No Gatekeeping, Please
There was a time when real estate agents were the sole gatekeepers of property information. When I began selling, the Saturday newspaper served as our primary multiple listing service, supplemented by monthly books. Can you imagine? Also…yes, I am that many years old!!!
Back in the day, buyers and agents had to contact listing agents directly, scour the Saturday real estate section of the newspaper, or wait for the books to come out to get listing details. Listing agents were definitely gatekeepers.
Today, of course, information is everywhere. Property listings are available on countless websites. So when we share property information via text, on social media or via email, our focus should be on delivering exceptional service. That means providing ALL relevant details upfront. Failing to do so only frustrates rather than engages your audience.
Agents, consider this: when you send an email marketing piece about your new listing or upcoming open house to other real estate professionals, please be sure to include all the pertinent details—beds, baths, location, and PRICE!
For your email to resonate with other agents, especially if they have potential buyers in mind, they need comprehensive information without having to look a property up! Without all of the needed info your marketing went from effective to annoying!
Let's normalize no gatekeeping, please. Make your marketing efforts count. Understand your audience!
52 Weeks of Conversation Starters
Of course, we all heard that rates dropped, but have we all communicated this to our active and potential buyers?
How can you be sure to get quick, important messages out to your clients without having to reinvent the wheel each time?
Easy! Segmenting your database, creating marketing pieces or emails once, and reusing them a ridiculous number of times in order to deliver great, valuable content to your sphere!
One of the biggest mistakes I see agents make is not working their database effectively. Buyer needs are obviously different than seller needs, however most agents are sending both groups the exact same information and/or monthly newsletter.
If you don't have your database segmented correctly, you are missing a huge opportunity.
Let's use the recent interest rate drop as an example. How easy would it be to create a great email marketing piece that you used for interest rate updates? Each time there is a notable change, you could plug in the current rate and send it to a properly identified group of buyers in two or three clicks!
Have a great weekend! See you next Saturday morning.
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Interested in learning more about database management, schedule a 1:1 strategy call here.
