It takes a conscious effort to successfully market yourself as a real estate agent. You have to know what to market, how to market and where to market. If you are looking for some inspiration, here are six of the best marketing blogs to keep you inspired. The blogs will keep you informed and inspired so you can be the top real estate agent with the best marketing strategy.
Moz is a leader and resource for learning about SEO. This blog is a hub of resources and even offers a Beginners Guide to SEO along with hundreds of Whiteboard Friday video tutorials. Moz experiments with different content types and both shows and tells visitors how great content can help power their marketing efforts. This is a great example of a marketing blog implementing video marketing.
HubSpot has taught so many people digital and inbound marketing via HubSpot’s blog. Between the years of daily blog content on all things marketing, hundreds of downloadable resources, free marketing courses, free tools and certification, HubSpot basically provides an entire curriculum for people to learn how to market. Every blog hits on a pain point and covers a lot of things like tech trends, marketing news, and just general business advice.
This is another marketing blog that offers far beyond just marketing content. This company offers a lot of effective ways to help improve landing pages and conversion rates. This can help agents get the most out of their websites in order to gain new leads. Their webinars and virtual events have a great reputation and an established community that has now evolved into an in-person conference.
Polymail doesn’t publish as often as many other blogs, but the ones they do publish are full of information that is both inspiring and helpful to marketers and salespeople such as real estate agents. Their quality is truly top notch and everything they publish is full of useful information. Their blog is full of data-packed reports and touches on topics like how long people take to respond to business emails. Polymail assists both prospective and current users with their content and they don’t just share raw data but implement it into meaningful narratives.
RIS Media places a heavy focus on actionable marketing tips in their blog. You can read articles specific to real estate marketing that can guide you through things like community pages and landing pages. If you are looking for marketing advice and tips specific to real estate, this is the blog for you. This is an exceptional blog for those looking to find a real estate mentor.
The primary goal of Easy Agent Pro is to help people become better real estate agents. They offer actionable tips and tricks to help agents gain more business and they cover everything from real estate marketing ideas to SEO tips to keep your website at the top of the search queue.
Today’s commercial real estate landscape looks far different than it did a decade ago – even just a few years ago, in fact. While personal connections and relationship management are still solid and traditional ways of communicating with your prospects, the Internet has changed the way we do business.
We’re connected in ways that we never thought imaginable. As such, consumers have become accustomed to near instant responses, unparalleled information and transparency, and expect sales professionals to go above and beyond in all new ways. These aren’t options in today’s market; they’re requirements. If so, how do you stand out from the crowd?
It’s in the follow-up. In many industries, it’s estimated that it takes between 7 and 13 sales touches to convert a prospect into a client. Whether you’re calling, sending drip emails, touching via social media, or work tirelessly for the in-person meeting, follow-up is a marathon – not a sprint. It requires a plan – and your dedication – to see it through to fruition.
How to Make Your Follow-Up Go the Distance
When it comes to making your follow-up go the distance, a good CRM system can do wonders for your closing rate. Not only will it keep you organized, many great systems will alert you when it’s time to make a touch and will allow you to make notes on pertinent information and your most recent interactions – thus allowing you to tailor your contact to be more personable.
But what else can you do? Here are a few tips:
- Follow-up immediately after the first contact. Just last week a customer of mine called and said “Steve, you have to talk to Mr. XYZ, the CEO of ABC Co. I just told him how great your product is and he’s expecting your call.” I called him about 2 minutes after that conversation. There have been a number of studies on lead follow up that indicate time is of the essence. I know if I had called Mr. XYZ even a few hours later, he would not have remembered the conversation with my customer. Whether you’ve just met a prospect for coffee, spent some time on the phone or exchanged business cards on the subway, be sure to follow-up right away. Even a quick “thank you” to show appreciation for the prospect’s time can go a long way.
- Create value for the prospect. During your follow-up, always try to create an immediate value for your prospects. Maybe this means you introduce them to a contractor who can make repairs to their property or to a mortgage lender you know does a great job. You’ll instantly bring something of value to the relationship, and your prospect will remember that.
- Use technology to your advantage. With so much technology available to you, why not use it to your advantage? Reach out to your prospects via social media. Connect with them where they’re interacting and you’ll find yourself in the middle of the conversation. Social media is not a silver bullet…but not being on a social media is a good way to ensure you are not even a part of the conversation. Technology for the sake of technology is just noise, but technology with a very defined objective and purpose is a game changer.
- Don’t underestimate the importance of lead intelligence. Lead intelligence, or gathering as much information on the prospect as possible, is hugely beneficial when making follow-up connections. When you know more about your lead, you can custom tailor your responses and interactions.
- Keep going … and going. Follow-up takes time, patience and a plan. Just because a prospect has seemingly fallen off, it doesn’t mean you stop interacting. Develop a plan for prospect follow-up – maybe using technologies that help with drip campaigns – to stay on top of your game.
- Know when to quit. While this may seem entirely contradictory to item #5, there is a time to give up. We have a sales person in the office here who is consistently number one in her weekly calls. She makes more calls than anyone, but when we drilled down on her call to closing ratio it was clear the quality of her calls were not as good. As we investigated further, it became obvious that she was spending too much time on follow up with unqualified leads and not enough time focused on new business. There is a time to give up the ghost.
If you run any type of sales organization, then you know that the larger that organization gets, the more small inefficiencies become major problems as you scale.
In short, activity that is not directly revenue producing needs to be automated or reassigned so sales people can focus on the task at hand. If you think about your own organization, I am sure you can identify tasks your sales people are doing that slows them down and prevents them form achieving their goals.
Sales operations is like a company within a company. The customer is the sales person and the vendor is the sales manager. The objective of the sales manager is to empower the sales people to focus on deal production.
Because of the very independent nature of commercial real estate brokerage, sometimes agents do not get the training and the support that will help them close more business. This helps the agent and the broker since there success is connected. If you are running a CRE brokerage, this is a great opportunity to review your processes and think about what you can do to make your agents more effective.
The following are 3 common inefficiencies that sales people should never have to do:
- Manual researching leads
- Manually dialing, leaving voice mails, and sending emails
- Manual data entry
Clearly ProspectNow is focused on solving item number 1 above, but there are also other tools to help you with automating the other processes. There are great dialing tools for automating the calling process such as Mojo, Phoneburner or Insidesales. With regard to data entry, this can be a killer as your organization grows. Even the smallest manual operation can cost you huge dollars as you scale. If there are certain items which must be done manually, I’d recommend setting up a support team for your sales team that handles these operations so they can stay laser focused.
Every business is different, but when you become aware of inefficiencies you will see you huge opportunities to improve the performance of your sale people and yourself.
Good luck and happy selling!
What? How can I make fewer cold calls and close more deals? When we first started building ProspectNow, I found I was always hammering the point that the more calls you make, the more deals you will do. There is no question that sales activity and production are related. This will never change, but technology is making it possible for us to target in a much more effective way.
As we have progressed in the development of ProspectNow, our focus has been to help our customers make fewer calls, and send less mail…but make the RIGHT calls.
What are some ways to target building owners that are more likely to sell, buy, or refinance? Here are a a few of my favorite targeting methods:
1. Owners that own more than one property.
These are great opportunities to find owners that own lots of assets and but may fly under the radar by owning smaller assets. If you can call one owner that owns 5 properties it’s the same as calling 5 owners that own one property.
2. Owners that manage properties out of state.
Sometimes owners that are not in a position to easily manage or maintain their properties are more likely to sell. These are great calls to make, especially on apartment buildings.
3. Loans coming due in the next 12 months.
Clearly building owners that have a ballon payment coming due are going to have motivation to either sell, refinance or pay the loan off with cash. This is another way to increase your probabilities.
There is never a magic answer in business, but you can definitely improve your chances by focusing the scarce resource of time and effort in the right places.