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1. Understand home shoppers and how to help them.
Listening and learning the needs and preferences of individual buyers can help you identify solutions and resources to help get them past their home buying challenges. While every buyer client is different, generational trends exist.
A common concern for Millennials is having enough money for a down payment, especially without equity from a previous home. One way to showcase your value is to be ready with information about the pre-approval process, low-down-payment loan options or any down payment assistance programs.
A top impediment for many Gen Xers is finding a house that fits their family’s needs and is within budget. If their needs outsize their budget, be ready with ideas about broadening their home search or referring them to general contractors to discuss renovation options.
Boomers are often looking at retirement, and while finances can be less of a problem, finding the right home can be a hurdle. Whether they’re looking for a smaller-sized house that fits their desire for quality construction, a larger lot space for privacy, or convenient access to health professionals, make sure your knowledge of the available inventory sets you apart.
2. Respond to leads quickly and skillfully.
When an online lead comes in and it’s a buyer seeking information on a specific property, follow-up quickly. Have talking points and resources at hand, and don’t forget to practice and role-play—your talk tracks will be memorized in no time if you’re constantly calling on them.
When you call leads, greet them directly by name rather than asking to speak with them. Offer the property address and lead source, and ask for five minutes of their time. The goal of the initial conversation is to convert the call into an in-person appointment.
If the lead doesn’t pick up, stay in contact with another call or voicemail before the day ends, and then send an email. The only way to stay top of mind and build rapport is to develop a follow-up strategy and stick to it.
The Realtor.com® professional dashboard has tools to help drive the connection with your leads—leverage the intel there, like a market insights report, and use the suggested follow-ups and task reminders.
3. Follow up with non-responsive leads.
To nudge non-responsive leads, use phrases that accurately characterize the market, e.g., “Homes are still selling quickly, and I don’t want you to miss out.” Keep voicemails and emails short and to the point, and always include a question or call-to-action so leads have a reason to respond.
Don’t be boring; get creative with your messages and email subject lines, and even use emojis, which may increase open rates.
4. Level up your online presence.
Consumers’ home search often includes researching agents. Search your name to see where you can be found online, and then take control of how and where you are represented to ensure it’s a current and positive reflection of your real estate business.
Ensure your profile is updated and consistent across your free Realtor.com profile, personal website, brokerage or MLS-affiliate site, and social media sites. Claim your business on Google and Yelp, and get into the habit of gathering ratings and reviews on your Realtor.com profile and other sites.
5. Go mobile.
Make sure your website is optimized for mobile and that you're active on platforms like Facebook and Instagram to stay visible where your prospects are.
Looking for more ways to grow your business?
Visit the Realtor.com® Resource Center for educational webinars, marketing tools, and resources to help you stay competitive.
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