What an honor and priviledge to be asked to speak at the Inman Connect San Fancisco conference this year. As you know, my mission is for consumers to have the best real estate experience possible, and that can only be accomplished with well-trained agents. Our panel on "Training the Motivates and Generates" was a blast with our dynamic moderator, Joe Rand posing great questions and allowing us to have a very open conversation. We were able to give some great information on the importance of training and how being well trained with good for their business. With the speed dating type format, Inman Connect never disappoints and this year's conference was totally awesome. There is so much information coming at you at lightening speed it can be a little overwhelming until you take a moment to breathe and tell yourself that you don't have to implement every single strategy you just heard. With that in mind, here are my top 3 takeaways from Inman Connect San Francisco.
Use More Video
We've all seen virtual tours and perhaps maybe even some videos agents shoot before an open house, but several of the Inman speakers were using video in ways I thought were pretty unique. I've always taught that as a real estate agent you should be a resource to your clients, your prospects and your community. I learned how video can take that to an entirely new level. Here's a great example one of the speakers gave. When you want to be the "Neighborhood Expert" you should post about every nook and cranny of that neighborhood. Interview the school Principals, the workers at the local coffee shop, and taste test menu items at the local restaurants...all with video. Invite your viewers to experience the neighborhood with you. This shows the consumer that you truly DO know the ins and outs of a neighborhood and your credibility goes through the roof. You'll want to post the video on your web site and on social media. You may not see an instant increase in your audience but be patient. It's takes about 20 videos before you start seeing an increase in your number of "followers".
Follow Up, Follow Up, Follow Up
As aggressive as real estate agents are portrayed, our ugly little secret is that we give up on new leads very quickly. We basically make one phone call, send one email and we're done. Stop that right now. Agents often spend hundreds of dollars every month on lead generation services and then fail to follow up. That's a lot of money wasted. When you get a new lead, respond immediately...that's a given. Within the first thirty minutes will increase your odds of conversion even more. But here's the thing that will increase your conversion rates and set you apart from other agents. If you are unable to reach the prospect you should continue to follow up for the next 24 hours or until you finally reach them. I know it sounds like a lot, but the results I was hearing makes doing more follow up well worth your time. Below are the time frames you should use to follow up:
- Within the first 30 minutes
- 2 -4 hours later
- 4 - 8 hours later
- 8 - 12 hours later
- 12 - 18 hours later
- 18 - 24 hours later
That's six phone calls or emails! I don't know many agents who go to such lengths to get a new client. It's important to note that after about 12 hours, chances are they have moved on to another property. You'll need to change your email or voice mail to reflect this and let them know that you are available to assist them with any property they would like to see or any real estate need they may have. Always close your email or call by asking them to call or text you. Try this strategy after your next open house or online lead and let me know how if your conversion rate goes up.
Facebook is King
Social media is a term we throw around as a way to engage with clients, promote our listings and keep top-of-mind with our sphere of influence. Consumers are faced with information overload. They are exposed to billions of gigabytes of data each and every day. So how do we capture people's attention and get them to stop and pay attention to what we have to say? Which social media platform will give us the stage we need to present our information? According to the expert presenters at Inman, Facebook is the place to be. It's all about Facebook Live and Facebook ads. Facebook is looking to overtake YouTube as the most used video platform and as a result when you use Facebook Live, they are promoting it heavily by exposing it to your entire community...over and over and over again. Feel free to shoot short Facebook Live videos showing what you do during the course of the day. Staging properties, previewing properties, hanging out in various neighborhoods or during a home inspection. Have fun with it! Invite people into your world of real estate and let them see what you get to do every day.
To be completely honest, I've run a few Facebook ad campaigns and have had success with them, but after hearing how they should be used I found that I have some work to do. My first step is to read as much as I can in the next couple of weeks and then jump in. If you're looking to use Facebook ads to generate leads, make sure you have systems in place to capture and follow up with those leads. All of your ads should lead the consumer to your web site.
We Have Work to Do
So these are the three items that I plan on working on in the next six months to grow both my real estate business and my training business. There was so much more I could have talked about because the conference is just that amazing, but I don't want to overwhelm you. You leave Inman feeling energized and ready to conquer the real estate world. I'll keep you abreast of the progress I am making as I add more video, follow up and Facebook to my marketing plan.
- The Art of the Hustle
- Selling Real Estate is a Contact Sport
- Getting More Business From Facebook
- Real Estate Agents, Why Are You Spending So Much Money?
- It's Hard to Think When You Get Busy
Real-Life Real Estate Training – Real Training, Real Results!
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Inman News named Candy Miles-Crocker as one of the Top 25 Real Estate coaches in 2016. Candy, “The Real-Life Realtor”, coaches, mentors and trains new and experienced real estate agents to transform their business by mastering her proven systems for success. She is a firm believer in managing expectations and her goal is to elevate the perception of real estate agents among the general public through education so every client has an amazing real estate experience. Candy’s unique training methods have shown agents what it takes to be successful!
Learn more about her training program at www.RLRETraining.com or send her an email at Candy@RLRETraining.com.