Before we get into the technicalities of real estate, it is important to understand the very foundation of the real estate realm:
The relationship of the agent and the buyer.
The bond between a real estate agent and their client is arguably the greatest financial agreement the latter will partake in throughout their lifetime.
According to Business Insider, buying and selling a house is the most expensive consumer transaction.
Not only is it perhaps the biggest purchase, but the most personal, as it forms a new chapter in the client’s life.
Understanding the depth of the agent-client bond is key for a successful real estate agent.
With so many real estate agents readily available, what sets you apart?
The first step is to make the prospect know, like, and trust you.
Real Estate Marketing Professional, Shahrez Hayder, states, “The real estate industry is not competitive, it is saturated. There are so many people with a license, but not everyone is a top player in the market.”
Hayder identifies, “In order to build a brand, you must be omnipresent, which means that people need to see you everywhere. The more touchpoints you have, the more your potential clients are nurtured by your brand.”
The best way to be omnipresent in today’s day and age is to create value-driven content on social media platforms.
You can become omnipresent through offline and online methods, however, online methods are an inexpensive and quick way to reach thousands, even millions of people at a click of a button.
Facebook, for instance, is the most effective social media platform for real estate agents, as it is the most personal.
Concurrently, platforms like Instagram and YouTube play unique roles.
Instagram is a platform that serves the purpose of instant gratification which means that users generally have a short attention span and expect quick doses of value-driven content.
YouTube is a platform that serves the purpose of the showcase, which means that viewers comparatively have a longer attention span. This is the ideal platform for prolonged, value-driven experiences for your prospects. It is also a prospective platform to showcase your listings and attain numerous leads.
Of all the components that go into creating a dominating brand, content creation is the most essential.
The biggest challenge facing real estate agents in 2020 is the inclination of overlooking the importance of content creation. They view it as a tedious and time-consuming effort that hinders their opportunity to close more deals. While in reality, they are narrowing their marketing strategies.
Hayder’s stance is, “I see a lot of real estate agents say they understand why creating content is so important, nevertheless, they feel that it is a waste of time. To them, I say, ‘Would you rather go chasing all the mice in the city, or set up one giant mousetrap?’”
Contrary to popular belief, creating content can be simple and time-efficient, IF you have the right systems in place.
Understand that social media does not employ a one size fits all strategy: Each platform serves a specific purpose. Identify where to post what.
Be intimate on Facebook.
The highlight instantly gratifying content on Instagram.
Showcase yourself and your properties on YouTube.
Once you understand that each platform caters to a unique purpose, you will have a multitude of dimensions to expose every aspect of your brand accordingly.
Automated Lead Generation and Follow up
The purpose of a brand is to manage your prospects’ mindset while building positioning and authority. It is the stepping stone to becoming the go-to agent in your market.
Your goal is to automatically generate leads and follow up with your audience to maximize sales.
As Hayder incites, “Imagine creating an established brand that stimulates 300-500 leads every month. That’s the power of Digitized Real Estate.”
Real estate agents, at the end of the day, are salespeople. Salespeople need to do three things:
- Get leads
- Follow up
- Book appointments and close
Digitize Real Estate sets up your first lead generation and follow up campaign upon enrolling in The Accelerator Program.
This allows you to have hundreds of leads coming in and being followed up with while you focus on building your brand.
“This is a proven method for success, our agents have seen results in as little as 48 hours. We recently had an agent list and close a property within six days. Successful businesses utilize proven systems”
Hayder’s best practices for lead generation are as follows:
- Price matters when qualifying leads. If you’re in the luxury home market, your generated leads should match the financial component. As price is the biggest desire, qualifying leads accordingly will ensure you have the right audience.
- Your ad copy will make or break your lead generation. Aaisha Ali, a Senior Copywriter of the DGR team, advises “Your ad copy should illuminate the path towards the call to action, sparking curiosity along the way. It must be so persuasive that the reader is anticipating the urge to proceed.”
- The call to action must be compellingly clear.
- Hayder says “People don’t take action on their own and stop assuming that they will. You must tell them what you want them to do, otherwise, they won’t do it. Your call to action must be loud and clear.”
The Follow Up
According to Shahrez, “It generally takes six to eight follow-ups to convert a lead, and many agents don’t follow up at all. If you follow up once, you’re already ahead of the competition.”
Your first follow-up should ideally be made manually, either by you or a member of your team.
Hayder refers to it as the “speed to lead call”.
“The speed to lead call is the process of calling your lead within the first five minutes of them filling out the form, which is the best chance at conversion.”
The level of interest is at a peak which declines as time goes by, so the longer you wait to contact the lead, the colder it gets.
Digitize Real Estate will teach you how to set up systems in your business which will allow your team to receive notification of a new lead within seconds via text or email.
They even help you to hire and train your own Internal Sales Agent (ISA) who will call the leads and book them into your calendar, or send a live transfer right to your phone.
“We believe that generating leads is the easy part. Following up and closing them is the part that needs to be focused on. We provide all our agents with sales training on how to close digital leads as they are different from leads generated by different methods.”
After this initial touchpoint, Hayder recommends having an automated follow-up sequence, including email drips, text messages, and ringless voicemail for six months up to a year.
Systems and Scaling
In order to scale any business and become a six or seven-figure agent, you need systems in place.
“Real estate agents must have a CEO mindset.” claims Shahez, “They must have a team of experts and the right software to help them scale up to seven figures in commissions.”
Marketing companies will charge no less than $4000 per month to do this. In reality, they are the middle man, and their cost is ⅓ of how much they’re charging. We help our agents eliminate the middleman and build their own teams at cost.
“Another fact that you can’t ignore is that once you hire a marketing company, you are dependent on them, if they don’t exist, your systems don’t exist. In order to build true wealth, you need assets, and those assets need to be in your own business first, making you INDEPENDENT, not dependent.” Hayder informs.
Hayder recommends the addition of the following positions to your real estate team:
Internal Sales Agent (ISA)
Video editor/Graphic Designer
Copywriter/Social Media Manager
It is important to realize that said positions cannot operate without the methodized systems and processes set in place.
The final phase of the Digitize Real Estate program gives agents the exact step by step process of hiring at the lowest cost, workflows, and operating procedures so that these new team members can be productive and efficient from the start.
Hayder and his team at Digitize Real Estate have helped hundreds of agents digitize their business, becoming the go-to agent, and closing more deals.
If you’d like to learn more about the program click here.
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