In the past few months, you've probably noticed that listing inventory has been extremely low, at least in most of the country. As if it wasn't enough that current homeowners are less apt to sell during these uncertain times, labor shortages and supply chain issues have slowed new home builders down. When you're used to most of your real estate marketing being centered around new listings, it can be tough to keep the leads coming in with limited listings on the market.
But fear not, because I've laid out some tools you can use to keep marketing your brand so that when people are looking to sell again or for those that are still looking to buy now, you're the first name that comes to mind.
Use Ad Wizard to Post to Social Media
Even when you don't have any active listings, you can still market yourself and your website on social media. There's nothing wrong with a Facebook or Instagram ad that just features you and links prospects back to your website instead of features a listing. Even when inventory is low, plenty of buyers are still looking, and your website can still provide them with a lot of value, given that buyers must find and inquire about a new listing fast if they want to have any hope of getting it in today's market.
Suppose a customer comes to your Delta website and saves a search. In that case, they can be notified immediately via both email and push notification when a new listing that matches their search criteria comes on the market. That has always been useful, but with how fast listings are selling at the moment, having that kind of edge is more important than ever. Ad Wizard is a feature that can be found in DeltaNET® that allows you to create several different kinds of ads and post them to Facebook or Instagram. It includes simple branded ads to market yourself and get people coming to your website to save those searches or even just look around.
Set up "My Customer For Life"
The My Customer For Life (MCFL) system is another great feature of a Delta Media Group® website and CRM that can keep your customers engaged even when you don't have listings to show them. If you've read any of my articles before, then you know that the MCFL system is a common topic for me. What can I say? It works. We even have the data to back it up. Whether they're buying, selling or are happy right where they are, clients like these articles, and the open rates prove it. There's no better way to keep a customer engaged than sending them the information they actually want.
For those unfamiliar with the MCFL system, this system allows you to share informational articles related to buying, selling and homeownership via email, social media and your website. Even those past clients that are no longer in the market will find a lot of value in reading them. The best part is that, in addition to making them available to read on a page of your website, you can add your clients to a mailing list to have a few of these articles sent directly to their email each week. The system then keeps track of the articles they engage with so that it can send them more of those kinds of articles in the future. New articles are created in-house each week by our extremely talented content writers. Did I say they're talented? Well, they are.
If you'd rather create your own content, Delta websites also include a blogging platform. Like the MCFL system, these articles can be shared in ways beyond just your website. You can subscribe past clients to your blog, or they can subscribe themselves on your website so that they're notified every time you write a new article. You can also share these articles on social media or, even better, configure the Social Connector system in the DeltaNET® to post them to your Facebook, Instagram, Twitter and LinkedIn pages for you every time you write a new article.
Share Good Reviews
Next to listings, there's nothing that brings customers directly to you more effectively than good reviews. Not only can you store your customer reviews in the DeltaNET and display them on your website, but you can use the Email Campaign or Eblast system to solicit them from your past clients. You can even configure Social Connector to share them to your social media accounts automatically as they come in. This is a great way to market yourself and your website when there aren't a lot of listings, and like MCFL, it's almost entirely hands-off after a little configuration.
Make eCards and Flyers
Don't forget about ecards and flyers. Creative Studio, along with the legacy eCards & Flyers system found on the Marketing Center page, might be something that you're accustomed to using for sending out ecards for listings. However, there are numerous templates in both systems designed to help you market yourself too. Some are just branded marketing pieces, but there are a wide variety of designs for occasional greetings like holidays and birthdays as well. There are even designs meant to celebrate pet birthdays. Every time you send a "Happy Birthday," "Happy Easter" or "National Donut Day" ecard to a past client or prospect, it becomes that much more likely that you're the person they'll call when listings start coming back on the market.
This all goes to show that, even in times when there aren't many listings available, there are plenty of ways you can continue to market yourself. Real estate marketing isn't entirely about listings. Content related to homeownership and even things as simple as a holiday greeting card can help put your brand on top when the listings return and buying and selling ramps up again. It's coming, and your diligence will pay off when it does.
We talk about CRM's every single day in our business. The importance of using one, how to clean up contacts, the benefit of email marketing strategies. Having automations empowering your business with tools like our Social Media Connector for automated posts running to Facebook, LinkedIn, and Twitter can make your entire business life easier. What I wanted to share today is how to actually utilize that type of software in ways that will deliver even more tangible results.
One of my largest responsibilities at Delta Media Group® is conducting enterprise-level outbound sales prospecting to find partners to utilize our software. Many people don't know this, but I personally use the DeltaNETTM 6 CRM software in my business every single day, and I'm not a real estate agent. Taking the time to truly USE our product in ways that many of our clients would has been enlightening for me, as I have now discovered real-world applications on how any sales associate could use our platform to find new business opportunities. At the end of the day, real estate agents who make a career out of helping people complete the biggest transaction of their lives are ultimately still salespeople.
Before you can accurately use any CRM, you need to have data in it first. Ironically, I believe this is typically the biggest hurdle that you have to clear to use any CRM. So many real estate agents I've trained and worked with have lists and lists of data. Still, it's nearly unusable to them because of how outdated the information is or the sheer amount of duplicate contacts in their database. Bad data leads to a bad experience for everyone. When you start using any CRM, you need to decide how you would like to load contacts into the platform — uploading those contacts one by one or by uploading the database files and cleaning them up manually.
One of the most useful tools I've found which helped me get started using our CRM platform was DeltaNET's "Merge Contacts" and "Clean Up Customers" tools. It allowed me to have duplicate contacts in my database import quickly flagged, so I could decide which contacts I wanted to keep in the system and which contacts I needed to delete and start fresh with. Any CRM that has tools to help you get your database clean is going to be a necessity to accurately use it for outbound prospecting efforts.
We also have an incredible feature at Delta Media Group that helps make this process even easier for real estate agents. It's a dynamic AI-driven Newsletter tool called "My Customer For Life." This tool takes all the hassle out of an agent needing to manually segment and clean out their list of contacts by tracking the interests of the customers that are receiving an agent's automated newsletter. Here's an example of how it works.
Let's say that I'm a contact that exists inside the database of my agent Charles Copeland. Charles has his automated newsletter set up to run to ALL of his contacts on a bi-weekly basis. So the first time I receive the newsletter from Charles, it contains three articles of content. One buyer article, one seller article, and one home improvement article. If I'm someone curious about selling my home, I might click on that seller article. DeltaNET tracks that click. So two weeks later, when I get Charles' following newsletter, it will now show me two seller articles, along with the other categories of content. Suppose I click on a seller article two newsletters in a row. In that case, the DeltaNET now as- signs me a label of "potential seller," and the newsletters coming from Charles will predominately contain seller content as that is the type of content I was engaging with.
On the agent end of this experience, I have newsletters with great content running every two weeks. It helps segment and build my customer groups (like buyers, sellers, current homeowners) without ever lifting a finger. We're giving the clients content they care about and helping sort and filter ALL of an agent's contacts using this great tool. One last thought to share on My Customer For Life — the agent never needs to worry about adding new content to their newsletter, either. Our marketing team at Delta adds 12 fresh newsletter articles every month to the platform. To date, we have over 650 articles inside of our platform, and that number will only continue to grow!
So now we've got some contacts in our CRM. This is when you can start to get more tactical with your marketing and prospecting strategies. Any CRM worth using will have an "email blast" or "bulk email" feature that allows you to send bursts of emails to hundreds, or thousands, of customers at once.
Let me share an example of how I use this kind of tool in the DeltaNET, and how I've seen real estate agents directly use the same tactic to generate interest in finding new listing opportunities.
In my personal DeltaNET 6 CRM, I've imported thousands of real estate professionals' contacts that I have curated and built over the last six years. These contacts are sorted into groups like "Independent brokerage owners" or "Current Delta Media Group Clients." Something I do in my sales strategies is craft an email that can run to all of my prospects each month. It might be an email talking about a new promotion we're running, or a new product launch, or even the latest REMT magazine issue. I build a great-looking email and schedule it to run on a specific date and time (I've found Tuesday mornings have the best open and click-thru rate for me). I run an email blast to over 4,000 contacts on Tuesday morning, and then I wait.
Wednesday morning rolls around, and I can now go back into the DeltaNET and look at a history of all of the email blasts I've run through the system. If you open up the history of an email you previously sent, you're greeted by a prompt showing you the total number of emails sent, how many were opened, and how many were clicked on. Personally, I then take all of the customers who clicked on one of my emails and put them into a new group that I'll use for dedicated prospecting over the next week. I've essentially used an email blast to find out who is paying attention to my emails and who was interested enough to click on one. For anyone who clicked through my email...they're now on my cold call list!
Finally, let's connect the dots on how to use this in a real estate setting. Let's say you're looking for a way to pick up new listings. You can send an email blast to all of your active clients with information that might give you a clue if they're interested in listing their home anytime soon. Perhaps plug in something related to historically low mortgage rates. Or new communities that are being built/developed in markets you service. Once you have a solid topic, send that email blast to all of your clients and come back the next day to get a list of clients who opened or clicked on your email. It's building you a list of warm prospects that you can follow up with because you know they saw or interacted with your content!
If you'd like to find more great tips on using CRM tools in your business, please like us on Facebook and YouTube, where we regularly share these types of stories and strategies!
In case you missed the latest webinar from RETechnology and Delta Media Group: "What's Your Zillow Plan," we have provided the video recording above for you to check out.
Real estate agents have long looked warily at Zillow, a media company that aggregates data on more than 110 million American homes through its website. Since Zillow's launch in 2006, millions of home buyers and prospective sellers have diverted to begin their research on its website and app. Zillow's next move is even more disruptive: It has become a brokerage and is hiring real estate agents.
What can real estate agents do to prepare?
You can do what Zillow can't. This webinar takes a deep dive into actionable steps agents can take to Zillow-proof their business. In the process, you also will learn how to close more deals in 2021.
Marilyn Wilson (RETechnology) and Franklin Stoffer (Delta Media Group) walk you through, step-by-step, how Delta Media can help you beat Zillow – and other disruptors – in your local marketplace.
By watching this webinar recording, you'll get a chance to check out everything explained first-hand and try it free for 30 days. To learn more about the 30-day free trial, click here.
Interested in Zillow-proofing your business?
Click on the following link to download the handout referenced in the webinar: http://dmgre.us/cdf/muy22nh.
Harley Wolfarth walks you through how to set up My Customer for Life automated email campaigns in the DeltaNet during this week's episode of Tech Tuesday.
Email marketing is one of the most effective tools for building lead relationships.
In the weeks or months before leads move forward, the real estate agent that's been building a relationship with them has the greatest chance of winning their business. Email allows you to do it. With it, you can speak to ten or ten thousand people with the press of a button.
The question is: "Where's that button?"
What's in a list? Ideally, as many subscribers as possible! Your email list should be one of your most valuable marketing assets as a real estate agent, allowing you to stay in touch, share your expertise, build strong relationships with your subscribers, and generate leads. Almost everyone has an email address and most people check their email multiple times per day, which means that email is a direct line to your audience.
Whether you're building an email list from scratch or looking to extract more value from your existing list, there's plenty you can do right now to help your email marketing create customers for life. Take your email marketing to the next level, with our guide to building an engaged email list for real estate agents.
Set Targets for Email Marketing Goals
Before you can get busy building an engaged email list, it's well worth sitting down to lay out your goals. These can be long-term goals, like hitting certain subscriber number milestones and cultivating a Millennial audience, or short-term goals like increasing open rates on specific email types. Your goals are likely to evolve as your email list grows, and that's a good thing! Every milestone has meaning, and there's always more you can do to grow your list.
In today's digital world, a website is essential for your real estate business: No one will believe you're a "real business" if they can't find you online. But the value of digital marketing goes further: Done right, it energizes your real estate practice with a consistent flow of buyers and sellers ready to do business.
Many real estate agents start out unsure which digital marketing tools suit their needs. They may post on social media or write blog posts for a while, only to discover getting traction is more challenging than they hoped.
Consistency is key, and a marketing mix where several digital techniques work together is more effective than any one approach. To move forward, consider these seven tools that have paved the way to success for real estate agents like you:
Email marketing is, without a doubt, one of the biggest keys to success for real estate agents.
When you meet someone, they may not be ready to immediately use your services. They may be considering buying or selling a home, but need months before they'll take action. Often, that means your potential business slips away.
Email marketing allows you to foster trust and rapport with your future clients. You can use your subscription-only email list to provide people with targeted content about real estate topics and trends.
As the weeks and months roll by, this strengthens your brand as a recognized expert. That means you're top of mind and the first person they are likely to reach out to when they decide to move.
Consider the benefits:
Maintaining customer lists is not easy to do. Especially across systems and devices.
This is exactly why we are releasing Google Contact Sync today. With Google Contact Sync your customer database within the DeltaNet is automatically synchronized bi-directionaly with Google.