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Real Estate Client Referrals Uses Social Media, Too!

RECR has always tried to stay on the cutting edge of lead generation. And, one avenue that has come about recently is the advent of social media and the power that it can give real estate agents in lead generation. It only makes sense that we have a presence there considering how many are tapping into that power.

And, the fascinating thing about it is the reasoning behind why it is so popular. This is one of the best examples I have ever found as to why social media exists, why it works, and why so many are turning towards it to help build their businesses!!

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A day in the life of the internet…
Created by Online Education

I wrote a featured post recently about choosing your words carefully when it comes to an agent’s tag line and how to make that better. As I was writing that post, I kept thinking to myself…..Well, what about all of these listing ads??  Why not write about them as well??

I see examples all the time of bad MLS photos. But, what is more prevelant to me is the incredible lack of decent COPY in these same listing ads.

See…One of the more routine activities of a Realtor’s job is to write copy for the ads that are used to support your listings.  Whether those be online, print, brochures, or flyers, the goal of these ads is create a positive explanation of the property that will increase the flow of traffic to that ad from interested buyers.  And, lets face it….that is the ultimate goal in this form of advertising.

However, it is fairly easy to fall into the grey area and start to make statements that aren’t necessarily true…perhaps even blatently false…and even worse, bordering on discriminatory.

Now, I know that no one actually intends to write copy that is discriminatory.  But, the fact of the matter is that some of the text used can be just that depending upon who is reading the ad.

Here are some of the reminders that I have compiled both from some of the listings I have seen and a list that I found in BrokerAgentPro:

1. Describe The Features Of The Property Remember to stick to the facts about the property.  Obviously, you can embellish a bit to make the language more fun, but don’t blow it out of proportion.  Also, don’t profile your potential buyer by focusing the ad on one specific style of buyer.  We all have some idea of what type of buyer will suit the need for the property, but isn’t every financially qualified person a potential buyer? Here are some examples of what you should say:

• Condo with exercise center and pool
• Historic home with wrap-around porch
• Qualified Senior Housing
• Located On Cul-De-Sac
• Bring your Hammer and lots of ideas!
• Extensive Remodeling including windows, new floors
• Bright and Sunny living room
• Comfortable and Spacious
• Designer colors!

Avoid phrases that focus on the buyer.  Also, consider subtle little things that might be interpreted wrong by a potential buyer:

• Empty Nester’s Paradise (Are kids welcome??)
• Great family neighborhood (Will singles be allowed??)
• Hispanic Community (Uhhhh…Do I need to elaborate??)
• Near Indian grocery (Is this the Indian part of town??)
• Perfect for a single guy (Is it not safe for a single female????)
• Bring your kids! (Uhhh….Sorry, but I dont have any….)
• Totally remodeled (Really???  EVERYTHING was redone????)
• New heat and AC (The entire system or just the unit itself???)
• New carpet! (Well, it was new last year…)
• Wonderful neighbors (Rock bands are fun neighbors!)
• Kept in perfect condition (Oh yeah??  Is that what the inspection report will tell me???)
• All new appliances (Does that include the water heater and the furnace?)

2. One thing that agents like to do in the ad copy is make descriptions of the neighborhood that the listing is located.  This is all well and good and adds a sense of the community, as well as the home itself.  Some good examples are:

• Gated neighborhood
• On golf course
• Horses allowed
• Tree-lined street
• Secluded off-street location
• Close to Shopping

Now, remember…its perfectly OK to talk about the neighborhood.  But, it is NOT OK to talk about the neighbors! Don’t use language that establishes a preference to the type of person that will fit with the local flavor.  Phrases to avoid:

• Exclusive area (Really….excluding whom???)
• Elite neighborhood (Who qualifies for this???)
• Country Club location (Are non-members allowed to buy there??)
• Surrounded by young families (So…elderly need not apply.)
• Mature area (So, you young people…you go somewhere else.)

3. Whatever you do, do not offer up assurances about what CAN be done with the property.  Not only can adding onto the existing home be more difficult that you anticipate, but the buyer could take your statement at face value and then be very disgruntled later on.  Between permits, easements, building codes, and neighborhood opposition…who knows. Anything could stop them from being able to do what YOU said could be done.  So, avoid things like:

• Un-obstructed view of the lake (From now til when???)
• Perfect for a bed and breakfast
• Add a second story and see all of downtown
• Ready for a new master bathroom
• Plenty of room for a pool (Of course, we have to move your sewer line and the underground gas line and the……)

4. Lastly, in the attempt to remain perfectly accurate, dont use brand names in generic ways…

• Jacuzzi tub (Umm, its says Whirlyride on the drain…)
• JennAire grill (Umm, the lid says Coleman…)

When it comes to marketing a home, the goal of the ad copy is to describe the features of the home and to attract quality buyers.  It is increasingly important to use accurate language.  But, more than that, it is vitally important that you do not violate anything within the COE or the Fair Housing laws. NEVER refer to the sex, racial origin, family status, or age of ANY potential buyers or current residents of a particular area.  And remember, if you direct your advertising to target a specific type of buyer, you are discriminating against other buyers that may be just as capable perhaps even more capable of buying the same property. And even more importantly, if you submit an offer from a potential buyer, and the offer is rejected, the buyer could feel that the rejection is a result of some form of bias against them based on the descriptions put in the ad.

One of the best lines that I was able to find when it came to writing ad copy — “Ignore the ambiguous meanings…Remember that YOUR REPUTATION IS AT STAKE!”

If you would like more information on Real Estate Client Referrals, please contact Clint at 800-977-7058. Or, fan us on Facebook! Or, follow Clint on Twitter!

With the real estate industry evolving at the rate that it is, many agents have adapted to include the ability to be as mobile as possible.  Gone are the days of meeting at the office or heading back to the office in order to get anything done. In fact, a good number of agents don’t even have an office. Their office has 4 doors, not just one…and it sports 4 wheels and bucket seats.

There is a mindset that needs to be adapted in order to effectively go mobile. You have to be really self-motivated. And, you have to realize that when you leave your house, you are working. You must also be able to be in contact at all times. And, you must be able to access anything you need at any given point in time. With that in mind, there are several things that one must possess in order to master the art of mobility:

1.    A good smart-phone – Don’t be cheap! Get a good smart phone…an Iphone or a Blackberry. And make sure you have a good data plan (I prefer the unlimited versions). More important than that, make sure you take the time to learn how to use it and put the tools available to you to your best advantage! There is no point in having it if you aren’t going to take the time to learn to use it.
2.    A good laptop – This pretty much goes without saying, but…when you get a computer, get something that seems to be WAY more than what you will actually need. That way, you won’t have to get a new one in a year because the cheap P.O.S. you bought isn’t big or fast enough. Get the super-gigantic hard drive. Spend the extra money for a hefty RAM upgrade. Also, invest in an external hard drive for back-up. Laptops are not that rugged…and are prone to injury.  They are also prone to be lifted by unscrupulous individuals, if given the chance. Losing all your data will suck far more than losing the laptop.
3.    A flip camera (or digital video camera) – These will automatically make themselves a useful tool the first time you have to preview a home or make an online tour of a new listing. I would recommend you get both a video camera…and a still frame digital camera. Both have distinct advantages depending on the need.

4.    Docusign – Or, some form of reliable electronic document signing and processing software. (If you don’t know what Docusign is, hit up @Docusign on twitter. Tell her @TheRealClint sent you.) This is an absolute requirement. This way, you can sign offers, amendments, contracts, etc, right on the computer and then email them wherever needed. This way, you don’t have to worry about printing documents, having to get the required signatures, making copies, etc. From a time management standpoint, this ability to eliminate these types of useless delays is a major advantage.
5.    GPS – Clients can tend to be a bit uppity when you miss appointments because you got lost on the way there. And, nothing is more embarrassing then having them sitting in your car and not knowing how to get to the next home they want to view.  Besides, you’re not a taxi. This isn’t a pleasure cruise. Get them where they want to be and do so in the quickest, safest way possible. Again, avoiding useless delays will be rewarded.
6.    MiFi or USB mobile broadband card – Again, don’t be a cheapskate here…get the mifi if it is available in your area. You will not be sad that you did. If not, make sure you have some form of broadband air card. You will need access to the internet on a screen larger than 2in X 3in at some point in your mobile career…and having one of these will make it much easier than trying to pirate wifi signals in hotel parking lots or having to find a Starbuck’s.
7.    A portable printer – Yes, a printer. That way, you can immediately print copies of documents and provide them to all parties in an extremely timely and efficient manner. Your clients will appreciate the added touch.

Remember, this isn’t just about mobility. This is about professionalism as well. Your reputation is on the line here. And, since you aren’t in an office, you had better be as good as possible because there isn’t any coffee pot to direct them to or free cookies to have them munch on while you get your proverbial “poop in a group”. Don’t attempt to go totally mobile unless you plan on NOT falling victim to inadequate equipment and preventable delays. Both of which will cost you in the long run. If you are going to be mobile, you have to be able to handle any situation at that moment (as much as possible, anyway). And, these little technological marvels will make your life MUCH easier along the way.

If you would like more information on Real Estate Client Referrals and how we can help you get more clients, please contact Clint at 800-977-7058. Or, hit our fanpage on Facebook!

I have been in some form of sales since I was 10 years old working in my mom’s craft store selling yarn and bobbins to her quilting and knitting friends. And, since that time, I have always tried to establish myself as a leader in any sales position that I have held…and I also have noticed that there are some really good sales people out there.

The kicker is…a good portion of those people aren’t good at sales. What they are good at is avoiding the things that cause sales people to falter.

Now, before we get into this…lets establish a quick and simple truth: Knowing what NOT to do is just as important when talking about sales as knowing what TO do. Make sense?

Knowing that, here is a quick “Top 10” of mistakes I have seen sales people make that are guaranteed to derail the very efforts that are being put forth by a salesperson.

1. They refuse to learn. — I have seen more than one ‘newb’ burst onto the scene and run huge numbers in a very short period of time…and then just disappear into obscurity. Why is that? It is because they refused to continue to learn. It is vital to be a student of your game. Make sure you are continually learning about your product/service/industry. Read the new books that come out. Go to the seminars that are being held about your industry. Listen to audio, watch video, read blogs (like mine! hint hint) about sales and how to be better at what you do for a living. Reinvigorate yourself.

Did you know that Tiger Woods spends $1 million a year for a swing coach? He is constantly looking to be better at what he does…

2. They stay generalized. — “Narrowcasting” is the specialization into a specific segment or part of the market. Staying generalized eliminates the ability to be considered an expert in any one specific area. Think about that for a second….Medical specialists get paid more than medical generalists. A specialist has narrowed his/her field of vision to ensure success in mastering that specific part of the market or product. They become known as specialists and people recognize that and come to them when they need that expertise.

3. They dont position themselves properly. — The way people position themselves is the primary determining factor in how they are seen by prospects and clients. People pay attention to people they THINK are in a position of importance. Blogging, engagement and interaction with prospects and others via social media are all ways to help position yourself accordingly. The best way to sell is not to position yourself as a salesperson…but to position yourself as an expert in your field. And, one of the best ways to do that is to offer up information and assistance to those that are in need. (A Realtor might do a class on being a first time home buyer, for example. A guy that sells referrals to Realtors might write a bunch of blogs that help the agents do their jobs better…) The goal of these sessions isn’t to sell anything, but to establish yourself as an expert in the field so that, as the need arises, those seeking your service automatically think of asking you.

4. They dont prospect. — This is HUGE! The largest cause of failure in a sales position is having a lack of potential customers. You should always have multiple streams of inbound leads to work. You should never be out of people to pitch to even if that means you spend more money to get them. Take advantage of the technology that exists and use it to your advantage. Don’t have anyone to pitch? Start thinking about a new career.

5. They pitch the wrong people. — You cant get rich selling to the wrong people. You had better be in front of people that can make a decision, have a need for your services, and are willing to listen to you. If anyone you are pitching your services to doesn’t meet that criteria, you are spinning your wheels. Remember, not everyone is a good prospect. Spend the time required to find good prospects and work with them rather than trying to peddle your wares to those that don’t need them, can’t decide if the need is there, or are not willing to listen to you.

6. They listen to their peers. — Listening to your peers usually means you get an earful of negative input. “This isn’t the way that you sell houses.” “Blogging doesn’t bring any clients.” “Social media is a huge waste of time.” Yeah…You’ve heard that before, right? And, it goes on and on and on and on…ad infinitum.

Instead, listen to positive, upbeat stuff that makes you feel good and allows you to think clearly. For me, thats music. Some use motivational speech, etc. And remember…most of your peers suck at their job.

7. They don’t understand economics. — Would you sell something you bought for $1.50 for $1?? Painfully obvious, right? Yet, that is what a good portion of sales people do because they don’t understand the ‘back-end’ costs that should be added into the equation. For example, if you spend $750 marketing a home, $300 in gas showing a home, $200 in food wining and dining clients, and then only make $1000 on the sale of a home…what have you gained?? Here is a quick lesson in Economics 101 — If you are losing money on your deals, you can NEVER make that up regardless of how many deals you complete.

8. They spend money before they make it. — I had a sales manager who said to me, “Clint…a sale is never done until you are eating the steak that you paid for with the money you got when your commission check cleared the bank.” Why think this way??? Look at all the things that can happen that can derail a sale in today’s market…if you are out buying a new TV on credit because you have a closing happening on Tuesday, you are going to lose your butt in this business. Just because you have a signed contract doesn’t mean you are going to get paid anytime soon.

9. The fail to ask questions. — More importantly, they fail to ask the RIGHT questions. And, when they do ask them, they fail to actually listen to the answers given. A prospect will always tell you what it is that they need to hear come out of your mouth. Asking the right questions based on their feedback will, more often than not, lead to a sale for you. You have two ears and only one mouth. Use them accordingly.

10. They are hindered digitally. — “Hindered”, in this instance, means they are either digitally compulsive or digitally impaired. Both are a hindrance. You can be so addicted to the technology available (Internet, sales force automation, blackberries, iphones, etc) that they are completely paralyzed when it is not available. Or, the mere thought of being surrounded by that much technology has them so scared, they refuse to adapt to any of it. Both are career-killing impairments. In truth, it is those that have the ability to take on the technology without losing the human aspect of their jobs that will be the ultimate winners. Find your happy medium.

Sales people are a curious breed. “Experts” rarely have the open-mindedness required to accept criticism and adapt to make themselves more successful. Yet, it is exactly that which will set you up for a stellar sales career. Pay attention to the pitfalls that you can fall into that will slow your momentum and focus on those things that will increase it. Do this, and you will be just fine regardless of the market.

Fan us on Facebook! And, follow Clint on Twitter! And, if you would like more information on how Real Estate Client Referrals can help you increase your bottom line, please contact Clint at 800-977-7058.