Know about market updates

Communication key to success in high-tech world

SAN DIEGO – Nov. 17, 2015 – Realtors® who want to generate more business should deliver meaningful information to consumers quickly and in a conversational way. Effective communication positions them as credible real estate experts and ultimately leads to more business, according to a digital technology and lead generation forum at the 2015 Realtors Conference & Expo.
According to Celeste Starchild, vice president of Move and general manager at ListHub, a majority of consumers today are “digital natives.” These potential buyers – mostly from the millennial or Gen X generation – have been around technology their entire life and don’t remember a time when the Internet wasn’t readily available. As time goes on and technology evolves, she says there will be increasingly more people who don’t know how to do business without going online first.
“Consumers want immediate responses from their friends and family via email and texting. Realtors risk missing an opportunity with this important buyer demographic if they aren’t responding in a timely, informative and personable manner,” said Starchild.
Be visible online
Starchild said it’s important to focus advertising efforts on performing websites like, and utilizing search engine optimization to ensure that a Realtor’s name and brokerage show up at the top of the list on search engine sites.
“Search engine marketing drives high quality and high volume leads,” she said. “If you have the budget, you can pay for the right to have your name and business visible to practically all consumers looking for an agent online in a specific location.”
Predictive advertising efforts on social media – especially Facebook – can also be a successful and cost-effective marketing tactic. Starchild described scenarios such as marriage, job relocation and child birth as home purchase drivers that Realtors can take advantage of by having an ad with their information appear on the right side of a potential buyers’ Facebook page.
“Reaching the right consumers at the time they’re most ready to buy is powerful and effective,” said Starchild.
Practically every interested buyer or seller will search online for information about a Realtor and likely read reviews before contacting them, Starchild said. What comes up in those search results is what consumers will use to determine whether or not to reach out.
“It doesn’t matter where on a search list a Realtor shows up if they don’t have an updated profile with a professional headshot, listed contact information and a few client recommendations,” she advised. “Failing to do so will ultimately lead to missed business.”
React quickly
If a potential client requests more information about a listing, a Realtor can increase their contact rate as much as 900 percent by responding to leads in the first five minutes, according to Starchild’s data. It doesn’t matter if that contact is personal, only a few sentences or even through an automated message with a promise to follow-up quickly, that initial communication is crucial.
“Consumers are looking for facts and they want them now. How you respond and interact with them influences their decision on whether or not they’re your client forever, or they’re on to the next one,” said Starchild.
© 2015 Florida Realtors®
Source: Florida Realtors Feed

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