Staying in touch with prospect is essential, and we’ve all heard that it takes a lot of touches before someone trusts us enough to do business with us. The problem can come when you run out of ideas – what do you do to reach out for touch #14? Or touch #25?
You can partly solve this by coming up with a rotational system – perhaps a few different types of outreach that you repeat, like postcards, email outreaches, EDDM, and more. But many times it isn’t the format that’s tough. It’s the actual content. To help solve this problem, here are five types of content every Realtor® should share with their market regularly.
Everyone hears many of the same questions from buyers over and over. Take advantage of this and send out a letter or postcard addressing some of these concerns. By using different FAQs each time, you can do this type of content several times before it repeats.
One way to keep this fresh is by addressing specific market concerns in your area, talking about renting if that’s part of your market, and adding season-specific information at different times of year.
As you know, I believe strongly in procuring listings in order to do well in real estate. You can get people thinking about selling their homes by answering frequently asked questions that you hear from buyers. Ideas include the right time to sell, how to stage or update a home, landscaping, picking a great Realtor®, and more!
When you answer these questions, you’ll not only be planting the idea of selling in the prospect’s mind, you’ll be overcoming some initial objections as well. Like the Seller FAQ’s, don’t list 20 items in one mailing. Keep it short and sweet, and invite them to contact you if their concerns weren’t addressed.
The Dream and Beauty of Home Ownership
One thing that’s important to realize is that many renters today don’t see home ownership as a goal they want to reach. They see homes as a money pit, a liability, and a hassle. In order to overcome these objections and turn these prospects into buyers, it’s important to paint a picture. Use some of your marketing materials to talk about the dream of home ownership.
In addition to talking about the positives of owning a home, highlight truly beautiful homes in the area. Not only will this give a great spin on home ownership, when you highlight these homes you can build relationships with the homeowners that may turn into a listing or referral later on.
Funny or Behind-the-Scenes Content
Doing “A Day in the Life” or telling a funny story is a great way to build rapport with prospects. It’s important that they stop seeing you as a marketer and start seeing you as a real human being, with your own silly moments and playful activities. The key word here is authenticity – show your prospects who you really are, and that will help them know and trust you.
Being transparent will also help prospects overcome any biases they might have about Realtors® being salesy, slimy, or hard to deal with. Show your prospects you are a normal, fun, flawed human being just like they are!
Neighborhood and Market Updates
Sending market updates once a month is a great way to generate touches with your prospects. You shouldn’t let it become boring, though. Include neighborhood updates, especially things that may be helpful, such as upcoming construction projects that may affect traffic. You can also talk about new restaurants, community events, or city council decisions that affect real estate.
When you send these updates, including a mix of information will keep it fun and interesting. You might even want to include a family-friendly movie review each month, just to keep it applicable to your prospects in a non-sales way. The key is to come off as friendly, informed, and helpful!
It can be hard to decide what to put in your real estate letters or postcards. However, we know it’s important to keep outreach flowing in order to build trust and generate business. By using these five types of content, you will always have something to say to your prospects.
What types of things do you share with prospects? Share in the comments!