5 Digital Real Estate Marketing Topics That’ll Shape 2021
In my field, I have had the pleasure of speaking to agents from different parts of the country at various points in their career. Some are nationally recognized agents with large teams; others are new agents looking to break into this highly competitive and often overwhelming industry.
In 2020, I had over a thousand conversations with agents. I followed every topic of conversation using the Calendly planning platform. I then broken down this report and, using Excel, further clarified each meeting topic based on the actual course of the conversations. Then I sorted the topics by popularity.
While they covered a wide range of topics, a lot of these 1,059 conversations fell into five basic groups that I believe provide actionable information that you can implement right away in your organization. Here they are sorted by frequency.
1. Online presence: 198 conversations
Online visibility is arguably more important than ability. I constantly see agents with a strong online presence who win business from agents who are more experienced and skilled.
You need to check your visibility by doing a Google search for your name. Sixty percent of the agents I spoke to never did. Of the others, 30 percent hadn’t searched Google themselves in the last 30 days, so only 1 in 10 people were able to track their online visibility in a timely manner.
We know that over 90 percent of your leads, referrals, and past customers use Google to search for properties and agents. So how much time and effort you have she invested in creating the most powerful and competent online presence? Are you easy to find when someone types your name on Google, the omniscient eye of the internet?
What do your Google search results say about your ability to successfully guide someone through a transaction? Is your online presence consistent in terms of image material, name, address, phone number and bio in all of your profiles?
Know what comes up when someone searches for your name and company. In addition, you should be aware of this whenever your name is mentioned online. I like Google Alerts for finding this type of information and getting notified.
2. Use of social media: 148 conversations
To successfully use social media to generate business, agents need to explore what social media is all about – a place where you can document your life, strengthen relationships with others, and develop as thought leaders. Depending on the audience you’re trying to reach, the top three platforms are likely to be Facebook, Instagram, and LinkedIn.
This great 16 year old platform is used to document your life through photos, written words and videos. Businesses increasingly rely on this as an online address for profiles that contain products, services and their own social activities.
Owned by Facebook, this popular platform attracts a younger demographic that allows them to scroll through a permanent vertical news feed or the temporary Instagram stories (photos and videos that disappear within 24 hours), among other things.
For both your personal Facebook and Instagram profiles, I recommend documenting whatever you find interesting – something that evokes an emotional response in you. The more you share what’s on your head, the more likely it is that others will trust you, potentially collaborate with you, and refer you in the future.
On your Facebook company page, on the other hand, you develop as a thought leader by consistently sharing value-added content in various forms (especially videos).
This is probably a top result for you on Google. Make a strong first impression by adding a background photo that tells a story about what working with you might be like. This can be achieved by staging a behind-the-scenes photo of you “in action” – for example, opening the door to clients, showing a property or you signing, etc. Also, you want to post content here that is similar to what you are on Your company Facebook page.
Direct engagement – commenting on or sharing someone else’s content – can be even more valuable than posting. Furthermore, simply liking posts is no longer a meaningful obligation.
As you build relationships and increase your authority in this business, remember that value in equals value out. The more you give, the more you get.
3. Branding: 128 conversations
Branding encompasses an enormously wide range of all activities and behaviors of a real estate professional, both online and offline. This goes well beyond a company logo and includes your name, address, phone, title, slogan, biography, headshot, and cover and background photos.
They can also be found online through Google and other search engines. Your strategic profiles, consistent images and messages as well as your presence and use in social media all contribute to this.
A common strategy of the Fortune 500 companies is the concept of “brand archetypes”. Based on Carl Jung’s concept that people can unconsciously identify 12 different personality types (or archetypes) in others, this identifier can make a person or entity more understandable – which leads to trust!
4. Facebook ads: 114 conversations
Since Facebook and Instagram ad campaigns generate buyer leads for less than $ 1 per lead, I recommend them to agents as the best in the game. Although results vary, there is no better way to have conversation.
The key is converting the lead into an appointment. Here are three easy steps to do this:
1. Follow up
This is an art in itself. A recent study found that leads who weren’t responded to within five minutes were 90 percent more likely to stop responding. Agents I work with respond within 30 seconds, although most now rely on third party calling service or CRM.
Follow-up methods are: phone (live, automated, or voicemail drop), SMS, email, and mail. The message should continue a conversation that began at the campaign level. Focus on your desire to lead the buyer or seller to a successful outcome and sprinkle them with the personalized information you can collect about them to show that you are in tune with their needs.
With a CRM like Follow Up Boss, Liondesk or a digital marketing platform like KVCore or Chime, you can ensure that the lead receives valuable messages at regular intervals.
The goal is to determine their intent and timing: where do they want to buy or sell, what are their motivators, and how fast do they have to move? Buyers want access to homes, homes, and more homes – they especially love off-market homes and open-plan homes.
With a good digital marketing platform, you can automate sending houses to them. Sellers need to believe you have the right fit, e.g. B. Evidence that you have succeeded with someone in a similar situation.
When planning the appointment, the rubber meets the road. You need to make sure that your leads can easily schedule a listing or view an appointment. I like Calendly because it integrates easily with most calendars for convenient real-time planning for everyone involved.
Conversion of sellers can take up to two years. Buyers move faster; About 18 percent convert within days, 63 percent between 45 and 180 days, and the remaining 21 percent take up to 18 months.
5. Websites: 89 calls
As the former owner of a website design and development company, I am particularly interested in maintaining a carefully designed website. In fact, I think agents should have two.
1. A people-centric website for branding and seller lead generation
If the internet is the ocean, a unique and personalized human-centric website is your fishing boat. It is the center of your professionalism. It shows who you are, who you work with, how successful you are, and how unique you are. It speaks to your personality and the needs of your target group.
Good service providers range from a do-it-yourself model like SquareSpace to a fully customized solution from AgentImage. Overall, however, WordPress is the go-to place for a solid, custom website platform that you can use to switch providers and achieve success.
My favorite site is burlingameproperties.com which was created with WordPress. Raziel Unger had a home run with his ability to connect with his community on this page.
2. A property-oriented search site for generating and nurturing buyer leads
When you work with buyers, you need a solid, IDX-driven, real estate-focused website. These are essential to provide valuable home search capabilities that ideally allow you to direct your leads from the major lead-generating search portals (e.g. Zillow and Redfin) into your search ecosystem so that you don’t direct your lead to someone else Lose agents.
Often these websites also have suitable apps for real estate searches.
So there you have it – top digital marketing topics for 2021. I hope you’ve found at least two takeaways from this list that you want to implement into your business right away.
Aaron Lacey is the Arizona Technology Marketing Director for WFG National Title Insurance Company. Follow him on LinkedIn or Twitter.