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Related Articles

5 Reasons Leads Are Choosing a Different Agent
Today's red-hot residential real estate market has agents competing for leads more aggressively than ever before. Not only is inventory low and demand high, but right now there are more real estate agents than homes for sale — another unforeseen byproduct of the pandemic, as more people decided to enter the industry to make a living. Simply put, competition is steep. Every interaction, every consultation, and every listing presentation counts if you want to expand your client list this year. Buyers and sellers are carefully scrutinizing the agents they interview to find just the right one. Even a small negative experience that might've been overlooked in the past may be reason enough for someone to pick another agent. Ensure you're the choice agent by avoiding these five missteps. 1. Your response time is too slow There are a number of factors at play here. First, with properties moving quickly in this market, buyers and sellers are looking for an agent who can act fast. To know whether that's you, leads are judging your response time. If a lead submits an inquiry and doesn't hear back from you for 5+ hours, they're going to think it'll always take you hours to respond to them. You can bet they'll start contacting others, and they'll select the agent who responds quickest. A fast, less-than-an-hour response is a high expectation, but it's the expectation nonetheless, and that's because of the world we live in. The speed of digital transactions has made us all accustomed to lightning-fast service. Finally, not all leads will be ready to transaction right away. If you leave them waiting too long, their cold feet could catch up and convince them to delay buying or selling. Then you may not be able to get them on the line at all. However, had you replied quicker, it's possible you could've made them feel more comfortable in their initial decision to start the process. 2. Interactions have not met expectations No two clients are the same, but you can likely gauge their personalities — laidback, sensitive, nervous — and adjust your approach accordingly. Otherwise, they might instantly recognize that it's not a good fit and move on to someone else. Let's say you consider yourself a "shark" because you're not afraid to be assertive and a bit aggressive with your negotiation tactics. That plays well with some clients, but maybe other prospects need a more nurturing approach because they don't want to feel pushed into a deal. If you can sense the frustration, try to re-calibrate and ask clients what they are comfortable with. There's a delicate balance between making sure they are ready to move quickly in a hot market and making sure they feel heard along the way. Similarly, make sure you set expectations right off the bat for how intense the process might be. You don't want a potential buyer or seller to feel like their expectations weren't met because you didn't sit down with them and set the stage. If you think that either of these scenarios may describe you, ask your colleagues, past clients, and even lost leads if they would be willing to give you honest feedback. 3. You aren't easily found on Google Buying and selling a home are among the most important financial decisions we'll make. As such, you can bet that consumers will be researching any agent they are considering working with. Nowadays, that research starts on Google — the most-used search engine in the country. If a potential lead types in your name and can't find much about you on the first page of search results, what do you think their impression will be? Probably, "Is this agent still in business?" Or, "Is this agent any good?" Prospects will choose your competitors instead of you because they appear when leads search for them, providing instant credibility and trust. Make sure you are easily found on Google by maintaining SEO on your real estate website, updating your Google business profile regularly, and taking out ads that are featured prominently at the top of the search results page, like Google's Local Services Ads. 4. Leads forgot about you How are you ensuring that you stay top of mind after acquiring new leads? As we mentioned earlier, not everyone will be ready to transact right away. Some might get cold feet, while others just need to sort out some details before jumping in. Either way, you need to stay visible so that leads get back in touch with you when they do become ready to buy or sell. Here are a few ways to stay top of mind: Add new leads to your digital ads' custom audience list so your ads are served to them whenever possible. Include leads in your regular emails, such as e-newsletters and local market reports. Check in with a personal text or email to ask if you can answer questions or help with next steps. 5. You didn't prove your expertise Consider the elevator pitch you give when you first connect with new leads. Do you exude confidence, effectively communicate your real estate expertise, and help leads understand how you outshine competitors? If not, all it will take is a convincing conversation with another agent — or even an intriguing advertisement — to change someone's mind. Don't take personal referrals for granted, either. Just because a former client or mutual connection made an introduction doesn't mean that lead has committed to working with you. Prove your expertise when you speak to them, be easy to find on Google when they search for your name, and take the necessary steps to stay top of mind if they aren't ready to transact. To view the original article, visit the Homesnap
How to Capture Leads with Your Real Estate Website
Many agents believe that simply having a real estate website is enough to capture a sizeable number of leads. But while that may have been true in the early days of the internet, relying on your average, run-of-the-mill site today is a surefire way to miss out on new business. So, if you're finding your website is doing little more than taking up space online, you're probably guilty of a few of the below. Why isn't my real estate website capturing leads? Your website looks ancient If your website looks like you haven't put any care into it since it was first launched in 1996, you're not going to generate any leads. It's that simple. The majority of today's homebuyers and sellers, spurred on by the pandemic, are seeking out digitally adept agents. If they're a seller, they know that getting the best deal depends on effectively advertising their home via both traditional and digital (e.g., digital marketing, virtual tours and walkthroughs, etc.) channels. If they're a buyer, they're looking for assurance that an agent will be able to locate (and close) on the best home for them, however and wherever it's listed—especially in a sellers' market where a sizeable number of properties are for sale for less than a week. An archaic website screams you're not with the times. You've ignored the back end for too long Maybe you built your website yourself and weren't altogether sure what you were doing. Maybe you hired your nephew to handle the design a few years back. Regardless, your site isn't functioning like it once was. Links are broken. CTAs don't work. Pages take forever to load—if they load at all. And your once-beautiful property photographs now fail to populate. As much as we'd like to think that websites are static, set-it-and-forget-it solutions, they're not. Websites need maintenance. And one in disrepair will not only frustrate and deter prospective buyers and sellers, but Google will push it down search rankings, believing your business may now be defunct. You don't offer property search There's no shortage of sites consumers can use to conduct their property search. So without the ability to do so on your website, what are the chances you'll win more business? What's more likely: They use another agent's website and then come back to your website, contact, and hire you? Or they work with the agent whose site they've already found helpful? Exactly. You don't have any effective lead capture Not all CTAs are created equally. Many agents mistakenly believe they can place a "Contact Me" button somewhere on their website and that alone will drive interested prospects. But it won't. The most effective lead capture forms are those that offer value to the consumer. CTAs tied to an offer have been found to increase conversion rates by as much as 121%. Examples of these for real estate agents include newsletter signups, market reports, and free home valuations. How to Capture Leads with Your Real Estate Website Assuming you've corrected the aforementioned issues and added effective lead capture forms, your next step should be to include your website in any and all marketing materials. If you're promoting your business via paid advertising—social and search—make sure you've included a link to your site. If you have a Google business profile, a necessary digital marketing tool for any real estate agent, make sure your profile links out to your website. Promote your website on all your social media platforms, and don't forget to include it on any offline print collateral you produce. Beyond promotion, keep your site updated often with fresh, new content, such as photos and market insights. Showcase your recent successes, and if you've had any business that has been particularly noteworthy—such as a home selling fast or for far beyond its listing price—make sure to highlight that on some of your pages. Don't be afraid to brag. It's your website, after all. To view the original article, visit the Homesnap
How to Follow Up with Inbound Leads
The truth about lead generation is that there's no instant way to know which leads will turn into clients. Some will be eager to work with an agent, others won't be quite ready to buy or sell, and some won't even reply when you reach out. Not knowing who will fall into each category means that agents have to follow up with every lead. On top of that, it's important to nurture relationships over time, so you're top of mind when the window shoppers are ready to start their real estate journey in earnest. But the key to starting that relationship off on the right foot and saving yourself time is following up with all your leads quickly. Establishing a semi-automated follow-up workflow will help you reply to and nurture leads in an efficient manner so that the process won't be a time drain, especially for the leads that, unfortunately, go nowhere. Follow this four-part formula to create your own follow-up workflow for inbound leads. Respond ASAP with a personalized message In this digital age, consumers want instant gratification. When they send an email or submit their information on a lead form, they expect a fast reply. Responding within minutes of getting the lead—not hours or days—will improve your chances of connecting with them live. Wait too long and you've more than likely lost that lead, either to a competitor or cold feet, especially if too much time has passed between their initial inquiry and the time you reply to them. That's why it's important to reach out as soon as possible. If you or an assistant can't be available to field inquiries throughout the day, then set up a digital workflow. Integrate your lead submissions with your CRM so that an initial email or text is triggered as soon as a new lead arrives. CRMs make it easy to personalize automated messages. Just be sure to collect a first name in the lead submission form so you can insert it into your follow-up messages. No one wants to feel like they are part of an impersonal, automated workflow, and adding a first name is a simple, effective personal touch. Meet leads where they are It would be nice to be able to immediately call every lead as soon as they came in, but that's impractical for a busy agent. Let automated text and email communications lead your follow-up workflow, and then set aside time in your schedule each day to call priority contacts. Getting inbound leads on the phone gives you the opportunity to further qualify them and drive the conversation to schedule a meeting. Of course, connecting on the phone isn't always possible, so ensure your semi-automated workflow includes further follow-up communications with a mix of contact types, such as text, email, and phone. This gives leads the opportunity to reply to you through their preferred method. Make sure leads see your digital ads During the follow-up process, you can improve your brand awareness with leads and build trust just through advertisements. When they see your Just Listed or Just Sold ad every day as they scroll Facebook or Instagram, they'll see persuasive signals that reinforce you're a successful real estate agent. To do this, just add their phone number and/or email address to your custom audience list on the digital platforms you advertise on, such as Facebook, Google and Instagram. Your ads will run in the background, but your name will stay top of mind for your new leads. Transition stalled leads to nurture communications There's a delicate balance that real estate agents need to maintain with leads. You don't want to come across as pushy or annoying, but you also need to gather enough information to know where the lead is at in their buying or selling journey. When leads become unresponsive or difficult to connect with, it's time to transition them to a fully automated workflow. Let your email nurture campaigns—such as regular e-newsletters and market updates—and digital ads do the heavy lifting to keep you top of mind and nudge stalled leads toward reaching back out. Depending on the level of communication you already had, you may decide to include an occasional text or check-in call. Qualifying and nurturing leads is a full-time job in itself. If you don't have the bandwidth or desire to manage this part of your business, Homesnap Concierge can help. Explore the ways Homesnap Concierge can help you generate more high-quality leads. To view the original article, visit the Homesnap