15 Power Prospecting Tips for Lead Generation – Merrily Hackett

merrily
Merrily Hackett of Sutton Group West Coast Realty Vancouver

Merrily Hackett, CEO of Sutton Group West Coast Realty is enjoying a phenomenal career in real estate. I’ve talked about her a number of times because she’s a great role model for any salesperson or business person.

Having built 3 separate brokerages in the Vancouver area, and leading SG-WCR’s 25 office brokerage, she’s showing us how to outcompete the competiton.

Last year, U.S.-based author and speaker Stefan Swanepoel ranked Hackett at No. 15 on his list of the Most Powerful and Influential Women in Residential Real Estate. Sutton – West Coast made 16,500 unit sales and over $11 billion in sales volume in 2014, which Hackett calculates brings them in at No. 5 in North America.

Create Quality Time for Relationship Building

Let’s not say “prospecting” anymore. Let’s call it relationship building.

You absolutely need to develop productive relationships with mortgage agents, renovators, landscapers, home inspectors, and prospects that include seniors and young couples.

Comprehensive Agile Digital Marketing Programs for Realtors




In an interview with Real Estate Magazine, Merrily talks about the importance of relationship building and how realtors need to focus on this key business development activity.

“It’s what I see over and over with agents that fail. I used to block off three to four hours daily for lead generation. That included calling expired listings, door knocking and cold calling, reaching out to a sphere of influence on a daily basis, asking people for referrals and to keep me top of mind. I was on the phone connecting with people, ensuring that pipeline was full. Consistency was key. You need to believe in yourself. Many times as a commissioned salesperson, you have those fearful thoughts and moments. A new agent has to have the expectancy and positive feeling that it’s going to come together.” — Merrily Hackett interview in REMonline.

15 Prospecting Tips to Build your Focus and Optimism

Here’s 15 useful prospecting tips –  a process to optimize your realtionship building.

  1. Vary your approach and method. Know your scripts, but go easy. A script is just a testing tool, not a final approach to relationship building. Be a friendly person first because people may find talking to a realtor boring. A warm introduction, maybe a comment on weather and economy to gauge their mood, then tell them your call is short and to the point – do they know anyone in their neighborhood, and about their family and friends that might be moving, BECAUSE, buyers are very eager to buy and you’d like to help them get a better price. Those are legitimate reasons.
  2. Segment all your prospects into relevant groups (hot, cold, buyers, sellers, advocates,mortgage agents, home services, etc) so you can develop unique approaches to each and have unique value for each. Think about how you’ll describe and present your unique value proposition for each type of prospect or advocate.
  3. Coach your advocates and give them support –  the people who may refer business to you sometimes need a little guidance if they have a hot lead. Tell them how to present you to them. Find out why they’re buying or selling — what’s the payoff for the person? With that knowledge, you can explain to your advocate how you’re relevant. With a little purpose, your advocate will make you look good, as opposed to you being part of an offhand comment.
  4. Relax — if you can afford it, you might want to consider getting a massage before you do your prospecting on the phone — you’ll appear friendlier, less threatening, more trustworthy, and more fun to talk to. Call them with a smile on your face and with your goal being networking, enjoying the moment, and finding good prospects. Sales comes later. Right now, you’ve gotta be thinking people and fun.
  5. Set aside 3 hours every day for phone calls to generate interest, gather information and make appointments. Build a positive attitude toward prospecting, that it’s the most important part of your day.
  6. Forgive prospects who waste your time and forgive yourself for wasting their time — this helps you to avoid guilt and other feelings that’ll weigh you down
  7. Remind yourself often that what you’re doing is important.  You’re helping people achieve their dreams and that’s more important that anything they’re doing right now. Their friends and contacts should be glad you’re in this to help them.
  8. Spend more time with your hot or top prospects — when you’re getting close, keep in touch and always be ready to offer help, information, and support for their decisions
  9. Have more value to offer — the more value you have to offer, the less likely prospects and advocates will consider you irrelevant. They’re not rejecting you really, you’ve failed to provide value in insight, help, and support.  How about mentioning the mortgage calculator on your website, the great mortgage agent you know who could save them money, or renovator/designer who could help them with a quick remodel to lift the selling price?
  10. Use consultative selling techniques to find every person’s most important needs and hurdles — be the person who creates a path for everyone to their dreams
  11. Spend your face to face time wisely by discussing the buyer/seller’s dreams – find out what their success symbols are and their favorite places to visit. Whether country or city, new home or old, the faster you find out what they want, the more likely they’ll choose you.
  12. Calculate how much prospecting/phone time and marketing effort it took to generate a successful lead.
  13. Keep in mind what buyers and sellers really want — a better lifestyle and ask them what their key priorities are as they begin to plan for their purchase/sale. In the end, it’s all about lifestyle and knowing what it is they’re really after is vital
  14. Study up on a new community that you haven’t explored and become an expert on the lifestyle value of that community
  15. Ask prospects what’s holding them back and ensure you develop a list of responses to help

Here’s Kevin Ward with his tips on prospecting. How about finding more people to talk to via Google and Social Media? Just a thought.

And Liz of Keller Williams with social media prospecting. Build relationships first then nurture them along with value, entertainment, and recognition.

Prospecting is a key part of good sales process and it hasn’t hurt Merrily Hackett’s business success. If your lead funnel is too weak, this might be the best thing ever for your career.  Now you can justify pursuing a strong Internet marketing program.

Let’s get started right now!

 

Related posts: Housing Market | Car Insurance |  SEO Consultant Vancouver | SEO Consultant Los AngelesRental Housing Market Outlook |  Los Angeles Housing Market | Toronto Housing Market | San Diego Housing Market | Real Estate Agents | Future of Real Estate | Toronto Real Estate SEO | Vancouver Real Estate SEO | Vancouver Condos | Toronto Condos | Vancouver Housing ForecastDigital Marketing for Realtors | Realtor Branding | Toronto MLS | Merrily HackettReal Estate SEO Specialist | Top Real Estate Lead Generation Sources | How to Choose a Real Estate Agent | Housing Market in San Francisco

Gord Collins — Real Estate SEO Expert serving businesses 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, 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.

Instead of Fearing Disruption, Why not Leverage It?

Why You Should Believe in Disruption

The word disruption means entirely different things to many people. Increasingly, it’s becoming a very positive word in our vocabulary, particularly digital marketers. As you can see in the graphic above, disruptive companies are thriving. Is your business disruptive, or being disrupted? Are you looking beyond the waves of change to see what’s on the horizon?

Someone has to modify how things are understood and done. That modification is called disruption. Let’s not confuse disruption with new apps on Google play. This is about new ways of fulfilling your customers.

In fact, if you don’t disrupt your current unique value proposition and brand promise, you’ll find customers fleeing you and your advertising. The new disruptive business model makes your business relevant to what’s happening online and in customer word of mouth. Keep pace, and even Google will find your business and domain more relevant. You need to infuse the promise of disruption into your marketing.

Dr. Lalia Rach, said, in an interview before her  presentation on Navigating the Era of Disruption, about the recent M&A’s and whether that would create change in the hotel industry: “I wish I could say that it would push the industry forward, out of the past into today and tomorrow, but I am not convinced that will be the result. The need for progressive, thoughtful difference has never been more pronounced yet too often what we see is bigger companies doing the same thing.

Disruption in Real Estate, Hotels, Travel, and IT

In real estate and hotel industries, customers have more options. After they visit your site, they go to many other web sites for realtors, mortgages and insurance or for restaurants, tours, local attractions and experiences. They’re looking for a solution that resonates with them.

What they’re looking for is the best compelling, relevant unique value proposition. Helping them feel and want that new unique value proposition is the correct promotional goal. They’re leaving your site because they don’t like your unique value proposition and they found your customer experience lacking in satisfaction. It isn’t your web design, or your call to action, your flyers or drip email campaign. The bar is raised and you have to bring in real value.

If you’re still reading to this point, it means you’re smart and you have the kind of determination to persist to create the right solution. I’ve learned that cheap solutions don’t fool anyone. You need to disrupt, evolve and outcompete to win.  Traffic is good only if you can convert them to customers. You should be asking “what is the best relevant, compelling, unique value proposition and how can I make them feel this?”  Because their emotions do the buying.

In the case of Airbnb and Uber, people love the feeling they get when they save money or experience transportations and accommodation in a new way. Taxis and hotels must disrupt their brand image to provide a richer experience than a “ride and a room.”  How are the major hotels doing lately?

hotelstats

Uber and Airbnb are Telling us Something 

airbnbsmallThe success of the ride sharing business Uber gives us more warning that our business and personal lives are being disrupted at a faster pace. Here’s a regulated sector that’s getting deregulated quick by popular demand. airbnb too breaks the mold and lets anyone vacation cheaply.

It’s easy to see that rapid change is only being slowed by government regulation.  However, in a global economy, governments are learning they can’t stop disruption.  We’re learning we need to know more about it and how to use it ourselves.

Service businesses that don’t use social features to lower barriers and increase efficiency will likely not survive long — from a Bloomberg report.

Smart entrepreneurs aren’t just learning about disruption and reacting to it, they’re actively applying disruptive techniques to create a competitive advantage. Adopting social media is disruptive. The new digital marketing is actually forcing professionals to change how customers will experience their service. I’m suggesting that you learn it and love it, apply it creatively and not just view it as some dark threat.

This post is also about your evolution from old school to new digital omnichannel marketing. You already know traditional marketing is dying as your customers plug into more digital channels. I’m stealing back the phrase omnichannel marketing from the retail people because retail is dying too. Retail gurus have tried to disrupt by relegating digital channels as a subset of retail. Sorry retail people, no can do. Digital is too basic to the market and comes before retail. Retail is a subchannel of digital.

Helping You Get Ahead on the Adoption Curve

You’re leaving money on the table. I’d like to help you use disruptive techniques to avoid losing more sales. What is this big disruption?  It’s innovating your business to become what the market wants. It’s the disruption of old school systems and practices.  Airbnb did it. Accommodations are cheaper and more plentiful. Now everyone can vacation. And Uber did it in a noisy way.  So many taxi drivers suddenly plunged into the digital networking and sharing economy. And no one can throw them a life preserver. Is the Uber wave about to hit real estate next? (29,000 people obtained their realtor’s license last year in Florida. That alone is disruptive. And why are so many people getting into real estate?).

Why is digital omnichannel marketing so important? Because it provides better reach and impact, and it has the power to connect you with your customer’s decision journey. It can disrupt their journey and provide an alternative seamless customer experience. That’s precisely what Uber did and it’s putting the traditional taxi service out of business. Soon driverless cars will hammer in the final nail.

If you’re about to be disrupted out of business, there’s hope.

It’s far better to look at the current methods for doing things, and then ask yourself a powerful question: Is there a far better way? That simple question, coupled with an understanding of what can now be done with the latest technology, will give you amazing and powerful answers — Daniel Burrus, Futurist 

Evolve to Match Up with Disruption’s Opportunities

If you look at the real estate, mortgage and insurance segments as an example, professionals and brokers alike haven’t evolved to adopt new tech solutions. They’re barely catching up in 2016. They’re now trying new solutions range from online purchasing and account management to omnichannel digital marketing.
omnichanneldisruption

The big movement today is in avoiding travel time, and evading paying the fees of auto repairs, taxes, fees, phone company bills, utility bills, cable bills, insurance agents, mortgage agents, and real estate agents. The younger generation doesn’t have enough money or time and neither do older generations. Consumers see these are burdens not assets. Does your UVP need to persuade them otherwise?

Omnichannel means Total Connectivity to Customers

Some even believe that omnichannel isn’t enough, that we need to actively create disruption to make enough of an impact and provide a true seamless customer experience. Omnichannel provides better data/feedback from customers thus building better customer profiles and generating more opportunities to connect with them. And it’s hard to argue that being everywhere with great content is a bad thing.

 

I’m not suggesting omnichannel digital marketing is easy or that you can disrupt your market easily. Most rich, enabled marketing companies can’t do it well, but you have some advantages:

Perhaps the Key Benefit:  having a complete omnichannel digital business strategy lets you get your unique value proposition across very clearly. This will distinguish you from 30,000+ other salespeople in your market.

Too small to compete? Attack a niche market:  Small niche players can respond with more agility and relevance than the big brand dinosaurs. Big companies fear small agile companies will erode their marketshare.  If the Dow Jones falls, it’s because small biz America is gaining traction. Small biz entrepreneurs are more informed now and finding ways to outcompete big companies digitally and personally.

Consumers are becoming brand agnostic: — meaning the words Apple, REMAX, and Rogers don’t impress them. And they don’t put much faith in them. Your new niche brand can actually loom large in today’s markets. Digital channels actually put you in the driver’s seat and allow you to grow faster. As a Realtor and mortgage agent, you can start your own brokerage and do very well.

Omnichannel Marketing Makes you Omnipresent

The terms Omnichannel or integrated digital marketing describe a process of using multiple channels together – search, social media, sms texting, web to text, email, remarketing and PPC advertising. To know how to use them, we have to study our customers — what do they want and which channels do they use? And what kind of customer experience would we be capable of creating?

Multiple channels create more touchpoints and leave a more complete impression on visitors. Some visitors leave, but customers keep on reading because they feel a greater connection – a better experience. For instance, when they visit your Twitter page, they see a quick summary of issues they need to know about, and which you can solve. It takes them only a minute to get a wealth of info about you and your unique value proposition. You can respond by encouraging them to connect any way they like.

When they see your blogs, they can see how deeply you’ve reflected on solutions and success, and your services pages tells them how good your solution is. Using Facebook, you can get more personal and make them care. Just in using 3 channels you’ve made yourself relevant and shown intelligence and thought leadership. With all channels, you build transparency and trust.

So, in that sense, it’s all very simple. Your mastery of digital networking and marketing communicates your UVP clearly, and makes you relevant, likable, credible, 3 dimensional, and trustworthy, and strongly connected.

How Will You Disrupt your Market?

  1. make customers aware of their needs through multiple marketing channels
  2. segment your customers and develop disruptive, engaging content that responds to their individual beliefs
  3. tell customers they can connect with you any way they prefer
  4. remind customers that it’s all about them and how you’re inline with their lifestyle
  5. show how you’re faster, better, more rewarding, more informative and modern
  6. show them how you deliver better value point by point with video, copy, and other engaging media
  7. create conversations with them using several digital media and with a phone call
  8. show them how their values are relevant — validate how they connect with you
  9. spoon feed them bits of information via different channels that lead them to the right conclusion and choices
  10. make previous channels and marketing approaches seem obsolete and show how they waste time and energy

You’ll find my blog is full of disruptive ideas, however it’s not enough to disrupt. There has to be a clear path to your solution or anxiety will cause a visitor to shut down. Get them to see your UVP clearly using all the media available to you. Then a gentle call to action should push them to the channel they prefer. Which channel they prefer tells you a lot about your customer. Linkedin is very different from Twitter or Facebook or email and a phone call.

Contact me today whatever way you prefer. I’m sure you can teach me a lot about your preferred media. I’m ready to learn! and help you disrupt and capitalize on opportunities this year. Let’s talk right now.  What could it hurt?

startbutton

 

Social Media Marketing Works if You Have a Plan!

Generating Leads with a Social Plan and Strategy

While blogging and epic quality content generation are the workhorse for digital marketers, social media still has a vital role  With your social media strategy built on a great unique value proposition and great content, it will take your marketing high.

To understand social media’s role, you need to disregard its typical reputation – as a frivolous time waster where nothing of value is shared.  Good social media actually uses good content as a focal point, whether it’s brand building party pictures or published whitepapers or clever contests.  There’s a “something” in the middle of all that chatter. That something is good content that helps get your UVP and brand positioning across really well.




You may not make a sale right away on social media, but you can make impact, and a lasting impression around specific issues that are personally relevant to your network. At the very least, prospects will see your spirit, openness, and that you’re involved and active. People buy from people who share the same values and who make them feel good. The more you have going for you the better so make your prospects feel good.

Social traffic is growing. Allowing your business to fall behind in this rising channel is not wise.

facebookgoogle
The use of digital media constantly evolves and Google Alphabet is proof that Google knows it’s search engine is becoming less important. Facebook and Linkedin are the future of digital marketing.

I’ve got an easy to learn process to build your social media plan for Facebook, Twitter, and Linkedin. Each platform has its own user base and strengths, yet your digital marketing plan can bring them all under one umbrella.

The issue with Social Media is a lack of a cohesive plan to build an interesting customer experience with people. Each social channel has its own type of users and you can create a unique customer experience for each of them. And if your website doesn’t offer an emotionally charged, uplifting experience, then social is the perfect solution. You can make your brand look very interesting, interactive and even overcome your weak branding. And let’s not forget how good social media can be for your SEO.

Now That Sounds Like a Plan!

Your social media plan helps create an interesting, ready made experience for the visitor, regardless of what time of day they arrive, and let you funnel them onto your target conversion page. And if you do time your posts to reach the maximum audience, let’s say Thursday, that might be the only time you will ever get these people’s eyeballs. Any other time and they ignore you. Social is very good for reaching the unreachable.




socialforsmallbusinessstatista

socialbusinessrevenue

socialmediaforrealestate

A realtor may only be able to reach home owners and home buyers in the evening or weekends when they’re active on Facebook, Twitter or Linkedin. You’ll want to post at those times. They may respond right away, and you can begin a conversation. If you know how to carry out these conversations, you can make quite an impact and generate a new client (and referrals).

Most social posting is done aimlessly, with posters acting on a hope that someone will find it. But most social posts disappear fast and are never viewed again, particularly Facebook, Twitter, and Instagram. Considering the speed and volume of posts today, you have to be particularly good at timing publishing and to ensure your wording carries that visitor to where you want them to go. No doubt it, Social Media strategy is challenging but so necessary. This is the future.

If you have a plan and you commit to the effort, you’ll start to see results. So let’s take a look at the structure of your social media blueprint and how it’s the foundation for a great strategy.

The Social Media Plan – An Infrastructure to Create Your Customers

Think of your plan as a network of roads and your strategy as how you direct traffic along those roads. Give people the proper signs at the right place and if they enjoy their driving experience, they might all become customers.

  1. set your social media marketing goals
    • specific
    • measurable
    • attainable
    • relevant
    • time bound

2.  create the customer experience model: describe how users will experience your social content and understand it clearly within a branded and topical context
3.  choose the social channels that will work best for you
4.  choose and describe your business persona or profile — your brand in social
5.  describe types of content that you hope to make sharable — be specific
6.  select dates of publishing and frequency – to coordinate content so it generates an impact and action
7.  select your call to action and goals for prospects – how will you get visitors to follow your ideal click path?
8.  set up Google url shortener for better social tracking – put urls on a spreadsheet and generate the corresponding shortened urls for use on your social posts
9.  identify social influencers in the field and large groups of like-people to target
10. Assess your social media goal attainment and refine it iteratively to improve results

Now that you have a methodical plan to visualize and create your material, you can begin building your strategy from start to finish.




Now You Can Brainstorm Your Strategy!

Your strategy describes how you’ll move the visitor from social sites to your blog or website (the final conversion goal) contact form or your phone number. In realty, a phone number is important. You want to capture the prospect while in they’re in the mood. Because one hour from now, they’ll be onto something else, or they’ll go to one of your competitors. That’s a horrible thing to let happen!

Within this social media strategy, you have to create a reason for influencers and other social users to share your content. That requires creating content of value for them — which will make them look good and more valuable to their audience. You need to develop awareness of their expertise and how you can engage with them.

It’s wise to write down a description of your social media account purposes. Give your accounts a pet name (your favorite celebrity?) so you have a theme that people can easily understand and like. You can use a little fun, dry humor and drama if needed to build a compelling social brand image. This image should be okay for influencers and make you look relevant to them. Social influencers are powerful catalysts if you can get them to support you.

The BIG Kahunas of Social Media — The Influencers

For instance, if you’re a realtor or mortgage agent looking to leverage the millions of mommy bloggers or real estate notables out there, you need to look at things from their perspective. How will your tweet or end goal matter to them and their audience? How about a story on how your home buyer’s lives improved after they bought their house? How did the kids change and become happier and healthier? What in the home was a catalyst for great things?

You can connect that catalyst to your realtor or mortgage services. It makes you relevant to the whole process of their lives. Now they have a reason to click through. Your hook might be how finding a new home can mean the difference between happiness and a poor quality life. The page you point to could be a home search or an article on the “7 features of a happy home.” Mommy bloggers will like that!

As you become more familiar with your strategy, you’ll get better at discovering what moves your visitors to click and to contact you. And you’ll discover trending topics might put you in front of a huge volume of people. You might even advertise if you have some content that’s capable of going viral.

We can’t avoid social media. Facebook is already refering more traffic than Google. That is monumental in the digital era. Things change so please don’t fall too far behind. You’ll regret letting this stuff go.

Top social media performance is no small task. Ensure it’s wired throughout your omnichannel digital marketing strategy. To outcompete, you need to use all resources effectively.

Here’s my phone number. If you’re a moderately successful agent, a digital marketing program with all the bells and whistles is what I offer.

 

A more desirable alternative to hiring a digital marketing agency or taking in an in-house college grad, is to hire a dedicated digital marketer from Toronto.  Together we can collaborate and build the most cost effective yet productive digital marketing solutions. And as an experienced and versatile SEO specialist, Social Media Strategist, and content strategy expert  I offer clients knowledge equity in addition to outstanding revenue results. 

Toronto and Vancouver 2016 Real Estate Market Forecast

2016 & 2017 Sales Potential is Looking Good

Has there ever been a better time to be a realtor, property developer or mortgage agent in Toronto and Vancouver? Probably not. CREA, Royal Bank and CMHC are giving the thumbs up for realty transactions over the next few years. Pros are going to do well.

Agents and brokers should be looking for new ways to be the BIG Kahunas of their markets through digital marketing strategies. The payoff for some will be shocking. I hope you’re looking at 2016/17 with an eye for income growth.

Sutton Group = West Coast Realty for instance had a record $11 Billion in transactions last year and this year probably higher.  If you’re a broker, you may want to look more closely at building a cohesive digital marketing presence, one that’s innovative and above common thinking about how to build realty business online.

Royal Bank: Outlook is Very Good

RBC is forecasting continued prosperity for the Toronto and Vancouver regions including stronger employment, rising exports, low loonie, low interest rates, and strong consumer spending.  BC is forecast to be the strongest at 3.1% GDP growth, with Ontario and Saskatchewan just behind.

2015 was ruined by a huge drop in energy company expenditures and unfortunately, Alberta will see further retraction. As the dust settles in the energy sector, the Ontario and BC economies will grow stronger. In fact, RBC believes Ontario’s growth will pick up steam in 2017 to 2.7%.  Both provinces are expected to see full time job gains in 2016 and beyond.

“Although frothy in some areas (e.g., Toronto), we believe that the provincial housing market will continue to be supported by strong demand, which will maintain housing construction at historically elevated levels.”

Toronto and Vancouver: Home Prices Remain High with limited Availability

Toronto and Vancouver home availability and prices will continue as a big story. Nationally, CMHC predicts that home prices will continue to climb over the next two years, but at a slower rate – 1.3 per cent in 2016 and 1.4 per cent in 2017. In this first graph from a report on the GTA housing market, it’s suggested that sales are edging lower due to affordability, however the real underlying problem is a lack of housing stock for sale. Realtors need to be more creative in enticing homeowners to sell.

cmhc4

cmhcchart2

cmhcchart3

In Toronto, new housing starts may fall by 5% and another 10% although experts are not in agreement about that slowdown, especially regarding the new condo market. Most growth occurred in only 5 property developments, meaning there may still be untapped demand in the greater Toronto area.

Fewer new detached homes will be built in Toronto and multifamily construction will actually make up more than half of new homes constructed there in 2017. Existing home sales will drop to 87,500 units by 2017 as prices grow much too high for first time buyers. If China’s investment rule stays relaxed, more Asian buyers may support a less precipitous drop from 2015’s record home sale numbers and prices.

In Vancouver, CMHC forecasts Vancouver’ s host housing sales will slow only slightly in 2016 and 2017. Affordability is the issue that will cool sales from their record hot numbers. New housing starts are expected remain strong with 20,000 units under construction. The home resale market should grow to their highest levels in the last 10 years and moderately slightly in 2016 and 2017. 2015 was a sizzling year, rising 9% so a further 3% grow is actually fairly positive for realtors and mortgage agents.

Seniors in Vancouver and Toronto

In another story in the Advisor, it’s reported that seniors in Toronto and Vancouver may not want to sell their homes even though they may not be able to afford to live well in retirement. When seniors run out of money, they may have to sell their homes. Some may turn to reverse mortgages which are becoming a hot type of financial service.

reversemortgagestorontovanc
From a Report in the Globe and Mail

That means much of the available housing stock may not be sold. Seniors can live in them until they die and that means a good portion of the resale market will not enter the market. Of course, creative real estate marketers may find a way to help seniors understand the advantages of selling now while prices are so high. Seniors have options such as living in low cost Caribbean or South American countries, or moving to regions of Canada that are cheap.  With more babyboomers entering retirement, the sales potential of senior sellers and buyers will be of interest to innovative real estate agents.

Realtors who build their own brand of innovative services can get an edge in the coming years. Persuading homeowners to sell their home and progress with their lives, is just one example of innovation that top selling realtors will use. What else will they be doing? Take a look.

Looking for some more useful tips for Realtors?  What to do first?  A digital marketing audit can give you the insight you need to make better decisions about to be a winner in the digital wars.  Avoid the pain of being an unsuccessful realtor. It’s all in the insight and planning.

Is a high powered, responsive IDX-based website the only asset you need for the years ahead in your career? Actually, such sites are a great, but small part of the total integrated success program.

Real Estate SEO Company | LA Real Estate SEO | San Diego SEO | Boston SEO | Real Estate Leads |  Housing Expert Forecast | Vancouver SEO | Real Estate Blogging | Social Media for Realtors | Real Estate SEO Specialist | Prospecting Strategy | San Francisco SEO | Predictive Analytics & Realtors | MLS | SEO Expert in Real Estate | Real Estate Investment | Retire in Costa Rica Guide | US Housing | Costa Rica Homes

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.

startbutton

 

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!)

vancouveradwords

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.

condos

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.

larealtor
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.

calgaryhomeboys

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.