When you meet prospects or contact them, they will Google your name. They want to know more about your credibility and build a case for hiring you. They will find you on Google, and what will they find?
Is Your Website Killing your Business?
If your website looks awful, has poor content, and you have no social media presence, this poor picture ruins the hard work you’ve done to build your reputation and presence. They’re not seeing the real you, but for them, your Website is you.
So come on, let me help you get the basics covered and launch a convincing real estate website. This is an exceptional offer to get you looking respectable and as a credible Local Realtor they can trust. We all have to start somewhere.
Here is what You’ll Receive:
⦁ a current website audit to discover issues and opportunities and fix any technical problems
⦁ conduct keyword study, and content strategy plan for a new site (or current one)
⦁ setup a simple, attractive WordPress website (if you don’t already have your own website)
⦁ 10 optimized blog posts posted over one month period with visuals relevant to your local market
⦁ 3 articles for posting on other websites (outreach)
⦁ optimize your website for SEO and visitor engagement
⦁ social media posts and optimization for 1 month
⦁ free copy of the new 2017 SEO / Content Strategy Guide 1.0
⦁ discuss what you need to do to take your site high when you’re ready and able to do it
Getting Unstuck and Online the Right Way
Why would I go through all this effort to work with you? I want to do something generous yet I want to make it easier for you to get started and keep going. You’re not going to start at the higher price levels. That makes sense, so let’s do this cheapie so you can get your lead generation and conversion process up and running. It’s all about stopping procrastination and moving forward.
Let’s Get Rolling!
The web and social channels are too important now. Forget about a bad housing market being the biggest threat to your career. It’s your own invisibility and lack of branding that will kill your real estate sales career.
Introductory Real Estate Marketing package: is $US 495.00 or $CAD 595.00
Merrily Hackett, CEO of Sutton Group West Coast Realty is enjoying a phenomenal career in real estate. I’ve talked about her a number of times because she’s a great role model for any salesperson or business person.
Having built 3 separate brokerages in the Vancouver area, and leading SG-WCR’s 25 office brokerage, she’s showing us how to outcompete the competiton.
Last year, U.S.-based author and speaker Stefan Swanepoel ranked Hackett at No. 15 on his list of the Most Powerful and Influential Women in Residential Real Estate. Sutton – West Coast made 16,500 unit sales and over $11 billion in sales volume in 2014, which Hackett calculates brings them in at No. 5 in North America.
Create Quality Time for Relationship Building
Let’s not say “prospecting” anymore. Let’s call it relationship building.
You absolutely need to develop productive relationships with mortgage agents, renovators, landscapers, home inspectors, and prospects that include seniors and young couples.
In an interview with Real Estate Magazine, Merrily talks about the importance of relationship building and how realtors need to focus on this key business development activity.
“It’s what I see over and over with agents that fail. I used to block off three to four hours daily for lead generation. That included calling expired listings, door knocking and cold calling, reaching out to a sphere of influence on a daily basis, asking people for referrals and to keep me top of mind. I was on the phone connecting with people, ensuring that pipeline was full. Consistency was key. You need to believe in yourself. Many times as a commissioned salesperson, you have those fearful thoughts and moments. A new agent has to have the expectancy and positive feeling that it’s going to come together.” — Merrily Hackett interview in REMonline.
15 Prospecting Tips to Build your Focus and Optimism
Here’s 15 useful prospecting tips – a process to optimize your realtionship building.
Vary your approach and method. Know your scripts, but go easy. A script is just a testing tool, not a final approach to relationship building. Be a friendly person first because people may find talking to a realtor boring. A warm introduction, maybe a comment on weather and economy to gauge their mood, then tell them your call is short and to the point – do they know anyone in their neighborhood, and about their family and friends that might be moving, BECAUSE, buyers are very eager to buy and you’d like to help them get a better price. Those are legitimate reasons.
Segment all your prospects into relevant groups (hot, cold, buyers, sellers, advocates,mortgage agents, home services, etc) so you can develop unique approaches to each and have unique value for each. Think about how you’ll describe and present your unique value proposition for each type of prospect or advocate.
Coach your advocates and give them support – the people who may refer business to you sometimes need a little guidance if they have a hot lead. Tell them how to present you to them. Find out why they’re buying or selling — what’s the payoff for the person? With that knowledge, you can explain to your advocate how you’re relevant. With a little purpose, your advocate will make you look good, as opposed to you being part of an offhand comment.
Relax — if you can afford it, you might want to consider getting a massage before you do your prospecting on the phone — you’ll appear friendlier, less threatening, more trustworthy, and more fun to talk to. Call them with a smile on your face and with your goal being networking, enjoying the moment, and finding good prospects. Sales comes later. Right now, you’ve gotta be thinking people and fun.
Set aside 3 hours every day for phone calls to generate interest, gather information and make appointments. Build a positive attitude toward prospecting, that it’s the most important part of your day.
Forgive prospects who waste your time and forgive yourself for wasting their time — this helps you to avoid guilt and other feelings that’ll weigh you down
Remind yourself often that what you’re doing is important. You’re helping people achieve their dreams and that’s more important that anything they’re doing right now. Their friends and contacts should be glad you’re in this to help them.
Spend more time with your hot or top prospects — when you’re getting close, keep in touch and always be ready to offer help, information, and support for their decisions
Have more value to offer — the more value you have to offer, the less likely prospects and advocates will consider you irrelevant. They’re not rejecting you really, you’ve failed to provide value in insight, help, and support. How about mentioning the mortgage calculator on your website, the great mortgage agent you know who could save them money, or renovator/designer who could help them with a quick remodel to lift the selling price?
Use consultative selling techniques to find every person’s most important needs and hurdles — be the person who creates a path for everyone to their dreams
Spend your face to face time wisely by discussing the buyer/seller’s dreams – find out what their success symbols are and their favorite places to visit. Whether country or city, new home or old, the faster you find out what they want, the more likely they’ll choose you.
Calculate how much prospecting/phone time and marketing effort it took to generate a successful lead.
Keep in mind what buyers and sellers really want — a better lifestyle and ask them what their key priorities are as they begin to plan for their purchase/sale. In the end, it’s all about lifestyle and knowing what it is they’re really after is vital
Study up on a new community that you haven’t explored and become an expert on the lifestyle value of that community
Ask prospects what’s holding them back and ensure you develop a list of responses to help
Here’s Kevin Ward with his tips on prospecting. How about finding more people to talk to via Google and Social Media? Just a thought.
And Liz of Keller Williams with social media prospecting. Build relationships first then nurture them along with value, entertainment, and recognition.
Prospecting is a key part of good sales process and it hasn’t hurt Merrily Hackett’s business success. If your lead funnel is too weak, this might be the best thing ever for your career. Now you can justify pursuing a strong Internet marketing program.
Gord Collins — Real Estate SEO Expert serving businesses inLos 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.
While blogging and epic quality content generation are the workhorse for digital marketers, social media still has a vital role With your social media strategy built on a great unique value proposition and great content, it will take your marketing high.
To understand social media’s role, you need to disregard its typical reputation – as a frivolous time waster where nothing of value is shared. Good social media actually uses good content as a focal point, whether it’s brand building party pictures or published whitepapers or clever contests. There’s a “something” in the middle of all that chatter. That something is good content that helps get your UVP and brand positioning across really well.
You may not make a sale right away on social media, but you can make impact, and a lasting impression around specific issues that are personally relevant to your network. At the very least, prospects will see your spirit, openness, and that you’re involved and active. People buy from people who share the same values and who make them feel good. The more you have going for you the better so make your prospects feel good.
Social traffic is growing. Allowing your business to fall behind in this rising channel is not wise.
I’ve got an easy to learn process to build your social media plan for Facebook, Twitter, and Linkedin. Each platform has its own user base and strengths, yet your digital marketing plan can bring them all under one umbrella.
The issue with Social Media is a lack of a cohesive plan to build an interesting customer experience with people. Each social channel has its own type of users and you can create a unique customer experience for each of them. And if your website doesn’t offer an emotionally charged, uplifting experience, then social is the perfect solution. You can make your brand look very interesting, interactive and even overcome your weak branding. And let’s not forget how good social media can be for your SEO.
Now That Sounds Like a Plan!
Your social media plan helps create an interesting, ready made experience for the visitor, regardless of what time of day they arrive, and let you funnel them onto your target conversion page. And if you do time your posts to reach the maximum audience, let’s say Thursday, that might be the only time you will ever get these people’s eyeballs. Any other time and they ignore you. Social is very good for reaching the unreachable.
A realtor may only be able to reach home owners and home buyers in the evening or weekends when they’re active on Facebook, Twitter or Linkedin. You’ll want to post at those times. They may respond right away, and you can begin a conversation. If you know how to carry out these conversations, you can make quite an impact and generate a new client (and referrals).
Most social posting is done aimlessly, with posters acting on a hope that someone will find it. But most social posts disappear fast and are never viewed again, particularly Facebook, Twitter, and Instagram. Considering the speed and volume of posts today, you have to be particularly good at timing publishing and to ensure your wording carries that visitor to where you want them to go. No doubt it, Social Media strategy is challenging but so necessary. This is the future.
If you have a plan and you commit to the effort, you’ll start to see results. So let’s take a look at the structure of your social media blueprint and how it’s the foundation for a great strategy.
The Social Media Plan – An Infrastructure to Create Your Customers
Think of your plan as a network of roads and your strategy as how you direct traffic along those roads. Give people the proper signs at the right place and if they enjoy their driving experience, they might all become customers.
set your social media marketing goals
2. create the customer experience model: describe how users will experience your social content and understand it clearly within a branded and topical context
3. choose the social channels that will work best for you
4. choose and describe your business persona or profile — your brand in social
5. describe types of content that you hope to make sharable — be specific
6. select dates of publishing and frequency – to coordinate content so it generates an impact and action
7. select your call to action and goals for prospects – how will you get visitors to follow your ideal click path?
8. set up Google url shortener for better social tracking – put urls on a spreadsheet and generate the corresponding shortened urls for use on your social posts
9. identify social influencers in the field and large groups of like-people to target
10. Assess your social media goal attainment and refine it iteratively to improve results
Now that you have a methodical plan to visualize and create your material, you can begin building your strategy from start to finish.
Now You Can Brainstorm Your Strategy!
Your strategy describes how you’ll move the visitor from social sites to your blog or website (the final conversion goal) contact form or your phone number. In realty, a phone number is important. You want to capture the prospect while in they’re in the mood. Because one hour from now, they’ll be onto something else, or they’ll go to one of your competitors. That’s a horrible thing to let happen!
Within this social media strategy, you have to create a reason for influencers and other social users to share your content. That requires creating content of value for them — which will make them look good and more valuable to their audience. You need to develop awareness of their expertise and how you can engage with them.
It’s wise to write down a description of your social media account purposes. Give your accounts a pet name (your favorite celebrity?) so you have a theme that people can easily understand and like. You can use a little fun, dry humor and drama if needed to build a compelling social brand image. This image should be okay for influencers and make you look relevant to them. Social influencers are powerful catalysts if you can get them to support you.
The BIG Kahunas of Social Media — The Influencers
For instance, if you’re a realtor or mortgage agent looking to leverage the millions of mommy bloggers or real estate notables out there, you need to look at things from their perspective. How will your tweet or end goal matter to them and their audience? How about a story on how your home buyer’s lives improved after they bought their house? How did the kids change and become happier and healthier? What in the home was a catalyst for great things?
You can connect that catalyst to your realtor or mortgage services. It makes you relevant to the whole process of their lives. Now they have a reason to click through. Your hook might be how finding a new home can mean the difference between happiness and a poor quality life. The page you point to could be a home search or an article on the “7 features of a happy home.” Mommy bloggers will like that!
As you become more familiar with your strategy, you’ll get better at discovering what moves your visitors to click and to contact you. And you’ll discover trending topics might put you in front of a huge volume of people. You might even advertise if you have some content that’s capable of going viral.
We can’t avoid social media. Facebook is already refering more traffic than Google. That is monumental in the digital era. Things change so please don’t fall too far behind. You’ll regret letting this stuff go.
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
Here’s 21 Big Kahuna Success Tips
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
Build a great digital content strategy as the foundation of your marketing strategy — do this strategically so each channel drives the other simultaneously (omnichannel)
Build inbound content that’s interesting, informative and sharable – this builds excitement into your brand image
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.
Advertise in local news flyers/sections have good reach to homeowners and buyers
Advertise via Facebook, AdWords, and Linkedin ad platforms using excellent advertising techniques
Create original and valuable stories/statistics/events for reporters/bloggers to talk about
Use your linkedin account, plus your own prospect search to connect with investors, agents, and professional people who may need to buy or sell
Use an email strategy to build prospects into your inner circle
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
Be Awesome — this means being yourself but extending your sphere of interest to touch prospects dreams
Stop thinking negatively — there are no limitations, only an abundance of leads and sales – create your own leads
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
Use interesting apps such as Hyperlapse to create interesting videos to showcase your homes/condos/neighbourhoods.
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.