1. Tom Ferry’s Success Summit 2024

• Date: August 27-29, 2024
• Location: Dallas, Texas
• Virtual option: Yes
• Cost: $599 to $1,999
• Best for: Agents who need a sales coach
• Helpful resource: Register for Tom Ferry’s Success Summit

Tom Ferry has been selling and coaching salespeople for almost 30 years, and his real estate conferences are known for providing valuable content. His approach inspires professionals at all levels of the real estate journey, from new agents to seasoned professionals. According to Ferry, “What you say matters,” and at his Success Summit, attendees will spend three days listening, learning, and practicing to enhance their conversations with clients, leads, and people on the street and improve profitability.

• What We Love About Tom Ferry’s Success Summit 2024:

• Discusses modern referral marketing approaches
• Provides full 3-day access to the Ultimate Real Estate Seminar
• Delivers unmatched talks and panels
• Gives epic real estate networking receptions
• Provides The Summit 2024 Workbook (an industry-famous strategy guide!)

2. LGBTQ+ Real Estate Alliance 2024 Conference

• Date: September 25-27, 2024
• Location: Las Vegas
• Virtual option: No
• Cost: Prices are not yet listed
• Best for: LGBTQ+ community new and experienced in real estate
• Helpful resource: Registration link for the conference

Get ready for a fantastic experience at the LGBTQ+ Real Estate Alliance 2024 Conference! This great event includes insights from top industry experts, educational sessions, inspiring speakers, and a celebratory atmosphere that honors the achievements of professionals in the LGBTQ+ community. The conference aims to support the LGBTQ+ Real Estate Alliance’s mission of promoting equality, diversity, and inclusivity in the real estate industry. Take advantage of this opportunity to be part of inclusive networking at its best!

• What We Love About LGBTQ+ Real Estate Alliance 2024 Conference:

• Open to all
• Inclusive networking
• Provides access to industry-leading experts who will share invaluable knowledge and forward-thinking strategies.
• Engaging breakout sessions

3. NAR NXT Conference & Expo

• Date: November 8-10, 2024
• Location: Boston, Massachusetts
• Virtual option: Yes
• Cost: $550 to $650
• Best for: NAR members shopping for tech solutions
• Helpful resource: Register for NAR NXT

Get ready for the ultimate real estate experience at the National Association of Realtors (NAR) annual conference and expo! This premier event is about enhancing the Realtor experience, focusing on cutting-edge educational sessions and an impressive lineup of 350-plus industry-leading exhibitors. It’s the perfect opportunity to discover innovative solutions to real estate challenges.

• What We Love About NAR NXT Conference & Expo:

• Networking opportunities with industry professionals and experts
• Access to fresh, future-focused content and innovative ideas
• Rave-worthy presenters and elevated programming
• Relevant and value-added unique features and experiences

4. Inman Luxury Connect 2025

• Date: July 28-29, 2025
• Location: Hilton San Diego Bayfront, San Diego
• Virtual option: No
• Cost: $699 to $1,598
• Best for: Luxury real estate agents and brokers
• Helpful resource: Register for Inman Luxury Connect

If you are looking for exclusive luxury learning and networking, you’ll find it at this extravagant event. You’ll get the high-quality content and event experience you’d expect from Inman Connect founder Brad Inman, but focused on high-end agents. It’s ideal for networking with a select crowd and gaining insider knowledge of the luxury market. Plus, I’ve heard rumors that Inman is planning spectacular off-site events to knock your socks off!

• What We Love About Inman Luxury Connect 2025:

• Immersive discussions with elite agents and brokers
• Interactive workshops with industry experts
• Top-tier networking opportunities with luxury real estate agents
• Beautiful beaches and vibrant culture of San Diego
• Connecting with the crème de la crème of luxury real estate

5. Regional Real Estate Conferences

Because location matters so much in real estate, it makes sense to check out what’s happening in your backyard. Here are a few of the best real estate seminars for regional conferences that real estate professionals in the area should consider.

Florida Realtors Convention & Trade Expo

• Date: August 21-22, 2024
• Location: Rosen Shingle Creek, Orlando
• Virtual option: No
• Cost: $150 to $195
• Helpful resource: Register for the Florida Realtors Convention & Trade Expo

It makes sense that the state with the largest share of Realtors in the US offers such an incredible expanse of exhibitors and speakers yearly. This year, the event provides education sessions featuring nationally recognized speakers, trainers, and Florida’s industry experts. Also, REBarCamp Orlando is a day of peer-to-peer learning and sharing information, from getting listings and handling multiple offers to social media marketing and the latest tech gadgets.

• What We Love About Florida Realtors Convention + Expo:

• Peer-to-peer training sessions focusing on today’s challenges and opportunities.
• CE credit courses
• Free two-day Trade Expo with exhibitors whose job is to work wonders in your business.
• Special and ticketed events during the day and late into the night that celebrate our industry. 
• Awards luncheon—Who will be Realtor of the Year? Come celebrate the best in the business at this must-attend event.
• Legislative and political forum—Find out what’s happening in Tallahassee and beyond.

REimagine! Expo

• Date: September 24-26, 2024
• Location: Long Beach, California
• Virtual option: No
• Cost: Free for CAR members; nonmembers: $150 to $350
• Helpful resource: Register for REimagine!

Prepare for an unforgettable three-day event to help you thrive in your business! Whether you’re a seasoned industry pro or just starting, REimagine! Expo offers cutting-edge insights and practical knowledge to keep you ahead of the game. Join top industry experts as they share valuable strategies, delve into crucial topics, and tackle industry challenges head-on. You won’t want to miss the countless takeaways that will empower you to elevate and expand your business.

• What We Love About REimagine! Expo:

• 50-plus powerful sessions
• 250-plus must-see exhibit booths
• 200,000-plus realtors invited
• 30-plus big prizes over two days
• 5 preconference educational tracks for your business

Triple Play REALTOR Convention + Expo

• Date: December 9-12, 2024
• Location: Atlantic City, New Jersey
• Virtual option: TBD
• Cost: TBD
• Accreditation: Register for Triple Play

Triple Play is a premier event for Realtors in New York, New Jersey, and Pennsylvania. Each year, the event offers a diverse mix of exhibitors and speakers. While the speaker lineup for 2024 has not been announced yet, it is sure to be as dynamic and inspiring as always.

• What We Love About Triple Play REALTOR Convention + Expo:

• Features 49 speakers
• 117 sessions
• 6,600 participants
• 326 booths

6. Brokerage Events

Are you part of a large real estate brand? Most major labels have their own convention every year, packed with amazing speakers and guaranteed fun. Many of these events are more for hype and motivation, but they are excellent learning opportunities, and you feel energized and ready to tackle new business.

Better Homes & Gardens’ Better Retreat: Agent Experience

• Date: September 11-13, 2024
• Location: Huntington Beach, California
• Virtual option: No
• Cost: $300 to $725
• Helpful resource: Better Retreat: Agent Experience Registration

The Better Retreat’s Agent Experience is tailored for Better Homes & Gardens Real Estate (BHGRE) affiliated agents and teams. It focuses on introducing cutting-edge techniques for business growth, enhancing mindset, and expanding networking opportunities.

• What We Love About Better Retreat: Agent Experience:

• Keynote speaker: Kerri Walsh Jennings, the 5-time Olympian and American beach volleyball player, will be the headline speaker at The Better Retreat!
• Industry expert speaker: Logan Mohtashami, lead analyst for HousingWire and a renowned expert in the mortgage and housing ecosystem, will share industry insights and market updates for company planning.
• Discounted rate at the accommodation hotel (Hyatt Regency Huntington Beach Resort and Spa)

Coldwell Banker Global Luxury Summits 2024

Join colleagues and leaders from across the globe in either Miami Beach or Los Angeles. Hear from industry experts, access unparalleled luxury-focused learning and networking, and leave with actionable insights to propel you further into the luxury real estate industry. These exclusive Coldwell Banker Global Luxury^® Summits are solely for Luxury Property Specialists affiliated with the Coldwell Banker^® brand.

• What We Love About Coldwell Banker Global Luxury Summits:

• Global participation
• Industry expert insights
• Luxury-focused learning
• Networking opportunities
• Actionable insights for the luxury real estate industry

eXpcon 2024

• Date: October 27-30, 2024
• Location: Miami Beach, Florida
• Virtual option: No
• Cost: $949 to $1,899
• Helpful resource: Register for eXpcon

As one of the fastest-growing brokerages in the world—yes, the world—eXp puts on a good show. eXpcon has become a can’t-miss celebration of stunning successes and exciting futures. This year promises to be the most significant event to date.

• What We Love About eXpcon 2024:

• Exclusive insights to increase your income and have more free time.
• 2X the interactive breakout sessions tailored to your learning needs, with more agent leaders than ever.
• Networking opportunities with industry leaders and peers in a vibrant setting.
• Inspiring keynotes from top experts who will share their playbooks for success.
• Access to new content, certifications, workshops, and value-driven training designed to transform your business.

Tips for In-person Networking at Real Estate Events

After attending real estate conferences, you will feel inspired, educated, and more connected to colleagues and other industry professionals. Here are some tips on efficiently expanding your network at real estate events.

• Bring at least 100 business cards and be generous in handing them out. Your goal is to meet people and establish connections to enhance your business.
• Hang around after the presentations and chat with the speaker directly if you find a session helpful or interesting. Most speakers build time into their schedules to connect one-on-one with attendees.
• Remember to chat with every vendor selling products you’re considering investing in. Embrace the chance to speak face-to-face with reps and have your questions answered by a real person.
• Don’t skip the parties! Socialize, have fun, and bring your business cards.

Tips for Networking at Virtual Real Estate Conferences

Some real estate events offer both in-person and virtual attendance, providing a unique opportunity to network online. Virtual conferences are often cheaper and easier to attend, making them valuable for connecting with industry colleagues and speakers without traveling. Here are some tips to make the most of this format:

• Create a unique attendee profile: Put effort into creating a standout attendee profile to help others get to know you.
• Update your social media before the event: Introduce yourself confidently and provide an easy way for others to connect with you.
• Remember to research and prepare smart questions for Q&A sessions: If you can’t interject, use the chat function to communicate with the real estate groups or individuals.
• Socialize and enjoy: Remember to ask for contact info and follow up after the conference.

Bringing It All Together

Realtor conferences offer an opportunity to expand your network, stay informed about the latest market trends and emerging tech, and make new friends in the industry. But it’s up to you to make the most of these opportunities. Have you been to any of these real estate agent events? What are some of your best takeaways? Which best real estate conferences are on your travel list this year?

The post 10 Essential Real Estate Events & Conferences You Can’t Miss appeared first on The Close.

1. Buyer Advertising Lead Script

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Hi, [buyer’s name]! This is [your name] from [your real estate agency name]. How are you doing today?

I see you’re interested in seeing [address of property]! It’s a great property. I have a few questions for you to make sure I can help you, then we can go check out the house! Do you have about five minutes available right now?

• How long have you been looking to buy a house?
• What made you click on the [Facebook/Google] ad for more information?
• What is your time frame to buy a home?
• What is the description of your ideal property? Bedrooms, baths, ranch/split level/condo?
• What is your budget?
• Do you already have an agent?
• Do you have a lender lined up?
• Is [insert email] still a good way to reach you?
• Can I email you some additional properties that match your criteria?

Great, those are all the questions I have! I will make an appointment for the first property right now, and I’ll send over some other properties by [date or time]. Do you have any questions or thoughts for me?

You can reach me with questions at this number any time, and I’ll [text/email/call] you in just a little bit with details about your house showing. I’m excited to see what we find for you!

Watch Chastin J. Miles, an entrepreneur, author, and real estate agent, and his team perform a live role-play on how to use the buyer advertising lead script. Chastin also offers advice on getting more appointments with buyers and sellers, including conveying urgency and ensuring you deliver value to potential clients, such as a comparative market analysis (CMA), during the call.

• Our expert advice: This realtor script speaks directly to homebuyers who have already taken action online to contact you, so they will be more likely to respond positively to your call. Show them you care about helping them by asking specific questions like, “What are the must-haves in your future property?” and “Any favorite neighborhoods?” and listening to their needs. Ultimately, give them a clear next step to continue working with you and make yourself accessible for further communication.

2. Landing Page Lead Script

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Hi, [lead’s name]! I’m [insert your name] from [real estate agency name]. How are you doing today?

I see that you’re looking to buy a home soon! I’d love to hear a little more about your needs. Do you have a few minutes right now?

• Have you had an opportunity to read [insert property report name]?
• Are you seeking a property to buy in the next six months?
• Where are you moving from?
• Is this home for you and your family?
• How many people are in your family?
• What is the description of your ideal property? Bedrooms, baths, ranch/split level/condo?
• What is your budget?
• Do you already have an agent?
• Do you have a lender ready?
• Can I email you some additional properties that match your criteria?
• Is [insert email] still a good way to reach you?

Thank you so much for taking the time out of your day to talk to me! I’ll send you a few properties by [insert date/time]. Do you have any questions about buying a home?

I’d like to get your thoughts on the first few properties I sent you. What’s a good time to call you tomorrow?

[Date/time] works for me. Thank you! I look forward to talking with you soon.

• Our expert advice: Because landing pages are frequently tailored to particular clients, using them is one of the most efficient ways to produce quality leads. Additionally, customize it to record valuable data about your real estate leads. To increase the conversion rate of your landing page, speak to visitors’ specific pain points, arouse their emotions, and establish trust. In addition, a landing page’s design, messaging, mobile optimization, and compelling calls to action (CTA) are crucial to succeeding in real estate and generating leads.

If you’re struggling to create your real estate landing page, Placester can help you design your website for optimal traffic and conversion. It is a real estate-specific website creation system with integrated real estate lead generation tools, including advanced internet data exchange (IDX) listing integration tools, a simple client relationship manager (CRM), unlimited pages, custom real estate landing pages, and online customer support.

3. Buyer Voicemail Lead Script

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Hi, [buyer’s name]! This is [your name] with [insert your real estate agent agency name]. I looked over your information and found some properties for sale right now that I think you might like! I’d love to send them over and set up some showings.

You can call or text me at [insert phone number] any time, and we can start looking for your new home! I look forward to hearing back from you. Have a great day!

• Our expert advice: Leaving a voicemail gives you less time to build a lead’s knowledge, preferences, and trust factor, but sometimes the voicemail box is all you get! When using real estate lead conversion scripts, communicate with enthusiasm, expertise, and an honest desire to help the buyer find the right home. Stay on topic and specify how it would benefit the buyer to contact you, like this line: “I looked over your information, and I found some properties for sale right now that I think you might like!”.

4. FSBO Lead Script

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Hi, [lead’s name]! I’m [your name] with [real estate agent agency name]. How is your home sale going?

From what I can see of your home, I’m confident we could find a buyer quickly and sell it for top dollar. Do you have about five minutes for me to ask you some quick questions?

• What is your asking price?
• What is the lowest price you would accept for your home?
• Have you made any recent improvements to the home that should be noted?
• How long was your home on the market?
• Do you currently have an agent in our area?
• Has an agent tried to sell your property in the past?
• Are you open to relisting your property with an agent?

Well, I know you’re busy, so I appreciate you taking the time to give me more information. I have some ideas about how we could market your home effectively. Would you be open to discussing how we could sell your home as quickly as possible and get you the most profit?

What’s the best time for you?

[Date/time] would be great. I’m looking forward to talking with you then!

• Our expert advice: FSBO sellers are typically motivated by higher profits; however, they may realize over time that using a real estate agent is more effective. To successfully prospect an FSBO lead and convert them into clients, they need to believe that you genuinely have their best interests in mind. Use FSBO real estate lead scripts for agents and tweak them a little to make them your own. Now, get out there and start converting FSBOs into genuine listings.

REDX is a reliable source of fresh FSBO leads. REDX delivers your leads through Vortex, allowing you to organize, track, and tag leads. In addition, REDX provides live training, free role-playing and FSBO script practice, and a podcast to improve your skills and help you convert FSBO leads successfully.

5. High-sales Area Lead Script

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Hello, [lead’s name], I’m [your name] with [real estate agent agency name]. How are you doing today?

I’m calling because the houses in your neighborhood are extremely marketable right now. In fact, I just sold the property at [insert address here] for [insert amount] above the asking price! And I think your home could sell for even more. Have you been noticing a lot of sold signs popping up?

If you’re interested in selling sometime soon, I have just a few questions about your property. Do you have a few minutes available right now?

• Does your property have any standout features that your neighbors do not?
• Are you happy with your home?
• What price would you be willing to sell your house for?
• Have you thought about making improvements to any areas of your home?
• Have you thought of putting your house on the market lately?

Would you be open to receiving a free competitive market analysis that shows how home sales are doing in your neighborhood and how your home might be a great catch?

Great! Is your email address [insert email]? Wonderful. I’ll send over that analysis by [date/time]. Do you have any questions for me?

If you have any other questions, feel free to reach me at this number or by email. I’ll talk to you soon!

• Our expert advice: This real estate script can be used in a homeseller’s market. The script focuses on connecting with the homeowner by referencing their neighborhood and which houses you’ve sold. These leads may not have considered selling their home yet, so you’re presenting them with an opportunity they might otherwise not know they have. Sending a comparative market analysis (CMA) is a great way to stay on top of their minds, build your authority, and give them time to consider this opportunity.

6. Follow-up Lead Script

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Hi, [lead’s name], this is [your name] with [real estate agent agency name]. How are you doing today?

I’m curious about what you’ve been thinking about our last conversation! What did you think of the new list of properties I sent over?

• Would you like to set up a showing?
• Do you need any help getting the right mortgage or loan information?
• What information do you still need to help you pick your ideal property?

It seems like our next step is to [decide on your wish list/meet with a lender/set up a showing]. What times are you available between [date range]?

Great! [Date/time] works for me, too. I’ll email you some details later today, but I’m really looking forward to seeing you then!

During the follow-up call, continue to build a natural rapport, and conversions will happen more naturally. As an example, watch how Ricky Carruth, a real estate agent, speaker, author, and real estate coach, converts a lead on a live follow-up call by categorizing and scheduling a conversation with his leads and avoiding filler words or phrases like “um,” “well,” and “you know.”

• Our expert advice: Take cues from our real estate lead follow-up script. No matter what type of lead you’re following up with, this is when you’ll get the most conversions. Following up shows your potential clients that you are trustworthy and genuinely want to help them. While at it, ensure you’re not letting any leads fall through the cracks by tracking your lead communications with a real estate CRM.

Use Pipedrive’s low-cost CRM and essential real estate agent tools, such as document management tools and email marketing functionality. It also includes a sales pipeline that you can drag and drop to track the progress of your leads and focus on those most likely to convert. Set reminders and tasks to help you organize your communication and interactions with current and past clients to prioritize and nurture everyone in your pipeline.

7. Listing View Lead Script

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Hello, [lead’s name], I’m [your name] with [real estate agent agency name]. How are you today?

I see that you were looking at one of the properties on our website! Do you have a few minutes available for me to hear more details about what you’re looking for?

• What did you think of the property?
• What features were the most compelling?
• Are you looking at homes in a certain price range?
• What are your nonnegotiable features in a home?
• What kind of financing are you considering for a home purchase?
• Do you have any current doubts or concerns about the homebuying process?

Great! It sounds like your next step is to [schedule a showing/meet with a lender]. Would you like me to [connect you with a trustworthy lender/make an appointment]?

In the meantime, I’d also like to send over some other properties you might like to get your wheels turning. Is [insert email] the best email for you?

Wonderful. Thanks for taking the time to answer some of my questions! I’m excited about finding you a new home.

• Our expert advice: If website visitors don’t take action while on your website, they likely won’t remember it or return to it. That’s why personally calling a lead after they’ve viewed one of your properties is a great way to stand out. Your goal is not to sign them on as one of your clients immediately but to allow them to trust you and feel heard. This way, you’ll have fewer real estate objections in the future.

8. Referral Buyer Lead Script

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Hello, [lead’s name]! How are you doing today? I’m [your name] with [real estate agent agency name], and I got your name from [referring agent/friend]. How did you meet [referring agent/friend]?

He/she mentioned that you are looking for [insert details provider by referring individual]. Do you have about five minutes to give me more info on what you’re looking for?

• Are you thinking about buying a home in our area?
• What type of property are you interested in purchasing?
• Do you need lots of room or a smaller property that’s easy to maintain?
• Can you describe your perfect property for me?
• Do you have a budget in mind?
• Do you need to sell a home before you move here?

OK, great! I have a few listings that might be perfect for you. Is [email address] the best email for you?

I’m going to send those over later today. Do you have any other questions for me?

Great. Well, it seems like your next step is [insert details], so I will [connect them with a trusted lender/start making appointments/other].

I’m really looking forward to seeing what we can find for you!

• Our expert advice: According to the National Association of Realtors (NAR), 87% of homebuyers and sellers would recommend or refer their agents to others. The more you can grow your referral network, the more you’ll be able to boost your income. Start your call off on the right foot by using the provided real estate scripts for buyers above, establishing your connection with this lead, and asking questions about the friend who recommended you.

9. Referral Seller Lead Script

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Hello, [lead’s name]! How are you doing today? I’m [your name] with [real estate agent agency name], and I got your name from [referring agent/friend]. How did you meet [referring agent/friend]?

He/she mentioned that you are thinking about selling your home. Do you have a few minutes right now so I can hear more about what you need?

• How many beds/baths does the house have?
• What is the square footage?
• How old is the house?
• What neighborhood do you live in?
• What is your ideal sales price?
• Are you moving to another area?
• Do you have an agent to handle the sale?
• Have you tried selling your house in the past?
• If so, what complications did you encounter?

I have some ideas on selling your property to get you the most money. The next step for me is to come and tour your house. And then we can talk about the timing and marketing. When would be a good time to meet?

Great, [date/time] works for me, too! I look forward to seeing you―and your home―then!

• Our expert advice: This real estate lead script will help you build rapport, establish your standard connection with the lead, and immediately make them feel valued. After you hear their perspective and thoughts about selling their home, give them a clear next step. This could be a meeting, a house tour, or a CMA, but make it clear, easy, and appealing.

10. Expired Listings Lead Script

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Hello, [lead’s name], I’m [your name] with [real estate agent agency name]. How are you doing today?

I saw that your property was listed for sale but went off the market. How was that experience for you?

I looked at some of the details about your property, and I believe we can sell it successfully. I don’t want to take up too much of your time, but I would like to give you some hope and show you how I’ve sold expired properties in the past.

Can I send you an email at [email address]?

You live in a unique area, and there are lots of people interested in a property in your neighborhood―we just have to target them. I’ll send you this email and call you in a few days to plan the next steps. Do you have any questions for me?

If you have any questions, feel free to reach out at [insert your phone number] or email at [insert your email address].

• Our expert advice: Approaching owners of expired listings is a little different from other cold calls because more emotions and competition are involved. Before using expired listing real estate scripts, remember that these owners are probably frustrated with their previous agent and worried about their future. You might be one of many real estate agents or brokers calling them. Stand out by listening to them and giving them an expired listing letter and proof that you know how to sell expired or hard-to-sell listings.

11. Probate Referral Lead Script

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Hello, [lead’s name], I’m [your name] with [real estate agent agency name]. How are you doing today?

I’m calling because [insert partner name, and professional title, if useful] suggested that I connect with you about selling a family home. I know this is a difficult and chaotic time, and I’d love to alleviate some of your stress. Do you have a few minutes right now for me to hear more about what you need?

• How quickly are you looking to sell the property?
• How much do you want to sell the property for?
• How many beds/baths does the property have?
• What is the square footage?
• Are there any outstanding features like a pool or large lot size?
• Do you already have an agent?

That’s all my questions. Thank you for answering those during this time. Is [email address] the best place to get some more details on what selling your home would look like?

Do you have any questions or concerns for me now?

I’ll email you later today and call you back in a few days to discuss the next steps. Feel free to reach out if you have any questions!

• Our expert advice: When you call a probate listing lead, there’s a good chance they are in the middle of grief and feeling overwhelmed by selling a family home. So before using probate lead scripts, it’s essential to be sensitive to how they feel about the situation and make them feel heard. If they don’t already have a real estate agent, they might be thankful to hear from someone who understands them and knows how to help them.

Tips for Collecting Internet Real Estate Leads

Even the best scripts for real estate internet leads will go to waste if you don’t have high-quality leads. That means you must use multiple real estate lead generation strategies to find accurate contact information for people seeking real estate help. Add things like hosting an open house and building your sphere of influence.

A few of the top ways to generate internet real estate leads include the following:

• Advertising and marketing: Using Facebook or Google Ads can get your name in front of specific audiences, allowing leads to request information. They wait for your call instead of being surprised to hear from you. In addition, you can use a tool like Offrs to predict when homeowners are getting ready to sell a home and reach out to them before other real estate professionals.
• Networking: Networking will generate some of your most reliable connections and leads. Attend in-person or online events like open houses, NAR meetings, or Chamber of Commerce groups to build your network, grow your sphere of influence, and generate leads without upfront costs.
• Real estate agent referrals: Real estate agents often refer leads to other agents if those leads are outside their farm area or niche. To get the most real estate agent referrals, ensure you have a robust professional network and gain the trust of other credible agents.
• Friends and family referrals: Many real estate agents build their businesses on personal referrals since clients often find it easier to trust referred agents. Keep referral leads coming to your pipeline by consistently checking in with previous clients.
• Partnerships: Partnerships are similar to referral leads, but they come from other local businesses like mortgage brokers, lawyers, contractors, and plumbers. Look for companies that serve people with the exact same needs as your audience to get the most benefit from partnership leads.
• FSBO/expired listings: FSBO and expired listing leads are unique because they actively try to sell their home. With the right strategy and a lead generation tool like REDX, this can become a profitable niche for any agent.

FAQs: Scripts for Real Estate Internet Leads

What should you say to real estate leads?

How do you convert real estate internet leads?

What are the 4 pillars of real estate cold calling?

Bringing It All Together

Using scripts for real estate internet leads enables you to build a connection while staying on topic. Gather valuable information about the needs of your leads and build their trust. Keep your scripts polite and respectful, and stay focused on how you can solve your potential client’s problems. Have you used any of our real estate internet lead scripts? Share your experience in the comments!

The post 11 Scripts for Real Estate Internet Leads (+ Tips) appeared first on The Close.

Disclaimer: While this article provides guidance accompanied by research, always seek professional legal advice if you or your clients experience a violation of real estate fair housing laws.

What Is the Fair Housing Act?

The Fair Housing Act (FHA) is a United States federal law created as part of the Civil Rights Act of 1968. It was created to prohibit housing discrimination during the sale, rental, or financing process. The law applies to single-family homes, apartments, and condos, regardless of whether they are sold or rented. The law also applies to mortgage lending, insurance, and marketing advertisements for housing.

The Fair Housing Act of 1974 and 1988 was amended to include additional groups of protected classes. Below are the FHA-protected classes determined by the Fair Housing Act as it stands today:

• Race
• Color
• National origin
• Religion
• Sex
• Familial status
• Disability

The FHA is a federally implemented law that acts as a baseline for states and local governments to create laws surrounding fair housing. Depending on the state, fair housing real estate laws have expanded protected classes under the Federal Housing Administration also to include:

• Gender, gender expression, and gender identity
• Citizenship status
• Partnership status
• Lawful occupation
• Ancestry
• Source of income
• Age
• Domestic violence victim status
• Genetic information
• Marital status
• Medical condition
• Sexual orientation
• Military or veteran status
• Primary language
• Criminal background

What Is Prohibited According to the Fair Housing Definition?

Real estate agents must understand that The Fair Housing Act and state-specific laws aim to protect their business and their clients against discrimination. The federal Fair Housing Act in real estate prohibits discriminatory activities in all aspects of housing and for landlords, agents, and lenders.

However, there are certain exceptions to this law. The Fair Housing Act does exempt owner-occupied single-family buildings with four or fewer units sold and rented by the owner and housing operated by religious organizations or private clubs with limited occupancy to its members. Also, the FHA prohibits discrimination against familial status or age and senior housing with age requirements of 55 or 62 years of age, and communities participating in senior housing programs are exempt properties.

Fair Housing Act Enforcement

The Fair Housing Act empowers the U.S. Department of Justice (DOJ) to file a lawsuit against an individual or organization engaged in a “pattern or practice” of discrimination. The DOJ can also act if a group of people has been discriminated against in a way that raises a matter of “general public importance.” The U.S. attorney general can decide what constitutes a matter of “general public importance.”

The DOJ can sue under FHA for systematic mortgage discrimination or if a group’s denial of rights raises public concern. The DOJ can even file criminal charges when discrimination involves force or threats. Individuals who believe they have been discriminated against can file complaints with the U.S. Department of Housing and Urban Development (HUD) or initiate legal proceedings in federal or state courts. The DOJ may even provide legal representation to individuals based on HUD referrals.

When someone files a discrimination complaint, HUD is responsible for conducting a comprehensive and timely investigation. If conciliation is unsuccessful, HUD will determine whether federal laws have been violated. If there is reasonable cause to believe such laws have been violated, HUD will issue a Charge of Discrimination. Within 30 days, the person who filed the complaint or the respondent may choose to have the charge heard in a HUD administrative law court or federal court.

Federal Court Trial vs Administrative Hearing

Discrimination complainants can opt for a federal court trial or an administrative hearing by HUD. The former is represented by DOJ attorneys and heard by a judge or jury and may result in compensatory and punitive damages. The latter is represented by HUD attorneys and adjudicated by an administrative law judge, which may lead to civil penalties and compensatory (not punitive) damages. Both can issue written opinions and order injunctive relief, with the option to appeal to the U.S. Court of Appeals.

Special Considerations

Proving housing discrimination can be difficult, and collecting good evidence is helpful. Contact a local fair housing center or an attorney for guidance. Some states provide additional fair housing protections beyond federal laws. For example, New York State Human Rights Law protects against discrimination based on various factors, including creed, national origin, sexual orientation, gender identity or expression, military status, age, and lawful source of income.

Fair Housing Violation Statistics

Expanding your knowledge of Fair Housing real estate laws will give you a better understanding of how discrimination affects the real estate industry. Learn more about the statistics of Fair Housing Violations by referring to the data provided below. All these statistics are from the 2024 Fair Housing Trends Report released by the National Fair Housing Alliance.

• In 2023, 34,150 fair housing complaints were received by private non-profit fair housing organizations, HUD, FHAP agencies, and the DOJ.
• Private nonprofit fair housing organizations processed 75.52% of complaints, a 5.68% increase from the previous year.
• Discrimination based on disability accounted for the majority (52.61%) of complaints filed with FHOs, HUD, and FHAP agencies.
• There were 1,521 complaints of harassment reported last year, an increase of 66.23%.
• There were 824 complaints based on color reported last year; this represents an increase of 35.30%.
• California has the highest number of total complaints at 8,667. This number is 25% of the total fair housing complaints received by private non-profit fair housing organizations, HUD, FHAP agencies, and the DOJ.

5 Ways Real Estate Agents Can Comply & Protect Against Violations

When becoming a real estate agent, it’s crucial to thoroughly understand and comply with all national and state-specific fair housing laws. Violating the laws can lead to legal action and financial penalties that damage or end a real estate agent’s business. Therefore, real estate agents must understand how to protect themselves and their clients against FHA violations.

1. Know How to Answer Frequently Asked & Risky Fair Housing Questions

Real estate agents should be cautious when answering client questions about preferred neighborhood characteristics, location, and desired quality of living. Some of these questions relate to protected characteristics and could cause a violation of fair housing laws. Agents must focus on the properties themselves, have resources to direct clients to, and avoid making general assumptions when responding to their clients. 

Below are some frequently asked client questions considered fair housing real estate violation examples and proper responses that will help you avoid violating the FHA:

2. Review Your Advertising & Marketing Materials for Potential Fair Housing Violations

The language used by agents in marketing and advertising materials must comply with fair housing laws. Agents must avoid using words that can be discriminatory to a protected class in their property descriptions, websites, marketing materials, and real estate ads.

To eliminate real estate fair housing violations in advertising and marketing, agents should use inclusive language, avoid stereotypes and generalizations, and follow fair housing guidelines when creating materials. Agents should also be aware of the types of language and imagery perceived as discriminatory, such as words or phrases that imply preferences for a certain race, religion, sex, or familial status. Some examples of fair housing words to avoid and reasons for the fair housing violation:

Small changes to your marketing language can ensure you are not violating real estate fair housing laws. Ultimately, you want to market the property in the best possible light by highlighting its amenities, features, and special details that will appeal to the appropriate target audience.

3. Be Confident With Real Estate Testers

The Fair Housing Testing Program is a program to help fight against housing discrimination by sending testers to pose as buyers and renters. Testers are similar to mystery shoppers who pose as interested parties and document their interactions with real estate agents or property managers to assess whether fair housing laws are being followed.

These testers will gather evidence of discriminatory practices by real estate agents or property managers. They will call to inquire about listings or even attend open houses and showings and ask leading questions to see if you violate any fair housing laws. As an agent, being confident and professional when interacting with real estate testers is essential to ensure compliance with the Fair Housing Act. Here are some tips to be extra prepared if you encounter a tester:

• Be familiar with fair housing laws and the covered protected characteristics.
• Understand what is allowed regarding advertising, showing, renting, or selling properties.
• Regularly check HUD, DOJ, and your local state website for updates to real estate fair housing laws and regulations
• Attend training sessions at your local real estate board and brokerage
• Select continuing education hours that cover fair housing laws

4. Know Who to Contact When Discrimination Occurs

When fair housing discrimination occurs to you or your clients, real estate agents should know who to contact to report and address it. You can submit a claim with HUD online, via email, or physical mail. Document the incident in as much detail as possible, including the date, time, parties involved, actions, etc.

Here are some options for who to contact if a violation occurs or if you have fair housing questions:

5. Promote Equality

Real estate agents and brokers should treat all clients equally regardless of their protected status. They should avoid steering clients to particular neighborhoods or properties based on their protected status and refrain from using discriminatory language in their advertising or communications. One way to avoid unintentional discrimination in your real estate practice is to use standard screening criteria for all applicants, such as credit and criminal background checks, and give all your clients the same information packet.

FAQs

What are the penalties for violating the Fair Housing Act?

When did the Fair Housing Act pass?

Who does the Fair Housing Act protect?

When real estate professionals comply with fair housing laws, what are they helping to do?

Bringing It All Together

It’s critical to your career to understand the definition of fair housing, take its laws seriously, and be proactive in preventing discrimination and promoting equal housing opportunities. Stay informed of any changes or updates to fair housing laws, and regularly review your practices to ensure compliance. By following these steps, you can help protect yourself against fair housing violations and ensure you provide all clients with equal housing opportunities.

The post Fair Housing in Real Estate: A Guide for Agents & Brokers appeared first on The Close.

Bonus: Download The Close’s Buyer Presentation Template

What Is a Buyer Presentation?

You’ll need to seal the deal with that prospect once you’ve generated a buyer lead through your real estate prospecting efforts. A buyer presentation is a short, semiformal presentation that lays out the professional relationship between buyer’s agents and leads. It is typically given after the initial conversations with potential buyers. It’s a way to showcase your expertise and marketing strategies, convey clear and realistic expectations, explain the homebuying process, and ask questions.

What to Include in a Real Estate Buyer Presentation

In a real estate buyer presentation, it’s essential to include information that thoroughly showcases your expertise and the available property listings. Some key elements to include are as follows:

• Personal introduction: Provide a brief introduction about yourself, your experience in the real estate industry, and any notable achievements that highlight your expertise and neighborhood knowledge.
• Buyer’s needs: Summarize their wants, needs, and dreams for their new home to show that you’ve listened.
• Buying process overview: Break down the buying process into clear, easy-to-understand steps.
• Market overview: Provide a snapshot of the current market conditions, trends, and what they mean for the buyer.
• Financial overview: Discuss financing options, preapproval, and estimated closing costs to prepare them financially. 
• Property selections: Present a curated list of properties that match their criteria, highlighting unique selling points.
• Testimonials: Share stories and testimonials from your past clients to show your track record of success and build trust.
• Next steps: Clearly outline the actions needed to move forward.

Steps for Creating a Buyer Presentation

Crafting an effective buyer presentation involves specific steps. These include researching your audience, tailoring your approach, and following up appropriately. Below is an overview of the essential steps for creating a buyer presentation that grabs attention and delivers results.

Step 1: Pick an Interactive Template

Interactive templates fully immerse your clients in the experience during a real estate buyer presentation. These templates enhance the visual appeal of your presentations and make them more engaging and memorable for your clients. Use a template that allows your buyers to explore stunning property photos, view 3D floor plans, and take a virtual neighborhood tour. These features transform the presentation into an exciting journey rather than a static display.

Canva is a popular, easy-to-use, and versatile graphic design tool. It is the preferred design tool for real estate agents who need to quickly create professional marketing materials. Canva offers templates, editing tools, and sharing options for custom property flyers and branded social media posts.

Step 2: Understand & Uncover Your Buyer’s Needs

To understand the buyer’s needs and wants, you must learn about their life and what they like. Instead of asking about basic things like where they want to live and how much money they have, ask them questions via an online form about their current living situation, reasons for moving, previous experiences with buying a home, and what they’re looking for in an agent.  

Then, when you meet them, give them a map and ask them to show you where they want to live and where they don’t want to live. They can also write the most important things they want in a home and the things they don’t want. This method personalizes the discussion, making potential buyers active participants in the search process.

Step 3: Clearly Explain the Homebuying Process

It is essential to guide homebuyers through the intricate homebuying process clearly and concisely. By doing so, you will minimize their anxiety and establish trust. 

Here are important steps on the homebuying process timeline:

• Financing: Evaluate financial readiness and credit score.
• Budget: Determine their budget and decide how much your clients can afford to spend on a house.
• Financing options: Research and explore different financing options, such as conventional, FHA, VA, and USDA loans.
• Mortgage: Get preapproval for a mortgage.
• Home search: Selecting properties that meet the buyers’ criteria and arranging viewings.
• Make an offer: Discuss factors like the current market, the home’s value, and how to negotiate effectively.
• Inspections and appraisals: Check that the home is in good condition and worth the investment.
• Closing: Walk them through what to expect at closing, from signing paperwork to receiving the keys.

Step 4: Include a Market Analysis

To help buyers make smart decisions, provide comprehensive market information, including home price trends, property variety in different neighborhoods, average time on the market, and insight into negotiation and purchasing under current market conditions. Ensure you have all the information you need to feel confident about your investment in this market.

Step 5: Showcase Properties

It’s essential to do more than recite the home features when presenting properties. Instead, bring each home to life by creating stories that link the property to the buyer’s lifestyle. To make it engaging and visually appealing, use the following:

• Consider engaging scenarios to make the property features more relatable. For example, you could say, “Imagine hosting Thanksgiving and birthday dinner in this spacious living and dining room,” or “Envision relaxing on the weekend in this bright and tranquil garden patio.” These little narratives can help potential buyers visualize themselves living in the space.
• To appeal to the senses, add vivid sensory descriptions, such as the fireplace’s warmth and the nearby park’s peaceful sounds.
• Use high-resolution images, interactive virtual tours, and authentic testimonials from previous clients to enhance credibility and evoke emotion.

Step 6: Present Different Financing Options

Remember to provide transparent information about the financial aspects of buying a property. This includes explaining the down payments, closing costs, and ongoing expenses like property taxes, insurance, and maintenance. Remember that you are not a mortgage professional, so generalize financing and provide contact information for mortgage professionals.

Step 7: Present Sample Buyer’s Representation Agreement

As you wrap up your presentation, touch on the buyer’s representation agreement. In real estate, things can be full of surprises, and without this agreement, there’s a chance of investing a lot of time in clients only to see them switch to another agent at the eleventh hour. It’s crucial to showcase a sample agreement and guide them through key sections, like exclusive representation, your role as their agent, and how you will receive compensation.

Step 8: Show a Clear Next Step

It’s important to end your real estate buyers presentation by clearly outlining the next steps. Instead of just saying “thank you,” let them know what to expect next. This could include setting up property tours or diving into offer strategies. Provide a clear timeline to maintain momentum. Answer any questions and demonstrate that you are prepared to assist them throughout their homebuying journey. This approach keeps things organized and shows your dedication to helping them find the perfect place.

Tips for Delivering a Buyer Presentation 

Now that you know how to create a buyer presentation and have a template ready to go, let’s review the tips for delivering your presentation in a way that builds a foundation for a solid buyer-agent relationship.

• Role-play your presentation with another agent. The more you practice, the easier the presentation will be to deliver, even if you have some nerves.
• Deliver your presentation in person (if possible). Avoid giving your presentation virtually because building rapport is much easier in person. Plus, that firm handshake, warm smile, and confident eye contact will go a long way in convincing your leads that you’re the agent for them.
• Use a large monitor or tablet to give your presentation. If you don’t have a conference room with a large monitor, consider pooling together with other agents in your office to buy a big tablet specifically for presentations—better yet, convince your broker to buy you one!
• Break the ice with small talk (but don’t overdo it!). Starting your presentation with a minute or two of small talk will not only break the ice, but it also has the potential to build rapport more quickly than your entire presentation.
• Tell them how long the presentation will take. We think you should keep your part to less than 15 minutes and leave plenty of room for questions.
• Ask specific and open-ended questions. So you can gather information for your profile, build trust, and get them excited about their search. You can ask questions to create an actionable buyer profile during your presentation. Choose three to four questions that best fit your situation and help you build the most knowledge:
  • Have you ever worked with a buyer’s agent?
  • Why do you want to find a new home, and why now?
  • What kind of monthly payment would you be comfortable with?
  • How experienced are you with the mortgage process?
  • If you had to choose one, would you choose a great location, price, or home?
  • Is there a specific school district you want to be in?
  • How important is a fast commute to work?
  • What is your time frame for finding a home?
  • When is the best time and day of the week to reach you, and how do you prefer to communicate?
  • Can you paint me a picture of your dream home?
• Don’t ask them to sign an exclusive buyer agreement…yet. Walk them through the agency disclosure agreement and tell them you don’t want them to sign an exclusive agreement until they know you better. Promise to earn their loyalty. When you are ready to ask for the signature, I like a simple, straightforward, “So what do you think? Have I earned your business?”
• Send them a PDF of the presentation. If you really want to wow them, come with buyer agent checklists or write an e-book on the buying process and local market and send it along with your presentation and packet.
• Remember that knowledge = confidence. Walk into your presentation confidently because you have the information and the skills.

Bringing It All Together

Delivering a top-notch, successful buyer’s presentation takes confidence (and a little thoughtfulness), but if you do it well, you can convert those warm buyer leads in as little as 15 minutes. Do you have any real estate buyer presentation templates, buyer presentation scripts, or advice for new agents giving their first buyer presentations? Or maybe a story about a buyer presentation that went sideways? Let us know in the comment section.

The post The Buyer Presentation: A Step-by-Step Guide to Convert Clients appeared first on The Close.

The Close’s Top Picks for Best Real Estate Software

1. LionDesk

• Best for: CRM
• Monthly cost: Starts at $29

If you’re looking for a user-friendly and affordable customer relationship manager (CRM) as you scale your real estate business, try LionDesk. Starting at $29 per month, LionDesk provides essential tools, such as bulk email, drip campaigns, and automation, along with other features like integrated landing pages and a digital ad portal. While its artificial intelligence (AI)-powered virtual assistant Gabby isn’t included in the platform anymore, LionDesk is still an excellent option for agents who want to streamline business operations without breaking the bank.

2. Zillow Premier Agent

• Best for: Lead generation
• Monthly cost: Depends on the market; around $300 to $1,000

Created by one of the best real estate tech companies, Zillow Premier Agent is a lead generation service that connects agents with potential buyers and sellers through Zillow’s extensive network. If you use this service, you get featured in property listings, which boosts your visibility and attracts more qualified leads. Although pricing can be steep, many agents find it a valuable investment due to the sheer volume of potential clients it delivers. Additionally, Zillow Premier Agent offers tools to help agents efficiently manage these leads, such as CRM, performance analytics, and integration capabilities.

3. Zurple

• Best for: Automated lead nurturing
• Monthly cost: Starts at $309

Do you ever wish you could figure out when your leads are ready to buy or sell before they’re ready? Zurple lets you do just that. This real estate agent software is designed to help agents identify when leads are ready to move, allowing for a timely engagement. Zurple starts by generating exclusive leads for you. But instead of generic drip campaigns, Zurple’s intelligent nurturing system sends them personalized emails and texts based on their behavior. When a lead shows signs of being ready to buy or sell, Zurple alerts the agent, making it easier to step in and close the deal. It takes all the guesswork out of lead nurturing so you can focus on selling.

4. Catalyze AI

• Best for: Predictive analytics
• Monthly cost: Subscription starts at $180

Catalyze AI is a predictive analytics platform for agents to identify motivated sellers likely to sell their properties soon. Like real estate chatbots, Catalyze AI leverages advanced data analysis to help agents focus their marketing efforts on properties that will likely hit the market. You’ll receive new leads each month and begin building relationships that make you the natural choice when choosing a realtor.

5. REDX

• Best for: Prospecting and phone dialer
• Monthly cost: Starts at $50

If you’re cold calling without using a real estate phone dialer, you’re leaving money on the table. Ask any agent who cold calls. There’s no way your fingers can keep up with the numbers you need to dial or deal with voicemails, hang-ups, and wrong numbers. So if you want to start cold calling FSBOs, expired, or to effectively connect with prospects living around one of your listings, then you owe it to yourself to upgrade to REDX + Power Dialer. Even better, REDX offers The Close readers $150 off the setup price, automatically deducted when you click over to their site from this article.

6. Market Leader

• Best for: Exclusive and affordable leads
• Monthly cost: $189

Since the previous software we’ve mentioned tends to be on the pricier side, here’s a budget-friendly real estate solution that offers agents exclusive leads: Market Leader. The platform ensures you get the number of leads you expect while keeping costs manageable. Market Leader also has powerful CRM and marketing tools to help you nurture your leads. If you want to experience the best of Market Leader, check out Network Boost.

7. Curb Hero

• Best for: Open houses
• Monthly cost: Free

Formerly known as Block Party, Curb Hero provides agents with free open house sign-in software. It might not have all the bells and whistles of competitors like Open Home Pro and Spacio. Still, Curb Hero stands out with its touchless QR code sign-in, single-property websites, and the ability to gather background information. Additionally, it integrates with over 200 CRMs—all for free.

8. Styldod

• Best for: Virtual staging
• Monthly cost: Starts at $16-$23 per photo

Want to stage your property listing the quickest way possible? Use virtual staging. Styldod is a virtual staging platform that allows agents to transform unappealing or empty spaces into attractive, fully furnished properties. Agents can choose from a variety of design styles to suit their listings. Styldod offers 3D renders, furniture replacement, and virtual renovations to enhance listings and attract potential clients. For as low as $16 per photo, you’ll get your staged images in as little as 48 hours. What’s not to love about Styldod?

9. Showami

• Best for: Showings
• Monthly cost: Starts at $39

Do you currently have many property listings and don’t know how you’ll get through several showings and meetings? If you’re a busy agent who needs help showing properties, Showami is the answer. The software connects agents with other licensed agents who are available to assist. Showami operates on a pay-per-showing model, allowing agents to manage their time without worrying about losing business due to schedule conflicts. By using Showami’s services, you’ll be able to accommodate more clients and grow your business without being physically present at every showing and losing your commission.

10. Luxury Presence

• Best for: Luxury IDX websites
• Monthly cost: Undisclosed; contact Luxury Presence for pricing

Establishing a solid personal brand is key to your success if you want to navigate the high-end real estate market, and your website should be one of your priorities. As one of the pioneers in luxury real estate website design, Luxury Presence should be at the top of your list for realtors software that helps you create a stunning website. Known for crafting sleek and attractive websites, Luxury Presence offers solutions catering to luxury real estate agents. Its platform provides many design options and integrates essential tools like SEO optimization, IDX home search, and lead generation features.

11. Placester

• Best for: Website builder
• Monthly cost: Subscription starts at $29

Placester is a website builder that offers IDX integration, built-in lead capture forms, CRM for managing client relationships, and its best-selling feature—do-it-for-me concierge services. Additionally, Placester offers helpful features like prewritten content libraries and a brand-new services marketplace to help you quickly find design and tech talent. While it is no longer the most affordable website builder, Placester is still an ideal choice for agents seeking a robust online presence.

12. Canva

• Best for: DIY design and free templates
• Monthly cost: Free; subscription starts at $10

Canva makes it easy for real estate agents to create professional-looking marketing materials, social media content, and website graphics, even for those with little design experience. This real estate software for agents is popular for a good reason. At just $10 monthly, Canva lets you use various customizable templates. While the free version offers plenty of resources, subscribing unlocks additional features like a custom branding kit, premium assets, background removers for photos and videos, and a social media scheduling tool, offering even more creative flexibility.

13. Agent Crate

• Best for: Social media posting on-the-go
• Monthly cost: Subscription starts at $29

Agent Crate is an all-in-one software for real estate agents that includes customizable websites, lead gen tools, and automated marketing solutions like social media templates, email campaigns, and branded assets. Agents can easily manage their online presence and maintain branding across various channels. For only $29 per month, you’ll get access to a content library filled with ready-to-use marketing materials and a built-in design studio. 

14. Coffee and Contracts

• Best for: Marketing templates
• Monthly cost: $54

Here is another option for your real estate marketing templates, our agents’ favorite at The Close: Coffee and Contracts. This real estate software provides agents with many marketing tools and resources to help them build their brand. Coffee and Contracts’ customizable templates make it easy for agents to maintain a consistent online presence. Want to post a trendy real estate topic or educational content? Coffee and Contracts has a template for you.

15. Slack

• Best for: Communication and collaboration
• Monthly cost: Free; subscription starts at $15 per user

One of the best real estate software programs on this list, Slack is a powerful communication tool that enhances collaboration among teams and brokerages. The platform offers multiple channels for various topics and conversations, allowing agents to send instant messages, share files, and engage in huddles and video conferences. My favorite feature of Slack is how easy it is to search past messages through its history. Slack also integrates with some of the most popular office software, including Dropbox, DocuSign, Google Drive, Zoom, and Microsoft Outlook.

16. Dotloop

• Best for: Transaction management
• Monthly cost: Subscription starts at $31.99

If your office doesn’t offer real estate software like Dotloop and other perks, it might be wise to sign up and track your deals with Dotloop. Dotloop is a user-friendly transaction management software that allows agents to create, edit, and e-sign documents in one place. This functionality reduces the need for multiple tools and apps, making transactions less prone to errors. The platform improves collaboration by providing real-time updates and secure communication, helping agents stay organized.

17. Agently

• Best for: Agent coaching and goal setting
• Monthly cost: Subscription starts at $59

Looking for productivity realtors software for your small team? Try Agently. The platform provides automated agent onboarding and coaching, tailored action plans, financial goal tracker, social media templates, and more. Agently helps agents maintain consistency and efficiency in their daily operations. By automating tasks like social media posting and client follow-ups, Agently allows agents to focus on business growth, weekly challenges for their CGI goals, and client interactions.

Methodology: How We Selected the Best Real Estate Software Programs

Our expert researchers, agents, writers, and editors at The Close researched and reviewed dozens (if not hundreds) of real estate apps and software. We analyzed each software and based our top picks on the following criteria:

• Pricing
  • How does each software’s price compare to competitors? We evaluated the cost of each software, how much each subscription package is, the value of features provided, and whether it offers a free trial.
• Utility
  • We reviewed each software’s functionality and features, focusing on whether its tools streamline workflows, make agents’ lives easier, or complicate tasks even more.
• Ease of Use
  • We considered how intuitive and accessible each software is for agents of different skill levels. Was the real estate software program easy to navigate, even for beginner agents? How user-friendly was the interface? Does the software allow agents to focus on their tasks without getting bogged down by technical difficulties?
• Reputation
  • We evaluated each realtor’s software’s reputation by reviewing verified user reviews and expert opinions. How has each software’s user base grown over the years? Real estate software programs with a strong track record of reliability and positive reviews from industry experts were considered for this list.

Read more about our methodology here.

Frequently Asked Questions (FAQs)

What software do realtors use?

What software does Keller Williams use?

How do I start a real estate CRM?

Bringing It All Together

When choosing real estate agent software programs, consider how well they align with your business needs and goals. Any life-changing realtor software we’re missing out on? Let us know in the comments!

The post The Top 17 Real Estate Software Programs for 2024 appeared first on The Close.

So buckle yourself in; you’re about to get a crash course on Mike Ferry real estate scripts. Start by downloading all 10 Mike Ferry scripts for free below, then read along for additional tips and tricks to make them work for you.

1. Just Sold or Just Listed Script

Just listed or just sold scripts are a great way to leverage properties you’ve sold to generate more leads in a specific geographic area. Since you’ve already listed or sold a property in the area, you will be able to talk the talk about the location while also circle prospecting for your next client to help. It is also an opportunity for you to showcase the marketing materials and work you’ve done with the recently sold property.

Eric Jon Melnikoff, a Keller Williams Realty broker, exemplifies Mike Ferry’s Just Listed/Sold Script. He employs a friendly tone to build rapport with potential sellers and emphasize his role in recently sold properties.

• Key Takeaways:

• Show off your skills by highlighting the marketing and advertising efforts you put into selling a past property and explain how these methods can help sell their home. 
• Become an expert in a specific geographic area, so you’re the go-to real estate professional.
• Get to know your caller by asking them questions about their plans.
• Schedule a face-to-face, or virtual face-to-face, appointment to move to the next steps.

2. FSBO Script

A for sale by owner (FSBO) lead is someone selling their house without a real estate professional, either because of past agent-related issues or to avoid broker fees. Agents can use an FSBO Mike Ferry listing script to persuade sellers to choose them over working independently. As we know, selling a property is hard work, so don’t be afraid to expand on that point when pitching to FSBO homeowners. 

Rick Colton of Colton Lindsay Realty used Mike Ferry’s FSBO Script during a live call with an FSBO lead. He skillfully adapted the script and adeptly addressed objections by actively listening, mirroring objections, identifying underlying concerns, and empathizing with the prospect’s concerns.

• Key Takeaways:

• Keep your FSBO scripts clear and straightforward.
• Show genuine interest and pay close attention to what homeowners say.
• Respect their decisions. Don’t make a follow-up call if they turn down your services.
• Provide your contact information in case they decide to list with an agent later.
• Bring up past FSBO leads you’ve assisted or other sales where you went above and beyond for the seller to demonstrate how you can help them.

To find FSBO leads, agents can visit Zillow, Craigslist, or their local multiple listing service (MLS) systems. However, buying leads via a lead generation company like REDX is simpler. REDX offers real estate professionals a robust prospecting tool to generate listing appointments. The platform includes FSBO lead sources, expired leads, seller leads, and a lead management tool that simplifies follow-up. Read our REDX review to learn more.

3. Expired Listing Script

Expired listings are properties left unsold after their listing period. Agents can locate leads for expired listings through the MLS, networking with peers, or public records. Unfortunately, clients whose listings have expired are typically unhappy that their house didn’t sell with the previous agent, so exercise empathy when approaching these expired leads. 

The Mike Ferry Expired Script was featured in a live role-play of a listing appointment call between two top-producing real estate agents. Observe how they handle objections by explaining their unique marketing approach, which has proven more effective than previous agents they’ve partnered with.

• Key Takeaways:

• Employ drip campaigns for expired listings to nurture leads over time.
• Use SMS marketing campaigns for open houses and display readiness for business.
• Send eye-catching direct mail like brochures and postcards to schedule appointments with expired leads.
• Deliver a property-focused marketing presentation highlighting overlooked features and sales strategies.

4. Center of Influence or Past Client Script

The center of influence or past client script is used to contact people who already know, like, and trust you, also known as your sphere of influence. It’s not merely “keeping in touch” but uncovering their upcoming real estate needs or potential referrals. Keep track of past clients and maintain a good relationship using customer relationship management (CRM) software that automates reminders for important events like anniversaries or birthdays. 

Mike Ferry Organization’s vice president, Tony Smith, advises using your Center of Influence or Past Client databases to maintain and nurture connections. His video below recommends consistently sending mailings to your previous clients, like postcards distributed quarterly, to touch base, strengthen relationships, and generate new leads.

• Key Takeaways:

• Update clients on market changes, including favorable shifts and other significant developments.
• Establish a real estate client follow-up system using a CRM to manage multiple past clients. 
• Send postcards with information on newly listed and recently sold homes to previous clients.
• Prepare pop-by gifts for in-person visits to strengthen relationships with past clients.

If you’re searching for a real estate CRM to assist you in nurturing and maintaining client relationships, Wise Agent is worth considering. This platform efficiently organizes your sales process and tracks your progress to help you achieve your sales targets. It also offers transaction management, a mobile app, landing pages, digital ads, and more. Take a look at our Wise Agent review, or click the button below to check out their website.

5. Prequalifying the Listing Presentation Script

Before conducting a listing presentation, you should use a prequalifying script to assess the homeowners’ background, reasoning, and financial situation. Doing so lets you personalize your presentation and focus on what matters most to the homesellers. You’ll also weed out homesellers working with other agents or not 100% committed to selling, saving your time and effort for people who want to work with you. 

Anthony Nader, an Epic Real Estate Sales, LLC agent, demonstrates how to use this Mike Ferry real estate script for expired and prequalifying listing presentation script. Anthony successfully booked an appointment with a lead by directly calling an expired listing and asking key questions to prequalify the property.

• Key Takeaways:

• Ask key questions and personalize your presentation.
• Determine the desired listing price for the property.
• Establish the minimum acceptable price for the property.
• Consider interviewing multiple agents to sell your home.
• Understand the amount owed on the property.
• Decide whether to finance the house for the buyer or receive a cash payment.

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6. One-minute Listing Presentation Script

Mike Ferry’s “one-minute” listing presentation script converts home sellers into clients by making a solid first impression and pitching the agent as the best person to hire. Sometimes, you only have a minute to get your point across, so having this script in your toolkit is essential. 

Watch Joey Rodriguez, a local real estate agent in Southern California, demonstrate how he qualifies prospects, overcomes objections, and creates a sense of urgency to close using the “one-minute” listing presentation script. He asked questions like, “Do you really have to sell your home?” and “Do you want me to handle the sale for you?” to close the transaction immediately.

• Key Takeaways:

• Screen real estate leads before working with them.
• Determine leads’ budgets and timelines early on to identify which houses to show them.
• Assert your intent to close the deal and create a sense of urgency.
• Prepare a comparative market analysis (CMA) to have data to show clients and make sense of your assessment of their home. 

7. Absentee Owner Script

Real estate agents should use the absentee owner script to obtain listings from potential home sellers who own real estate assets but don’t occupy or manage them. Absentee owners can be a valuable source of future real estate leads, as they’re often motivated sellers or interested in passive income. Browse rental listings, make cold calls, buy an absentee owner list, or use direct mailing to find these leads.

In a live Mike Ferry cold calling script video, Brandon Mulrenin from ReverseSelling shows how to prospect absentee owners for listing using the absentee owner script. He asks questions like “How long do you own the property?” and “Do you consider selling your property in the future if the prices continue to increase?” to determine potential leads.

• Key Takeaways:

• When speaking with an absentee owner, understand their motivation for not being in the home. 
• Tell absentee owners how you will help them offload their property and move forward with other investment options. 
• Explain how your comparable market analysis process works and how it can help dictate a proper selling price for their property. 

8. CMA Presentation Script

Mike Ferry’s comparative market analysis (CMA) presentation script determines a property’s market value by comparing its price, location, year built, renovations, features, and benefits to those of similar properties that are sold recently or are currently on the market. By presenting this information, your clients will better understand their home’s current value. 

During a live role-play, Monica Diaz, a Century 21 Masters agent, used the CMA presentation script to convert prequalified leads into clients. She compared the seller’s property with just-sold properties and those currently on the market to determine the property’s actual market value.

• Key Takeaways:

• Base the CMA on a thorough analysis of recent sales and listings. 
• Explain the CMA in a way that is easy for the seller to understand. Avoid using jargon or technical terms.
• Present the CMA objectively without trying to persuade the seller to list their home for a specific price.
• Be willing to listen to the seller’s feedback and adjust the CMA if necessary.

9. 40 Real Estate Objections Script

Knowing how to handle objections is integral for agents to build relationships with leads, establish themselves as knowledgeable problem solvers, and determine if a lead is a viable opportunity. Preparing yourself for client objections will help you address common concerns and feel confident.  

To see how important overcoming objections is, download Mike Ferry’s 40 Real Estate Objections Handled scripts and check out The Mike Ferry Organization video below. Mike provides valuable advice on handling objections, such as “The stronger your presentation, the fewer objections you’ll receive” and “Objections must be answered and resolved rather than ignored.”

• Key Takeaways:

• Really listen to what the person is saying, and try to understand their concerns, even if you disagree. Validate their feelings. 
• Answer objections head-on and provide evidence to support your answer. 
• Sometimes, you may need to compromise to overcome an objection. This compromise doesn’t mean giving in to everything the person wants, but it does mean being willing to work with them to find a solution that works for both of you.
• Don’t give up if the person disagrees with you right away. Keep trying to address their concerns, and eventually, you may be able to overcome their objections.

10. Most Common Buyer Objections Script

In addition to general objections, agents and brokers must know how to deal with specific objections, especially from buyers. Most agents start their careers working with buyer clients—handling these will be integral to your success. The Mike Ferry buyer script guides you on effectively handling buyer objections by actively listening to their concerns, avoiding defensive reactions, and working towards finding a solution.

Find more examples of common buyer objection scripts with the Mike Ferry downloadable script. To further understand the Mike Ferry Most Common Buyer Objections script, watch the Mike Ferry Organization’s video below. The video explains how agents can simplify working with buyers by having lenders prequalify all buyers, setting standard buyer requirements, and limiting home showings to three at a time.

• Key Takeaways:

• Acknowledge the buyer’s concern about affordability and ask questions to understand their financial situation.
• The buyer may be uncertain about what they want in a home. Help them narrow their options by asking questions about their needs and wants. 
• The buyer may not be ready to buy a home immediately. Asking questions about their goals can help you create a timeline for when they will be ready to buy.

How to Enhance a Mike Ferry Script

Now that you’ve read and seen the Mike Ferry scripts in action, focus on making them compelling enough to close more deals. Here are tips for using Mike’s scripts to help you get more clients:

Memorize the Scripts Without Sounding Robotic & Stiff

Mike Ferry real estate scripts must fit your character and be delivered in your natural voice to be effective. Follow these guidelines to avoid sounding like a robot:

• Make the script conversational by making it a two-way conversation. 
• Slow down, say things clearly, and pause between thoughts or before answering a question. Your communication does not have to be perfect; it only needs to be genuine and helpful.
• Incorporate stories to prove your points. It helps people to visualize and connect the dots to achieve emotional engagement, which is critical in any decision-making process.
• Have confidence in yourself. When you speak confidently, your tone of voice changes completely. A self-assured person is perceived as well-organized.

Practice Using Mike Ferry Scripts Consistently

Practicing Mike Ferry sales scripts will improve your tone or sound, the impression you make, your rapport, and your overall convincing power. According to Farnam Street, deliberate practice involves the following:

• Point out the specific areas that require improvement.
• Set short-term and long-term goals to determine what to concentrate on at each stage of development.
• Receive constant feedback and instruction.
• Ask for help from a teacher or coach.
• Commit to intense focus and intrinsic motivation.
• Document and assess upgrades all the time.
• Practice consistently and repetitively.

Role-play the Script With a Partner

Another great practice to improve your performance and skills is to role-play the script with a friend or agent who knows some of the objections that buyers or sellers might ask. Learning the script by role-playing is much easier than memorizing Mike Ferry’s cold-calling scripts alone.

To make your role-playing effective, you or your partner could take notes so you can work on improving your style or performance. It would be best to make your role-play as accurate as possible and focused on objectives, allowing your partner to give specific feedback.

Record Yourself During Your Practice

Because it can be difficult to objectively critique your cold calling while role-playing or on the phone, recording yourself on a smartphone or a computer is more feasible. When you listen back to yourself, you may be surprised to discover that what you thought was effective sounded flat or that you are projecting your voice aggressively or communicating too confidently. Modulate your voice and use familiar words or phrases to avoid these things.

Focus on Your Goal to Generate Leads

Real estate agents’ goals include generating and nurturing leads to build their client base and grow a successful business. Mike Ferry’s scripts eliminate distractions, like unnecessary questions, and enable you to focus on your plan, like booking an appointment to see a seller’s house or taking a buyer on a property tour.

Here are some pieces of advice to help you stay focused on your goals:

• Determine which motivators work best for your personality. It could be incentives or achievements.
• Make a list of your goals and keep it somewhere visible—constantly reminding you of the things you want to achieve.
• Break big goals into smaller attainable parts by creating milestones.

Talk Less & Listen More

According to FinancesOnline, a 43:57 talk-to-listen ratio produced their study’s “highest-yielding” conversations, where sales reps spent 43% of their engagement time talking and 57% listening. Therefore, your mindset should focus on solving the potential client’s problem rather than bragging about your excellent performance. 

Listening is a far more valuable skill in sales than talking. It may sound counterintuitive, but remember that an agent’s role is to effectively solve a problem for your clients, not sell them something. 

Frequently Asked Questions (FAQs)

What does Mike Ferry do?

Why is Mike Ferry well-known in the real estate industry?

Is Mike Ferry related to Tom Ferry?

Bringing It All Together

With over 45 years of real estate experience, Mike Ferry and his organization have provided agents and brokers with tools to succeed in the real estate industry. Use these scripts to generate leads and sharpen your sales skills. 

Have scripts that work magic? Share them with us!

The post 10 Mike Ferry Scripts to Generate & Nurture Real Estate Leads appeared first on The Close.

Bonus: Download the Dual Agency Agreement Template

Disclaimer: Check with your state and brokerage to see if they have specific dual agency forms you need to use

What Is Dual Agency?

The real estate term dual agency is when a real estate agent represents both parties in a transaction. A dual agency relationship differs from a single agency in that the buyer and seller are represented by the same agent, who has to balance the interests of two clients. While this could streamline the buying and selling process, it also includes a lot of challenges regarding objectivity and confidentiality.

The real estate agent in a dual agency has a code of ethics that must be rigidly adhered to to deal fairly with both parties. This includes fully disclosing the dual agency relationship with a dual agency agreement and getting informed consent from the buyer and the seller. Otherwise, there may be some legal implications from such a breach of fiduciary duty.

What Is a Dual Agency Agreement?

A dual agency agreement is a critical document that ensures explicit agreement on the facts of a dual agency relationship between the agent and buyer and seller. The role played by the agent, with the limitations of dual agency, must be understood by both the buyer and the seller. The important components of the dual agency agreement include:

• Disclosure: This refers to the clear explanation given to the principal about the nature and extent of the dual agency relationship, including the possible benefits and associated risks.
• Consent: Both parties must consent in writing to their understanding and acceptance of the dual agency arrangement.
• Responsibilities: A detailed description of what duties the agent will perform. This idea would include maintaining neutrality, confidentiality, and adhering to their fiduciary duty.
• Compensation: In case of a reduced commission rate pact, how will their commission be divided or handled.

Responsibilities of a Dual Agent

Since the agent represents both buyer and seller in the case of dual agency, they should deal with their buyers’ and sellers’ interests impartially. Agents must also balance their responsibilities to ensure fairness and adherence to high ethical standards. Some of the responsibilities in a dual agent real estate situation are: 

• Impartialness: The agent should be unbiased and avoid doing anything to benefit one party at the expense of the other. It is challenging since the agent has to balance the interests of the two clients under their control.
• Disclosure: The agent shall disclose all the material facts about the property to both parties. Material fact means any information that may influence a buyer’s judgment or impair a seller’s ability to sell a property.
• Confidentiality: The agent is bound not to disclose any confidential information from one party to the other without explicit prior consent. This confidentiality protects sensitive information that includes negotiation strategies or personal financial details.
• Fiduciary duties: These include the duties of care, loyalty, and obedience to both clients. An agent should always protect the best interests of both parties. They are bound to give honest and competent advice without compromising either party’s interests.

Commission in Dual Agency

Since only one agent or real estate brokerage is involved, a dual agency may make the commission structure a bit easier. Agents can be lenient with their commission rate in a dual agency scenario because no other agent is involved. 

Therefore, they don’t have to worry about another agent’s involvement if they want to discount their commission by a percentage to get the deal done and benefit their clients. However, it should be very clear exactly how the commission division works as outlined in the dual agency agreement and where the cost savings are for both the buyer and seller.

Pros & Cons of a Dual Agency

Agents should consider dual representation real estate if both the buyer and seller want a smooth and efficient transaction and both parties are comfortable with one agent representing both sides. It can be of great value if an agent has specific knowledge about the property and the local market, providing value to both parties. 

Another advantage associated with a dual agency is the leeway to negotiate commission rates, thus benefitting the deal. In dual agency, however, there are potential conflicts of interest between both parties, and each party needs to be aware and comfortable moving forward. Knowing the dual agency pros and cons will help you decide whether you want to put yourself in that situation.

In Which States Are Dual Agency Legal?

Dual agency is legal in many states, although regulations and requirements differ from state to state. States that do allow dual agency require the agents to follow certain disclosure and consent procedures. Dual agency is not permissible in these states:

• Alaska
• Colorado
• Florida
• Kansas
• Maryland
• Texas
• Vermont
• Wyoming

Agents should familiarize themselves with the laws of their state on dual agency so they don’t get involved in illegal activities. This includes knowing additional documentation or disclosure that may be required and how such agreements and letters to clients are to be worded.

Tips to Operate as a Dual Agent

Great care and rigid adherence to ethics should be taken when operating as a dual agent to avoid conflicts of interest and loss of trust. Successful navigation of dual agency is characterized by clear communication, neutrality, and professional integrity. Consider the key practices for effective management of dual agency:

Tip 1: Provide Full Disclosure

Make sure the two parties are fully aware of the existence of a dual agency relationship right from the very start. This would be important in establishing trust and ensuring that both the buyer and the seller know that the agent represents both of them. Full disclosure avoids misunderstanding and possible legal disputes in the future.

Tip 2: Stay Neutral

No act on an agent’s part should be interpreted as favoring one party over another. Provide each client with roughly equal service, information, and comparable support. This helps to establish confidence in the process by assuring both buyer and seller of fair treatment. Balance the needs and interests of both parties without compromising either side.

Tip 3: Use Clear Communication

The agent shall maintain clear and truthful communication with the parties involved. This includes timely progress reports regarding the transaction and immediate disclosure of any material facts or problems as they arise. Effective communication shall help keep both clients fully informed and involved, thereby preventing or minimizing the potential for conflict and misunderstanding. Both parties are to receive timely, accurate information, which will help facilitate informed decision-making.

Tip 4: Practice Professionalism

Abide by statutory and regulatory state requirements relevant to a dual agency that include confidentiality, the truthfulness of information, and loyalty to the client’s interest. The responsible management of a dual agency means being professional in ensuring all acts are within the confines of the law and ethical standards. High professional standards foster trust with one’s clients and facilitate the transaction process through its successful completion.

Scripts to Use When Clients Ask About Dual Agency 

Whenever a client inquires about dual agency in real estate, it is important to respond clearly and with simple language that dispels their fears with clear transparency and total neutrality. Whether describing how the dual agency works, explaining possible conflicts of interest, or just outlining it as an option, your responses reassure the client that their interests will be equally well-guarded. 

The following scripts will guide you through these conversations confidently and help your clients fully understand the implications of dual agency.

Script 1: Explaining Dual Agency to a Client

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Client: “What exactly is dual agency, and how does it work?”

Agent: “Good question. Dual agency would exist if I represented you, the buyer, and the seller in the same transaction. Basically, I have a duty to both of you, and I must remain neutral throughout. I will work to facilitate the transaction as efficiently and smoothly as possible while providing the same service and flow of information to you and the seller.

I’ll disclose all material facts about the property to both parties, but I won’t be able to advocate for one party over the other. What’s important is that both of us, as well as the seller, be comfortable with the situation, and we would all need to sign a dual agency agreement to proceed.”

Script 2: Addressing Concerns About Conflicts of Interest

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Client: “I’m worried that you might be biased towards the seller since you’re representing both of us.”

Agent: “I completely understand your concern, which I take very seriously. I am supposed to be impartial as a dual agent, offering you and the seller the same level of service while providing both of you with all the information. Therefore, I won’t be able to choose one side over the other or give only one side confidential information.

My role is to ensure both parties have the facts they need to make the best decisions possible. If you ever feel uncomfortable or if, at some point, you believe there is a conflict of interest, then we can discuss it and determine what is best.

Script 3: Pitching Dual Agency to a Client

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Agent: “I would like to discuss an option with you that would very much befit your situation: dual agency. This would make me the representative of both you and the buyer. This would streamline communication between us and save us time during negotiations. Because you know I am knowledgeable of the local market, the information and advice I will provide will be useful to both parties involved.

Plus, because I would be handling both ends of the transaction, there would be some opportunity to negotiate a slightly lower commission being paid out on my part, which could save you money. Of course, I would work through that process in a completely neutral and open way. If this is something you’d be open to, I’d be happy to run through the details and answer any questions you might have.”

Script 4: Responding to a Client’s Hesitation About Dual Agency

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Client: “I’m not sure if I’m comfortable with dual agency. What happens if I decide not to go with it?”

Agent: “It’s normal that you should have reservations about dual agency, and that is quite understandable. You must be sure of the decision you are making. If you don’t want to proceed with dual agency, we can certainly look at other options, such as separate representation for each party. The key is to choose a situation that makes you feel most comfortable and confident about the transaction. I am here to support you either way and will be sure that your best interest is protected.”

FAQs

Should real estate agents avoid dual agency?

What is an example of a dual agency?

What is the difference between a sub-agency and a dual agency?

Bringing It All Together

Proper navigation of dual agency requires some thought and clear communication to ensure a fair and efficient transaction for buyers and sellers. The ins and outs of how commissions work, when it’s proper to represent both parties, and formalizing that relationship with a detailed dual agency agreement are all essential considerations. This navigation enables agents to maintain transparency, neutrality, and professionalism in dealing with dual agency situations and support increasing their gross commission income (GCI).

The post What Is a Dual Agent? A Guide for Real Estate Agents appeared first on The Close.

Creative Blog Ideas for Captivating Homebuyers

Want to grab the attention of potential homebuyers with your blog? Check out these creative and engaging real estate blogging ideas that will hook your readers and provide them with the valuable tips and insights they need on their homebuying journey. 

 1. First-time Homebuyer Tips

• Example title: 10 Must-know Tips for First-time Homebuyers

Sharing tips for first-time homebuyers is a great way to provide valuable information to those looking to purchase a home for the first time. Use this post to educate buyers on what to look for in a Realtor, how the homebuying process works, and also subtly play up your strong suits.

2. Real Estate Negotiation Tips

• Example title: 5 Negotiation Secrets Smart Buyers Use to Get Better Deals

Since most consumers have minimal experience in negotiating, offering them a peek inside the process of negotiating a deal can make a great blog post. If you really want to wow them with your skills, try using actual examples from your career.

3. Renting vs Buying

• Example title: Renting vs Buying: Which Is Right for You?

This topic is always relevant as many people struggle with this decision—especially first-time homebuyers. Providing a balanced view with pros and cons can help your readers make informed choices that suit their personal circumstances.

4. Mortgage Advice

• Example title: Understanding Mortgage Options: A Guide for New Homebuyers

Helping your readers navigate the complex world of mortgages can alleviate a lot of stress. By breaking down different mortgage options and go-to resources, you can make the process feel more manageable and less intimidating.

Need a boost for your real estate blog? Look no further than Coffee and Contracts! They’ve got fantastic marketing resources designed just for real estate pros. With ready-to-use content and automation options, they make it super easy to keep your blog fresh and engaging. Check them out and see how they can help you make a lasting impression on your readers.

Engaging Topics to Help Homesellers Succeed

Selling a home can be complex, emotional, and stressful. That’s why you’re the one to show your community how it’s done. Offering tips, advice, checklists, and strategies for selling a home will help prospects trust you to be the one to list and sell their home.

5. Home Staging Mistakes to Avoid

• Example title: 7 Embarrassing Home Staging Mistakes That Can Hurt Your Home’s Value

Home staging mistakes is a fantastic blog idea because it’s something every homeowner thinks they can do on their own. The reality, of course, is that home staging can be difficult and expensive—something most homeowners don’t realize until they actually try to stage their own.

6. Home Staging Tips & Tricks to Sell Faster

• Example title: 7 Interior Paint Colors That Will Help Your Home Sell Quicker

The trick with this blog post idea is to make sure to interview (or research) experts who actually know a thing or two about interior design and how it might affect a listing. Just be careful about making any promises here. Avoid saying things like “This landscaping will increase your listing price” and instead say something like, “One study showed this type of curb appeal helped homes sell X% faster.”

7. What Does a Listing Agent Actually Do?

• Example title: 12 Hidden Ways Listing Agents Help Homeowners Sell Faster & for More Money

Justifying your own job might seem a little desperate, but if you focus on the positive and talk about some uncommon but essential ways you can help homeowners, you just might end up with a viral blog post.

8. A Property Marketing Case Study

• Example title: Case Study: How 3 {Your Farm Area} Luxury Homes Sold 20% Over Asking

This blog post requires a little more research, but if you have a few listings under your belt where marketing your listing made the difference, or know an agent who does, then this is a great post to show off your marketing knowledge to your readers.

9. Easy Curb Appeal Ideas for Your Local Market

• Example title: 11 Affordable Curb Appeal Ideas for {Your Farm Area} Homes

Curb appeal is one of those things that most homeowners don’t quite understand. They think they do, but when it comes down to pulling out their credit card or rolling up their sleeves, they will inevitably head to Google—or you, if you have a well-written article on your blog!

Helpful Improvement Tips for Homeowners

Targeting buyers and sellers is a no-brainer, but don’t forget about what comes after the transaction. Your homebuyers are now homeowners. Your sellers are still homeowners. This is a topic area that appeals to the masses, and there’s plenty of content to write about. Help your audience take care of their homes so that you can sell them at top dollar.

10. Home Renovations that Offer the Best ROI for Resale

• Example title: 7 Home Projects That Will Get You Money Back at the Closing Table

Here’s a real estate blog idea that most homeowners thinking of selling will find irresistible. After all, renovating their older home will cost them tons of money, and most homeowners don’t have a clue if they will ever get any of that money back at the closing table.

11. Before & After Renovation Examples

• Example title: Before & After: This Humble Bungalow in {Your Town} Was Transformed Into a Luxe Retreat

People love Cinderella stories, so writing about local homes transformed by tasteful renovations is a great way to get readers hooked on your blog. The more specific you can get here, the better. Check sites like Curbed for examples of local renovations and see if you can get a quick comment from a local architect or interior designer.

Choosing the Right Real Estate Professional (& Why You’re the Best)

These real estate agent blog ideas offer a chance for a subtle flex, showing that not only do you know the biz, but you also know how to outperform the competition. These real estate blog content ideas let you show off your high standards and impeccable professionalism with branded content.

12. Open House Food Ideas

• Example title: 17 Open House Food Ideas to Make Your Open House a Success

Writing up a short article on popular open house food ideas is a great way to impress potential homesellers. They’ll see that if they hire you, you’ll go way beyond a box of stale store-bought cookies and bottled water.

13. Dual Agency Explained: What You Need to Know

• Example title: 7 Reasons Dual Agency Can Be a Mistake in {Your State}

Dual agency is one of those real estate topics to discuss that seems easy to understand at first but gets more complicated as you dig in. That makes it a perfect blog post to show off your sales expertise. If it’s legal in your state, make sure to be clear about its complexities and list the pros and cons honestly.

14. Horror ‘Behind the Scenes’ Stories

• Example title: 12 Common Lies Realtors Tell New Buyers in {Your Town}

Pull back the curtain and dish on what really goes on in the industry. This is a great way to differentiate yourself from the bad apples. Just remember to keep it PG, and don’t accuse fellow agents or brokerages by name.

Uncovering Local Market Insights & Attractions

Your blog post is one of the best ways to show off your local bona fides. In fact, your blog could become so popular that you generate leads just from Google searches on local goings-on. 

15. In-depth Neighborhood Guides for Relocation Buyers

• Example title: An In-depth Guide to {Your Area} for New Homeowners

In-depth neighborhood guides make excellent lead magnets, e-books, and social media content. The trick here is to go deep. Most agents will write fluffy overviews, so make sure you get into the nitty-gritty of what moving to your neighborhood will be like.

16. Hyper-local New Homebuyer’s Guide

• Example title: A New Homebuyer’s Guide to Moving to {Your Farm Area}

Are you working with new buyers? If not, you’re missing out. Many first-time buyers these days have excellent income and credit, and all they really need is someone to walk them through the transaction. If you get it right, you could have a devoted evangelist for life.

17. Monthly or Quarterly Aggregated Market Reports

• Example title: Your {Month Year} Market Report for {Your Farm Area}

While most agents post some kind of market report and charts on their blogs, they tend to be pretty thin and not actually useful to their readers. If you want to stand out, take the time and effort to make your monthly or quarterly local market reports as in-depth and nerdy as you can manage.

18. Local Listing(s) of the Week

• Example title: 3 Drop-dead Gorgeous, Mid-century Modern Homes in {Your Town}

This is a fun one and can help you build relationships with local listing agents. Try to choose three to five listings every week that might fit a specific theme your audience will like for more impact. For example, if you’re working in Miami, waterfront listings would be fun to write about. If you’re working in Manhattan, then you can’t go wrong writing about penthouses.

19. How Economic News Affects Your Farm Area

• Example title: What the {Recent Economic News} Means for {Your Farm Area} Homeowners

While your wealthy clients might read The Wall Street Journal every morning, most of the economic news won’t be directly relevant to their real estate portfolio. That’s why taking that news and contextualizing it for them is another excellent way to use your blog to offer something of value to your audience.

20. A Guide to Local Architectural Styles

• Example title: A Cheat Sheet to the Architectural Styles of {Your Town}

When people start thinking about buying or selling a home, they generally go into education mode. Learning about local architectural styles is a great way to get them to click on your posts on social media.

21. A Guide to Local HOA Covenants

• Example title: 15 Common HOA Covenants & What They Really Mean

For most people, homeowners associations (HOAs) are right up there with the IRS when it comes to confusing and potentially expensive adversaries. That’s why a friendly explainer piece on HOA covenants can help new homeowners or anyone who never lived under their rules feel a little more comfortable about them.

22. A Guide to Up & Coming Micro-neighborhoods

• Example title: 3 Neighborhoods in {Your Town} Set to Take Off in 2024

While every agent in your farm area is probably opining about the hot new neighborhood, writing about smaller micro-neighborhoods with appealing qualities is a great way to show off your local market knowledge.

23. Chat With a Lawyer on Common Local Legal Issues

• Example title: A {Your Area} Lawyer Explains Eminent Domain

Real estate lawyers also want to show off their local expertise to your audience because your leads might potentially be their leads too. Interviewing local experts can help build relationships that lead to referrals down the road.

24. Interview a Local Real Estate Developer

• Example title: What 100 New Affordable Housing Units Means for {Your Community}

Developers have their finger on the pulse of local communities. They know the demographics, trends, permitting processes, the movers and shakers—in other words, they have plenty of intel that would make a fascinating blog post. Plus, it’s an excellent networking opportunity for you—after all, who’s going to sell all of those new units?

Profitable Ideas for Real Estate Investors

Your audience might be interested in learning how to leverage real estate in their investment portfolio, and you’re exactly the person to teach them. Break down complicated topics like real estate market cycles or commercial opportunities into bite-sized pieces so your readers can not only gain knowledge but also see you as a conduit for investment success.

25. A 101-level Crash Course in Real Estate Investing

• Example title: Investing in {Your Town} Real Estate 101

Since everyone wants to make a great investment, a crash course in real estate investing is a great idea for a blog post. You can explain some common industry terms and investment strategies and then discuss which one works best in your farm area.

26. Fix & Flip Guide

• Example title: How to Fix & Flip Homes in {Your Town}

With the popularity of real estate reality TV shows growing every day, writing blog posts that educate your audience on investing is a great way to increase traffic and conversions. If you’re serious about working with new investors, writing an in-depth ebook explaining the fix-and-flip process in detail would be a great way to capture leads.

27. A Guide to Evaluating & Purchasing Rental Properties

• Example title: 8 Tips for Buying Rental Properties in {Your Town}

Since the real estate investment niche is red-hot these days, an expert guide to purchasing a rental property in your farm area can get you clicks and conversions on your blog. If you’re not an expert in rental property, work with your broker or a local investor to write this one.

28. A Guide to Buying Foreclosures

• Example title: How to Buy Distressed Properties 101

Your audience might have heard of foreclosed properties, and maybe the idea of getting a bargain appeals to them. Better, though, that they have all of the information before starting down a road that offers both opportunity and plenty of potential frustration.

29. 1031 Exchange Rules

• Example title: How 1031 Exchanges Can Save Property Investors Real Money

This topic is a bit more technical than the previous ones, but that means more consumers are looking for help with it. We have the perfect guide to help you explain what 1031 exchanges are and how they can benefit your investor clients.

In-depth Analysis of Real Estate Market Trends

Real estate blogs on market trends help readers make sense of current patterns and predict future changes, whether they’re buying, selling, or investing. By breaking down the numbers and explaining what they mean, you’ll become the go-to expert for anyone looking for a real estate professional.

30. Current Housing Market Trends

• Example title: What’s Happening in the Housing Market Right Now?

Staying up-to-date with the latest housing market trends and statistics is crucial for buyers, sellers, and investors. This type of content keeps your audience informed about the current market conditions and what they mean for their real estate decisions.

31. Predicting Future Market Changes

• Example title: 2025 Real Estate Market Predictions: What Experts Are Saying

People love to know what’s coming next, especially in the volatile world of real estate. Offering expert predictions helps your readers plan ahead and make informed decisions based on anticipated market shifts.

32. Local or Regional Market Analysis

• Example title: Why {City/Region} Is the Next Real Estate Hotspot

Highlighting specific regions that are experiencing growth or change can attract local readers and those considering relocating. This content helps readers understand why certain areas are becoming more desirable and what that means for their investments.

33. Seasonal Trends in Real Estate

• Example title: Why Winter Could Be the Best Time to Buy a Home

Seasonal trends can significantly affect the real estate market, and understanding these patterns can be a game-changer for buyers and sellers. Sharing insights on the best times of year for real estate activities makes your content timely and relevant.

Innovative Blog Ideas on Real Estate Technology

Technology has made a huge impact on the real estate industry in recent years. These real estate blog examples will help you explore how cutting-edge tools and trends are transforming the industry. From smart home gadgets to virtual reality tours, you can tell readers what’s hot and what’s not—all while showing them how you know your stuff.

34. An Overview of Virtual Staging Software

• Example title: How Virtual Staging Software Can Drive Traffic to Your Home

This one falls into the “seems easy until you try it” category for homeowners. Virtual staging looks like magic, but once they try to do it, they will realize that hiring a professional like you to market their home might be a better investment.

35. Smart Home Technology

• Example title: How 1031 Exchanges Can Save Property Investors Real Money

This real estate blog topic showcases the latest smart home gadgets is a surefire way to attract tech-savvy readers. This type of content highlights how technology can make homes more convenient and appealing, which is a big selling point for today’s buyers.

36. Real Estate Apps & Artificial Intelligence (AI)

• Example title: Must-have Real Estate Apps for Buyers and Sellers and How AI Can Work for You

With the rise of mobile technology and AI, real estate apps are essential tools for staying ahead. Reviewing the best apps for real estate needs keeps your audience informed about tools that can simplify their buying or selling journey.

Even More Real Estate Blog Topics to Explore

I’ve already shared 36 real estate blog ideas, but there’s so much more to explore! If you’re looking for more inspiration, here are 30 more real estate blog topics to spark your creativity.

Real Estate Blog Best Practices

Now that you’re inspired to start blogging, sit down and plan out your content using your real estate marketing plan. Then, use these insider tips and tricks I’ve learned over the years that will help you get more page views.

Tip 1: Write Three Different Versions of Your Headline

The headline is by far the most important element of your real estate blog post, just like your business logo. It’s the first—and sometimes only—thing your audience will see before they decide to click on it and read it. So, take the time to learn how to write headlines that get clicks. Write three and then pick your best.

Tip 2: Break Up Text in Your Posts

Since your readers are busy, do them a favor and break up your blog posts into bite-sized chunks using subheadings. Most people are going to skim your posts anyway. Make it easy for them. Using H2, H3, and H4 tags (rather than just bolding the text of your headings) is also a best practice for search engine optimization (SEO).

Tip 3: Include Links to Your Other Related Blog Posts

This will not only help your reader quickly get to related posts but will also help Google crawl your site and might help you rank better. You can also link to your posts on your social media profiles. LinkedIn, Instagram, and Facebook are all great places to find new readers.

Tip 4: Use Keyword Research to Answer Your Audience’s Questions

If you want a chance of ranking your blog posts on Google, you need to research what keywords your audience is searching for. You can start by checking out some other successful real estate blogs in your farm area. Which articles do you think are most helpful for buyers and sellers? If you want to get serious and do professional keyword research, check out our in-depth guide below.

Tip 5: Use Descriptive Language & Keep Paragraphs Short

Long paragraphs are like homework, and you have about 10 seconds to capture your reader’s attention before they click back over to Facebook. Be sure that the words you are using are descriptive and engaging.

Tip 6: Use Images & Infographics

We are naturally drawn to attractive images, so sprinkle some throughout your blog post. Make sure you have the rights to use the photos—you can use photos of your listings, your home, and your neighborhood. Unsplash is a great place to find great high-res, free images. 

You can also utilize infographics and catchy real estate slogans to capture attention and illustrate your points. We have a great collection in our guide below.

Tip 7: Read Your Writing Out Loud Before Hitting Publish

Editing your own writing can be tricky, but one way to make it easier is to read your entire post out loud and see if you stumble. If you can read through it without stumbling, then chances are so will your readers.

Tip 8: Always Put the Reader First

Always put your reader first. Make sure to focus on their needs and experience rather than search engine optimization (SEO), selling, trying to sound clever, or anything else. Always remember your blog is for your readers! Putting your audience first is the best way to put out your marketing message in a subtle way. 

Tip 9: Make Sure Readers Know Who You Are

Having a bio and headshot on your website is a must. Your bio lets readers get to know you better, sharing your background, expertise, and a bit of your personality. And don’t forget a professional headshot! It adds a personal touch and helps potential clients feel more connected to you. 

FAQs

Is a real estate blog a good idea?

How do I write a real estate blog?

Do real estate blogs make money?

Bringing It All Together

Writing a real estate blog is a proven way to market your services, generate leads, and help others. It can be hard to keep your content fresh and engaging, but this list of ideas should keep you brainstorming and busy. Don’t forget that the whole point of your blog is to let others see you as the local expert, the one who can solve their problems, and make all of their real estate dreams come true.

Have some favorite real estate blog post ideas? Let us know in the comments!

The post 36 Real Estate Blog Ideas (+ Examples & Expert Tips) appeared first on The Close.

Why Use Real Estate Facebook Ads

Before we get into best practices and examples, let’s discuss why Facebook ads are so lucrative for your real estate business. Facebook ads for realtors have become an integral component in the real estate industry today as they help agents increase their reach and client base within their target markets. Leveraging Facebook’s enormous user database and sophisticated targeting options enhances your marketing efforts. 

Here are some compelling reasons you should use real estate Facebook ads to grow your business:

• Large potential audience: Considering that Facebook hosts over 3 billion monthly active users, no other platform provides this kind of reach for the varied audience it has. It gives you the visibility to let your potential clients know what you offer.
• Advanced targeting options: With detailed targeting on Facebook, you get to the demographics, interests, and behaviors of consumers to ensure the right people see your ads.
• Cost-effective advertising: Offers options for flexible budgeting. Agents can start low and increase when the results come. Facebook ads cost approximately $9.78 per 1000 impressions. 
• High engagement rates: Captivating visuals and messaging in real estate ads will drive high engagement, meaning more clicks and inquiries turn into conversions. 
• Dynamic ad formats: Carousel, slideshow, and collection ads give agents creative and interactive representations of their listings.
• Retargeting capabilities: It provides features for retargeting users who have already shown interest in your listings to increase chances of conversion.
• Detailed analytics: Facebook analytics tools offer great value with good insight into the performance of ads for data-driven decisions on campaign optimization.
• Mobile-friendly platform: Since many Facebook users log into the network from their mobile devices, your ads reach potential clients wherever they might be.
• Branding: Thought-out and consistent ads will elevate your brand’s awareness and prestige, making you a trustworthy name in real estate.
• Competitive advantage: It could set you apart from the competition who hasn’t started using or isn’t using the power of Facebook ads to their advantage.

How to Create Facebook Ads

Creating Facebook ads is a pretty simple process. If you’re not sure how to do it, I can help with that! Here are the steps, but for more detailed information with images, scroll through each step below: 

• Step 1 – Open your Facebook Ads Manager account
• Step 2 – Select your campaign
• Step 3 – Create and name your campaign
• Step 4 – Set a posting schedule and budget 
• Step 5 – Identify your target audience
• Step 6 – Organize your ad placement
• Step 7 – Create your ad

Scroll these images for the details

Step 1: Open Your Facebook Ads Manager Account

Log into Facebook and create an account on their Ads Manager platform. This section will be your central location through which you will create, track, and measure your ad campaigns.

Step 2: Select Your Campaign Objective

Pick an objective that most closely aligns with your marketing goals. Common real estate ad objectives include “Traffic” to drive visitors to your website or “Lead Generation” to collect contact information from buyer prospects.

Step 3: Create & Name Your Campaign

Create a new campaign and name it so you understand the purpose of this campaign. This way, you will be organized, especially when conducting multiple campaigns.

Step 4: Set a Posting Schedule & Budget

Set a budget for your campaign and schedule for when you want to run your ads. You can choose a daily or lifetime budget and specify start and end dates.

Step 5: Identify Your Target Audience

Use Facebook targeting to identify an audience based on demographics, interests, and behaviors. This targeting guarantees that the right people are viewing your ads.

Step 6: Organize Your Ad Placement

Select where you want your ads to appear on Facebook. Your choices will include but are not limited to the Facebook News Feed, Instagram, Messenger, or the Audience Network. Choose between Automatic Placements to broaden reach and Manual Placements for more control.

Step 7: Create Your Ad

Build your ad with a high-quality image, compelling ad copy, and a strong call to action. Remember to save and preview how your ad will look on different devices and placements. Then, once satisfied, hit Publish for your ad to go live.

Best Practices & Examples of Realtor Facebook Ads

Effective Facebook ads are essential for acquiring buyer and seller leads. In that respect, you would want your ads to be engaging, focused on performance, and lead generation-oriented. Here are the top strategies, with examples, to help you craft compelling Facebook ads that drive results in the competitive real estate market.

1. Know Your Audience

Knowing your audience is the very basis of any effective ad campaign. Using advanced targeting on your Facebook ads for real estate, agents can find probable buyers and sellers according to demographics, interests, and behaviors. For instance, if you deal in luxury homes, target those in a higher income bracket or those interested in luxury living. By zeroing in on the ideal target audience, your real estate ads are directly in front of the people who would want your services. 

Example: Check out the sponsored ad on Facebook below, targeting a demographic interested in upscale properties in Palm Springs. The ad works well due to its high-quality visuals, which reflect the luxurious features of the property through magnificent architecture and a desirable location.

CINC is a robust lead gen and conversion platform with all the tools and resources an agent needs to get the most value from any Facebook ad campaign. With CINC’s proprietary demographic targeting, any real estate team or agent can perform Facebook real estate lead generation based on location and demographic factors. With CINC, agents can build target-effective ads, driving high-quality leads to their listings.

2. Use High-quality Images & Videos

Higher-quality visuals in your Facebook ads for realtors attract more eyeballs, facilitating increased views and creating more chances of sparking interest and buyer inquiries. High-resolution photos and videos can capture the best property views and are more appealing to buyers. Agents can provide a comprehensive property view by including professional photographs, virtual tours, or drone footage. Ensure your visuals are well-lit and clear, and give all details about this home.

Example: This Facebook ad contains an image of a high-end property with an expansive yard and a large house. The viewer can see how big it is and picture themselves living in it. The ad places the proper attributes of the house in the limelight and entices any possible purchaser with compelling visuals to want more information or show interest in viewing the property.

3. Craft Compelling Headlines

Your headline is the first thing people will see, so it’s imperative to make it count. The headlines you come up with should be clear, concise, and intriguing. Bring out your property’s selling points or distinctive features to gain maximum eyeballs instantly. A good headline on Facebook ads for real estate should convey the main benefit or unique aspect of the listing in just a few words, standing out and enticing potential clients to click through and read more.

Example: The below Facebook ad is supposed to lure the audience into buying a house in a booming rental market. The heading, “With rent prices only going up, now’s the best time to buy!” is catchy and will motivate a viewer to grab the opportunity immediately since the demand for rental housing is about to surge. High-resolution images and aptly tailored messages will get views and trigger interest in the property showcased.

Facebook ad with compelling headline (Source: AdEspresso)

Listing marketing (Source: Market Leader)

Market Leader offers robust marketing solutions to help agents succeed with their real estate lead generation Facebook ads. It allows the agent to create and manage ad campaigns that reach the right audience segments. With one-click social media posts on Facebook and LinkedIn, agents can share listings and promotions on as many platforms as possible, maximizing online presence and reach.

4. Include a Strong Call-to-Action (CTA)

A call-to-action (CTA) will tell your potential clients what to do next. Effective CTAs drive user action, turning interest into concrete actions like scheduling viewings or contacting you that can lead to sales.

Use action-oriented phrases, such as “Schedule a Viewing,” “Learn More,” or “Contact Us Today.” It will encourage interest and involvement. Placing a well-written CTA will help in increasing conversion rates by instructing what the next steps should be.
Example: The call to action, “Learn More,” is distinctly placed in the ad’s caption, encouraging viewers to click through for more information about the property. This placing allows interested viewers to easily take the next step in effectively creating leads and getting potential buyers flowing toward the investment opportunity in the growing rental market area.

5. Leverage User-generated Content

Testimonials and client reviews can help agents build trust and credibility with prospective clients. User-generated content can be testimonial videos or client photos, which can be more effective than regular Facebook real estate ads. Sharing your testimonials and reviews enhances your credibility and allows potential clients to choose you as their agent confidently.

Example: Although the post below doesn’t feature any property, this client testimonial works very nicely in creating some trust and credibility. Sharing a positive experience with one of your satisfied clients sets up that connection with the prospective buyer, giving them assurance in the quality and reliability of your service. It showcases social proof, leaving a strong impression on viewers considering working with you for their real estate needs.

Client testimonial Facebook ad (Source: Hootsuite)

Lead dashboard (Source: The Close)

Sierra Interactive is a real estate lead management platform to help agents optimize leads received from their Facebook ad campaigns. Inside the platform, multiple integrations are available to connect CRM with Facebook Ads so agents can better capture and put leads in nurture. Sierra Interactive can also help agents create IDX websites to redirect potential clients from their Facebook ads to a website for further detailed information about their services and other listings.

6. Utilize Facebook Ad Formats

Experiment with different ad formats, such as carousel ads, slideshow ads, and collection ads. Carousel ads are great when trying to highlight properties or many features in a single ad, and slideshow ads create a video through the slideshow of a series of images. Mix and match all these ad formats to keep your advertising fresh and engaging, increasing the likelihood of attracting and retaining potential clients.

Example: The Facebook ad below includes the carousel option, providing users with a live, engaging format for looking at the home’s best features in one ad. The carousel format shows extensive property detail, keeping prospects interested in inquiring about the property. Accompanied by good visuals, well-informative image captions make the ad quite effective at catching the target audience’s attention.

7. Highlight Unique Selling Points

Agents should always emphasize what makes the property or service unique. It could be an ideal location, a modern kitchen, or old-fashioned high-quality customer service that gives your ad an edge. The more of these elements you have, the greater separation from competing listings and better your ad’s appeal to the right buyers. You will clearly articulate what puts your listings in a class of their own.

Example: The agent gives prospective clients clear, easily digestible information in this bullet-point format above. Following through the ad, it’s easier for people to understand the property’s features and benefits. Bulleting the primary selling points improves readability, ensuring that all essential details are conveyed to the potential buyers for effective decision-making.

8. Keep Ad Copy Short & Sweet

A social media user’s attention span is very short. Keep the ad copy concise and to the point. Give only the most relevant details, sparing the potential client large blocks of text. This clear messaging engages interest more effectively. Use bullet points or short paragraphs so users can quickly scan and grasp the main details.

Example: Keeping ad copy as concise as possible, like the example below, makes getting essential information across quickly. With a focus on relevant information and in as few words as possible, the ad can grab interest and pressure action without bombarding potential clients with too many words. This succinctness enhances general ad efficiency, making it an excellent strategy for generating leads or attracting buyers.

Real estate Facebook ad (Source: Constant Contact)

Automatic lead nurturing (Source: Top Producer)

Top Producer Social Connect is a one-stop shop that helps real estate agents solve the mystery of social media advertising, especially on Facebook. This platform provides ease in maintaining an online presence. The expert ad creation is simply done. Top Producer Social Connect’s advanced automatic lead nurturing ensures prospective clients receive customized content throughout a four-month period. The platform’s integrated CRM helps agents manage and follow up with leads efficiently, ensuring no missed opportunity.

FAQs

How much are Facebook real estate ads?

How do I create a real estate ad on Facebook?

What objective should I be using for real estate Facebook ads?

Bringing It All Together

Real estate Facebook ads can increase your business exponentially because you reach a large, targeted audience. Knowing how much they cost allows you to create an appropriate budget for them and get maximum ROI. With a well-defined step-by-step process in creating your ad, from choosing the right objective to high-quality visuals and a strong call to action, it will be compelling and engaging. 

Have you used Facebook ads to boost your listings and real estate business? Tell us your tips!

The post Real Estate Facebook Ads: 8 Best Practices & Examples for Agents appeared first on The Close.

What Is a Pop-by Gift?

Real estate pop-by gifts are small gestures of appreciation that help you stay connected with your clients. When you “pop by,” you’re not just dropping off a gift. You’re nurturing your client relationships in a meaningful way. These thoughtful gestures help you stay top of mind, build trust, and pave the way for even more leads and return business.

Pop-by Ideas for Real Estate 

With these realtor pop by ideas, create a routine to see your clients face-to-face throughout the year regularly. Your goal should be to keep the gifts simple but memorable and, most importantly, have fun with them!

1. Tea & Honey: ‘Clients Like You Are Tea-rific!’

• When to give: Fall, Winter
• Cost: Around $5 to $15 per pack of tea and honey (+ $.50 per printed tag)
• Purchase: Herbal Tea Sampler Variety Pack + Honey Sticks from Amazon

Tea has a way of making people feel all warm and cozy inside. That’s why it makes for the perfect real estate pop-by gift during fall and winter. There are so many delicious flavors to choose from, including limited-edition holiday options. If your clients are tea connoisseurs, consider going for a high-end tea. And don’t forget the honey—go for a local brand if you can.

Once you’ve chosen the perfect tea, search online for a customizable tag to add your own branding and message. Pop the tea bag and a honey stick in a gift bag, tie it up with your custom tag, and voila—you’ve got a thoughtful and heartwarming gift. 

2. S’mores Kit: ‘I’m Never Too Busy for S’More of Your Referrals’

• When to give: Summer, Fall
• Cost: Around $18 for kit of 18 (+ $10 one-time fee for digital download)
• Purchase: S’mores Kit—Makes 18 S’mores from Amazon and S’mores Pop by Tag from Etsy

Who doesn’t love the nostalgic feeling of sharing s’mores? Giving your clients a s’mores kit and a cute card will help them think of you as someone sweet. The best part about these kits is that you can keep it simple or fancy it up by including gourmet chocolate and handcrafted marshmallows. This pop-by gift is the perfect go-to option for visiting multiple clients since you can easily make many s’mores kits at once.

3. Heart-shaped Cookies or Chocolates: ‘You Are the Heart of My Business!’

• When to give: Winter, Valentine’s Day
• Cost: Around $3 per cookie (+ $5 one-time fee for digital download)
• Purchase: Heart-shaped cookies from Wicked Good Cookies and Pop by Tag from Etsy

Roses are red, violets are blue, holidays are the perfect excuse to do realtor pop-bys for you. Choose festive heart-shaped cookies for Valentine’s Day and spread the love to your clients and sphere. Even better, order custom cookies with your branding on them! 

4. Bag of Goldfish Crackers: ‘Fishing for Your Referrals’

• When to give: Anytime
• Cost: $9 per box of 20 packs (+ $5 one-time fee for digital download)
• Purchase: Goldfish crackers from Walmart and Pop by Tag from Etsy

Don’t be afraid to couple your pop-by with an “ask” on occasion. Make custom stickers with the phrase “fishing for your referrals,” along with your information, and place them on any fish-themed snack. Switch between sweet and savory by picking up Goldfish crackers and Swedish Fish. This sweet and salty gift idea is a light-hearted way to ask for referrals while showing your clients that you appreciate them.

Pro Tip: While you’re in the spirit of asking for things, consider asking your client for a testimonial that you can use to promote your business. Sometimes, a testimonial will be just what you need to lead to your next client.

5. Packet of Seeds: ‘Thank You for Helping My Business Grow’

• When to give: Spring
• Cost: Around $6 per variety pack (+ $45 for 25 custom seed envelopes)
• Purchase: Seed variety packets from Walmart and Pop by Envelope from Etsy

One of my favorite spring pop by ideas for realtors is a packet of seeds. It’s the gift that keeps on giving! Whether it’s plants, veggies for their garden, or beautiful flowers, your clients will surely think of you as they watch them grow. Get a variety of seeds and order personalized packets to put them in, creating your very own blossoming business cards.

6. Bag of Popcorn: ‘Popping by to Offer an Update on the Current Market’

• When to give: Anytime
• Cost: Around $6 per box of 12 (+ $.50 per unit for tags)
• Purchase: Popcorn from Amazon and Pop by Tag from Etsy

When it comes to simple yet delightful gifts, nothing beats a bag of popcorn. Whether it’s microwave popcorn or individual-sized bags, it doesn’t get easier than this. Order custom tags or stickers to attach to the popcorn featuring your personal note and contact information. Keep these tags on hand, and you’ll always be ready to brighten a client’s day with a friendly visit. This gift really puts the perfect POP into your real estate pop by gifts. 

7. Sparklers or Flags: ‘You Add So Much Sparkle to My Business’

• When to give: Summer
• Cost: Around $9 per 6 packs of sparklers (+ $4 one-time fee for digital download)
• Purchase: Sparklers from Walmart and Pop by Tag from Etsy

If you’re looking for sizzling summer pop-by ideas for realtors, this could be the one for you. Buy some sparklers, pop-its, or American flags to create a fun and memorable celebration for your clients. These goodies are sure to bring smiles to everyone’s faces. If sparklers aren’t an option, anything with an American flag theme will do the trick. 

8. Small Pumpkin & Carving Kit: ‘I’m Always Ready to Carve Out Time for You’

• When to give: Fall
• Cost: Around $7 per kit (+ cost of pumpkin)
• Purchase: Pumpkin carving kit from Amazon (+ pumpkin from your local nursery)

If you’re stumped for gift ideas, stick with festive and fun. Whether you align your pop-by with an upcoming holiday or choose something seasonal, coordinating your visits with a purpose makes it easier. After all, it’s not about finding the perfect gift; it’s about sharing a warm gesture and building a solid connection. In the fall, pick up some small pumpkins and carving kits, then head on over to your clients’ homes to share the joy of the season.

Pro Tip: Include a note encouraging your clients to tag you in a social media post with pictures of their carved pumpkins to enter a drawing to win a gift card!

9. Bottle of Wine: ‘I Have Nothing to Wine About With Clients Like You’

• When to give: Anytime
• Cost: Around $8 or more per bottle (+ $4 one-time fee for digital download)
• Purchase: Wine from Walmart (or local liquor store) and Pop by Card from Etsy

Offering a bottle of wine is said to be a gesture of appreciation. While this might initially seem extravagant, it doesn’t have to be. Reserve this option for your loyal clients or those who have referred business to you. There are so many different price ranges from which to choose, allowing you to select the perfect bottle.

Pro Tip: Be mindful when gifting alcohol, as not everyone drinks. If you’re unsure whether or not your client would appreciate this option, choose one of our other gifts to stay on the safe side. 

10. Free Cup of Coffee: ‘Thanks a Whole Latte for Your Referrals’

• When to give: Anytime
• Cost: Around $5 to $10 per gift card ($15 for ten pre-printed cards)
• Purchase: Coffee gift card from Starbucks (or your local coffee shop) and Pop by Card from Etsy

Not all real estate pop by ideas have to include beverages, but we can’t leave out coffee. It’s hard to go wrong with a gift card to a local coffee shop, and it would work perfectly for people who have just moved into a new neighborhood. With this option, you’ll get the added bonus of supporting a local business.

Pro Tip: While it may not be the same as an in-person visit, you can still brighten your client’s day by sending them a virtual cup of coffee (in the form of a gift card) via text or email. This virtual gift is a beautiful way to express gratitude if you’re pressed for time and can’t make it for a face-to-face thank you.

11. Pumpkin Pie or Fall-themed Treats: ‘Grateful for Your Referrals’

• When to give: Fall
• Cost: Around $15 to $20 per pie ($15 for 10 pre-printed cards)
• Purchase: Pecan pie from Wood Pecan Company (or your local bakery) and Pop by Tag from Etsy

Showing your clients gratitude is what pop by gifts are all about. So, lining up some of these visits with Thanksgiving is a no-brainer. Pick up some pies and tie a thank-you note to the pie with a bow, and you’ll be all set! Make sure to time your deliveries close to the holiday so your clients can share the joy with their loved ones. You might even land a referral when their friends and family ask where they got the tasty treat. 

12. Easter Candy: ‘Your Referrals Are Eggstra Special’

• When to give: Spring, Easter
• Cost: Around $2 per candy (+ $7 one-time fee for digital download)
• Purchase: Reese’s Easter Egg from Walmart and Pop by Sticker from Chevelly Designs

You can’t go wrong with a simple and easy gift idea that your clients might really look forward to every year! Get your hands on some limited edition Reese’s Easter egg-inspired chocolates (you know the ones!) that only come around once a year, and add a personalized sticker to the wrapper. If you’re feeling extra fancy, you could even put a few in a cute gift bag and throw in some other festive candy.

Whenever you give food as a pop-by gift, be mindful of allergens. When in doubt, avoiding common food allergens like nuts, soy, dairy, and wheat is a good idea.

13. Flashlights: ‘Don’t Be in the Dark About the Real Estate Market!’

• When to give: Anytime
• Cost: Around $38 per pack of 30 (+ $5 one-time fee for digital download)
• Purchase: Mini Flashlights from Amazon and Pop by Tag from Etsy

The beauty of real estate pop by gifts is that they’re designed to be small tokens of appreciation that keep you on your clients’ minds. Flashlights may seem ordinary, but they’re a great way to remind your clients that you’ve got their back. They represent your ability to guide them every step of the way. Just attach a card with a friendly note and your contact information, and you’re all set!

14. Lotto Tickets: ‘Lucky to Have You & Your Referrals’

• When to give: St. Patrick’s Day or Anytime
• Cost: Around $2 to $10 per ticket (+ $20 for a set of ten cards)
• Purchase: Lotto tickets from your local store and Pop by Card from Etsy

Let your clients know how lucky you feel to have their support, and spread that good luck by giving them a lottery ticket. Whether it’s St. Patrick’s Day or any time of year, show your appreciation with this fun pop-by gift idea. Get a set of custom cards that can hold your business card and the lotto ticket. Easily grab these whenever you want to stop by and see your clients.

15. Sunblock: ‘Don’t Let Your Friends Get Burned in This Market’

• When to give: Summer
• Cost: Around $38 per box of 24 (+ $7 one-time fee for digital download)
• Purchase: Box of travel size sunblock from Amazon or your local dollar store and Pop by Tag from Etsy

Catchy real estate marketing helps set you apart from other agents and gives you a chance to show a bit of your personality. For example, in the summer, give out sunblock with a tagline like, “Don’t let your friends get burned in this market.” It’s simple yet memorable; every time your clients use the sunblock, they’ll think of you. Opt for travel-size bottles and buy in bulk to cut your costs.

16. Cooking Seasoning: ‘From Your Seasoned Real Estate Professional’ 

• When to give: Anytime
• Cost: Around $3 per bottle (+ $4 one-time fee for digital download)
• Purchase: Cooking seasoning from Amazon and Pop by Tag from Etsy

Don’t be afraid to brag about yourself a little! If you’re looking for a pop by gift to remind your clients of all your hard-earned experience, hand out cooking seasoning. Not only is it a practical and long-lasting gift, but it’s a subtle way to show that you really know your stuff when it comes to real estate. Purchase various seasonings and stick a custom label on them, dubbing yourself a “seasoned agent.” 

17. First Aid Kit: ‘Let Me Be Your First Aid for All Your Real Estate Needs’

• When to give: Anytime; or in September for First Aid Day
• Cost: Around $2 per kit (+ $8 one-time fee for digital download)
• Purchase: First aid kit from Amazon (or your local dollar store) and Pop by Tag from Etsy

When all else fails, check out the “national days” that take place throughout the year for some gift inspiration. September is all about safety and national preparedness, but on the 2nd of the month, it’s also “first aid day.” This season is perfect for connecting with your clients, raising awareness, and giving out mini first aid kits.

Pro Tip: Team up with a home security company to amp up your promotional efforts and show your clients that you genuinely care about their safety and well-being. If possible, add an exclusive discount code for a home security system to the back of your card to give them a little extra something.

18. Donuts: ‘Sprinkling Joy & Gratitude for Being a Sweet Part of My Business!’

• When to give: Anytime
• Cost: Around $2 per donut (+ $6 one-time fee for digital download)
• Purchase: Donuts from your local bakery or donut shop and Pop by Tag from Etsy

When you’re creating your marketing plan and scheduling your realtor pop by ideas, you don’t always have to think outside the box. In fact, some ideas are best inside the box. Take donuts, for example! Whether it’s a single donut or a whole dozen, pair them with a card to express your joy and gratitude that your clients have chosen you as their real estate resource. This option also allows you to support a local bakery and build connections in the community.

19. Shout Wipes: ‘Give Me a Shout for All Your Real Estate Needs’

• When to give: Anytime
• Cost: Around $3 per pack of 4 (+ $6 one-time fee for digital download)
• Purchase: On-the-go Shout Wipe from Amazon and Pop by Tag from Etsy

Want your clients to give you a shout? Gift them some Shout wipes, letting them know you’re available whenever they’re ready to buy or sell. Yes, your pop-bys can be this quick and easy! Plus, you might get a thank-you call the next time your client encounters a coffee stain emergency.

20. Hand Sanitizer: ‘If I Can Give You a Hand, Please Call’

• When to give: Winter or Anytime
• Cost: Around $9 per pack of 5 (+ $4 one-time fee for digital download)
• Purchase: Hand sanitizer from Bath & Body Works and Pop by Tag from Etsy

Gifting hand sanitizer is a great way to remind your clients that you’re here to support them with all their real estate needs. It’s a simple and thoughtful gesture they can use often, helping keep you top-of-mind. Purchase hand sanitizer in bulk to grab and go for spontaneous visits. Don’t forget to tie a short note around the bottle to make it more personal. 

How to Send a Pop-by Gift 

When putting together your real estate pop by ideas, don’t forget to think about the best way to deliver them to your clients. While traditional pop-bys involve visiting your clients in person, alternative methods exist. Whether you operate in a city with numerous buildings and gated communities or simply want to respect your client’s privacy, physically visiting each client’s home may not always be an option. 

• Stop by your client’s house: The first option for giving a pop by gift is to actually visit your clients in person. This most personal approach will lead to a stronger connection and bond with your clients.  
• Use a delivery service: If you’d still like a personalized delivery, you can hire a delivery service to bring the gifts to your client’s house for you. This service is not the same as showing up and conversing, but it could be an option if you have a fragile gift that you want hand-delivered when you can’t make it. 
• Put a gift in the mail: If you find it challenging to get to your clients’ houses or work in a location where it’s impossible, schedule your gifts to be delivered via mail. This approach will require you to choose gifts that are easy to mail, but it can still be done. 
• Send a digital gift: The quickest and easiest way to get a gift to your client is to send a digital gift. There are various gift card options that you can send and other online gifting services that allow your clients to select a gift of their choosing.  

As a general rule of thumb, giving your clients a heads-up before you stop by their house is always a good idea. Unexpected visits might not have the effect you’re hoping for. Once your clients get into the swing of these visits as part of your business, they may even start to look forward to them. 

How to Choose the Right Gift

When sorting through realtor pop-by ideas and making a plan for the year, consider the following steps to choose what gifts you’ll send, when you’ll send them, and how much you’ll spend. Planning out your pop-bys is as important as planning any other business task. 

• Decide on your budget
• Categorize your clients
• Decide what holidays you will gift for
• Choose the seasonal gifts you want to send
• Align gifts with market conditions
• Order cards or tags for each gift
• Decide on your delivery method
• Set the pace and timeframe

Frequently Asked Questions (FAQs)

Do pop-bys work for realtors?

How do you make yourself stand out in real estate?

How can I impress a real estate client?

Bringing It All Together

Staying in touch with your people doesn’t have to be extravagant or expensive. Use these pop by ideas for real estate marketing or to come up with your unique gift-giving concepts. Make connecting with your clients an enjoyable experience; remember, the bond you create is what really counts.

Are there fun or affordable gifts you swear by? Know a great source for nice-looking pop-by gifts? Let us know in the comments.

The post 20 Clever Real Estate Pop-by Ideas to Get More Referrals appeared first on The Close.