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Want to Appeal to Buyers Who are Relocating? Here's How!

By
Real Estate Agent with eXp Realty of California, Inc. CA DRE #01490977

 There are a fair number of real estate professionals on AR that work with buyers that are relocating, with some whose focus of their business is on relocation. Kristal Kraft is known for her blog on relocation to Denver, having moved there a number of years ago; the Marriotts (not the hotel owners, silly), Tony and Suzanne, write extensively on relocation to Phoenix and Scottsdale, Arizona, and provide relocation guides on different areas they service; and Rich Jacobson started a military relocation groupfor AR agents with experience in this market niche. Plus a whole host of other agents have written about, and worked with, relocation buyers and relo companies (sorry, too many to name...just do a search on AR for "relocation" under blogs and you'll see what I mean).

Clearly there are a substantial number of folks on AR who work with, or have worked with, clients who are relocating and have shared their thoughts on how to do so effectively. It can be a fun group to assist, but also time consuming and complex, depending on the circumstances. But think about this...unless they are just considering a move, they HAVE to probably look and buy quickly. Not quite a guarantee but almost.

If you are not working with relocation buyers, but would like to, or you have done some work with this niche but want to further develop your appeal to these buyers, what can you do?

 Here are some thoughts on things you can do to foster this business and attract those relocation buyers, and experiences you may have that will help:

Tip #1 - Experience a relocation yourself. No, I am not suggesting you go out and do this actually, unless you want to. But if you HAVE relocated I believe you have an edge over an agent who has not. There is a level of empathy and understanding that comes from first hand experience that will help you with these clients (understanding moves with kids, pets, packing, house hunting trips, dealing with corporate relo packages, etc.). I've made 4 major moves, plus a bunch of minor ones, and it can make a difference in terms of knowing the issues that these clients are facing - emotionally, in particular. So think about what YOU learned when you moved (even a local move to another city in your state) and how you can leverage this experience to helping consumers.

Tip #2 - Gain experience helping folks relocate, even within the state. Let your broker and anyone you can that you can help these clients. Experience gained by helping others move will help YOU become more of a respected relocation professional, even if you have not moved much yourself. And promote those "success stories."

Tip #3 - Write about Relocation. Let others know what YOU know about relocation (a bit hard to do if you have not done it, but you can talk about clients you have worked with, and experiences with relocation companies). Post articles on your website or on your blog here on AR.

 Tip #4 - Compile a list of services that will appeal to relo clients, and make sure they are on your website and obvious to those who may be looking for agents who focus on relocation. Can you help someone effectively search for a home long-distance? Do you offer a relocation package? Do you know some great websites for your area that will help relocating buyers with their research? You get the idea.

Tip #5 - Become an area expert- relocating buyers want lots of information about the new area, either while trying to narrow their focus on where to move, or once they have made the decision where they want to be. Make sure YOU are the expert they can call on...someone who provides consumers with information about services, the area in genera, and the housing market, and one who can direct them as to where to learn more about schools, crime, jobs, shopping, etc. Localism is a great way to do this and it will benefit you with the search engines. Plus you will demonstrate to local buyers and sellers that you are the area specialist that they can call on. You can create community profiles with visual tours using Real Estate Shows, for example.

Tip #6 - Align yourself with some companiesin your area who are relocating employees, or hiring folks from out of state. Getting your foot in the door may not be easy, but the best contact will likely be the Human Resources Department (the top person, if you can). Perhaps you know some friends or neighbors who work at larger companies and who can provide an entrée (no, not food J). HR will normally be involved with relocation, both in and out, and you may be able to engage them by showcasing all the relocation services you provide that DON'T cost the company any money and that can benefit them and their employees (remember WIIFM?). And there may be a side benefit too - how about leveraging that focus into home buying seminars for current employees?

 Tip #7 - Market yourself, network within professional groups you belong to (CRS, ABR), target some agents (that you find here on AR and have gotten to know) in some key locations that you know are sources of relocating buyers (e.g., folks from the NE may tend to move to Florida, at least for retirement purposes). You may have to do some research for your area (check with the Chamber of Commerce) to learn when new residents are coming from.

 Tip #8 - Showcase your use of technology. Buyers relocating from other areas, especially several states away or in another time zone, will need to rely on an agent who uses technology to keep the process moving along, from the initial house hunting until closing. Communication is critical - how do you demonstrate YOUR skills in this area?

Keep in mind throughout that consumers want to know how YOU can help THEM! So don't focus on how wonderful you are, but on the benefits YOUR services and information will provide folks who are moving to your area.

I love working with buyers who are relocating. And I have found that if you can speak to their needs and concerns effectively, and add value to their transition, you will have a raving fan. 

If you have some other ideas, I'm sure others would love to hear.

Posted by

Jeff Dowler, CRS
Certified Residential Specialist / Realtor®


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Comments (36)

Luke Constantino
Brooklyn/Manhattan Real Estate - Brooklyn, NY
Residential/Commercial Real Estate Brooklyn NY

Very good post...

Thank you for sharing.

Mar 28, 2007 07:20 PM
Kaushik Sirkar
Call Realty, Inc. - Chandler, AZ
Great post!  I think I will have to start thinking more along these lines.  Of course I've worked with some relocating folks, but I guess I haven't geared marketing specifically to them...
Mar 28, 2007 08:14 PM
Maggie Dokic /Indialantic | 321-252-8696
Magdalena Dokic - Indialantic, FL
Selling the beach in Florida's space coast

Jeff, great post!  You've got me realizing that I have been neglecting to target my relos, especially since I was one too and can speak from experience.  Very helpful advice.  Thanks.

Mar 28, 2007 09:55 PM
David A. Podgursky PA
THE PODGURSKY GROUP @ Re/Max Direct - Boynton Beach, FL
THE PODGURSKY GROUP - Make the Right Move!
good points one and all...I'm starting to work with a realtor that wants to target relo... it should be interesting!
Mar 29, 2007 02:04 AM
Stefan Scholl
Buyer's Broker of Northern Michigan, LLC - Petoskey, MI
Northern Michigan Real Estate
Great info, Jeff.  Thanks for sharing.
Mar 29, 2007 02:48 AM
Larry H Morris
Mortgage Solutions Financial - Portland, OR
Larry Morris, NMLS 150073
I started a new group last night Moving to Oregon. Thanks again for the idea.
Mar 29, 2007 03:02 AM
Jim Lee, REALTOR, CRS, ABR
RE/MAX Shoreline - Portsmouth, NH
Buying or Selling? Ann & Jim are the local experts

My website is geared toward attracting the relocating buyer wherever they may be.

Here's what they tell me they're looking for:

  • Easy, unrestricted access to all the listings in the areas they want to be in.
  • Useful information about local schools (if they have children, a resale factor if they do not)
  • things to do in an area
  • Current events in those areas.
  • Employment information; lots of relocating buyers have spouses that will be seeking employment as well
  • Relocation packages including area maps
  • An ability to provide listings updates to them either via your MLS system or an RSS feed.
  • Anything else someone that may not be familiar to your area could be interested in

Here's what they tell me they're NOT looking for

  • How many awards you've won
  • Registration (before they're ready) to see listings
  • lots of flash, Active X, music, and all that other annoying stuff you hate when you open a website for the first time

I got an email just this morning from a guy who works for a major car rental firm and is currently in eastern Europe. He's going to be retiring to my area this coming June and wants me to send him housing updates up to $400,000. I call this a pretty solid lead and a probably buyer.

Give people what they want and they'll do business with you.

Mar 29, 2007 03:07 AM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Thanks, Laurie - I love having the star!

Larry - I suspect you are right. Glad this generates some interest.

Jeff

Mar 29, 2007 03:14 AM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Luke - thanks for your comment.

Stefan - thank you for stopping by and commenting.

Kaushik- go for it. I think relo buyers want to know that someone is familiar with relocation and can specifically assist THEM with their particular needs.

Maggie - glad it gave you some ideas. Thanks for your thoughts.

David - good luck!

Jim - thanks for your thoughts. Looks like great information - bet you get a pretty good response as a result. Good luck with your buyer.

Thanks, everyone.

Jeff

Mar 29, 2007 03:22 AM
Wayne McMullan
Royal LePage ProAlliance Realty - Belleville, ON
Quinte Real Estate
Hi Mike, great post. I live in an area that has the largest air base in Canada where there are hundreds of relocations each year. I want to tap into that and you've given me some good ideas. Thanks
Mar 29, 2007 03:29 AM
Cynthia Sloop
Community Association Manager - Indianapolis, IN
Jeff this is an informative post and so are many of the added comments you've received.  I appreciate the insight.  My company won't allow me to be apart of their relocation team.  It'll be at least another year and a half before I meet their qualifications.  Relocating to Indianapolis was a BIG thing to me and I would like to help others that are making the move too.
Mar 29, 2007 05:56 AM
Jim Lee, REALTOR, CRS, ABR
RE/MAX Shoreline - Portsmouth, NH
Buying or Selling? Ann & Jim are the local experts

Cynthia,

Start your own relocation team. If you have a well designed, easily findable website incoming buyers will find you long before anyone else and you can beat your company's relo department to the draw.

I find it much better to generate my own relocation buyers and split with no one instead of depending on a relo department to parcel out referrals.

Here's a great example of a superb real estate website that I know for a fact brings it's owner a ton of business.

In order to generate both out of and in town business, your website must be:

  1. Easily findable
  2. Deliver enough compelling content to cause buyers to want to stay there
  3. Give them one or more compelling reasons to contact you to do business.

Requiring them to register to search for homes is not a good idea in my hardly ever humble opinion.

Mar 29, 2007 06:51 AM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Wayne - thanks for your compliment.

Cynthia - I would, as Jim says, start your own team. And promote your knowledge of relocation where and when you can (your blogs, etc.). I personally do not want to work with a relo company or department but to do my own thing, as others have also said. Good luck.

Jim - thanks for the additional suggestions. This will help others, too.

Jeff

Mar 29, 2007 11:55 AM
Kay Van Kampen
RE/MAX Broker, RE/MAX - Springfield, MO
Realtor®, Springfield Mo Real Estate
As usual Jeff, you wrote a great blog.  Great ideas!  Thanks for sharing with us.
Mar 29, 2007 12:27 PM
Jeff Belonger
Social Media - Infinity Home Mortgage Company, Inc - Cherry Hill, NJ
The FHA Expert - FHA Loans - FHA mortgages - USDA loans - VA Loans

Jeff.. I am not a realtor, but you brought up some great points. I am sure many realtors would appreciate these thoughts, ideas, and your input. Nice job...

jeff belonger

Mar 30, 2007 02:28 AM
Michael Hutchins - Consumer Advocate, Chicago
Michael Hutchins Ent. - Chicago, IL
Great post Jeff.  I've moved a couple of times and was always frustrated that I didn't have someone who knew about the area better.
Mar 30, 2007 03:59 AM
Sandra Williams
Rancon Real Estate - Temecula, CA
Great advice. Our area has a lot of relos but not one company that is an exclusive.
Mar 30, 2007 08:59 PM
Tim Wade
RE/MAX Realty Champions - Wolfeboro, NH
Very imformative.
May 20, 2007 10:57 AM
Victoria Small
Keller Williams Realty Chesterfield - Saint Louis, MO
Remember Small is the name...not the SERVICE!
I appreciate several of the tips you gave. Working with relocating people is something I want to add to my business and plan to use these tips in developing that part of my business. Thanks so much!
May 24, 2007 06:25 AM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Sandra - Thank you for stopping by.

Tim and Pam - Thanks

Victoria - Thanks for your kind words

Jeff

May 24, 2007 11:24 AM