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Real Estate Brokerage

Prepping for December 28th, the busiest real estate search day of the year

(BROKERAGE NEWS) December 28th is the busiest real estate search day of the year – this strategy could be your competitive advantage.

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Real estate Black Friday

December 28th is surprisingly one of the busiest days for real estate searches and since videos receive 403% more inquiries — ’tis the season for agents to create their own online video content.

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April Wong, Senior Marketing Manager of Chime – the all-in-one real estate platform – believes that using video can get agents ahead of this ‘real estate Black Friday’ and allow them to engage with prospective buyers. She notes that people don’t want to know just what they’re buying, but who they’re buying it from.

In her own words below, she gives us tips for the agent ready to dabble in video and maximize their leads on real estate Black Friday:

Tips for better video content

1. Hire a videographer (or at least use a tripod)
Just as you wouldn’t publish a listing with misspelled words and confusing information, you should never produce a video with poor lighting or shaky shots. At the end of the day, you’re not just trying to tell a compelling story to reach your audience, you’re also trying to inspire confidence in the listing and in yourself as a realtor.

2. Be in the video
People don’t just want to know what they’re buying, but who they’re buying it from. That’s why videos with agents showing homes always get more views than videos only showing homes.

Start by introducing yourself, always face the camera, and remember to be relaxed. It’s okay if you’re not a natural on camera–that’s what editing is for. But to maximize your time, try practicing what you want to say before it’s time to shoot.

3. Shorter is sweeter
Studies show that videos that are less than 4 minutes more views than longer videos. While you don’t want to create a full script (and thus, appear robotic), it does help to think of a few key bullet points you want to mention in each room you feature.

4. Title Your Videos Appropriately
Use the street address in the title of the video to boost your SEO, add your contact information in the description of the video so that potential leads can call or email you directly, and include the listing’s vital information (number of bedrooms, baths, price, and any key attributes) clearly in the description.

5. Syndicate!
Properties listed with videos have 4x the number of quality leads as those without videos–so spread it around!

Start by setting up your own YouTube channel (title it with the agent name you use). You should also add your videos to your social media accounts, as well as your local MLS. Video content is also great to use in any email marketing you do. Instead of sending your audience a wall of text, short videos help put a face to your name, increase your brand awareness, and encourage clicks and engagement.

6. Create evergreen videos
It’s better to become an expert on a target area or zip code than an entire county. To show you know your stuff, you might consider making an “Introduction Video” or “Neighborhood Tour” video.

These help people place who you are and reassure them that you know the ins and outs of the community, school districts, parks, public transportation, crime and safety statistics, and have your finger on the pulse of what makes life in the area special.

More leads in 2017

Kick off your new business year off right by investing just a little bit of time and effort into your video presence – get those leads, make those sales, and cultivate some meaningful relationships with your clients.

2017 is a great year for a move!

#VideoContent

The American Genius' real estate section is honest, up to the minute real estate industry news crafted for industry practitioners - we cut through the pay-to-play news fluff to bring you what's happening behind closed doors, what's meaningful to your practice, and what to expect in the future. Consider us your competitive advantage.

Real Estate Brokerage

Brokerages rarely write an internal communication strategy, here’s why they should

(BUSINESS) Almost no real estate brokerages have an internal communication strategy, but they absolutely should.

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It’s still early enough in the year that you can start fresh, personally and professionally. Help your organization by taking into account what’s happened in recent history and where you want to go. From there, you will determine what steps are necessary to achieve your goals.

Writing an internal communication (IC) strategy can be the first step in mapping your goals and is virtually unused in the real estate industry. According to All Things IC, an “internal communication strategy is like a map, an outline of your organization’s journey. It’s the big picture of what you want to achieve.” This can be done by a brokerage, or an independent agent alike.

Great! So, where do you start? First, know what an IC strategy needs to address. This includes the where, how, what, and why.

Write down the current state of the company, then state where you’re heading, or where you’d like to be. Create a list of objectives to support this.

Then break into your “how.” Explain how you are going to get to where you want to be, as well as how long it will take and why.

You’ll then venture over to a “what” by outlining what is involved along the way to your goal. Then, throw in a little “why” by explaining why this approach is the best for the job.

Go back to “how” and tell how you’ll know when you’ve reached your destination. This part will require tangibles, measurements to support a change in reaching your goal.

Finally, give one more “what” and address what will happen if you don’t change the way you’re currently operating. If things are working for your organization, that’s great! But, there is always room for improvement.

For an internal communication strategy, it is important to include the following: a title, an issue/purpose, structure, executive summary, audience segmentation/stakeholder mapping, a timeline, channels, measurement, communication objective, approval process and responsibilities, key messages, and an appendix.

Now, what was missing from the initial inclusions was a “who.” So, who should be the one to write this document?

Well, it needs to be someone with a strong understanding and implementation for internal communications. This can be done internally by someone on staff who is an expert; or, it can be outsourced to an expert. Regardless of who writes it, make sure it is clear and concise for the audience at hand.

What is most important to remember is that writing an internal communication strategy is just half the battle. Your work is not done once this document is agreed upon by the leadership team. And finally, you must be willing to enforce what’s written on these pages and be ready to make the changes you’ve outlined.

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Real Estate Brokerage

COVID-19: Huge list of resources to quickly help you and your clients

(NEWS) NAR has compiled a comprehensive list of resources for Realtors, homeowners, and insights on how the stimulus bill will impact the industry.

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As the COVID-19 crisis continues to rattle the globe, many of us have far more questions than answers. Realtors are trying to figure out how to be socially responsible, stay healthy, and maintain their business.

The National Association of Realtors (NAR) has collected several resources to help you and your clients stay informed of industry happenings during these difficult times.

Click the following headlines for the full lists.

Resources for property owners

This guide collects resources curated by trusted sources like the American Land Title Association, bank regulators, and the Consumer Financial Protection Bureau to provide property owners with guidance during the COVID-19 crisis. Some of the resources provided include:

  • A real-time list of county record office closures
  • Disaster recovery and business continuity plans
  • Information from major banking institutions regarding their policies and customer outreach
  • Information from mortgage insurers
  • Federal Housing Administration (FHA) foreclosure and eviction moratorium

Guidance on tech-driven alternatives to open houses

As more states head into lockdown or shelter-in-place situations, open houses are a no-go now and for the foreseeable future. While many are concerned about what this means for their business, there are options available as long as you are willing to get creative and embrace technology. In order to help facilitate this shift, the NAR has created a set of guidelines to help members navigate this situation in a way that is safe for them and their clients.

How stimulus recovery will affect the industry

A $2 trillion economic relief bill just passed the U.S. Senate and is expected to pass through the U.S. House and Presidential office without issue. The NAR has been hard at work to make sure that self-employed and independent contractors will see relief from this stimulus package.

What are Realtors doing to help their communities?

Realtors are a vital part of their communities; they know the neighborhoods and small business owners whom they see every day. During the COVID-19 crisis many realtors across the country are doing their part to help the most vulnerable people in their communities.

This is a constantly evolving situation as every state is being faced with tough decisions that affect the health of the citizens and economy. We encourage realtors to stay safe and continue checking resources as the situation progresses in their area.

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Real Estate Brokerage

Project Hatch: Advice directly from successful people

(BUSINESS) Project Hatch shares stories of major founders around the world in an effort to help others grow professionally and “found” their dreams.

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Even if we’re at the tip top of the professional food chain, there is always something that we can learn from those who came before us. Additionally, there is always something that can be learned from peers (or mentors if you’re continuing the career-ladder climb).

This is the intent of Project Hatch, which is designed to tell the stories of founders in order to inspire others who are looking to go down that path. “The best way to learn how to build a company is from those who have done it before,” according to Project Hatch’s official website. “Project Hatch features case studies and analysis from the view-point of founding teams.”

Examples of case studies include some current heavy hitters, such as Tyler Handley – founder of Inkbox, Alex Zaccaria – founder of Linktree, and David Ciccarelli – founder of Voices.com. Their stories include where they are and how they got there.

“So for us, the primary drivers of growth have typically been performance marketing and the associated word of mouth and the organic and return off that. So Facebook, Instagram, Pinterest, Snap and we’re experimenting with TicTok right now,” – Tyler Handley

“We created a solution to a problem that we thought was unique to us; but it turns out millions of other people had the same problem. One of the key moments of validation for us, was early on, when the platform was uploaded to Product Hunt,” – Alex Zaccaria

“Exactly two years ago, we raised $18 million USD from Morgan Stanley Expansion Capital out of San Francisco. As growth stage equity investors, they were attracted to a large and growing market for voice and audio products,” – David Ciccarelli

The case studies include four key areas that are broken down for major industries. These include: ecommerce, media, agency, and SaaS. With ecommerce, you can learn how to create scalable stores; with media, you can find out how media giants receive hundreds of millions of views on different social platforms; with agency, you can learn how to be more innovative in order to standout in today’s competitive market; and, SaaS offers the most passive form of online income when done correctly, so they feature those who have done it (and are making $600k per month!)

Project Hatch boasts over 15,000 monthly users, over 33,000 monthly page views, and 111 monthly interviews. The site also includes run downs of celebrities’ net worths (so, be sure to look through that if you want to feel bad about yourself).

This is a solid platform that offers something interesting for everyone at any point in their career. However, I would be remiss if I didn’t mention that, since there is so much professional advice out there, don’t go overboard looking into so much of it that you forget to do your own work.

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