You may be busy preparing your home, family or even wardrobe for fall, but don’t forget that you should be preparing your business, as well. As the market slows down during the fall and winter months, it may be more difficult to generate new listings. Because of this, now is an opportune time to look for FSBO and expired listings to work with.
Statistics show that nearly 92 percent of sellers who try to market a home on their own fail and many expired listings eventually go back on the market, which presents a lot of opportunity for you to find new listings. It’s up to you to show the value you offer in a selling situation. Here are three steps to help you prepare to meet with this kind of seller.
Plan Your Approach
When a listing expires, it’s often because the property wasn’t marketed or priced properly. This is an optimal opportunity to show sellers how you’re different (and better) than their previous agent. Create a marketing plan and present it to the seller, showing them how you would market their home. Include points about establishing a strong web presence, your use of social media, sample advertising ideas, etc. Your marketing plan should show how you can connect with potential buyers and create opportunities to sell.
Similarly, the No. 1 reason someone chooses the FSBO route rather than hiring an agent is because they don’t want to pay commission fees. However, these sellers rarely understand the time and effort agents put into a transaction. Sure, those FSBOs may be saying they don’t want an agent now, but that mindset may change once they start to see how much work it takes to sell their home. Just like sellers with expired listings, approach FSBOs with a marketing plan that shows how much work you’ll put into selling their home.
Develop a Script
Before making contact with the seller of a FSBO or expired listing, prepare exactly what you’re going to say. Remember, rather than focusing on the logical reasons these people want to sell their properties, try to find the emotional reasons, and use that information to turn them into a client.
For example, if you’re working with an expired listing, plan to ask the sellers about their previous experience. If they worked with an agent, ask questions about what that person did to try to sell their home: did they take high quality photos of the interior and exterior, use social media to promote the listing, advertise appropriately and recommend staging options? If it’s a FSBO property, ask the sellers why they didn’t work with an agent the first time: was it a financial issue, did that have a bad experience previously or are there any other factors influencing their decision?
Contact the Sellers
When you’re prepared, it’s time to contact your prospective clients and let them know you’re here to help. Start by sending the sellers an email highlighting your qualifications. For FSBO properties, explain how you can take away the stress of home-selling, sell their home more quickly, and likely get a better price than they could on their own.
When you’re able to speak with these sellers in person or over the phone, put your script into play. Build trust and discover why they’re looking to sell, then go for what Chris Smith, author of The Conversion Code, calls the “trial close” with a “here’s what happens next” question to keep the process moving forward. For example, you could ask “Does Wednesday or Thursday afternoon at 3:00 p.m. work better for my photographer to come by and start taking pictures for marketing materials?” This will help the seller understand what you are going to be doing for them and make them feel more secure in the final steps of the process to list their home.
If sellers aren’t prepared for the trial close or insist that they want to work alone, wish them the best and give them some advice that could help. As time goes on, if they aren’t able to sell, they’re likely to remember you as someone who offered encouragement and call you for help.
Have you noticed a drop in your Facebook engagement?
Wondering how you can better engage with your fans?
Making small changes to what and how you post can help your Facebook updates generate clicks, likes, and comments. In this article, you’ll discover 11 tips for boosting Facebook engagement.
#1: Pose a Question
One of the simplest and most effective ways to kickstart a dialogue with your Facebook fans is to ask them a question. Basically, you’re inviting a response. If fans can relate to the question and you find a way to leverage people’s interests or needs, they’ll find it hard not to answer.
Here are some questions to ask:
- Specific: What’s your favorite…?
- Tips: How do you…?
- Experiences: What’s your favorite moment from experience/memory…?
- Edgy: Do you think…? (controversial question)
- Direct: Why do you…?
- Events: Who is going/Who attended…?
- Timely: Today is…, so what are you…?
#2: Share Relevant Images
A picture can say a lot more than a text post. A visually striking image can bring the rapid thumb-scroller to a halt. Images have proven time and again to improve engagement, especially when they tell a story or connect with the audience on a personal or emotional level.
According to BuzzSumo, Facebook posts with images see more than double the engagement of basic text posts.
#3: Crowdsource Feedback
People love giving feedback. When you ask for input the right way, your audience will jump on board and be quick to respond. The added benefit is you can uncover opportunities to improve your business and delight your customers.
Imagine the potential boost to customer loyalty (and future engagement) if you make changes to your business based on the input you receive? Give this tactic a try. It’s a much more personal approach than surveys and you can respond to people directly to address their feedback.
#4: Include a Call to Action
The standing rule for any kind of marketing is that if you want your audience to do something, you have to tell them to do it. Use a call to action in every post, whether it’s to prompt a comment, share, opt in, like, RSVP, or any other action.
Always tell your audience what you want them to do to encourage engagement.
#5: Boost Your Best Posts
If you have a Open House or a New Listing, post it to your Facebook page and boost that post. You don’t need to throw hundreds of dollars at it; give it a modest boost of $25 – $50 and target the people in the city you do business in and who like your page and their friends.
You won’t necessarily see thousands of shares, but a boosted post can help get your best content in front of your target audience and spark some engagement. The more people engage, the greater the organic reach to their networks. This tactic can be especially effective with Open Houses and sharing the results with the owners. Often this method is far less expensive than advertising in the newspaper.
#6: Share Industry News and Hot Topics
Even your most loyal fans are interested in more than just your business. Sharing big news from your industry will show your fans that you’re not focused solely on promoting your business; you want to keep them informed about current topics. They’ll appreciate and respond to that.
Curate industry news from a trusted source and ask your fans what they think. Ask people to contribute their thoughts and share the post. I often share resources from other marketing sources in order to ensure our agents have every opportunity to thrive! Sharing news, articles of interest from other trusted sources to your sphere makes you more credible and likable!
#7: Adjust Your Post Frequency
If your Facebook engagement is slipping, it might have something to do with your post frequency. Posting too little (say a few times a week) won’t help you establish relevance with Facebook’s algorithm and you’ll be fighting for space in your audience’s feed.
On the other hand, posting too often can hurt you, too. Facebook tries to show users the most interesting and relevant content from everyone they follow. If you’re posting a half-dozen times each day over a short period, expect a lot of your content to be missed.
To find a sweet spot, try posting a few times each day at the times your fans are most likely to engage. Check out Facebook Insights for specific audience data you can use to target your fans.
#8: Give People a Giggle
We all love a good laugh in our news feed. Lighten the mood for your fans and show them that you have some personality. Don’t overthink it; just do something to give your fans a chuckle. Keep their interests in mind and make sure the humor is relevant to your audience.
obviously make sure no one knows the people or who’s home you are giggling over. We work in one of the best industries for finding things to laugh at. A great source for Bad MLS Photos etc is this awesome Facebook Group “Really Bad MLS Photos” https://www.facebook.com/groups/146553387152 Join the group and prepare for a laugh.
#9: Respond to Everyone
If you receive comments from your fans but fail to respond or acknowledge them, they’ll notice and stop engaging with you. It only takes a few minutes throughout the day to monitor your social activity and make a few quick or witty responses to fans who comment.
Consistent responses make fans feel valued and they’ll be more likely to engage with future posts from your page.
#10: Make an Emotional Connection
If you want to elicit a big response from your fans, publish a post that appeals to your audience on an emotional level. Share content and tell stories that pull at people’s interests, emotions, fears, and even their dislikes. Brand loyalty doesn’t come from a product; it comes from a customer’s joy at experiencing a shared sentiment or finding a solution that works.
#11: Provide Value
Anytime you share or post content to your Facebook page, ask yourself what kind of value you’re providing to your fans. The best way to get their attention is to make sure there’s a takeaway or something in it for them. At the very least, give them a good chuckle. At best,teach people how to do something, inspire them to take action, and add value to their life.
This exhaustive list of ideas should help you fill your calendar with a good mix of content types that are likely to promote engagement among your Facebook followers. Keep your Facebook posts short for maximum effect. The ideal character count is about 50 or fewer.
Also keep in mind that if you want engagement, you need to post and respond to your fans every day. While Front Porch Report is an awesome tool to automate the lifestyle articles for your social network. Go for the human connection and provide value, and you’ll see your engagement rise.
Was this helpful? If so, I would love to hear from you. Please leave a comment below.
This is a 7 part series of all the slides used for the APPetite For Success MEC’s with Don McDonald. Please right click and download the ones you wish to review. If you do not have Powerpoint installed on your computer you can download the Microsoft Powerpoint Viewer for FREE and watch all these presentations. I hope you enjoy these and as always feel free to post a comment and tell us what tool you are using to grow your business.
PART ONE: Using Cloud CMA as a Home Value Landing Page and Generating Leads
PART TWO: Boosting Your Cloud CMA Post on Facebook
PART THREE: Using Cloud CMA at Your Next Open House
PART FOUR: Getting Your Business On Google
PART FIVE: Using Tweet Deck to Generate FREE Leads
PART SIX: Using SkySlope to Protect Your _ _ _
PART SEVEN: Sending a Private Message Through Gold Connect
Great article from Claire Wiese, Social Media Marketing Manager at HSA Home Warranty
Today’s buyer will search online at some point during the buying process. When they do, it’s crucial that your business and contact information show up at the top of the search results. Many people think that this can cost thousands of dollars, but you can do a lot of the work yourself through social media. Here are a few tips to get you started on the major social networks.
Setting up a Facebook page for your business is an excellent way to reach out to clients and their friends and family. To keep them interested, be sure to feature lifestyle content, in addition to your listings. Show your expertise by posting photos and information about the neighborhood schools, new cafes and upcoming events. Ask questions, run local promotions, do all you can to engage readers and build a connection. By reaching out and sharing your knowledge about the community, you can become the go-to real estate professional in the area.
Twitter lets you communicate quickly and keeps you connected. Just like Facebook, your listings should not take up your whole feed. Tweet links to helpful articles about securing a mortgage or renovation tips. Offer incentives for visiting your open houses, encourage others to post pictures, make comments and share your tweets. Use hashtags so your tweets will be found by more than your followers, and make every word count. Remember, you’ve only got 140 characters to engage readers.
YouTube videos are a smart way to promote yourself and the properties you represent. Have someone with a steady hand shoot short videos of you showcasing your listings and the neighborhood sites that appeal to potential buyers. Be sure to identify yourself in each video with your name and contact information.
As the most visual of the social media sites, Pinterest lets you set up colorful boards with images of the neighborhood, decorating trends, renovation tips, your personal interests and listings. Your clients can engage by saving pins to their own boards, or liking and commenting on the images. With Pinterest, you can draw clients in by using visuals to paint a more complete picture of what you can offer them along with your listings.
Here you will find the most recent RE/MAX Gold listing presentations. Please note there are Powerpoint versions and PDF printable version. In order to edit these templated designs you will need to have Powerpoint installed on your computer and a basic understanding of how to use the program.
Here is the entire Powerpoint Presentation from our 2016 Spring Into Action MEC Events. In this presentation you will find 7 Tips To Winning The Listings Every Time, a 19 Point Marketing Plan, Four For Four – Generating Four Deals a Month, The 2016 Revised RE/MAX Gold Listing Presentation, EDDM Every Door Direct Mailing Tips and more. Right Click to download and get started building your business.
Looking for a PDF Version Go Here