The Business of Real Estate
Quick Tips for Upping Your Social Media Game

Quick Tips for Upping Your Social Media Game

By on Sep 28, 2018 in Marketing, Real Estate | 0 comments

It’s common wisdom these days that social media is one of the best ways to energize your client engagement and develop new leads. Knowing this, however, is a different proposition than knowing exactly how to go about it, and for more than a few people, the whole topic can get overwhelming quickly. The good news is, it doesn’t need to be. The best social media strategies avoid becoming time sinks and don’t require you to be a rocket scientist. Whether you need to get an existing account up to speed or get a new one started, here are a few handy tips. 1. Learn Your Way Around Multiple Platforms and Leverage Them Make sure you’re familiar with the basic business features of platforms like LinkedIn, Twitter, InstaGram and Facebook. Having a dispersed social media footprint increases your chances of connecting with relevant groups and individuals and building a broad-based network. Take a little time up front to familiarize yourself with the best ways to leverage a particular site. Understanding the marketing best practices on LinkedIn can be particularly important, but for any social media tools, it takes only a little research to discover ways to build audience and engagement beyond the most basic functions. 2. When You Celebrate a Closing, Share Your Story Of course it’s great to make people on social media aware that you’re closing deals. Pictures with happy clients in front of their new home, for example, are frequent social media material for Realtors. To make your content stand out, though, you need to connect it to a story: How did you close that deal or get that new listing? How did you meet the client — were they referred? Are there any interesting or engaging anecdotes you can share from the deal? These are the kinds of details that can pique your network’s interest, get them more engaged and lead to more listings. 3. Post Images and Events From Your Neighborhood Showcasing your passion and involvement with your local community is crucial. A great way to do this is through pictures and stories that feature the best of a neighborhood where you have a listing, along with informed commentary about the area’s lifestyle advantages and...

Read More
3 Kinds of Toxic Clients and How to Deal With Them

3 Kinds of Toxic Clients and How to Deal With Them

By on Sep 28, 2018 in Marketing, Real Estate | 0 comments

Much as you might want to go above and beyond and find a way to help every buyer or seller that comes your way, there’s no avoiding a certain fact as a Realtor: There are some kinds of clients that are just flat-out toxic. Here are a few to watch out for and some tips on what to do if you encounter them. The Client Who Knows Best Clients like this come into the transaction mistakenly believing they know enough about the real estate market to distrust your expertise, disregard your advice and generally proceed as they see fit, a course of action that will often lead them into trouble. They may want to set their home’s price regardless of its actual market value or might attempt to bid so extremely far below a seller’s price as to be unrealistic. Whether a buyer or a seller, they can wind up stranded in the market. Fortunately, with some patience and careful education, it can be possible to bring this kind of client around. Giving them stats and some honest talk about pricing, and including them as much as possible in the process so they can see how it actually works as opposed to their preconceptions, can make the difference. Some opportunities might be lost along the way, but most of the time it’s still a salvageable situation. The Overdemanding Client This kind of client doesn’t necessarily have unreasonable expectations as far as pricing or the process of negotiation goes. Nevertheless, nice and reasonable as they can at first seem, they quickly develop a pattern of gratuitous demands on your time and energy. They will ask for irrelevant research out of simple “curiosity,” will regard you as being on call to hear out every passing whim or desire at all hours of the day and may effectively seem to expect you to provide an unlimited amount of labor for free. The good news is that this kind of initially toxic client can be educated. It’s good practice to try to go above and beyond, but if the expectation of doing so goes beyond reason, it then becomes necessary to set boundaries and train them to understand your working process. Hold firm...

Read More
3 Ways to Help Customers Avoid Decision Fatigue

3 Ways to Help Customers Avoid Decision Fatigue

By on Aug 17, 2018 in Blog, Marketing, Real Estate | 0 comments

A fascinating study of decision fatigue carried out in 2011 in the Israeli court system revealed prisoners’ chances of getting parole were at their best first thing in the morning and fell gradually through the day. The reason? As the stress of making difficult and important decisions piled up, the court gradually grew less decisive, until by the end of the day there was a 90 percent chance of their putting off granting parole until a prisoner’s next review. It’s a vivid example of decision fatigue in action, and it’s a phenomenon that can affect home buyers’ decisiveness, too. Luckily, the agent who understands this factor can also find ways to compensate for it. Here are a few simple tips for overcoming customer decision fatigue when selling a home. Start Open Houses Early Most people have an easier time making big decisions and setting priorities earlier in the day. Of course, this doesn’t guarantee that a 9 o’clock open house will fit their schedule or result in a sale. It does at least improve your odds of dealing with home buyers who are early in the process of accumulating “cognitive load” during the day. The level of investment involved in buying a home should be on their list of the day’s most important tasks. Combined with an inviting atmosphere, a cheery welcome and all the other tools of real estate presentation and sales at your disposal, this question of timing can weigh in your favor. Perfect Your “Elevator Pitch” Technique The ability to deliver information that’s simple, concise and vivid will serve you well in cutting through the fog of decision fatigue at any time of day you might run into a prospect. It could be at the gym, at a party, dropping the kids off at school. Every once it a while it might literally happen in an elevator. Whatever the situation, successful real estate agents should always be ready to put their best foot forward. The elevator pitch has its name because it should take about as long to do as an average trip between a few floors on an elevator — 30 seconds or so. The keys to crafting a pitch that will stand out and...

Read More
3 Tips for Getting the Most Out of Your Online Presence

3 Tips for Getting the Most Out of Your Online Presence

By on Aug 10, 2018 in Blog, Marketing, Real Estate | 0 comments

Marketing is the name of the game in real estate success, and online marketing is taking on greater importance than ever before. As recently as 2016, more than 40 percent of new home buyers turned to online sources first for information, and that’s a trend that’s only going to strengthen in the years to come. This makes getting the most out of your online presence absolutely key to succeeding in the current marketplace. Here, we share some actionable tips on making the internet work for your business. 1. Know Your SEO One of the biggest modern-day marketing buzzwords is Search Engine Optimized content, or SEO. Simply put, this is how keywords or answers to common customer questions on your site can help them use search engines — especially Google — to find you. SEO has evolved significantly from the early years, when Google searched only for exact word and phrase matches and businesses often relied upon “keyword stuffing” to bolster visibility. Search engines are getting smarter and frown on this kind of stuffing. They’re also evolving on the whole to favor genuinely relevant, authoritative and semantically sophisticated content. There are several “best practices” for real estate SEO on your website: Make sure your keywords and phrases are directly relevant to your content. Choose the right keywords, which for Realtors generally means using local and neigborhood-specific keywords and phrases, and the kinds of phrases that answer questions those searching for your site will ask. Use keyword research tools like BuzzSumo to help. Spread keywords, synonyms and semantically related phrases across pages that use them. Do it in a natural and organic way. It’s generally recommended that you use keywords in your title and at least some headers and sub-headers of a page, in meta tags and meta descriptions, the alt text of images, as links to other relevant content on your site, and within the body of the text. Link to quality content. Be sure to avoid linking to spammy sites, as they can contaminate your link profile by association. 2. Make Use of Reviews and Testimonials Reviews and testimonials are powerful tools for helping a potential client decide to trust you with their real estate needs. There are a...

Read More
4 Tips for Sizzling Summertime Open House Events

4 Tips for Sizzling Summertime Open House Events

By on Jul 13, 2018 in Blog, Landscaping, Marketing, Real Estate | 0 comments

Summertime is housing’s peak season, seeing a major crest in activity that sellers can hope will translate into an offer on their home before Labor Day. No matter how dedicated buyers may be, though, summer also produces plenty of competition for their attention, from barbecues and beaches to campgrounds, festivals and more. Here are four useful tips for cutting through the distractions and creating open houses that convert summer’s promise into results. 1. Use Outdoor Spaces Creatively An inviting, livable and comfortable space doesn’t have to start at a home’s exterior walls. It can extend right to the edge of the sidewalk to provide an up-front welcome and invitation. Stage outdoor areas in ways that will make buyers think about fun things they could do with the space. Put towels beside an outdoor pool or gloves and tongs with a barbecue area. Dress up a yard or balcony with an attractive sitting area or a dining table with place settings. Creativity and presentation can lead to eye-catching results that hook the prospective buyer from the first moment. 2. Make It Green, Flowery and Enticing A further development of Tip 1 above is to coordinate efforts with the seller to keep outdoor spaces well-maintained and vibrant. Summer heat can brown a front yard quickly, so ensure that grass and shrubs get plenty of water. Pots or beds of flowers create a bright, enticing visual environment, even if they’re just one simple color; white flowers are a popular choice for creating a clean, elegant look. 3. Make It an Event Summer is the definitive party season, after all. Your open house can be a part of that atmosphere instead of standing separate from it: Cool refreshments can provide a welcome sense of relief and hospitality for buyers feeling the summer heat. Summery appetizers and grilled delights like sliders can impart a more social and less sales-pitch feel to the event. Putting on your open house in the late afternoon can make for a pleasant break from midday heat and provide access to “rush hour” customers who might not be around for weekend showings. You can advertise the event as a party rather than an open house, or get the local community...

Read More
The Hot Housing Features Homebuyers Want Most

The Hot Housing Features Homebuyers Want Most

By on May 18, 2018 in Blog, Marketing, Real Estate | 0 comments

Deciding what you want in a house is a deeply personal decision. That said, understanding current housing trends can help you establish a rapport with new buyers, better shape your marketing efforts and decide when a property is good to sell as-is and when a renovation project or two could make all the difference between a listing that languishes or one that draws attention and yields the possibility of another big fat commission advance. Open Floor Plans A big open space that connects the living room, dining room and kitchen is perfect for entertaining or watching the little ones while you whip up dinner. That kind of versatility means open floor plans are in demand for party-happy millennials, young families and empty nesters alike. As a real estate agent, you can’t do much about an existing home with a chopped-up layout, but if your seller is already thinking of fixing up the kitchen or making major structural adjustments, knocking out a wall could prove to be a sound investment. Chef-Inspired Kitchens Nice kitchens never go out of style, but the Instagram-driven culture of millennials has given way to a plethora of food posts and restaurant talk that’s making cooking cool again. As a result, buyers are looking for top-of-the-line kitchens that are multifunctional, have tons of workspace and extra seating, whether it’s a bar, island, breakfast nook or some combination of the above. When creating your listing, talk up a kitchen that has room for the kids to do homework or friends to sip on a glass of wine while the host rolls out pizza dough. An Integrated Laundry Room Laundry is a not-so-glamorous fact of life, but a beautiful room to do all that fluffing and folding in can make Sunday morning chores fly by a little bit faster. Adding a laundry room to the basement level of a home can be as cheap as $1,000 in reno costs, but adding one to an upper floor could boost the price tag to the low five figures. Still, if buyers are deciding between a home with a washer and dryer just sitting in the hallway or hidden in an alcove with just a folding door to minimize heat and...

Read More