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!