Realtor to First Time Homebuyer: First you folks tell me what you can afford, then we’ll have a good laugh and go on from there.

What is your reason for maintaining a website, participating in social networks, and maybe even blogging in the real estate niche?  I can tell you without hesitation that there is ONLY one reason for the work and time I put into these activities ... generating qualified and quality leads.

Sinking Sales


Sales can sink in more ways than just overall volume.  Depending on the market and other factors, you could just be working very hard with less-than-qualified prospects, or some of the toughest clients with unrealistic expectations.

I can tell you without any doubt or hesitation that many real estate professionals are bad-mouthing their Web leads when a major issue is totally under their control.  "What, you know anybody can visit my website and I can't control whether they're a pain in the backside or unable to afford a home or not!"  Think that if you want, but while I can't control who visits my site, I can control the content they find there and how it meets their needs.

No lawyer jokes please, though they're fun.  I say that because out of my last dozen or so clients from all around the country looking for vacation homes or retirement homes in my area, two were Judges, three were attorneys, one was an accountant business owner, one was a multiple branch abstract company owner and several others were self-employed business owners.  What trait do these people have in common in most cases?  They're very analytical, bottom-line oriented, and you can use another shorter term if you want that starts with "anal."

We're talking about more than half of my clients owning businesses or in some way engaged in highly detailed professions.  And, it doesn't hurt that they have some money either!  I always ask my clients what they found interesting about my site or why they chose to deal with me.  Since I get all of my business from the Internet, it's a safe question to ask.  I've been called the "hermit Realtor" by my peers because they never see me out mingling, greeting, joining, sponsoring, or in any print advertising.  I am a freelance writer as well, and when I'm not working with a real estate client, I'm sitting in a room alone pounding a keyboard and answering emails from my future clients.

What I usually hear as an answer to my question is that they found content on my real estate site that answered their questions and did so with enough detail that they returned to the site frequently in their property search activities (mostly buyers, as I'm a buyer agency only).  So, what they're telling me is that my content satisfies their analytical nature, and I know it's the case because I watch my page views and see that I get great traffic to pages, posts or articles which include topics like:

  • What's a survey and what's an ILR (Improvement Location Report)?
  • How inspections and repair negotiations work in my market.
  • Easements and how they work in a rural area in crossing property for access.
  • Water rights questions.
  • Water well depths in various areas, and water quality questions.
  • What are "exceptions" in a title insurance binder/committment? 
  • Can you get a title binder exception removed?
  • Property sales statistics, more stats, more statisitcal reports, more...
There's a pattern there, and though analytical type questions in your area may differ, there are plenty of these topics about which you can create content.  However, it's not just enough to know you're answering these prospects' questions, you also need to take your engagement to the next level.  You don't just want them using your site, you want to be in conversations with them, so you need their contact information.  To get that, I freely provide analytical and detailed information on the type of topics I've mentioned ... to a point.  Then I offer more detail, charts, reports, sign up for quarterly sold statistics reports, etc.
 
Using RealtySoft's Tools to Make It Happen

First, I create this detailed and informative content as article pages, which is easy with RealtySoft's page creation and editing tools.  Then, around some of these topics I create a "special report" or mini-eBook, such as "Water & Water Rights in Northern New Mexico for the Real Estate Buyer."  It reiterates the freely-given material in the aritcle, but goes into more detail, offers up links to the appropriate support material and more data on the New Mexico State Engineer's Water Resources site, and more.  
 
Then I convert the report to a PDF file and upload it to RealtySoft.  Finally, I use a RealtySoft "gadget" to place a form right next to the article on that page offering this much more detailed report or eBook for delivery by email.  When they fill in the form, they get the automated report delivery, and I get what I want; their contact information.  They are automatically placed into the RealtySoft CRM system, and I'm off to the races!
 
Oops, I have to sign off now, as I have a business consultant from Oregon arriving today to look at $700,000+ retirement homes.  He informed me that my articles about using a buyer agent were what brought him to me from a competitor showing him his brokerage listings.

About Jim Kimmons:

Jim Kimmons, with more than 16 years experience as a licensed real estate agent and broker in 3 states, is a consultant to Realtors in how to use technology to market and manage their businesses. He has also written books and eBooks on Internet marketing and real estate. Jim is RealtySoft's chief evangelist and is a compensated regular contributor to the RealtySoft.com blog.

 

 
Posted by Jim Kimmons on 04/05/2012 10:28 AM   Comments (8)  
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8 Comments on Don't Like the Quality of Your Leads or Prospects? - It Could Be Your Fault

APR
06
2012
569,544 Points 1 Featured Post Localism Sponsor Outside Blog

Hi Jim,  Another great post !  You help a lot of folks here on AR and I want to say " Thanks " !  Have a Happy Easter !
9:55am • #1
1 Featured Post

Jim, I couldn't agree with you more when you talk about controlling the content of your website in order to qualify leads better! I think a lot of people these days overlook the importance of a good funnel that qualifies leads better! Very good & detailed article!
5:12pm • #2
APR
07
2012
879,505 Points 48 Featured Posts Outside Blog Attended Rain Camp Called Shot Master

Wow!! Thank you for this great information. Bookmarking for when we get home! 
8:32am • #4
APR
09
2012
142,876 Points 3 Featured Posts

Thanks for the post, great food for thought.

Have A Wonderful Day
5:19am • #5

Jim, Another good post from you.  I agree that it's all about content.  The more information you provide to the public, the more they'll look to you on an on-going basis.
5:41am • #6
152,733 Points

What we do with every prospect opportunity, could be to our advantage orr disadvantage.

Good post, thanks for sharing it.
7:12am • #7
1,653,168 Points 134 Featured Posts Outside Blog Attended Rain Camp Called Shot Master

Clients are usually looking for serious information about real estate.. or so I choose to think.. 
8:25pm • #8
344,447 Points 14 Featured Posts Outside Blog Called Shot Master

Dear Jim -

So true - so true -

What are we putting ON OUR WEBSITE? Who are we attracting? When I do those pesky pertinent market reports, my click rate soars. Give the potential Clients what they want! Sounds easy - doesn't it? Just not so easy to do - thanks for the tips.

Have a happy day -
Lynn
9:43pm • #9


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Jim Kimmons

Taos, NM

More about me…

RealtySoft.com Chief Evangelist

Office Phone: (575) 737-8554

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Tips and commentary on using the Internet and technology tools to manage and market a real estate business.


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