In our fast-paced, technology-driven world, Realtors need to be able to engage clients quickly and in a way that allows them to be both personable and professional. Celeste Starchild, Vice President of Move and General Manager at ListHub, gives a bit of insight on how Realtors can tap into the online market more efficiently.
One of the first thing Starchild suggests is maximizing your online presence with search engine optimization or SEO; effectively using SEO will boost targeted advertising to reach consumers when they are most likely to be ready to buy or sell a home.
She states, “search engine marketing drives high quality and high volume leads. If you have the budget, you can pay for the right to have your name and business visible to practically all consumers looking for an agent in a specific location.”
Consumers want immediate responses
This is especially important given the majority of consumers in today’s market are “digital natives.” These “digital natives” are millennials or Gen X-ers who have been around technology so long, they can’t remember a time when the Internet wasn’t at their disposal. Due to this, they tend to go online to do research because they are not familiar with doing business in-person. They also expect an immediate response, as they are used to texting and email, not phone calls and letters.
Starchild states, “consumers want immediate responses from their friends and family via email and texting. Realtors risk missing an opportunity with this demographic if they aren’t responding in a timely, informative, and personable manner.” This includes areas such as social media.
Have you notices Facebook actual lists a response time on business pages now? They do. Most businesses strive to answer messages within an hour, or risk losing business.
Don’t shoot yourself in the foot
Facebook can be an extremely successful and cost-effective marketing tactic for Realtors by using predictive advertising. With this, you can target scenarios such as job relocation, marriage, child birth, and divorce, as purchase drivers and your ad will appear alongside a potential buyer’s Facebook page. This is one of the most powerful and effective ways to reach consumers, according to Starchild, as you are reaching out to them at the critical moment of decision.
Practically every interested buyer or seller will search online for information about a Realtor and read reviews about them before contacting them. This is another area Starchild suggests you examine: “It doesn’t matter where on a search list a Realtor shows up if they don’t have an updated profile with a professional headshot, listed contact information, and a few client recommendations. Failing to do [this] will ultimately lead to missed business;” and no one wants that to happen. So, take a few moments and ensure your contact information is updated and readily available as a search result so you do not miss a potential client.
Improve earnings by being communicative
Once a client messages you, you should aim to respond in the first five minutes, even if your response is automated with a promise to follow-up quickly. As long as you’re reaching out, you can increase your contact rates exponentially.
“Consumers are looking for facts and they want them now. How you respond and interact with them influences their decision on whether or not they’re your client forever, or they’re on to the next one,” says Starchild.
No one wants to miss business, simply because they forgot to respond. Automate responses, use social media, and update your Realtor profile and you’ll be on your way to maximizing your contact rates and client satisfaction.
Jennifer Walpole is a Senior Staff Writer at The American Genius and holds a Master's degree in English from the University of Oklahoma. She is a science fiction fanatic and enjoys writing way more than she should. She dreams of being a screenwriter and seeing her work on the big screen in Hollywood one day.
