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May
5

It's a sure thing that the majority of your future clients will first encounter your brand online.

Even with the personnel and resources of a large brokerage, in-person events can only achieve so much coverage within your community. Experts estimate only about 1% to 10% of people you encounter on a daily basis will be ready to enter the market when they make contact with you for the first time.

Knowing all that, your brokerage website has a number of big jobs to do:

  • It must attract the right targeted traffic to your digital doorstep
  • It must explain precisely what you do and who you do it for
  • It must help maintain a relationship over weeks and months

Your website is the centerpiece of your digital marketing strategy. While it doesn't "do it all," nothing else will get done without a website to serve as the hub of your online brand. Its role goes far beyond being a "digital brochure." Done right, it has the potential to deliver immense strategic value.

Here's how to make it happen:

Post Helpful, Informative Content

Content marketing is the name given to building a relationship of trust by providing a foretaste of the value you can offer clients before they even sign up with you. This content should be both helpful and informative, helping visitors solve problems or overcome challenges in their real estate journey.

  • Promote Your Content with SEO
    Search engine optimization (SEO) is a collection of design and technology techniques that signal search engines about your high-quality content. In order for your content to raise your search engine visibility by appearing in relevant searches, you must have an SEO strategy you follow consistently.

  • Make Your Website Mobile-Friendly
    A responsive website is one that automatically adjusts in both navigation and appearance to suit the way a smartphone or tablet browses the Web. Without this adjustment, mobile users can get frustrated and click away — and an increasing number of younger buyers use mobile as their main source of connectivity.

  • Capture Lead Details Throughout Your Website
    As someone interacts with your website, you should be learning more and more about that person's needs. One way to capture leads is to develop a "lead magnet," a rich, detailed piece of content website visitors can receive in exchange for agreeing to join your mailing list.

  • Build Your Opt-in Email Marketing List
    Email marketing is one of the most powerful opportunities in real estate, especially for large brokerages with the staff power to handle the increased volume. By segmenting your list for buyers, sellers, new leads, and other use cases, you can ensure each subscriber receives only content that matters to them.

  • Turn Subscribers into Customers
    Email subscribers are somewhere in the middle of your digital marketing funnel. While you can't "make" them take action, you can inspire them with the right opportunities. Be certain they are receiving event invitations such as virtual tours, open houses, and featured listings in their area.

  • Make Your Text Content Stick with Video
    On the internet, people don't read — they scan. They are looking for the information that's most relevant to them and will simply tune out anything else. Video content is much more likely to inspire action than plain text, and it is usually more memorable for your visitors, too.

  • Showcase Your Featured Listings Prominently
    A good real estate website makes it easy for visitors to browse listings of value to them. Your MLS access gives you the tools you need to highlight new listings, enriched content like video and virtual tours, and relevant updates in real-time. Give your most crucial listings prominent billing on your website!

  • Be Smart About Social Media
    Instagram is the overall winner when it comes to social media marketing for real estate, but Facebook and LinkedIn both hold opportunities for the right brokerages. Expand the reach of your best content and listings with social media, staying focused on platforms where your audience is highly active.

It's Not Too Late to Turn Your Website into a Lead Generation Powerhouse

Ready to put your website to work?

Even if your website hasn't reached its full potential just yet, it is not too late to make a positive change. With the right guidance from digital marketing experts, you can revitalize your real estate website so it produces a bottom-line value that moves the needle on your goals.

There are many different aspects to getting the most value from your website. For the best results, they all need to come together effectively. But once the initial work is done, your team can benefit from the power of digital marketing automation, reach more people, and save thousands of hours a year.

Contact us today to find out how your brand can benefit from the best real estate websites.

May
4

Lead routing is important. Let's face it: Getting lead opportunities to the right person to handle them is the best way to provide that customer with the kind of service you want to be known for. Not only are you going to get more closings from happier customers, but it's a great way to entice more agents to join your brokerage, and to keep the ones you have. Quality leads come from meeting an expectation of excellent service. Excellent service comes, in part, from getting the customer a prompt response from someone well equipped to help them. Unfortunately, when it comes to lead routing (and most things in life, really) there's no single solution here that is just "the way." There are too many factors to take into account from one brokerage to the next. Your market, agents, and business model all come into play, so I can't tell you exactly what's "best" for you. Also, what's "best" might even change as the market does. What I can do is give you some options. The more you know about what processes are available, the easier it will be for you to try some things and work out what's best for your business.

Backup Agent System for Website Leads

First, there's a good chance that you've heard the phrase, "Your listing, your lead." However, the listing agent isn't always the best person to handle a buyer lead. Even on their own listings, some listing agents don't want those incoming buyer leads at all. That doesn't necessarily mean they want to give them away to just anyone, though. It's this kind of scenario that lead to the creation of our Backup Agent System. When this system is enabled, it allows agents to define their own backup agents. If an agent has backup agents defined, the system will give them the first opportunity to respond to a new lead. If they don't respond within a preset amount of time, that lead will then become available to their backup agents so that they can respond instead. As far as the DeltaNET® is concerned, that lead still belongs to the listing agent to whom it was originally assigned. However, it's also accessible to the backup agent so that they can manage the correspondence with the potential buyer. This process benefits the brokerage in that the lead can be handled more quickly if the listing agent is otherwise engaged, while still benefitting the listing agent by getting the lead to them and allowing them to define who they're willing to work with on it.

So if the company website leads for company listings are handled with the Backup Agent System described above, that pretty much just leaves us with leads on IDX listings. There are numerous ways of handling these, but the methods below seem to be the most common and most successful. Keep in mind, though, the one that's going to be the most successful for you depends on a number of factors. The nice thing here is that you're not locked into any of these methods once you choose one. Nor are you limited to just these options exactly as I've laid them out. I'm only scratching the surface of the lead settings available to you in the DeltaNET; there are always settings that will allow you to really dial this in to fit your business. Don't be afraid to experiment.

Lead Broadcast

Your first option is the tried-and-true lead broadcast to agents. Whenever a new lead comes in on an IDX listing, the system picks up that listing's zip code and broadcasts the lead to a group of agents that cover that zip code. Broadcasting is the fastest way to get a lead straight to an agent so that the customer gets a response as quickly as possible. You can control the maximum number of agents who receive this broadcast at once, but the idea is that any lead that waits more than five minutes for a response has already gone elsewhere, so the more agents that get notified, the better. This also fosters some competition. The fastest person to accept the lead gets to keep it, so the most successful agents work hard to stay on top of their notifications. Often, the single broadcast based on zip code is enough. However, it can also be set to rebroadcast to a new set of agents automatically if the lead isn't picked up in a predefined amount of time. You can even have it broadcast to hundreds of agents at once (I think 250 is the most I've ever seen) to maximize the chances of someone picking it up within the first few minutes. Another common broadcast option is to have the leads go only to a subset of agents who have earned their right to receive them. If all of the agents in your brokerage cover the same service area, this can also be set to just include everyone without worrying about zip codes at all. 

Lead Incubation Team

This next option seems to be getting more and more common each year. That is to route all company leads to a lead incubation team. The added benefit here is that this covers those customers who are just saving listings and searches instead of only those making requests on listings. Not only can that team assess whether or not that lead is active and engaged enough to work with an agent, but if they're not, this team can work with them through things like drip email marketing to get them there. This is great for agents because, when the lead does get to them, it's fully qualified. If every agent knows that every company lead they get has a pretty high chance of closing, they'll really value those leads. It's not for everyone, though. The biggest barrier here is having the resources and lead volume necessary to build a team like this. Also, in many cases, the agents are fully capable (and willing) to incubate these leads themselves. In fact, agents are often doing this kind of lead incubation anyway. In those cases, they might be better off establishing their brand with the customer right from the beginning so it would be best to get the lead assigned to the agent (by broadcasting it to them, perhaps) immediately so that they can just add them into their own established lead incubation process if they're not yet ready to buy or sell.

Leads Administrator Assignment

Not every brokerage has their business set up in a way that supports the above options. Your brokerage may not yet be big enough to warrant the above options-and, especially when you're first getting established, you want to keep a close eye on every lead. In these cases, it's nice that the DeltaNET is built in a way that can grow with you. Initially, you can have every IDX lead assigned to you directly as the Leads Admin. You can even have all of the contact and request information included in the notification email so that, instead of forcing your agents to log into the system to go through the steps of marking the lead as processed, you can simply forward the notification to them and assign the lead later. This has the benefit of getting the customer a response quickly and, as long as you're following through with the assignment, you're getting the system set up in such a way that it will be ready for you when you have more agents and resources at your disposal and really want to get into what it can do. When you grow to the point at which you're getting enough leads that you can't route or handle them all yourself anymore, just change a few settings, and now they get broadcast to the other agents directly.

Whatever lead routing solution you go with, just remember that the key to success really amounts to good customer service. The faster the customer gets a response from a real person with the information they need, the better the chance they'll work with that person to buy their dream home. Or sell it, as the case may be. So don't underestimate the importance of pairing them with the right agent fast. Also know that this is only the tiniest fraction of what the DeltaNET lead routing system can do. So, if you have special cases where leads who match specific criteria should be routed in specific ways, there's a good chance the DeltaNET can do it!

May
3

This week, Harley goes over a Market Watch Report update.

 

Click Here to Read More...

May
3

Generational marketing is more important to real estate agents than ever.

In generational marketing, you segment and focus your marketing based on techniques and messaging relevant to an age group. For instance, Baby Boomers often respond to mailers, but Millennials require a technology-forward approach.

There are four generations in today's housing market, each with its own concerns and challenges. Generational marketing crafts customer touch-points to improve their experience and meets them where they are in terms of their unique expectations.

Let's take a closer look at the generations and how they differ.

Understanding the Different Generations in Today's Marketing Environment

Baby Boomers

Baby Boomers are aged between 57 and 75 years old today. They are the generation that built many of America's modern institutions, benefiting from the post-World War II boom and an environment where many of the country's main competitors were focused on recovering from conflict.

From a marketing perspective, Baby Boomers require a personal touch. They are not as comfortable with digital marketing, but "guerilla marketing" tactics still work well for them. Many will buy their last home in the coming years, though an increasingly large portion has already done so.

Generation X

Aged 42 to 57 today, Generation X was once known as "the MTV Generation." Most came of age in the "me first" environment of the 1980s, representing a break from their parents' views. Many are now in the prime of their careers, with high disposable income paired with an eye toward retirement.

Over the years, Generation X has tended to prioritize saving over spending, but that doesn't make them spendthrifts. You can reach Generation X with a variety of tactics. Email and social media are mainstays, but traditional mailers and brochures can still be effective.

Millennials

Aged 26 to 41, Millennials are currently the largest generation in the U.S. workforce. The eldest of this cohort were among the last people to grow up without the internet. Since their teen and college years, "always on" connectivity has become ubiquitous through a panoply of mobile devices.

Living through multiple economic meltdowns, Millennials have usually been wary of large financial institutions and the idea of a home as an asset. That said, they are buying in greater numbers than before. They will make up the majority of both buyers and sellers for the foreseeable future.

Millennials focus more than others on doing their own research online long before they reach out to a real estate agent. As such, they demand an omnichannel digital marketing experience that meets their needs all through the buyer journey. Email marketing is essential to building a relationship with them.

Generation Z

Believe it or not, Generation Z is already making its mark in the housing market. If younger Millennials were the first "digital natives," then Generation Z makes up the first "mobile natives," some of whom had their first iPad or other tablet computer as early as kindergarten.

This naturally shapes the Generation Z predisposition toward digital marketing. With the oldest now 25, fresh waves of Gen Z college graduates will be coming each year. They will be starting careers and even families. In general, they have a very high opinion of the value of a home as an asset.

Many in Generation Z are sanguine about buying a home and even wish to do it before they turn 30. One striking aspect of the recent seller's market is the unexpectedly robust activity of Generation Z. From a marketing viewpoint, they are much like Millennials, seeking authenticity and alignment with their values.

Building a Generational Marketing Strategy that Works

  • Determine the Generational Focus of Your Ideal Customers
    Generation goes hand in hand with life stage. You no doubt already have a general idea of your usual customer's generation: First-time homebuyers have very different needs than Empty Nesters, after all. A generational profile gives you a strong idea about what kinds of problems customers need to solve.

  • Adjust Your Marketing Mix Appropriately
    Older customers usually respond well to mailers, brochures, and face-to-face events. If you are working with Baby Boomers or Generation X, make certain your marketing reflects that. Since they also tend to enjoy voice calls more than younger customers, ensure it is easy to contact you by phone, too.

  • Use Automation for Consistent, Value-Added Activity
    Aside from Baby Boomers, virtually all your prospective customers respond well to social media and email marketing. Email marketing in particular is essential to building a long-term relationship with prospects who may take weeks or months to enter the market after their first contact with you.

Generational marketing may sound complex, but it is worthwhile, even if you work with many different categories of customers. Contact us today to discover how marketing automation can save thousands of hours of work while giving you compelling, helpful, and effective generational marketing.

May
2

When it comes to email marketing in real estate, looking at the numbers can help you determine what works and what doesn't.

At Delta Media Group, we service brokerages of all sizes across the United States. From independent agents to more than a dozen of the RealTrends TOP 100 brokerages in the nation. Earlier this year, I took the time to conduct a thorough analysis of the adoption rates, email statistics, and general website performance of some of our largest partners to get a gauge of what "true adoption" looks like, as well as what kind of email marketing was being done by some of the top-performing brokerages in the nation.

Let's start by looking at the adoption statistics because those will play directly into the volume of emails sent by these firms. All of the data in this report is from 1/1/2021 thru 1/1/2022. Of the 12 brokerages analyzed, they had a collective 12,000 agents within their organizations.

As I started to review the usage of our DeltaNET® platform, one thing immediately became clear to me. Some companies use technology regularly and have made it a part of their company culture. Other firms simply offer a CRM to "check the box" and are not actively promoting or pushing its use. In the last edition of our Real Estate Marketing & Technology magazine, I talked about the importance of building a healthy culture of technology. If you aren't talking about it, if you aren't sharing the wins, eventually, the technology will become an afterthought in your organization.

That's why "adoption" statistics can be tricky to analyze. Large tech vendors want to use those numbers to convince brokerages that they have the magical technology that agents will finally want to pick up and use. The reality is that no brokerage will ever have a 100% adoption rate of any technology. There are too many real estate agents that are just looking for a company to hold their license and are only in real estate as a part-time job. In a year, they'll, maybe, record one or two transactions. And that's okay; real estate doesn't need to be a full-time career for every agent. That also means it's okay to know you will never get everyone on the same page.

When it comes to our largest organizations, some saw a very healthy adoption where more than 80% of their agents were logging into the system on a regular basis (at least once a month) and having some type of activity within the system. That could be building a flyer, changing their website, or responding to leads. Other organizations saw as low as a 39% healthy login rate. The numbers varied wildly across the board, with the average healthy adoption rate coming in around 61%.

This falls in line with a concept I've also talked about in this magazine before — the "30-30-30" rule. 30% of your agents will rarely use your tools. 30% of your agents will probably use your tools but will need to be coached/trained/and motivated to use them. This group is where most training directors spend their time. The final batch of agents is the ones who are pushing brokerages to get these tools and will use them often.

The number of agents using the system will directly translate into how many contacts exist within these brokerages' CRM platforms. You need contacts in a system in order to market to them. We found in our data that, on average, 80% of agents inside these 12 companies had actually uploaded their contacts into their CRM. In total, 4.6 million contacts were receiving reoccurring marketing from these brokerages. That is huge! These larger firms had roughly 386,000 contacts in their pool to be regularly contacted.

So you've got agents using a CRM, you've got them uploading contacts, and the goal is you want to be marketing to these contacts, boosting your brand impressions, and providing something of value to the potential home buyer or home seller. The content they're receiving needs to be valuable. Things like new listing alerts, market updates, regular newsletter content relevant to their interests, or seller reports. At Delta, we have seven distinct channels of email marketing. Those are:

Homefinder Reports: New listing alerts that can run instantly, daily, weekly, or monthly.

Market Watch Reports: Market statistics updates that run weekly, bi-weekly, monthly, or quarterly.

Seller Reports: Detailed statistics on how a listing is performing on the market. View counts, engagement, showings, etc. These run weekly or bi-weekly.

E-mail Drip Campaigns: Various automated touchpoints like holiday emails or buyer campaigns. They are relationship-focused and have a large variety of email volume. It could be one email a week or four emails a year. It all depends on the type of campaign.

E-cards: These are graphics-heavy emails that usually are focused on displaying information within the email and not focused on driving traffic back to a website.

Email Blasts: This is an email that is built and scheduled to run on a specific day and time to a pre-set group of customers.

My Customer For Life: Our AI-Driven newsletter contains curated content for home buyers, sellers, and general home improvement. Any contact within the CRM can receive this newsletter, which has 12 new articles added monthly. The newsletter tracks what type of content customers are engaging with and starts to become a curated newsletter of content relevant to the customers' interests.

Here is a breakdown of how these different channels of email marketing performed:

Over the course of one year, our clients sent more than 43 million emails to a total of 4.6 million contacts. On average, it appears that enterprise brokerages are hitting a contact with a little over nine emails per year. However, that number will be inflated as the home finder emails are really new listing alerts running to buyers who are actively looking for a home. If you remove those 11.5 million emails, it's really closer to seven emails per contact per year for general branded emails.

Personally, I think the best cadence for email marketing is more like 12-18 emails per year. You should be increasing your brand impressions significantly by giving these clients valuable information like our Market Watch Reports or our My Customer For Life newsletter.

Let's break down some of the findings from this data.

1 — the types of email marketing running from the DeltaNET perform extremely well compared to most online email marketing analytics. Your average open rate should be around 17%, and your average click-to-open rate should be around 6%. These benchmarks come from campaignmonitor.com. With that in mind, it's clear that there are three stand-out emails in our marketing suite that everyone should take notice of.

2 — Market Watch Reports. We encourage all agents using the DeltaNET to enroll their customers to receive these types of detailed market reports. If you have a potential buyer looking to move to a new area of town, you can enroll them to receive these reports. Or, if you're looking to keep a long-term relationship with a customer, you can enroll someone who just moved into a new house to receive these market reports. Perhaps they purchased at $240k, and a few years later, they see homes in their market selling for an average of $280k. They may be inclined to list and sell again once the price point gets high enough. These emails have a massive 65% click-thru rate. This means the customers opening these emails are almost always clicking on them to be sent back to your website. There is a huge opportunity here.

3 — Seller Reports. While this is the lowest volume of emails coming from our system, it's clear that home sellers are paying attention to them. Seller Report emails have a 63% open rate, the highest of any type of email I've ever seen statistics for. If you have active listings, your seller should receive these detailed emails.

4 — My Customer For Life. This email newsletter is clearly working. I believe it may be the magic bullet for email marketing, and we didn't even realize we had it. Our Digital Marketing team has added new content articles to this newsletter for nearly five years. To date, MCFL has more than 750 articles of content that fall into three categories: Buyer, Seller, and Home Owner. If I receive an agent's branded newsletter in week one, it will show me all three types of content. Let's say I click on a seller article. Delta tracks that. Next week when I get my newsletter, it will have two seller articles and a home improvement/buyer article. If I click on that sell article again, I am flagged in the agent's CRM as a potential seller, and now the newsletter will always contain more seller content because that's relevant to my interests.

The MCFL newsletters have a 59% click-thru rate. This is one of the best online marketing plans you could subscribe to, and the best part is that it's included in our DeltaNET platform with no extra charge. Other online marketing companies would charge anywhere from $20 to $50 per month to subscribe to a newsletter that gets that much new content each month. And it's not just for your email either. This content is also designed to be automatically shared on your social channels after you've connected your

DeltaNET to Facebook, LinkedIn, Twitter, or Instagram. You get great reoccurring social content and email newsletter content automatically each week.

As the data shows, email marketing works. Our top 12 clients saw nearly six million impressions of their brand through email and drove more than 1.6 million visitors back to their websites. If you're looking to step up your game on email marketing, the first place to start is your CRM. Make sure you have agents uploading contacts to market to. Once you've got contacts to email, you should get into a rhythm of reoccurring newsletters, dynamic email drip campaigns, and setting up market watch reports for all customers. Specialized emails like seller reports and home finder reports are great for sellers and buyers. Finally, you can use tools like email blasts to send mass notifications about things like company events.

If you'd like to set up a consultation to review your email marketing strategy, please don't hesitate to reach out to one of our Software Consultants at sales@deltagroup.com.

April
28

Think about the most important factors for online marketing success in real estate. You want plenty of traffic for your real estate website, powerful search engine optimization (SEO) to help your audience find you, informative content that builds trust, shareable, clickable content to boost your social media marketing, and easy, natural ways to integrate calls-to-action in order to turn prospects into qualified leads.

It's no exaggeration to state that your real estate blog can be a dependable tool for helping you accomplish all of those goals and more. Here's why you shouldn't underestimate the power of the real estate blog and how to create a blog that will benefit your business for years to come.

The Power of the Real Estate Blog

Ultimately, your real estate blog is a tool for informing your audience, and all of the other benefits stem from accomplishing that key goal. You have plenty of real estate and market expertise to offer. Your blog is the perfect place to share that expertise with your audience and give your digital marketing a major boost.

  • Website Traffic and SEO
    Your real estate website is the hub of your online marketing efforts. You want website traffic, and an informative blog can help deliver it. In addition to attracting traffic through your informative, relevant content, blogging is a reliable way to integrate SEO and local SEO which will improve your position in search engine rankings.

    Most people seeking real estate services of any kind start the process with an online search, so your search ranking is critical. In addition to naturally including keywords that your audience may be searching for, your blog allows you to consistently update your website with content that's relevant to your audience, and relevant content causes visitors to spend more time on your website. All of these factors make your website more appealing to search engine algorithms, which ultimately means more leads for your business.

  • Demonstrating Your Expertise
    Attracting traffic to your website is just the start. The content that you create can also play a key role in convincing prospects that you're the right choice for their real estate needs. Blog content is the perfect platform to demonstrate your real estate expertise by creating content that educates your target audience, answers their key questions, and helps them make informed decisions.

    Of course, you can also tailor your blog content to the audience you aim to attract. The flexibility of a real estate blog allows you to reach experienced, luxury clients, first-time home buyers, and anyone in between.

  • Showcasing Your Markets
    Prospects aren't just searching for the perfect home. They're also looking for the right neighborhood for them and their family to live in. Your real estate blog presents endless opportunities to showcase the markets where you do business, from neighborhood guides to posts on specific local attractions, businesses, events, and real estate trends. All of this information can help your audience make decisions on where to shop for homes with confidence while positioning you as a neighborhood expert.

  • Shareable Content for Social Media Engagement
    There's no doubt that social media marketing works best when you generate engagement, and your blog content can serve as an excellent conversation starter. Sharing your blog content on social media can get your audience talking, drive traffic to your website, and make it easy for your target audience to share your content with your friends.

    It also works in the other direction. You can ask your social connections about the types of content they want to see and the questions they want answered. This is a great way to get content ideas and improve social engagement by providing content that's highly relevant to your audience.

  • Inspiring Action from Prospects
    Of course, online marketing is all about generating high-quality leads, and blogging can help with that, too. The end of an informative, relevant blog post is the ideal place to integrate a call-to-action (CTA) and inspire prospects to take the next step with your real estate brand. Whether that means signing up for your email list so that you can take advantage of email drip campaigns or contacting you directly, a well-placed CTA can be a key step in turning prospects into clients.

New to Real Estate Blogging? Getting Started Is Easier than You Think

Hopefully, we've convinced you of the value of a real estate blog, but that still leaves one key question. How do you get started? While you can build a blog yourself from the ground up, there's an easier, more efficient way. Our custom content creation services make it easy to get all of the benefits of blogging without the time investment. We'll create content that's relevant to your audience, market, and preferences, leaving you with more time to pursue the leads that your blog creates.

April
28

In luxury real estate, building a sphere of influence can set the course of your career — but first, you have to put the work in.

In luxury real estate, your sphere of influence is critical to your long-term success as an agent. Establishing relationships and connections are some of the best ways to help your career take off. Still, building your luxury sphere of influence can feel like an intimidating task when you're new to the industry or starting fresh in a new market. But you don't have to do it alone. The agents who came before you have laid out a path for building your sphere of influence, and there are so many modern tools available to help you achieve your goals. Invest your effort wisely, and you can build a string of luxury-based connections that will serve you well for many years to come.

Steps to Building Your Luxury Sphere of Influence

Work With an Experienced Mentor

No matter how well you prepare for your career in real estate, there's still plenty to learn as a new agent. That's why it can be so beneficial to work with a mentor who can help you overcome the early challenges and show you exactly how someone with experience in luxury real estate operates on a day-to-day basis. Your mentor can provide insights into how they built their personal sphere of influence and how they've continued to grow it throughout their career. Building your own network will still require effort, but it's much easier to achieve your career goals when you know exactly where and how to invest that effort.

Leverage Your Existing Personal and Professional Networks

You're likely to hear this tip often as a new agent, and for good reason. When you're just getting started, your existing network of friends, family, colleagues and other connections can be your best source of potential leads. These are people who are already within your personal sphere of influence. You know them, and they know you, so it's important to make them part of your luxury sphere of influence, as well.

Make sure that everyone within your existing networks is aware of your real estate career and how you can help them with luxury real estate. Ensure that they have your contact information so that they can easily recommend you to the people within their own networks. Remember that maintaining relationships with the people in your personal network over time is critical. You want them to think of you first when they or someone they know has luxury real estate needs.

Know Your Market and Your Audience

Who are you trying to reach? As a luxury real estate agent, your target audience will be different from an agent working with buyers who have a smaller budget, sellers with non-luxury homes, or people who are buying a home for the first time. Planning your marketing strategy requires knowledge of who you're trying to reach within your market and what they're looking for from their real estate agent.

One of the things that every client will be looking for is in-depth knowledge of the markets where you do business. So getting to know your neighborhoods is one of the most important things that you can do as a new luxury real estate agent. Buyers want to know that you have the knowledge to help them find the right home in the right location, and sellers want to know that you'll be able to effectively promote the neighborhood where they're selling a home. That means knowing all about the latest up-and-coming real estate trends and what types of homes are available. It also requires extensive knowledge of the amenities, attractions, and services available in a given neighborhood.

Develop Your Digital Marketing Strategy

Much of the work that you put into building your sphere of influence will involve reaching out to potential clients, but it's also vital to make sure that prospects can easily find you. Since most people start their real estate search online, your digital marketing strategy should be a central element of your lead generation strategy. In order to appeal to a luxury clientele, an attractive, appealing, information-rich website is a necessity. Delta Media Group® can help you with that, too. Our top-ranked search engine optimization (SEO) works to help leads find you, effectively turning your website into the hub for your online marketing efforts.

Social media should be another key element of your digital marketing strategy. Building your social presence is a powerful way to expand your sphere of influence beyond your connections, develop relationships with prospects, share your content, and show your real estate expertise. Social Connector, another feature of the DeltaNET®, makes it easier than ever to keep your clients updated with automated postings across all your social platforms.

Growing your social presence and the organic SEO on your website will take time, however, even with a wealth of tools at your disposal. Paid advertising is a great supplement to your other online marketing efforts and can pay immediate dividends in terms of new leads. There's plenty more that you can do with online marketing, but a great website, strong social media presence, and targeted advertising strategy are perfect places to start as you build your sphere of influence.

Create a Real Estate Content Plan

Creating informative real estate content is another effective way to stand out online, establish your personal brand, build your social media presence, and show people why you're the right choice for their luxury real estate needs. Depending on what you're comfortable with, there are a variety of ways to create valuable content.

The blog on your real estate website is the perfect place for posts with luxury real estate advice and posts that showcase the neighborhoods where you do business. Delta's custom content creation can help here as well. Our corps of specialists and professional writers research, write, optimize, post, and share content specific to your business to keep users coming back for me. If you're more comfortable behind a camera, then video content is also an excellent tool for growing your sphere of influence. Video content is incredibly popular, and you can break down longer videos into bite-sized pieces that are ideal for sharing on social media.

Get Involved With the Community

There's still plenty of room for traditional networking when building your luxury sphere of influence, as well. Building personal relationships within the community can lead directly to new leads and can also lead to referrals down the line. The best way to build those relationships is to go out, get involved with the community, and create connections.

If you have a passion for a particular cause or hobby, look for local organizations that share that enthusiasm. Volunteer to help out with a local non-profit, get involved with community events, visit local businesses, dine at local restaurants, and be an active participant in the communities where you do business. The more relationships that you build, the larger your luxury sphere of influence becomes.

Building Your Luxury Sphere of Influence Starts With You

Always remember that you are at the center of your luxury sphere of influence and that your sphere grows from that central point. The effort you invest, the relationships you build, the people you meet, and the marketing strategy you develop will ultimately help your sphere of influence grow. Over time, the clients that you serve also become part of your sphere, and their referrals help to expand it even further. While growing your sphere of influence doesn't happen overnight, the work that you put in now can lay the foundation for a prosperous future in luxury real estate.

April
26

Virtual showings took the world by storm in the wake of the pandemic. Buyers and sellers alike needed to shift their perspective on virtual technology quickly to adapt to a new world. Agents and brokers had a challenge ahead of them: To learn and implement the new technology.

As the public health situation improves, virtual showings are still going strong.

However, more and more buyers want opportunities to return to the traditional way of seeing a home. In the past, open house events have stood out among the best ways for agents to meet new leads. It is sometimes possible to get an offer from a qualified buyer on a home in just minutes, too.

Although there will always be some people who are just curious, most people who go to a conventional home showing are interested in buying in the very near future. Although these events take planning and foresight, they help the agent connect with the local community in a powerful way.

Unfortunately, many agents had mixed results with their showings in the past. This might leave some under the impression that there's no space for open houses or showings in their marketing mix.

It's understandable showings seem like a tall order, especially at a time like this! But there is a solution: A property showing manager that lets you quickly and efficiently schedule, plan, and scale showings — whether you're doing one a month or several every week.

Enhance Your Showings with a Unique, Independent Local Showing Manager

On paper, the idea of a showing seems simple: Prepare the home, invite guests, and follow through. A quick tour, some questions and answers, and you may be well on your way to fielding qualified offers. In practice, though, there's always a little bit more to it than that!

You want to make the process quick and painless for yourself, your seller, and visitors to the property. At the same time, you also need to make sure the time you invest produces real business value — that means getting information for follow-up from every participant, including the "no shows."

For the first time, you can do it all with Local Showings — an independent solution designed just for you.

Local Showings is Delta Media Group's response to an overwhelming desire among agents and brokers to have a fully integrated solution that works with their technology rather than requiring them to start over with something new. It operates as a standalone product and within your DeltaNET®6 real estate all-in-one solution.

Here's what you can expect when you try it for yourself:

  • Schedule a Showing for Any Listing in Your MLS
    It takes only minutes to schedule a showing from your phone, within your own website, or directly on your MLS. Local Showings is available in Web-based and mobile formats and also offers apps for Apple or Android. No matter what technology you use or where you work, it is ready for you.

  • Generate White Label Reports for Your Sellers
    Sellers rely on the marketing you do for their properties, and they want to have confidence about your efforts. It's never been simpler to keep them in the loop with detailed reports from Local Showings. They can see the entire history of events, total attendees, and much more, all with your branding.

  • Get Feedback from Attendees
    With full integration of event registration and post-event follow-up, you'll capture granular insight from your attendees with ease. And that's not the end of the story: In partnership with DeltaNET®6 or your existing solution, you can easily reconnect with no-shows and visitors who are still in the market.

  • Communicate Quickly and Easily with Agents
    Communication is the key when you're working with multiple agents. Local Showings is equipped with a sophisticated communication overlay that allows you to plan and project manage your showings behind the scenes, ensuring a spectacular experience for both your sellers and their prospective buyers.

  • Get Help and Support Whenever You Need It
    With years of experience in property technology, Delta Media Group knows how to deliver effective and meaningful support. No matter where you are or when you need us, our team is there: Our call center is ready to field your questions and troubleshoot your problems, so your showings stay on track.

  • Showings Are Coming Back with a Bang – Get Ready with Local Showings Today
    Virtual tours are here to stay, but buyers have never been more enthusiastic about face-to-face property showings than they are right now. Showing management will save you time and help you achieve more for your customers.

Don't settle for partnering with the competition — use a modern solution from a leading property technology firm. Contact us to learn more or schedule a demo to see how Local Showings will work at your practice.

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