4/13/2020 0 Comments
Given the circumstances, it can feel like you simply cannot connect with any of your buyers, sellers, etc. Real Estate is a people business with plenty of tools, processes, and tech to support it. But, at the end of the day, you made a connection with your potential client and that's what you work hard to nourish.
So what do you do when you cannot be "with" them? The obvious forms of contact would be through phone, messaging, etc. Keeping it as authentic as possible as they are likely receiving quite a bit of this. I assume you're doing this to some degree.
In addition to those elements above, you may want to consider ways you can virtually market your brand through your web sites, listings (if any), and the media that you invested in for this. One of the more effective ways to do this is through a robust re-marketing or re-targetting campaign. This is more than simply online marketing but a journey you're taking a potential buyer or seller on while not physically there with them.
For example, an online virtual tour of a listing (old or new) is a great way to initially reach out to potential buyers. You launch a campaign with a short teaser video of the tour, or a link to the tour itself. You've embedded the tour on your webpage and this is where you start to nurture their experience. Through the use of pixel codes, you can then start to re-market or re-target anyone that has watched your video, or visited your tour. Picture a crumb trail that you have laid which you can use to send additional and complimentary messaging to. The additional messaging may simply be drops of branding awareness or they can be another tour as you know they have shown interest in that previously. Before you know it, you've walked them through several relationship building steps without having the chance to speak to them directly.
That was a very brief and quick version of the concept of re-marketing and I'm happy to elaborate if you ever want to have a virtual coffee and chat. If you're curious on getting support in that area, I'm happy to connect you with a trusted resource that I know who works with many business owners exploring this method of relationship building.
For now, I hope this may have peaked your interest into learning more. If you have any tips I'm all ears!
Let's look at a few things we know:
Whether you have a listing on the market or you have one coming to market, you may also be feeling a little uncertain. That's okay because everyone is. The real estate market has relied on Buyers physically visiting homes, and Sellers physically allowing Buyers into their homes, for decades. So, how can we help unsettled Buyers and Sellers?
Your home Seller is looking to you for solutions. If Buyers are reluctant, or have chosen not to go out and look at homes, you must bring the walk through experience to them. I believe you're going to see a much higher level of adoption to virtual marketing (products like 3D tours) above the use of videos and photography. No, I'm not suggesting it will replace those high quality forms of media, but it will be a necessary compliment to every listing. Think about the solutions you could leverage and share with your Seller to show them how proactive your marketing approach is:
Unsettled Buyers may be very critical on which houses they go out to see and the media used to showcase them will be just as critical to helping a home "make the cut" in their eyes. Make sure you give your listing it's best chance by considering a virtual marketing campaign to attract any potential Buyer.
Andrew Cosgrove, founder of Driven By Data, has over 20 years of business experience across a number of different business functions. Most recently, he remains focused on building solutions to help professionals in real estate provide value to their clients. Andrew strongly believes the industry must remain a people business to give home buyers and sellers the best value, but it's "people" must also respect, adopt, and lead using the technological tools & processes available to them and their clients.