How Digital Marketing for a Realtor Fuels Her Number One Lead Engine

I spent this morning going to a morning breakfast seminar at my local American Marketing Association chapter.

First off, I’m not a morning person at all. So it required me waking up at 6 am, which I wasn’t happy about.

That, along with being in a room of other business owners and marketing people who actually want to socialize at that hour. I successful avoided any early-morning conversation by sitting in the back row taking care of personal business on my phone.

Anyways, the breakfast seminar was titled ‘Sales and Marketing Tips from a Top Realtor’. I’m not going to mention who the realtor was because it really doesn’t matter. What she had to say was more important than who she was.

I honestly also thought the presentation was going to really suck at first. That group had other realtors speak at breakfast seminars in the past, and they weren’t worth listening to.

But the girl who spoke actually had a lot of great advice for the room as far as marketing goes. It’s a bunch of stuff that I kind of knew, but she confirmed it after good ol’ fashioned hard work.

Here were the most valuable “writer downers” she told the room:

  • The free ride from Facebook is officially over. From now on, it’s pay to play. She basically said if you want your posts to show up in peoples’ feeds, sponsored posts are the way to go.
  • It’s also pay to play on apps like Realtor.com and Zillow. Those platforms basically hold realtors at gun-point if they want to be fed leads. Realtors have to pay hundreds just to have their name next to their seller’s property. If the realtor doesn’t pay that, then the house is up for grabs for other realtors who want to pay for leads. And that’s assuming those realtors even pick up the phone and call the client.
  • Video is King. Everyone is watching video. Even though older generations don’t like to be on camera, if they really want their boost their marketing, they have to be willing to take the leap.
  • Public speaking is a good way to get confident and you can also use the presentations on video. Even the Breakfast Seminar was recorded. The speaker said she used to be the worst public speaker. She admitted used to shake bad. I could sympathize since I used to be the same way. She even said she still does from time-to-time, but with practice, it’s gotten a lot better.
  • As much as realtors invest in professional headshots, she said she only got one lead from a sign in someone’s yard.
  • She also only ever got one lead from a newspaper. She also added that the biggest demographic on Facebook now is in the 50’s now, which is good if you want to sell to people with a lot of money.
  • Only stick to one social channel if you can and post everyday, if not multiple times a day. Don’t make a point to be on all of them and spread yourself thin. I’ve seen this myself with start-ups. They have a website, and they’re on all the social channels but they would rather have 0 followers than start off with even double digit numbers.

But the most revealing part of her presentation was towards the beginning. At the start she had a graph of a break-down of where all her leads came from.

The overwhelming majority of her leads came from either past clients or what she called her “circle of influence”. Basically referrals from her personal network.

Now I haven’t asked my realtor, who sells well over 100 houses a year, but if I did, I know she would 100% say most of her clients are repeat clients or referrals.

She even co-owns 2 Cross Fit gyms (Talk about making me look bad). And those businesses feed each other. Her clients become members of the Cross Fit gyms. And those gym members eventually become her real estate clients.

I hired her after my close friend referred her to me, and she got our first house closed. She even wore a gym outfit to the closing.

My friend who referred me said she also wore a tank top at his closing that said, “My Jerk is as good as my snatch” (Cross Fit reference, but it just sounds funny).

But the speaker added towards the end that even if one of her past clients gives her a referral, it may be a great referral, but that prospect will still look her up. So it’s extremely important to her that the majority of her ratings are as close to 5 Stars as possible.

Her whole marketing method, which she didn’t even know at the time, was to do a great job for her customers, so she could bank that all that good-will and generate endless repeat business, reviews and referrals.

Biggest Marketing Tip of the Story: Try to do A+ work all the time.

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