Marketing to Real Estate Agents

25 replies
Hi

I've been working like a demon posting high-quality posts to various big-traffic real estate forums, networks and blogs, a little bit of adwords, and a couple of facebook ads. I think my site looks ok but I'm not getting any significant traffic, and so far not a single person has signed up (I've been working this 12 hours a day for 7 days).

I can see that in at least 2 of the forums I've posted on, some paid posters have basically regurgitated pretty vague and meaningless rambling (often semi-literate) just to get someone's links showing up first. I'm thinking I should cross those forums off because I can't get any traction there?

Now I'm beginning to call through the phone book to get permission to send an email flyer to the various real estate offices in my city.

If anyone has time to give their 2 cents worth on what you think is the most effective way to reach real estate sales professionals online (I can see that I can purchase huge lists very cheaply but didn't want to cop a hiding over spamming so I've avoided that), and maybe even check out the site and be brutally honest in ripping it to shreds if necessary?

Warm wishes
Christine

PS: I notice I can't post a link here because my messages say I've posted less than 15 posts. Over the years I've been a member of warriorforum I'm sure I've posted more than that so I'll add it here: more-listings dot com.
#agents #estate #marketing #real
  • Profile picture of the author artwebster
    I'm very sorry but I don't see much relevance of your site "more listings dot com" to the real estate market. Maybe that is your problem?
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  • Profile picture of the author trafficguru
    I am also interested in learning additional ways to reach real estate agents in my city. Anyone know the best method for this?
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    • Profile picture of the author AndrewCavanagh
      You are really wasting a lot of time and energy.

      The simplest way to market to a real estate agent is to drop in and see them in person.

      If you have an idea that will help them make more sales over 75% of them will be open to hearing it.

      If you don't want to start completely cold then start by talking to any real estate agents you know and any real estate agents your friends know.

      (If you have a friend who's bought or sold a home and they call their agent and tell them you have a great idea that they think will help them...they're going to talk to you...it's as simple as that.)

      Kindest regards,
      Andrew Cavanagh
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  • Profile picture of the author lowjo
    Hmmm, First I could see your site struggling to convert visitors.


    I mean it is nice to look at for sure but it could do with a clear message, a precise offer which gives the real estate agent an obvious benefit.


    Nothing on the page is coming out at me and saying "Get 25% more listings without wearing holes in your shoes door knocking, wasting money on flyers and cold calling"


    What are you offering?


    In fact your optin is for a free training course right? But that is in smallish yellow print I've really got to dig around the site to figure out what you do.


    What is the big benefit...faster and easier are the most compelling words on the page.


    As an agent do I really care about fun or thrilling...maybe...but I'm guessing they want to make money, they want to list better quality homes, they want to sell those faster, they are sick of spending all those sunny weekends stuck at open homes showing all the curious neighbors around a home they won't buy.


    I'm not trying to pick holes in anything you're doing here I'm just putting on my salesman hat here and trying to get you to think about it from the point of view of a tired, busy agent who landed on your site with no patience, no trust for you and in about 2 seconds I'm gone....


    Best way to sell to an agent (or anyone) is to tell them exactly what they want to hear, itch that scratch that is bugging them and pretty much tell them to take action right now!



    And as Andrew said this is a group that respond extremely well to face to face chats and even phones...that's how they make their living after all.




    I'll take off the copywriting hat now.


    If you've got a good offer and a good course then I'd consider actually approaching the forum owners and trying to make a deal or find someone who has a successful product in that market and see if you can't JV.


    Just start talking to the people that can reach these guys.


    I'd look at that avenue and also direct mail offer sending them to your course, start calling some agencies.


    In fact it may be worth doing a couple of free workshops at an office or two just to get the name out there...old school networking. Just keep driving them back to your site.


    At the end of the day your forum posts, your site, any marketing and sales you do will still need to have a strong sales message.




    Now doesn't have to be a long copy full on 20 page sales pitch but somewhere you need those classic sales elements.


    Cheers,

    Jonathan
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    • Profile picture of the author Suthers
      Dear friends

      Thank you so much! I'm so grateful for the "no mincing of words". I'll get into action on these points right away, including visits to agencies. You've save me a lot of wasted time and energy.

      Warm wishes
      Christine
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  • Profile picture of the author jtormey
    "More easily"???? Get English.

    Font is awful, colors are hard to see, and you only imply it's for
    realtors...tell them who it's for!

    You need to have more "What's in it for me" to get them to sign up.
    Free demo or something like that.
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  • Profile picture of the author lowjo
    Hi Christine,

    Just dropped back in to check out the site and it looks so different.

    It is a lot clearer and no squinting or digging around required to find your course and why that lead form is there...or why the heck I'm there!

    Nicely done and I hope you see a big change in your success with that site. Apply similar principles to all your advertising and you'll be smiling.

    To really nail it keep finding ways to make the message stronger or clearer and highlight the benefits...then test different things. I'm not saying it isn't already there but you never know for sure without testing.

    But seriously good job on taking some advice, some of it reasonably blunt, and getting to work. A lot of people just spit the dummy and take it personally and when it comes to playing this game your attitude gets you going places.

    Best of luck,

    Jonathan
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  • Profile picture of the author TommyBoy
    I have some real estate clients and all I did was email them. They are some of the best clients for offline consulting. Just go to google and type in "your city realtor" then click on "more results near your city" in the local business listings. I have a feeling that the "door to door" method is not something most people would be willing to do. I would resort to robbing banks before I did that...

    Real estate agents are more likely to have an an actual email address listed than many other types of businesses. I normally skip those that only offer a form.

    Offer something free that has value and tells them how to get more traffic or business. And don't send as an attachment but as a link even if it is a PDF. (yoursite.com/report.pdf)

    Figure 50 to 100 emails for one new client if you have a strong offer and can answer questions to their satisfacton. Leave a phone number but also invite them to "write back".

    Tom
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    • Profile picture of the author mrcouchpotato
      My brother is a real estate agent and he's always telling me he gets bombarded every day with telemarketers saying they'll get him more leads, or they'll put him on the first page of google, etc. etc. He's actually become numb to it and immediately gives them a "no thanks".

      Same goes with emails. Most hit the trash folder.

      Times are tough in the real estate market now so most agents no longer have deep pockets.

      One thing you may want to try, however, is talk to your local brokers. Most have a sales meeting each week and a lot of times there will be guest speakers who come in and give their dog and pony show. You could try to get into one of those so you can talk to a bunch of agents at one time.
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      • Profile picture of the author businessmatt
        As mentioned above, the real estate market (both for agents and buyers) is extremely saturated with courses, seminars, books, etc that have all of the "secrets" to making more money. Most of them are pretty basic stuff, and, quite frankly, crap. A course that has actual value would stand out like a sore thumb.

        Realtors, in particular, are very good at sales, marketing and networking, and this is how they get the majority of clients. What I see when I look at your website is a very tired attempt at trying to stand out. If you truly have a system that can triple a realtor's listings, your site needs to reflect that, and I don't see that. Keep in mind, your target market is already highly trained in what you are offering them. If you don't stand out as being exceptional, they won't give you a second glance. You need to sell to them, and convince these guys why YOU are a better salesman than they are. You can't do that by telling them, you have to actually sell that idea to them, which means...you need to be a better salesman than they are.

        I would highly recommend hiring a marketing professional to go over your website with you and help you to give it that shine that it absolutely must have in order to be succesful with your target market. They won't come cheap, but it will be worth it. I think the design and layout of the site are fine, but the content does not convince me that you can teach me how to be a better realtor.

        Hope that helps, good luck!

        Matt
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        • Profile picture of the author Kay King
          The site isn't even indexed yet. The domain is only 6 days old. I can access it with the address bar but not with search.

          You'll need to disregard answers from those who are not in Australia as real estate is handled quite different from one country to the next.

          It wouldn't fly in the US unless you could present it to brokers (head of the office) as training for all agents or to give a presentation in weekly or monthly meeting. And those would need to be in person. Don't know about AU.

          kay
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        • Profile picture of the author Suthers
          Originally Posted by businessmatt View Post

          I think the design and layout of the site are fine, but the content does not convince me that you can teach me how to be a better realtor.

          Hope that helps, good luck!

          Matt
          Thanks Matt! I designed a program some time ago that overall had an average increase of 598% commissions in 90 days. The trebling of listings in 30 days was something that happened with just one little tweak from NLP. Frankly I can explain that in about 2 paragraphs, but if people don't learn to do it correctly, it doesn't work. They'll read my "proof" and try it out, and fail, and conclude I don't know what I'm talking about.

          Or, they may use it unethically and find that it decreases their referral ratio and blame me for that also.

          It just seemed fraught with problems.

          I'll definitely dwell on your advice and see what I can do with this.
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    • Profile picture of the author Suthers
      Tommyboy, thanks for feedback on your own experience. I have a lot of email addresses but thought I had to phone through first to get permission to send.

      Did you do that? Or take a chance that since it was an interesting/valuable offer that no-one was going to be offended?

      Best wishes
      Christine
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      Knowing is not enough, we must apply. Willing is not enough, we must do. Bruce Lee
      Using word-of-mouth in the real world to create online profits for the long term - http://www.the20minutesystem.com

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  • Profile picture of the author TheMagicShow
    I have a real estate agent hounding me for months, for me to do his marketing. He wants, to do a performance based/profit system and he has been turned down.

    If you want to work these people, give them a taste of what you can do for them by... seeing them in them in person and giving them a free consultation. If they bite, then you got a client, if they bark..walk away and seek a new one that might work with you.

    You have to show them some proof, to get their business. Send them a physical letter that, looks like a friend you'd send to a friend. In that letter tell them you are giving away a free 30 min-1 hour consultation.

    After they take you up on your offer, go to their office and show they the greatness you posses, and then make a deal with them that pays you good money.

    These people need marketing, they are lost in the offline world and online is greek to them. You can use your online skills to w-o-w him/her.

    Good luck!
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    • Profile picture of the author Kay King
      I have a real estate agent hounding me for months, for me to do his marketing. He wants, to do a performance based/profit system and he has been turned down.
      If you want to see wild ideas from newbies - real estate comes in a close second to IM. Don't know where the agent is located but in the US most states have laws that would prohibit what he is proposing.

      A commission system IS performance based.

      Newer real estate agents are a lot like new salesmen online or anywhere - they try to come up with brand new ideas when what works is what the successful people are doing in their field.
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    • Profile picture of the author Suthers
      Originally Posted by Magic Mel View Post


      You have to show them some proof, to get their business. Send them a physical letter that, looks like a friend you'd send to a friend. In that letter tell them you are giving away a free 30 min-1 hour consultation.

      After they take you up on your offer, go to their office and show they the greatness you posses, and then make a deal with them that pays you good money.

      These people need marketing, they are lost in the offline world and online is greek to them. You can use your online skills to w-o-w him/her.

      Good luck!
      Thanks for this Magic Mel. It's true that I've found these guys aren't really in the online world. So yes, I'm shifting back to offline methods in order to draw them online.
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      Knowing is not enough, we must apply. Willing is not enough, we must do. Bruce Lee
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  • Profile picture of the author Loren Woirhaye
    Your "Goodie" offer probably doesn't resonate with them. They
    don't want to spend their time reading your report and they
    don't want to get email from you.

    Put yourself in your prospect's shoes.

    Some niches are much harder to convert visitors into email
    leads. Some are easy. It doesn't mean the hard to crack
    ones aren't worth competing in, because the leads may
    have higher value because they are subscribed to fewer
    competitor lists.

    If you go on Twitter every 20th person who follows you
    is a "real estate investor" looking to "network" or be "friends".

    There's a lot of noise in the real estate niches. The people
    in it think they are pretty smart. They may be hurting
    but they'll blame the economy, not their own passe skill sets.

    You'd do well to put together some real serious direct
    mail package, perhaps a self-mailer with a CD. Expensive,
    still way cheaper than Fedexing, but gets attention.
    Restaurant marketer Rory Fatt does great mailings if
    you're looking for examples.

    As Cavanaugh says though, you can get a lot farther, faster
    by just dropping in for a chat. You'll not only get to assess
    who has money to be your customer, but what kinds of
    problems real estate people are frustrated by in your local
    market and the specific language they are using to describe
    their problems
    - which can be regurgitated back at them
    in your copy and teleseminar scripts.

    ###

    I went back and found your site.... it's pretty dull. Your
    copy lacks specificity and appears to make unfounded
    promises of easy success. Pure hype.
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    • Profile picture of the author Suthers
      Thanks Loren, all points taken on board. However I do assure you that there's no hype, and no unfounded promises. I've been developing and running evidence-based training programs most of my 36-year career (I'm 54 years old, well, for another few months anyway :-) So although I'm pretty useless in the IM world, I have a few skills in other areas.
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      Knowing is not enough, we must apply. Willing is not enough, we must do. Bruce Lee
      Using word-of-mouth in the real world to create online profits for the long term - http://www.the20minutesystem.com

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      • Profile picture of the author Suthers
        Just wanted to give an update. It looks like the changes to the web site suggested by you guys have instantly been very effective. Yesterday about 5 signups, and today already (half way through the day) 8. Plus 12 members on my Facebook group. Looking at the emails, they look like bona fide people.

        Thank you again, this is a great start for me!

        Thank you again!
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        Knowing is not enough, we must apply. Willing is not enough, we must do. Bruce Lee
        Using word-of-mouth in the real world to create online profits for the long term - http://www.the20minutesystem.com

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  • Profile picture of the author DennisM
    Hi Christine,

    You may want to consider building a town portal BUT for real estate only. You can get something ranked locally in a couple of days!

    What you do is open up a CPA account with someone like Commission Junction and look for an offer from maybe ReMax, Century 21, etc. Then make your portal header this CPA offer. You can then tell the local realtors "Hey, I have xxx on my site advertising. We need to talk"

    The trick is you may not necessarily be after the advertising on your portal. You just use the portal to gain credibility to the real estate agent that you're for real. I'm assuming you're trying to sell your offline services to realtors?

    You're really just trying to get realtors to talk to you. What's your story? Your story is this local portal which in theory, could be a simple Wordpress blog for starters.

    Good luck!

    Dennis
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  • Profile picture of the author TCrosby
    I think there might be an inherent problem with the crowd you are trying to target.

    I have a little knowledge in this subject because my dad has been a real estate agent for over 25 years.

    Most real estate agents are very face-to-face, hands on. Showing clients around, writing contracts, home inspections... all very physical, first-person acts. You may find that real estate agents don't jump into signing up for an online service unless they have a local person they know to identify it with.
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  • Profile picture of the author Heidi White
    You wanna know how to market to Realtors?

    Study these two guys:

    Todd Bates & Tom Ferry
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  • Profile picture of the author imon32red
    Here's my two cents.

    You are targeting real estate agents but your site is targeting sales professionals.

    There is nothing that makes you stand out above the competition, and there is a LOT of competition in that niche.

    Your site looks generic, plain and simple. This is a friends real estate site, Layton Homes for Sale | Joe Doxey. His site is up to date, user friendly and has a lot of bells and whistles. Your site does not. If I am a real estate agent with this website looking at yours, I am going to think that you are behind the times...

    I don't mean to be overly critical. This is just what came to my mind as I looked at your site. I hope that you can take it as constructive criticism. We would love to hear of any changes that you make that actually increase your sells.
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    I'm not selling anything.
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    • Profile picture of the author brseminars
      The interesting thing about the market you are targeting is there are only a few large and responsive lists and they are controlled by just a few people. If your course or whatever it is you are selling is good, the best way to break in is to find one of the few with the list
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      Make it a great day!

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      • Profile picture of the author Suthers
        Argggghhhh, just learned how to subscribe to a thread :-) And just now found these additional brilliant posts. Thank you guys, thank you, thank you, thank you. And now off to action! I will report back!

        Huge hugs
        Christine
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        Knowing is not enough, we must apply. Willing is not enough, we must do. Bruce Lee
        Using word-of-mouth in the real world to create online profits for the long term - http://www.the20minutesystem.com

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