If you're a broker, you're likely on a consistent hunt for ways to support your agents and capture more leads. The latest RISMedia webinar, held on May 22, took a look at just that.
Sponsored by real estate productivity suite MoxiWorks, the webinar, entitled "Making a Power Play: Arming Agents to Land More Listings" ran down a myriad of ways you as a broker can assist your agents.
Featured on the webinar were Peter McGarry, chief business development officer at Michael Saunders & Company in Sarasota, Fla.; Kelly Gesick, digital innovator at Chase International in Reno, Nev.; and Georgia Perez, VP of Business Development and Product Evangelism at MoxiWorks. Cleve Gaddis, leader of one of Georgia’s top 10 real estate teams and coach with Workman Success Systems, moderated the webinar.
Opening the event, Perez stated, bottom line, "the brokerage cannot become more successful unless the agents are more successful."
But how can you set your agents up for success? Below are a few top takeaways:
Be present on multiple mediums. Gesick pointed out that too often, agents are not presenting themselves across multiple mediums. When it comes to having a marketing presence, don't stop at one platform, but give your agents the tools to be available on many, including print, online and social media. Of course, it's not enough to simply be present—consistency is also key.
Keep your marketing consistent. As Gesick noted, large brands are so well marketed that you can see just a split second of an ad and understand where it came from. Real estate professionals should follow suit by setting their teams up to use the same imagery and branding so clients know it's your team before they even read your ad.
Focus on sphere-based selling. "The National Association of REALTORS® (NAR) says 70 percent of agent's business comes from a REALTOR's sphere, and yet we're consumed with leads," said Perez. "This is a relationship business. Ask a lot of questions. Ask people about themselves." Train your team to focus on family, recreation, occupation and dreams. Just asking about real estate needs is not going to build relationships. Which brings us to...
Listen more than you talk. An easy rule of thumb for your agents to follow when connecting with clients is to listen more than they talk. By asking about interests and pitching open-ended questions, your client will have the ability to tell your agent more than they may think to ask. With this information, your team will be able to...
Customize messaging. Now that your team knows your client well, they can move deeper into their offerings and set your brand apart. Don't just talk about home features. If your client loves the outdoors, talk about local outdoor access. If they're a foodie, discuss the wonderful restaurants downtown.
Market to your database. "The only way to safeguard your business is to market directly to your personal database," said McGarry, who explains that above all else, real estate is still all about personal referrals. "The quality business comes out of the personal database. MoxiWorks gives us, as a company the ability to create content, to provide it to our agents and then have our agents deliver that content into their personal database," McGarry added. "It's the first time we've ever been able to uniformly educate our agents about the power of their database."
Of course, when you market to your database is critical. Time your reach-outs around important changes in your client's lives, whenever possible. Gesick points out: "If you connect with your sphere on social media, you will have good insight on what is happening in their lives, which will tell you when big moments happen in their lives that they may need a real estate agent for."
To learn how you can convert more leads, view the webinar recording below:
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