Now RE+AD This: August

Real estate's gone "Digital" & "Virtual"... But, what exactly does that mean?!

Before ever speaking to a client, it is important that you clearly deliver these 4 messages: 

1. You are open for [virtual] business. Your business is running uninterrupted, with searching, viewing, appraising and buying now all virtually available. 
2. You have implemented new safety measures. Buyers can rest assured knowing they can experience your listing, product or service in the safest way possible, all in accordance with CDC guidelines.
3. THIS is what you offer and THIS is how much it costs. iBuyers, discount brokerage, virtual tours, self-guided tours… all this technology is new to consumers and can lead to confusion. Transparency is key to helping consumers understand the services they are paying for.
4. Buying is easy. Avoid annoying paperwork, sales people and red-tape. Outline how your products/services are available via easy and simple online transactions.

Guidance & Steps to Taking Action

Depending on where you fall in terms of your digital goals, here are some practices and steps to make your business more DIGITAL and VIRTUAL: 

Beginner: 

• CRM - Keep a clean and organized database of every client and every prospect, including an address or email. 
• Website - Don’t underestimate the importance of having an online presence that is beautiful, easy to navigate, and rich in evergreen content. 
• Email Marketing - Deploy a regular cadence of emails with objective content to stay top of mind. 
• Paid Social Advertising - Organic posting is not enough. Social is a very affordable tool for branding and awareness. But don’t overspend, a small investment does the trick. 
• Paid Search Advertising - Search is proven a very effective tool for lead gen but does require some working knowledge, ongoing management and has the potential to get costly. You may want to consider outsourcing if the resources are available.   

• Video Tours, Brand Videos, Explainer Videos - The future of real estate search is video. Get the most out of your marketing by upgrading your static images and assets into videos. 
• Programmatic Advertising Technology - This is the underlying plumbing of the web that mid- and large-sized enterprises use to advertise online. There are a variety of ad networks, demand side platforms (DSPs), or service companies that can provide custom, flexible online advertising solutions that generate high performing results.  

Expert: 

• Video Digital Advertising - Repurpose your video assets by converting them into gorgeous digital ads that run on the web to drive qualified leads. 
• CRM Ad Targeting - Use your website and CRM database to target clients with paid digital advertising. Frequency is key so make sure those people see your ads 5x per month. Also, expand your reach nearly 10x by “modeling” your CRM database to create a qualified look-a-like audience. 
• Data-Driven, Smart Ad Targeting - Enrich your CRM database with various data vendors who can tell you which email addresses are your best prospects. By making your data smarter, you can drive greater accuracy and ROI from your advertising. 
• Use A Single Platform - Having all of your client and marketing records in a single place is the modern version of a company superpower. If funds are unavailable to outsource this, there are affordable ways to execute internally but beware, this does require active monitoring and managing.

NOW AVAILABLE! **FREE** Predictive Mover Report 

Audience Town is sharing its latest report analyzing the predictive audience data of consumers likely-to-move in the next six months. Hundreds of demographic, geographic, financial, and lifestyle characteristics are here, including fun facts like:

• Only 10% fewer people will move compared to last year
• Minnesota is the #1 state of people likely-to-move
• Existing homeowners of $1M properties and large families are most-likely-to-move

Get the Report