Pro Tip! Only create a new group if you plan to market to them differently. Ways You Can Deliver Value. Social Media Guidelines
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- Lisa Hall
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1 Workshop 4: Effectively Marketing to Your Sphere In order to effectively market to the contacts in your database, it s essential to organize your contacts by group. Recommended List of Groupings in Your CRM 1. Buyer Leads 2. Seller Leads 3. Active Buyer Leads 4. Active Seller Leads 5. Active Clients 6. Past Clients 7. Sphere of Influence 8. Referral Source 9. Agents 10. Family Pro Tip! Only create a new group if you plan to market to them differently. Ways You Can Deliver Value 1. Monthly physical newsletter 2. Monthly market updates 3. Weekly hot buys in their community 4. Customized property alerts 5. Annual (or semi-annual) CMAs 6. Invitation to client parties/events 7. Interviews with local businesses Social Media Guidelines 1. You should be connected on social with everyone in your database 2. Every day, share relevant content 3. Every day, like/comment on people s statuses 4. Focus on only 1-2 major networks 5. Create a referral group on FB with trusted agents Pro Tip! Don t use REALTOR or real estate agent in your name on your personal Facebook account, it can possibly be flagged and/or shut down.
2 Relevant Content for Social Media 1. Video is critical 2. Interview local businesses 3. Do neighborhood profiles 4. Interview people in the neighborhood about living there 5. Market updates (interpret!) 6. Pictures of your clients closing on a property 7. Out of market agent profiles Pro Tip! You don t need to constantly remind your sphere that you are an agent they know. How to Reignite Old Buyers 1. Call with relevant properties 2. Send a BombBomb video 3. Send a text message about a property and/or the market 4. Send a private message on social media about a property 5. Set them up on a drip so they receive touches from you regularly How to Reignite Old Sellers 1. Call with relevant properties that recently sold 2. Offer them an updated CMA 3. Send a BombBomb video 4. Send a text message about a property, the market or buyers 5. Send a private message on social media about buyers 6. Set them up on a drip so they receive touches from you regularly
3 Lead Scenarios, What do I do when? Sometimes it can be challenging to know how to engage with a lead in certain situations. The following examples are scenarios that come up often accompanied by a suggested template. We recommend you customize the templates and make them your own! My lead indicated they are already working with another agent. When this happens, think about why they are coming to your website. Perhaps their agent isn t providing them with enough relevant content? Or maybe their agent s website is hard to use? Most of the time, they don t actually have an agent yet but they aren t ready to talk to one yet either. This is a good opportunity to reach out to the lead. Subject: Am I the agent you are looking for? I respect the fact that you have a real estate agent. But ask yourself, are they really providing you with all the tools and information you need to satisfy your real estate needs? Are they sending you properties consistently, or do you have to find them on your own? Is this why you are looking on my site? I would like you to know that I have all the tools to search for the right home for you. If you are not under contract with an agent at this point and you feel you are not getting the best service, then we should definitely talk. Keep me in mind; I represent my clients with the utmost integrity and I wish you luck in your search! Thanks! I am unsure whether they are a buyer or a seller. Subject: What are your real estate goals? I am so excited to help you with your real estate needs. I have some great tools on my website at <insert website> for both buyers and sellers, including market information and access to the Multiple Listing Service. I would love to get you started on a listing alert so you can view what homes are on the market; I just need to know if you are looking to buy, sell, or both. I can give you a call tomorrow to discuss your needs, or you can simply respond to this . I look forward to hearing from you! Thank you very much.
4 I received a seller request, but they are not the property owner Don t be discouraged! A lot of seller leads that are early in their timeline will come in with buyer behavior or hide behind the wall of the internet, so perhaps that person is truly interested in homes in the area. Provide them with relevant content like homes that are similar to the one they submitted for an evaluation. Sometimes they turn out to be just looking, but they can also turn out to be legit buyers or sellers. They entered many zip codes and no maximum price. Many buyers will start out broad and their search patterns will start to become more specific, however if not, then this is a great opportunity to engage them and ask about their criteria. Subject: Let me know what you re looking for I am so excited to help you in your home search. I have some great tools on my website at <insert website> to help you find your next home, including direct access to listings right from my site. I would love to get you started on a listing alert so you can see new listings when they hit the market, but to ensure you are only seeing relevant homes, I just need to know what is on your wish list. I can give you a call tomorrow to discuss your needs or just respond to this and let me know what kind of homes you re looking for, and where, and I can have some listings out to you by the end of the day. Thank you very much, My lead gave me a fake name. Online consumers love the anonymity the internet provides, especially when they are in the early stages of their timeline. As long as they have a legitimate address and/or phone number, treat them like any other lead! They didn t provide their phone number. Trulia and Zillow require a phone number, however, not all of your lead sources will provide a phone number with each lead. Subject: Checking in I would like to touch base with you and make sure the site is working OK for you, and the properties we are sending are relevant to you. I am missing your current phone number. By providing your phone number you can give me a chance to provide the best customer service possible and make finding that next home even easier! Please reply to this message with your phone number and let me know if you prefer text messages to voic . Thank you very much!
5 How do I re-engage my old leads? If you have a personal website, here are a few ways you can get them back to your website and get the conversation started again. Subject: I ve Missed You! I've missed you visiting my website where you will find up-to-date information on our real estate market. I hope you will come back and visit my site often and stay as long as you like. Browse around and enjoy looking for your next home, and if you need additional information, I am here to help. Whenever there is a property that you would like more information on or that you have a question about, please don't hesitate to reach out to me by phone, , or text message. Please know I do not intend to pester you, but I do want you to know that I am here and ready to help you find your dream home. Please let me know if there is anything I can do. Thank you very much. What about leads that have fallen off my radar? Have you ever felt sheepish or guilty when re-engaging a lead that simply fell off your radar? Own it! Drop them a line and be transparent and open about the lack of communication over the last few days/weeks/months. Ask how they are doing, and let them know you are aware it s been a while, then offer to meet with them, or ask how their real estate search is going.
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