"Knowledge is power," right? Let's face it, the world has changed a lot in the last ten years. Where consumers once had to rely on an expert to gain the information they needed about a particular topic, now they literally have a world of data at their fingertips. They can simply type in their interest into their internet search bar and scroll through to learn 24/7.
So how do you, the local real estate professional, differentiate yourself in your market; prove yourself to be the resource buyers and sellers can turn to first (even before they go start "Googling") when they have a real estate question or need? We know they're going online; national statistics tell us to the tune of 90% or more when they're searching for a new home or a new agent. So how do you make sure they bookmark YOUR site?
ONE: Give them what they're looking for. Sounds simple enough, right? Trend watching can be time consuming but it is smart to keep it in your peripheral vision. When you know that searches such as short sales, how to buy a house, how to avoid foreclosure, homes for sale, etc. are what is tracking through Google searches, why not create a keyword rich short report (or download the ones we offer for free!) to answer the burning questions that consumers have on these topics and add it to your website? That way, when they search that topic and you've made it available, you become the hero and the "expert" in their eyes.
TWO: Let the world know it's available. Send postcards to your Sphere of Influence inviting them to get their copy and write a press release, posting it on your blog, website, Facebook, Twitter and even in your local paper to announce that your new report is available. Use "teaser copy" and popular keywords to pique the interest of the consumers in your area. Remember when writing press releases: both consumers and newspaper publishers look for relevance, the ability to get to the point, newsworthiness and information. Don't make it a sales pitch about you or your company; keep to the content and leave your call to action and contact information for the end such as "to receive your copy of this valuable report, call us at 1-555-5555!"
THREE: Capture their email address and update your databases. These reports, saved as a PDF and made available on your website or blog, are a great way to capture email addresses and begin to build your email database of customers. It's also a terrific fair trade for updating your current database and asking for referrals by contacting your current Sphere of Influence and letting them know you have a brand new free report available and you'd be happy to share it with them. Ask them if they wouldn't mind if you updated your database so you can be sure to always reach them with the most timely, relevant and up -- to -- date information available. This would be a good time to also say something along the lines of, "You know, our market has changed so much recently and the media sure makes a lot of noise about it, doesn't it? It has created a lot of questions in the minds of many of my customers and I just wanted to find out if you had any questions I can answer or if there is any way I can better serve you during these changing times?" You might be pleasantly surprised by how much of your customer base actually does have a question as well as how much they appreciate your asking.
FOUR: Use them to help customers realize they need help. People are naturally curious and more often than not try to adopt a do - it - yourself approach on many topics - including buying or selling a home. These reports are the perfect way to spotlight what's obvious to you but perhaps not yet obvious to the consumer. Use free reports to point out factors such as:
-The amount of work involved
-Security issues
-Legal questions
-Time requirements
-What they could lose in terms of time and money by waiting or without a proven negotiator
I know agents who keep these handy tools in their cars at all times so they are always armed when a question arises. Another agent dramatically increases her success rate at open houses by making these and additional content rich materials available on site. They make great ice breakers and conversation starters and she tells me that she rarely leaves an open house without picking up at least one or two buyer or seller leads or referrals. How? Because she goes the extra step. She doesn't stop at just having the property information flyers. She successfully showcases her ability to navigate the wide spectrum of real estate needs by having the right collateral material, the right attitude, and the presence of mind to ask questions! (That last one is REALLY important! Don't be afraid to ASK!) One of the best closes in the sales industry is simply two words: "Any questions?"
FIVE: Expand on it. We make it easy for you to kick start your free report marketing! We know the value of differentiating yourself in a market. That's why we have more than ten free reports on our website available for download and we add new ones almost every month! Visit us today at prospectsplus.com/freereports and get your copies!
Here's a list of just some of the free report resources you'll find:
-Six Pitfalls of Overpricing Your Home
-Five Factors that Cause a Property NOT to Sell
-Seller's Security Checklist: Six Keys to Staying Safe When Showing Your Home
-After the Tax Credit: Why it's STILL a Great Time to Buy
-Free Consumer Workshop Goof Proof Tips for Success
-Six Tips for Selling Your Home in a Shifting Market
-Seven Must Know Facts About Short Sales & Foreclosures
-FSBO First Aid
-Five Keys to Selling Your Home Sooner
-Four Questions You Should Ask Every Buyer
-10 Ways to Prospect to and Support Your Local PTAs
-Top Ten Checklist for Choosing a REALTOR
-As always, if you need more help -- call our office today at 866.405.3638. Helping agents succeed is what we do!
Published: December 3, 2012
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