Pre-existing home sales fell 2.2% in September, with signs that the real estate market is cooling going into 2020. Mortgage rates fell into the red for the first time in four weeks on November 11, but rates still remain down from the start of the year.
Selling properties is still a key priority for realtors heading into 2020.
Here are a few trends that we’re expecting to propel sales next year.
1. Multiple Platform Access
More than 40% of homebuyers will start the buying process online. Zillow.com is by far the most popular website, with over 500 million visits each quarter. A digital presence is important, and you have to be everywhere to attract leads.
Realtors are starting to have their own websites, for branding purposes, along with:
You should be utilizing MLS listings, but you’ll also need to be on larger sites like Zillow.com, social media platforms and create your own branded real estate presence.
2. Realtor Personal Branding
Real estate portals are where most homebuyers start their search for a home, but buyers still want the personal touch of a realtor. Buyers have a general idea of the homes that they want to view, but it’s up to the realtor to show them the homes that are in their search criteria that have just hit the market.
Some homes, especially locally, may not even be listed online yet. These are the homes that you can show buyers that will impress them.
Personal branding starts with your attention to customer service. You'll need to keep a pulse on the local market.
Local marketing will remain key. For example, an agent in Brisbane, Australia will want to increase personal branding with SEO services in Brisbane, social media (Instagram and Facebook especially) and email alerts of new listings.
Ideally, realtors should be promoting themselves as professionals who find homes for buyers, ensure that the home is properly priced, and help connect them to lenders. By taking this approach, they’ll be able to grow their personal brand and increase sales.
3. Videos Remain King
Videos are engaging, and they have far more engagement than imagery. When potential buyers view a home, they want to imagine themselves and their families living in the home. It's difficult to get the same level of excitement from a picture as you would with a video.
Walkthrough tours of a home along with your own pitch of the property can make a sale.
Realtors will want to be in these videos, too. When you introduce yourself and the home, you’re further marketing yourself. If you can create memorable videos and showcase the home properly, you’ll sell more homes faster.
Video can be posted on multiple channels, including Facebook Live, Instagram and YouTube.
A lot of realtors are also using video as a way to stay connected to potential buyers. Videos can help potential buyers through everything, from the process of buying a home to understanding why it’s important to be pre-qualified for a loan.
When you start adding video into the mix, you’re embracing social.
Social will remain a very popular trend for the real estate industry in 2020. Instagram especially has shown what the power of images and video can do for realtors. Free, highly targeted traffic and massive referrals can come from promoting real estate on Instagram.