Ways to work on your new real estate business from home – Part 4
Going virtual. It’s literally the only choice we have at this point to connect with past clients, current clients, and potential clients. For some of us, this is no bueno. Figuring out technology isn’t always the easiest thing to do.
I’ve noticed there has been a great deal of fatigue around the zooming as expectations rise on all of us to join in on this new, yet kind of old, form of technology. What should be rejoiced, is that we haven’t been stopped dead in our tracks in the way that we can continue to connect through business.
Depending on where you are in your career so far, if you’ve got listings on the market, you’re likely trying to think out of the box as to ways you can achieve your client’s expectations in the new world we are living in.
Let’s brainstorm some ways you can put this virtual world to work for you in your business. If you hate it, become of the mindset that something is better than nothing and embrace the change.
So, let’s look at the possibilities of how you can achieve normal business practices and continue the movement forward into a successful fall market. (We hope).
Regular practices yesterday before Social Distancing
Lead Generation
Belly to bellies (dinners, lunches, Happy Hours)
Coffee meet ups
Quarterly events
Quarterly pop-bys
Quarterly letter mailout
10 calls per day
2 notes per day
Monthly newsletter
Social media
Active Buyers
Buyer intakes
Check in calls
Physical tours
Active Sellers
Open houses
Listing appointments
Favored practices now
Lead Generation
Belly to bellies (dinners, lunches, Happy Hours) – Welp, we are not doing this in person. You’re likely up on the skinny on this one. The new trend is to spend family time or friend time on Zoom or GoToMeeting.
Might I pin for you one thought here: When you do these, be the light and the positive. Inevitably someone is going to ask you about the market. Know the stats and the movements happening in your area, but also convey your confidence about values. Remember, folks want to know their investment is safe as they watch their 401k slide into the proverbial poop tank. “Real estate is traditionally one of the safest places to hold your money.” “Do not sell on a down market.” “Do not ‘realize the losses’ if the market turns,” etc. Your job is still to be the guide, my dear Sherpa.
Coffee meet ups – Also, a no-go right now. I used to meet for coffee at least two times per day. Connections with your vendors and partners is still a priority. Given they are willing, you could also achieve this on Zoom or FaceTime. Because times are kind of weird right now, you could also employ Marco Polo to this bag of tricks and drop folks a line that you care about that are usually on this meet up list.
Quarterly events – There is no reason you can’t host an event. Remember, whatever you choose here should be feeding the wants and needs of the people you serve. What are they interested in? Ideas: book club, music club, trivia night. You could get a small group together and have each person drop off a bottle of wine at another person’s place and do a wine tasting among you. Get creative, what do they care about? How can you connect on that level?
Quarterly pop-bys – I have replaced this with a mail out. I agree, this isn’t the most cost-effective way to do a pop-by. You can find small things though. A quick look online and you can find house packets of seeds with your brand for 47 cents.
Quarterly letter mailout – This would be a great time for a market update. I would suggest writing from a place of empathy whenever you do send something out. Someone said to me recently, “don’t be tone deaf” and I think that’s a wonderful way to encapsulate it. Your client does not have the bandwidth for something generic. If you can find a place of vulnerability that they can also relate to, you will find they will have a better feeling of connection with you. “In it together” resonates strongly right now. We’ll talk about tomorrow when we get there.
10 calls per day – I would suggest these calls still happen. Again, with the response of empathy. A lot of folks are working on their yards, or home projects. You might ask them about it and just listen. It’s not unreasonable to say that a real estate agent doubles as a therapist. While we are problem solvers at heart, right now, we can just be the ear to listen to another passion or pain.
2 notes per day – I’ve been focused on my partners lately. Other business owners that are going through turmoil and wondering how they are going to make next month’s rent could use a word of encouragement or camaraderie.
Monthly newsletter – Not unlike the mailout, if you weren’t to do that, your newsletter should feel very lifestyle and on message with current times. Give facts and interesting anecdotes, but it might also be worth adding in things to help people brainstorm how to get through these times. Family activities, games, ideas for connection help your sphere think of ways to make this situation a little less lonely.
Social media – Positive, positive, positive. There is enough out there for your tribe to consume that feels horrible. Be the light with your posts. Debra Trappen (Moxie on Fire) and Molly McKinley (Redtail Advertising Agency) have been very vocal in their Facebook Lives about spending this time allowing your people to “pull back the curtain” and see you for who you are in your own life. There’s a social currency about it, when folks feel like they know you. Don’t be afraid to shed some of the veneer and show them who you are. It will only reinforce your brand and mission to serve.
Active Buyers
Buyer intakes – If you’ve read the book “Your First 365 Days in Real Estate” you would have created a buyer’s guide. I have been sending these ahead of any meeting I intend to have. I set up a Zoom and take them through that and the disclosures. Be clear, make sure you have tested it all and know how to share your screen. There is no room for fumbling.
Check in calls – Any transactions that are going on need you to double down on your communication. Your clients are stressed. One of the biggest complaints recorded about real estate agents is that we don’t communicate. We are chased by our clients for information. Super serve by simply and consistently checking in with all active transactions. Even if you don’t have an update, call and ask if they have questions. I guarantee you, they have one, or fifteen.
Physical tours – This is going to depend on the orders of your state as to what you can do. Here, it’s virtual tours, Matterport, FaceTime previews, etc. Some markets are limiting vacant home showings, etc. Let’s boil it down to one thing we all know for sure. Your goal is to give your client the “feeling” of what it’s like to be in that home. Whatever it takes, that’s the goal.
Active Sellers
Open houses – This is fun right? Not only do you use open houses as lead generation, but it’s also a way to get eyes on the home. Now what?
Here are a few things I’ve seen or heard other agents doing and have enacted myself. Schedule an open house in your listing remarks and make it by appointment. You will take folks through one at a time, but in a set of hours. Basically, you’re telling the public they have access, but you will be there to open and clean any surface as well as protect your client from possible health issues. Schedule and promote an open house on Facebook Live, or give a Zoom code and take people through the house. That way someone can say, “hey, can you open that closet door, I want to see how deep it is” or “what is the ceiling height in the basement, I can’t tell.” That way it’s a real-time experience of answering questions and concerns like you would in a traditional open house. All Things Real Estate Store has developed a “virtual open house” market material you can tap into.
Listing appointments – Not unlike the buyer intake, your listing appointment should have the seller guide and disclosures delivered ahead of time. Use Zoom or GoToMeeting to walk them through the normal plan. You’ll also need to have your answers prepared about showings, open houses, the state of the market, buyer motivation and confidence as well as what “else” you are going to do.
This is a wonderful time to mention that ibuy platforms and discount brokerages have experienced a massive layoff of agents. “Oh, you didn’t know those agents work on salary? Yea, no one is more motivated to sell your property than a commissioned agent. It benefits both of us for me to work my tail off to get you the best price at the best terms.” (Apologies to all the discount agents reading this. This reads cold, but my goal here is to highlight market vulnerabilities, and this is one of them.)
On the top line of your thinking should be this: The strength of a capitalist market relies mostly on the confidence of the consumer. Whatever you say or do, should be reinforcing that this experience is not lasting. While we can’t know for sure the actual impact on the market this summer and fall, we do know that the banks are strong. Unlike the crash in 2008, which was directly tied to the banks and mortgages, this is a public health crisis and not directly connected to home values.
We will find our way. Believe it in your bones and find a way to become a part of the solution. “The disciplined will have their day.” Questions? Leave a comment below.
Until then, chin up, keep your feet moving … and burn the white flag.
sz
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