A number of marketing and sales experts for the real estate industry are indicating that property professionals must take a new approach in order to succeed.
Business has changed more in the last 5 years than the last 50 years before that, and the ways we were taught to do marketing or sell don’t really work in the same way they used to. Audiences don’t clump the way they used to, we don’t spend time on print and television anymore, we spend time of smartphones and tablets.
A lot of the methods we used to rely on (as agents) to build our real estate businesses don’t work anymore. So instead of shouting louder to gain attention a lot of marketers are advising property professionals to focus more on really helping customers and building their businesses on that foundation. The key is in providing a service and building a brand that people want to use, as opposed to one they simply tolerate.
Does this mean give all your hard-earned knowledge away? No, give away small enticing pieces of valuable knowledge, to bring the custom to you and then sell the full package. What you’re essentially building by providing a snippet of the knowledge you possess… is trust.
Audiences or customers expect more now, as an agent they don’t just expect you to have properties to show them, but also have the knowledge on the surrounding area, and knowledge on how best to serve them – and you can’t wing it, because at any stage of the process they have the immediate tools (smartphones) and the power (the internet) to question it.
Agents are often cagey about the information they give away – and rightfully so, it’s a competitive industry, but rest assured, giving away small tips on things to think about when buying or selling a property in a blog on your website, doesn’t mean buyers and sellers won’t need an agent when it comes to taking action. It just means that when they do, they’ll be more likely to go with someone they feel knows their stuff.
A great way of updating your sales strategy is looking at how others are doing it, check out the competition – do they have a blog? What kind of information do they give away, is there something more you could offer?
Another great way aside from building trust with clients, through giving them the right information is creating an experience for them.
One fantastic example of an agency doing this is The Boutique Real Estate Group which has taken to producing high quality real estate videos, but the best part is not the artistic shots or the equipment used (although that too is breathtaking) it’s that they tell a story, giving the property, be it a single house, or large development character.
This creates a new dimension to advertising real estate, not just providing a static image but fueling the prospective clients’ imagination and painting a picture for what it might actually be like to live there. The best part about this type of marketing is that EVERY SINGLE ESTATE AGENT has the tools to do so at their disposal, talk to sellers, and get them to tell you the story behind their home, and experiences they’ve shared. Mobile phones are fitted with some of the best photography and film equipment and apps like Hyperlapse will enable you (the agent) to get some beautiful time lapse shots of the property.So perhaps it’s time to step away from dated marketing and sales methods and work on how best to help your customers, by giving them valuable information and using the tools you have at your disposal to make sure they have the best possible experience.