March is Marketing and Branding Month here at Inman. As we enter spring selling season, let’s explore which tried-and-true tactics and cutting-edge innovations are getting deals done in today’s market. We’ll also recognize the industry’s marketing and branding leaders with Inman’s Marketing All-Star Awards.
Listings are the name of the game in real estate, but your ability to turn one listing into multiple transactions is what helps good agents become great agents. This article shares a 10-step process that helps you compound your results from one piece of business to many.
1. Help sellers on the buying side
Sometimes the fundamentals are where many agents drop the ball. If you are selling a home for someone, they are likely going to purchase another home in either your local market or the city where they are relocating. If they are staying in your city, provide them with information about how you can help them on the buying side as well.
If they are relocating to another area, one of the first questions you should ask is if they have an agent helping them find a home in that area. Sharing with them how you can be a resource to help them find a great agent in their new location creates referral opportunities. A script for this conversation might sound like this:
If you have not selected an agent to help you in [the city they are relocating to], I have a process of evaluating agents that will ensure we find the most professional agent possible who can help you find the perfect next home. Would you like for me to get you a few options?
Don’t miss out on the basics of helping with their most likely next move.
2. Coming soon listing content
The time before taking a listing live on the MLS provides a window of opportunity to uncover new buyer prospects for your business. You must start by knowing what is allowed and not allowed by your local MLS, but maximizing this time to market your listing can benefit your seller and your business.
Green screen videos on Instagram, with a map showing an area where the new listing is located using the following example script, are effective:
We are about to bring a new listing to the market in this area [pointing to the map behind you on the green screen]. I can’t give you all the details about the home until we take it live on the MLS, but this is a four-bedroom home with a spacious backyard in this desirable area. If you or someone you know would like to be one of the first to know the details about this home once we take it live on the MLS, DM me, and I will make sure you, or your friend that might be interested, receive the details as soon as possible.
3. Neighbors Know First campaign
Neighbors of your listing are a great source for potential buyers, but they also represent potential future listings. I’ve utilized a program I call the Neighbors Know First campaign to reach out to the owners in the neighborhood with information that helps build new relationships with homeowners.
This program can be utilized via direct mail, door knocking or phone calls. I’ve found the more personal the interaction, the better the results. This is an example script for phone calls or interactions via door knocking:
This is [your name] with [your company]. We just listed your neighbor’s home at (address) for sale. We are in the process of getting photos and preparing to take the listing live next week. I am reaching out because we like to let the neighbors know first about homes coming to market in their neighborhood, in case you know of someone who might be interested or if you have someone who you would love to be your new neighbor.
No matter what they say, we like to end the call with:
I’ll keep you up to speed as we go through the process of getting this home sold since this sale will affect the value of your home. Feel free to call me with any questions through the process, and I’ll be in touch again soon.
4. Your marketing is your resume
Homeowners who are considering selling are watching. They are looking to see if the way you market your current listing is professional. They notice if you market a home like every other agent or if you go above and beyond. Realize the way you market this listing is your resume and your application to list their home.
With that in mind, all listings should have professional photography and, when possible, videography. Not only is it the best way to serve your client at the highest level possible, but it is a representation of you and your business. When you spend the extra money on high-quality marketing for your existing listing, you are setting the stage for your next listing opportunity.
5. Social media marketable moments
Since we know prospects are watching, take advantage of every marketable moment throughout the process. I mentioned coming soon content above, but there are other milestones that can be shared on social media that will showcase your listing and your business.
Document the journey of preparing the listing to come on the market through staging. Share details about shooting the photos and the marketing video. Create a new listing campaign that you share on all social platforms. Talk about showings, listing tours or any other promotions you do to market the home.
By sharing the marketable moments throughout the process, others will recognize you as an agent they would be comfortable hiring to sell their home.
6. Host open houses
Open houses are one of the best ways to get face-to-face with prospective buyers and future sellers. Conversations with neighbors who are prospective sellers at open houses should be different, and there is a way to easily identify these neighbors.
The process involves calling, door knocking or sending a mailer to the neighbors, letting them know about the upcoming open house with a special time for neighbors to avoid the anticipated crowd. An example of how this conversation could go would be:
I’m [your name] with [your company]. We just listed your neighbor’s home at [address], and we are hosting an open house this Saturday from noon to 2 p.m. for the general public. Since we expect a large crowd, we will have the house open from 11 a.m. to noon if any of the neighbors would like to see the home before the expected rush. I hope to see you on Saturday.
This gives you the opportunity to ask people that show up during that time if they own a home in the neighborhood. I always like to follow that up with, please take a look around, and I’d love to know how this home compares to yours. This leads to a conversation where asking if they are considering selling their home in the future flows naturally.
Hosting open houses will yield new buyer prospects, but don’t discount the prospective listing conversation you can have as well.
7. Host a going-away party for sellers
If you have sellers who are moving out of town, saying goodbye to their friends is something many people want to do. Once their home is under contract, offering to host a going away party for them is not only a kind gesture, but it also gives you the opportunity to expand your network.
The party can be hosted at the seller’s home, your office, your home or a restaurant with space available for groups. You can bring on sponsors like the lender, title company or any other home services company to help offset the costs. Offer to host the party for the seller, including inviting the guests they’d like to invite, providing refreshments, and doing all the prep work for the party.
This is a way to be introduced to their friends and to create additional opportunities for business.
8. Document the closing day journey
Documenting a closing day is another way for people to see you doing business and with happy clients. A great example of this is this post by Omer Reshid out of the Baltimore, Maryland area:
View this post on Instagram
9. Tell the story of the sale
Just sold cards still work, but creatively telling the story of the sale is another way to separate yourself from the competition. The following is an example of rethinking the standard just sold postcard from Noah Escobar serving the 30A market in Northwest Florida.
10. Systematize follow-up
We’ve all heard the saying, the money is in the follow-up. That is absolutely true with post-closing follow-up. Setting up a systematic follow-up that keeps you top of mind is the best way to solidify future opportunities for repeat customers and referrals.
Companies like Send Out Cards allow you to set up automated mailers and gifts for years to come for your clients after the sale. Setting up appointments in your calendar for follow-up and check-in calls makes sure you keep in touch with them. Whatever it is for you, systematize your after-the-sale process, and your business will compound over time.
Make sure you take full advantage of the opportunities your listing provides. By going above and beyond for your current listings, more will surely follow.
