Creating Value Connections with Clients and Leads
Do you want to buy a house?
We’ve all seen that caption on a Realtor’s Facebook Page or Instagram. It’s paired with a stock image, or some clip art.
“Call me,” they say.
“Luxury homes in idyllic neighbourhoods.” Notice the “u” in neighbourhoods, fancy, huh?
“Find out what your home is REALLY worth”. As if every other agent and company is telling you a lie.
Side note: this hurts the industry…and doesn’t make you look better. You are reinforcing the stereotype that agents are telling lies…
But there’s no value, and no connection!
When you’re constantly just pinging your leads, asking them if they are ready to buy or sell, they aren’t going to answer the phone. In fact, when they decide that they are interested in buying or selling a home, they aren’t going to contact you - they’re going to go with a friend, or maybe a relative, or even more likely, someone they trust.
What would happen if instead, you shifted how you approach your leads? Provide them with exceptional value, and you’ll be amazed at how your conversions increase!
Provide Service Through an Email List
Through his career, Kevin has amassed an email list of roughly 1,700 subscribers and sends out weekly emails.
These emails are more than just giving a list of what is available on the market. Instead, they are carefully curated to provide value and achieve different results.
Here are a few examples of what Kevin sends his email list:
State of the Market email - general status of the real estate market in the area
Email that shows latest houses sold - this email is meant to attract people who are interested in selling! They’ll see the results that he is getting!
Email that shows what’s available - this email attracts those who are interested in possibly buying; it just shows them what is out there.
Kevin’s email list is a way that he provides consistent value to his leads, without being pushy and constantly asking them if they’re ready to buy or sell.
Our mission is your happiness. - Kevin DaSilva
Provide Value on Social Media
If you’re thinking that you don’t have the budget or the skills to use social media well, then it’s time to change your thinking.
It costs nothing to pull out your phone and take a short video clip when you’re at a home inspection, or showing a home to a client.
You can use a phone-based editing tool to put together a short video that shows your clients just how much you do to serve them! They’ll be impressed at the short videos, showing just how much you really do to serve them.
Don’t be afraid to go live on Facebook, or Instagram to help create those connections.
Checkout this video from my friend and phenomenal real estate agent, Gia Silva, owner of Inti Homes in Long Beach, CA. At the time I shared this embed this video had over 4,000 organic views. Stop complaining about not having fancy equipment.
If you feel like you don’t have something of value to say, that’s ok! Post something that will help create that connection with your clients. In the end, that will be incredibly valuable because it strengthens the connection that they feel with you.
The Real Estate in a Digital Age Report 2018 estimates that the highest percentage of leads come from organic social media posts, so get out there and post!
And if you’ve let ad costs stop you from advertising, then you might want to try again. Kevin frequently runs Facebook ads for less than $5 a day.
I run multiple ads for just $1, then I take the best performing ad and spend a little more on those. Of the ones I spend a “little more”, I find the “unicorn”, like another great friend and realtor, Tammy Pack, of Absolute Charm Real Estate in Fredericksburg, TX. likes to say, and put the remainder of my ad budget behind that post.
Side note: A “unicorn” is just that. Something that stands out from the crowd. You don’t know why. It may come as a surprise. But it’s working and you’re going to ride it all the way out! (I just pictured myself riding on a unicorn… and then went to Tammy’s page and saw her husband riding one… how great! hahahah Okay, getting back on track.)
Change the Industry by Providing Value
Negative perceptions of the industry run rampant, but there are ways that it can be rectified.
“Go the extra mile,” Kevin encourages.
You can’t just post online and that’s it; you have to help your clients get the best that they can.
Purchasing a house is, after all, probably one of the biggest purchases that a person will make in their lifetime. You can help them make the process as smooth as possible!
If you’re willing to help your clients find the absolute best house for them, and help advise them based on your expertise, they are more likely to give glowing referrals.
These referrals will keep your inbox full of new leads, ready for you to help them buy or sell a house.
Social media connections can help you escape feeling desperate for commissions, and constantly pinging your leads, asking them if they are ready to buy. Focusing on creating personal connections, and providing value to your clients will help build trust, so that when they are ready to buy or sell a house, you’re the realtor on their mind.
What are some ways that you provide value to your leads, and try to connect with them? Are you using social media to build those connections? Tell me in the comments. I’d love to feature the great things you are doing so we can help the real estate industry as a whole!
And don’t forget, catch the full episode of the podcast interview with Kevin HERE.