Tag Archives: website

How to use your CRM for more vendor paid advertising

One of the most challenging things you will do, as a salesperson in real estate is have a seller pay a sufficient amount for marketing so their property has the appropriate exposure to sell.

When we were in real estate we had over 100 salespeople and using the below method, our entire team averaged just under 1% marketing investment from the vendor of the list price. For example, on a $500k sale, there would be a $5,000 marketing budget allocated.

Here’s how we did it…

The first thing you need to ask yourself is what is the importance of marketing, and why are you seeking funds from the seller to support it? There is only one answer: to achieve a higher sale price for the property which results in more than covering the marketing dollars spent.

Real estate marketing is all about increasing the exposure of the seller’s property beyond the street address. Without appropriate marketing, how will people know that your client’s home is for sale? Or, how will investors seek out new properties? Simply put, they won’t and they can’t. Not without marketing.

Ideally, you would be using a Customer Relationship Management (CRM) tool that has the functionality to produce the following data and reporting. Make sure you consistently enter every buyer enquiry into a system that allows you to tag where that enquiry came from (i.e. walk in, signboard, realestate.com.au, local paper, etc.)

Once you have entered a considerable amount of buyers and the source of their enquiry, hopefully, your CRM has the ability to provide the following reports. If not, these can be done manually.

  1. The number of enquiries from each source. How many buyers saw properties from a signboard and enquired? Or, how many enquired through realestate.com.au?
  2. The number of sales from a single source. This is the number of enquiries that came in from a single source and of those enquiries resulted in the purchase of that property.

These two reports will give you valuable information on what is actually working in your marketing strategy and what is not. For example, you may find that enquiries directed from your local paper have never resulted in a sale and therefore you’re probably wasting your money unless you’re getting another benefit like listing enquiries. You might see that a certain website is generating more genuine enquiries that are converting to sales. It could be that a higher percentage of enquiries resulted in sales thanks to this medium instead. If more genuine buyers look at that website, you should probably increase the dollars spent there.

  1. The third and final report you need will visually display the previous results (see a sample below). Ideally a pie chart and your CRM, will be able to produce this report with ease. You will be able to visually and easily represent the number of sales you have achieved from buyer enquiries across each source.

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(Click chart to view larger)

Based on the information from the pie chart you will be able to launch your marketing plan, allowing for well-measured exposure across the different mediums. When discussing with your client, provide them with hard copies and good visuals of what each marketing piece in those categories will look like.

The aim of these reports is to persuade your client further of the benefits of marketing. Out laying funds upfront can be daunting for clients; therefore, you need to ensure you have all of your facts in order so that they can see the ‘bigger picture’.

When explaining to the client, the first point you need to make is that you have put together a strategy to give them the best opportunity to achieve the highest price for their property. The objective of this strategy is to get more than one really interested buyer on their property, so they can compete against each other and drive the price up.

At this point, you should have the seller’s full attention and you move into explaining how your company over time has identified the areas where the best buyers come from by keeping accurate data. This is where you show them your well-calculated reports. Work your way through the reports and visuals, showing them the marketing medium that relates to the pie chart.

Once you have finished, state that you have taken the conservative approach by making sure that no area where your company has attracted genuine buyers in the past has been left out. This would give the best opportunity to leave “no stone unturned” in finding the best buyers for your client’s property and hopefully more than one.

At this point one of two things will happen:

  1. They will agree with your strategy and the budget you have allocated, or;
  2. They may agree with the strategy but not the budget.

In this case, do not defend or try and convince them to pay the entire budget. Simply ask them what budget would they feel more comfortable with. Once you have a figure, ask them which marketing they would like to remove. Make sure to point out the percentage of buyers from that category that will not see their property. You should ask here are they okay to take those buyers away? Then wait for an answer.

Use the same dialogue for each area that they want to remove. However, do be cautious. In many cases, the client will ask for your recommendation as to which mediums to remove. Regardless of your research, your response to this question should allow for the client to make their own decision. Reply that you cannot comment, as you do not know where the best buyer might come from that will pay the most for their property. This is the reason you made your recommendation to cover all the areas to have the best chance of attracting a sale.

The moment you suggest to remove something you will lose credibility. The client will start to question why you recommended that medium in the first place and what else can they also remove. Stand by your marketing plan and don’t involve yourself in changing things if you believe in it.

This process is consultative and at no point to be about selling advertising. It’s all about a strategy to get your client more money. If they decide to remove items, then it is at their peril that they have limited what they could achieve.

When/if a seller has decided to remove any marketing, then down the track if the property has not sold then you can suggest to them to add what was originally removed back to the marketing strategy.

You should stick to this process remaining consultative in nature and make your sellers part of the strategy then you will be far more successful in getting the correct marketing for a property to sell at a higher price and have a lot of happy clients.

If you need further advice on accessing a great real estate CRM to assist you with building the reports you require for a successful marketing strategy you can find out more about how Aro can support you here.

 

Keyboard with SEO written

What is SEO and why do I need it for my real estate agency?

SEO and Real Estate: A Winning Combination

Google and other search engines rank websites based upon certain ‘criteria’. Search Engine Optimisation (SEO for short) is all about improving your website ranking and ensuring you can be found in search listings for specific keywords and phrases relevant to your business.

When a potential buyer or vendor searches for real estate agents in your area, your website ranking is crucial! The higher up on the search page, the more likely they will come to your website. Ranking number one is the best way to get traffic to your website and will help increase your listings and sales.

Now that the World Wide Web has so many websites, where you rank on Google is a kind of ‘quality control’ for websites – your site won’t get ranked highly if it isn’t of high quality.

You’re probably wondering ‘but how do I improve my website’s SEO’?

Google looks at all areas of your site to determine its ‘quality’ and where to rank it. There are two key areas which you can look into improving today:

1. Does your website have keyword rich content?

2. Does your website have a responsive design suitable for mobile devices?

To build your SEO you need to ensure you have keyword rich content on your website. To start you will need to do some research. Make a list of keywords and phrases you think people will be searching to find your site. For example, if you are taking listings in a particular suburb ensure this suburb is included in your website copy. Google is looking for websites that are regularly updated with relevant content.

A great way to have a keyword rich website is to upload a blog regularly. You can write your blogs on different topics and ensure you tick off your checklist of relevant keywords each time. Whilst it can be simple to create new content, it’s not always easy finding the time. If you’re strapped for time we would recommend that you contact a specialist marketing and/or SEO company. They will work on creating relevant content to regularly update your website and help build your SEO.

Secondly, you will need a website that has the technology Google and other search engines support. Simply put – your website needs to be responsive. This ensures your website can be viewed on any device. Google knows everyone is now searching from their smartphones and rewards responsive websites with a better ranking. If your website is more than two years old, it is highly likely that it needs rebuilding with a responsive design. Unfortunately, creating a responsive website requires special skills, but rest assured we can take care of the entire process for you. At Aro we provide real estate specific websites. Having built over 2,000, we are experts in providing the right solution for you.

To find out more about SEO, website optimisation, and how Aro can help, contact our friendly team. We can organise a free SEO test on your website, so you know how you’re ranked against the competition.

 

Designers with computer

Content brings clients to YOU!

We real estate agents can get a bad rap sometimes. We have been painted as too salesy, too pushy, and even too busy! That’s just not fair! The human element of real estate needs to be restored once and for all, and what better way to do it than through content?

You don’t have to be a graphic designer to produce an engaging website, nor a writer to create a persuasive email that will generate leads. All you have to be is a team leader, an innovator, with just a touch of tech savvy in you.

Content creation is all about thinking dynamically.

Here we have a few simple tasks you could start doing today to engage further with your clients and bring potential clients to you:

Add a newsletter signup form to your website and regularly (but not too often) send your database an update on your business and the industry, keep it simple and interesting.

  1. Create an eBook to provide your clients with the tools to make more educated real estate decisions. Your first eBook topic could be about the top 5 things to look for when buying a property in your area.
  2. Get engaged on social media, set up a Facebook and Instagram page and start posting and hashtagging your activity to engage with current and potential clients.
  3. Create a blog on your website. This can be used for latest news for your business, helpful hints for clients and industry trends.

The trick here is making the time you spend on creating content worth your time by placing this content where it will be seen by as many potential and existing clients as possible. If you have a great blog or eBook be sure to share it on your social media pages and include it in your newsletter.

With our support you can go the next step with your content and customer service.

A simple automated email response can make all the difference to a client. The ideals of traditional customer service have not been forgotten by your clients; however, understanding how to provide the same level of service digitally will make all the difference.

If you would like to engage more with your clients using the suggestions above but find yourself time poor (like most busy agents) we have automated some of these steps to streamline the process. If you would like to find out how easy it could be to implement these ideas into your business with support from Aro click here today.