January 20, 2024 @armkeysuccess
“Everyday that goes by with your sign in their yard, they hate you just a little bit more. Sell it before they hate you.”– Brian Buffini
Every listing you acquire presents a chance to expand your business or risk losing it. Witnessing others entrust their property to your business is a powerful form of marketing. Listings act as cost-free billboards, attracting potential buyers and sellers. Seize the opportunity to boost lead generation while your "billboard" is on display!
Listing a home is just the beginning of the journey. To ensure success, realtors must follow a strategic post-listing plan. Here are the 10 crucial steps every realtor should take:
1.Shoot a Short Announcement Video:
Record a captivating video to announce the listing. Highlight key features and create anticipation.
Take out your phone or a selfie stick, record a captivating announcement about your new listing.
Provide property details, a brief home tour, and contact information for inquiries and showings.
The featured video showcases a professional touch, highlighting the benefits of hiring a crew. While this elevates the production value, a simple smartphone video works well too.
If you're on a budget, embrace the DIY approach – the key is showcasing your property effectively.
2. Share & Post Video Everywhere:
Distribute the video across all social media platforms, real estate websites, and email newsletters to maximize visibility.
Once you have your video ready, share it on your Facebook business page and personal profile.
Upload it to YouTube, titling it with the street address and your name for optimal search visibility.
Focus on the Big 3 platforms: Facebook, YouTube, and Twitter.
For a younger audience, create separate walk-through posts on Instagram stories and Snapchat.
Boost the video on your Facebook page with the Video Views goal to target engaged viewers who watched for more than 3 or 10 seconds. This strategic approach maximizes your video's reach and impact.
3. Reread & Revise the Listing Description:
Regularly review and refine the listing description to keep it fresh and appealing to potential buyers.
The property listing description often goes unnoticed by agents, yet it plays a crucial role in shaping the overall impression of a listing.
Dedicate some time to seek input from friends or peers, as their feedback can provide valuable insights.
4. Write a Blog Post for the Listing:
Craft a detailed blog post, offering insights into the property's unique features and its neighborhood. Share it on your website and social media.
If you own a website, crafting a blog post about the listing is an excellent way to capture early SEO benefits. For those without a website, create the post on Facebook as a 'note.' Facebook notes function as blog posts on the platform, offering quick loading times and the ability to link to your office's website within the post. Include the professionally shot photos and weave a compelling story about the property.
Remember, facts inform, but stories sell.
Craft a narrative that showcases the home's features and benefits, allowing buyers to visualize themselves in the space.
While your captivating listing description is useful, avoid copying it verbatim to avoid competing with major portal pages for SEO. Key elements to include in the blog post:
5. Host a Massive Open House:
Plan and execute a well-publicized open house event to attract a large pool of potential buyers.
Open houses hold a special place in my heart, as I firmly believe they remain a potent tool for generating business in today's real estate landscape.
Despite any contrary opinions, open houses still yield results. They offer a prime opportunity to connect with potential buyers who either haven't enlisted an agent yet or have one who directs them to open houses.
While many agents view open houses as a mere obligation to sellers, treating them as a 2-hour window for catching up on administrative tasks, I consider this a missed opportunity. Open houses can significantly impact your business.
I emphasize to agents that the primary objective of an open house isn't solely to sell that specific property; rather, it's about selling any home. In simpler terms, the aim is to encounter a buyer prepared, willing, and capable of purchasing a home within the next 30-90 days.
Understanding this new goal should influence how you interact with visitors at open houses. A slight shift in approach can make a significant difference.
An often underestimated benefit of open houses is the engagement with neighbors, especially the curious ones who attend every open house in the neighborhood and take note when agents skip them. If a nosy neighbor pays a visit, provide them with extra attention and aim to leave a lasting impression. Additionally, follow up with a sincere thank-you note for their visit.
6. Meet the Neighbors and Host 'Neighbors Only' Preview:
Foster a positive relationship with the community by meeting neighbors and hosting an exclusive preview for them.
If you're not taking the time or initiative to connect with your clients' neighbors, you might be missing out on one of the best reasons (and one of the few reasons, in my opinion) to knock on a homeowner's door.
Upon securing a listing, take the opportunity to introduce yourself with a friendly approach: "Hi there, I'm Kevin with X Company. I wanted to introduce myself as I've been hired to sell your neighbor John & Mary's home. You'll probably be seeing me around more, and I just wanted to give you a heads up. If there's anything I can do for you, don't hesitate to reach out. Here's my card."
When planning your open houses, extend an invitation to the neighbors for a special 'Neighbors Only Previewing Party,' complete with snacks and refreshments. Schedule this previewing 30 minutes before the official start of your open house.
By doing so, you create initial traffic inside before the open house begins, and as people attract more people, you tap into the "herd mentality" for effective marketing. Plus, you'll have valuable one-on-one face time with homeowners who drop by.
7. Send Out Just Listed Postcards:
Utilize traditional marketing by sending out eye-catching postcards to the local area, generating interest and inquiries.
The essential elements for an effective Just Listed Postcard:
8, Let Relevant Prospects Know:
Personally reach out to potential buyers who have shown interest in similar properties. Keep them informed about the new listing.
I refrain from spamming leads or local agents with property email blasts, as it often leads to marking emails as spam. However, it's crucial to inform relevant individuals who might be interested. For instance, if the property suits rental or renovation purposes, send a personalized email or text.
Utilize your CRM to identify leads with similar interests and inform them about the new listing. Even if they aren't interested in that specific house, initiating a conversation opens avenues for more in-depth searches tailored to their needs.
9. Contact Your Seller Weekly:
Maintain open communication with the seller. Provide weekly updates on marketing efforts, feedback from showings, and any adjustments to the strategy.
Regular communication with your seller, even in slow markets, can significantly strengthen your client relationship.
Despite potential limited updates, reaching out weekly provides assurance during the stressful process of selling a home.
During these calls, cover essential topics like showings feedback, ongoing marketing efforts, Zillow Listing Views, relevant listings under contract, newly listed properties, and updated closed sale amounts. Keeping them informed fosters trust and demonstrates your commitment to their property's success.
Following these 9 steps ensures a comprehensive and proactive approach to marketing a listed property. By leveraging both traditional and digital channels, realtors can maximize exposure and increase the chances of a successful sale.