When somebody hears the word “real estate” in your market, what do you think comes to mind?
For most Americans, it's instantly Zillow. They've taken over this position in consumers' minds, being the first place they go for searches and home values.
So, how do we compete against a billion-dollar company?
A lot of you have given up and said, I'm just going to start buying my leads from Zillow. Keep in mind that's a negative 32% ROI, meaning for every $10 spent, you lose $3.20.
So, how do you win against Zillow and take over “Mindshare” in your local community?
You can't do it entirely, but it'll come from getting close to your consumers and your community.
Zillow can't create relationships with specific people in specific communities. But you can… by developing relationships with your own audiences, showing expertise, and connecting with local businesses and charities. Highlight why you love your community through videos and social media.
Hey everyone, I've got a question for you:
What are your standout moments when working with buyers?
It's vital to consider the service aspect of our job: Service is what we do for our clients, while hospitality is about how we make them feel.
We are essentially in the hospitality business, aiming to create emotional, “WOW” experiences for our clients that leave them saying, "Wow, I can't believe what you just did for me."
These are the moments that lead to referrals and repeat business.
Let me share three examples of “wow” moments that can enhance your buyer representation business.
First, implement a pre-meeting questionnaire: Just like when you visit a doctor, send your clients a short questionnaire ahead of time. Let them know it will help you serve them better. If they don't complete it, suggest arriving 15 minutes early to the meeting to fill it out. This simple step can improve your...
Are you actively farming your own neighborhood?
It's a straightforward marketing strategy that many agents overlook. So, why should you consider farming your own neighborhood?
Well, it all comes down to the fact that people prefer doing business with those they know, like, and trust, especially when they share a common bond.
When you live in the same neighborhood, potential clients are more inclined to choose you as their REALTOR. However, this won't happen if you're a "secret agent" – someone they don't even know lives nearby and can serve them.
To get started, you need to establish yourself as a local expert.
Begin by introducing yourself through a letter or postcard. Let them know you're a resident and express your interest in being their preferred REALTOR. Share your credentials and accomplishments to give them confidence in your abilities.
Next, demonstrate that you're an active agent....
I want to help you become the go-to expert in your market.
You should aim to be seen as the trusted authority that people turn to with their real estate questions. To achieve this, you need to consistently share information and content about the real estate market.
Let me share an example of a script I recently created for our agents in our coaching program. This script focuses on national market statistics that you might find valuable:
First, let's talk about inflation. You may have heard that inflation has recently risen to 3.7%. One common question I receive is, "How does this affect the real estate market?"
Well, the most significant impact has been on mortgage rates. Mortgage rates have climbed to the mid-sevens, almost hitting 8%. This has caused some potential buyers to hesitate. However, there is some good news:
Surprisingly, we are still selling approximately 91% of the number of homes we sold...
The impact of climate change is becoming increasingly evident through natural disasters worldwide. In my market alone, 2,700 homes were lost to wildfires, including three duplexes that I owned. Recent events like the devastating fire in Maui have left hundreds homeless.
How does this relate to real estate? Well, it's directly tied. Amid this destruction, we, as REALTORS, have an opportunity to step in and provide assistance. While it won't be an immediate transaction, it can help us build lasting relationships founded on genuine value.
So what's my suggestion?
Reach out promptly to your entire sphere of influence. Capitalize on the awareness generated by these incidents. Say, "Given the current wave of natural disasters, many clients have requested a quick update on their home value to ensure their insurance coverage is adequate. I've already prepared this report for you, and it took just a few minutes. If you're...
I've got a hypothetical scenario for you:
Imagine a buyer walks in and says, "I want to buy this specific house. We've found it online and want to pay you directly. Convince me why your fee, whether it's 2%, 2.5%, 3%, or whatever you charge, is worth it. What value do you offer beyond finding the house?”
Remember, they've already found it. This is crucial for buyer representation. Let me share some ideas about this, drawn from my experience teaching the Accredited Buyer's Representation (ABR) class for NAR for a decade:
Let me guide you through building value. When working with buyers, start using this language: “You know, finding a house is surprisingly straightforward. My real work begins once we've found the house.”
It's crucial to show that the house hunt isn't the challenge; anyone can do that.
“But what I do is special. Here's what I do: First, I conduct thorough research on the house. I...
I've got a story from my trip to Boston with my wife. While our son was in summer camp, we embarked on a delightful foodie tour of Little Italy, guided by an amazing teacher turned tour guide. He shared the rich history of the area, led us through fantastic shops, and treated us to mouthwatering cuisine. Toward the end, he pulled off a brilliant move relevant to your real estate efforts.
As we basked in the afterglow of a satisfying tour, he proposed a group photo. After the snap, he asked, "Who wants a list of all the restaurants we visited today? Just give me your email, and I'll send it over."
We all gladly obliged. Upon reaching home, his email contained the promised picture and the tour's culinary highlights. Here's the genius part: he added a well-placed plea for a review, taking advantage of our post-tour excitement. We promptly provided a glowing review.
He went further, offering even more value. For...
Can you relate to this?
You meet someone at a party or an event, and you have an amazing conversation. You really connect and feel like you could become friends. But then they disappear, and you never hear from them again.
As REALTORS, we often miss the chance to expand our spheres of influence and grow our business by nurturing these relationships. Plus, we could gain some friends along the way.
But here's the secret sauce: The Ford Plus One technique.
You might be familiar with the Ford technique, which stands for Family, Occupation, Recreation, and Dreams and goals. Whenever you're talking to someone and struggling to keep the conversation flowing, think about these topics.
Ask about their family, their occupation, what they enjoy doing for fun, and their dreams and goals. But as good as that is, I want to add a plus one to this technique.
I want to find a way to add value to the conversation even after it...
Did you know that more people in America have pets than children? It's true!
20 years ago, 48% of American families had kids at home. Today, that number is down to 40%.
On the other hand, the number of Americans with pets has increased dramatically, from 56% in 1988 to 70% today.
As REALTORS, this information is valuable to us because it affects our conversations with buyers. When talking to potential buyers, we should ask if they have pets and if their pet will impact their home buying decision. Many people will engage in conversation about their pet's needs and how important they are to the family.
But what if we took it a step further and specialized in working with families that have pets or selling homes with pet-friendly features?
This could be a complete differentiator in the market, as it's not a common focus for REALTORS. Sometimes we need to think outside the box to stand out.
If you want more ideas like this that help you...