Buffini & Company Blog

3 Marketing Strategies to Help You Stay Relevant in Real Estate

There’s no doubt that technology has changed the way we buy and sell homes. Fifty years ago, buyers would search through newspaper ads to find a home; nowadays, the majority of buyers search for homes on the Internet before consulting an agent.* It’s not just the Internet that’s changing the game; the increased use of smartphones make it easier to look for homes. With buyers and sellers having access to more information about the market than ever before in history, how can agent make him or herself essential to their clients?

Relationships Matter More than Ever!

One thing we’ve researched at Buffini & Company is the top reasons people choose their agent over others. We’ve found most often their choice is based on these three questions…. Can I trust you? Do you care about me? Are you good at what you do? No where in there is a question about how many Twitter followers do you have. That’s because in today’s business world artificial connections are a dime a dozen. The agent who goes above and beyond to create deeper, more authentic relationships wins!

Technology isn’t the enemy, but it’s not the solution to an empty pipeline either. It’s a tool, if used right, that can help you build community, increase communication with your clients and better execute on key activities like lead generation. Here are three impactful tech and marketing trends that will help you stay relevant, while keeping the focus where it should be—on building relationships with your clients.

Get online. If you want to serve your clients, you have to get where they are. Social media makes it easy to share information about the market or home buying or selling tips with your clients. You can also use it to share information about your listings. Blogging gives you a platform to share your knowledge and experience with your clients and followers.

Incorporate video in your emails. Share a message with your clients via video. You can send it as a standalone email to a few people or use it to introduce your eReport, a monthly email loaded with helpful information and housing stats specifically for your clients. The eReport is included in Buffini & Company’s Marketing Kit, which we designed to help you maintain consistent contact with your database and Work by Referral. Either way video is an impactful way to deepen relationships with your clients and is sure to standout. Remember, keep it short, positive and remind them that you’re never too busy for their referrals.

Use a CRM. Technology makes it even easier to keep all of your clients’ information and your business activities in one place. A Customer Relationship Management system, such as Referral Maker® CRM, not only keeps your client’s information organized and at-hand when you need it, it can also help you stay organized in your business so that you can generate more leads. What’s better than that?

To thrive in the new era of real estate, it’s essential to embrace technology and use it to serve your clients better. Want to know more about using technology to improve your business relationships? Sign up for MarTech Trends™, a one-day Buffini & Company event where Joe Niego and other experts will give you a crash course on how to create the perfect blend of technology and marketing in your real estate business.

*Source: NAR, Real Estate in the Digital Age, September 15, 2015


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