In the real estate market, sales strategies tend to quickly become stale, obsolete, and outdated. We can say that real estate professionals need to continuously adopt new techniques to reach their clients. Agents usually start testing them and from the resulting results, they often realize that the work done is able to keep leads engaged and ultimately increase the revenue of the real estate agency.
One would think that the next step for these agents would be to create a real estate empire built on these dynamics, with dozens of local competitors scratching their heads and wondering how it could have been possible for their business to have had unexpected declines.
If you think this, you are wrong.
What happens is that other agents notice the usefulness of the new tactic just adopted by the competitor, and in doing so are “inspired” to try something similar. The more people experience and realize how powerful the new marketing strategy that is in vogue among agencies really is, the more people will hear about it and begin to experience it themselves. Here, most operators will be in possession of the amazing new technique for generating leads and new customers, and that the initial competitive advantage will be quickly cancelled out.
For this reason, it is always necessary to try new things. You need to devise and test new tactics, brainstorm periodically with your team to seek out and experiment with new ways of communicating with your leads, thus carving out specialized niches that competitors can’t take you away (at least for a while). To begin, it is essential to start responding immediately to leads the moment they arrive at your inboxes, at your phones, at the door of your real estate agencies.
The benefits of immediate responses
1. Leads have an excellent first impression
Imagine not working in the real estate market and looking for a home. As you start looking for local real estate agents, you come across a couple of operators that inspire you confidence and seem to be perfect to meet your needs. They both have a form on their website to get in touch with them, which you can fill out with a promise that you will be answered within a business day or two. Click “send” on both forms, and in a few minutes you notice that you have a new message on your phone: one of the two real estate agencies has already contacted you.
This is the scenario you need to aim for using the immediate response strategy. The messages arrive immediately, are personal, and the person looking for information will remember your name. Not only will you have been the first to establish contact with the new lead, but you will have provided him with significant and interesting information based on the requests entered on the contact form. Even if the second agent will contact the prospect after a business day or two, rest assured that the latter will have a better impression of you than anyone else.
2. They force you to act in advance
Let’s say you are standing in line at the supermarket checkout and you hear someone explaining that they are looking for a real estate agent to sell their house. This person is not sure which professional to rely on, but she knows she intends to work with someone who knows the real estate industry deeply, and who can make her the maximum profit possible from the sale of the property. Now you will quickly try to get into the conversation by explaining that you are a real estate agent, and once you have established the first connection you will be asked to briefly explain why this person should rely on you. This leaves room for the possibility that you may make mistakes or inaccuracies, with a good chance of losing the lead.
This process is true when you meet new potential customers in person as in the proposed case, but the same thing happens online as well. If you don’t have a range of pre-formulated text templates to provide to leads that explain to them why they should choose you as their real estate agent, you will inevitably risk losing a potential business. This becomes even more evident when you try to provide immediate answers.
When you start responding quickly to new leads, you will be forced to provide one-line explanations about who you are, why you deserve to be heard (read, in this case), and why people should rely on you. Having a database of these answers already becomes a “must” for a system of immediate answers. Your little treasure trove of already written answers can also be very useful in everyday situations, for example, while you are in line at the supermarket checkout.
3. Engage people while they think of you
Let’s assume for a moment that people are very busy in life – it shouldn’t be difficult. Now, in the midst of a busy calendar, a couple decides they want to start looking for a new home. The two set aside a good capital base and think they can afford something a little bigger than the small apartment they currently live in. Both have a full-time job and the essential need to take care of their two children, and if we add to this the other thousand commitments and inconveniences that arise from day to day, it will result that at the beginning there is not much free time left to devote to their real estate search.
One day they have twenty minutes to look for a real estate agent to entrust the search for the property and they end up stumbling on your website. After filling out the lead acquisition form, they write down your number to call you one evening, ready to go back in search of another professional the following day. Wait, though! Just as they are about to leave, they receive a message from your agency, it is an email with a small eBook on the local real estate market attached. If you had sent them the message manually just ten minutes later, your email would have been queued to who knows how many others in their crowded inbox, while now it will be one of their first thoughts. Throughout the following day. This instant response means not only will people remember you, but yours will be the first name they associate with their real estate search.
And the next evening, when they get ready to do new searches on the web, your name will be the first to come back to them.
A Next Level of Instant Response
Immediate responses don’t need to be instant. That’s right, you got it right! The purpose of an immediate response is to engage an inbound lead while they are thinking of you. However, you need to make sure that people don’t think of you as an automatic service. If they receive a long introductory message from you when only a few seconds have passed since the submission of their data on the registration form, they will be sure that you are writing the same thing to everyone.
Wait a couple of minutes: even a wait of just two to three minutes can change people’s perception of how you are treating them. Rather than thinking that you are using an automatic replies system, your leads will realize that there is a real person on the other side of the email they are reading, and that you were kind enough to get in touch with them immediately. This is a small change in the way you provide instant answers, but you will notice the difference.
Being more successful in a local real estate market than your competitors are is actually quite an easy task. There is a constant demand for innovation in communication methods with property buyers, and you will also need to keep your eyes peeled for your competitors at all times. With so much time spent navigating the real estate business, you need to have systems that can automatically engage inbound leads. Of course, they will not be foolproof, many people may prefer more in-depth personal approaches, there will always be someone who will not like the way you approach them, but remember that on the web as in everyday life it is more important than ever to provide immediate answers ( almost instantaneous) to your leads.