In order to be a successful broker today, you MUST take advantage of all the available technology – and you SHOULD provide your agents with the best options. Some technology, however, is more valuable and offers an immediate benefit. Recognizing the lifestyle choices of your target market (listings, buyers, commercial, etc) is the first, and likely most important, step in determining what your target responds to, and how you can generate genuine interest in your property listings and create long term customer relationships. FACT: Your prospects probably have a smartphone. 182 million US consumers have smartphones. FACT: Top producing brokers are taking advantage of smartphones in their real estate broker marketing.
What Do Agents Say About Broker Provided Tech?
- Tech is Most Valuable Service Provided by Broker 22% 22%
- Broker Provided Tech is Lacking 22% 22%
- Brokerage Provides Best Available Tech 31% 31%
- Would Change Brokerages for Better Tech 32% 32%
Create a pass for a property listing, agent or broker information, or to promote other services that you offer prospective clients.
Show prospective sellers their home on iPhone as part of your listing presentation and get more listing contracts when property owners see that you and your agents are using new technology to get them top dollar in short order!
Passes drop into iPhone with two clicks – using Passbook (Wallet in iOS9), so every iPhone is compatible WITHOUT the user downloading an additional app!
Add the URL to digital collateral – single property websites, other web pages, social media, search engines, landing pages or blogs. Add the QR code to your printed materials for rapid scanning.
Transform a pass into new material with just a few clicks – update to an agent or brokerage pass, swap one property for a comparable property in just minutes, then push the notification to interested buyers and agents.
Passes remain in the iPhone until the user deletes them, and will travel from one iPhone to another via the cloud.
Add geo-location notifications and prospects will receive your message when they drive or walk by the property. Use iBeacons at open houses for additional messaging options.
Passes update to the lock screen in real time to let prospects know when there’s a status change on a property such as price reduction or offers received.
What makes a successful brokerage?
Brokerages with high agent retention rates share these common practices:
- Help generate new leads for agents
- Offer agents tech tools to increase listings and sales
- Train agents on how to use new tech to increase productivity
- Offer agents the opportunity to grow their business
- Support agents in their desire to learn how to be more productive
The Internet is Eating the World…
With today’s explosion of new technology, real estate brokers and agents are finding the need to adapt to new technologies and implement them quickly and efficiently. Kim Stuart, one of the co-founders of this site, recently updated her personal blog with this entry –
Obviously there are brokers who do a GREAT job of providing service, but there is so much more to it than that in the current technological landscape. Throwing up a website that has a few pictures and a link to the local MLS is NO LONGER ENOUGH. Getting a bargain basement site design that incorporates a bad IDX design doesn’t work either.
The best real estate marketing websites are already out of date if they do not contain a responsive, mobile element (and Google knows this).
Mobile engagement, specifically mobile customer engagement is not the wave of the future. It is the way it must be done today. Right now, your prospects are searching for open houses using their iPhone or Android, or perhaps their iPad — while they are driving around in their car, heading to the first open house of the day. The best real estate marketing web sites have continuity across the desktop/laptop and with smartphones, tablets, and yes, wearables, like the Apple Watch. Contextual messaging – this should be the first priority when looking for real estate marketing platforms. Are you able to determine where a prospect is and send relevant messages to their iPhone or iPad while they are looking at properties? Can you suggest alternate properties in their price range, in comparable neighborhoods, once they have left their home or your office? Are you able to push relevant information about a property they are viewing while they are standing in their potential new home? Solid real estate broker marketing strategies must include this ability. If not, prospects will make a connection with another real estate broker or agent who can do this, and they will end up with the sale.
“Always On” Updates to iPhone
The ability to update in real time as property listings change is a relatively recent, but presents a super important opportunity to really connect with prospects and to property owners who have listings with you. If a property you’re listing receives an offer, pushing an announcement to other interested prospects and agents — letting them know there has been an offer, and giving them the chance to counter – IN REAL TIME. This demonstrates a use of technology that generates excitement and interest for everyone – much more so than sending out emails or contacting other agents to spread the word. Open rates for lock screen messaging are currently 15X better than stand alone email campaigns.
Simple Method for Real Estate Broker Marketing Lead Generation
Great, you’re likely saying at this point! But HOW DO THE PROSPECTS GET THIS INFORMATION ON THEIR PHONE?!?
That’s right. Two. There’s zero need to create and produce an app (and if you’ve got any experience with apps, you KNOW how hard it is to get people to use them more than once) — that’s a marketing cost that produces a negative ROI. Apple Wallet (formerly Passbook) is a native app – meaning it is designed and maintained by Apple, NOT BY YOU. Consumers always have up to date versions, they have security and privacy at the top level, and the technology works. Without any additional effort on your part. When you include a link to the property listing pass on your real estate website, or in your email marketing to existing clients, prospects and cold marketing efforts, you immediately turn this potential buyer into a HOT PROSPECT. They demonstrate an interest in your property, and you gain the ability to communicate with them in real time.
Referrals are simple – two taps on my iPhone, and two taps on yours! Passes can be shared with an unlimited number of people, using AirDrop, email, Messages, and more. Remember, EVERY iPhone running iOS6 or higher is Passbook (Wallet) compatible while you’re reading this – Test a pass on your iPhone – Click Here to Test ( https://d.mbwl.co/AqBxtP2bI) – if you’re browsing this page with an iPhone, click for immediate installation. If you’re using an iPad or Mac desktop/laptop, click and Continuity will kick in and save the pass; Android users follow screen prompts. Or scan this QR code with the Passbook app on your iPhone to see how the print access version works.
Include these links in your social media or search marketing, add the QR codes to any other print media advertising for agents that you produce (or give them the links and codes for their materials). Prospects add the property listing to their iPhone in two clicks. Once they’ve added the pass, 90% of people do not delete them. You can update the listings, send out notices of offers, price reductions or additional information. Once the property is taken out of inventory, you can update the passes with new listings in comparable areas, convert the pass to a “business card” or send educational or other promotional updates via the back of the pass. Include live links to your real estate website, offer giveaways or other incentives directly from the pass, and more. Passes are updated in real time. So your information is pushed to the prospect as soon as you have updated. Apple Watch owners get the updates directly to their Apple Watch. iPhone owners get the information, including the live links, immediately, including lock screen notifications.