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Real Estate Leads & Lead Generation

Spring will be here soon and you’re on the hunt for high quality buyer and seller leads looking for houses for sale. They’re online and if you don’t have a great web presence, you might still be able to leverage lead generation services or advertise on good real estate sites.

 




Companies which specialize in attracting real estate leads are known as lead generation companies. They advertise houses for sale and other remarketing advertising on Facebook and Google Adwords along with blogs and news sites to cull leads. They promise to rid you of the advertising and prospecting work and accelerate the lead generation process.

Unfortunately, when scraping for leads this way, a lot of poor quality leads are served up to participating Realtors. And the terms of the arrangement may not be attractive.

If it worked, who wouldn’t sign up? Well, nothing’s ever that easy. So let’s take a closer look.

Realtors from BostonMiamiLos Angeles, Houston, San Diego, SeattleNew York,  Vancouver and Toronto are wanting something better. Is it too good to be true?

Buyer sand Sellers. Find Good Real Estate Leads Fast!

There’s nothing wrong with fast, if it’s real. It can happen, and you shouldn’t be afraid to spend. Here’s 20 top lead generation services with a look at their strengths and limitations.



 

Leads Generated Still Need to Be Converted

This post is an exploration of 18 of the top online real estate lead generation companies in the US and Canada. And 2 more including Zillow Leads.  There’s more new lead generation startups arriving every week.

Acquiring leads this way won’t hurt, however converting leads has a lot to do with brand image. Even if they agree to work with you right away on the phone call, they will Google you online and visit your website. Who wouldn’t? Trust, transparency, responsiveness, and proven competence are what motivate them.

There’s no doubt you can sign a client right away, however you probably need to take a hard look at your online presence and ask yourself whether you like what you see. Would you hire you?




Real Estate Leads Fact Number 1  — 90% of Home Buyers Go Online

90% of home buyers go online, and you need to be in front of them and number one in your Zip Code.  Home sellers are there too checking out comps and searching using keyword phrases such as home selling tips, best return on home renovations to homes for sale + cityname, to bidding wars and best real estate agents. They’re doing hundreds of millions of searches using Google, Zillow, Realtor.org, Yahoo, and thousands of other websites.

Make sure you’re highly visible on Google for all of them. Set up an amazing new mobile friendly  IDX website, with outstanding, professionally optimized content, use some real estate videos, and do a little pay per click advertising.  Build a strategic plan, then work the plan.

With spring markets so inviting in Los Angeles, San Diego, Toronto, BostonHouston, New York, San Francisco, Seattle Phoenix, Charlotte, and Miami, you’ll want to maximize your presence now.

Sharing is Good for your Social Health 

Share this post with other agents you know. 




Who are Lead Generation Companies? 

These are firms who provide buyer (or sometimes seller) leads for realtors, using methods of aggregating online prospects (most often via Google Adwords or cheap ad networks) which they then sell to realtors. 3 drivers promote the growth: a lot of prospects are online, home buying is in a frenzied state right now, and the fact there is only one home sold for each realtor in North America — there are too many realtors and most have few quality leads.

agents-6 deals or less
Realty agents in the hot Toronto market face the same challenge as those in other US and Canadian cities

 




 

Questions: Let’s assume they can generate solid leads.

  1. do you have the patience and skill to nurture and close these types of leads?
  2. do you have a website that can help convert them?
  3. what is the real cost of doing business with them?
  4. would a luxury home owner from your target community use their websites?
  5. can you respond to these cold leads fast?

Here’s Some Leads, but Let’s See You Try to Convert Them

The way these lead generators collect leads may be why they could be of poor quality. Ad campaigns, auto-dialers, and sketchy email lists of people make for testy, suspicious prospects. And these are someone else’s leads — they initiated them, which takes the warm and fuzzy out of it. Anything transferred from one person/company to another loses something in the process – the problem is lead quality and lead conversion.

Some realtors say these leads are hard to close while others treat them like flies at a picnic.  They’re basically cold calls and the prospect knows nothing about realtor’s brand image or honesty. And how do real agents and brokers feel about lead generators?

I’ve never found an online lead generation system worth the investment. Better to cut out the middle man (Internet) and just get out there and meet… people! — John Souerbry, Agent, Fairfield, CA —

I have never bought a lead. I don’t think that is the way to be successful in this business.  You need to spend your money developing a strong internet presence. — Carmen Brode, Agent, Scottsdale, AZ

It’s very expensive to purchase online leads. I’ve paid as much as $4,000 per month, but today I spend about $500 monthly. — Brian Talley, broker-owner, Austin, TX

Here’s 18 of the most visible lead generation companies onlinealthough new ones are coming. I’m leaving out realtor.com, and Zillow Leads because they’re more like Google or Facebook advertising programs. Some are well known while others are regional or startups. They all seem to be missing the vital component that creates genuinely good deals (in your target Zip Code) – the ideal customer experience from beginning to end.

The Good and the Bad about Paid Lead Generation

With some of them, the fees are low, sometimes only $20 a month and other times a little high, but almost never outrageous. For most, it’s like playing the penny slot machines at the casino. There’s a chance you could win, but is the payout worth it?

A few of the companies you’ll see below actually have you set up an account to be available for leads. Sort of like realtors sitting around a poker table. If you don’t respond fast, the lead is sent to someone else. In other cases, you will have to “buy your territory.”  The lead gen firms will push you in that direction once they have you on the hook.

Before you hire a lead generation company, consider how home buyers and home sellers themselves buy and sell a condo, home or property. They likely already know a local realtor or they’ll go to Google to search.  So online is a great place to be to lure the prospect away from his/her familiar agent.

Real Estate Search: Prospects begin with Google even though they could go directly to realtor.com or realtor.ca for MLS listings in their Zip code, or a major brokerage website such as remax.com, sothebys.com or kellerwilliams.com. Google has a better brand, a better search experience, and it leads to realtor’s websites or phone numbers where they can begin a trusting relationship with that agent.

Few condo or home sellers would type their personal details into the text box of an unknown website. And buyers are normally pretty cautious too. They want to get to know the realtor, so they’ll Google his or her name and if that discovery experience is unsatisfying, it dampens their spirit. That’s why it’s a good idea to be online in a good way – i.e., a great realtor brand image — an image built on prospects needs and preferences.

Google Adwords is the Lead Generator’s “Go to Source”

Google Adwords and remarketing programs could capture some good leads online.  The highest quality leads will often originate from Google.  However, most realtors could do this advertising themselves assuming they have a website with lead converting webpages. These programs are just a normal part of what a real estate digital marketer would offer along with lasting, sustainable, marketing assets.

Would I recommend using the lead generation companies? If they’re very cheap you probably don’t have much to lose other than your time, yet you could get distracted and fail to put 100% into your career. If you’re bright, you may learn a little about how they generate and convert leads.

Top Real Estate Lead Generation Websites

1.     Bold Leads – Bold leads advertises on unspecified networks to capture leads and direct them to you. If the lead doesn’t give away info, boldleads will continue to nuture the lead for you. You are given your own landing page on the boldleads site.

Bold Leads
Bold Leads

2.   Agent Locator – tells you straight they’ll conduct your ppc advertising and generate 480 leads for $6000. I like how they’re open about it. It may be worth gambling $6000 to try it out.
realtyleads3

 

3.   Market Leader – Aggregates leads from their own site called homevalues.com, Trulia.com, and via ppc advertising. Market Leader guarantees they won’t sell the lead to another agent. You get to manage it all from your “Pro” account.
realtyleads18

4.    Point2Homes Leads – offers low priced straight forward advertising options on its website where prospects arrive to search for a home. They also provide you with a webpage on their site.

5.    Real Estate Pipeline Leads – Real Estate Pipeline Leads says it has a network of real estate sites where it draws leads, and it gives realtors full ownership of their territory, although the size of that territory isn’t explained. Drip email campaigns are a big part of their service. Their basic package is $1164 for 12 leads.

 

6.   Agent Pronto Leads – Agent Pronto is different. There’s no upfront charge for leads! You will only be matched to referrals who have specifically requested to speak with an agent. They match each referral with a single agent that they believe is the best fit for their needs. Once you accept the referral, they provide your with the prospect’s full information and the details from their conversation with them. Sounds good. Their site looks a little lacklustre, but give them a good look.

7.   South Florida Real Estate Leads – This firms specializes in south Florida leads. They say they have a variety of sources of leads. It appears to be owned by Lex Levinrad who is a real estate coach and owner of the Distressed Real Estate Institute™

offrs-territory8.   Offrs –  Offrs uses vague sounding smart technology to find homeowners who are going to put their house on the market. It’s based on predictive algorithms or just social listening perhaps. If it works, it would be very exciting technology.

Combine that with communications that encourage homeowners to actually sell the property and that could be very powerful, particularly right now in places such as San Francisco, Los Angeles, Miami, Toronto and Vancouver where prices are very high.  They list by territory, but sadly your territory or Zip Code may be taken.
realtyleads7

9.  Trulia – Offers a service for seller leads with Market Leader, a company that was in severe trouble before the purchase. Trulia is no Zillow, but it does have some traffic.

10.   Prime Seller Leads – Prime Seller leads creates a bunch of pages on their site for you. The CMS offers the ability to send epostcards and eflyers and their system integrates with many broker CMS.
11.   eRealting – eRealting doesn’t sell leads, they give you a website to send all your traffic to! It’s kind of a CMS for rent. They state that it costs about $300 to create a client in their solution.

 

12. Lead Galaxy – Lead Gives you a home for your leads and uses the usual combo of Adwords, Facebook ads and telephone prospecting to create leads.

 

13.   Experian – Experian is a research and statistics business who have mailing lists of potential buyers and sellers. You can build your list online.

14.    Exact Data – Exact Data gets its lead list from telemarketing, opt in emails, and lists of prospective buyers and sellers. They claim superior data hygiene, however most list companies promise that.

15.    Commissions Inc. Lead Platform – Commissionsinc claims they are the #1 Real Estate Tech Solution. They offer a platform and an app to manage your leads.  They will run your Adwords and Facebook advertising campaigns for you. Sounds like a lot of noise. The value proposition is a little flaky.

 

16.   Firepoint Realty Leads – Firepoint says they deliver scalable lead generation with intelligent routing, to automated lead follow-up and task scheduling, to ROI and conversion reporting for all of your lead sources. The price is $350/month and you set you PPC budget which they manage. Is this better than a self-directed digital marketing program?


17.   Home Value Leads – Home Value Leads offers a CMS system for $59/month.
realtyleads16

 

18.   Refindly Seller Leads – REfindly helps you generate, engage, and convert leads using one convenient system. They claim that historically, their agents receive between 5 and 8 leads per $100 spent in advertising. You can spend as much as you like on ppc advertising and they give you a lead management system to use.

 

At the end of the day, it all comes down to leads and sales, dollars and time. I must say, I like Agent Pronto, and Offrs best.

Even the best lead generation sources and sites can be a negative if you neglect to build your own Internet presence and realtor brand image. People want to do business with those they know and trust.

Should getting known and trusted be your Job #1 in 2018?

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Real Estate Lead Generation Company 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. Find a Los Angeles Real Estate Agent who  has the very best real estate marketing wizard to help you sell your home for more.

11 Better Ways to Generate Real Estate Leads

11 Better Ways to Generate Real Estate Leads

I know, you get all your leads from word of mouth and all the rest “don’t do nothin” for me. What you may not be recognizing is that all channels power up your personal referral network and build word of mouth referrals from anywhere.

Staying old school agent and procrastinating on using all methods to grow your word of mouth referral network is unwise. 90% of agents avoid digital marketing. I hope you’re not one of them, because the top realtors I know all talk about how online is their growth area.

What is random and slow can be accelerated and improved.  You can build your audience and continuously engage them and avoid leaving your local neighborhood markets to your competition. Weave these 11 tactics below into a powerful overall strategy that is self-supporting.

Header graphic above is a Business vector created by Freepik

How Impressed Will Clients Be if They See You Have it All Together?

It’s not this or that tactic or, it’s using all of them to win.  Smart professionals who take the future seriously know they need to combine tactics like these and stick with them. Persistence is paramount.

And social media? Well, that has a special place in the engagement of your inner circle  and their connections. Each of these 11 tactics below will feed the others. Look at them as an army that will bring it all together for you. Have faith that this inexpensive effort will pay big dividends.

Most Realtors lack an overall strategy and they resort to hacking tactics to scrape out leads. Wouldn’t it be better to put together a multichannel strategy that helps you dominate local presence? These tactics below should help you step it up in lead gen.

Feed the Team!

If you’re a Realtor team leader, it’s not just about you.  Teams are where the success is, yet your team members need leads and to feel they have reach into the market. and supporting them generates big returns for you and a healthier sustainable agency. If you’re not doing it, your agents know it and begin jumping ship.

Let’s revisit the whole lead gen thing quickly with the 11 Best lead generation tactics.

The essence of excellent lead generation is wide scope visibility to the buyer and seller market and creating a clear emotion to choose you. Sounds so simple and maybe it is?

  1. Create topics, events and beliefs that bring you and prospects together. If they fish, play golf and tennis, travel, like fixing old cars, build furniture, grow flowers, watch HGTV, or eat health foods, then shouldn’t you be into these things too? This is more than blog and FB posting. It’s a way of getting invited into their lives.
  2. Create a visually welcoming website: a new website is fresh, easy to read and navigate, and has pics, videos, text and interesting headlines to draw them in. They’ll come back again and again because it’s fun, helpful and interesting. You may need to hire a good creative content person to get this accomplished. No, it isn’t easy but if you have the goal of a great website in mind, you will get your wish.
  3. Promote through social media, print flyer and local radio ads: A multichannel approach helps to focus the impact of your promotion. One channel by itself may not be engaging enough for your audience. Your offline promotions should bring them to your website and FB page, and get them on your email list. How well are you doing that now?
  4. Create a highly visual brand image and use it on your website, lawn signs and vehicle wrap: bright and ugly is what one very successful agent did, it really worked and made him stand out from the rest. Differentiation is the key. Don’t be boring.
  5. Leverage the new RETS industry standard MLS IDX system: RETS IDX gives you more flexibility and success in using your local MLS listings. These are the assets that your prospects crave.
  6. Use a new CRM system: with advanced lead scoring and engagement/conversion analytics, and the ability to send to a friend thus getting your circle to promote for you. Are your Google leads looking for bungalows, condos, or 4 bdrm houses near schools? Let your analytics tell you what they want and then give it to them.
  7. Hire an SEO / Content Strategist: 90% of buyers and sellers go online as part of their sales process.  To create high Google rankings along with epic, lead converting content that gets shared social you need someone who loves doing this stuff.  Plenty of strategically generated, amazing content optimized for Google really can generate huge traffic and leads. Don’t stick your head in the sand about online traffic — it’s the future of real estate and it’s your future.
  8. Build social media connections, interact with them, make them feel good:  because people buy when all their miseries fade away and they’re left with one clear state of feeling good. You make people feel good when you rid them of their troubles.  One agent I know of relies totally on Facebook and uses it as a central lead conversion center (he revealed some of his secrets to me). You can only have 5000 connections but that’s a big farm to grow sales.  The points is that homeowners are avid FB users and you can go from stranger to friend.
  9. Travel, meet people, study industry news and be more interesting: dull and uninteresting kills so build interesting material for your blog and FB page. That’s engagement. All that activity inspires others. Show your travels, celebrations, achievements, learning, and other people’s good stuff too. Celebrate everything and show them life is a fun blast and they need to buy or sell and start living themselves. Who wants a dull life?  Yes, travel is expensive. I wish I could travel because it can take your business to a whole new level and revitalize your personally. You need an “experience strategy.”
  10. Start a charity that helps homeless people, unemployed people, physically challenged and other forgotten people: show genuine caring by doing something them to suffer less and feel more hopeful: generosity does work so give away things for free and don’t favor any recipient. Be fair and helpful. You’ll get respect and admiration with your own local charity.
  11. Advertise on Google and Facebook: Can’t ignore his quick direct connection to prospects. It isn’t because you can’t afford it, it’s because you can’t convert the leads with just a phone number. This comes back to your CRM and lead conversion system, and the quality of the value offer prospects are seeing in your web content. Some agents win solely with PPC ads because with local targeting on FB, Google and remarketing. These give you an economical, continuous presence. Don’t use the lead gen companies. You can do it yourself.

There’s plenty more lead generating ideas, but these 11 give you the best bang for your buck.  Check out these top skills for luxury real estate agents.

Search Engine Marketing Services

I provide packaged services for successful agents, yet I am fully open to helping agents at a lower price point.  Take another good look at your website and ask yourself what’s missing.  Does your website and digital promotion really hit to the heart of what buyers and sellers like? Are you making them feel really good?

Call me anytime at 416 998 6246. I’m looking forward to working with a progressive and success minded realtor.

 

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Highest Quality Content for Realtors

Dominate your Market with Great Content 

What real estate web design and marketing companies have learned is that Realtors want their cake and eat it too. The battle is on to give everything they ask for, but it seems the one key piece that makes it work.

Zillow, Real Estate Webmasters, Commissionsinc, and AgentLocators try to provide such a complete comprehensive real estate marketing solution. That includes technology, messaging, analytics, and more. But in my discussions with prospects who have tried them, they aren’t too satisfied. They assumed that by having it all, that the most important things would be magically solved. Turns out, digital marketing in real estate isn’t that easy despite the promises.




You might be underperforming because your web and social content sucks. This is where a creative real estate content specialist is the solution — they create unique, significant, and relevant material to your specific target clients




Google too has discovered that as a helpful their ad service is to Realtors in providing leads, that home buyer and seller conversion rates are outside of their control. They advise persistently to offer better content for your visitors. And customers of the lead generation companies see the same thing. They provide all these tools and services ad nauseum, but Realtors see the same results regardless of who they are. There seems to be something in uniqueness, significance, and personalization that makes prospects pay attention.

So what’s determining Realtor conversion rates if it’s not the all inclusive service? High Quality Content.

High Quality Content is the Holy Grail

The value home buyers and sellers are seeking is the feeling of satisfaction that they’re getting close to what they want. If they see the perfect home for them, that’s the best content you can have — the thing they want. Well, chances are you don’t have that perfect home and it may not even be on the MLS. However, your content can persuade them that you are the best channel to get that satisfaction. It’s the same with sellers who want the best price.

  • High quality content is text, video, images and value propositions that represent what they are after. It’s your reasonable facsimile
  • High quality content serves many other purposes too such as high Google rankings, and social media sharing.
  • High quality content makes a better impact resulting in more buyer/seller intent and more immediate action.
  • High quality content keeps buyers/sellers more engaged and keeping you top of mind.

So this missing piece of the pie, is also kind of an all-inclusive benefit in itself. High quality content serves all of your promotional needs and does it really well. It’s like the product on the shelf that sells itself. But it’s not a simple matter to create exceptionally good content. It’s a matter of strategy, budget and time. Too often, realtors have none of these which is why 95% of all agents never improve their earnings.




At some point, you have to stop following trends and all you can eat digital marketing schemes and begin pursuing a unique route to really satisfying your prospects. That will take expertise, time, money and confidence. Keep reading this blog and you’ll build the spirit and confidence necessary.

Content is central to success in real estate marketing today, so start thinking strategy and how you’re going to present an irresistible offer via that content.




Additional Reading:

The Essence of SEO: What Is High-Quality Content?

The Nine Ingredients That Make Great Content

 

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8 Crazy Good Lead Generating Tactics You Need to Use this Selling Season

It’s 2016 and the Outlook is Excellent

We’re getting close to the 2017 spring selling season where 60% of your sales happen. It’s crunch time! Try these Top 8 Lead Generation tactics to grow your contacts and build a buzz about working with you. Ramp it up and one day you may be running your own brokerage.

Any luxury realtor, whether selling presale condominiums or million dollar mansions, can amp up their sales prowess by strategically adding on sales tactics and honing them within a more skilled strategy. The payoff for some might be millions in new commissions.




2016 is already off to a near record breaking start.  There’s plenty of economic factors in the Canada and US markets that will drive sales this year. And a surprising amount of demand is coming from China. It turns out that only a small number of realtors are pursuing Asian buyers. That leads us to tactic #1.

  1. Offer to pay Asian and Arab investors travel expenses if they visit and buy a property with you. You can set up a travel itinerary for them using Air Canada. They pay the airlines fee and a hotel room in your town. You pick them up at the airport. Ensure the accommodations look good online. You can dress this invitation up as a wonderful vacation of a lifetime. Many Asians would love to visit cities in the US or Canada. Places such as San Diego, Vancouver, Calgary, and Toronto have drawing power. You can leverage that.

chineseTreat the prospects trip like a vacation and let them know they have an opportunity to park their investment dollars into something with potential. San Diego is becoming a hot market, and Vancouver, BC, and Alberta properties are a bargain because of the 40% exchange rate.

A few realtors have gone to China to arrange visits by the plane load. It’s not hard to see the potential in 300 Asian investors landing in your city. They’ll be buying something. If they don’t buy, they have to pay their $5000 bill themselves.

Because the Yuan is depreciating, Chinese investors need to buy a property or something here as soon as possible. Build a new website in Mandarin and make your special offer. Add investment advice, and a little about how wonderful it is to live in a free country with lots of room.  A firm can make your site visible in Baidoo and Google.cn and other popular Chinese websites. These investors are often looking for big luxury properties.

  1. Use Google Adwords. Really? Yes, Adwords has incredible reach to people who are hunting for real estate or selling. Can’t beat it. But you need to do it well. What I’ve learned about Adwords is that you must test, test, test. Your quest is to find the best ad wording, landing pages and value proposition. Even after you optimize your ads and have amazing landing pages, you must have the best value offer.Analyze your UVP and your hook, and ask others what’s weak about them. Get lots of feedback. If you optimize your lead funnel, it will pay off despite the cost. Marketers are discovering that even with PPC, content marketing tactics are necessary to build prospect’s interest.  Buying real estate is a high involvement purchase and good content is something that increase comfort and and increase desire.
  1. omnichannelmarketoUse all Digital Channels. Yes, it is a lot of work, but one or two channels doesn’t cut it.  When you increase touchpoints with customers, you give them more emotional justification for working with you. And the repeated exposure is good. Omnichannel digital marketing works best with lots of content – infographics, long and short blogs, downloadables, whitepapers, case studies, videos, persuasive emails, and PPC advertising. Keep throwing value at the prospect and eventually they’ll break and give in. Persistence.
  1. valuepropositionbookImprove your unique value proposition. Are your tactics, brand and value proposition the same as thousands of others? That’s not good. You can run a fantastic marketing campaign, but if your UVP sucks it will bring everything to a halt. Every agent has a UVP. It’s what your prospect believes about you and your ability to make things happen.You must be compelling, relevant, and unique.  Your UVP is you and your offer of professional help. What can you add to your UVP to push you by your competitors. What will the others not do? Do that. Tell prospects they are going to get some special, wonderful treatment, other than hellos and smiles. That’s not enough.
  1. Create new original interesting types of content and optimize them for Google search rankings. Don’t say you know how to do this. I’m an SEO guy. I know how to do it. I see agent’s blog and pulse posts all the time and they get no traffic and don’t generate value. People don’t have time to read unless you get it into an exciting format such as a video, infographic, downloadable pdf charts, graphs, or photos. It’s not easy but it does set you out as someone to remember. Part of your content should be for use on other people’s websites, which creates inbound links to your website.
  1. Blog about, network with, and even promote other agents/brokers. Other agents can bring business to you. Coopetition has been a good tactic for a while. Link with as many other agents as you can on Linkedin, and retweet their tweets on Twitter. Create a friend as they will last longer than any other relationship. Work together like sheep dogs! Linkedin is a great tool. I’m linked with thousands of real estate agents.
  1. retweet-elmerBuild your email list and do direct marketing. A lot of agents don’t nurture their email lists. Build unique, valuable, and entertaining content to stay top of mind. email is still a powerful lead conversion tool. Set up an account with Constant Contact or MailChimp. Within your email campaign, run a contest for a 4K TV for men or a new wardrobe for women — use it to grow your contacts.
  1. Setup multiple Twitter accounts and a Facebook account to reach diverse local audiences on topics they’re interested in. Most people don’t want to talk real estate. It’s boring, stressful, and they’re so distracted today. Create accounts or even websites on interesting topics such as investment, travel, retirement, health, local sports, and health and wellness.Hire a great copywriter like me to fill these sites with relevant, engaging content. How about a site that is constantly updated with local sporting and events activities? Whenever they wonder about what’s happening in town, they’ll go to your site where it’s all laid out.
  2. There’s other services such as Follow Rocket that can help you get more followers and reach more people.

That’s 8 of the most powerful tactics you can use within your superb digital marketing strategy. As you get into this, even more opportunities will appear. They don’t appear until you get into it. Winners and leaders are more nervy and creative. Don’t be ultraconservative, old school, or burdened under the weight of your own skepticism. Get started.

Your future in business is completely in your hands. You decide right now what direction your business, income, and lifestyle will take. Make a good decision.

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I have experience in every industry from real estate to hotels to travel to medical services. You’ll be my next success. Let’s talk now at 416 998 6246.

 

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.

How you can Power up Your Lead/Sales Funnel

Tip to Help you Convert Visitors to Customers

Improving the sales funnel is most digital marketers top priority today. And for two good reasons:  1) their traffic is much lower than previous years, and 2) doubling their conversion rate could triple profits.

no_sales
Picture courtesy of Wjunction

Years ago I had client websites rolling in traffic from Google and other search engines, yet they couldn’t convert enough of them to actual paying customers (real estate, loans, hotels, apparel).  It was too much for me as an SEO guy at the time, to solve. The problem was not keyword targeting or traffic volume.

The problems were typically a weak value proposition and selling proposition, poor conversion process, limitations on the kind and quality of content, insufficient investment in content development, insufficient personal involvement in the content by the client, no social presence, and poor web design.

A Compelling Clear Unique Value Proposition they Love — A Powerful Brand

It’s well known now that by the time someone visits your website, they’ve pretty well made up their mind about a purchase. They’ve entered your sales funnel at a later phase, yet they still don’t call you or purchase. What are they looking for anyway?

The Leaky Sales Funnel:  Since the typical conversion rate is up to 2%, we know about 98 out of 100 of your visitors will be leaving. The science of lead funnels then is to sytematically discover target audience’s emotional drives and ensure they get what they really want.

What customers want is a complex matter, but those 98 visitors are your birds in hand.

Building Emotional Impulse

What your visitors want most is emotional justification to talk to you or become your customer and commit to an action.  People buy on emotion and justify with information.

As I mentioned in posts on growth acceleration, after you present that powerful UVP, you need a content strategy that builds emotion. And at key points while they’re on your site(s), you have ramp up that emotion fast. It’s in that frenzied moment of emotion that they pull the buying trigger.

It takes excellent content strategy to overcome buyers sales resistance.

If this is all too deep, think for a minute about the last time your tried to talk someone into something. You likely tried to appeal to their wants and desires, showed the benefits of doing what you wanted them to do, and offered them an incentive. Maybe you were persistent but that didn’t work. Then you offered something special and still no response.

It’s not until you really get to know your customer, empathize with them, and present your offer in terms of their deepest wants and desires that you’ll get anywhere. It’s personal and you need to get involved.

What’s Wrong with Your Lead Funnel?

Increasingly, web marketing companies are focusing on the content pathway, and timely messages as visitors are onsite. They’ve learned to pave the path to purchase. The visitor is guided and attempts are made to strike an emotion with them. So what’s wrong here?

  • your product/service doesn’t beat a competitor’s on a key point
  • your competitor has bad mouthed and spread lies
  • customer has been brainwashed against your type of product
  • your products/brand doesn’t offer the best value
  • your product/service doesn’t solve the customer’s pain
  • your site content and branding has confused them
  • your site’s content isn’t good enough
  • your content strategy doesn’t disrupt their sales resistance
  • your content strategy doesn’t create the right context for them to justify a purchase
  • landing pages are messy and pushy
  • your brand doesn’t look customer-focused
  • your keywords and copy appear to be misleading
  • your content hasn’t addressed their post-purchase anxieties
  • your site lacks credibility
  • your content paths aren’t specific enough
  • your calls to action aren’t good enough
  • your graphics and visuals are irrelevant
  • your visitor is currently bored/distracted
  • you don’t have an incentive to help give that extra push to make the sale

A worthy content strategy that accelerates them through the sales funnel is one that presents your unique value proposition clearly and convincingly, keeps them on a clear pathway, controls or alters their mental/emotional context and reduce their sales resistance.

A great, credible and persuasive unique value proposition is very powerful, but the missing ingredient is knowing the visitor’s emotional blocks. When you discover that, you’ll have a tsunami of success.

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