March 2001, I decided to enroll in the real estate pre-license course. I guess you could say I was tired of the Monday – Friday work week. My class met every Monday and Wednesday evening. To this day, I think the real estate course was one of the hardest courses I’d ever taken. I studied every day and signed up to take the exam within a week of the class ending. Yep, I passed the first time taking the exam. Passing the exam may have been difficult, but what’s hard is learning how to sell real estate. Securing leads and turning those leads into clients isn’t as easy as I’d hoped. The one thing I figured out before finishing the course was to ask my friends to wait until I finished the class to sell their homes. It’s a good thing I asked for the sale.
July 1, 2001, I listed my first home and sold it in 30 days. After my first 3 transactions, I did whatever was necessary to generate a lead. I walked my subdivision, put flyers in laundry-mats, took flyers to apartment complexes and held home buyer seminars. Anything to keep marketing costs down. My favorite call to action was, “Warning, Renting is Hazardous to Your Wealth”. Yes, that Call to action still works.
Today, my model has changed. My primary source of business is Facebook and my 2nd is by referral. If you already know where your business comes from, it will be easy to add online marketing to your business plan.
Marketing online is extremely inexpensive. Maximizing online tools is a great way to build a real estate business if you are using social media, email marketing, drip campaigns and lead capture tools. The key to these inexpensive marketing tools is your “Call to Action”. Are you able to create a click-thru on what you’re offering? Do your followers want what you’re offering? How about your paid advertisement? If what you’re offering doesn’t apply to me I am less likely to click. Think about what makes you click when you shop online.
Per the National Association of REALTORS 95% Millennials used the internet to shop for a home and only 60% of the Silent Generation. The way we shop has changed. I watch my kids shop on Amazon for clothes, technology and food. There is a shift in how we consume information, make decisions and buy what we need. Consumers are doing online research before they decide to purchase a home. Millennials are searching for 11 weeks and Baby Boomers about 8 weeks before contacting YOU!
If our clients or potential clients are shopping online weeks before deciding to work with an agent how can we get their attention online? How do we break through the noise? What is the guaranteed way to make someone click on your link? The guaranteed ways to get someone to click is your “Call to Action”. If your “Call to Action” or lack of “Call to Action” isn’t great, the potential client will not click. Are you great at lead generation? If so, you can be great at lead generation online. If you’re not great a lead generation we need to talk J. If you are new to online lead generation below are a few ways to build great “Calls to Action”.
- What does the online shopper want to know? Think about your buyer and seller client. Are you a 1st time buyer agent? 1st generational buyer agent? Luxury agent? Global buyer agent? Do you sell horse property, Farm Land, Condos or townhomes? Do you work with investors? Think about your market and your client base. Create Calls to Action that reach your client.
- What can you offer that makes someone want to click? If your primary focus is investors, write titles that reach investors. Example: Are you looking for a list of fix and flip homes? Click now for a list foreclosures in your area.
- Have you ever offered a “FREE” download? Example: Thinking of selling your home? Now might be the best time. Click now to find out when the best time to sell. Your free download might include tips on determining the best time to sell. However, your potential client can’t receive the download until they provide an email and/or a phone number. Once received you can send accurate information for their home and their city.
- What about a “How to Video”? How to videos can provide steps to home ownership. Saving for your first home. Tell your story. Tell your followers about your 1st home purchase and your experience. This video on Facebook generated over 2900 views, 10 leads, and 6 closed deals from June 2016 to October 2016. Let me negotiate your down payment.
- Have you ever considered sharing information on the “best restaurants” in your city? How about the best gyms or even showcases the park district? I live in a city that has a swimming pool with a bucket. Yes, this pool is exactly like the water parks in Wisconsin Dells.
My husband’s good friend always says, “Give people what they want, not what you want them to have”. We want the consumer to see our listings, top producers, the best of the best, and that we sell X number homes per year, or that we’ve sold over a million in sales. Guess what? The next generation buyer is a consumer of content and they want information. It’s important to produce, so keep producing. While you sell homes reinvent your marketing and provide awesome content. Own your market place by creating great content and “Calls to Action”. Make us click and contact you!