A Realtor's Guide to Digital Selling: Leveraging The Web to Find Buyers - Online Marketing Institute

A Realtor's Guide to Digital Selling: Leveraging The Web to Find Buyers

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Editor's Note: Sundeep Kapur is the OMI Training Industry Director, digital consultant and successful real estate agent. To celebrate our new Real Estate learning series and upcoming webinar, he joins us today to discuss how realtors can use the power of the web to boost their business.

How can you leverage the power of digital media to attract buyers to your property listings? As a real estate professional, you already work hard to connect buyers with sellers - earning their business is even harder, and your time is limited. The digital storefront, on the other hand, is always open. Buyers peruse online listings 24/7, and sellers are always looking for the best way to make an impression. Both buyers and sellers are looking for three things:

  1. A trustworthy brand
  2. Relevant advice
  3. Easy access to information

Starting with your profile, here are some ideas that can enhance your digital presence to address clients’ needs, and win their business:

Profile Do’s

Build and maintain a website that clearly identifies your value proposition – think of it as a digital business card that tells the consumer:

  • Who you are
  • Your expertise
  • The area(s) that you serve.

Your site needs content that can engage readers – think useful, important, and entertaining.

Leverage social media channels to describe yourself – good platforms include LinkedIn, Facebook, and Twitter. A LinkedIn profile should provide a succinct overview of who you are as a business, your experience, and your value proposition. A good Facebook presence is similar, but expands to include content like images and articles - being a Facebook brand constitutes a balance of professionalism and personality.. Twitter is also a great way to be found online - tweet useful information, follow people relevant to your business, and learn the art of tagging (#hashtag) key content.

The content you share doesn’t have to be original, and you may have little time to create it - but consider curating and publishing relevant articles that your prospective clients will find useful. Mix up your content with text, pictures, and even video: good multimedia content goes a long way to keep people engaged, and raises your visibility in the digital world.

Collect leads by offering something of value, and using a form on your website called a lead form to capture the contact information of prospective clients. Your value or incentive could include valuable information on buying or selling; the lead form you create should be as simple as possible – contact information, area of interest, and permission to get in touch via digital channels (allowing them to opt into your messaging).

Email leads as soon as possible, and use your messages to learn more about their needs. Keep emails short, and include a short survey (one or two questions) that will allow them to share additional information about their requirements. If it makes sense, send out two to three messages spaced at regular intervals, each containing information that builds on the last.

Because so many consumers now use smartphones, your strategy to connect with them should be “smarter.” Ensure that the content you share is brief and your website is responsive. Just because the consumer has a phone with them at all times does not mean that it is okay to message them excessively. Make every interaction simple, engaging, and useful.

Stay in touch with those you serve by providing a useful amount of information on a regular basis. Determining frequency can be a challenge, but an ideal goal is to ensure that every question asked on your digital channels is responded to within a day. This encourages prospects and clients to ask questions, and reduces your posting burden.

What Drives Success

Successful digital brands ensure that the information they share is current, that they have conversations to nurture a relationship with the consumer, and that they are timely in responding. Being responsive does not mean that you have to monitor your digital assets around the clock: a well-defined strategy of organizing the right information, automating responses to frequently asked questions and adding a personal touch goes a long way in driving digital success.

Consumers seek approachable brands that inspire confidence and earn trust. You build confidence by providing relevant information and showcasing your thought leadership. Trust comes from good customer experiences and (digital) word of mouth. Being approachable comes from a combination of a number of factors, including your ability to respond quickly and personably.

Listings abound and buyers are out there looking. As a real estate professional you work hard to connect the buyer and seller. You are busy, and there are so many hands to shake/contacts to make.

  • How can you leverage the power of digital to attract buyers to your listing?
  • How do you get sellers to list with you?
  • How do you answer their questions/concerns 24x7?
  • How do you bring them in/convert them?
  • How do you nurture these relationships forever?

To find answers to these questions and to learn more about using the web to boost your real estate business, join us for a FREE webinar on digital best practices and dramatically increase your success.

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