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14
How To Evolve From Doing Things The Old Fashioned Way
Even in real estate, businesses rarely leap onto the scene "fully formed," ready to use best practices to the utmost. Any business usually builds over time. Whatever works at the beginning is maintained until it stops working — and, often, long after that.
This tendency is why businesses are said to have "growing pains." It's one of the reasons why, in so many industries, full potential for growth is realized only after an infusion of investor money. In real estate, however, professionals are called on to evolve without the benefit of lavish resources.
Real estate teams usually remain lean and mean, focused on doing more with less.
Unfortunately, it's also the case that real estate experts can get dragged down by the day-to-day grind of moving transactions forward. They may not have the time or energy to work on those priorities that are "important, but not urgent," the very same ones that have a tendency to elevate your business.
Sometimes, it takes external motivation to gain the commitment to do things differently.
If you're concerned about falling behind and you want to move things to the next level, you have plenty of options. However, it's usually best to start with what's most cost-effective. Hiring an experienced real estate producer is an uphill climb, and newer ones will need time before they can contribute effectively.
What's the solution for empowering each member of your team to accomplish more? You won't find it in the old-fashioned playbook of internal competition and long hours.
The answer to higher productivity at a lower cost is technology. And it will also keep your team running for the long haul while lowering burnout risk.
Real Estate Is Going Online — Your Business Must Be Ready to Serve in Cyberspace
Technology doesn't replace the human aspect of real estate. Instead, it makes it easier for real estate pros to focus more attention on what they do best. In order to make full use of their people skills and local knowledge, they need to make a strong first impression.
That impression is made online.
Among Millennials and the emerging Generation Z, the great majority of buyers go online to start their home search. They don't look at individual real estate agents or brokerages until they are further along in the process and ready to examine specific properties.
Although access to your local MLS gives you many amazing tools, it is not enough on its own. You need to go a step further by making sure first-time visitors to your listings are getting a fully branded online experience — one that starts the process of positioning you as a trusted advisor.
The "old-fashioned" MLS Listing Book is all but gone.
In its place is your real estate website, which not only shows prospects all of the same properties but establishes the unique value you offer in comparison to your peers and competitors. Done right, your website has the power to educate, inspire, and guide prospects to become leads, then customers.
Marketing Automation Helps You Establish Rapport in Just Minutes a Week
Agents can't spend all of their time on the phone — they need a scalable way to build relationships from dozens of people to hundreds. A real estate CRM provides that exact opportunity, giving them full access to the best in email marketing, real estate social media, and much more.
For just pennies per person per day, every member of the team has the ability to craft and hone their message in a way that distinguishes their unique insights. For example, it is now possible to send out emails targeted to leads' interests every week with just a few minutes of initial setup.
Agents can control and customize emails so that their voice and brand are always represented. And with each connection made, recipients are that much more likely to select them over other agents across the local area. This is especially valuable when leads may need weeks or even months to make a decision.
Every real estate agent knows that following up is the secret to success. Sometimes, it's necessary to follow up anywhere between nine and fifteen times. With online technology, however, you can often cut out fourteen of those interactions and still have a robust relationship in place. It is just that simple.
Like all technology, real estate marketing automation is about saving labor. It's no longer effective for agents and brokers to "burn the candle at both ends." Those who really achieve the most stay firmly centered in their area of genius and allow the right resources to do rote, routine tasks for them.
That transition accelerates growth — and sometimes, it's the only way to grow.
Don't wait any longer to embrace the future. Contact us today to find out more.
