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.

 

Digital Marketing Attitude Survey

Getting our finger on the Pulse of Professionals

Please take this survey on buyer attitudes toward digital marketing services. I will send a report to each participant if you include your email address in the comments box.

It will be fascinating to discover the prevailing beliefs of online marketing from professional Realtors, Mortgage Brokers and Agents, Dentists, Realty Developers, Insurance Agents, Small Manufacturers, and other small to mid size business owners who are facing big decisions about how they’ll be doing their marketing in 2016.

Here are the 11 Questions:

 

Thank you for your participation and I hope the results help you make better decisions!

US Weather Forecast – Outlook for US Regions Winter 2016/2017

How’s the US Weather Forecast for 2016/2017 Shaping Up?

As we head into the fall/winter season of 2016/2017, many realtors are wondering what the weather outlook is in our region. Business entrepreneurs and consumers should take heed of weather patterns as they can affect consumer expenditure and business revenue and intentions.

The dry conditions across much of the US could spell big gains for the solar power industry.  Terms such as solar shingles and power converters could become common words in homeowners vocabularies in 2017.  If you own a business in this and other alternative energy sectors, I’d like to hear from you.

I’ve got a cross reference of the nation’s weather forecast from different weather reporting agencies. Let’s take a look at future precipitation, temperatures, possible storm events, and regional weather trends will denote the 2016/2017 winter cold weather season.

Selling in the Fall Season for Realtors

Buying Property in Canada
Regardless of season, foreign buyers find pictures like this very fascinating.

While there’s always been seasonality about home sales, given that most buyers wait for the spring you might already be in hibernation mode waiting for spring 2017.  However, inquires about buying North American property are coming from around the world. In their locations they may be experiencing much different weather and they may see the off-season as a time to get a lower price.

Don’t close your mind to selling in the fall or winter season. There is no season for good buyers. Opportunities are rare today, and they’re ready when you make those opportunities happen for them.

The offseason is the perfect time to plan your strategy and prepare to grow your sales — don’t wait until you’re busy again.

Farmer’s Almanac Fall and Winter Forecast

Farmer’s Almanac’s Winter 2016/, 2017 Forecast is calling for cool weather in Los Angeles, San Francisco, Vancouver, Toronto, Montreal, Seattle, Minnesota and most of Canada. The southern US looks to be in for great weather this weather. With the southern prediction so balmy, where will you be spending your winter vacation in the next 6 months? I don’t think you will ever beat California for it’s constant 70 degree temps and comfort. The snow country near Denver, Salt Lake City, Tahoe, Whistler, and Boise might be the perfect year for a ski vacation.

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Farmer’s Almanac’s Winter forecast is for cooler weather in the Northern US, but still above the yearly normals. That could predict a lot of snow for areas such as in Chicago, Minneapolis, Green Bay, New York, Boston, Philadelphia, Indianapolis, New Jersey and the New England region. Tampa, Orando, and Miami should brace for a wet, humid and mild winter season. It appears California’s drought conditions will continue.

You can check out specific regional and local forecasts via Farmer’s Almanac’s Website however be forewarned that they expect you to subscribe. But go ahead and do it because they’ve got handy tips on gardening, calendars and their interesting skywatch pages.

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Screencap courtesy of Farmers Almanac

If you live in Los Angeles, San Diego, Miami, Albuquerque, Houston, or San Francisco, the weather forecast is decidedly similar every day which we all sure appreciate when we get tired of the cold and take a vacation to your city. Yet, in other areas such as Boston, Seattle, Vancouver, Chicago, New York, Portland, Denver, the changes in temperature, precipitation, and winds are a serious matter we must prepare for. The snowy condition throughout the Northern US and Canada, certainly mean we’ll need snow tires on our vehicles. I hope someone is putting them on the driverless cars too!

Next, Let’s take a look at the National Weather Service’s predictions October to end of March 2017.

This is the temperature forecast for October for the US.

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Temperature forecast for the last 3 months of 2016 for the US

 

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Temperature forecast for the first 3 months of 2017 for the US

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Weather.gov Long Range Forecast 2016

The drought conditions are expected to continue in California for the remainder of 2016 which may support dangerous wildfire conditions in some regions and cities.

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2016 — The Year You Launch Your Own Brokerage

Autonomy, Freedom, Money, and Equity

When you work for a big brokerage, you give away your autonomy, freedom, income and equity. You create value for Remax, Royal Lepage, Sutton Group, Century21, Sothebys, Home Life or the new kid, Engel & Volkers. How about hanging onto that equity?

I’ve known a few very successful people and what they all had in common was initiative. They didn’t sit around, coast, let opportunities pass, or let less important things get in the way. They always had their mind geared for the business they were passionate about building. They weren’t smarter. They seemed to have this vision of where they belonged and they were compelled to follow that path.

A guy I went to high school with was in the news today. His US/Canada company is valuated at a Billion dollars and it’s growing. He had that leadership quality and now all these decades later, it’s apparent he had to be at the helm of a successful firm.

Entrepreneurial leaders have faith and clarity in the sense that they knew something great was going to happen — the journey and the destination. It’s that expectation that’s made them resilient and creative to navigate their way through to success. Richard Branson, Larry Page, and Elon Musk are a few entrepreneurs who have very positive expectations. Do they have regrets?

Here’s what they really want:  Freedom, Autonomy, Money, Self-respect, and to make other people happy. They’ve given themselves the licence and freedom to create their ideal, emotionally fulfilling lifestyle.

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Merrily Hackett

Smart Long Term Decisions

Out of millions of realtors, mortgage and insurance agents and other professionals, only a select, special few will launch their own company. The rewards are intense. Realtors such as Darryl King, Merrily Hackett, Barbara Corcoran, and Sam McDadi started off humbly and they’re doing phenomenally well. Merrily’s brokerage Sutton West Coast Realty did $22 billion in sales last year.

What About the Complexity?

Launching your brokerage rids you of your broker split, office and desk fees and gives you more funds for marketing. If you fear the paperwork and compliance tasks, you can outsource to a company such as Realty Point. They could rid you of administration tasks. And when you incorporate, you can defer income to tide you through low sales years. It’s just plain smart.

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Do you Need to Start Now?

If you’re of the opinion that you should build this dream incrementally (coasting) you probably won’t have the momentum and power to get there. You can’t coast uphill. It’s wiser to start with the intent of building your realty or insurance brokerage sooner, especially during peak sales years. This intensity gets you focused to create an advantage. If you have good confidence you might even choose hypergrowth strategies to get a smart jump.

How Will You Stay Competitive?

If you’re going to be competitive and build significant revenue, you’ll want to leverage the best tools, strategies and talent. There are plenty of agents who actually need to work under your wing. All you need is a system to generate leads and convert those leads. That’s where I come in. If you and your team have a good attitude and pleasant interpersonal and business skills, clients will gravitate to you.

Clarify your process:

    1. create a marketing plan that specifies the source, reach and capture of leads
    2. use a digital marketing strategy that leverages all digital channels
    3. use a prospecting strategy that quickly discovers good leads
    4. maximize your leads with wide exposure on the Internet and local media
    5. increase your conversions by clarifying your UVP to prospects
    6. build your unique value proposition even further
    7. decide on your brokerage business model
    8. bring on one realtor who believes in what you’re doing and can help you build the correct business model
    9. use social media to engage all your connections and build that word of mouth network
    10. test, reiterate tactics, until your lead generation machine is purring like a kitten

I’d be delighted to help you design and manage your complete digital marketing campaign. You’ll get incomparable value and avoid making beginners mistakes.

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21 Success Tips for Top Selling Realtors

BIG Kahunas Lead — And Make a Lot More Money

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

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

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

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

Here’s 21 Big Kahuna Success Tips

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

 

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

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

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

Market Kahunas Draw the Best Leads Possible

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

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

darylking

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

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

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

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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.

Take Action – Your Love for What you do Will Take Care of Everything

I attended a seminar in Markham, Ontario last Monday evening. It was hosted by Julie Flippin of Small Business Savvy. She’s a sales coach who helps small business people discover what is holding them back from achieving success and get on with building a successful business.

It was fascinating to hear her talk about how we all need to fight our demons and become successful by taking action.

Are You Getting at it?

What Julie does is find out why you’re not succeeding. She asks you questions about how you spend your time, who you spend time with, how you victimize yourself, how to rewrite your life story and self-understanding, and what to do about the people who are not enriching your life and career.

gowithheartAll excellent topics to explore, because the reason we’re failing is all around us and inside us. If you’re going to reno a house, you have take out all that nasty stuff and throw it in the trashbin.

But what if you just take a chance and forget all that psychology and rewriting your life stuff? What if instead, you just get at it without thinking? What if you trust your heart  about the grand results, lifestyle, and freedom you are capable of  creating? What if you disregarded fear and took a chance?

Getting Past Failure by Associating with the Right People

If you’ve been with the wrong people, as we all have, you know how they can sap your strength and diminish your confidence. I want to remind you that success changes everything. Your confidence rises as you build success, and as you get feedback from great people. If they don’t support you, they are toxic. Finding good associates or others who support your goals and who appreciate what you offer them is vital. Brains, expertise, technique, and hard work will only get you so far.

Let Others Help You Improve

Sometimes attending a big event gives you the sense of camaraderie of being with people in your profession. You gather energy, ideas, enthusiasm, and your mind and heart begin to soar. I’ve attended big conventions in Boston, San Diego, Dallas, and Toronto and you do get a bit of euphoria going for you afterward. These are those moments where you can launch yourself to your full potential.

Brian Buffini is hosting a real estate convention in Toronto on Dec 3rd. It’s $95 and a good way to hear some articulate real estate pros give you motivation, direction, process, and tips on improving your realtor marketing results. There are plenty of speakers covering everything from social media to confidence building. Let me know if you’re going.

Of course, if you already know you need to do digital marketing to build your business, then you could just get at it!  You have the answer — go with your heart and your head will thank you.

Brian Buffini emphasizes a knowledge of money (or do you just need to value money more?)

Gord Collins and the Bay Street SEO Company has been a leader in San Diego SEO, Los Angeles SEO, San Francisco SEO, Vancouver SEO, Boston SEO, and Toronto SEO for 18 years.  Gord offers Markham SEO, Richmond Hill SEO,  and Mississauga SEO services. Take the leap this year and grow your business.

Yes, You Can Become a Millionaire Real Estate Agent

If Someone Else Did it, You Can Do it – Become a Millionaire in Real Estate

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Like Tony Robbins says, “you will make a decision right now whether to improve or stay stuck.”

If you’re a 21 to 36 year old realtor, you’re very smart. Most agents are approaching retirement and they’re going to leave the whole housing market to you. That’s brilliant positioning. But how’s your business development going? Are you ready to take charge and become a millionaire real estate agent?

Is there an easy way?

Everyone reaches a point in their career when they need to let go of their “shtick” and adopt a new approach — changes that will position you to go to the top. And yes, even 25 year olds have a Shtick.




Remove the Small Mindedness

Open your mind because here’s how you’re going improve your career outcome.  If you view yourself as an entrepreneur, investor, thought leader, and mover and shaker, you’ll get things moving. The real value is what spins off this train you’ll get rolling.  Your original idea may not work, but once in motion, the very best opportunities appear.

  • vastly improve your leads by leveraging digital media
  • improve your lead quality by attracting the best qualified prospects
  • explode your reach to tens of thousands of people
  • be present everywhere so you’re easy to find
  • increase variety of investors and buyers
  • open your presence in home services, mortgage, travel and other industries to access new types of business that you can refer to others
  • better capacity to capture and close any deal that comes along
  • exposure to multi-millionaire investors
  • more visibility as a credible expert
  • more time to focus on critical areas of your business
  • hiring agents to start your own office
  • help your new agents expand their networks
  • leverage their networks for results at scale

Sometimes We Have to Reinvent Ourselves

Merrily Hackett, a Vancouver real estate agent, was in danger of bankruptcy and seemingly going nowhere. But necessity made her more creative. She improved what she was weak in. Her company is now the biggest real estate agency in Canada with 25 offices and earning billions in sales.

Sales brought that (competitive spirit) out in me. I strive for excellence. I’m driven. When people say that I can’t do it, that tends to motivate me even more. — Merrily Hackett, Sutton Realty.

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Merrily Hackett, Managing Partner and General Manager of Sutton Group – West Coast Realty, created Canada’s top real estate agency in Burnaby BC . From humble beginnings to $8.6 Billion in annual sales.

Millionaire agents build their success through prospecting, constant prospecting. They sleep, but they never stop. Their marketing machine works round the clock. This marketing persistence is only one of the keys. You’re about to go to more parties, if you leverage digital to get invited in on all the sweet deals.

Feed Your Drive

If you become content with a sale every few months, you lose that driven spirit to build your presence and huge volumes of leads for yourself. Competition is intense now.

With thousands of realtors now, you may fail, if you don’t outcompete them with a smarter digital marketing strategy. Real estate marketing is reasonably challenging, but top realtors such as Merrily Hackett master it by leveraging technology, experts, and other real estate agents.

Now, it’s all about 2016. It takes time to gear up. Time for you examine the top realtors and study what they do.

 

Some of what today’s top digital realtors do:

  • try something new even if they don’t know how to do it
  • build a lot of high quality, useful content
  • create new content that is optimized for Google rankings
  • have an attractive website with full MLS listings
  • have an effective, friendly brand image
  • promote and advertise extensively – including in person events
  • be customer focused – showing you are truly working for them
  • be likable – project an image of helpfulness and positive spirit
  • be authentic and honest – build transparency
  • be trustworthy – show you believe what they believe
  • use determination – a calm, confident, no quit attitude
  • create a positive, engaged presence on Facebook and Twitter
  • use an omnichannel strategy that focuses all effort and resources
  • communicate a clear, significant, personalized, unique value proposition
  • use a drip email campaign that adds value
  • follow up on leads in a helpful, information seeking and engaging style

With these in mind, here’s a winning Realtor’s plan of Action:

  1. Target Persona: Build the best view of your target persona — you must know your target audience well. If you’re a North or West Vancouver, West Bay, Sandy Cove, Kerrisdale, or Shaunessy area realtor for instance, your ripest target is upscale, perhaps Asian, an investor, between 30 and 50. Your time should be spent studying your prospect’s lifestyle, beliefs, values, attitudes, personal expectations and what they don’t know.
  2. The Real Goal: How will you attach yourself to their dreams? How will you establish yourself as an important, helpful person in their lives? How will you get them to let go of their “preferences” and hire you?
  3. Relevant, Personalized and Persuasive Content: Before you can go big with advertising, you need highly relevant content – your content confirms to them that you believe what they believe. It also shows your expertise and commitment to hard work. Keep in mind that to them, you are your content.
  4. MLS Property Listings – your MLS listings fed through your MLS associations listing feed is published into pages that your SEO guy can optimize. One top realtor has 8 million pages indexed in Google from his site. That creates a lot of visitors and they like looking at homes.
  5. Big Promotion. Don’t spend your money until you have your content in place and you’re ready to engage them strategically via social media. And when everything’s ready, don’t get cheap with your ad budget – do Facebook, AdWords advertising, and local print news flyer sheets too. Top realtors have ad budgets well above $100k per year. Advertising works.

Powerful CRM and Lead Management Software

If you can’t afford a real estate webmasters account, there are other CRM tools you can use to help you engage your contacts and build your database of customer prospects. And, of course, you’ll have more time to personally engage with your prospects and customers, rather than struggling with digital marketing tasks.

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Condo Market Heats up in Toronto, Vancouver and San Diego

Realtors Looking at Strong Market for Condos

The market for condos in North America’s hottest cities is heating up as housing becomes scarce.  The low Canadian dollar is making all Vancouver and Toronto properties an attractive investment but condos are the hidden gem for investors. The market in San Diego too is also being driven by a lack of housing stock.

3 Cities Primed for More Price Growth

Vancouver is loaded with condos and Toronto has seen a huge growth in new condo developments in the last 5 years. San Diego’s condo market is poised for astonishing growth.

As this graphic highlights, the great recession barely affected rocketing prices in Vancouver since 2002. There is no more land in Vancouver which means the sky is the limit in Canada’s top city.

vancouverhousing

Explosive growth in the Canadian market is fueled by Chinese, Middle Eastern and US buyers.  Vancouver is the main target of wealthy Chinese buyers. The strong Yuan and weak Loonie means Chinese millionaires are finding plenty of bargains to move into or to use as investments.  Many of the units are sitting vacant but don’t expect to see them on AirBnb.

Toronto Sales Volume Rising Fast

Toronto’s condo sales volume grew 10% in August in the city and 23% in the region just outside Toronto.  No housing bubble is forecast for Toronto.

BILD CEO Bryan Tuckey says many potential first-time buyers are being priced out of the market. He says there’s a limited supply of new houses because of a lack of development-ready, serviced land across the region, which means “homes are being purchased faster than they can be brought to market.”

Foreign Buyers Helping to Drive up Prices in San Diego

San Diego’s real estate revival is in progress. Realtors are just getting positioned for the coming boom.  The graphic below from Jorge Castelon of Harcourts Pacific Realty in San Diego reveals the upward trend.

san-diego-condos

That’s an eye opening 50% rise in 5 years and the real estate market in San Diego still hasn’t taken off yet.

This graphic from August shows a shortage of units is lifting prices fast.

sandiegosalestrendsaugust

The US is the only country expected to excel economically, which means the US dollar will only go up. San Diego properties might be as good an investment as those in Toronto and Vancouver. As the world’s baby boomers begin looking for ideal locations to live the last decades of their lives, San Diego will be high on the list.

San Diego has 64 huge condo buildings and San Diego county has many more. The San Diego market is still marked by a high underwater rate so there’s plenty of hidden opportunity here.

The prices are outpacing wage growth, a trend that analysts say is only going to continue so long as the region sees its supply of housing remain tight. Mark Goldman, a loan officer and real-estate lecturer at San Diego State University, said home prices are appreciating faster than he expected — from the San Diego Tribue.

With mortgage rates remaining at such low levels, the condo market will be especially attractive.  The average homeowner in San Diego spends $10,647 per year on their mortgage. And the average renter in the city will pay a whopping 44% of their income on their rent. Either for rental income or as a capital investment, condos and homes in San Diego look awfully good.

Of course, we’re talking about San Diego. The luxury market is even more attractive to Chinese buyers who typically only look for $1 million+ properties.

$11.78 billion: The dollar amount in home sales in San Diego County in the first half of 2015, up 13.2 percent from $10.4 billion last year —  CoreLogic.

sandiegocondoview
Photo Courtesy of Dream Homes Magazine

Prospective buyers around the world will see condos for sale like this one at right.

If this market potential doesn’t excite you, I don’t know what will. If you’re a San Diego, Vancouver or Toronto realtor with condo stock for sale, it might be the perfect time to do digital marketing right.

Contact me at gordcoll5@rogers.com to get started with a better digital marketing program designed for realtors that includes SEO, content strategy and social media engagement. Visit my linkedin page too linkedin.com/in/gordcollins.

 

 

 

 

 

 

 

 

 

Note: the above content is not presented as a proposition for sales in real estate, nor advice about any realty investment. It is a commentary on economic and real estate conditions. All investors face uncertainty and economic factors beyond control and are advised to consult with a professional realtor before buying or selling.

4K Digital Marketing is the Next Wave for Realtors and Travel Companies

High Definition Yet One more Advantage for Smart Realtors and Travel Agents

It seems almost a monthly event where new technology impacts web design, video,  or digital marketing. The recent leap in TV and tablet display technology called 4K or ultra HD TV is one such development that will have an impact on web design and the web experience people expect.

Luxury real estate agents should pay closer attention to 4K and the corresponding boom in Internet bandwidth being ushered in. It’s exactly these technology waves that successful people surf on. This is where the big money is made.

surfingwaves
Smart people see these waves coming.

For realtors and travel companies, 4K is a powerful way to produce engaging content, lift Google rankings, drive social media engagement and reach, and generate new leads.

And this is just the latest way of uplifting your marketing strategy, growing leads, and creating an unbeatable unique value proposition — one bit of progress that could enable all the other areas of progress. I see it as a platform for taking your entire business to a new level.

Hi Def’s Already Here, but 4K is next

4ksonysmall4K has been around for a while, however it’s just in 2015 that sales of hi resolution displays have rocketed (up 143%). They’re getting ready to produce 8K displays, just so you know!
The amazing hi definition clarity is 4 times that of HDTV. And the colour range, low power LED and very fast refresh rates (120 Hz) that the latest 4K displays and new smartphones/tablets enable a whole new level of visual experience. And the new smartphones put 4k right into your hands.

For those marketing luxury properties, and those in the travel and entertainment marketing field, 4K HD is a new pipeline to wealthy consumers. First marketing adopters build a first to market advantage, so you should get a jump on this one or another wave will pass you by.

It’s the affluent with a taste for new technology and extraordinary experiences in particular who are first consumer adopters of these TVs and devices. Cable networks are already paving the way for broadcasts in 4K HD. Rogers is offering a new service for $250/month in 2016. The vivid clarity of 4K is eye grabbing. It does make a better emotional impact. And if it’s more engaging, it’s more persuasive as a marketing medium.

4K Marketing to Wow Homebuyers and Travellers

Using 4K HD in your Web designs, home listings, and videos, or travel destination videos is definitely taking things to the next level. And I combine travel and real estate deliberately because the wealthy see them as an integral part of their lifestyle. And foreign buyers must travel to view your properties. You need to prove to them it’s going to be a worthwhile trip.

And of course, travel agents can make big waves on their own by using 4K travel videos.

A first time approach to 4K marketing might be to incorporate 4K property pictures and property videos into your blogs. Your IDX listings likely won’t have anything 4K soon. The bandwidth needed is ridiculous. This is probably something you and your HD web designer will need to do yourself. There are drone videographers who have 4K cameras and editing equipment, so they’re ready when you are.

Fast adoption of HD Tvs/displays/tablets in Asia and the US means home buyers and travel consumers will gravitate to websites and Youtube pages that use 4K. Your current website and social pages probably won’t look too hot in the new displays. You’ll cringe when you see them.

As for your own selling aid, (e.g., your new iPad), these new higher resolution devices can create a more compelling experience for homebuyers that you’re showing homes to. Your own brand will rise by riding the crest of this new technology.

And for foreign property investors looking at what you have to sell in San Diego, Los Angeles, San Francisco, Vancouver and Toronto, it means giving them a more reassuring look into available investment property from downtown condos with sweeping views expansive countryside or seaside estates. Nothing hidden — total transparency that builds trust. It’s all about trust in the $1 millon+ market.

There are 2 million real estate agents and travel brokers in the Americas. How many will ignore great opportunities when they appear? I hope you’re one that decides to incorporate 4K into your value proposition, spruce up your Google rankings, multiply your mls views, and supercharge your social media results.

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