Why The Most Successful Agents are Bloggers
Since most potential clients go online to find the right agent, it's crucial that your online presence draws more of them in. This means, in addition to your social media and listings, you need to add regular blogging to your marketing.
Here's what you can accomplish by publishing blog posts that emphasize your talents:
Prove you're on top of today's market. Agents often find themselves moonlighting as part-time therapists, as buying and selling are major decisions that trigger anxiety in first-time and seasoned homeowners alike. When you publish accurate, detailed analysis and updates of the latest trends in your territory, you tell readers you're on top of your game. This helps nervous prospects relax.
Zero in on the right prospects. Composing blogs that talk about your area will also help you bring in the right types of prospects, as they often specify their city—either their current one, or the one they want to move to. So be sure to ID yourself as an "agent in Atlanta" or similar.
Grow your database. Building an online library of content will help you engage more indecisive, nervous clients. Growing your readership also makes it easier to build an email list if you're prepared to send them valuable news and content regularly. These emails can keep your name top-of-mind with prospects, even when they're not quite ready to buy or sell.1
It's Time to Add Second-home Specialist to Your Skills
Recent data showed that 26 to 27% of buyers of single-family properties bought them as an investment or second home during the first half of 2023.
This means it's an ideal time to consider a specialized REALTOR® certification, especially as it's being offered at a special price.
The Resort and Second-Home Property Specialist (RSPS) is a REALTOR® certification for specialists in buying and selling resort and second home properties. The RSPS certification application fee is currently $97.25, 50% off the full price of $194.50, until December 31, 2023. Click here to check out the details.2
Aid For Victims of the Maui Wildfires
Earlier this month, several wildfires destroyed areas of the island of Maui, including the community of Lahaina. The disaster has been described as the worst seen by Hawaii, and the deadliest wildfire in over 100 years.
Over 2,200 structures were damaged or destroyed in Lahaina alone, and 96% of these buildings were residential. Damage has been estimated at about $6 billion.
If you or your office plan to contribute to assist Lahaina residents, many who have suffered total loss of their home and possessions, NAR's REALTOR ® Relief Foundation is inviting members to contribute. You will also find a list of charities contributing to Maui's recovery at this Good Morning America site. Donations to help pets and their owners may be made online at the Maui Humane Society website.3
Builder Sentiment Slides, Buydowns Increase
Earlier this year, the shortage of existing homes for sale was good news for residential builders. However, rising mortgage rates are affecting potential buyers and taking the steam out of the home building market in some areas.
Builder sentiment in the market for newly built homes dropped 6 points to 50 in August. This is the first decline in seven months and the lowest level since May 2023. Any score over 50 is considered positive.
The index is divided into three components. Here are the latest scores:
- Buyer traffic took the biggest hit, dropping 6 points to 34.
- Current sales conditions fell 5 points to 57.
- Sales expectations for the next six months fell 4 points to 55.
Regionally, on a three-month moving average, builder sentiment in the Northeast rose 4 points to 56. In the Midwest and South, sentiment was unchanged at 45 and 58, respectively. In the West, where housing is most expensive, sentiment fell 1 point to 50.4
Don't Get Lost in the Keyword Shuffle
Composing your own web-based marketing messages can be difficult unless you're analyzing which keywords are bringing the prospects to your page. Some keywords are tempting to use when you're describing your talents, but they're so overused that they perform badly in searches. Here are some common phrases and why you need better, more convincing ones.
Top Agent (or REALTOR). When you Google this phrase, with or without your city name, you'll get hundreds of hits...and yours probably won't be on the first page. Also, what does "top agent" mean? Are you the highest-earning producer, or do you have the top closing ratio? Are you invited to more networking events than anyone else?
Your Neighborhood Specialist. Again, there are many specialists out there, and several agents can claim to specialize in the same area. Unless you can supply proof, including live listings and consumer-focused descriptions of an area's assets, it's best to avoid this claim.
Top 1% of Agents. This can go wrong in several ways. Consumers will have the same problem as the Top Agent claim. They won't know why you're #1. Also, there are negative connotations you may not have realized. If you describe yourself in this fashion, some prospects will assume you're too busy for them, or aren't interested in anyone without a seven-figure budget.
Highest Customer Satisfaction. How did you measure this? Ideally, you should be able to link to positive customer testimonials from clients who have given you permission to use them in your marketing. If this was an honor from another business, such as a builder, it's best to save it for later.5
Sources: 1propertyspark.com, 2nar.realtor, 3nar.realtor, 4cnbc.com, 5theamericangenius.com
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