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5 Strategies for communicating with your future business

Think ahead and communicate with your future business. It will pay dividends in the years to come and set you up for success.

The real estate market is ever-changing and never more so than today, thanks to low inventory, increasing mortgage rates, and economic uncertainty. But mid-year forecasts are indicating that things will ramp up, unleashing a big wave of purchasing power shortly.


So how are you communicating with your future business?


It’s an important question, not only now, but any time sales slow. Agents tend to focus solely on the business in front of them, without investing any time or resources into building a pipeline for the future.


When business slows, they pound the pavement looking for people to enter the market immediately. But we know it doesn’t always work that way. Buying, selling, and moving, are all significant decisions that people generally work up to over time. They are decisions that require a lot of thought, a lot of data, and the support of a trusted professional.


That’s why agents should approach communicating with their sphere of influence as speaking to their clients of the future. With that in mind, what do these people in your network need to hear from you to convert them into clients sometime in the future? Here are a few things to focus on.


1. Be consistent

Keep in mind when, how, and what you communicate. You should connect with your sphere regularly. You should communicate, confidently, and concisely. You should stick to a consistent message across all of your communication platforms, e.g. email, direct mail, social media, and in person.


2. Lead the conversation

Too often, consumers are left to make sense of varying and sometimes even contradictory news reports. The goal in communicating with your sphere is for you to become the leading authority on the real estate market in your area. You then position yourself as the go-to person for leading someone through a confusing market landscape — whether it’s the person you are directly communicating with or someone to whom that person refers you.


3. Lean on data

There is a treasure trove of relevant statistics and data points in your local MLS. I just hosted a session for our agents on how to mine data from our MLS. We looked at things like Days on the Market, the List Sale Ratio, Average Sales Price as well and Median Sales Price. We then looked at these data points over time to determine the trend lines.


We also looked at data not captured in the MLS such as multiple offers. Based on our company’s market share, we can get a pretty solid picture of what’s happening in the entire market by looking at our company sales data.


Using data points as the basis of your messaging to your sphere is a powerful way to build credibility and manage the expectations of your future buyers and sellers. At the end of the day, data doesn’t lie, which makes you a trustworthy counselor.


4. Aim to serve

Think about what information people need to become future clients. This can be information they don’t even know they need. Adopting a service-based approach and providing something of value to your sphere is a powerful way to position yourself. It says I care about you, even if you aren’t my client now.


A la gente siempre le encanta saber cuántas casas en su vecindario están listadas y cualquier característica especial de la casa a la que no se pueda acceder fácilmente. Les gusta conocer las tendencias en remodelación que podrían aumentar el valor de su hogar. Aprecian escuchar sobre formas de aprovechar al máximo su hogar actual. También serán muy receptivos a cualquier consejo sobre cómo maximizar el valor de su casa.


5. Perfeccionar lo personal y lo profesional

La mayoría de los agentes inmobiliarios tienen muchas relaciones personales en su ámbito. Los agentes exitosos han descubierto cómo pasar de ser un conocido personal a un asesor profesional construyendo una relación que se centra en el valor que aportan como amigo y profesional de bienes raíces. En gran parte, esto se construye estableciendo su experiencia, su dominio de los datos y tendencias del mercado y su voluntad de servir.


Cualquier cosa que esté sucediendo actualmente en el mercado eventualmente cambiará. Trabajamos en un negocio cíclico. Pero lo que nunca cambia es la necesidad de centrarse no sólo en el negocio que tiene por delante, sino también en el negocio que tiene por delante.


Hablar de tu futuro negocio es como contribuir a tu cuenta de ahorros. Cada vez que te conectas, pones un poco más en el “banco” de tu futuro negocio y de tu éxito futuro. Invierta ahora y disfrute de los dividendos en el future.


By Gavin Payne



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