I’ve had a lot of real estate agent clients ask me if and how they should continue marketing their business during the global crisis.
The answer is yes. Continue to market your business, but your messaging and tone should change. We need to be sensitive to the times we’re in and meet our customers where they are.
But how do you know where they are? Pay attention to current events and what your customers are saying. Social media is buzzing with your customers sentiments. If you are in touch and tuned in, then you will have all of the information you need to succeed.
Refer to a traditional buyer’s journey for guidance. For those of you who aren’t familiar with this journey, it comprises a few stages. The first is awareness, the buyer becomes aware they have a problem. Second is a consideration, they look for a solution to their problem. And, the final stage is a decision, they are ready to purchase a solution.
Here’s what it looks like applying this journey to the global crisis:
Stage one – panic and uncertainty. Your messaging will be sympathetic. You will craft posts to help put people at ease. Whether it’s about food, working from home, hygiene, or how your industry is adapting to uncertain times.
Stage two – Finding balance working from home, homeschooling, productivity concerns, or curbside pickup for just about everything. Put adaptation in motion.
Stage three – Most people have adjusted to change and now want to know how they will ease back into civilian life. What will dining out look like? How will they buy and sell real estate or experience other in-person service-oriented industries? The future of schooling? Travel?
If you create content relevant to your customer and MEET them in the stage they’re in, you will lead with empathy and become a resource for inspirational and valuable information.
I feel the best thing any small business owner or real estate agent can do now is pick up the phone and just be a friend to their database. Ask them how they are doing. If they want to talk shop, share information that will benefit them.
For example, at the time of writing, mortgage rates are hovering around 3%, now is a good time to refinance their mortgage and reduce their monthly payment amount.
Please share this post with anyone you know in need of marketing guidance. Be well!
Christopher is a Personal Branding and Productivity Coach empowering real estate agents and small business owners to stand out in the crowded marketplace and increase productivity. He’s developed his personal brand as a real estate broker in NY & ME, International DJ, and Coach. Everything he teaches revolves around real-world experience, not textbook advice.
Here’s the Pagli insanely useful gift guide for the real estate agent or small business owner in your life.
Small business is big work and every business owner needs practical tools to succeed. These gifts are tested by me, and Above and Beyond approved.
Bookmark this post for future reference.
Essential Reading Gifts
Everybody Writes 2– By Anne Handley“The new and improved go-to guide for writing ridiculously good content” – Anne Handley – If you write anything, this book is a must read. Times have changed from what we were taught in elementary school. Anne helps us write for today’s online world.
The Experience Maker – By Dan Gingiss(Foreward by Ann Handley) – The customer experience defines a successful business. Dan shares how to create remarkable experiences that help you stand out in the marketp[lace and build lasting relationships with your customers.
Entrepreneur Magazine Subscription– Each month you’ll get inspiration from industry leaders and hear success/failure stories from other entrepreneurs. We’re all in this together.
The Go-Giver– By Bob Berg and John David Mann – Every business owners needs this concept in their life.
Contagious– By Jonah Berger – Take a deep dive into why things catch on.
Canva Pro Membership – Most small business owners don’t have the time or the capacity to learn design. Canva takes the guesswork and frustration out of creating digital and printable projects. They offer printing services for anything from mugs to t-shirts and fliers (brilliant if you ask me, keep it all in house).
Laptop Desk – If you work from this desk will increase your productivity and happiness from the comfort of your couch. Everyone should look forward to going to the couch-office.
5-in-1 Laptop Stand – You’ve probably heard that sitting is the new smoking. If you spend too much time working from the couch, this adjustable 5-in-1 stand will help you quit your nasty habit. Plus you’ll help support the MOMA in NYC, a win for all.
Pro Writing Aid – This tool is a super-charged editor for your writing. I used Grammarly for a long time and ProWritingAid lured me over with many heartfelt email offers. Saving $70 bucks on a year’s subscription was also enticing (they have a 25% off sale a few times a year). Whether you’re writing an email or creating social media posts, web pages, real estate listing remarks, blog posts, you’ll sound better and feel smarter.
WD 2T Elements Portable External Hard Drive– Finding a good external hard drive requires a lot of patience. There are so many options and just as many conflicting reviews. This one consistently ranked high and it’s easy to use. Compatible with MAC and PC.
Blue Yeti USB Mic– When the pandemic hit these mics flew off the shelf. Why? Because they are one of the best at an affordable price. If you’re zooming, presenting, or podcasting this mic is essential for crystal clear audio.
Inkletech Ring Light – Good lighting is everything when you are making videos. This light ring is the perfect tool for bringing your bright ideas forward. It comes with a mount for mobile devices or DSLR cameras, a travel bag, a six foot stand, and a remote control for the light and your phone.
Skillshare Membership – Wouldn’t it be cool to have access to thousands of classes ranging from entrepreneurship to marketing and design for a small price? You can! Skillshare has you covered. An hour a day goes a long way.
If you want to make professional looking videos from your smartphone, these tools are essential.
Pop Voice Lavalier Lapel Mic – This lapel mic plugs into the microphone jack on your phone and makes your videos sound professional. Your viewers will feel more connected to you. If you have an iPhone 7 or newer, you’ll need an adapter for the headphone jack (I’ve got you covered, that’s next on the list).
Apple Lightning Headphone Jack Adaptor – There are many adaptors out there but this is the only one that I found that works with the Lavalier mic. Buy it direct from Apple for only
Victiv 72” Camera Tripod – It’s compact and easy to use with smartphones or DSLR cameras. Place it on your desktop. Go full length. Take it with you wherever you go for more stable videos.
Tip – Download the ProMovie app for $2.99 – It’s easy to ease turns your phone into a professional video camera.
Fun Gifts
Aqua Notes Water Proof Note Pad – Once the water gets goin’ the ideas start flowin’. Some of the best ideas are born in the shower. Now you can write them down mid-lather.
Christopher is a Personal Branding and Productivity Coach empowering real estate agents and small business owners to stand out in the crowded marketplace and increase productivity. He’s developed his personal brand as a real estate broker in NY & ME, International DJ, and Coach. Everything he teaches revolves around real-world experience, not textbook advice.
One thing we must get right in real estate marketing is identifying our ideal client. But that’s not enough. We have to understand why these people are ideal and will they feel the same. Finding a niche is one of the best things you can do for your business.
Let me explain.
In the early days of the web, we were expected to be on the mountaintop talking to everyone. No longer. With an online world more cluttered than a grandma’s attic, we need to figure out who we’re talking to from the start or risk wasting a lot of precious time and money.
If you are trying to talk to everybody, you’re most likely talking to nobody.
A broad message is impersonal. Personalized messages bring a significant ROI and have a better chance of being noticed.
Take social media ads, for example.
They are everywhere and here to stay. We can’t control that. But we can control the type of ads we see. Would you rather see ads that speak to your specific interests and needs or random ads that don’t pertain to you?
I’ll bet you you chose specific targeting. That’s how you want your desired audience to feel when they come across your content.
I know that creating a niche sounds limiting. Don’t be afraid to specialize; you won’t lose business. Instead, you’ll attract people who want what you offer. You can specialize in one area or expand into other niches later on.
Meet Ben Caballero.
He is the founder and CEO of HomesUSA.comand holds the Guinness World Records title for the most annual home sales transactions through MLS by an individual sell side real estate agent. You may have seen him in a recent Realtor.org feature.
Ben attributes his success to one primary factor. Specialization.
In his own words:
“Specialists dominate all professions from ditch digging to rocket science. I can’t overstate its importance to success in any profession.Real estate has many areas in which agents can specialize. I choose to be a corporate specialist.”
Whether you realize it or not, you are already attracting people who connect with your bio and online presence. It’s the law of attraction.”
Let’s do an exercise. Grab some paper and we’ll get started.
Write:
All of your past and present skills.
Why you got into the real estate business.
What you enjoy most about selling real estate.
The buyer/seller you work with most often?
What is the average age? Where are they located?
The real estate you sell most.
Look over your list. You’ll notice a theme. See what fills a need or if much of your business is associated with one or more items.
Think about how your education, career history, and skills have helped in the past and how they’ll help your clients today. If you are unsure of your skills and talents, check out the Clifton Strength assessments by www.Gallup.com
Do you have a corporate background? Are you an investor? Own a vacation home or other specific property? Work with a lot of divorcing couples? Have bank relationships or a finance background?
If so, you are best suited to help these types of buyers and/or sellers. I feel first hand experience adds a lot of value to someone who knows nothing about the process. You can empathize with them and share your personal journey.
People want an expert not someone who holds many titles but masters none. Specializing allows you to be the go-to person in a particular area of your field. This is where the niche says loud and clear “You have found the right person”.
Potential niches:
Co-ops.
Condos.
Vacation homes.
Relocation clients.
New development.
First-time investors.
Divorce and estates.
Waterfront properties.
First-time home buyers.
Corporate professionals.
Short sales and foreclosures.
Foreign investors or home buyers.
I want you to do one more thing.
Beginning today, erase “I can help anybody looking for X” or “I help buyers and sellers” from your sales pitch or “about me” page. Can you do that? Good.
Now that you have formed a niche, let’s fill in your blanks with a new brand positioning statement. It will consist of WHO your ideal audience is and HOW they will benefit from working with you. Sounds easy, right? It is. But also requires considerable thought. Take your time!
Going forward, this statement will shape every single marketing decision you make.
It is also the foundation of your elevator pitch and will help others talk about your business when referring you. The clearer you are, the easier it is for them.
Below are some examples of a brand positioning statement.
I help first-time investors make calculated decisions and grow their money.
I help relocation clients find their place and adjust to life in Westchester County, NY.
I help improve communities by getting sellers the most amount of money for their home.
You’ve identified your niche. Crafted your benefit positioning statement. Now you’re ready to brand yourself and market to your niche. I’ll show you how in my next post. Stay tuned.
Until then, look at your competition.
Identify agents who focus on the same niche.
What do they do well and not so well?
What would you do differently to set yourself apart from the competition?
Know someone who needs clarity and guidance? Share this post with them!
Christopher is a Personal Branding and Productivity Coach empowering real estate agents and small business owners to stand out in the crowded marketplace and increase productivity. He’s developed his personal brand as a real estate broker in NY & ME, International DJ, and Coach. Everything he teaches revolves around real-world experience, not textbook advice.
A new real estate licensee asked me how to jumpstart his career in real estate; this is what I told him:
Every new licensee or salesperson has the opportunity to do things right from the beginning.
Any opportunity to learn is never a waste of time. If you make it your business to know everything you can about your business, you will be successful.
Get a mentor whom you can shadow for a few months. What we learn in real estate school will quickly be forgotten if we do not practice it.
Attend showings, listing appointments, appraisals, open-houses, home inspections, and closings with your mentor. I have learned so much at home inspections and sitting at a closing table!
Get a good contact management system and website you can control.
Create a database of your sphere-of-influence. In the beginning, these people will be friends, family, neighbors, and other people you have a close relationship with the community. As your business grows so will your database. You will eventually have past and present clients to add.
Lock yourself in a room and think about how you want the public to perceive you. How do you want to position yourself in the community? Find your niche. Think about your strengths and what you have to offer a potential buyer and seller.
When you create your website, and social profiles make sure your branding reflects what you want to be known for and speaks to your niche.
Go beyond the generic “I can help buyers and sellers achieve their home buying or selling dreams” everybody says that and it will not help you stand apart from the crowd. Your skills and personality will.
Work in the office every day. People who show up regularly succeed.
Have complete confidence in your ability from the start. When we graduate real estate school, we are considered experts. Just because you are new doesn’t mean you have to act like it.
Attend open houses and agent caravans to learn the market and meet your peers. Ask other agents in the office if you can sit their open-homes. You could land a buyer and have a valuable learning experience at the same time.
Approach potential clients with a “how can I help” rather than “what can I get from you” attitude.
Ask questions.
When the market is busy work hard. When the market is slow, work harder.
Many of these suggestions are universal; they apply to a wide variety of positions. I wish you much success in your career!
Christopher is a Personal Branding and Productivity Coach empowering real estate agents and small business owners to stand out in the crowded marketplace and increase productivity. He’s developed his personal brand as a real estate broker in NY & ME, International DJ, and Coach. Everything he teaches revolves around real-world experience, not textbook advice.
