is let alone how take it to the next level of more intimate personalization. They assume they have nothing to offer that’s any better than the other 400 agents in their office, or the 25,000 in their market area.

I’ve discovered one significant attribute of super successful professionals. It’s the icing on the cake yet it’s yet it’s the ingredient most desired and respected. It’s the real focus of top notch personal branding.

So, as an agent who wants to excel, you’ll likely need a personal branding guru to help you understand the image you’re projecting now, and the image you need to project in future. Don’t be afraid to do it all, but it’s a big job so going it alone might be a little risky. Your business deserves better.

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Pinned by Eric Johnson

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