I'm gonna give you two techniques today that can really transform what you're doing on social media.
Because a lot of agents on social media are doing the same old, boring posts. They're not getting a lot of engagement. Nobody really cares. Nobody's really watching. And so they wonder why they're struggling and other agents are doing so well.
There's a few reasons.
Now one is that people are seeing repetitive posts. They're seeing the same posts from the same REALTORS over and over and over again. And they get boring. They just become noise. So how can you break through?
I'm gonna give you two strategies right now:
1. Educational marketing
Educational marketing means you're teaching somebody. So you're the teacher, they're the student. We're experts in this industry. And we could come up with a list of a hundred things we could talk about about the real estate market easily that other people outside the industry don't know.
The Fed just raised interest rates, no secret there. It went up by a quarter percent. And it's likely that we're gonna see interest rates go much higher than they are today.
And so there's concern in the marketplace, like what are these interest rates gonna mean for the real estate market? There's a lot of differences between where we're at today in the market and where we've been in the past. For instance, right now we have the lowest supply of homes ever recorded. So that's gonna indicate that demand is probably gonna stay pretty strong and healthy because we need more supply to fill the demand.
But there could be a situation where you get to what's called buyer resistance. And that's where buyers say, "I can't afford to pay anymore for a mortgage payment."
We're not there yet. We still have high demand. And just by comparison, yes, rates are higher than they were a year ago certainly. But if we go back decade by decade,...
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What are the five digital tools that buyers want most from us as real estate professionals?
I'm gonna give 'em to you right now:
1. A 3D virtual tour of the homes they're looking at online
There's an interesting study recently by NAR that shows that the average buyer today looks at eight homes over eight weeks before they make a buying decision. But of the eight homes, they look at three of them virtually. And in their minds, they consider that to be that they've seen the house. So three virtual showings kind of crazy, right? I'm gonna talk about virtual showings a little bit more in just a second.
But in order to do that virtual showing, if I'm the listing agent, what do I need to have? I need to do that Matterport tour. I need to do that similar or tour in some form or fashion so people can really feel like they came through the house.
2. A digital floor plan
If you're selling new construction especially. Give them that floor...
Here's a number that we should be talking about with our spheres of influence, our friends, our social media audiences:
And this is 15.9.
Now what's 15.9 represent?
15.9% is the amount that the average renter had as an increase in the rent last year.
And it's likely that this is gonna have again this year or some similar high number, and probably the year after that.
It's supply and demand. There is high demand and low supply. So it's the same thing that's happening to us in the real estate industry, right? We have low supply, high demand causes prices to rise.
So if renters aren't careful what can happen is if rents continue to rise, they could have rent that's increasing by 10%, a year or more over the next 2, 3, 4, 5 years. They could easily be paying 30, 40, 50% more for rent in a few years.
And they think their rent's high now. Wait another couple years, it's gonna get higher.
So what can they do? What's the...
My wife and I had something exciting happen: We downsized! We moved out of our big house into a much smaller house because three outta four of our kids are out of the house and we want to travel some more.
We're like a lot of people in our generation. We're in that mindset of scaling down. But what's interesting is over the years, in our big house, we received a lot of marketing messages from REALTORS and the marketing messages always focused mostly on the agent getting a listing. For instance, the marketing messages would be a postcard, a door hanger, etc. and it would say something like this:
"Are you considering selling? Call me."
"Would you like to know what your home is worth? Call me."
"I have a buyer who may be interested in your home. Call me."
Now, what are all those marketing messages center on? The agent getting your listing. And I get it. I've been guilty of the same thing.
But what if we changed tactics and we focused on...
Hey guys, quick idea for you. Actually two.
First one is: Have you mapped all the home anniversaries for clients you sold a home to in 2021? Maybe you go back even further. You could go back to 2020, 2019 and map those home anniversaries of those closings, and then give everybody a call as their anniversary comes up.
You can say, "Hey, happy home anniversary. By the way, I did a quick updated CMA on your home for you to let you know what your home is worth and to show you how much equity you've built up over the last 12 months. It's incredible. Let me show you what's happened here."
That will be a value added call. People will appreciate you're making the call and they'll be looking forward to it next year.
Okay. That's a one idea.
Second idea is this time of year, everybody's starting to file their taxes. Get it in front of it. Send everybody you closed a home with in the last 12 months a copy of their HUD and closing statements so their...
A couple interesting stats are coming out. And they show that we have a new generation that's upon us.
And I'm gonna start with the first stat, which is talking about young adults.
So young adults (adults described as 25 to 34) have come back to live at home. Now in 2020, this hit an all time high —17.8% of young adults, 24 to 30 came back home to live with their parents. That's the highest it's been since 1960 guys.
And last year in 2021, it still was 17%, which was the second highest year since 1960.
So that's one side of what some people are starting to call the "sandwich generation."
Now who's in the middle of the sandwich? Guys like me. People that are 44 to 60 years old—I'm 52 right in the middle. So we got our kids coming home, but who's coming on the other side? Potentially older parents, right?
So parents that are maybe 60, 70, 80 years old also might need to come and be a part of the family, right?
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A few of you are suffering from what I call referral resistance. What's referral resistance mean? It means you've got a pretty good size database of people, a sphere of influence, and it's not performing well.
In other words, you're not getting a lot of referrals. Your sphere of influence isn't sending you buyers and sellers.
It's because the people in your sphere don't quite trust you enough. They don't quite see you as the expert that you know you are. And because of that, there's resistance to sending you referrals.
So how can you overcome referral resistance?
I'm gonna give you three quick techniques to help you with that:
1. You have to be the experts in their minds, not yours.
How do you do it? You need to be giving them information regularly about the real estate market. Now, this is super easy to do because you are given information all the time. One of the places you are given information from is your local MLS system....