How to stand out from the competition is a real challenge for Real Estate Agents. Consider someone new to the area, how do they judge who to approach, who to trust with what could be the biggest purchase of their life – their new home!
This innovative strategy targets people moving into your area and helps you to "stand-out" and be their agent of choice….
Identify who is your customer.
As an independent real estate agent you have steadily been gaining popularity amongst individual home buyers within your drive market area. This has largely been the outcome of positive word of mouth and references from friends and family. To take your business one notch higher, you would now like to cater to every new potential resident to your community area through aggressive, targeted marketing.
Hence your target customer profile would include those who are relocating to your area for a new job as well people who are moving post retirement. Naturally both groups have very different needs and you would need to address these accordingly.
What is the best thing you can do for that customer?
Irrespective of the reason behind the relocation, all of us feel an apprehension when it comes to uprooting our entire existence and moving out of the comfort zone we have learnt to call home. As a real estate agent, the best thing you can do for your client is as far as possible, reduce their perceived anxiety about moving into an unknown area and making such a major purchase.
How are you going to do it?
You are going to become the local expert on real estate and related matters within your area.
Create a "Property Plus Newcomers Pack" for people who are new to the area or people considering moving to your area. In addition to real estate and housing topics, the package could include information on the job scene, social life, schools, entertainment, dining out, administration and infrastructure within the community. In short it should serve as a comprehensive guide for prospective residents to get a feel of the community they might soon be living in.
Make the Property Plus package available on your website, front-desk, and office window and ensure it is sent with every enquiry from sources such as realestate.com, press advertising etc.
Create a database of all your past, present and potential customers (Property Plus) and mail them monthly newsletters featuring community news, developments and important information. Also advertise all upcoming open houses with a photo feature and maintain a regular column on "how to buy the perfect home".
Don’t forget to say Thank You
Everyone who registers online for information on your website or attends an open house gets a thank you email. Include a link to a survey where every submitted entry is given a voucher for a free coffee and cake at the local bakery.
Suggested Survey questions:
What do they prioritize when buying a new home – price, safety, neighborhood, facilities?
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