How do you make money? If you’re not bringing in leads, you’re not bringing in clients. If your agents aren’t communicating with clients, they’re not winning referrals or nurturing long-term business.
These interactions define your face to the consumer and define how you interact with them across the board. Simply put, how you deal with people and what they think of you is how you make money. This is also known as your brand.
With the right technology, your brand can be one of the most powerful tools for generating business. But how do you tell the difference between ‘shiny pennies’ and the right technology?
Here are the most important touch points brokerage’s ‘generate’ technology must have:
Having a mobile-first website is necessity for every single real estate brokerage alive today. No ifs, ands or buts. Without this initial touchpoint, your brokerage loses leads before they even exist. And with a non-responsive site, you might as well give your viewers a trampoline—because they’ll bounce right off your page.
Communication is a fundamental aspect of the agent/client relationship. Showings, open houses, updates, emails, marketing—all are vital to capitalizing on opportunities, finalizing deals and nurturing long-term relationships.
Communication is most effective, and efficient, when channeled through a CRM tool—especially one that is optimized for a mobile device. Agents can get access to email, print marketing, lead management and so on while they are on the go.
Marketing—the red-headed stepchild. Studies show that only 19% of brokerages provide their agents with marketing automation tools. As a result, 82% end up marketing their own listings.
Now, whose brand do you think they’re marketing for? Your brokerage—who doesn’t provide them with marketing tools? Or themselves—who pays for marketing out of pocket? Unfortunately, these numbers indicate that agents likely invest more time promoting their own brand. This amounts to wasted effort – as the power of the brokerage’s brand is infinitely stronger in the community.
Marketing momentum is stronger when the agents and the brokerage are promoting the same brand.
Many brokerages piece these three touchpoints together from multiple sources. But putting your technology together piecemeal like this results in added manual processes, communication gaps and data inaccuracies. At the end of day, you’re stuck paying for what amounts to temporary band-aid solutions that are incapable of providing the holistic value your brand demands.
Did you know that we have a product that can do all of the above? Mobile-first websites, CRM tools, marketing materials for your agents ad more—all in one product. Click here to learn more about our total marketing solution.
Latest posts by Nick Gaede (see all)
- An Informal Guide to Being Creative in Real Estate - April 21, 2017
- How Do You Bridge the Gap Between Your Agents and Front Desk? - April 18, 2017
- What are the Touchpoints of a Brokerage’s Front Office? - April 12, 2017