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Real Estate Marketing

All brokers should require agents to shadow their clients for a day

(MARKETING) Knowing what your client wants is essential to make the sale and improving relations, and the best way to do that may be shadowing them.

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shadowing your clients

When it comes to moving, the phrase “the devil’s in the details” can take on a whole new meaning. Most people have adjusted to their current living situations in ways they might not even notice – and some of those aspects of their living space might be more crucial than they realize.

This could be anything from power outlet locations to kitchen cabinet sizes to a doorway free of steps. These small details can easily be lost during a hectic house hunt.

So, how can you, as a Realtor, keep track of details that the clients don’t even think to bring up? One potential solution is to shadow them for a day before offering housing options.

Okay, yes, at first glance “shadowing a client” sounds an awful lot like the awkward career shadowing we were put through in high school and college, but hear me out.

Spending an average day with your clients can give you better insight into how they operate and what they prioritize. Maybe they take more advantage of the kitchen bar than they’ve let on. Maybe they’re utilizing doorways to set up child barriers – something that might not work as well in a more open floor plan. Maybe their kids like to read in window nooks. Sure, a client might be able to live without things they’ve gotten used to, but think of how great it could be if they didn’t have to compromise.

Point is, with a cheerful attitude and a perceptive eye, you might be able to gain more insights into your clients.

Not only could shadowing help you understand how a client operates, though, it can help deepen your bonds with them. Getting to know each other can help establish a level of trust that could make the upcoming house-hunt easier on both of you. After all, it helps make it clear that you are looking out for your client.

Plus, creating good relationships with clients will make them more likely to use your services again – and recommend you to others!

Did you know that the National Association of Realtors (NAR) requires everyone on their staff (and we mean everyone) to shadow a Realtor for a day so they understand their members’ needs? If they take this meaningful step, why don’t you?!

Shadowing clients might seem unorthodox, but it could also be a great way to get to know individuals and their unique needs.

Brittany is a Staff Writer for The American Genius with a Master's in Media Studies under her belt. When she's not writing or analyzing the educational potential of video games, she's probably baking.

Real Estate Marketing

Improve your SEO research with this free browser extension

(MARKETING) Ubersuggest makes search engine keyword research insanely easy–and free. This Chrome extension can help you boost your visibility.

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search optimization

Search engine optimization (SEO) research is a fairly gatekept process, and it can be challenging to break into the industry without spending either a lot of time or a lot of money. Ubersuggest, a keyword extension for Google Chrome, disrupts that process considerably.

Ubersuggest Chrome Extension 2.0: The Ultimate Keyword Research Tool is an extension similar, in many ways, to any extension you might use in your Chrome browser: easy to install and largely contingent on browser integration. However, Ubersuggest puts prime keyword research results right in your URL bar, making it both incredibly useful and supremely convenient to access.

And, like most extensions, Ubersuggest is completely free to install and use.

The way Ubersuggest works is relatively simple. After installing the extension, a user simply types a word or phrase into an empty URL bar; Ubersuggest will then display pertinent information about that word–namely how many searches per month it has and the most recent cost per click value.

Upon searching for the word or phrase in question, Ubersuggest will also generate a sidebar chart with comparable terms and the pertinent usage and CPC values for each word, a breakdown of shares, domain score, and the SEO conversion percentage (e.g., how many times users clicked that word) for Google-based searches.

Ubersuggest even works in YouTube and Amazon search bars provided you’re on the pertinent websites, and you’ll notice information about domains appear under search results even when you’re not looking for SEO information.

The only noticeable shortcoming of this service is that it doesn’t necessarily account for searches performed in other engines–Bing, DuckDuckGo, etc.–but given that Google encompassed almost 92 percent of search engine activity last month, it’s a minor shortcoming indeed.

Neil Patel, Ubersuggest’s creator, promises to keep updates to the extension coming. “My goal is to make major releases to Ubersuggest every month if possible,” he mentions in a post for the latest release. One such release looks to be a dashboard expansion for the extension icon when clicked.
Patel also wants to ensure that users of prior versions of Ubersuggest uninstall and reinstall the extension in order to utilize YouTube and Amazon keyword features.

Given how expensive keyword research can be, this extension is a godsend for anyone looking to beef up their online marketing for virtually no overhead.

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Real Estate Marketing

Steal this Apple marketing method to crush your competitors

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Apple is a $2 trillion monolith of a company, and for countless good reasons. One of the primary reasons is their powerful marketing – one could argue they’re more famous for that than their actual product. Alex Garcia has a clear and concise guide to the process Apple uses to create compelling website copy, and it’s something you should absolutely try in your next round of marketing.

Garcia, a known marketing expert, breaks Apple’s copy down into 13 distinct techniques, the majority of which can be lumped into 3 categories:

  1. Appealing to customers
  2. Appealing to experts
  3. Appealing to the algorithm

Like any good marketing scheme, the majority of Apple’s techniques fall into the first category, but the overlap between these groups is what makes Apple’s copy stand out.

When appealing to customers, Apple tends to make things as simple as possible, sticking to a modern adaptation of the phrase “less is more.” This is a process that involves anything from rhyming (yes, seriously) and using alliteration all the way to creating short, energetic sentences that place the reader in the driver’s seat.

Apple also likes to focus on specific product details – edgeless screens, faster chips, camera abilities – as individual selling points, complete with supporting images. In theory, this makes it easier for the consumer to keep track of the benefits of the product.

And that energetic copy, often stemming from short sentences with the words “you” and “your” appearing organically, always accompanying those product details.

For what Garcia identifies as “scanners,” the most impressive information comes first (and uses the largest font), with the rest of the information following an “inverted pyramid” format in which details taper down from largest benefits to smallest benefits.

Apple’s overlap between experts and consumers is similarly notable. For the casual consumer, mentioning the new chip speed or information about the retina display on an iPhone stands out as impressive. And for experts who know how to read the specs they’re seeing, that first impression means just as much. Apple’s inclusion of those specifications in their copy (often in finer print than the bold, consumer-oriented headlines) makes all the difference.

Finally, search algorithms can flawlessly index Apple’s marketing copy due to copious use of keywords (words that don’t feel like keywords to the average consumer) in order to ensure that Apple products are recommended to as many undecided would-be buyers as possible.

Make no mistake: Apple has a metric truckload of other reasons for their success, many of which are well-outside of the grasp of most companies. But their marketing copy, and the confidence with which it is implemented, is something from which any business can learn. Before your next marketing push, consider how you’re appealing to all three categories, while your competitors only consider one (consumers).

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Real Estate Marketing

6 logo design trends that will instantly boost your branding

(REAL ESTATE MARKETING) Outdated branding can be a big red flag to anyone viewing your website or social media – check these logo trends to improve yours for 2021!

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Logo design sketches being drawn on paper and hands pointing to various designs.

When you click a website or open a marketing email, nothing (and I mean NOTHING) is more discouraging than a sloppy or outdated logo. It’s the first thing a consumer equates to the quality of the goods or services being offered. In short, if your logo looks like it was designed using Windows 95, it doesn’t matter how good your product is – no one’s going to believe you.

Here are 6 current logo aesthetic trends that will give your branding new life:

1) Minimalist design
A timeless aesthetic. Classy. Clean. Minimalism gives the viewer less to scrutinize and is an easy way to achieve professionalism. The best part is you won’t have to update every couple of years when trends change.

Pro Tip: Try using sans-serif fonts, as well as thin lines and clean geometry.

2) Custom Fonts
I LOVE seeing custom fonts. We’re all used to Helvetica, Poppins and – God forbid – Papyrus. When a logo is made with a familiar font, it’s too recognizable – and feels like an 8th grade made it.

Pro Tip: You can go nuts with custom fonts, but make sure to keep it legible. What’s the point of a cool logo if people can’t read it?

3) Gradients
Everyone’s doing color gradients this year (think: the Facebook Messenger app icon). Gradients are eye-catching and make the image appear to be 3-D. They will also certainly not be going out of style in 2021.

Pro Tip: Make sure your selected colors print well before committing to them.

4) Text destruction
Use psychology on your potential consumers! A logo that’s unfinished or has a letter is missing will likely have viewers fixated and try to mentally complete it. This means instant attention on your brand!

Pro Tip: Don’t go over the top – you still want it to be recognizable.

5) Planned chaos
Twisted letters, random geometric shapes, and more! 2021 is a year that is inspiring some out of the ordinary designs that look interesting and sophisticated.

Pro Tip: I keep stressing this but it’s true – have fun with it, make sure it’s understandable, especially for this trend.

6) Balance
On the other side of the spectrum, balanced, orderly logos are trending right now. If you want a symmetrical and clean logo to give your brand a grounded feel, try a balanced approach.

Pro Tip: While they are inherently professional, these kinds of logos can become boring pretty easily. I recommend adding a little zest of some kind to work in tandem with the balanced-ness.

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