Marketing Tips

Sellers Want the Spotlight: Marketing Strategies for Top Listing Agents

What sets you apart from other listing agents? In today’s competitive real estate market, sellers expect more than just the status quo. They’re looking for innovative strategies that give their homes a competitive edge. Marketing a home involves more than just syndicating through the MLS. So, how are you stepping-up your sellers’ experience and ensuring their property stands out?

Consider Brad McCallum, who’s created a distinctive “seller stage” through his YouTube channel. His property tours aren’t just videos—they’re like HGTV episodes that captivate viewers and attract thousands of potential buyers. Sellers see this and think, “That’s the kind of exposure I want for my home.”

But you don’t have to be a video extraordinaire to create your own stage. The challenge is to find what works best for you in your market. Maybe it’s a well-curated email list full of potential buyers, a locally-concentrated social media following, or an event strategy that drives major buzz and press. The key is to think beyond the conventional methods and build a platform (i.e., a “stage”) that highlights your listings in a way that resonates with today’s sellers.

 The possibilities are endless, but the goal is the same: to offer something more, something memorable that makes sellers confident in your ability to market their home.

So, what’s your seller stage? How are you setting the scene to ensure your listings get the attention they deserve? The real estate market is evolving, and the agents who thrive will be those who continually innovate and captivate their clients.

Your Personal Narrator: Introducing ElevenLabs' "Reader" App

This app by ElevenLabs, called “Reader,” is absolutely next-level!

ElevenLabs leads the AI space in voice synthesis. You can upload your own voice sample and it’ll clone you with uncanny accuracy! Alternatively, you can use one of their many library voices. Imagine iconic superstars like Burt Reynolds or Judy Garland reading the article to you.

A few other noteworthy features:

  1. The app has a lock-screen setting, so it’ll read in the background while your phone is locked, preventing accidental button presses.

  2. You can skip forward and backward 15 seconds, like a podcast.

  3. It can read more than just article URLs—you can load PDFs or eBooks too.

This app will be particularly valuable for users who prefer auditory learning or who find themselves frequently on the move.

Catch Buyers' Eyes with Weekly Real Estate Deals

You may have heard about Sharran Srivatsaa’s “Deal of the Week” campaign. If not, it’s pretty straightforward: a weekly group message highlighting a prime real estate investment opportunity, sent to a list of recipients.

This savvy campaign can spark interest and motivate potential buyers—plus it showcases your eye for an opportunity. But that’s not all; it’s also versatile. With more price reductions and rising days on the market, consider a “Deal of the Week” variation: the “Drop of the Week.” In this adaptation, you’ll highlight the most impactful price drop of the week.

Creating Share-Worthy Content: The Key to Instagram "Sends"

On Instagram, the ultimate measure of a post's success is no longer just likes or comments, but "sends." This crucial metric refers to how often users share a post via the paper airplane icon, primarily through direct messages (DMs).

Why are "sends" so vital? Instagram's data shows that user engagement through DMs is significantly higher than through feed posts. This makes DMs a powerful tool for increasing your content's reach and impact. Unlike TikTok, where messaging isn't as central, Instagram users actively use DMs to connect and share content.

When you post on Instagram, the platform tests your content with a small audience. If it performs well, it reaches larger groups of users. The key factor Instagram looks for during this process is how frequently your post is shared via DMs.

So, when you are creating your content for Instagram, think about how likely it is to be shared through DMs. Focus on making your posts engaging, relatable, and share-worthy to maximize their reach and impact.

Short-Term Savings, Long-Term Loss: How Cutting Marketing Affects Sales

Feeling frustrated because your listings are taking too long to sell? It’s understandable to feel the urge to cut back on marketing efforts to save money, but DON'T! While it might seem like a smart move to neglect social media, ditch professional videos, or trim your ad budget for short-term savings, this strategy won’t sell houses.

Every seller demands and deserves world-class marketing, and cutting corners can have serious consequences. In today’s competitive real estate market, if a listing isn't given a robust launch, it lingers on the market. When a listing lingers, it not only becomes less attractive to potential buyers, but it can also result in price reductions and longer sale times, causing frustration and financial loss for the seller.

So, rather than cutting back, invest in comprehensive marketing from the start. Doing so will give your listings the best chance to sell quickly and at their full value.

Social Media vs. Search: Generational Shifts in Online Discovery

Has social media surpassed Google for online searches, particularly those with business intent? The answer varies by age, but the bigger factor is understanding how customers are most likely to discover your product or service.

According to a recent Forbes study, there’s a notable preference for social media searches over Google among younger generations:

  • Gen Z: 46%

  • Millennials: 35%

  • Gen X: 18%

  • Boomers: 7%

If you dig into the nuances of the study, you’ll see that the uptick in social searches is particularly strong for topics like gift ideas, interior design, fashion, and cars. In other words, searches that may have more to do with exploring possibilities versus seeking something specific. So, while age is a factor, it really all boils down to intent. As a sidebar, Pinterest should have excelled in these areas but (IMO) missed the mark, probably due primarily to their lack of emphasis on video. But anyways...

The key takeaway is that while age is a factor, the real focus should be on the intent behind the search and how customers logically discover your product or service.

Timing and Pricing: Key Strategies for Selling Properties Quickly

What’s your take? How are you approaching and advising your sellers on pricing in today’s market?

The way I see it, a property is never more valuable to a buyer than on the day it’s listed—spurred by the buyer’s instinct to act quickly for fear of losing out to someone else. However, as days turn into weeks, the urgency fades—and, consequently, so does the property's perceived value.

What’s more, a property attracts the most attention on the day it's listed because popular search platforms prioritize new listings. As the listing ages, however, both visibility and buyer interest inevitably decline.

From Problem to Solution: Integrating "Demand Generation" into Your Marketing Strategy

Ever heard of "Demand Generation"? It’s a vital part of your marketing strategy, designed to ignite interest in your services. Essentially, it’s about persuading people to want to hire you. Think of it as marketing “Inception”: it naturally leads customers to conclude that hiring you is their best decision.

The trouble is, though, that many businesses and marketers fall into the trap of laziness and impatience. Just consider the overused CTA: "For all your real estate needs..." Not only does this vague directive burden the customer with figuring out what those needs could be, but it also does nothing to stir up actual desire.

Demand generation isn’t just about telling customers what to do; it’s about compelling them to act on their existing desires

Refer to this framework as a practical, fill-in-the-blank tool to clearly articulate your value proposition and effectively generate demand for your services.

  1. Problem: The challenges your customer faces.

  2. Proposition: How your services solve or mitigate these challenges.

  3. Payoff: What your customer achieves—envision their success.

Elevating Transactions into Relationships: The True Value of a Real Estate Broker

Every sale has a story—and you play a crucial role in that story. So, a question for you: Are you positioning yourself as merely a “transactional” broker or a “relational” one? Don’t overlook how much your work matters. When you make the process overly transactional, you undermine your true value. Remember, it’s more than just closing sales—it’s about guiding people through one of the biggest and most emotional decisions of their lives. This is where they'll raise their families, create memories, and build their lives. Both buyers and sellers are navigating significant emotions, and they need you to be the steady force that helps them move forward. That’s what sets you apart.

Unlocking the Buyer's Journey: Exploring the Value Proposition of Buyer's Agents

I've been referencing a recent study by 1000watt in several of my posts lately, outlining the various aspects of a buyer's agent's value. It's more complex than you might think—more than scheduling property showings or negotiating for a better price, for instance. According to the report, buyers are looking for experts who can help them navigate the market and make the best choices possible.

So, when Roland Osage tours properties like these, any buyer watching can easily imagine what it’d be like to have him guiding them, helping them explore their options as they search for their ideal home.

By implementing this technique of understanding and effectively communicating your value proposition as a buyer's agent through storytelling, you will not only differentiate yourself in the market but also build lasting relationships with clients that stand the test of time.

Buyer's Agents: Key Preferences of Homebuyers in Today's Real Estate Market

In the wake of recent lawsuits, settlements, and new regulations, how clear is the value of a buyer’s agent today? You might find it interesting that new research from @1000watt_agency offers a unique perspective on how buyers view buyer’s agents — there’s more to it than you might assume.

This study unearthed invaluable insights from homebuyers, highlighting the most cherished service offered by buyer's agents. Surprisingly, this service, which surpassed access to unlisted properties or negotiating a lower purchase price by a striking 2 to 1 margin, was the ability to conduct thorough due diligence on properties.

These findings underscore the indispensable role that buyer's agents play in today's real estate environment. Beyond mere transactional facilitation, agents serve as trusted advisors, guiding clients through the complexities of property acquisition with expertise and precision.

As we reflect on these insights, it becomes evident that the value of a buyer's agent transcends the transactional realm. In an era of abundant yet nuanced information, buyers crave guidance, advocacy, and assurance. And within this dynamic environment, buyer's agents emerge not just as facilitators, but as indispensable allies, steering clients towards informed decisions and successful outcomes.

9 Secret Powers of ChatGPT – Beyond Text

Real estate agents are constantly seeking tools to streamline their workflows and enhance client experiences. Among the innovative solutions available, ChatGPT, a powerful language model developed by OpenAI, stands out for its multifaceted capabilities. While ChatGPT's primary function is natural language processing and conversation, its diverse skill set extends far beyond just words. Let's explore how ChatGPT can revolutionize the way real estate agents operate.

1. Generate QR codes for links or tasks:

Real estate agents require efficient tools to manage tasks and establish branding in a competitive market. ChatGPT effortlessly generates QR codes for links or tasks, simplifying sharing and enhancing brand identity.

2. Design logos or icons for branding:

In a visually-driven industry like real estate, branding is essential. ChatGPT can aid agents by designing logos or icons for branding, helping them establish a distinctive identity amidst competition.

3. Produce images or illustrations:

ChatGPT produces high-quality images or illustrations, enhancing listing presentations and captivating potential buyers effectively.

4. Encode or transcribe videos:

Engaging video content is crucial for showcasing properties. ChatGPT encodes or transcribes videos, making them more accessible and engaging for clients, thereby enhancing marketing efforts.

5. Synthesize processes into diagrams:

Real estate transactions involve intricate processes. ChatGPT simplifies these by synthesizing processes into diagrams, facilitating clearer understanding and smoother workflow management.

6. Output or troubleshoot spreadsheets:

Efficient data management is key in this industry. ChatGPT offers assistance in outputting or troubleshooting spreadsheets, ensuring accurate and streamlined data handling for agents.

7. Develop code and web scripts:

ChatGPT streamlines development tasks by aiding in code and web script development, enabling agents to leverage technology effectively.

8. Visualize data in charts and graphs:

Data visualization is essential for making informed decisions. ChatGPT assists in visualizing data through charts and graphs, enabling agents to gain insights and communicate effectively.

9. Export text into formatted documents:

Managing documents such as contracts and agreements is made easier with ChatGPT. It assists in exporting text into formatted documents, ensuring professional and efficient communication with clients.

The bottom line

ChatGPT offers you a versatile toolkit, transforming workflows, and enhancing client experiences in today's real estate market. By leveraging its capabilities, you can streamline tasks, boost productivity, and stay competitive in the industry.

Harnessing Curiosity: A Path to Professional Excellence

Curiosity didn’t kill the cat—it made it a better hunter. The same principle applies to professionals in any field. Consider the leaders or teachers you admire—they’re always learning, always curious. They recognize that in a rapidly evolving industry like real estate, waiting for knowledge to come to you isn't enough. You have to actively chase after it.

By proactively seeking learning opportunities, connecting with industry peers, and embracing technological advancements, you can stay ahead of the curve and maintain a competitive edge. Curiosity isn't just a trait—it's a driving force behind growth and innovation.

Maximizing Opportunities: 3 Key Moments to Market Your Listings and Attract More

How well are you leveraging your current listings to position yourself for future opportunities? Many agents claim, “There's such low inventory and homes sell so fast, there's no time to market them.” That's a misguided approach! My philosophy is simple: When the market speeds up, your marketing should too.

Why not “live off your listings”? Use each one to its fullest potential—not only to showcase your skills but also to maximize your seller’s benefits. More marketing means more exposure, helping your sellers achieve better outcomes. This, in turn, positions you to win the next listing, and the next, and the one after that. Don’t squander what you’ve got!

Here are three video ideas that capture the “marketable moments” of your listings:

1. Post a Could-Be Coming Soon Instagram Story like @krysbenyamein.

Krys knows how to create excitement and urgency around his listings. By teasing potential buyers with a "Could-Be Coming Soon" Instagram Story, he taps into their fear of missing out. Mentioning the quick turnover of homes in the area adds a sense of exclusivity, while inviting viewers to join a VIP List makes them feel special and valued.

2. Post a Sale-Sign Celebration Instagram Reel like @The.Mangin.Team.

Shannon from The Mangin Team knows how to celebrate a successful sale in style. Her energetic and enthusiastic sale-sign installation reels not only showcase her personality but also serve as powerful social proof. Seeing her clients celebrate with her builds trust and reinforces her reputation as a trusted name in real estate.

3. Post a How We Did It! Instagram Reel like @TheBarrettTeam.

Faith Barrett and her team understand the power of showcasing success. Their "How We Did It!" Instagram reels provide valuable insights into their sales process while highlighting their impressive results. By setting a benchmark with their successful sales, they inspire future sellers to expect nothing less than top-tier results from their listing agents.

By incorporating these key moments into your marketing strategy, you can elevate your real estate game, attract more buyers, and conquer your market with confidence. Don’t make your marketing a mystery; show sellers how you can serve!

Standing Out in a Competitive Marketplace: What Sets You Apart

In today's competitive real estate market, standing out is essential. Consider these three points from Tom Ferry to define your unique value proposition:

  1. I’m the FIRST in {location} to___: Showcase your innovation and leadership by pioneering new strategies or technologies in your area.

  2. I’m the ONLY ___ in {location} to ___: Highlight your exclusivity by offering specialized services tailored to specific demographics, neighborhoods, or property types.

  3. I’m the MOST ___ in {location}: Demonstrate your expertise and credibility as the leading agent in your area, emphasizing your experience, successful track record, and in-depth market knowledge.

By filling in the blanks above, you can identify your strengths and effectively differentiate yourself in the competitive marketplace.

The Power of Buyer Agent “Mic Drop Moments” That Seal the Deal

Ever wondered what makes some buyers say, "This is the agent we need!"?

It's not about unlocking doors; it's about unlocking the insights that transform your clients' decision-making process. Buying a home is a monumental step for them, and it requires more than just a transactional relationship. It’s about forging a partnership where you, as a true knowledge-broker, bring unparalleled value to the table.

So, what's your buyer-agent factoid? That golden nugget of market wisdom that truly makes all the difference.

Here are a few ideas to get you started:

  1. Local Zoning Changes: How upcoming changes could impact home values or future developments.

  2. Housing Style Trends: Insights into what's coming in or going out and why it matters.

  3. Market Shifts: Predictions on market dynamics and how they could influence investment timing.

These aren't just facts; they're conversation starters, perspective shifters, and, most importantly, trust builders. The right factoid at the right time can elevate you from a simple facilitator to an indispensable advisor in the eyes of your clients.

Strategic Visibility: Adapting Your Content for Social Media's Search-Driven Future

Navigating the changing landscape of social media means adapting how your content gets found. With platforms like TikTok pushing forward with features like search widgets, it's clear: being searchable is as crucial as being shareable.

HERE’S HOW TO STAY AHEAD:

  • Integrate keywords relevant to your business and its location in your captions, transcripts, and bio.

  • Focus on crafting content that speaks directly to your target audience. This ensures algorithms understand who will find your posts most valuable.

By honing your content to align with what your ideal customers are searching for, you're not just casting a wide net—you're ensuring that the algorithms work in your favor, guiding your posts to those who will find them most relevant and engaging.

Crafting CTAs: Meeting Customers Where They Are

When crafting calls-to-action (CTAs), the instinct might be to prioritize what we, as business owners or marketers, want from our audience. However, this approach overlooks the fundamental principle of effective marketing: meeting customers where they are.

The most impactful CTAs are those that resonate with the customer's existing desires and needs. So consider the following:

  1. Interest-Alignment: Match your CTA with what your audience genuinely cares about. It's about tapping into their actual interests, needs, fears, and/or motivations.

  2. Next-Steps: Aim for the immediate next action, not the grand finale, per se. In other words, think first downs, not just touchdowns.

  3. Future-Pacing: Highlight the immediate benefit and/or hint at the long-term payoff. Show them the value today and tomorrow.

The logic’s pretty straightforward: Guide customers towards actions they're already inclined to take, making the decision to act feel natural and self-motivated.

Harnessing Momentum: Transforming Opportunities into Real Estate Wins

As the real estate market responds to the latest rate decreases, this January ushers in more than just a new year; it brings a strategic window of opportunity. Your actions now could define your success in the coming months.

This isn't just a fleeting opportunity; it's a tactical advantage.

Imagine the impact on your business if you lean into this moment – reaching out, connecting, and marketing with everything you've got. Consider the potential: an extra handful of deals closed in this first quarter.

The key isn't just hard work; it's smart, focused action. Now’s the time to harness this momentum. Don't just witness the change, leverage it! Your next few deals are waiting for you, and they're closer than you think.