If you haven’t been in real estate for a market that doesn’t have your sellers wading through 20 offers and buyers so desperate for a home that they are waiving contingencies, then you’re in for a surprise as the market moves to a more normal one. It’s time to go back to basics, or start with the basics, so you can thrive today. Why?
First, it sets you apart from the competition. So many real estate agents are caught up in digital marketing that they neglect basic strategies that involve face-to-face contact. By going back to basics, you are forging a connection that sets you apart from the competition. It’s Refreshing: We’ve all heard how taking a break from the internet can be restorative to our mental health. Moving away from digital will provide a new outlook for you and the improved attitude will rub off on potential clients.
Second, it provides face-to-face contact. It’s easy to connect with people online, but nothing will replace that personal touch that comes from shaking hands and knocking on doors.
Back-to-basic strategies for real estate agents
So what back-to-basic strategies should real estate agents be using in their campaigns? Here are a few ideas.
Knocking on doors: Knocking on doors is not easy, but it can be well worth the effort. The idea is to meet potential new clients and build a rapport of trust. You may get some doors shut in your face, but you will also make tons of connections that can lead to high-priced conversions.
Face-to-face appointments: The priority when chasing down a lead is often to schedule an appointment. During the appointment, you can discuss your qualities and find out if the client is interested in selling. Appointments can be done over the phone or video conference, but a face-to-face appointment will hold the most weight.
Research shows that 75% of customers will interview only one agent before deciding on their representation. 90% of customers who met with agents face-to-face ended up closing on their property with that agent.
If you are contacted by a prospective customer, don’t sit on the call. Get back to them immediately. They could be looking to buy or sell the moment they make contact and any delay on your part will mean they are on to the next.
Snail mail: Email has been shown to produce a high ROI. But snail mail is also effective. You can send out postcards and letters introducing yourself to your community, pointing out marketing trends and advertising properties you have listed. With many agents veering away from this medium, your written communication is sure to stand out.
Thank someone: It’s important to make a favorable impression on someone after you close a sale. This will make them inclined to refer you to someone who requires real estate services. You can do this by sending an old-fashioned thank you note or a gift such as a coffee house gift card, chocolates, house-warming gifts, or flowers.
Hone your communication skills: As an agent, it’s up to you to make your clients feel like they have your undivided attention. You can do this by listening to what they have to say. Remember, listening takes more than just hearing words. It involves paying attention to body language and asking questions.
Customers will also appreciate it if you pay attention to small details. This can be extremely helpful to buyers who are seeking the right property. Take notes if necessary.
Stay in touch: Staying in touch will keep you in your clients’ minds so they call you first when they, or someone they know, requires your services., You can stay in touch by sending out emails or newsletters, or, to get more personal, send them a card to wish them a happy birthday. Or call or send a message when you hear about news they may be interested in.
Know your stuff: It may seem like a basic skill, but it’s important to be a subject matter expert. This includes things like knowing how to fill out contracts, write a compelling offer letter, and getting familiar with the inventory in your community.
If you don’t have these skills down pat, you can always work on them and/or brush up on your education through classes so you will impress current and future clients.
Host events: Events are a great way to connect to people on a personal level.The internet has given us so many marketing options, but it’s important not to neglect a back-to-basics approach. These strategies will establish a personal connection and help you stand out from the competition.
Chris Heller is a real estate industry expert, best-selling author and currently serves as the chief real estate officer at Ojo Labs.