For the real estate professionals who connected on RISMedia's most recent webinar, having a differentiator in your business is a key to success. While many brokerages often focus on the aesthetic portion of marketing, a crucial part of lead conversion is leveraging property data.
During RISMedia's webinar—"How to Attract and Engage Leads Using Property Data"—panelists Elizabeth Nunan, president and chief executive officer of Houlihan Lawrence and Craig McClelland, vice president and chief operating officer at Better Homes and Gardens Real Estate Metro Brokers, CBC Metro Brokers, discussed how to motivate your agents to utilize property data and what the advantages of using property data are.
The webinar was moderated by Cleve Gaddis, master coach, speaker and trainer with Workman Success Systems. Additionally, CoreLogic served as sponsor of the event.
"We want to have a good consumer experience. We want to have a good client experience, but at the end of the day we want to create consistency of income for our agents," said Gaddis.
Here are some things the panelists had to say about how your agents can effectively attract and engage leads using property data:
Igniting Agents to Engage Buyers and Sellers
The more a consumer knows, the more informed they are when they make their buying and selling decisions, so it's essential to give them all of the information that they'll need.
"We provide our agents with the tools to create that flow of information," said Nunan. "With any tool that you want your agents to adopt, you need to make it simple and easy."
Adoption of property data by your agents can be the biggest hurdle you need to overcome, so providing them with tools that they can "set and forget" is important.
"Give [your agents] content that they can set up in advance that will go out to consumers on a scheduled basis," added Nunan.
Tell Your Story Through Local Data
By providing clients with data that's extremely targeted to your area or even a specific neighborhood within your market, allows your agents to tell the story of why someone should use your firm as opposed to another. Providing your agents with this information gives them a strong foundation that can set them up to be viewed as an expert in your area and give them an edge over agents at other brokerages.
"Our role in the industry is to educate consumers," said McClelland. "If we can all agree on that, then data plays a significant role in telling our story and differentiating our company."
By differentiating your brokerage through this narrative, you not only strengthen your company's brand, but your agents benefit as well and can grow their individual brand. McClelland added that using property data to find a niche in your market can help you tell your story.
"No matter how many agents you have, you have a niche in the market that you occupy. That niche is your story," said McClelland.
For more tips on attracting and engaging leads using property data, watch the full webinar below:
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