Consumers have a very pragmatic approach when it comes to searching for a real estate agent, the steps they usually take don't differ and if you are smart, you can ensure that you are at the forefront of the list when they need to engage an agent. Getting picked for a presentation is probably more than 50% of the battle to winning a listing. Most consumers will not interview more than 3 agents, so ensuring you are in that list of three agents that gets contacted is essential to winning more listings. Here's how to get picked.
1. Improve your google presence.
The best money you can spend is to sit down with an SEO expert and ask them how you can improve your presence for when people search for 'real estate agent in (suburb)' as well as other real estate terms relevant to your market. Having a strong presence on these search terms will increase your reputation and ensure you have endless visibility. Some of the key search terms you want to come up for are:
Real estate agent (suburb)
Homes to buy (suburb)
Property to rent (suburb)
Best agent in (footscray)
This will increase your visibility and do to things, firstly it will make you easily found, and secondly it will make you look like the local expert and go-to person as you will be over all of the real estate topics in that area.
2. Have credible and endless references.
Whenever a consumer looks for an agent, they want to ensure that they are credible and that they have a good relationship with the local market. Collecting testimonials from both buyers and sellers is a great way to build up hyper local credibility from the people that live there. You should have endless quotes talking about your services, and the easiest way to do it is to ask the vendor and also the purchaser to say some kind words after every transaction.
Imagine a page that looked like this:
"Simon is the best agent, he made the transaction smooth and as a vendor I was put at ease the whole time"
"Purchasing a home through Simon was excellent, he kept it simple and made it really easy to understand, he also offered a free appraisal on our house when it came time to selling it"
3. Have a well established profile.
When people are looking for information about you, it needs to be easily found and highlight all of your achievements. Your profile should be on your website, and you should be emailing a link to every prospective pitch you have to demonstrate who you are and why they should pick you. This answers a lot of their research questions before they contact you.
4. Demonstrate you are a HYPER-LOCAL expert.
If you went to buy lunch and one shop sold sandwiches that listed all of the fresh ingredients, had photos, explained where the products were sourced from and looked delicious, compared to a sandwich shop that couldn't quite tell you what was in it, what would you pick? I can be certain you'd go for the one where they list every ingredient and what it is made up, this is the same for picking an agent.
Consumers want to pick the agent that can demonstrate they are the local expert. Going on Homely and writing reviews of your streets and suburbs is a great way to show your prospects you know the area, and even better for them if they can see you have written reviews of their street. The level of personal connection established instantly is undeniable and puts you a long way to winning the listing.
Providing content like this is a great way to improve your brand and also demonstrate you know what you are talking about, writing answers to 40 different consumers regarding local questions in their area is a great way to boost your profile and win more listings.
5. Build rapport before they need an agent.
Before you even discuss selling their home, you need to spend time building up rapport so they can trust you and believe that you know your stuff. This should be happening months before they even entertain the idea of selling.
Dropping updates in their letter box is a great idea, whilst also attending local events to build rapport and also add them to your email marketing schedule. If they receive content weekly from you, there is a strong chance they will ask you to pitch for their listings when it comes around.
When you meet a new person, don't even bring up the sale of their home, discuss the local market, find out what they do and what makes them tick. It's really important you understand where they come from and what is unique to them, they will engage in selling property approximately every seven years, so by being a source of information and a go-to person regarding property, you have a higher chance of being asked to pitch come sale time.
About the Author:
Todd Schulberg handles all things marketing for Homely.com.au - Living and breathing property, Todd has a keen interest in the movements in the market and how agents can utilise new tools and technology in order to be more connected. Using all things social, Todd suggests different ways that agents can engage and think outside the square with their marketing approach.