Real estate has changed quickly over the last year. There are new technologies and new marketing techniques. Some of them leverage trends that were already percolating in the background, accelerated by the pandemic. Others are all-new, the byproduct of the collective ingenuity and creativity of a highly adaptive industry.

Whatever the case, real estate's evolution won't end with COVID-19. On the contrary, agents and brokers should prepare for a fresh era of change — one in which they'll need to draw on recent lessons while connecting with how they can best communicate their unique value to clients.

That's because the time is now to start Zillowproofing your business.

Big or Small, 2021 Is Pivotal to Zillowproofing Your Real Estate Future

Zillow is no longer "just" a place for listings — it's a real competitor.

But don't panic! Zillow has a big budget and even bigger aspirations, but you have competitive advantages that it can never take away. More than that, it can't even come close to replicating them.

Only local real estate pros can:

• Develop deep and personal relationships with their leads and clients and maintain them for years
• Deliver the highest quality of responsive, professional service to help clients navigate transactions
• Recognize and respond to changes, both individually and within your community, and react fast
• Craft a brand narrative that attracts your own ideal customers, not just "anyone and everyone."

In sectors of the economy from accountancy to roofing and everywhere in between, motivated professionals and small or mid-sized brands have always found ways to compete successfully with "the big guy." Zillow's brand recognition is a double-edged sword: millions of would-be clients will soon be turning up their noses at the name everyone knows and looking for a local real estate expert who truly cares about their needs.

Meet (and Beat) Zillow on Your Terms: 7 Ways to Get Started Now

• Leverage Customer Relationship Management to Get More Done, Faster
  An all-in-one real estate solution like DeltaNET 6 gives you visibility into the activities of your contacts, leads, and clients. It keeps track of interactions with your listings and helps you know when and how to follow up. DeltaNET 6 will save you hundreds of hours of manual work so you can focus on building your business.
  
  
• Adapt to Real Estate Trends that Show Signs of Staying Power
  After 2020, the real estate industry has changed forever. Video is more important than ever for real estate marketing, and that includes virtual tours: they're convenient and effective, helping buyers broaden their search radius without long road trips. Properties in Motion and the Virtual Open House platform make it easy.
  
  
• Carve Out Spaces Where You Can Compete Effectively
  Zillow is big, but results still come down to one-on-one personal connections. In many cases, that means making life easier for your clients. Local Showings is Delta Media Group's solution. You can easily check availability and schedule a showing for any listing on the MLS — it's like Zillow, only better.
  
  
• Double Down on Your Branding, Niche, and Individual Appeal
  Your ideal client is eager to work with you, not anyone else. Be sure you're 100% clear on who that client is, what their pain points are, and why you can serve them better than the competition. Then, repeat that message loud and clear throughout your website, blogs, social media, and anywhere you meet people.
  
  
• Make a Personal Connection Before You Even Meet
  Video isn't just about making homes look good. It can also put you in the spotlight. People trust video — it's the next best thing to being there, and helps newcomers to your brand feel like they know you. Introduce yourself with a video on your website. Enhance your blog and social media posts with video whenever you can.
  
  
• Leverage Your Existing Network for More Referrals
  Referrals are the name of the game early in any real estate pro's career. If you keep relationships strong, that well never runs dry. Be disciplined in following up after closing day: one week, one month, six months, and a year to the day. Circle around to clients you haven't heard from recently and find out if there's more you can do.
  
  
• Make Your Website the Core of Your Lead Generation
  On the flip side, your website can develop into a lead generation engine that's always running. Zillow has been on the scene for years, but real estate agents still get excellent online visibility with SEO and content marketing. Follow best practices and publish helpful, informative content for your target audience.

What's the biggest takeaway? Don't get spooked! Stay calm, think things through, and make informed choices about your options to stay ahead of the curve. To learn more about real estate digital marketing, contact us today.