You need to embrace this technology and use it to help more clients (and help your pockets grow, too)! I will break down what predictive analytics in real estate are, how you can use them, their benefits, and which real estate analytics software you can use to boost your business. Here we go! 

What Is Predictive Analytics in Real Estate?

Predictive analysis is a technique that uses data, statistical algorithms, and machine learning to identify the likelihood of future outcomes based on historical data. It involves analyzing current and past information to predict future events. 

In real estate, predictive analysis can help agents forecast market trends, identify potential buyers and sellers, set competitive prices, and make strategic business decisions. These real estate analytics companies pull together millions (if not billions) of data points from multiple sources to give you important insights. 

Common data sources include the following:

• Property
• Demographics
• Behavioral trends
• Event data (user-generated activity data from products, software, or websites)

Why Predictive Analytics Matters in Real Estate

If you’re a MARVEL fan, you may remember in Captain America: The Winter Soldier the scene where Jasper Sitwell gets kicked off the roof by Black Widow for information about Zola’s algorithm. Ok, we won’t be kicking anyone off any rooftops, but Zola’s algorithm is a great example of predictive analysis. It provided data on who to target, when to target them, and how to take them down.

The same concept is applied to PA in real estate. Imagine if you had a list of homeowners in your farm area who were identified via predictive analytics as highly likely to sell their homes in the next 12 to 18 months. Think of the time, energy, and money you could save by marketing specifically to those homeowners. You can make it work for you in your real estate business with a company that knows how to harness it.

Ok, let me give you some actual data to consider. One of our top picks, Offrs, provides 30 guaranteed leads in a chosen ZIP code every month, and those leads come with an astounding 72% prediction accuracy rate. Assuming that prediction rate, you’d have about 20 solid leads each month. The average listing commission is over $12,000. So, if you convert half of your leads, that’s $120,000. As Offrs says: It’s not magic; it’s math.

Benefits of Using Predictive Analytics for Real Estate 

Real estate predictive analytics is changing the game, giving agents and brokers powerful tools to understand market trends and customer behaviors. With tons of data and smart algorithms, this tech helps you make better decisions, market more effectively, and stay ahead of the competition. 

Using predictive analytics in real estate offers several key benefits:

• Accurate market predictions: Helps agents predict market trends, including which properties are likely to sell and when.
• Targeted marketing: Allows more accurate marketing efforts by identifying potential buyers and sellers, leading to better conversion rates.
• Improved pricing strategies: Assists in setting competitive sales prices based on data-driven insights rather than gut feelings.
• Enhanced customer insights: Provides a better understanding of customer preferences and behaviors, allowing you to personalize your services.
• Competitive advantage: Gives agents an edge over competitors who may not use predictive analytics.
• Increased sales: Ultimately leads to higher sales and revenue through more effective and targeted business strategies.

How Agents Can Use Predictive Analytics

Now that you know what PA is, why it’s important, and what the benefits are, it’s time to put predictive analysis to work for your business. While residential real estate analytics isn’t fully on par with the commercial side yet, we’re getting closer to seeing every agent, team, and broker using AI or data analytics tools in 2024.

Here are a few ways you can start to incorporate PA into your business practices: 

• Identify potential sellers
• Competitively price the properties
• Optimize lead generation
• Improve client relationships
• Predict future market trends

The Best Predictive Analytics Companies in 2024

Wondering which companies are at the forefront of predictive analytics in real estate? These companies are transforming how agents predict market trends and make informed decisions. If you’re considering integrating predictive analytics into your real estate strategy, here are some top recommendations for real estate data analytics companies that are reshaping how agents predict market trends, identify potential clients, and optimize their business strategies.

Take a look at some of the top players in the game.

1. Smartzip: Best for Sellers Leads

Pros It has easy-to-use CRM and dashboard. Smart Targeting product allows automated print marketing. It is easily applicable to an existing real estate farming strategy.	Starting Monthly Prices The company’s prices are based on the size of the geographic area you’re targeting. Prices start at $299 per month with a 12-month contract.
Cons Pricey—most Smartzip users spend at least $1,000 per month (or more). Leads are nonexclusive. It can take a long time to nurture and convert leads.

By combing through consumer data (from places like credit card companies), market data (from places like your MLS), and demographic data, Smartzip predicts which homeowners in your targeted region are most likely to sell. Realtors who sign up with Smartzip immediately get access to the Smartzip CRM, populated with “Smart Data” for their areas. 

Essentially, this is a list of all the property owners in your targeted area, ranked by how likely they are to sell their home in the next year and a half. Armed with this information, you can focus your outreach on only the most likely sellers, saving you time and money on marketing efforts and making your lead conversations more meaningful and fruitful.

Smartzip: Is It Right for You?

If you’re already investing heavily in real estate farming and seller lead nurturing, Smartzip is an excellent real estate predictive analytics tool for you. Since leads from Smartzip tend to take a little longer to nurture than traditional listing leads, you will need a solid keep-in-touch strategy. If you’ve got a good lead nurturing game in place, Smartzip is absolutely worth considering.

2. Offrs

Pros It is the same great Smart Data that sister company Smartzip is built on. Roof provides an entire inside sales and marketing team with no upfront costs. Unique ad tools help connect your analog and digital marketing.	Starting Monthly Prices It offers 30 guaranteed leads from one ZIP code for $299 monthly. This includes predictive sellers, an ad budget, a customized territory builder, and a lead capture page. If you want a larger target area, spring for the premium plan, which is five ZIP codes for $599 monthly. Offrs does not require a contract.
Cons Leads are nonexclusive. Leads take longer to convert than organic or referral leads. The Offrs Smart Data CRM isn’t as user-friendly as the Smartzip version.

While Offrs is owned by the same company as Smartzip, the actual product is very different. Both are built on the same Smart Data platform, but Offrs customers also have access to sophisticated and automated marketing and nurturing tools.

Plus, the Offrs Roof referral system is an added bonus. For a 25% referral fee, Offrs’ call center and email marketing team will initiate at least 30 touches in the first 90 days, starting immediately when a lead comes through. This makes the nurturing process even less of a lift, especially since about 67% of clients go with the first agent they speak with.

Offrs: Is It Right for You?

If you need automated marketing services, this is a platform you should absolutely consider. If you don’t need the more specialized lead types or automated marketing features, you’re probably better off going with Smartzip, with its upgraded CRM and user interface.

3. Catalyze AI

Pros It has high accuracy percentage. It offers exclusive, local leads. It has an easy-to-use, intuitive dashboard.	Starting Monthly Prices The two-tier pricing at Catalyze AI is relatively unique. The first tier is for properties valued over $1 million dollars, which is $450 per month. For $360 per month, you get leads on properties valued under $1 million. There are no contracts, so agents can subscribe month to month.
Cons Costs will add up if you subscribe every month over a year. It relies on excellent interpersonal and follow-up skills. Large radius may not work well for agents in urban areas.

Every year, hundreds of thousands of properties are inherited. Catalyze AI helps sort through all of the data points (over 400 million of them) to narrow these properties down to excellent leads. It is so excellent that it boasts that four out of 10 predicted leads sell within 12 months. Catalyze AI estimates this market represents $77 billion in property value each year.

I like that Catalyze AI offers leads within a 20-mile radius of your search area and that you can pay based on the value of the property: one monthly rate for properties valued above $1 million and one for below. And finally, and perhaps most importantly, these leads are exclusive, which makes them pretty darn valuable.

Catalyze AI: Is It Right for You?

Inherited property leads are fairly niche, and it takes someone with strong interpersonal skills to convert them, especially if the new property owner is recently bereft. It will also take patience and strong follow-up. That being said, this is a really strong market, and the leads are local, not outrageously expensive, highly probable to convert, and exclusive. Because it’s month-to-month, it’s definitely worth checking out Catalyze AI; it’s a company in the PA space that we’re excited to watch.

4. Top Producer

Pros It offers full end-to-end solution with top-notch lead gen, integrated marketing, and CRM. CRM helps prioritize PA leads and follow-up. It has excellent customer service.	Starting Monthly Prices Top Producer’s Pro + Framing package includes the CRM plus AI-powered farming and marketing starting at $399 per month. Pro + Leads includes the CRM plus social media leads starting at $429 per month. The baseline Top Producer product—called Pro—starts $129 per user, per month. The Top Producer Pro Teams package is $299 per user, per month. A Top Producer website is an additional $35 per user, per month.
Cons You can’t subscribe to just the PA solution. It lacks 24/7 customer support. It is not an option for agents who already have a CRM they like.

While Top Producer’s predictive analytics product, called Smart Targeting, isn’t far from what other PA companies are doing (in fact, its data is supplied by the same company as Offrs and Smartzip), it is unique to have the analytics as part of a larger lead generation and tracking ecosystem. There are some real advantages to having everything working together in the same place. If you’re using Top Producer, one of our favorite CRMs in the industry, to prioritize, track, nurture, and convert leads fed to your funnel by predictive analytics, you’re cooking with gas, as they say.

Top Producer’s biggest value is in its CRM, which allows a busy agent to rely on automatic follow-up with leads. It’s not cheap—in fact, it’s hard to tell exactly what Smart Targeting costs as it’s an add-on to the base price—but it is an exciting development in the industry. Synergy between all of your sales and marketing is a beautiful thing.

Grow your database with a steady stream of affordable, exclusive real estate leads from social media ads. Social Connect from Top Producer is designed to get you a high volume of leads and move them through your pipeline until they’re ready to buy and sell real estate. Connect with an average of 30 consumers interested in real estate in your local market for just $300 per month!

How Social Connect works:

• Digital advertising experts create and run social media ad campaigns on your behalf
• You get exclusive leads from your desired local area
• All leads are automatically nurtured via text and email on your behalf until they’re ready to connect, saving you time and effort

Top Producer: Is It Right for You?

If you already have a CRM that you love, Top Producer isn’t for you. You’re better off subscribing to Offrs or Smartzip and integrating it into your existing CRM. It’s only if you’re already using Top Producer or you want to make a CRM change that you should consider jumping in with two feet. Real magic can happen when all of your systems are not only talking to each other and working together, but also taking advantage of cutting-edge technology that can skyrocket your business.

Are you a lender or homeowner interested in hearing about other great predictive analytics tools that are easy on the wallet? Check out our review of Homebot to kick off your search.

Methodology: How I Chose the Best Predictive Analytics Companies

Our methodology at The Close ensures that our team of professionals, writers, and editors thoroughly analyzes each platform. We meticulously evaluate the features, usability, integration capabilities, performance, and affordability of the AI tools available for real estate. 

Even though our team has decades of combined real estate experience, navigating through the wild, complex, and sometimes confounding world of data analytics wasn’t easy. To make sure we were using objective measures, in addition to our educated opinions, we looked at these five key criteria to select our picks for the top companies:

• Affordability and value for money: Cost was an important consideration. We looked for tools that provided a good balance of features and return on investment.
• Feature set and functionality: We evaluated the range of features each tool offers and focused on how impactful these features are to real estate operations. 
• Usability and customer ratings: We looked for tools with intuitive interfaces, straightforward navigation, and comprehensive support resources. We want to ensure it can be easily integrated into an agent’s workflow. 
• Integration capabilities: Because so many tools are needed in the real estate industry, we want to ensure that an agent’s technology stack can communicate with other tools necessary for business. 
• Effectiveness and performance: We considered the effectiveness of each tool to make sure that it increased productivity and would achieve the desired outcomes that it promised. 

Frequently Asked Questions (FAQS)

What are the challenges of using predictive analysis in real estate?

What problem is being addressed by applying predictive analytics to real estate?

How do predictive analytics impact the real estate industry?

Bringing It All Together

Data analytics, and predictive analytics specifically, is an exciting, cutting-edge field that has the potential to completely shake up our industry. I believe that agents, teams, and brokers will see a serious ROI with the right data analytics tool. I hope this guide has helped narrow down the options and decide what might be the right company (or companies) for your business. 

Are there any predictive analytics companies serving the real estate world that we missed? Who should we include the next time around? Tell us in the comments below!

The post Predictive Analytics in Real Estate: Best Practices & Software for Agents appeared first on The Close.

Best Real Estate Apps

Don’t just download every app on this list. Start with three or four, and see what works best for your business.

1. Curb Hero

• Best for: Open Houses
• Cost: Free
• Available on:

When it comes to open houses, having the right open house app can make all the difference. One of this category’s top-rated real estate apps is Curb Hero, an innovative app that streamlines the entire open house process. Create professional-looking open house digital sign-in sheets customized with your personal branding, perfect for capturing visitors’ information for effortless follow-up.

One of Curb Hero’s standout features is its ability to provide real-time data and analytics on your open house performance. Track visitor traffic, see the most popular times, and gain valuable insights into your open house strategy. Plus, the app integrates with most CRMs, allowing you to easily manage your leads after your open house.

2. Zillow Premier Agent

• Best for: Lead Generation
• Cost: Free with Zillow Premier Agent membership
• Available on:

As much as we like to talk smack about Zillow and the accuracy of its Zestimates, they are still a powerful contender as one of the best realtor apps in the lead generation arena. It’s the most popular real estate website for consumers in the United States, attracting millions of eyeballs of potential homebuyers to its site daily. By becoming a Zillow Premier Agent, you tap into these vast pools of leads that will help you grow your business.

The app also offers a surprisingly robust customer relationship manager (CRM) that lets you import leads from outside lead sources. You can set up tasks, reminders, texts, and emails. If you sign up for the My Agent program, which makes you the only buyer’s agent your leads see when they search on Zillow, you’ll get a granular look at what your leads are searching for.

3. BombBomb

• Best for: Video Marketing
• Cost: Starting at $39 per month
• Available on:

Video marketing is the fastest way to connect with leads and turn them into clients. When it comes to apps for real estate agents, BombBomb is special. BombBomb compresses your videos, making it easy to create, send, and track your personalized video messages. Shoot a quick video, drop it into an email or text, and start making those connections right from your phone. Though it’s not specifically designed for real estate, it’s one of the best apps for realtors to build relationships on the go.

One of the best advantages of BombBomb is its seamless integration with your email marketing platform. You can create videos, save them in your BombBomb account, and then integrate them into your communications to streamline your marketing workflow. If you’re looking for the most powerful platform to harness the power of video marketing, BombBomb is a stellar choice.

4. Pivo

• Best for: 3D Tour Videos
• Cost: Free with $399 Pivo device
• Available on:

Pivo is a game-changing tool for agents. It’s an advanced, high-quality motion-tracking camera and a world-class photo editing app in one. Its standout feature is the AI-powered tracking that revolutionizes how you showcase homes. Create captivating videos for open houses, new listings, and your 3D home tours from within the app. This is definitely a real estate tech company primed to change the rules of the game.

The caveat is that you’ll need to purchase the Pivo system for $399, which includes the Pivo phone holder, which attaches to a camera tripod, and a remote. It’s a one-time purchase that gives you unlimited access to create as many videos as you like and store them in the app. Compared with traditional 3D home tour methods like Matterport (which can range from $350 to $600 per listing), Pivo can pay for itself with just one listing.

5. Canva

• Best for: DIY Design
• Cost: Free to $9.99 per month
• Available on:

Canva is my personal favorite go-to tool for all of my real estate design needs. It has revolutionized the way everyone, not just real estate agents, creates marketing materials. Its user-friendly interface and massive template library allow anyone to create stunning, professional-looking graphics for practically anything, including social media posts, flyers, postcards, and business cards. 

Canva has even added tons of real estate-specific elements—including icons, illustrations, stock photos, and prefilled templates—to help agents create the graphic designs they need. With Canva Pro, you can prefill your designs with your real estate brand colors, logos, headshots, and more. Canva gives agents the power to create on the go.

6. StreetText

• Best for: Paid Social Media Ads
• Cost: $160–$250 per month
• Available on:

If you want to generate leads from Facebook and Instagram ads without the steep learning curve, you might want to check out StreetText. This platform simplifies the complicated process of creating and launching complex ad campaigns that generate leads. The platform’s intuitive ad builder makes it easy to create eye-catching, professional-looking ads that stop the scroll. 

You get verified phone numbers, emails, and social media profiles that you can integrate directly with existing CRMs and email marketing platforms. And StreetText offers backend analytics, so you can keep track of what’s working and what’s not. StreetText is not cheap, but for the time and stress you save, it’s a bargain if you count on social media ads as a major part of your marketing strategies.

Organize your apps in a real estate-specific folder for quick and easy access.

7. Slack

• Best for: Group Communication
• Cost: Free to $15 per user per month
• Available on:

Slack is probably one of the most popular group communication apps on the market for team communication and collaboration. The user interface is so easy to use; with customizable features, integration capabilities, and an affordable price tag, what’s not to love? Slack offers a range of benefits that can help real estate teams work more efficiently and effectively. Slack also integrates with some of your favorite apps like Google Drive, Dropbox, and DocuSign to make your life much easier.

One of the most obvious benefits of using Slack is the centralized communication hub it provides, reducing email clutter and increasing responsiveness. Creating dedicated channels for specific topics, projects, or listings keeps team members in the loop easily without getting bogged down in lengthy email chains. (Aren’t they the worst?) Plus, Slack comes with a powerful search function that makes finding past conversations and files quick and easy.

8. Supra eKEY

• Best for: Lockboxes
• Cost: $15.85 per month
• Available on:

If you intend to be a successful real estate professional, you need to have this handy app on your phone. The Supra eKEY app is a must-have tool to gain access to properties securely and efficiently. As a mobile app that works with the Supra lockbox system, eKey streamlines the process of showing properties, managing access, and saving agents time and stress.

One of the key benefits of the Supra eKEY is its ability to manage access to properties. With a standard lockbox, you don’t have the ability to monitor everyone who enters your property. But with Supra, anyone who accesses the property is logged within the app, showing you detailed information about the visit. If you’re working with sellers, this is a great tool to show that you’re respecting their privacy and protecting their property.

9. Notion

• Best for: Organization
• Cost: Free to $15 per month per user
• Available on:

Notion is probably my favorite organization and productivity app. As an all-in-one workspace, it has gained a massive following in the past few years. One of the best features Notion offers is its flexibility and customization. Unlike many other productivity apps, Notion allows you to create a workspace tailored to your specific needs and preferences. Whether you need to manage a project, take notes, or create a database, Notion provides you with the building blocks and lets you create a system that works for you.

Notion also integrates with a myriad of other tools and platforms, including Google, Slack, Trello, and Dropbox, making it seamless to connect your workspace with other apps and services you’re already using. Notion makes it simple for real estate agents to manage the many moving parts of each transaction with databases, project boards, task management tools, and even collaboration tools, keeping tasks organized and preventing anything from falling through the cracks.

10. Forewarn

• Best for: Realtor Safety
• Cost: $20 per month
• Available on:

Realtor safety is a real concern for agents. Forewarn is a powerful tool to have at your fingertips. It allows you to quickly and easily grab background information on potential clients or property owners before meeting them face-to-face. Agents often work with strangers and visit unfamiliar properties in their day-to-day operations. However, Forewarn provides a critical layer of additional safety and security to help agents protect themselves in vulnerable situations.

Unlike traditional background check services, which could take days, Forewarn delivers instant insights agents can access from their smartphone or tablet. That means agents can quickly vet potential clients or property owners even if they’re on their way to meeting them. The app is designed to be intuitive and work easily with agents who aren’t tech-savvy. If you are looking for a reliable, efficient, and easy-to-use tool to protect yourself, Forewarn is worth checking out.

11. RPR

• Best for: Home Valuations
• Cost: Free for NAR members
• Available on:

RPR, or Realtors Property Resource, is a comprehensive real estate platform offering a wide range of tools and resources to National Association of Realtors (NAR) members. One of the biggest perks is that it’s now free for NAR members, making it an incredibly valuable tool for real estate pros. One of the standout features of this powerful platform is the Automated Valuation Model (AVM) tool, which provides the most accurate home valuations available outside of your own comparative market analysis (CMA). 

RPR also offers a wide range of customizable property reports, like home ownership history, mortgage information, neighborhood demographics, and market trends. The app has features like property search, GPS-enabled driving directions, and instant access to property and market data on the go. Dig deeper into market activity, key metrics, and insights on sales activity and pricing trends in your geographic area, giving you access to the data you need to feel confident as an expert in your community.

12. LoopNet

• Best for: Commercial Real Estate
• Cost: Free
• Available on:

Looking to get into commercial real estate or work with investors? Check out LoopNet. It’s the premier online commercial real estate marketplace with tons of tools and resources to help you access a huge network of potential buyers, sellers, and investors. LoopNet is home to the most extensive database of commercial properties, with more than half a million listings, including office space, industrial, and multifamily properties. 

You’ll find plenty of research and analysis tools giving you insights on property values, rental rates, and market conditions in specific areas or asset types. Also, LoopNet has networking and education resources to help you build your knowledge and expand your network. If you’ve been looking for a way to break into the commercial real estate market or just want to work with more real estate investors, LoopNet is a great place to explore and make some valuable connections.

13. Find My Device/Find My

• Best for: Sharing Your Location
• Cost: Free
• Available on:

Sure, the Find My apps, available on both Android (Find My Device) and Apple (Find My), are mostly known for their device-finding features. But for real estate agents’ safety on the job, the Find My apps are lifesavers. Turn on your location in this app on your phone when you’re working with clients, hosting an open house, or just when you’re out running errands, letting others know your location at all times. And the best part? These apps are free on your smartphone! (Try using it with your teenagers as an added bonus.)

These apps use advanced GPS technology to pinpoint your location with maximum accuracy, even in remote locations. That means if an agent ever finds themselves in a dangerous or uncertain situation, they can quickly alert their spouse, family, or coworkers and provide them with their exact location, making it easier for them to respond quickly and potentially save your life.

Honorable Mentions

As I was researching these real estate apps, I came across a couple of cool tools that are perfect for on-the-go that aren’t exactly apps. They work great on your mobile device—they just don’t have a dedicated app. But here’s an insider trick to get an in-app experience without an app: you can save your favorite webpage as a bookmark on your home screen. Visit the website you want to save and tap the share or menu icon. Tap “Add to Home Screen,” and voila! You’re ready to access the site’s content with one click. Here are a couple of great tools you can use on your smart devices in exactly that way.

14. Agent Crate

• Best for: Social Media On-the-go
• Cost: Starting at $29 per month

Agent Crate takes your social media posting to the next level. This real estate-specific software is uniquely designed to take a lot of the heavy lifting out of your online marketing efforts. With a focus on engaging, industry-specific content, Agent Crate makes it easy to post on the go, grab the attention of potential buyers, and build your personal brand online. 

Agent Crate features a vast library of content you can customize to fit your brand colors, logo, and design and post from anywhere. And, as with so many real estate tech trends right now, it has also incorporated AI into its platform, helping you get your posts out even faster.  

15. Agently

• Best for: Agent Coaching + Productivity
• Cost: $59 per month for agents, $279 per month for teams

Having Agently is like having your own personal real estate coach in your back pocket. With innovative tools to assist in onboarding, training, and productivity tracking, Agently gives brokers a leg up in keeping their agents moving forward and hitting their productivity and GCI goals while also supporting their professional development. 

One of the fun things you can do with Agently is set up agent challenges and contests. Give your agents some incentive to tackle tasks and reward them for their accomplishments all within the app. 

Methodology: How We Chose the Best Real Estate Apps 

As an experienced real estate agent, I have personally used at least a few of these tools in my real estate business. But even if I combined the experience of our entire team, I knew choosing the best real estate apps would be difficult. To make certain I was using objective measures instead of just my opinion, I posed these questions to choose the best real estate apps for 2024:

• Utility: Does the app address practical challenges agents already face in their businesses? Does it improve or streamline workflows, making your life easier, or does it create more tasks in your workday?  
• Pricing: Is the price worth the value the app provides? What is the return on investment (ROI)? Does the app or optional upgrade boost your efficiency or provide added access to leads?  
• Ease of use: Is the app easy to use and adopt into your busy work life? How much technical savvy is required to use the app? What is the learning curve? Is the app complex or straightforward and easy to understand? How user-friendly is the interface? Is the app intuitive? 
• Network Effect: Do other agents widely adopt the app? Does it receive positive customer reviews? Is the app’s adoption growing? 
• Stability: Does the app function smoothly with limited interruptions or crashes? Does the app have bugs or technical issues that need to be worked out?  

Our team regularly reviews and edits the articles on our site to ensure we provide you with the most up-to-date information. We pride ourselves on an independent editorial review process. Check out our complete methodology here.

FAQs

What apps do realtors use?

What is the best real estate sales app?

Which app is better, Zillow or Realtor?

How do real estate apps determine home value?

What is the best app for finding property?

Which site is best for selling property?

Bringing It All Together

What real estate apps do you use daily to boost your work efficiency, connect with leads faster, and close more deals? Do you agree with my list of the best apps for real estate? Which ones did I miss? Let me know in the comments! 

The post The 15 Best Apps for Real Estate Agents (2024) appeared first on The Close.

Agently Pros & Cons

My Verdict on Agently & Why You Should Trust It

With my extensive research experience in various real estate topics, I can provide readers with a thorough analysis of Agently’s platform and features—objectively highlighting its strengths and limitations. My commitment to honesty and transparency at The Close guarantees that my Agently reviews will provide valuable insights into your decision-making process.

Agently goes beyond traditional real estate management and lead generation platforms by offering robust coaching and training features to support brokerage owners and agents. With Agently, brokerage owners can streamline agent operations, including the onboarding process and training courses. 

This approach to agent development enhances productivity and fosters a culture of continuous improvement within small brokerages. Therefore, Agently is an ideal choice for solo agents or small teams searching for a modern, user-friendly solution to streamline their operations and empower their teams.

Agently Alternatives

While Agently is a great platform for professionals looking to maximize efficiency, other platforms better suit agents’ and brokerages’ budgets and real estate needs. Agents and brokers looking for budget-friendly solutions might feel like Agently is too pricey, and those seeking instant customer support might find that Agently’s support team takes too long to respond. Here are some alternatives worth considering.

Platform	Why It’s a Great Alternative	Learn More	Ready to Purchase?
	It’s a real estate company providing coaching, branding assistance, and a community of 80,000 agents.	No review yet	Visit Radius Agent
	It has a transaction management feature and can integrate with more platforms for a more efficient workflow.	No review yet	Visit Rechat
	It’s a customer relationship manager (CRM) that boasts strong automation and lead nurturing tools.	LionDesk review	Visit LionDesk

Platform	Why It’s a Great Alternative	Learn More	Ready to Purchase?
	It’s a real estate company providing coaching, branding assistance, and a community of 80,000 agents.	No review yet	Visit Radius Agent
	It has a transaction management feature and can integrate with more platforms for a more efficient workflow.	No review yet	Visit Rechat
	It’s a customer relationship manager (CRM) that boasts strong automation and lead nurturing tools.	LionDesk review	Visit LionDesk

Agently Reviews: What Current Users Think of Agently

There aren’t many third-party Agently reviews yet, as Agently is still fairly new to the game. However, the feedback from early users has been positive, with many praising Agently’s interface and features. While Agently may be relatively new, its growing user base suggests a promising future for this real estate management market player. Below are some Agently reviews:

Key Features of Agently

In this section, let’s take a closer look at Agently’s strengths and areas for improvement.

Agently Dashboard

Agently’s dashboard is a centralized hub for real estate brokers and agents to manage their activities efficiently. Upon logging in, brokers are greeted with a clean, intuitive interface, offering at-a-glance insights into engagement, training, accountability, and recognition. Solo agents, on the other hand, are welcomed with today’s tasks, challenges, their goal tracker on the right, and training courses assigned to them.

Agent Coaching & Onboarding

Agently provides comprehensive coaching and training features tailored to the needs of brokerage owners and agents. Through the platform, brokers can do the following:

• Create personalized onboarding checklists, guiding new agents through tasks such as downloading onboarding videos and documents, familiarizing themselves with brokerage manuals, and updating their real estate agent bios
• Upload and receive documents requiring agents’ signatures
• Provide access to various training materials, such as legal, marketing, and sales training videos
• Create coaching challenges to motivate agents and enhance sales productivity

Goal Setting

Agently offers goal setting and tracking capabilities to help agents achieve their weekly or annual goals. Agents can set specific goals, such as client acquisition milestones and sales targets. Team leaders, on the other hand, can monitor and ask agents how they’re progressing toward their goals. However, while agents can set their goals through the platform and monitor their progress, this can appear to be a competition among agents within a brokerage. 

The Hub

Agently’s Hub is a location for storing files, contracts, templates, and other assets, allowing seamless file sharing. It’s like Agently’s Google Drive, where teams can centralize important documents. Not many platforms offer storage, so this is an excellent feature from Agently.

AI Marketing Suite

Agently is a great lead generation tool for agents. Agents can get buyer or seller leads by creating video posts based on Agently’s topic suggestions or creating ads and posting them directly on social media. Additionally, I’m impressed with Agently’s artificial intelligence (AI) listing builder. This tool simplifies the creation of visually appealing listings by allowing agents to upload photos, which are then enhanced using AI algorithms. Afterward, Agently generates a comprehensive MLS description that is ready to be posted.

Agently Pricing

Agently offers transparent pricing plans to accommodate the needs of solo agents and small brokerages. If you have a limited budget as a solo agent, Agently can be cost-prohibitive. But if you’re a broker coaching many agents, you can ask your agents to pay a small charge to cover Agently’s monthly cost for brokerages or cover it from earned commission splits. 

Here are the features and benefits of each subscription plan so you can determine which best suits your business goals. If you’re still exploring other options, Agently offers a seven-day free trial.

Methodology

In my assessment of Agently, I conducted thorough research to ensure accuracy and reliability in the final evaluation. At The Close, we aim to guide real estate professionals in making informed decisions. We analyzed Agently’s platform, its pricing structure, features, user feedback, and reputation, and then based our Agently reviews on the following criteria:

• Value for Money
  • I reviewed Agently’s pricing, subscription plans, and whether it offered discounts or bulk pricing. 
• Features
  • I considered features such as its management dashboard, marketing suite, agent onboarding, listing builder, social media templates, and goal tracker.
• User Interface
  • I evaluated Agently’s user interface, customizability, and operation ability.
• Reputation
  • I examined Agently’s overall reputation and usability through verified user reviews.
• Help & Support
  • Phone, email, and live chat availability were assessed for real estate agents needing support.
• Expert Score 
  • The Close reviewed Agently for standout features, value for money, and additional considerations from a real estate agent’s perspective. 

Read more about our methodology here.

FAQs

How much is Agently per month?

Does Agently offer mobile accessibility?

Can Agently integrate with other software or platforms?

Bottom Line: Is Agently Worth Your Money?

Agently revolutionizes the way real estate brokers and agents work together. From agent management to helping agents acquire leads, Agently offers a comprehensive suite of tools to boost productivity and streamline processes. It provides essential tools for starting agents without overwhelming complexity. Additionally, Agently’s suitability for smaller brokerages lies in its tailored approach to real estate management. But while Agently excels in simplifying operations for smaller players in the industry, those seeking advanced functionalities may find other platforms better suited to their needs.

Your Take

At The Close, we’re committed to giving real estate agents solutions to your needs. Have you tried Agently? What do you think about it? We’d like to hear your Agently reviews—let us know in the comments!

The post Agently Review: Pricing, Features, Pros & Cons (2024) appeared first on The Close.

1. Intuitive AI Integrations are on the Rise (But With a Caveat) 

What I’m seeing from the conference 

Many companies incorporate AI into their platforms, especially for lead qualifying and nurturing. The AI is improving at mimicking human interactions, asking questions that make sense, and giving clients a more robust user experience. As much as agents feared incorporating artificial intelligence (AI) tools into their workflow, the sizable amount of data collected and delivered to agents will become too challenging to manage alone.

How will it impact agents in the field?

The idea is to help agents manage more significant amounts of leads so that fewer slip through the cracks. These lead gen companies are generating tons of leads, but agents need more time to work the leads through to the closing table. Most of these companies are trying to take the heavy lifting out of lead conversion to positively impact the ROI for agents.

My takeaway

I love this for agents! Working leads, especially the leads that are more than six months away from converting, is a huge time suck. Any company that can help agents convert more of their paid and organic leads is a partner in my book. 

In fact, one of the coolest AI iterations I saw at Inman Connect New York was ROOF from Offrs. Their  AI assistant does more than help you with leads. It will set appointments, segment your marketing audience, automate marketing efforts, track website visitors’ behaviors, and much more. Raia has a memory, so it can pick up a conversation even if your lead leaves the site and returns later. It’s pretty impressive!

2. Overproduced Videos Are Out 

What I’m seeing from the conference 

Many speakers at Inman Connect New York stressed the importance of authenticity in marketing. One element that was singled out is the overproduced videos we’ve seen so much of since video first took over social media. Kyle Scott, President of SERHANT Ventures, specifically said, “Raw is in” for 2024. Audiences are immune to the overly polished, overproduced content agents have created. It’s time to just get on camera, no makeup, hair in a messy bun, and show clips of you doing you in real life. 

Check out our video with Kyle here.

How will it impact agents in the field?

This trend is good news for agents. If anyone hesitates to get on video because they’re afraid it won’t be “perfect,” this is liberating. Your audience wants to get to know you so you can let go of the idea that you must look perfect and polished every time you get in front of the camera. 

My takeaway

I would love to see more agents take advantage of this easily accessible way of communicating with their clients and leads. Here’s the truth–you’re not used to seeing yourself while talking, but everyone around you is. So, let people like you for you. This rawness is how your audience is going to connect with you. We’re entering a new era where the old methods of trying to reach your audience will be taboo–no one wants to get into a legal situation over cold-calling or door-knocking, but that’s becoming a thing. So, now is the time to lean into this authentic marketing that lives online.

3. Closed Ecosystems Are Coming On Strong

What I’m seeing from the conference

In the past, I’ve pushed against these all-in-one ecosystems, called walled gardens, because I like having options. But more and more, companies are creating exclusive ecosystems, and agents are taking advantage of an all-in-one system that handles everything from lead capture and prioritization to hand-off when the lead is hot. These companies are, in essence, building an entire system that runs the back end of real estate agents’ businesses from end to end.

How will it impact agents in the field?

For agents who are not tech-savvy, these walled gardens are ideal. What’s great about them is they make things simple for agents. For example, companies like Zurple or Lofty start with an IDX website that gives users a positive experience to keep them returning. Then, it deploys lead generation strategies, nurturing, funneling from outside lead gen sources, and lead prioritization on autopilot within its built-in CRM.  

My takeaway

In my experience, agents typically aren’t great at follow-up or lead conversion. With the new AI integrations taking this lift, agents will see a higher return on investment from these platforms. My only issue is that for new agents just starting, the investment for this tech level might be a lot to take on. I didn’t close my first deal until I was six months in the business. Paying hundreds of dollars monthly for tech in my real estate business until that first transaction closed might have bankrupted me before I started. 

These walled gardens aren’t made for solo agents anyway. I talked with an agent at the conference about how things are moving towards more team structures, leaving solo agents out in the cold. One of the speakers, Mauricio Umansky, founder and CEO of The Agency, said that boutique brokerages will become extinct within several years.

4. Using Real Estate Technology for Transparency in Negotiations is In

What I’m seeing from the conference

I visited Final Offer, a real estate technology company to watch while exploring the vendors at Inman Connect New York. Final Offer allows listing agents to place their listings on the platform and track listing prices, best offer pricing, and seller terms to get the house sold quickly. A listing agent can share as much or as little information as they and their seller agree. Still, anyone who has favorited the listing will be notified when an offer is submitted, opening the floor for anyone else who may have been interested in submitting an offer.

How will it impact agents in the field?

One thing that has become painfully obvious is our clients, both buyers and sellers, have an innate distrust for our industry. As real estate agents, we are responsible for creating more transparency in what we do for our clients. This real estate technology trend is timely, with the real estate commission lawsuits still looming.  

My takeaway

This type of tech is the future of real estate technology. If clients demand more transparency in their real estate transactions, more tech that allows everyone to get on the same page in real time will enter the field. I love their platform and its ability to expose transactions, creating a transparency that has been touted as a needed shift in our industry. 

Your Take On Real Estate Technology Trends

Inman Connect New York was an exciting event, and I got to take in a lot. I love going to conferences, and if I walk away with one little nugget, something that I can take back and implement in my business, it is worth the investment. This year at ICNY 2024 I was blown away by all the amazing technology in real estate that’s being created to help agents build more relationships, increase their lead gen ROI, and close more transactions.  Did you attend Inman Connect New York this year? What were your takeaways? Let me know in the comments!

The post 4 Real Estate Technology Trends to Watch in 2024 appeared first on The Close.

The Close’s Top Picks for Real Estate Technology Companies

1. NEO (New Estate Only)

NEO is a listing service exclusively for new construction. It allows more sustainable marketing for property developers. Plus, it opens up the market to the international community. One thing about the multiple listing services agents currently use is it’s not an ideal setup for new construction. The days on market tend to hurt new construction as they languish in a system prioritizing the most recent listings. This real estate tech company showcases the listings’ unbuilt features instead of focusing on how long the home has been waiting for a buyer. 

Why NEO is on Our List

One of the coolest features of NEO is its ability to allow investors to use Bitcoin at the point of sale in the transaction. That opens many doors for home buyers from countries where Bitcoin is much more prevalent than in the U.S. I definitely see this as a real estate tech trend coming in the near future.

2. Lofty

Formerly Chime, Lofty is looking to dominate the all-in-one space, and it might have the chops to do so. Lofty is an all-in-one exclusive platform, known in the tech world as a walled garden. It now offers voice AI for phone conversations with your clients and leads. It’s scary and exciting at the same time. 

Why Lofty is on Our List

The Voice AI is a new feature launched ahead of Inman Connect New York. It receives real-time phone calls and interacts with leads and clients like a personal assistant. I learned it can make outbound calls, as well. So, when you need to contact a client about an upcoming inspection or set a showing appointment, you can relay that to your Lofty AI. That is wild!

3. Final Offer

Final Offer is a real estate tech company that keeps everything in a transaction open to sellers, buyers, and agents. Agents will have some control over how much people see on the platform. Still, when a home is on the market and receives an offer, the software will notify everyone interested in the listing that an offer has been submitted. 

Why Final Offer is on Our List

While talking with the ladies at the Final Offer booth, I couldn’t help but think that their product will become ubiquitous in the coming year. It creates a level of transparency that hasn’t ever existed in this space. And with the latest in buyer commissions, the distrust between buyers and agents, and lawsuits making their way through the courts, this could quickly quell some of the chatter. I can see real estate associations adding this kind of software to their menu of benefits to justify those Realtor association dues. And keep an eye out for more real estate tech companies entering this field with myriad ways to elucidate transactions.

4. Localize AI

Localized AI lives within the Localize OS family of services. It combines the power of AI for lead nurturing and follow-up with actual human interaction. The AI, Hunter, will immediately interact with a lead upon capture. But if the lead asks a question the AI doesn’t know the answer to, it refers them to someone, a live human, who can answer it. That person has a strong incentive to help agents get a client to closing by claiming a chunk of the commission. 

Why Localize AI is on Our List

I see the value of Localize AI, but it seems like an overreach to charge agents each month for this service and then take a 15% commission at the end of the transaction. Localize AI could be a major contender in the real estate tech company space, I just hope they get rid of the 15% referral fee.

5. Sphere

With Sphere, agents can use their iPhones to take a video of a listing. Then, Sphere will create an immersive walkthrough video for a fraction of the price of Matterport. It’s a new real estate tech company that could be a serious game changer for agents. We, as agents, know the value of a virtual walkthrough in our listings, but paying for a Matterport tour is expensive. 

Why Sphere is on Our List

I really enjoyed seeing Sphere in action! I love that Sphere could make this technology more accessible to agents who may not have the budget for the Matterport cameras. Sphere makes it super easy–all you need is your iPhone. The only caveat is that you can only use an iPhone 12 or later model. I only have an iPhone 11, so it didn’t work on my phone. But my coworker, Nick Thomas, has an iPhone 13, so it worked perfectly on his. If Sphere can roll this out soon, I can see them ranking as one of the top real estate tech companies of 2024.

6. HomeHQ.ai

The way HomeHQ.ai works is each agent and listing gets an individual AI bot. So, when a lead pulls up a listing, a chatbot pops up to represent the agent on the listing. The lead receives a friendly greeting, “Hi, I’m [agent’s name}’s AI assistant, and I’m here to answer questions about {listing address}. So, the lead knows it’s an AI bot, but the AI assistant engages in a conversation about the listing to help answer questions. 

Why HomeHQ.ai is on Our List

I was impressed with this real estate tech company. It’s not widely available yet, but it can be huge for agents once it gains traction. The thing I loved the most about HomeHQ.ai is the ability to analyze the marketing for the listings and then offer advice on how to improve it. I couldn’t stop reading the AI suggestions in the easy-to-read dashboard. The company designed the dashboard so the broker can see every listing and know what needs to happen to get the listing closer to being sold.

7. Offrs ROOF

What Offrs has that other AI chatbots don’t is that RAIA can engage in conversation with leads, summarize and score every interaction, and seamlessly integrate with existing systems sets. RAIA seamlessly integrates with your current system, feeds leads into your existing CRM, and identifies ones that need immediate attention. These features streamline the process from capture to close. 

Why Offrs ROOF is on Our List

I love that Offrs lets you build the system you want with tools you already love. There are tons of walled gardens out there.  But for the agents who have been with their current tools a long time, transferring your entire database to another system is a lot more trouble than it’s worth. And that’s not including all of the expertly crafted drip campaigns created over time. For those agents, accessing a powerful AI lead nurturing tool that easily integrates with your existing systems is pure gold. Check out our Offrs review for more information.

8. Broker Blocks

Broker Blocks scrapes thousands of breadcrumbs about your leads so you can provide a tailored experience as they make their way through your sales funnel. Agents can even send the most appropriate and likely-to-be-loved closing gifts based on the person’s personality, hobbies, likes and dislikes, etc. Say goodbye to generic closing gifts and hello to personalized gifts that indeed leave a lasting impression.

Why Broker Blocks is on Our List

Broker Blocks is still in development, but I had a chance to sit down with one of the founders, who showed me how it works. There are two things I love about what this tech does. First, it picks up in the middle of the sales process and guides agents and their clients through to the end of the transaction. It focuses on the point in the sale funnel where the lead is already hot and gives touchpoints for the agent to perform throughout the rest of the process. I love this because no one else is doing it.

The second thing I love is that it standardizes the process and does the heavy lifting mentally for agents. I can’t even begin to calculate the hours I spent trying to decipher what type of closing gifts would delight my clients. Data that tells me what my clients would like and what would be an appropriate amount of money to spend would have been priceless to me as an agent.

Your Take

One of my favorite things is attending conferences like Inman Connect New York and talking to the people behind some amazing real estate tech companies. I love seeing their faces light up as they explain how their tech will help agents in the field. I got to shake hands with these innovators and see their technology in action. 

These are just a few of the cutting-edge top real estate tech companies I got to check out this time around. But it’s by no means an exhaustive list. Did you attend ICNY 2024? Did you see some cool stuff I missed? Let me know in the comments!

The post 8 Real Estate Technology Companies to Watch for in 2024 appeared first on The Close.

Establishing a solid foundation for your brokerage is not just a recommendation—it’s the key to ensuring long-term sustainability. By understanding these nine potential mistakes on the brokerage management side, you can position yourself as a trusted broker and ensure the growth and viability of your new business. 

1. Lack of Proper Market Research  

Do you understand your target market and how are you going to reach them? What is the demand for your services? Who is your competition? 

If you open a brokerage, these are all questions you need to answer in order to reach your target demographic and succeed. A great reputation as a Realtor doesn’t necessarily translate to a successful brokerage, especially in the beginning. I quickly learned that most people won’t hang their hat on a maybe!  

How to Avoid This Mistake 

Understanding your target market is the first step to success. Dive into thorough market research to identify your audience, assess demand, and comprehend your competition. Being a top producer in your area is an asset, but translating that into a successful brokerage requires a clear strategy tailored to your target demographic.  

When I opened my brokerage, I drove through town and did a thorough evaluation of my competition. At the time, there was nowhere that aligned with the way I wanted to do business. In essence, I created my own solution, and that allowed me to be different and stand out.

2. Poor Business Planning & Financial Management                                   

I don’t doubt that you understand that starting a brokerage takes a significant financial investment. But many new broker-owners still manage to underestimate how long it will take to start bringing in consistent income. It is crucial to have a contingency plan for slower-than-expected startup or even a market shift that could prolong your projected trajectory.  

How to Avoid This Mistake 

Secure your future. Never let yourself forget that launching a brokerage requires a significant financial investment, and success might not happen overnight. Develop a comprehensive business plan that not only factors in financial investments but also considers the time it takes to start generating consistent income. After you create your ideal business plan, create a secondary contingency plan that takes into account slow starts or market shifts.

3. Inadequate Legal Compliance 

No one needs a lawyer until they need a lawyer! Legal issues may seem distant, but having a legal partner who understands them on your side is crucial. Also, as a broker-owner, you’re taking on a lot more liability than you ever did as an agent.

A lawyer is your best business friend—mine literally is my best friend! My lawyer is also a real estate broker, and as both a lawyer and practitioner of real estate, we together were able to successfully navigate many difficult scenarios.

How to Avoid This Mistake 

Not all lawyers are created equal, so do your research and find a good partner in a real estate attorney to help you navigate legal issues as they arise—and they will. I suggest finding a lawyer who is also a practitioner of real estate and someone who understands your market along with your local boards and how they operate.

4. Failing to Expand Your Leadership & Management Skills   

Most broker-owners are the highest selling agents in their areas. But being a top producer is often a whole different skill set than running a real estate brokerage. If you are looking to truly grow the brokerage, you will likely need to step out of the top producer role and into a full-time broker management role. Be watching for when that shift starts to come. 

How to Avoid This Mistake 

Recognize the point at which you need to step into a full-time management role to truly grow your brokerage. For me, that point was about 3.5 years in, where I didn’t need my sales to support the brokerage functions. It is often a hard shift to make for yourself financially, so make sure you are ready to make that leap.

But before you make the leap, ensure you have what it takes. Transitioning with grace from being a top-producing agent to a broker-owner requires a shift in skills. Learning to balance leadership and management is key to fostering a thriving, collaborative environment.

The Close Recommends

When you’re ready to start hiring at your brokerage, check out ZipRecruiter. It’s the number one rated job search app on both Apple and Android devices, which means you’ll cast the widest net possible for new talent.

Visit ZipRecruiter

5. Not Mastering the Intricacies of Real Estate Contracts 

I know it seems like common sense, but alas, I run into brokers all the time who do not have a real understanding of the contracts underpinning their business. The majority of questions you will field from agents will be contract-related and it is important to be able to advise them correctly to avoid legal complications.

How to Avoid This Mistake 

I love contracts! As a continuing education instructor, my favorite class to teach is our three-hour contract class. I pride myself on the fact that seasoned agents walk away from my class with a new understanding of contracts that they didn’t have before. Let’s take it a step further: Get yourself certified as an instructor so you can keep your agents educated and keep yourself in front of your agents providing value. 

6. Failing to Prioritize Networking & Relationship Building   

Relationships—whether we’re talking clients, fellow brokers, or other professionals in the field—are the backbone of the real estate industry. For me, building trust with fellow brokers was something of utmost importance as I built my brokerage. It paved the way for my agents to have successful transactions. Upholding a high level of professionalism and integrity will build your reputation and foster trust with clients and colleagues.

How to Avoid This Mistake 

You will feel pulled in so many directions in the beginning. But if there’s one thing I attribute to my success, it’s jumping into anything I could to get involved in, community-wise. Follow your passions and do what you can to give back, and it will come back to your brokerage tenfold.

7. Not Devoting Enough Resources to Marketing & Branding 

Remember—branding isn’t just your brand colors and logos, but much more. It is the essence of your values and philosophies and how you do business. Your branding should tell a story about you!

How to Avoid This Mistake 

Develop a robust online presence through a professional website and social media platforms. Invest in marketing strategies to showcase your listings effectively and build that online resume for the future of your business.

The Close Recommends

In examining the best real estate lead generation companies available to agents in teams, we found CINC’s custom, hyperlocal advertising strategy, advanced customer relationship manager, and artificial intelligence nurturing tools work together to live up to its lofty promise of better leads for your agents.

Check Out CINC

8. Neglecting Technology

Embracing technology is vital for real estate agents. They are drawn to technology that will help them do their jobs better and more efficiently and edge out their competitors. You can look at this as part of agent recruiting and retention.  

How to Avoid This Mistake 

You must be prepared with tools, brokerage software, and online platforms. And you may have to look to other teams and companies to see what you’re missing. As I transitioned out of brokerage ownership and took my team to a large brokerage, I realized that—while I had indeed invested in good tools and we were thriving—there was much we were missing. Now that my team has these new tools, I see that we have an even bigger edge today thanks to the great technology they have access to.

9. Failing to Adapt to Market Changes 

Real estate is dynamic and ever-changing. Markets fluctuate and challenges arise, but adaptability is your greatest asset. Develop resilience to navigate uncertainties and bounce back from setbacks. We are all feeling this a bit in our current market! 

How to Avoid This Mistake 

No one can predict the future. But you can be proactive about remaining relevant in your market and to your agents, ensuring your brokerage remains a dynamic force in the ever-evolving real estate landscape. Another element that can help you here is adopting the mindset of a lifelong learner. Stay updated with the latest trends, technologies, and legal changes through continuous education.

Cheers to You

Congrats on setting the stage for a successful, optimistic journey in the competitive world of real estate brokerage. Here’s to your thriving brokerage and a future filled with growth and success!

The post 9 Common Mistakes New Broker-Owners Make (+ How to Avoid Them) appeared first on The Close.

In this article, I will uncover the full list of the services that your brokerage may choose to provide, a detailed description of each, and the estimated costs so you can make the best decision for your brokerage. Starting with software and outsourcing is not a bad idea while you continue to grow. Let’s dive in.

Buyer & Seller Leads

In an agent’s world, prospecting is the name of the game. They’re hungry for leads, and as more companies provide them, that appetite seems to grow. Keep in mind that when brokers supply their agents with leads, everyone wins. With more leads to work, your agents should close more deals—and add money to your brokerage’s pocket. 

The game has changed nowadays to make leads more accessible (as long as brokers are willing to pay). However, the benefit of buying these leads directly is that you can also save money on marketing—just cut out the advertising middleman and buy the leads directly from a platform like zBuyer. 

Of course, it’s not as cut-and-dry as all that. Providing your agents with leads means that you’ll need to budget for them. You’ll also need to hold your agents accountable for the leads you provide—that’s a fine line to balance. By offering leads, you may be attracting more junior agents with less experience who may need more coaching and education. This balance is important in keeping your brokerage alive with seasoned professionals as well as the fresh new agents.

Why Smart Brokers Provide Leads

Your return on investment (ROI) on providing leads will be directly related to your training and accountability to the agent. Brokerages that do this well can see a three to four times return on their money. Additionally, there are a lot of talented agents who just need a little momentum in their business, which brokerage-supplied leads may provide.

Lead Generation Cost Breakdown

Of course, the cost of providing your agents with leads will vary depending on where your brokerage is located. But if you want to provide enough leads to attract and maintain motivated newer agents, then you should expect to spend anywhere from $10,000 to $100,000 per month on leads. Once you throw in a lead manager, you can expect to pay another $45,000 per year for their salary. Let’s review some of the top lead gen companies that brokers should be looking at:

Consistent Digital & Print Marketing

One of the most important lessons learned over my 28-year real estate career is that nothing is more important in an agent’s business than them getting their marketing out consistently. Despite all the systems and tools that are available, more than 80% of agents still fail to follow up with their clients after a sale—not even a postcard!

Brokerage-provided marketing services can include mailing monthly postcards to their sphere of influence (SOI) and farm area as well as helping agents with social media content and creating professional listing and buyer presentations. Your brokerage can provide marketing services through software, outsourcing, or, when you’re large enough, hiring a full-time marketing manager.

Agently offers a full AI marketing suite with thousands of real estate social media templates—including buyers, sellers, video marketing, listing marketing, open houses and much more. It automatically integrates your brand so you spend less time on social media. You can also track your productivity and enhance your communication with your broker. Check them out at the link below.

Why Smart Brokerages Provide Digital & Print Marketing

If you want to add a service that provides value and measurable returns in both productivity and profits, then taking over your agent’s marketing is the answer. Agent marketing will attract other agents, increase referrals and repeat business from your agents’ SOI, and—best of all—it helps maintain your brokerage’s brand image and standards.

Digital & Print Marketing Benefits vs Costs Breakdown

Coffee & Contracts is a real estate marketing company that offers thousands of social media templates designed specifically for real estate agents. This includes Instagram Reels, carousels, Broke Agent memes, and more. You’ll get access to fresh content and new options every month as a subscriber. You can get started with $15 off your first month with the promo code THECLOSE.

Listing Preparation & Marketing

This is a no-brainer if you’re trying to recruit listing agents. Many high-producing agents are good at lead generation and sales but can fall short when it comes to marketing and managing their listings.

That means you can take a big burden off their plate by offering to handle all the details of listing preparation, like cleaning and staging. You may also help them with marketing tasks like photography, video production, sign installation, MLS input, and promotion.

These services should be outsourced until your real estate brokerage is large enough to support a full-time listing manager. Be sure to negotiate volume discounts with your vendors to keep your expenses within budget. If you’re just dipping your toe into this brokerage service, I recommend looking into providing your agents access to a service like Apply Design, an easy-to-use virtual staging software that charges $7 to $10 per image.

Why Smart Brokerages Provide Listing Preparation & Marketing Services

Of course, these services will allow you to attract the right agents for your brokerage, but there are other benefits you may not be aware of.

Maintain Your Brand’s Image & Standards

This way, listing marketing will be up to the standards of your real estate brokerage and in line with your branding. No more cell phone pics, dark and blurry images, or real estate signs printed with the wrong colors or font. Just this by itself will attract image-conscious homesellers.

Listings Sell Faster & for a Higher Price

When your marketing is done correctly, you will attract more buyers, too. The more buyers who see your listings, the greater chance they will sell quickly and for top dollar, and this will make your agents look good!

Higher Splits & Fees

Believe it or not, many productive and top-producing agents are happy to pay their broker more for the benefit of having all the listing marketing done for them. This provides them with the confidence they need to go after luxury listings and gives them back more time to do what they love—making more sales!

Listing Preparation & Marketing Benefit vs Costs Breakdown

Transaction Management Services

If you have a highly accountable group of agents, then any task you can take off their plate will increase their productivity. Simply put: If your agents are chasing paperwork, they are not  generating leads. Transaction management is an easy and low-cost way to get some of those red-tape tasks off your agents’ schedules.

You can choose to offer this as an a la carte service, but I prefer to increase my fees and include it on every file.

Why Smart Brokerages Provide Transaction Management Services

Taking over the transaction once it has gone under contract will not only free up your agent’s time, it will also eliminate the challenge of chasing down paperwork from your agents to complete your required brokerage file.

Since you have to pay someone to manage that file, it is easy and inexpensive to add this transaction management service to the list of what your brokerage provides. We’ve done a breakdown of our top transaction management software picks to make the choice as easy as possible.

Transaction Management Benefits vs Cost Breakdown

Agent Signs & Lockboxes (Installation, Removal & Storage)

It may sound simplistic, but providing signs and lockboxes and having them installed, removed, and stored is very enticing to agents. Why? Because what self-respecting agent loves to swing a sledgehammer at a steel sign frame to get it into a frozen lawn? No one, that’s who! Even worse is placing 20 open house signs on busy intersections wearing a black Armani suit in 100-degree weather. Been there—hated it!

Save your agents the pain and embarrassment of having to install listing and open house signs. Let someone else deal with the headache of where to place the lockbox and finagling it onto a metal screen door. Your agents will love you for the simple gesture. To provide this service, you can contract with a local sign company to manage the whole process. The cost is typically $30 to $50 for each install or removal.

Why Smart Brokerages Provide Sign & Lockbox Services

Maintain Your Brand Image & Standards

If I had a dollar for every time I saw one of my brokerage signs printed in the wrong color or with the wrong font, I could buy the Miami Dolphins! Most agents are not in tune with the importance of maintaining a brand, and if they have the ability to save $10 a sign by having them printed more cheaply, they will. If you include listing and open house signs as part of your services, this will ensure that your brand is always presented with quality.

Promote Your Brand

If your listing and open house signs are branded to your brokerage, you are also promoting your brokerage—and the best part is you only pay when your agents take a listing or hold an open house.

Signs & Lockboxes Benefits vs Cost Breakdown

• Sign installation, removal & storage, $60 per listing
• Lockbox installation, $20 per listing
• Open house sign installation & removal, $50-$100 per open house

Meetings & Events

Real estate sales is a social business, and most agents love to socialize. A healthy event calendar will not only increase agent retention, but will make recruiting easier. Real estate can also be a lonely business, and many agents are hungry for connection, especially if they are struggling.

3 Types of Events Successful Brokerages Host

Team Meetings

Believe it or not, team meetings are less about education and information and more about building and maintaining relationships and company culture. Coffee and donuts, or lunch right after your team meeting, can give agents a reason to socialize and bond. It also gives them a reason to show up (besides listening to you or your sales manager talk shop).

Social Happy Hours

A monthly happy hour at a local brewery or trendy restaurant will make your agents feel like you value them and want to get to know them better. Additionally, these social happy hours are a great opportunity to invite agents from other brokerages to check out your company’s culture.

Client Events

Getting in front of your agents’ clients not only builds your brokerage’s brand, but it provides a reason for your agents to reach out to their SOI and past clients. Many busy agents would love to throw customer appreciation events but lack the time or skills to do it. And some agents with small SOIs or client databases fear that they won’t have enough people show up. Why not give them all a helping hand and coordinate the event for them? There’s no need to do them monthly—quarterly or bi-annually will be enough to keep your agents in front of their SOI.

Meetings & Events Benefits vs Costs Breakdown

Education & Training

Any real estate brokerage that wants to serve agents throughout their careers must provide a full suite of education and training. If they’re not getting it from you, they will get it somewhere else. Plus, keep in mind that your educated agents tend to be more productive and on top of the newest contract changes, leading to less mistakes—in short, your errors and omissions insurance will thank you. 

Begin by thinking about what type of agents you want your brokerage to serve. What phase of their career are they in? What skills and knowledge do they need to be successful in order to push through to the next phase?

If you don’t have time for this rhetorical question, I did some of the thinking for you. Below you’ll find a short list of the phases of an agent’s career, as well as classes that will support them in that phase. 

Types of Agents & Training Smart Brokerages Offer

Unlicensed Prospects

People interested in getting into real estate need access to a real estate school. Many successful brokerages either offer an in-house real estate licensing school or have an affiliation with one, where they refer students in exchange for promoting their brokerage as an affiliation option. So if your business model includes recruiting brand-new agents, getting into prelicensing education is a no-brainer.

New & Newer Agents

This is where you need a structured training calendar—one that can walk a new licensee through a marketing plan, lead generation strategies, and all the required tasks related to working with buyers and sellers.

Newer agents also need the support of a mentor who they can call to get their urgent questions answered. This ensures that they are doing the right thing and protects your brokerage.

Productive Agents

Busy productive agents don’t want to sit in classes week to week. They only want to attend classes that they can directly apply to their business. Productive agents are attracted to business planning, lead generation classes, and continuing education (CE) credit courses that offer knowledge they can use.

Top Producers & Teams

Top producers and teams are looking for educational opportunities that are geared toward the latest systems, tools, and strategies that help them bring their business to the next level.

Try bringing in coaches, trainers, or top producers from other markets to teach your driven agents. Agents from outside your market area are more likely to share their secrets without the fear of a competitor taking their market share away.

Education & Training Benefits vs Costs Breakdown

Office Management Services

Beyond just printing fliers, holding classes, and running team meetings, you still have to fulfill all the state-mandated managing broker activities, such as agent supervision and file compliance—not to mention all the management tasks that go with running a brokerage, such as financial management, office reception, and recruiting.

While these services may not be on your company brochure, if you wish to have a successful brokerage, they still need to be managed. 

Office Management & Services Benefits vs Costs Breakdown

Essential Software to Manage Real Estate Brokerage Services

Now that you have decided what services you are going to provide the agents with your real estate brokerage, next look for the software solutions that will help you deliver these services and manage your brokerage.

To keep your expenses low, use software whenever you can. Even though the upfront cost and setup of software can be pricey, it will save you money over the cost of hiring an employee.

For a full list of software solutions to run a real estate brokerage, please check out the article: Real Estate Brokerage Software: Our Top 26 Picks for 2023 (+ Pricing).

It’s a Fine Balance & Further Reading

The types of services you choose to offer will ultimately determine the employees you will need to successfully run your real estate brokerage. A common mistake new brokers make is offering too many services when their brokerage is small. This mistake puts too much stress on a young brokerage’s limited staff.

To avoid this misstep, you must find creative ways to provide a full range of services to your agents—all while not breaking the bank. One way to do this is to use software solutions, outsourcing, and then hire employees to manage the remaining tasks.

What mistakes did you make when you set up your first brokerage? Are there any services I might have missed? Let us know in the comment section below.

The post 9 Services Smart Brokerages Are Offering to Attract More Agents appeared first on The Close.

My Picks for the Best Real Estate Transaction Management Software for 2023:

The picks below are broken into two sections: The first few are better suited to solo agents and small teams, while the last ones are more targeted at brokerages and large teams. Not sure where you fit? Scroll down and take my needs assessment quiz!

Transaction Management Software Quiz

Want a recommendation based on your particular situation? Check out this quiz I created to offer personalized advice to anyone who’s shopping for a transaction management solution in the real estate space.

Best Overall Real Estate Transaction Management Software: Trackxi

Pros & Cons

Trackxi 2023 Pricing

A Closer Look: Why Trackxi Is on My List 

There’s quite a bit to this little piece of software. It’s a very useful tool that agents can use every day and easily keep in touch with their clients. Trackxi has no contract, and you can upgrade or downgrade your plan at any time.

• Baked-in CRM features: It probably won’t replace your regular CRM, but tasks like sending your clients automatic “happy birthday” messages and purchase anniversary emails is a really nice touch.
• Plug & play: I love the way Trackxi automatically adds in leads and comes with prebuilt templates, so you shouldn’t have to tinker much to make it work for your business.
• Convenient client portal: You can keep your clients informed with real-time updates through their own customized portal.

Final Thoughts on Trackxi

Trackxi reminds me of the saying, “There is beauty in simplicity.” It does what it’s supposed to do, and does it very well. I think that, oftentimes, real estate software can get bogged down by trying to do too much. This one takes some of the best features from other providers, like timeline websites and customer relationship manager (CRM) reminders, and packages them into a lightweight, easy solution.

Best for Solo, Gmail-centric Agents: Folio by Amitree

Pros & Cons

Folio by Amitree 2023 Pricing

A Closer Look: Why Folio Is on My List 

If you use your email inbox to stay on top of transactions, Folio works great. The organization and Smart Folders feature is what really shines through in Folio.

• Effortless client organization: Folio scans your inbox to place all documents and relevant emails related to a transaction in one smart folder, automatically.
• Track important dates: Folio will put together your timeline so that you can stay on top of your calendar. Smart Folders and automated workflows help to coordinate your tasks easily.
• Shared timeline website: The timeline website feature makes it really easy to share the status with everybody involved in the transaction. You can add service providers (like the lender and inspector) to transactions and even input local resources for your clients, like internet providers, the USPS Change-of-Address Form, and utility companies in the area. Here’s a sample of exactly what your client gets.

Final Thoughts on Folio by Amitree 

I personally used Folio by Amitree for years as an agent. It helped me stay on track and impressed my clients. If you’re not a top-producing agent but still want to make use of a software solution to stay on top of your transactions, the free tier from Folio could be perfect for you. 

There are several integrations, including Microsoft 365 for Outlook. There’s even a Chrome extension to manage your timelines directly from your browser.

Best for Tech-savvy, High-volume Brokers: Open To Close

Pros & Cons

Open To Close 2023 Pricing

A Closer Look: Why Open To Close Is on My List 

Open To Close is meant to manage your tasks, emails, documents, reporting, commissions and communication all from one place.

• Comprehensive transaction management: The intuitive user interface is designed to be an all-in-one solution for brokers. It goes beyond basic transaction management, offering features like email inbox syncing (similar to Folio and Trackxi), dedicated client and agent portals, seamless software integrations, efficient commission management tools, and comprehensive reporting capabilities.
• Advanced task automation: This software is more than just a document manager; it’s a productivity powerhouse. Open To Close simplifies workflows with task triggers and templates, automating your business using texting and email communication.
• Convenient agent and client portals: This allows all parties to access any documents or details they may need from one central location.

Final Thoughts on Open To Close

Open To Close is a platform that offers so much, it can feel overwhelming. It’s a truly centralized hub with a friendly and easy user interface. It is customizable to fit the needs of your business. To get all of these features, you’re going to have to pay more than other providers on this list. For example, to get DocuSign, you’ve have to purchase the Pro plan for $199 per month (and that’s for just one user). 

There’s so much here that I wouldn’t recommend anything above the base package for a solo agent. However, I’ve worked with teams that use three or four different pieces of software and are running a dozen transactions every month. I could see Open To Close being very beneficial in that scenario.

Best Scalable & Organized Solution for Brokerages: Paperless Pipeline

Pros & Cons

Paperless Pipeline 2023 Pricing

What you pay for Paperless Pipeline is based on two factors: whether you need the Commission Module and how many transactions you conduct each month. Every plan includes free account setup and training. There are no setup or cancellation fees, nor long-term contracts.

Note: The Paperless Pipeline Unlimited Plan gives you 450 new transactions every month for $779 per month. Each new transaction after that costs an additional $1.40.

A Closer Look: Why Paperless Pipeline Is on My List 

Paperless Pipeline is simple and its user interface is straightforward. It’s been recommended to me by transaction coordinators, and I like the tiered pricing structure. It’s transparent because Paperless Pipeline charges based on the number of transactions, not users—but you can have one consolidated account for all of your agents to use.

It also offers an automated follow-up program called Archie, which is a referral-generating system designed to turn your closings into new clients over an eight-year period using personalized cards, emails, and texts. It’s free to set up and could help you garner more long-term referrals.

• Simplify any workflow: Create checklists, set automatic due dates, and automate monthly agent reporting. You can also share your timeline with clients from one secure portal.
• Free setup, training, and support: Zero-cost transaction import, admin training, and resource guides.
• Grow your business: Integration with 1,500-plus apps, unlimited users, unlimited storage and no setup fees. Pricing is based on the number of transactions.

Final Thoughts on Paperless Pipeline

Paperless Pipeline is not only a transaction management software, but operates as a lightweight brokerage management system as well. I could see a lot of brokers benefiting from using this software as the paperless option continues to grow in popularity. One of my first brokers had a big checklist and manila folders that he would use to ensure all documents were in the proper order, and half our office was devoted to filing cabinets. This would be perfect for him. 

Paperless Pipeline is ideal for brokers, firms, teams and transaction coordinators who already have form systems and e-signature tools. There is no per-user cost, which is nice for a growing company looking to scale and bring on agents. 

This software may not be ideal for low-volume individual agents. The same is true for transaction coordinators or brokerages managing fewer than five deals per month.

Best MLS-integrated Communication Hub for Brokerages & Teams: Dotloop

Pros & Cons

Dotloop 2023 Pricing

A Closer Look: Why Dotloop Is on My List 

At this point, nearly everyone in the industry has heard of Dotloop. They have a lot of great reviews for a reason, and are quickly becoming the default for transaction management software. The MLS integrations are really smooth. But if you need more comprehensive brokerage management software that includes features like commission management, this might not be your answer.

• Extensive MLS information: Dotloop partners with MLS and Realtor associations nationwide, so you can easily pull info directly from the MLS for a transaction, create the forms you need, and get the signature in one place.
• Integrated solution: Its open API works with nearly every major software to allow you to keep transactions moving forward in one place with just a few clicks.
• Automated compliance workflows: Keep all your required documents in one place, making regulatory compliance a breeze.
• Agent resources: On-demand digital training sessions, online certification programs, and a dedicated support team available via phone, email, and chat.

Final Thoughts on Dotloop

Dotloop is a huge company with a large footprint in the transaction management software industry. Dotloop is a subsidiary of ShowingTime, owned by Zillow Group. Brokerages like it because of volume discounts based on users (roughly $25 a head), the extensive integrations, and built-in e-signature option. However, I’ve used the software myself (and have heard my own sentiments echoed by my coaching clients): Dotloop can be a bit overwhelming. 

To be fair, many associations offer local e-signature and MLS integration software to build contracts and offers. If your MLS or local association doesn’t offer you an e-signature software solution, Dotloop could be a good answer for you. But if e-signature capability isn’t a make-or-break in your decision making, there may be a better software solution on this list.

Best White-glove Solution for High-volume Brokerages: SkyTC (SkySlope)

Pros & Cons

SkySlope 2023 Pricing

SkySlope’s suite of solutions is comprehensive. The pricing is based on several factors such as number of users, transaction volume, and which specific features you need. There’s also DigiSign, Forms, Books, Offers, and their proprietary brokerage management software, SkySlope. The company also has additional integrations and training options available that may affect pricing.

SkySlope requires you to contact their sales team directly to get a personalized quote. You’ll need to pay for your brokerage subscription, then each user individually. Keep in mind this can be in the hundreds of dollars per month depending on your package add-ons. If you’re an individual agent, SkyTC might be a bit overkill unless you’re a powerhouse that wants 24/7 customer service. The best estimate I could find for transaction management via SkyTC was roughly $25 per user. SkyTC has volume discounts depending on the number of users you add. 

A Closer Look: Why SkySlope Is on My List 

SkySlope is a leader in the industry, and for good reason. They have a tailored solution with the goal of making your brokerage streamlined via automation in forms, disclosures, books, and commission management. Every employee at SkySlope goes through a 12-week bootcamp to understand the real estate industry, ensuring that users receive the best service possible. 

The company’s bespoke solution comes with comprehensive onboarding and exceptional customer service. They listen to their customers and stand behind in their mission of empowering Realtors and brokers. For example, they guarantee a phone pickup on the second ring, a live chat response within 10 seconds, and an email response within 20 minutes or they’ll send you a Starbucks gift card.

• Tailored platform: Your branding is fully embedded, and your templates and automated tasks are customized for you.
• Customer obsession: SkySlope offers hands-on onboarding and personalized service throughout your launch. They also provide annual report cards of your brokerage performance.
• Top-notch support: They are in constant contact with you to ensure you’re happy. They are available 24/7 and make customer success a priority.

Final Thoughts on SkySlope

SkySlope is a top-tier transaction management software. If you’re looking for a comprehensive solution for your brokerage, and also want exceptional customer service, SkySlope is the answer for you. However, that experience will likely come with a larger price tag than other options on this list.

Best Budget-friendly Back-office Transaction Management Solution: Brokermint

Pros & Cons

Brokermint 2023 Pricing

A Closer Look: Why Brokermint Is on My List 

For brokers or team leaders seeking a back-office solution that doesn’t break the bank, I’d suggest giving Brokermint a try. Its mobile app is top-notch and a big reason why Brokermint made this list. Brokermint also has an open API, so if you have the enterprise plan, you can easily connect your accounts from top CRMs and lead sources, like CINC, Chime, LionDesk, QuickBooks, Google, Wise Agent, and plenty others.

• Agent management: Easily create individual profiles for each of your agents, including calendars, onboarding, commission plans, and transaction management. Each agent also receives their own individual login.
• Transaction hub: Automate checklists, to-do lists, deadlines, state-mandated forms, offers, and transaction compliance in one place.
• Reporting and analytics: Create dashboards, build reports, and track each detail of every transaction to easily calculate total sales volume, listings, lead performance, and agent performance.

Final Thoughts on Brokermint

Brokermint meets a need for many brokerages: consolidating platforms into one modern solution. It’s easy to use and the price point is appealing. But if you’re seeking a white-glove approach, Brokermint may not be for you. Keep in mind that you’re dealing with a large company, as they’re part of the same corporate entity as kvCORE and BoomTown. So if you’re a fan of their software, you might enjoy Brokermint.

Best Comprehensive Solution: Lone Wolf Transactions

Pros & Cons

Lone Wolf Transactions Pricing

Previously, Lone Wolf Transactions was available as a membership benefit through the National Association of Realtors. However, specific pricing details for Lone Wolf Transactions are not directly provided by the vendor. To determine the cost and create a custom package that suits your needs, I recommend reaching out to Lone Wolf directly.

It’s worth noting that Lone Wolf offers tailored packages for businesses, and you also have the option to purchase individual software components with standalone pricing. To decide whether a package from Lone Wolf Technologies aligns with your business requirements, carefully assess your needs.

Note: If you’re looking for both CRM and transaction management tools in a single solution, you might already be familiar with Propertybase. It’s priced at $69 per user and seamlessly integrates CRM and transaction management, powered by Lone Wolf.

A Closer Look: Why Lone Wolf Is on My List

• Entire transaction experience: Lone Wolf is an industry leader for a reason. You’re able to do a comparative market analysis (CMA), generate offers, get e-signatures, and manage your transaction from one place.
• End-to-end digital tools: You can create a complete virtual office with Lone Wolf Technologies. They have multiple software solutions including Back Office, Cloud CMA, Digital Marketing, Propertybase CRM, and a whole lot more to build out your individualized software solution.
• Partner integrations: Lone Wolf supports more than 700 MLSs and associations. They also include several partner integrations for home warranty, title, forms, earnest money, and e-commission payments.

Final Thoughts on Lone Wolf Transactions

Lone Wolf Technologies is a legacy brand in real estate tech for a reason. It offers solutions that are designed from the ground up focused only on real estate professionals. Its nationwide MLS integration has led to wide adoption. However, while their suite of software can work great for those seeking a way to modernize their business, it feels a bit cobbled together for a truly integrated solution. 

Over to You

Keep in mind, these are just my favorite transaction management software suites. Check out some of our other guides if you want to see other software solutions we recommend or need to get a CRM in place for your business. 

What are your favorite picks for real estate transaction management software? Sound off in the comment section below.

The post The Best Real Estate Transaction Management Software appeared first on The Close.

We put together this guide to help you get started. We’ve included nine real estate SEO strategies to help your content rank better in Google (and other) search results. We’ll also cover the most frequently asked questions and common SEO mistakes to avoid. 

What Is Real Estate SEO?

Real estate SEO is the strategy agents, team leaders, and brokerages use to improve their websites’ rankings on search engines like Google, Yahoo, and Bing.

What Are the Benefits of Real Estate SEO?

The higher your website ranks on a search engine, the more people will see it and hopefully click on it. This translates into more site visitors and—if your website is optimized for lead capture—more buyer and seller leads in your CRM.

9 Steps to Perfect Real Estate SEO

Ready to start your SEO journey?

1. Run an SEO Audit on Your Website

The first step to any SEO project is to audit your current website to see if there are any technical issues that might cause Google to rank your content lower (or ignore it entirely). 

The easiest way to do an SEO audit is to hire someone to do it for you. I’d recommend looking into freelance SEO auditors on a site such as Fiverr, which should cost about $50. You’ll get a report showing any issues that might be holding your site back from ranking on search engines. Some SEO freelancers or companies will even do this for free, but they might try to upsell you to paid services without explaining the actual issues with your website.

Visit Fiverr

If you’d rather DIY your SEO audit, you will need to invest in a few free and paid tools. Here is a quick rundown of the tools you will need, and a great in-depth guide from Semrush on setting up and running your audit.

2. Fix Issues Found in Your SEO Audit

Now you can start fixing any problems your audit uncovered.  Here are a few common issues found in an SEO audit:

• Meta descriptions missing or not optimized for SEO
• Image alt text missing or not optimized for SEO
• Wrong image size and resolution
• Poor keyword usage
• Improper or missing heading structure (H1, H2, H3, etc.)
• Duplicate content
• Broken links
• Using HTTP protocol instead of HTTPS

There might be some easy fixes, like deleting duplicate content or fixing broken links, or more complex issues like upgrading your security protocol to HTTPS. Fix what you can and hire out for the rest.

One of the easiest improvements you can make on your website is to help it load faster for visitors. If you got low scores from Google’s free PageSpeed Insights tool, try removing or reducing the size of large images, GIFs, or infographics. You can also try removing WordPress plugins or IDX widgets from pages that load slowly.

If all of your pages load slowly, you might need to upgrade your web hosting plan from a shared plan to a dedicated or virtual private server (VPS). VPS plans run around $20 per month and will offer significantly faster loading times than shared hosting. Dedicated hosting plans are around $100 per month and offer significantly faster loading times than VPS plans. If your website gets a lot of traffic, you might want to consider dedicated hosting. If not, VPS hosting should do the trick.

3. Set Up Your Google Business Profile Account

After you’ve run your SEO audit and fixed any issues that arose, the next step is to claim your Google Business Profile account. This is Google’s tool for indexing local businesses for search on Google Maps. The reason this is important in 2023 is because Google Maps results are almost always at the top of search engine results pages (SERP) for searches related to real estate. For example, when I search “real estate agent” from a device in New York, Google puts a map of nearby real estate brokerages at the top of the SERP:

While this won’t guarantee your site shows up at the top of the search results, if you don’t fill out your Google Business Profile, you may not ever show up!

4. Research Keywords You Want to Rank For

After you’ve completed your audit, fixed SEO issues, and set up your Google Business Profile, the next step is to research the keywords your local audience is searching for. Once you know this, you can create content to address their questions and concerns. For example, if your audience is searching for “affordable condos in Miami,” you can write an article or create a video explaining how to find exactly that. 

Seek Out Some Keyword Expertise 

The best way to do keyword research is to use a keyword research tool like Ahrefs. Ahrefs isn’t free but is a worthwhile investment to help plan what content to write for your website. You can also hire a freelancer on Fiverr to do basic keyword research for you. 

Research the SERP for Your Keywords

Once you have a list of keywords you want to target, search for each keyword in incognito mode to see what kind of content is ranking for those keywords. Are they articles or videos? How long are the articles? What kinds of websites are ranking for these keywords? What other content is your competition creating? What other keywords do they seem to be targeting? Finally, how can you improve on the content currently ranking on the first page for your keywords?

To learn more about keyword research, check out our in-depth guide:

5. Create a Content Cluster Strategy

Generally speaking, search engines rank content created by subject matter experts higher than content created by amateurs. For example, when people search for “best cancer treatments,” search engines will display results from top oncologists before your cousin Jeff who thinks crystals and herbs cure cancer. (Sorry, Jeff!) Search engines determine your expertise in a subject by looking at how much expert content you have on your website and how well organized that content is. 

This is where content clusters come in. Content clusters are groups of articles organized from top-level subjects like “condos in Miami” that then drill down to more specific related topics like “Condos in Brickell” or “How to qualify for a condo in Miami.” 

Pillar Content, Subpillar Content & Cluster Content

Creating content clusters is simple. Start by identifying your most general local keywords. These will be your pillar pages. Then organize more specific content related to that pillar page underneath. Once you have your cluster mapped out, start writing the content for your pillar pages and plan to create content for your subpillars and cluster content. Once you write your subpillar and cluster content, link to them from your pillar page. 

Here’s what a cluster map might look like for an agent who sells condos in Miami:

Pillar content: Condos in Miami 

Links to: 

Subpillar content: Best neighborhoods to buy condos in Miami, how to get approved for a condo in Miami, most affordable condos in Miami, waterfront condos in Miami, etc. 

Links to:

Cluster content: Condos in Brickell, condos in Miami Beach, Coconut Grove neighborhood guide, etc.

6. Craft Useful & Compelling Articles, Videos & Infographics

Now that you have a cluster strategy mapped out, the next step is to create the content for your website.

Create Pillar Content First 

Your pillar content should address general topics that you will expand on in your cluster content. For example, a pillar page about condos in Miami should be a high-level overview of buying condos in Miami. Try to think of questions your audience might have about the topic and answer them in your article. What are the general price ranges by neighborhood for condos in Miami? How competitive is the market? What should buyers look out for? What should sellers be aware of? Stay focused; answers that require more detail should be addressed in your cluster content. 

How Long Should Your Content Be? 

There is no hard-and-fast rule for how long your content needs to be to rank on Google, but studies show longer content tends to outrank shorter content. Research from Semrush shows that the best-ranking articles on Google were over 3,000 words. Just do your best to answer the questions you think your audience will have about the topic and remember to address more specific answers in your subpillar and cluster content.

Article vs Video Content 

While articles usually rank better than videos, for some keywords at least, videos will outrank articles. This is why researching SERPs before you start writing content is so important. If a SERP for a keyword you want to rank for has videos ranking at the top of the page, then making a video for that keyword is a no-brainer. The best approach is to embed a video in an article. For example, after you finish writing your pillar content for “condos in Miami,” record and embed a quick YouTube video summarizing the content. Note that if you want to track your video’s performance, it’ll need a specific video page in order to rank.

Use SEO Best Practices as You Write 

There are a number of SEO best practices for creating content for your website. They include using structured data like  H1, H2, and H3 headings and numbered lists; using keywords in the first paragraph of your articles; writing in simple language; and focusing on answering readers’ questions in the most direct way possible. Getting creative with your writing can be tempting, but for most articles, a bare-bones “just the facts” approach will work better for SEO. Plus, people are busy! They just want to learn what you have to teach them as quickly as possible.

If you’re using WordPress, a free SEO plugin like Yoast will make following SEO best practices much easier.

7. Work on Getting Backlinks to Your Content 

Although this has waned a bit in recent years, another way search engines decide where to rank your content is by the number and quality of other websites that link to your homepage or directly to your blog posts. This is why getting other sites to link to your website is helpful for SEO. 

Link Quality Counts More Than Quantity 

Generally speaking, a link from a well-respected site like the New York Times might be worth 100 (or more!) links from smaller websites. It’s not easy, but putting in the work to get high-quality links to your website will have an unbeatable return on investment (ROI) for SEO. 

Links from websites that are related to your pillar content are also more valuable for ranking than more general sites. For example, if you’re writing about condos in Miami, then a link from the Miami Herald might be more valuable than a link from the New York Post. Since you are writing about real estate, a link from Realtor Magazine or your state’s Realtor association would be even more valuable. 

Link-building Strategies 

One of the best ways to get links from high-quality websites in 2023 is to use HARO. Standing for Help a Reporter Out, this is a forum where journalists submit questions when they need expert quotes for articles they are working on. Getting quoted as a real estate expert along with a link to your site is actually much easier than you might think. Journalists are almost always on tight deadlines, which means they sometimes scramble at the last minute to get good quotes from experts. 

To get backlinks from HARO, subscribe to their email and pitch journalists when they need quotes from real estate experts. If they accept your pitch, ask them to link to your website. Easy, right? The key is to respond to journalists’ quote requests as soon as they get posted. This will greatly increase your odds of getting your quote accepted. 

To learn more about getting links from HARO and other sources, check out our in-depth guide to strategic PR below:

8. Update Your Best Performing Articles on a Schedule

Since your local real estate market can change from quarter to quarter or even month to month, search engines generally rank up-to-date content higher. So once you have your content written, create an update calendar to make sure that content stays fresh. 

For pillar pages, try to schedule updates at least once per quarter. For subpillar and cluster content, you can get away with updating once or twice per year. When updating your articles, spend a few minutes researching what changed since your last update, and then address those changes in your article. 

9. Regularly Audit Your Website for SEO Issues 

Even if your content is ranking well, you still need to regularly audit your website to look for any issues that might affect your rankings. For example, articles or videos you link to might change their URLs, leaving you with dead links, or your articles might start to load slowly if you install a new plugin. Scheduling bi-yearly or quarterly SEO audits can help you find these issues before they start to affect your ranking. 

How Much Does Real Estate SEO Cost?

Like most great lead generation strategies, you can tackle real estate SEO yourself, for free. Writing great content that puts the reader first might take up a lot of your time, but there are no real upfront costs. 

That said, if you are serious about using SEO as a lead generation strategy, investing in some basic tools or hiring freelancers will be a huge help. Here is a quick rundown of some SEO tools and services you might want to consider to help your rankings grow: 

DIY SEO Tools 2023: Recommendations & Pricing

Hiring SEO Freelancers 

Since getting your website to rank on search engines can take years of hard work, you might be tempted to skip the line and just hire a freelancer to do SEO for you. Having hired many SEO freelancers in the past, I don’t generally recommend this strategy for individual Realtors. Like any good freelancer, SEO experts can be extremely expensive. The best may charge more than $5,000 per month! And beware of “affordable” SEO freelancers. Some use dishonest tactics that might help you rank on Google for a week or so, but can also result in your site getting blacklisted from Google’s search results. 

That said, there are many individual SEO tasks that you can and should outsource to freelancers on a site like Fiverr as the need arises:

• Keyword research
• Google Business Profile creation and optimization
• Article editing
• Reducing image sizes
• Submitting your pitches to HARO
• Basic link-building outreach

Visit Fiverr

How Long Does It Take to See Results?

This is kind of like asking, “How long will it take until I can speak French?” You might see some results right away, but there are many levels of proficiency. Here are two basic factors that determine how quickly you will see results from your SEO efforts:

1. The Competitiveness of Your Target Keywords

If you’re trying to rank for “Beverly Hills Mansions for sale,” your chances of seeing results right away are very, very low. This is because there are many real estate portals like Zillow and well-established real estate brokerages that also want to rank number one for those keywords. Your chances of outranking Zillow or Compass here is virtually zero. These companies spend millions of dollars to get their content to rank on search engines.

However, if you’re trying to rank for “best neighborhoods in Elmira New York,” you will see results much faster since you will have significantly less competition on the SERP.

2. The Quality of Your Content, Website & Backlink Profile

Let’s tackle these criteria one by one: 

• Content: If your content does not offer useful information related to the topics people are searching for, you might never see results.
• Website: Even if you have great content, if your website loads slowly, is not optimized for mobile, or uses complicated code, you will have a hard time ranking.
• Backlink profile: Part of the way Google and other search engines judge the quality of your content is by looking at how many other websites link to it. More high-quality links = better chances of ranking highly. 

How Google & Other Search Engines Rank Content in 2023

Google uses advanced artificial intelligence (AI) to decide which websites and pages should appear on the first page of the SERP. Since Google wants to deliver the best and most relevant results, they continually tweak their AI to make sure the most helpful results rise to the top.

Of course, publishing content that answers common questions that your target audience is asking on Google is not enough to rank well in 2023. After all, thousands of websites are likely to publish content similar to yours. As a result, Google also considers factors like the expertise of the person writing the content, the quality of the website, how easy the content is to read, and other factors. 

Do Real Estate Agents Need SEO? 

As long as you’re willing to put in the time and effort to audit your website, research keywords, create content clusters, and produce great content, then SEO can be an effective way to generate leads and raise brand awareness with your website. 

Have comments? Questions? Let us know below!

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