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What Are Real Estate Landing Pages? 

A real estate landing page is a dedicated webpage for your business designed to capture leads by providing value in exchange for contact information. It’s different from a general real estate website because it focuses on prompting visitors to act, such as signing up for a newsletter, requesting a home valuation, or searching for properties. 

Real estate landing pages are a vital part of your digital marketing strategy because they insert leads at the top of the funnel, hoping to carry them toward taking action, culminating in a sale.

Remember that the realtor landing page is separate from your personal website or business homepage. It is a single page specifically made to capture leads and prompt visitors to act in a certain way, whereas your real estate website is built to house multiple pages with broader information.

Top Real Estate Landing Page Examples (+ Providers)

Before we get into how to create your landing page, you need to see some examples to understand what they should look like and get inspiration for your own. Creating real estate landing pages that convert requires a blend of art and science. You want to balance engaging visuals with strategic content and technical back-end optimization. 

Each example below is from a reputable landing page provider, so if you like one of the designs, check out the provider to use their services to create your landing page.

Example 1: Agent Image

This realtor landing page from Sharona Alperin was created with Agent Image. She has a clear call to action (CTA) reading, “Let’s connect – Don’t miss a beat,” which stands out against the rest of the page in capital bold letters. Sharona also tells the visitor what you’re exchanging for your contact information: market updates, restaurant picks, and home inspiration, all enticing items for a buyer or seller. Agent Image specializes in full agent websites, so you can use their services to complete an online makeover. They also offer IDX and CRM integrations to make sure listings are seen, and leads are captured.

Example 2: AgentFire

Using a home valuation page is a great way to snag seller leads at the beginning stages of the selling process. AgentFire offers multiple landing page options that are engaging and easy to set up. A cool feature from AgentFire is that you can set up realtor landing pages to provide an instant valuation, meaning visitors get a result immediately. However, those are based on algorithms. If you’d like, you can also set the system up to notify you when visitors provide their information and then create a custom comparative market analysis.

Example 3: iNCOM

This example from iNCOM entices clients with exclusive “VIP Platinum Access” to brand new condos in exchange for their contact information. This type of landing page is great for realtors who specialize in niches, particularly condo sales. Other iNCOM landing page features include mobile-optimized designs, higher conversion and click-through rates, and lifetime support from the iNCOM team.

Example 4: Placester

To be a functional landing page, it’s important to provide your visitors with value, like the above example made by Placester for Atoka Properties. In exchange for contact information, visitors will receive a guide to homebuying, which will help them in their journey and encourage them to work with the people who created it—and that’s the way to get people into the sales funnel! Placester has other amazing landing page designs and a Do It For Me lead generation website system where professional designers will create your online pages and maintain your site.

Example 5: Easy Agent PRO

This simple yet effective landing page from Easy Agent PRO hits visitors with a stunning visual and a quick CTA of “Get the newsletter.” While minimalist, it appeals to the foundations of a successful landing page to bring buyer and seller candidates to the beginning of the sales funnel. And don’t forget, with Easy Agent PRO, you can create an unlimited number of neighborhood sites. This feature helps establish your credibility and improves your website rank in the top results for search engine optimization (SEO).

How to Create a Strong Real Estate Landing Page

Now that you have a better understanding of what a landing page is and ideas of what you want yours to look like, let’s talk about how to create a real estate landing page for yourself. To see success with your real estate agent landing page, you’ll need to offer something of immediate value to your visitors in a super-easy process. All they’ll have to do is provide their contact information to get your value-add item. 

Strong Headline 

The headline is the first thing visitors will see on your landing page. It should be simple, direct, and short. It is one or two concise sentences (see what I’m doing here?). The font and colors should stand out from the page and be exceptionally legible. The goal is for visitors to know what you are offering and be enticed to click on that offer. That way, you’ll have generated a lead for yourself. 

Here are some examples: 

• Join Our Newsletters
• How Much Is Your Home Worth? 
• Get Our Free Homebuying Guide
• Find a Home You Love 
• Sell Your Home Fast 

Pro tip: When you’re writing your headlines and landing page copy, make sure to pay attention to the words you’re writing. The words should appeal to the audience that you intend to capture by using proper keywords and search engine optimization (SEO) tactics.

Call to Action

A call to action (CTA) is a statement and typically a button on your page that directs visitors to the item you’re offering. Similar to the headline, it should be kept short, have bold colors, and give an obvious directive to your landing page visitor. When people click this link, they will be prompted to complete a lead capture form. Choose from some of these CTAs: 

• Get in touch 
• Get an estimate
• Sign up today 
• Get my free offer
• Sell with us 
• Send me a newsletter 
• Schedule a tour

Lead Capture Form 

Everything you’ve done so far has led to your lead capture form. This is the most important piece of the landing page real estate puzzle because it moves website visitors into your sales funnel. The form should contain all the pertinent information you need to contact the person on the other side of the screen. This includes someone’s name, email address, and phone number. However, you can also include more options to learn about your visitors. 

• Radio buttons asking someone is a buyer or seller
• Message box to add a personal question
• Drop-down with a preferred method of communication (email, phone, text, etc.) 
• Checkboxes asking how far they are in their home search or sale (Just started, saw a few houses, have been working with an agent, lost one offer, etc.)

Keep in mind that you want the form on your real estate landing pages to be as easy as possible so that visitors aren’t deterred from completing it. According to Email Vendor Selection, the landing page conversion rate is 10% when you ask for three pieces of information. Even though it’s tempting to include all of the above information in your form, be selective and pick only what is necessary to move your leads forward in this process. 

Value Proposition

While your ultimate goal is to snag contact information, you must provide value to website visitors in exchange. This value proposition can be anything from e-books to free consultations. Still, it has to work in the favor of your target audience, whether they’re buyers, sellers, investors, renters, etc. Here are some ideas: 

• Free home valuation or comparative market analysis
• E-book about the homebuying or selling process, home staging tips, templates for investors, etc. 
• Listings and property information 
• Free marketing materials like flyers and brochures 
• Virtual meet-and-greet

No matter which you choose, it has to be enticing enough for visitors to willingly give up their information (with the assumption you will use it to contact them). 

High-quality Images 

Your visuals are crucial because you only have a few seconds to grab a visitor’s attention. For a real estate landing page, high-quality images representing the neighborhood, the type of properties, or your marketing location could be the difference between a visitor and a lead. These images should capture the area’s essence—appeal to your ideal client and help them create an emotional connection that encourages them to engage with your landing page.

Mobile Experience 

Optimizing your landing page for mobile users is non-negotiable. According to the National Association of Realtors (NAR), 76% of homebuyers used a mobile or tablet search device in their home search. With such a large portion of web traffic coming from mobile users, your landing page needs to focus on two essential things: 1) it should load quickly, and 2) your landing page should look great on all screen sizes. Before publishing your site, preview the mobile experience and ensure it’s easy to navigate and looks amazing. 

A/B Testing

A/B testing is an invaluable way to improve the performance of your landing page over time.

To do this, experiment with different elements, change the number of fields in your lead capture form, and continually tweak the performance of your CTA buttons. Does a red button or a green button do better? How about filling out three forms vs four? Perform the tests and take the data to improve your landing pages through ongoing optimization.

FAQs

Are landing pages for real estate still a thing?

Do I need a professional web designer to set up a landing page?

How much should a landing page cost?

What is a squeeze page in real estate?

How do I drive traffic to my landing page?

Bringing It All Together

Have you succeeded with a real estate lead generation strategy that includes landing pages? Do you have a genius strategy for converting traffic into clients? Still have questions about landing pages? Let us know in the comment section below.

The post Real Estate Landing Pages: 5 Stunning Examples & Tips appeared first on The Close.

Trackxi uses visual workflow charts to help you with task management, automation, and easy transaction tracking. Plus, it provides document storage, email templates, and even a password manager in a centralized location. I’ll cover what Trackxi does, how it’s an excellent tool for real estate professionals, and my bottom line—is Trackxi worth it for your business? Let’s jump in.

My Verdict on Trackxi & Why You Should Trust It 

I’ve encountered many real estate platforms as a real estate writer and coach. Trackxi feels like a recently discovered gemstone. The startup energy is infectious, scrappy, and straightforward. Honestly, the transparent approach is refreshing in a space where you often have to sign up for a complete demo just to get a feel for the product. 

Since we last featured Trackxi, its team has continued improving its processes. In fact, Trackxi’s CEO does double-duty as a team lead in Portland, Oregon, constantly refining the product to meet agents’ actual needs. They’ve added more features and integrations every month, which proves that the Trackxi team listens to feedback and strives to create a top-tier product for real estate agents. 

Trackxi Alternatives

While Trackxi is a great real estate deal-tracking software, there are others out there. An integration that the Trackxi community has been asking for was SkySlope. Good news: Trackxi has integrated with SkySlope to make using both software as easy as possible. This new integration further proves that Trackxi listens to its users and works to improve its software. 

Trackxi is a great real estate deal-tracking software, while SkySlope is great for compliance and commission management. If you want to save money or seek more features from your real estate transaction manager software, check out the alternatives to Trackxi below.

Software	Why It’s a Great Alternative	Learn More	Ready to Purchase?
	Customizable templates + action triggers, plus a CRM build for agents.	Wise Agent Review	Visit Wise Agent
	The platform is easy to use, and the CRM is robust. It includes quite a bit for your agents, with a dialer, SMS texting, ringless voicemail drop, a mobile app, and lead nurturing.	Sierra Interactive Review	Visit Sierra Interactive
	DocuSign is a well-known, cloud-based, paperless contract software solution. Its technology allows contracts to be created and signed instantly with no intermediary.	Real Estate Brokerage Software: Our Top 33 Picks for 2024 (+ Pricing)	Visit DocuSign
	A low-cost project management software with endless customizations plus CRM features.	The 39 Best Apps for Real Estate Agents (Including 2 to Watch) in 2024	Visit monday.com

What Current Users Think of Trackxi

While I rated Trackxi as my top pick in our real estate transaction management software buyer’s guide, it seems like I’m not alone in loving Trackxi. It’s been growing by leaps and bounds—agents are loving it. It has 5 out of 5 stars on G2, one of my favorite personal review websites. It’s also rated 5 out of 5 stars on GetApp. 

Check out a few Trackxi reviews:

When asked about Trackxi’s negative aspects, the majority were small, like the user interface’s need for aesthetic improvements.

Key Features of Trackxi

It seems as though, every month, I get an email with new features introduced to Trackxi. Since Trackxi is still in startup mode (and the founder still uses the software daily), new features are added with user feedback. It’s nice that the company listens to users and is responsive to new features.

Complete Deal Tracking 

Trackxi’s intuitive interface distinguishes it from other real estate transaction management software. It’s very visual and easy to see what you need to accomplish: green for good, red for action needed. Every time you enter a deal, Trackxi launches an automation process with exact steps and completion dates, including items like “earnest money deposit due” and “loan—appraisal scheduled.” 

Several templates are available for buyers and sellers, and plenty of other templates too. For example, Trackxi has put together templates for a plan for new real estate agents and an annual business plan.

Reporting & Business Dashboard

Reporting and analytics are essential parts of real estate transaction management software. They can help you see exactly how productive you are and where you should focus your efforts. The Trackxi reporting dashboard lets you track your prospects, transactions, and emails at a glance. 

You can see the balance of buyers versus sellers and how many transactions are active, closed, canceled, or in draft. You can also view the tasks you need to complete—what is due, needs attention, is on schedule, or is completed. This makes catching up and staying on top of your transactions super easy, so you can focus on what matters most to your business: helping your clients and selling houses. 

Templates & Workflows 

As mentioned above, Trackxi has templates for buyers, sellers, listings, mortgages, and business plans. You can upload custom user workflows and templates as a team lead or brokerage owner. Once the template is selected, you’ll input the dates of closing, inspection, and the earnest money due, along with any other custom dates that are important to you. For example, I like to follow up with my clients a month after they’ve moved into their new homes and kindly ask for referrals. You can set that date in your transaction so you never forget it.

Once you’ve entered the information you need, upload files like the MLS documents, sale agreement, comparative market analysis (CMA), commission information, and any other documents to keep them organized and easily accessible. Once completed, all the tasks will auto-populate in the Trackxi proprietary Kanban view. You can also view your due dates in a monthly calendar or generate a to-do list for your transaction. The system is easy, intuitive, and straightforward.  

Client Management 

Trackxi isn’t a full-fledged CRM with a website and automation, but pairing it with software like Agent Legend could be your ticket to a lightweight CRM solution. Through the Trackxi software, you can upload clients and stay updated on their buying or selling process stages. For example, if you’ve already done the listing appointment for a seller and are waiting for the listing agreement to be signed, keep track of that activity directly in Trackxi. 

This makes it easy to stay on top of your sales funnel. Plus, the user interface is intuitive and easy to use. You don’t need to click in a dozen places just to track a phone call or send an email. You get the idea: a lightweight solution to stay on top of your transactions. 

I mentioned Agent Legend above. If you want to learn more about it, check out my full breakdown and review here.

Document Storage & Lockbox Manager 

Managing a team of people, listings, and clients is a balancing act with many moving parts. Trackxi includes little details, like secure document storage for every transaction and a lockbox and password manager so your entire team can stay coordinated. 

Some agents use the same lockbox code for every listing to simplify things. However, for real estate agents’ and clients’ safety, that’s not recommended for security reasons. Now, you can have a secure way to store your lockbox codes. 

Trackxi Pricing

I love software that is transparent about its pricing. Trackxi offers both monthly and annual plans, but you get a discount when paying in full. I’ve noted both Trackxi pricing options below. The return on investment from a Trackxi subscription is clear—just a single deal will pay for an entire year of real estate transaction manager software. When you pay for an annual membership, you’ll save roughly 15% instead of paying monthly. If you’re hesitant, Trackxi provides a generous 30-day free trial and support available every day of the week.

Methodology 

At The Close, we aim to empower real estate professionals with the tools and knowledge that drive success. Our Trackxi review and all the tech tools we review are rooted in a deep understanding of the real estate industry and firsthand experience with these platforms. As a licensed agent and coach, my perspective informs our review process by utilizing the following: 

• Pricing: Trackxi is surprisingly affordable and offers real value for agents. It’s much less expensive than other CRM and transaction management software. And if you’re a team or transaction coordinator, it’s a no-brainer to level up your business. 
• Direct use: I tried out the software extensively as a user and evaluator to understand its practical use and benefits for agents. 
• Community feedback: We gather insights from a broad spectrum of users to gauge general sentiment in the community and uncover common issues. 
• Insider perspective: We leverage our network and industry connections to snag detailed information and clarification directly from the founder.  
• Personal experience: I draw extensively on my real estate background. I’ve done hundreds of deals and evaluated dozens of software tools. 

Our methodology at The Close is designed to provide agents with a clear, comprehensive, and candid evaluation of the tools. We strive to provide actionable advice for agents to help them make informed decisions about the technology that powers their business. 

FAQs

Why should I use transaction management software?

Why would I use Trackxi if I already have a transaction coordinator?

Is Trackxi going to increase my productivity?

Can Trackxi help my brokerage or team to grow?

Bottom Line: Is Trackxi Worth Your Money? 

Trackxi transcends the boundaries of traditional transaction management tools by offering a unique platform focused on agents’ actual needs. Let’s admit it—sometimes, our software needs can be pretty niche. Instead of using a platform designed by people who’ve never done a deal, Trackxi was built from the group up as a solution for the Vijay Realty Group, the Trackxi CEO’s real estate team. 

It fits the needs of almost every agent. Plus, if you’ve already got transaction management software like SkySlope, Trackxi integrates to help you manage the deals on your plate—beyond compliance management and e-signatures. It’s a nifty tool that I love. It combines all the best software parts, like Trello or monday.com, without the headache of setting up processes and workflows for your real estate business. 

I’m a very visual person, and as soon as I saw the Trackxi timeline, the software “clicked” for me. There are alternatives in the marketplace, but Trackxi meets (and exceeds) agents’ needs without breaking the bank. Try it for 30 days free at the link below—see if it works for your business!

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

1. Internet Leads

Internet leads are the ones who find you on social media or via your website. This script is intended to be engaging and helpful—your goal is to move this lead further down the funnel by offering personalized assistance and setting up an appointment (or follow-up conversation). These leads can respond remarkably well to texting, so we’ve put together a list of the best real estate text message scripts.

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Agent:

Hello, is this {Lead Name}?

Lead:

Yes, speaking.

Agent:

Hi {Lead Name}, I’m {Your Name} with {Your Company}. I saw you were looking at homes in {Area} on our website. How’s your search going so far?

Lead:

[They share their experience.]

Agent:

I can imagine! Finding the right place can be quite the journey. Are there specific features you’re looking for in a home, or any must-haves that would make a property stand out to you?

Lead:

[They describe what they’re looking for.]

Agent:

Great insights, thank you. It helps to know what you’re envisioning. We have access to some listings that aren’t widely advertised yet and could match your criteria. Plus, I can guide you through the search to make it less overwhelming.

Lead:

[Shows interest or asks for more information.]

Agent:

I’d love to share more and help narrow down your options. Could we set up a time to chat more about your needs and how I can assist? What’s your schedule like this week?

Lead:

[They suggest a time or ask for more information.]

Agent:

Perfect, I’ve noted that down. Before we go, may I have your best email address? I’ll send over some preliminary options and a bit more about how I work with clients to find their perfect home.

Lead:

[Provides email.]

Agent:

Thank you, {Lead Name}. I’m looking forward to our conversation and helping you with your home search. You’ll see an email from me shortly. In the meantime, feel free to reach out if you have any questions.

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2. Zillow Leads

These leads could be anywhere in the sales funnel—from the very start of the real estate process to buyers ready to make an offer. It’s important to find out their interest, understand their needs, and provide additional value, like a quick real estate comparative market analysis (CMA) for the home and surrounding area. Since you already have their information, your goal is to encourage them to engage with you.

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Agent:

Hello {Lead’s Name}, this is {Your Name} with {Your Real Estate Agency}. I’m reaching out regarding your recent interest in the property at {Property Address} you saw on Zillow. How are you today?

Lead:

I’m good, thanks. Just looking around for now.

Agent:

Fantastic! I’m glad to hear you’re exploring options. What did you think about {Property Address}? Do you have any specific questions about the property or anything you’d like to know more about?

Lead:

[They might ask specific questions or express general interest or concerns.]

If they have specific questions:

Great questions! [Provide detailed answers.] If you’re open to it, I can also arrange for a private viewing of the property at a time that suits you, so you can get a better feel for it. Would that be of interest to you?

If they express general interest or concerns:

I understand. Finding the right home can be a journey. Besides {Property Address}, I have access to several other listings that might meet your criteria. Can I ask what specific features you’re looking for in a home?

Agent:

Also, could I get the best email address to send you more detailed information and perhaps some additional listings that match your criteria? And what’s your preferred method of communication for future updates?

Lead:

[They provide contact information and communication preferences.]

Agent:

Thank you, {Lead’s Name}. I’ll send that information over to you shortly. In the meantime, feel free to reach out with any more questions or if there’s anything else I can do to assist in your home search. Looking forward to helping you find the perfect home!

Don’t have Zillow leads to use this script with? Check out Zillow Premier Agent. You can become a featured agent on the Zillow platform in your chosen zip code. Check out availability in your area at the link below.

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3. Expired

Ensure you have alerts set up for expired listings in your area. While you can’t reach out to them before the listing expires, set a reminder to call them the next day. Sometimes, sellers of expired listings may choose to pull their home off the market to wait for a better time. It’s a great idea to integrate them into your real estate farming strategy. 

Expired leads can be frustrated with agents and the market since they failed to sell their listing, so study this real estate script closely:

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Agent:

Hello, I’m {Your Name} from {Your Company}. I’m reaching out to check if your property has been sold yet.

Expired:

No, it hasn’t.

Agent:

Are you still interested in selling it, or have you decided against it?

Expired:

No, we’ve decided to withdraw it from the market for now.

Agent:

I understand. But, just out of curiosity, if I had a potential buyer, would you still be open to considering an offer?

Expired:

Why do you ask? Do you have someone interested?

Agent:

While I haven’t personally viewed your property yet, I represent clients currently looking in your neighborhood. Should they express interest, would you be open to considering their offer?

Expired:

How come you didn’t show it to your buyers when it was listed?

Agent:

Our approach prioritizes new listings first. Once we’ve explored those options, we then extend our search to include other suitable properties for our clients. I’d like to come by and preview your home to see if it fits any of my clients’ requirements. How does Friday at 5 p.m. or Saturday at 11 a.m. work for you?

Expired:

Can’t you just bring your buyers directly? I’m not signing any agreements.

Agent:

I prefer ensuring a good fit before arranging any visits to respect both your time and that of my clients. A brief preview by me would be the first step. Does tomorrow work for you?

Expired:

Saturday is better, I suppose. Maybe around 11 a.m.

Agent:

Excellent. I’m also curious, what do you think was the reason your home didn’t sell?

Expired:

The agent didn’t market it enough.

Agent:

I hear you. It’s frustrating when your home doesn’t sell. Did they go through a marketing checklist with you? Together, we can find out exactly why your listing might not have sold. This way, when you’re ready to re-enter the market, you’ll be prepared to avoid pitfalls. I’d be glad to go through a seller’s checklist with you during our meeting on Tuesday.

Expired:

Alright, that sounds interesting. But I’m still not signing anything right now.

Agent:

Absolutely, there’s no pressure to sign anything. Let’s first see if your home meets my clients’ needs. When I visit, I’ll also share how I work to secure the best possible price for our listings. At the least, you’ll gain insights into my successful sales strategy. See you on Saturday at 11.

(Proceed to log the details of this conversation in your CRM system.)

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4. FSBO

For sale by owner listings (FSBO) can be intimidating, but they actually make great leads—after all, they’ve already expressed that they want to sell their home! Many agents might say that FSBOs are tough because they’ve already expressed selling a home on their terms, but they’re not as rude as you think. They need your help to develop a pricing and marketing strategy that will sell their home. 
With FSBOs, you have to make sure you’re offering value. Pricing is often the key in an FSBO situation. We’ve given you one FSBO script here, but if you want more, we’ve compiled a list of the best FSBO scripts for real estate agents.

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Agent:

Hello, I’m {Your Name} from {Your Company}. Could I confirm if you own the property at {Property Address}?

FSBO:

Yes, that’s me. What’s this about?

Agent:

I was curious if you’ve ever thought about partnering with a real estate agent?

FSBO:

Ugh. No, I haven’t.

Agent:

I see. Just for arguments’ sake, if I could secure a higher selling price than you might get on your own, would you be open to a conversation?

FSBO:

How can you be so sure? What do you believe my property is worth?

Agent:

Without having seen your property, I can’t say for certain. However, my marketing strategy is designed to maximize exposure. The greater the interest, the higher the potential selling price. How about I drop by for a no-pressure highest price analysis? All I need is a brief tour of your home and a chance to share my approach for fetching you the best price. I’ll leave the CMA with you to decide.

FSBO:

I’m not keen on pushy sales tactics, but I’m willing to listen if there’s no commitment required.

Agent:

Absolutely no commitment. To ensure your safety during showings, I’ll also bring along a Security Checklist. It’s crucial to stay safe with visitors in your home. I’m available to meet on Tuesday at 5 p.m., or would Thursday at 7 p.m. suit you better?

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5. Circle Prospecting

These are leads in your farm or surrounding area where you just did a deal or an open house, also known as circle prospecting. It should be a small farm territory designed to sniff out potential leads interested in real estate. These are going to be true cold calls. This script is respectful and informative, offering value through market insights while gently probing for potential interest in selling or referrals.

Circle prospecting is cold outreach, but by touching a cold lead twice with door knocking, you can make an impact. Check out a few of our other tips for real estate door knocking.

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Agent:

Hello, may I speak with {Homeowner Name}?

Homeowner:

This is them.

Agent:

Hi {Homeowner Name}, I’m {Your Name} with {Your Company}. I hope I’m not catching you at a bad time. I’m reaching out to your neighborhood because I recently had the privilege of selling a home just around the corner from you at {Address of Sold Listing}. Have you heard about the sale?

Homeowner:

[They respond, possibly with interest or indifference.]

Agent:

Yes, it was a great success and it got me thinking about how I could assist others in the neighborhood. Real estate in {Area} is quite dynamic right now. By any chance, have you considered selling your home or maybe curious about the current market value?

Homeowner:

[They express interest or decline.]

If interested:

That’s great to hear! I’d love to provide you with a no-obligation market analysis to show you what your property could fetch in today’s market. It’s a great time to sell, and knowing your home’s value is the first step.

If not interested:

I understand, not everyone is looking to sell right now. But, if you’re ever curious about the market or need any real estate advice, I’m here in the neighborhood and happy to help.

Agent:

Before I let you go, do you know anyone in the area who might be thinking of selling or buying? We’re seeing a lot of activity and it’s a great time for real estate decisions.

Homeowner:

[They might refer someone or not.]

Agent:

Thank you for your time, {Homeowner Name}. Can I add you to my email list for future events and fresh listings? Now you’ve got my contact information in case you or someone you know needs assistance.

Homeowner: 

Sure, that sounds OK.

Agent: 

Perfect. Thank you so much. Have a great day!

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6. Open House

Open houses are a great way to get new clients quickly. Using an open house app that gathers your clients’ contact information will help you level up when making these follow-up calls. Since these potential clients have already expressed interest in real estate, you must grab more info to be able to target these folks. They haven’t selected an agent because they haven’t found one they like yet—let that agent be you!

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Agent:

Hi there, I’m {Your Name} from {Your Company}. May I speak with {Prospect’s Name}?

Prospect:

Yes, this is them.

Agent:

Thanks for visiting our open house today at {Address}. I assured the homeowners I’d touch base with all our visitors for their impressions. Could you spare a moment for a few questions?

Prospect:

Sure, go ahead.

Agent:

What were your thoughts on the property? Did it align with what you’re looking for?

Prospect:

It was OK, but it didn’t quite match our taste.

Agent:

Understood. How did you come across the open house announcement?

Prospect:

We noticed the advertisement.

Agent:

It seems like you’re on the hunt for the perfect home at a fair price. Did you know that by searching independently, you’re only scratching the surface of available homes? Many of our exclusive listings are offered to preferred clients before they’re even listed on the MLS or showcased at open houses. If you’re truly committed to finding your ideal home at the right price, how about we schedule a time for you to come by my office? We can have a chat over coffee and pinpoint exactly what you’re searching for. This way, you’ll be the first to know about prime properties the moment they hit the market.

Prospect:

Yes, that would be great! We keep getting to homes too late to make an offer.

Agent:

Fantastic. And I hear you—it’s a tight market! But there are still homes out there. I’m available Thursday at 12 p.m. or Friday at 5 p.m. Which suits you best?

Prospect:

Thursday at noon works for me.

Agent:

Excellent. I’ll need to ask a few questions to ensure our meeting is as productive as possible:

• Do you currently own your home, or are you renting?
• If you own, will you need to sell your current home before purchasing a new one? OR If renting, when does your lease end?
• What’s your budget for the new home?
• Have you been prequalified for a mortgage yet?
• What’s your timeline for moving?
• Are you already working with another real estate agent?
• (If yes) Do you have a contractual agreement with them?

Great, thanks! This gives us a solid foundation to start from. I’m looking forward to our meeting on Thursday. I’ll send over my office address shortly. How do you prefer to be contacted, email or text? Here’s my contact info in case you need to reach out before our meeting. See you soon.

Rest assured, this isn’t a one-size-fits-all for open house leads. We’ve got some fun ice breakers and 15 more open house scripts for real estate agents.

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7. Social Media

These social media leads usually come through mutual Facebook groups, your connections, or perhaps an advertisement. For these leads, you’ve got to be approachable and engaging. Curious about how to use social media marketing to get real estate clients? We’ve got 21 proven social media marketing techniques that actually generate leads. 

Just remember to respect the casual nature of social media—make your script personalized for your situation. Here’s a sample:

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Agent: 

Hello {Lead’s Name}, it’s {Your Name} from {Your Real Estate Company}. I noticed your interest in our property listing on {Social Media Platform}. How are you doing today?

Lead: 

Hi, I’m doing well, thanks. Just exploring options at the moment.

Agent: 

That’s great to hear! Exploring is the first step to finding the perfect place. Were you looking for properties in the {Area} area? I saw that’s where the property you were interested in is located.

Lead: 

Yes, I’m considering {Area}, but I’m trying to figure out what fits within my budget.

Agent: 

Understood, finding the right fit within your budget is crucial. To help you with this, I can prepare a comparative market analysis (CMA) for properties in {Area}. It’ll give you a clear idea of what you can expect within your budget. How does that sound?

Lead:

That sounds helpful, actually.

Agent: 

Wonderful! I’d love to go over this CMA with you and discuss your property needs in more detail. How about we meet up for coffee or, if you prefer, we can have a Zoom call? It’s a great way for me to understand exactly what you’re looking for.

Lead: 

Coffee sounds good. When are you available?

Agent: 

I’m available {provide a couple of time options}. What works best for you?

Lead:

[They provide a time.]

Agent: 

Perfect, I’ve got us scheduled for {confirmed time and date}. Can I get the best email to send you the meeting details and my contact information?

Lead: 

Sure, it’s {email}.

Agent: 

Excellent, you’ll have all the details in your inbox shortly. I’m looking forward to our meeting and helping you navigate your options in {Area}. If anything comes up before we meet, feel free to reach out. Here’s my contact info: {your contact information}.

Lead: 

Thanks, I appreciate it. See you then.

Agent: 

You’re welcome! See you at {confirmed time and date}. Have a great day!

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8. Referral 

A real estate referral should be a warm lead who’s already familiar with your name and may even be expecting your call. Your goal here is to continue to build rapport with them, verify their information, and set an appointment. This is one of those real estate agent scripts where you should feel free to be flexible and adapt your conversation to suit their needs. The referral you’re calling may be ready now, or they may not be ready for a year. Your job is to establish rapport and a relationship.

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Agent:

Hi, is this {Referral Name}?

Referral:

Yes, it is.

Agent:

Great! I’m {Your Name}, a friend of {Referrer’s Name}, who mentioned you’re looking into real estate. How’s everything going?

Referral:

[Their response.]

Agent:

Glad to hear! I’d love to learn a bit about what you’re looking for and how I can assist. Do you have a few minutes to chat now or is there a better time?

Referral:

[They suggest a time or continue the conversation.]

Agent:

Perfect. Before we dive deeper, could I get your email and the best number to reach you? I promise to keep it just between us.

Referral:

[Provides contact info.]

Agent:

Thanks, {Referral Name}. I’m looking forward to helping you out. Let’s touch base {at the suggested time}. Have a great day!

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9. Sphere of Influence—Touching Base

It’s important to stay in touch with your sphere of influence at least once every few months. After all, referrals are the lifeblood of the real estate industry. Touching base with your sphere is an excellent way to get warm leads. They already know, like, and trust you. 

You should periodically check in with them as you’ve built the rapport. You could even use a few of our real estate pop by ideas to really make an impact. After a few months, you’re bound to hear the words, “Actually, I think my friend’s looking for a home. Could you help them out?”

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Agent:

Hi {Contact Name}, this is {Your Name} affiliated with {Your Company}. How are you today? Do you have a minute to chat?

Contact:

Yes, I’m doing well, thanks. Sure, what’s up?

Agent:

Thank you, {Contact Name}. The reason for my call is to ask a small favor. As you might know, referrals from satisfied clients are incredibly important to my business. I was hoping you might feel comfortable recommending me to anyone you know who might need help buying or selling a home. Could you think of someone right now, perhaps a coworker, friend, or family member, who might be looking to make a move?

If Yes:

That’s wonderful! Would you mind if I contacted them directly? Could you share their contact details with me?

(Get information.)

Thank you so much for that; I really appreciate your help.

If No:

That’s completely OK, I really value your time for considering it. Moving forward, I understand this won’t always be at the forefront of your mind. Would it be alright if I checked in with you every few months, just to touch base? No pressure at all, I promise.

Agent:

Thank you so much, {Contact Name}. Your support is genuinely appreciated. Remember, if there’s ever anything I can do for you, your family, or your friends in terms of real estate, don’t hesitate to reach out.

Agent:

Thanks again for your time today, and have a fantastic evening. I look forward to possibly catching up in a few months, or sooner if you think of someone who could use my services.

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10. Networking or Event Follow-up

This script is best for someone you recently met at a networking event. Your goal is to focus on mutual benefits and the potential to collaborate. Even if they’re not interested in real estate now, you intend to establish a productive personal relationship.

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Agent:

Hi {Contact Name}, this is {Your Name} from {Your Company}. We met recently at {Event Name}. How are you today?

Contact:

Hey, {Your Name}. Great to hear from you. I’m doing great. You?

Agent:

I’m glad to hear that—same here! I really enjoyed our conversation about {discussion}. It got me thinking about how we might be able to support each other’s goals. Have you had any more thoughts since our chat?

Contact:

[They share their thoughts.]

Agent:

That’s interesting. From what you’ve told me, it sounds like there could be some synergy between what you’re looking for and the services I provide. For instance, if you’re considering investing in real estate or know someone who is, I’d be happy to share my market insights and how I can assist.

Contact:

[Shows interest or asks for more information.]

Agent:

Would it be possible to meet for coffee or a quick call next week? I think it could be valuable to explore this further and see how we can help each other out.

Contact:

[Agrees or suggests a time.]

Agent:

Great, I’ll set that up. Before we go, can I confirm the best number and email to reach you? I’d like to send a calendar invite and a brief overview of what I can offer.

Contact:

[Provides contact information.]

Agent:

Perfect, {Contact Name}. I’m looking forward to our meeting and seeing where this conversation can take us. Thanks again for your time today, and I’ll be in touch with those details shortly.

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11. Purchased Lead

When you buy real estate leads, it’s essential to build rapport quickly. Acknowledge their interest and then offer value. Try to convert them to a deeper conversation by setting up a meeting. This way, you can provide personalized attention and dig into their needs.

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Agent: 

Hello {Lead’s Name}, this is {Your Name} from {Your Real Estate Company}. I hope you’re doing well today. I’m reaching out because I saw your interest in finding a home in the {Area} area. Is that right?

Lead: 

Yes, I’m looking.

Agent: 

Fantastic, thank you! I understand that navigating the real estate market can be overwhelming, especially with so many options and considerations. To make this easier, I offer a personalized service to my clients, including a detailed comparative market analysis (CMA). This can give you a clearer picture of what your budget can get you in {Area}. Is this something you’d be interested in?

Lead: 

Yes, that sounds useful.

Agent: 

Great to hear! I’d love to discuss your specific needs and preferences to ensure the CMA is tailored just for you. Could we set up a time for a coffee meeting or a Zoom call? It’s a great opportunity for us to dive deeper into your real estate goals.

Lead: 

A Zoom call works for me.

Agent: 

Perfect, I have availability on {offer a couple of time options}. What suits you best?

Lead: 

[They provide a time.]

Agent: 

Excellent, I’ve scheduled us for {confirmed time and date}. May I have your email to send you the Zoom link and a brief overview of what we’ll cover?

Lead: 

Sure, it’s {email}.

Agent: 

Wonderful, I’ll send that over shortly. I’m looking forward to our meeting and helping you find the perfect property in {Area}. If you have any questions before our call, don’t hesitate to reach out. Here’s my contact info: {your contact information}.

Lead: 

Thanks, I appreciate it.

Agent: 

My pleasure! Talk to you on {confirmed time and date}. Have a great day!

Looking for leads? Check out Market Leader. They’ve got leads on-demand, a great client relationship manager (CRM), and an entire suite of tools for your business.

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12. Buyer 

For an interested real estate buyer, you should focus on understanding what they need—they may not know. We’re talking areas and must-haves, like central AC or a primary bedroom on the first floor. Provide value and empathize with their situation. Then, set the stage to grab an appointment for a deeper consult. We’ve put together a real estate buyer questionnaire to have on standby for these conversations as well.

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Agent: 

Hi there, is this {Buyer’s Name}?

Buyer: 

Yes, it is.

Agent: 

Fantastic, {Buyer’s Name}! I’m {Your Name}, a real estate agent with {Your Company}. How are you today?

Buyer: 

I’m doing well, thanks. How about yourself?

Agent: 

I’m great, thank you for asking! I understand you’re exploring the possibility of buying a property. Do you have a few minutes to chat about what you’re looking for?

Buyer: 

Sure, I have some time.

Agent: 

Wonderful! To start, may I ask what’s motivating your move right now?

Buyer: 

[Buyer explains their situation.]

Agent: 

That makes a lot of sense. Finding the right home to match your needs is crucial. Have you identified any specific areas you’re interested in, or are you still exploring your options?

Buyer: 

[Buyer provides details.]

Agent: 

Got it, {Area} is a great choice. Are there specific features or amenities you’re looking for in your new home?

Buyer: 

[Buyer provides details.]

Agent: 

Excellent, these details really help me understand what you’re looking for. I can provide you with a personalized list of properties that match your criteria. Also, I offer a complimentary comparative market analysis (CMA) to my clients, which could be very helpful in understanding the market better. How does that sound?

Buyer: 

That sounds good.

Agent: 

Perfect! I’d love to discuss this further and dive into more details. Could we schedule a time for a coffee meeting or a Zoom call, whichever you prefer?

Buyer: 

A Zoom call works for me.

Agent: 

Great, how does {offer a couple of time options} work for you?

Buyer: 

[They provide a time.]

Agent: 

Fantastic, I’ve got us down for {confirmed time and date}. Can I have your email to send you the Zoom link and a brief introduction to the properties we’ll discuss?

Buyer: 

Sure, it’s {email}.

Agent: 

Perfect, I’ll send that over to you. I’m really looking forward to helping you find your ideal home. If you have any questions before our meeting, feel free to reach out. Here’s my contact information: {your contact information}.

Buyer: 

Thank you, I appreciate your help.

Agent: 

It’s my pleasure, {Buyer’s Name}. Talk to you soon!

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13. Seller

This script is designed to be adaptable. Your goal is to connect with the real estate seller personally while positioning yourself as their go-to real estate expert. You’ll demonstrate your marketing and listing knowledge by offering value and having a detailed discussion about your selling strategy. We’re looking for an appointment and a successful partnership with your seller.

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Agent: 

Hello, may I speak with {Seller’s Name}?

Seller: 

Speaking.

Agent: 

Hi {Seller’s Name}, I’m {Your Name}, a real estate agent with {Your Company}. I’m reaching out because I’ve noticed you’re considering selling your property, and I wanted to offer my expertise and support in this process. Do you have a moment to talk about your plans for selling?

Seller: 

Yes, I’ve been thinking about selling, but I’m not sure where to start.

Agent: 

That’s exactly what I’m here for. Selling a home can seem overwhelming, but with the right strategy, it can be a smooth and rewarding process. May I ask what’s prompting you to sell at this time?

Seller: 

[Seller explains their situation.]

Agent: 

Thank you for sharing that with me. Understanding your motivations helps me tailor my approach to suit your needs. Have you thought about when you’d like to sell or any goals you have in mind for this sale?

Seller: 

[Seller provides details.]

Agent: 

Great, those are important factors to consider. I specialize in {Your Niche} and have a track record of helping sellers in {Area/Your Niche} achieve their goals. I’d like to offer you a complimentary comparative market analysis (CMA) to give you an idea of what your property could sell for in today’s market. How does that sound?

Seller: 

That sounds helpful.

Agent: 

Perfect! I’d also love to meet with you, either in person over coffee or via a Zoom call, to discuss your selling strategy in more detail and answer any questions you might have. This way, we can ensure we’re aligned with your expectations and timeline. What works best for you?

Seller: 

I think a Zoom call would be good.

Agent: 

Excellent choice. How does {offer a couple of time options} work for you?

Seller: 

[They provide a time.]

Agent: 

Fantastic, I’ve got us scheduled for {confirmed time and date}. Could you please provide me with your email address? I’ll send over the Zoom link and some preliminary information about the market analysis.

Seller: 

Sure, it’s {email}.

Agent: 

Great, I’ll send that information over to you. I’m looking forward to our meeting and helping you navigate the selling process. If you have any immediate questions, feel free to reach out to me at {your contact information}.

Seller: 

Thanks, I’ll see you then.

Agent: 

Thank you, {Seller’s Name}. I’m excited about the opportunity to work with you. Have a great day!

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14. Investor

Investors are a great real estate prospecting source to build your network and your brand. They’re always on the lookout for a deal, so having a few in your back pocket is key to building your business. Plus, investors tend to be tight-knit. When you’ve done a great deal with one, they will likely talk you up to their network. 

A great way to find investors through cold calling is with absentee homes. You can use a tool like The Share Group or REDX to find these owners, then strike up a conversation. You might be able to strike up a great professional working relationship by offering them value and speaking their language. 

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Agent:

Hello, I’m {Your Name} with {Your Company}. Could I confirm if you’re the owner of the property at {Property Address}?

Landlord:

Yes, that’s correct. Why do you ask?

Agent:

I was curious to know if you’ve considered selling your rental property at this time?

Landlord:

No, not really.

Agent:

Understood. However, would it be of interest to you if I contacted you about a great investment opportunity in the future? It’s rare for anyone to pass up a truly good deal.

Landlord:

I’m not looking to purchase more property at the moment.

Agent:

No problem at all. I often come across excellent property deals that go quickly. Would you be interested in joining my email list? This way, you can have early access to these opportunities when you’re ready to invest again. There’s no commitment required. I just need your best contact information.

Landlord:

OK, that seems reasonable. Here’s how you can contact me.

Agent:

Fantastic. I’ll add you to our exclusive property alerts list and check in with you from time to time about any standout properties that hit the market. Just for my notes, can you tell me what types of properties catch your interest most? Are you into single-family homes, condos, duplexes? Any specific preferences help me tailor the information I send you.

If you’re looking for a place to start with your geographic farm, look at REDX. It provides the information you need to start calling—plus a built-in dialer.

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15. Renter

Targeting renters is an easy way to fill your future pipeline. Deliver flyers and postcards to the apartment buildings in your farm area. You can offer a first-time homebuyer education seminar to showcase your expertise working with real estate buyers.

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Agent:

Hi, I’m {Your Name} from {Your Company}. I wanted to know if you’ve ever thought about owning your own home instead of paying rent.

Renter:

No, we can’t afford a house right now.

Agent:

Well, I have access to some nice entry-level homes that are priced well and in great condition. For a lot of people, the mortgage payment is less than what you’re paying for rent.

Renter:

Really? You think you can get us into a house for less than our rent?

Agent:

Yes. I’d like to invite you to attend a first-time homebuyers seminar I’m giving on {Date}, at {Time}, located at {Location}. You’ll learn everything you need to know to buy a home, and we’ll dive into some down payment assistance resources as well. All I need is your contact information to sign up.

Renter:

That sounds great. Here is my contact information.

Agent:

Thanks! Feel free to contact me any time—I look forward to seeing you there. (Add their details to your CRM system.)

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Frequently Asked Questions (FAQs)

How soon should I call leads back?

What do I say when I call them back?

What if they don’t answer? Should I leave a voicemail?

What questions can I ask if I get flustered?

Bringing It All Together

These situations should cover most of your bases for real estate follow-up scripts. If you want to use prospecting to get more leads to use with this script, we’ve put together fifteen of the best real estate prospecting tips. Many agents get hung up on following a script exactly, but the best conversations are organic. You’re looking to connect with your clients. We say it time and again; real estate is all about the people. Make a genuine connection with your potential clients, anticipate their needs, and provide them with outstanding service. Then stay in touch for those referrals—–that’s how you build a sustainable business. 

In the meantime, if there are any scripts for real estate agents that we’ve missed, leave them in the comment section or visit our Facebook group to share with the community!

The post 15 of the Best Real Estate Scripts That Actually Convert appeared first on The Close.

What Is a Real Estate Love Letter?

Simply put, a real estate love letter is written by a potential homebuyer to the sellers explaining their attraction to the home. It usually shares a bit about the buyers and their reasons for why this house is perfect for them. It might have financial details about the buyers’ position and why they’re a strong pick.

Buyer love letters have existed for decades. However, their use tends to surge during tight housing markets. In a competitive market, a love letter can help your buyers stand out and might get their offer accepted. The goal is to carve out an emotional connection with the seller. It seems harmless (and even a good idea!) to most buyers. However, these letters can easily contain the buyer’s personal information. Think religion, race, and familial status. Revealing personal information can then cause a bias in the seller’s mind when accepting or rejecting an offer. 

Why Agents (& Clients) Should or Should Not Write One 

A common theme in real estate love letter examples is, “We can see our family growing up here for years to come. We can already see our kids opening their Christmas presents under the tree by the fireplace.” Do you see an issue with this sentence? 

Look closer: This saccharine statement points out the buyer’s religion and familial status. Under fair housing, these are protected characteristics. If the seller uses these as a reason to accept or reject an offer (as opposed to the terms and pricing outlined in the contract), you’re opening a can of worms with the Fair Housing Act.

Legal Considerations When Writing a Love Letter in Real Estate 

Let’s remember our real estate history: The Fair Housing Act, established in 1968, is a federal law enacted to prevent discrimination in the buying, selling, renting, or financing of housing based on race, religion, national origin, sex, handicap, or family status. As agents, we know this. However, our clients aren’t as well-versed in real estate laws.

Real estate love letters may seem harmless, but they can easily lead to violations of the Fair Housing Act. They often contain personal information about the buyer, which could influence sellers to choose a buyer based on shared personal backgrounds or interests—this is inadvertently discriminating against other potential buyers. Competing against cash offers is tough, but there are objective strategies that you can use to win a deal besides a love letter. 

There are debates nationwide about using a buyer love letter, but it may not be worth the risk. A note about “we’re looking forward to raising our family in this home” or even “we love the neighbors in this community” can sway a seller’s decision. In most cases, the slight lift you might see in a competitive landscape doesn’t outweigh the potential downfalls of a love letter. The National Association of Realtors (NAR) notes that you should inform other agents in the MLS listing that buyer love letters won’t be accepted. NAR also advises listing agents to document all offers received and the seller’s objective reasoning for accepting an offer. 

In 2021, the state of Oregon enacted a statute that prohibited real estate love letters. Under this law, sellers’ agents were required to reject any buyer communications “outside of customary documents.” A real estate firm filed a lawsuit against the Oregon Real Estate Commissioner and Attorney General, challenging the statute as a violation of the First Amendment (which protects freedom of speech). In May 2022, a federal judge concluded that Oregon’s law banning love letters was unconstitutional.

Real Estate Love Letter Example

If you choose to move forward with a love letter, ensure it focuses on the property and buyers’ emotional connection toward it. Remember to avoid personal details that could influence a seller. Focusing on the property rather than personal information or circumstances is important. This approach differs from a real estate prospecting letter from an agent to prospective clients. 

In our example below, we’ve avoided direct references to the buyer’s family status, religion, race and personal characteristics. 

A good buyer’s love letter should include the following: 

• Point out the home’s details 
• Find mutual connections 
• Explain your offer
• Express your gratitude

Take a peek at our real estate love letter example:

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Dear Homeseller,

As we walked through your beautiful home, we were captivated by the warmth and character that flowed through each room. The care you’ve taken in maintaining such a welcoming environment is evident, and we felt a deep connection to the space from the moment we stepped inside.

The lovely garden and the cozy reading nook by the window caught our eye, reminding us of our long-held dream to have a peaceful retreat where we can enjoy our favorite books and the beauty of nature. Your home is a perfect blend of the things we cherish most.

We appreciate the love and effort you have clearly invested into creating such a harmonious home. As we envision the next chapter of our lives, it is in a place like yours where we can see ourselves building memories and cherishing the moments that make life so special.

We understand that parting with a home filled with so many memories can be bittersweet, but we want you to know that we are deeply committed to caring for your home with the same respect and love you have. It would be an honor to continue the legacy of happiness and warmth you’ve established.

Thank you for considering our offer. We’ve come in at asking price and are prepared for a quick and smooth closing in 30 days. Plus, we’ve limited our inspection to major repairs. We’re excited about the possibility of making your home our own and are ready to move forward with respect and appreciation for the journey you’ve had here.

Warmest regards,

[Your Names]

Tips & Best Practices for Agents Regarding Love Letters

While clients may want to jump into writing a love letter, real estate agents need to coach clients to focus their love letters on the specific property. Winning a real estate bidding war isn’t easy, but a love letter may not be the answer. If you choose to go forward with a letter, stick to offering the strengths of the home—not personal details. 

You must educate your clients on the potential for bias, even if it’s subconscious. As the industry navigates mixed reactions to current legal challenges, our focus as real estate professionals must remain on ethical practices and comply with anti-discrimination laws. If you need help with creative real estate negotiation tips, we’ve got you. 

For Buyer’s Agents: 

• Educate your clients: Before your buyers draft a love letter to the sellers, explain the potential legal ramifications and how certain information could accidentally lead to discrimination. 
• Focus on the property, not the personal: Your clients should express their appreciation for the property rather than sharing personal details that could imply any preference for or against certain protected classes (like race, religion, or familial status). 
• Review alternative strategies: Suggest ways your buyers can strengthen their offer, like flexibility on the closing date, a higher earnest money deposit, or making the earnest money “hard” after a certain deadline. These objective offer strategies help your buyers stand out and comply with fair housing laws. 

For Seller’s Agents: 

• Policy on love letters: Speak with your sellers on a clear policy of handling love letters—possibly discouraging them due to the legal complexities. Ensure you’re advising your sellers on the risks. 
• Stress impartial decision-making: Encourage your sellers to focus on the objective criteria of every offer—price, contingencies, and closing terms (rather than the emotional appeal of a love letter). 
• Document your decisions: Advise your sellers to document their reasons for accepting an offer. Make sure it’s based on objective and fair reasoning. This step provides you and your clients a layer of protection if buyers who didn’t get their offer accepted question the decision. 

Bringing It All Together

While clients may want to write a real estate love letter, you must tell them what they can expect. As real estate professionals, it’s our job to guide our clients through the process smoothly and seamlessly. I won’t lie. I’ve won a deal with a love letter before. My client had put in a few offers and hadn’t yet secured a home for her daughter. I told her I was worried about fair housing laws and that I was not a fan of love letters. However, I didn’t deliver the letter or even have a chance to read it. She wrote the letter and delivered it to the listing agent directly. 

As a rule, most managing brokers try to curb the use of love letters in real estate transactions. When the real estate market shifts, a less competitive atmosphere for buyers can help naturally curb the use of love letters. The best way to help your clients win with their offer is to structure a strong offer with enticing terms. Find out what the seller needs—a quick close or a limited inspection. Find strategic ways that your buyer can win a deal without weighty emotional bids. 

However you feel about them, love letters still have their place in the industry—and probably always will. As Dale Carnegie said over 100 years ago, “When dealing with people, let us remember we are not dealing with creatures of logic. We are dealing with creatures of emotion.”

The post What Is a Real Estate Love Letter? Best Practices for Agents appeared first on The Close.

Free gift: Download The Close’s Smart Home Checklist to share with your clients.

Download Smart Home Checklist

What Is a Smart Home?

So, what are smart homes? A smart home can be as simple as a home that has one or more smart devices installed that connect to devices and appliances. Examples include lights, plugs, blinds, advanced security systems, smart fridges, HVAC controls, and sprinkler systems. These items are controlled remotely with your phone or voice. 

There are also more detailed smart home setups with a dedicated hub to connect multiple devices to the internet and run automations like slowly dimming the lights at night, automatically turning off the television, and arming the home. Your home doesn’t need a full setup to be considered a smart home—just a few devices will suffice. 

Smart home technology has exploded in popularity—sources show that the smart home will be over $100 billion in revenue in less than five years. The great thing about a smart home is that you can make it as smart as you’d like. 

To further explore how these technologies are reshaping the industry, discover the top real estate apps that can help you stay ahead. 

Examples & Costs of Smart Home Setups 

A smart home setup differs for each home. You can start for less than $50 with a few smart bulbs or a video doorbell. Some owners set up more detailed systems with a central hub and dozens of automations, like dimming the lights at bedtime, securing the home alarm automatically, and setting the thermostat. These setups can run into the thousands, depending on how many smart devices you use and how you choose to integrate them. Smart homes automate routine tasks for your comfort and convenience. They also provide easy and accessible controls over your home environment. Plus, a smart home can be eco-friendly—which means savings on those rising energy bills!

For real estate professionals (and homeowners) who are new to the world of smart home technology, it might seem a bit overwhelming. Fear not—it’s an effortless blend of convenience, efficiency, and modern living. Here’s a simplified breakdown of what an ultimate smart home setup could look like: 

• Smart lighting (starting at $10-$2,500): Imagine your home responding to your presence with lights that automatically adjust for time of day or mood—plus energy-saving LED bulbs that last longer and reduce energy consumption. Example: Philips Hue, Govee
• Intelligent climate control (starting at $65-$3,000): A thermostat that learns your schedule and preferences to ensure you don’t waste energy and that your home is always at the perfect temperature. Example: EcoBee, Google Nest
• Advanced security (starting at $100-$2,500): Home security at your fingertips can offer you peace of mind. Think smart locks, video doorbells, and smoke alarm detectors you monitor with your smartphone. Example: Ring Doorbells, Schlage Smart Locks
• Efficient kitchen gadgets (starting at $250): Smart fridges help you keep track of your groceries and suggest recipes. There are also smart ovens that you preheat on your way home. Example: Samsung fridges, smart coffee makers
• Automated cleaning (starting at $250): Robotic automated vacuum cleaners, moppers, and mowers take the manual labor out of home maintenance. Example: Roomba
• Voice-activated convenience (starting at $35): Control your home with simple voice commands—turn on the lights, play music, set alarms, or check the weather—while making technology accessible to everyone. Example: Amazon Alexa, Apple Homekit with Siri

Curious about more innovative process setups for real estate agents? Utilizing real estate software can provide streamlined solutions for real estate professionals looking to streamline their business. Find out more in our article, Best Real Estate Software: Our 38 Top Picks for Agents (+ Pricing).

The Evolution of Smart Homes in Real Estate

What are smart homes? Consumers have been clamoring for smart home real estate tech for years. (Shoutout to the late-night infomercial for The Clapper). Do you remember, “CLAP ON *clap clap* CLAP OFF *clap clap*”? We might think that tool is old, but in terms of smart homes, real estate has been advertising new technology for decades. Think back to the imagined “homes of the future” from the 1960s.

Funny enough, smart home technology is arguably still in its infancy. But smart home adoption is picking up speed at an astonishing rate: Just 10 years ago, a little under 15% of Americans had a smart home device. Current projections indicate that roughly 57% of U.S. households will have at least one smart home device by 2025.  Even large corporate homebuilders like KB Homes have started integrating smart home technology in new homes. 

As of 2023, the interest in smart homes has seen a huge uptick. The most common smart home devices included smart TVs, speakers, and digital streaming devices. For our readers, it’s time to get excited and involved in smart home tech. The signs indicate that the next frontier for smart home tech seems to be security, safety, smart appliances, and energy management—it’s time to start brushing up on smart tech, real estate professionals! 

By 2026, it’s expected that more than half of U.S. households will be using smart security devices like door cameras, smart locks, and security systems. However, smart speakers have been harangued regarding internet security and privacy concerns. The growth and demand for those types of devices, like Alexa and Sonos speakers, could stall without companies addressing those issues. Understanding and leveraging this evolution in the smart home space can provide a competitive edge for agents. And to stay informed on future tech trends, brush up on your insights from the best real estate predictive analytics companies. 

For more strategies on attracting tech-savvy clients, check out our suggestions on real estate lead generation ideas. 

Pros & Cons of Smart Homes

Smart homes offer a range of benefits to enhance daily living. However, potential smart device homeowners should consider the complexity, privacy, upfront costs, and dependence on technology. Don’t forsake the pace of technology too! It changes rapidly!

Remember: A thoughtful approach to integrating smart home technology can help maximize the advantages while minimizing stress. Don’t jump in and buy thousands of dollars of equipment to stress yourself out and get overwhelmed. Plus, remember that tech quickly becomes outdated and obsolete, also known as technology obsolescence. 

Start small. From experience, outfitting your smart home is a process that develops over time. It can also be a fun hobby—there are always new devices to play with and try out! 

The Value of Smart Homes in Real Estate

Good news—while we’ve outlined the positive benefits of a smart home—real estate values also benefit from smart home technology. Studies have shown that well-equipped smart homes can sell for up to 5% more. No, we aren’t talking about smart robot cleaners, mowers, or sprinkler systems. We’re talking about actual features that buyers are looking for. Interestingly, older buyers are looking for smart thermostats and features more than Gen Z and millennials. Perhaps because they’ve been looking forward to these features? 

There are a few points to make about increasing the value of real estate through smart home tech. Sellers and buyers of smart home real estate tech should keep a few points in mind:

• For sellers: Most consumers crave smart security and thermostats more than smart appliances and entertainment. That could be a heads-up to your sellers looking at which items to upgrade in their homes. Understanding the nuances of real estate smart home technology is essential for today’s agents. 
• For buyers: It’s important to remember that smart home-connected devices aren’t considered “fixed property” in real estate. These items don’t stay with the home unless indicated in the contract. Caution your buyers that if they want a feature in the home, ensure the sale contract denotes that tech. Looking for more ways to present these benefits to potential buyers? We can help level your sales pitch with compelling buyer presentations highlighting the benefits of smart home technology. 
• For luxury buyers: A dream home is one that “thinks” for you after a long day at work, e.g., turning up the A/C in your home on a hot day during the summer. People are looking for connected solutions, not just a “wow” factor. They want usefulness and value from smart home products—not necessarily a clothes dryer that sends you a push notification on your phone when it’s done. After all, you’ll still need to fold that laundry.

According to the 2023 Coldwell Banker Global Luxury International Consumer Survey, the number one most important amenity that buyers desire in an international home purchase is “the latest smart home technology.”

Want to get more buyer leads? Consider checking out Zillow. It’s growing rapidly and sells display advertising next to listings in specific ZIP codes for Premier Agents. You can snag tech-savvy buyers in your area. Check out your ZIP code at the link below.

Implementing Smart Home Systems

Home builders are constructing smart home real estate from the ground up. However, older homes can still easily be retrofitted to modernize. You’ll want to start with the basics—items like smart bulbs, switches, and smart plugs are quick to set up and automate. For example, a smart plug can turn nearly anything with an on/off switch into a smart device. You can easily automate lamps, televisions, space heaters, or even your slow cooker. 

As you grow your network of smart devices, you may need to invest in a hub. This tool is a central control for your devices. What’s great is that you can go a long way with most smart speakers like Amazon Alexa. With Alexa, Google Assistant, or Apple Homekit, you can set up a hub to use voice commands to control your devices, plus things like “add to my grocery list” or “tell me the weather today.” To make a lasting impression during your showings, you could incorporate our best real estate open house ideas tailored for smart homes.

Remember: Most smart home devices have little built-in security or encryption. Setting up strong passwords and even multi-factor authentication is important to protect your devices. 

How Real Estate Agents Can Prepare for Smart Home Technology

As with any real estate trend, it’s important to arm yourself with the knowledge to provide your clients with the best service possible. For example, with smart home technology being included in new home builds and MLS entry fields, it’s safe to say that this is a growing industry. As the industry evolves, adding smart home tech to your real estate niche might be a boon to bring in new clients. 

Remind your clients they don’t need to shell out thousands of dollars for a smart home setup. A smart lock and a few well-placed smart plugs can make a big difference. Lean into the smart tech because it’s not going away. Interestingly, statistics show that older clients are very excited about these features. We, as real estate professionals, should be excited as well!

Are you a tech-savvy agent who craves using artificial intelligence (AI) and advanced lead gen tools for your business? Check out Zurple, an all-in-one lead generation tool that provides a website and robust analytics.

FAQs

What is the difference between a smart home & a regular home?

What happens in a smart home?

How do smart homes enhance real estate value?

Are smart homes more energy-efficient?

What should clients consider when purchasing or selling a smart home?

Bringing It All Together

As we’ve outlined, it’s clear that smart home technology is not just a fleeting trend. It’s quickly becoming a cornerstone of modern living (and real estate innovation). For real estate professionals and homeowners, understanding and embracing smart home tech can offer many benefits like convenience, energy efficiency, and even an increased standard of living. However, it’s not without its drawbacks. You’ll need to be aware of the inherent privacy risks associated with smart home technology and ensure you use a secure password and multi-factor authentication if possible. 

One thing is clear: This industry will keep growing and evolving, and it’s our responsibility to adapt and understand this technology for our clients. It’s an exciting time—we can help our clients redefine and enhance their living spaces. Our role is to advise sellers on strategic upgrades and help buyers envision a convenient, efficient future in their new “smart home of the future.”

The post What Are Smart Homes? Real Estate Guide for 2024 appeared first on The Close.

Buyer’s Market vs Seller’s Market: Definitions

What Is a Buyer’s Market?

Key Takeaways:

• Buyers have leverage: Buyers have more power in a buyer’s market—which means better negotiation terms.
• Strategic home searching: The high inventory allows buyers to be choosy. Your focus should be on analysis to help your buyers focus on what they really want.
• Standout sellers: Sellers (and their agents) must focus on marketing, repairs, and competitive pricing to stand out and snag offers.
• Preparation and presentation: Sellers should focus on depersonalizing and decluttering their homes to appeal to a wide range of buyers.

When supply exceeds demand, we see a buyer’s market. This phenomenon means there are fewer buyers than there are homes for sale. In this scenario, buyers have a bit of leverage. Competition is lower for a home, and the number of days on market increases for listings. A buyer’s market can be determined by calculating the months of inventory. Anything more than six months is traditionally considered a buyer’s market. 

What Does a Buyer’s Market Look Like?

A buyer’s market means that your buyers have the upper hand in terms of negotiation. At its core, a buyer’s market means that supply is higher than demand. 

With a buyer’s market, new listings are common. You can expect to see: 

• High real estate inventory
• Fewer interested buyers
• Sellers ready to negotiate

What Is a Seller’s Market?

Key Takeaways:

• Sellers’ advantage: Sellers have the upper hand due to limited supply. You can expect quicker sales and potentially rising prices due to high competition and scarce supply.
• Quick decisions for buyers: Due to the intense competition, buyers must be fully prepared to make a strong offer—sometimes even above asking price.
• Strategic pricing is key: Sellers (and their agents) should price homes to attract buyers—this could spark a bidding war that drives up the price. Pricing can fluctuate rapidly in a seller’s market.
• Sellers still need to prepare: While the market favors sellers, buyers still gravitate to well-prepared listings priced right, marketed effectively, and presented in the best possible light. These homes will stand out and may even sell quicker (and for more money)!
• Help your buyer navigate challenges: Your buyers will have limited leverage in negotiating the deal. They also need to move fast. Help coach your clients on patience as well as being ready to act fast when needed.

When demand exceeds supply, we see a seller’s market. This means there are fewer homes than there are buyers. This has been a common challenge for many agents and homebuyers in the market lately. 

In this scenario, sellers have the upper hand in negotiations. Buyers are hungry for homes, and there aren’t enough to go around. Traditionally, the number of days on market is low. A seller’s market is outlined by calculating the months of inventory. Anything less than six months is traditionally considered a seller’s market. 

What Does a Seller’s Market Look Like?

A seller’s market will have few homes for sale and plenty of buyers scrambling to make an offer. This keeps home prices high and leaves buyers little room for negotiation. 

You can also expect to see:

• Homes selling in under 30 days
• Cash offers increase
• Housing prices increase
• Limited home renovations
• Little wiggle room for buyers
• Stiff competition for homes

Buyer’s Market vs Seller’s Market Conditions: What Kind of Market Is This? 

Defining what the market looks like is one of those key real estate terms you need to know. To help you determine the current state of the real estate market, whether it’s a buyer’s market vs seller’s market, you’ll want to look at six key data points. Those include:

• Real estate inventory
• Recent sales
• Pricing trends
• Days on market
• Market trends
• Specific local neighborhood trends

We can calculate the current housing supply by calculating the months of inventory. This is the number of months it would take for the current supply of homes on the market to sell (assuming homes keep selling at the current pace). Historically, six months of inventory has been associated with a balanced market.

How can I calculate months of inventory in real estate? To calculate the real estate months of inventory, simply divide the number of active listings by the number of homes sold. In our scenario above, this would be 7,730 divided by 3,740 to get 2.06. This means we have roughly two months of inventory. Anything less than six is traditionally considered a seller’s market.

For those of us who have been practicing real estate since 2011, it’s arguable whether or not you’ve seen a true buyer’s market. You might want to ask your managing broker if they remember (perhaps back when they were an agent) what the market was like 15 years ago. Times have changed!

In fact, the most recent data from the National Association of Realtors (NAR) Housing Shortage Tracker has highlighted that most metropolitan areas in the United States need to build many more houses for housing supply to keep up with a massive demand for housing.

According to the U.S. Census Bureau and NAR calculations, most metro areas are far short of the housing permits required to keep pace with the number of jobs generated in the areas. NAR started tracking this data in 1999. Historically, one housing permit is issued for every two new jobs in the area. 

Home prices have increased by 44% in the last six years, while housing inventory has decreased by 13% nationwide. Many areas nationwide feel these effects even more dramatically, with current housing supply at record lows. The dark red areas notated on the map below have a severe housing shortage. Want more real estate statistics? We’ve got you covered.

Impacts & Advice for Agents on Real Estate in Each Market

Impacts on Real Estate in a Buyer’s Market

Your buyers might have a long list of properties they’re interested in. In fact, you might have to help them limit their search to find the right home. I know it’s hard to imagine, but consider putting in your buyer’s specific criteria (three bedrooms, a detached garage, and pool) and the MLS returning over a dozen listings in a neighborhood. Now it’s time to get even more limited—this is where your expertise comes in as a buyer’s agent.

Regarding the real estate landscape in a buying market, you can expect a decrease in home prices as listings grow stale and stagnant. Your buyers can appreciate price cuts and a much better stance for negotiation—perhaps now those sellers will replace that HVAC unit to keep the deal moving.  

Guidance for Buyers in a Buyer’s Market

There are a lot of advantages to purchasing a home in a buyer’s market vs a seller’s market. You’ll need to help your buyers be specific about what they want in a home—remember that in this market, you and your buyers have the upper hand in a negotiation! Agents must be diligent about analyzing comps, exploring available properties, and leveraging the number of days on market to help their buyers score a better deal.

Guidance for Sellers in a Buyer’s Market

For those sellers in a buyer’s market, you must be strategic about selling your home. That’s part of being a successful real estate agent, after all! We have some tips: 

• Make your property stand out through marketing and continued outreach
• Make those needed repairs
• Depersonalize and declutter
• Price competitively and perhaps even offer seller concessions in negotiations

Impacts on Real Estate in a Seller’s Market

In a seller’s market, bidding wars are common and new listings can be rare. When a new listing hits the market, you’ll see multiple showings and possibly multiple offers in just a few days. In the current real estate market, with housing supply at record lows, buyers scramble to see a home and offer as quickly as possible. 

Guidance for Buyers in a Seller’s Market

Listen: Buyers in a seller’s market may experience challenges. But that doesn’t mean homes aren’t selling. As an agent, you are your client’s trusted adviser. There should be a sense of urgency with your buyers. You need to help them with strategy and help them avoid settling for less than what they want. That’s one of the pros of being a real estate agent!

• Your buyers will need to act fast.
• There may be disadvantages, like limited inspection objections and cash offer competition. 
• Coach your buyers to remain patient. The perfect home may not be available, but you can find one that checks your most important boxes. 

Guidance for Sellers in a Seller’s Market

For your sellers, it’s imperative that you price appropriately. Some sellers may want higher or lower prices to game the market for a multiple-offer scenario. Some agents may be reluctant to disclose other offers and terms to buyers and their agents, but the REALTOR Code of Ethics doesn’t prohibit that disclosure. It’s best to be transparent about the offers you’ve got in hand. Of course, as always, note that in some cases, state law or real estate regulations could limit your ability to disclose terms of an offer. Always check with your local regulatory board. 

In a competitive market, you’ll need to work to market the property to help it stand out. You’ll need to generate that interest in your property. Don’t forget the importance of preparing your home. And if you need help thinking outside the box, we’ve got lots of tips for real estate marketing for listings.

FAQ

How do interest rates affect a buyer’s or seller’s real estate market?

What is absorption & absorption rate?

How can I calculate months of inventory in real estate?

What about the absorption rate?

Can market conditions vary within the same city or region?

Is it a buyer’s or a seller’s market?

Are there tools I can use to make these calculations easy?

Bringing It All Together

Navigating the real estate market can seem tough, but knowing whether it’s a buyer’s market versus seller’s market makes a big difference. I have to caution that timing the market is tricky. However, strategic actions based on market conditions are exactly how to create a successful “win” for your client. Your job is to ensure you know how to look out for (and how to make) smart decisions. After all, the house you looked at today and wanted to think about until tomorrow may be the same house someone looked at yesterday and will buy today.

Remember that every neighborhood can be different, and things out of our control play a big part—like interest rates. But by keeping an eye on those details, you can make choices that work best for you and your clients. Now that you’re armed with this knowledge, you should be able to answer confidently when people ask, “How’s the market?”

The post Buyer’s Market vs Seller’s Market: What’s the Difference? appeared first on The Close.

Key Takeaways:

• Host regular buyers
• Establish yourself as the local expert
• Turn renters into potential buyers
• Look into buying real estate leads
• Host appreciation events
• Engage buyers on social media
• Try a lead generation provider like CINC
• Tailor your services to a demographic niche
• Volunteer and get involved in community service
• Use email to reach communities
• Get started making video content
• Leverage your listings the right way

1. Regularly Host Open Houses

Open houses are tried-and-true for a reason. If you’re wondering how to get buyer leads, open houses are the most immediate and effective way to build your brand—and your base of real estate buyers. Introduce yourself to every potential buyer, collect contact information, and always follow up. 

And if you don’t have a current listing? Offer to host open houses for other agents at your brokerage. You can also ask your broker to help you coordinate an open house. They usually have the info on which agent in the office has a vacant listing (and might be willing to offer their listing as an open house).

Did you know that, on average, nine potential buyers visit an open house? If you need more open house ideas or some open house apps, we’ve got you covered (just click on the links in this sentence!). Don’t forget your open house follow-up emails to maximize your opportunities.

2. Become a Community Expert 

Agents often ask, “What’s your suggestion on how to find real estate buyers?” My answer? Become their local community expert. Buyers are searching for new homes for weeks and weeks online. Establishing your credibility early by showcasing your community’s goings-on helps you to understand how to get buyers in real estate. You’ll immediately be able to bond with an interested client.

In fact, I have a friend who sends out a monthly newsletter to all of her contacts with a list of local events, from high school football games to oyster roasts. It’s so comprehensive that the whole community relies on it and calls it “Debbie’s list.”

A great place to start is with consistent direct mailers. It might take a few hours each month, but your farm can come to rely on your info. Plus, including pictures of recently sold homes goes a long way in establishing your credibility as the go-to community expert. PostcardMania offers our readers $50 off their first purchase when you click on the postcard image below.

3. Convert Your Renter Clients Into Buyer Leads

Consider this: Last year recorded a record-high of 45 million renter’s households, and most people lease or rent before they own, especially if they are new to town. This shift is a great opportunity for agents curious about how to find homebuyers in a transitioning market. Just think: Tapping into that massive base of potential buyers could be an excellent strategy for sourcing real estate clients. One of our picks for top real estate lead generation companies, REDX, is a great strategy for prospecting renters to get your name out there and start making connections long before other agents. Now you’ll just need to nurture those leads.

Did you know that millennials have officially made the historic switch from a majority of renters to a majority of homeowners—52% of millennials are now homeowners. This is great news for agents as this generational market shift unfolds. If you’re an agent who demonstrates professionalism and trustworthiness during the renting process, you’ll be their first call when they’re ready to buy a home.

Here are a few other tips for converting renters into buyers: 

• Direct mailers focused on renters 
• Education sessions and marketing materials 
• Emphasize saving money and building equity 
• Connect with local landlords 
• Offer a community platform

4. Partner With a Company That Offers Exclusive Real Estate Buyer Leads

I’m often asked if buying leads is worth it. One of my favorite things to say to my real estate coaching clients is, “There’s no such thing as a free lead.” You might pay with your time, effort, or checkbook, or you can pay with a combination of all three. One way or another, you’ll pay for the leads you get. But when you do your job of educating real estate buyers, you convert buyers even quicker. Then you’ll have a full pipeline again in no time. 

If you’re pondering an immediate way on exactly how to find buyers for real estate, look at a real estate lead generation source like Market Leader. You can put together a website, launch newsletters, craft digital ads, and manage your clients with the built-in client relationship manager (CRM).

5. Look for Any Excuse to Throw a Party

According to the National Association of Realtors (NAR), more than a third of all buyers used either an agent they knew or an agent referred by someone in their sphere last year. While there are plenty of ways to stay top of mind with your sphere of influence (SOI), one of the single best ways to connect with your contacts—and meet friends of your contacts—is a party. 

There are plenty of excuses to have parties for your sphere of influence—anything from a Kentucky Derby viewing party to a celebration at a brewery after some community service work. Creative events are the perfect answer to the question of how to get homebuyer leads. To help our readers, we’ve compiled a list of 12 Unique Client Appreciation Event Ideas for Real Estate Agents.

6. Interact With Buyers on Social Media

So often, real estate agents look at social media like any other marketing outlet. Write your copy, post your pictures, buy ads, and then sit back and wait for the buyer leads. So, what does social media engagement mean? Hint: It’s not posting pictures of your dog every day (even if he is cute!)

It’s all about educating and demonstrating your knowledge. To be the local real estate expert, share interesting facts, give a brief lesson on a timely topic, or answer questions online. My top-producing Realtor friend is incredibly active on a Facebook group focused on local history. He’s a go-to source for local legends, and new buyer clients are constantly finding him right there on social media.

Find what you enjoy, and then join and participate in discussions. Is there a cooking group that posts interesting recipes? Share some of your own! Love dogs? Find the local pup hashtags and hangouts (plus, they’ll love those candid photos of your puppy!). Just don’t spend too much time on social media. It can be a time-consuming endeavor. But honestly, engaging with potential clients on platforms like Instagram and Facebook can be essential for those wondering how to find buyers in real estate.

 Too busy to spend your time on social media engagement? Consider Coffee & Contracts, a favorite social media template provider for the real estate world.

7. Try Buyer Leads With a Transaction Guarantee

There are providers out there that offer a guarantee. That way, you can safely know your lead source will work out—or you get your money back. CINC has a proven track record of delivering buyer leads. Top producers and brokers have successfully utilized the CINC all-in-one real estate lead generation and CRM platform to bring their business to the next level. 

But it just got even better. The CINC “Guaranteed Sales Program” offers a compelling answer for agents focused on how to get real estate buyers. This program negates your risk in trying out the CINC platform. Click below to learn more.

8. Try Demographic Farming

Instead of focusing on a specific neighborhood, as geographic real estate farming does, focus on a specific demographic, such as seniors, first-time homebuyers, or military members. Of course, if you want to attract a particular type of real estate buyer, you’ve got to do more than just know their demographics. You need to understand who these clients are as people. Understanding your target demographic is key to mastering how to find real estate buyers who fit your niche.

To engage your demographic, consider:

• Anticipate their questions and hesitations: It’s best to have something in common with your demographic. This commonality helps you put yourself in their shoes and enables you to think like your target demographic: What questions or hesitations will these buyers have? What are their interests? What keeps them up at night? What problems do they have that you can solve?
• Focus on their problem: Understand the challenges your target demographic might have. Whether it’s finding a home within a VA loan budget for military members or perhaps identifying accessible homes for seniors, show that you can solve their problems.
• Utilize data and analysis: Make sure you’re using your CRM and dive into those numbers. This way, you can pinpoint potential buyers in your demographic—marketing to them before they’re ready to pull the trigger. That way, you’ve positioned yourself to be their number one choice.

Ready for some razor-sharp targeting in your farming efforts? SmartZip is an all-in-one listing and lead farming tool with a proprietary algorithm that aggregates data from more than 30 top data providers nationwide. This data includes property, behavioral, consumer, and demographic data. Combined and fed into the SmartZip algorithm, it paints a picture of the candidates most likely to move in the coming months.

9. Serve Your Community & Become the Local Go-to Real Estate Agent

You became a real estate agent for many reasons, but I bet one is that you like helping people and your community. Giving back to an organization you care about enables you to contribute and network. Volunteering is fulfilling and a strategic move if you’re exploring how to get buyer leads from your community. 

Working with local schools, for example, is a great way to get yourself in front of prime-time homebuyers: families with children. Schools need sponsors and fundraising, and students need volunteers and mentors. This is an excellent way to serve your community and get in front of people ready to buy. But don’t limit yourself. Consider communities of faith, sports leagues, nonprofits, and, of course, animal rescue organizations.

There’s a hugely successful brokerage in my town that sponsors rec sports. Every season, there are a bunch of adorable five-year-olds running around, playing soccer in jerseys with their brokerage’s branding. Some agents even volunteer to coach. Parents take note, and that’s their first call when they’re ready to buy a house with a backyard big enough for a soccer goal.

10. Use Old-fashioned Mail to Reach Entire Communities

Direct mail marketing is still incredibly effective and efficient for generating buyer leads. But you must be thoughtful about your design to stand out. A well-thought-out direct mail campaign can be a tremendously effective strategy for those wondering how to get buyers in real estate. Send out a calendar for the year, populated with holidays and local events, and I bet that postcard ends up on the refrigerator, keeping you top of mind for months to come.

If you’re looking for a direct mail option that is easy to use, has tons of design options, and won’t break the bank, check out ProspectsPLUS!. Choose from one of their 250 real estate-specific templates, input your personal information, and ensure the copy reflects your community. Now, you’ve got yourself a real estate lead-generating machine.

11. Make a Short Video

It’s no secret that video dominates internet content. Considering that the average attention span on the internet is measured in seconds, not that many people will read your 1,000-word blog post about why you’re the best buyer’s agent in your city. But many, many more of those people will watch you say the same thing on Instagram or TikTok. Creating engaging video content is an effective tactic for agents asking themselves how to find buyers for real estate in the digital age. 

While it may feel overwhelming to break into video content marketing, know this: Google prominently features YouTube in search results, which gives real estate agents with good video content a chance to outrank giants like Zillow. Plus, we’ve put together 15 real estate video ideas for agents to get started creating content today. Remember that no matter what form your videos take, make sure they are authentically you and capture (and keep) your audience’s attention. 

David Greene, host of the Biggerpockets podcast, has a great method. His videos are simple and straightforward. He is authoritative, provides thoughtful answers and insights, and has built a social media following in the tens of thousands. When buyers are ready to start looking for a home, this guy, who has been advising them through Instagram for months, is their first call.

12. Find Real Estate Buyers From Your Listings

Whether you’re looking to double-dip a transaction or want to shore up some goodwill with your sellers, finding potential buyers for properties you’ve put on the market makes your job as a listing agent much easier. And as the market shifts in 2024, this will only become more important. Ensuring your listings are visible and appealing is crucial for those agents focused on how to get homebuyers leads directly from their listings—and why wouldn’t you be? 

Your first strategy should be to ensure the home’s visual marketing assets are top-notch. Get professional photos taken, ensure you’ve got great video content, and consider investing in virtual tour technology.

Next, verify that your listing appears just how you want it to on popular third-party sites like Zillow and realtor.com. Though these sites pull their data straight from your MLS, you always want to double-check how they look. Finally, get proactive by placing social media ads targeting your community’s likely buyers. 

When your listing sells, you might even be perfectly positioned to help any buyers who didn’t get their offer accepted on your listing. 

zBuyer offers buyer leads that it captures using its IDX portal, HousingNow.com. Prospects can search almost 1 million listings in more than 17,000 cities. When buyers want to save listings or ask questions about a property, they must offer their contact information.

Over to You

Anyone can generate a few buyer leads, but if you want to be successful, you will need a steady stream of leads every week. Remember that mastering the art of the referral and exactly how to get buyers for real estate success comes from your efforts. Consistency is the answer. After all, your buyer clients will eventually turn into sellers too, so investing in your buyer lead funnel now creates opportunities for plenty of transactions in the future.

Have any tried-and-true tips for generating buyer leads? Questions on how to best utilize these ideas? Leave us a comment below!

The post 12 Strategies to Get More Buyer Leads in Real Estate appeared first on The Close.

Setting the Right Expectations

Myth #1: Going With the First Buyer Is Rarely the Best Choice

After navigating hundreds of real estate deals, I can confidently say that your first offer is nearly always the best. It’s often the strongest in terms of price and conditions. However, I’ve seen it time and again: Sellers want to “hold out for a better offer.” You can help your seller by offering perspective—flip the situation and help your seller imagine themselves in the buyer’s shoes. 

Let’s imagine one of those “grass is greener” homeselling myths: Perhaps that first offer on your new listing came through in just three days (and above the asking price) because that buyer could have been waiting for just the right home. When they saw your listing, they put their best foot forward because they really wanted the home. For your sellers, it’s in their best interest to negotiate here, not just to decline the offer waiting for a better one.

Fact: Now, it’s your job to educate and coach your clients. This is one of the top blunders your sellers could make. That first offer is like a golden opportunity that could save months of inconvenience, stress, and anxiety. No more constant showings and feedback, ongoing HOA dues, or the worry of repairs (not to mention balancing a mortgage payment). After all, a new listing on the MLS gets the most attention in the first week. Then interest starts to taper off. Plus, every offer on the table is just a jumping-off point.

Myth #2: Wiggle Room in Pricing Is Essential for Negotiation

The market price of a home can fluctuate by tens of thousands of dollars over a year. If you’ve got an overpriced listing on the market, it gets staler every day that the listing is available. During the housing boom of 2021, homes that were on the market for longer than a week had a perception that something was wrong with them. Then, when the price drop happens, you have to justify the price cut to other agents. 

The truth is a big piece of a real estate agent’s job is to price a listing accurately. The thing is, it can be tricky. You’ll most likely get three different numbers if you have three different real estate agents conducting a CMA.

Fact: There’s no reason to “leave some wiggle room” to get the highest offer. When pricing a home to list, only you, as the listing agent, know all the significant factors that drove the pricing on this home. Don’t let the listing get stale because your sellers thought they might get a good offer. So, our job is to listen to the client’s situation and what they’re expecting. The highest price is usually their motivation, but not always!

Myths #3: Listings Sell Themselves 

Listen, was there a time when you just listed a home without photos and it would get multiple offers? Sure. That time is not now. Marketing your listings is one of those pieces that is done behind the scenes. 

However, nowadays, agents need to pay attention to every little detail. Just how the photos are placed in order can affect the views on a listing. It takes looking at dozens and dozens of listings to get a feel for what works—and what doesn’t.

Fact: As a real estate professional, you need to be confident in order to successfully market a listing. Sellers will ask, What are you doing to sell my home? Be prepared to answer this question. Home sale preparation is done like a dealership preps the cars for the lot. Perhaps it looks like they just posted a sign in the window. Still, the car was detailed, professionally photographed, staged, posted online, and syndicated to numerous websites to find a buyer. Selling a home is the same—it’s not just a sign in the yard and a posting on the MLS. Once you have your full real estate marketing checklist, you can execute it quickly.

Preparing Your Home for Sale

Myth #4: Your Home Should Reflect Your Personality

Sellers, especially those who have lived in their home for decades, are attached. They have a hard time taking down their personal or sentimental items. However, potential homebuyers can be detail-oriented (and rightfully so!). Speaking from experience, they can also get hung up on very minor details, like what types of books are in the cabinet and the style of the laminate flooring. So, while those small changes are simply cosmetic, they can be a tough hurdle for some buyers. 

Be mindful as well of the fact that emotional attachment can be a burden to potential buyers. It can alienate some buyers if a home looks “lived-in.” I also stress to my clients that personal effects aren’t welcome because of strangers. Privacy and safety concerns are real, and while most folks are reasonable people and accompanied by their agent during a showing, you can never say for sure.

Fact: Your listing looks best when it’s easy for buyers to see themselves living there. You’ve got to remove the clutter, kids’ toys, and personal artwork. Let’s think back to the reference of a car from a dealership: you wouldn’t want personal effects like preprogrammed radio stations, stickers on the dashboard, and trinkets hanging from the rearview mirror. It’s best to showcase your home or listing as a blank canvas for buyers to imagine their new lives.

Myth #5: Buyers Prefer an ‘HGTV Style’ Home Remodel

HGTV brought a lot of great things to homes—interior design on a budget, a newfound love for historic homes, and, of course, the dreaded open floor plan. These days, it seems like an open floor plan is all the rage with homeowners. However, that opinion is starting to change—once buyers realize that the lack of privacy and loud noises throughout the house isn’t ideal! 

Fact: Original features can be appreciated. There is much to say about a home being a blank canvas for buyers. But keep it simple. Your sellers are already going through an emotional period. They don’t necessarily need to make things perfect for the next owner. After all, not all buyers desire generic updates. People like to have a unique selling point in a home. Stripping your home of any life or color is drastic. Go through the home with the eye of a buyer’s agent. What would you notice and point out to your buyers? Let your sellers know your thoughts.

Investments & Improvements

Myth #6: Major Renovations Guarantee a Return on Investment

Home tastes and styles change. While knocking walls down can seem easy, putting them back up is much harder. Every buyer has their own taste, and a complete kitchen remodel may not drastically change the value of a home. People are ready to list their homes, and the next thing they think about is prepping it. They know their kitchen is probably outdated, so they convince themselves they must spend $20,000 to remodel. 

Unfortunately, you’re just giving yourself a headache. Sure, the curb appeal may be better, but consider the fact that appraisers don’t factor in the cost of appliances or upgrades when determining a home’s value.

Fact: People really think a big remodel is important. Some clients may even ask if they should look into a HELOC for renovations. Unless substantial improvements are needed, like mold mitigation, your sellers should avoid anything that takes longer than a few hours. Plus, consider the fact that if an issue arises during the inspection, they can offer a credit to keep the deal moving forward. That’s most likely easier and faster than replacing an entire system or a big renovation. Consider a less costly improvement, like resurfacing the cabinets or upgrading the sink, to help the kitchen stand out.

Myth #7: Converting the Garage Into an ADU Increases Property Value

With the short-term rental craze rising, some folks are looking for a way to add an accessory dwelling unit (ADU) either through a basement, garage, or large shed to increase their value instantly. This is one of those ideas that can be better in theory than in practice. 

Homeowners can spend upward of six figures on an ADU renovation to provide complete electrical, plumbing, and furnishings into an accessory unit. They expect that will raise the value of their unit when, in fact, that square footage cannot be added to the total square footage by an appraiser. Essentially, it will add very little (if anything) toward the value of your home.

Fact: If your sellers want to renovate or upgrade, spend the money on the bathrooms and the kitchen. These renovations are where they’re more likely to see an improvement in the value of their home. Plus, you’re not limiting the potential buyer pool to those folks who are only interested in an ADU. You’ll also need to contend with zoning, permits, and perhaps even short-term rental restrictions set in place by the HOA (or even the city). It’s not worth it.

Navigating the Selling Process

Myth #8: Getting Pre-approved Should Happen After Finding Your Perfect Home

House hunting can be exhausting. Even just showing a home takes a lot of coordination. If a buyer loves the home but has no way financially to prove that they 1) are serious about a purchase and 2) can finance it, then you’ll need to send them to a lender. A pre-approval won’t take long and can save your buyer a headache if they find a home they love before realizing they can’t get a mortgage to pay for it.

Fact: Sometimes buyers can be pushy about this. However, you must assure them that showing they can buy the home is the first step. If it’s a cash buyer, ask to see the pre-approval letter or proof of funds—and even if they have the contact information for their lender or banker. As we mentioned in our article on how to tell when your client is lying, trust but verify.

Myth #9: Larger Brokerages Offer Superior Services

One of the more common misconceptions revolves around the belief that the size of the brokerage determines the effectiveness of your marketing (and perhaps pricing!). With the advent of internet syndication, your MLS exposure is pushed out to dozens of other sites without being part of a large brokerage. This syndication includes real estate websites with the most traffic, like Zillow and Realtor.com.

Fact: The quality of MLS entries matters more than the brokerage size for effective exposure. Plus, what else are you doing to advertise the home? Do your listing services include mailers or any unique exposure? If you’re at a smaller boutique brokerage, do you pride yourself on providing superior service to your clients? Speak to those past experiences by highlighting your referrals. Make yourself stand out, and the results will speak for themselves.

Modern Marketing Strategies

Myth #10: Still Photos on the MLS Are Enough 

At this point, some agents may argue that traditional still photos have served the industry well for years. However, 97% of all homebuyers used the internet in their home search. It’s your duty to showcase a home in its best light. Buyers need to be attracted to your listing—and that starts with professional photos. 

Relying on still photography won’t be sufficient to capture the attention of today’s tech-savvy (and visually oriented) buyers. The truth is that the real estate landscape has evolved, and so have the expectations of potential buyers. People want floor plans and a 360-home tour.

Fact: Many real estate photographers offer upgraded packages that include twilight photos, drone footage, floor plans, and 3D home tours like Matterport. While there are rare instances like “as-is” investment properties, try to upgrade your digital marketing to showcase property online as best as possible. There are tools like Pivo.ai and Zillow 3D home tours that you can easily upload to your listing. You can even use photo editing software like Phixer to edit your hero shot on the MLS. Note that myths about selling your home during holidays apply here: if your listing photos still have snow in them and it’s not the season, it’s time to re-shoot.

Myth #11: Open Houses Are a Necessity for Selling a Home

This is a typical homeselling myth that may benefit agents. After all, we’re huge fans of agents hosting an open house—but remember that hosting one is more for your benefit as an agent to leverage your listing for leads. If the home isn’t vacant and it’s a bother to your sellers, don’t push your clients to use their space for an open house. 

Fact: Some agents believe open houses are on the decline. While COVID took its toll on open houses, they’re still a great way to get your listing (and your brand) out to the public and the neighborhood. Looking for tips to supercharge your next open house? Check out our list of 33 Open House Ideas That Will Actually Get You Leads.

Bringing It Together

It’s tough out there for real estate professionals. You’ve got a lot of hats to juggle, and honestly, myth-busting will be another one to add to the stack. As the late American president John F. Kennedy said, “The great enemy of truth is very often not the lie: deliberate, contrived and dishonest, but the myth: persistent, persuasive and unrealistic.”

Next time you’ve got a client with hardstuck—and possibly outdated—beliefs about the industry, try to point them in the right direction with facts, not opinions. Feel free to share this article with your office (perhaps even your clients). And if you’ve got a myth about the real estate industry that we didn’t cover or a tip for busting myths, share it in the comment section! 

The post 11 Home Selling Myths, Debunked appeared first on The Close.

I want to note to our readers that often, what you might perceive as lying could just be a new client feeling uncomfortable. Cultural differences could also come across as guarded or closed off. Be mindful that just as you’re trying to read your clients to see if you can trust them, they’re doing the same to you. They need to know they can trust you. So before making assumptions, just ask your clients what they’re thinking or what’s going on. Just because someone could be lying to you doesn’t mean they are lying to you. 

1. Recognize the Signs in Their Body Language 

When you first meet your clients, you might not know them personally. Your goal is to build rapport during one of your first interactions and to put them at ease so you can understand and observe your client’s natural body language and communication style. That baseline is essential to knowing how someone acts when they’re being truthful. 

According to Chris Voss, former FBI hostage negotiator and author of “Never Split the Difference,” the majority of our communication—55%, in fact—comes from our face and body language. What you’re looking out for here is your client’s tone of voice and nonverbal cues. Think:

• Lack of eye contact
• Itching and fidgeting
• High-pitched voice
• Change in their complexion
• Sweaty palms or forehead
• Vocal fill (“uh,” “like,” and “um”)

While it may mean they’re lying, they could also be looking to conceal personal information. However, when your clients veer into avoiding direct questions about simple things, like areas of interest or how much they can afford, that’s a red flag.

• Example : Let’s say you have a client ready to see a home, and you ask if they’ve spoken with a lender. They shift their eyes downward, look away, and quietly say “yes,” but they’ve only handed you a quick prequalification they got online. That’s much different than a pre-approval from a lender. Perhaps they don’t know the difference, but this is a chance for you to jump in and educate. Always assume positive intent.

2. Trust but Verify Their Information

“Trust but verify” was something my first managing broker told me. The adage rings true in real estate for a reason. Take your client’s word, but you must do your own diligence as a real estate professional. This means if your sellers say they got the roof replaced last year, but you see that the shingles have a ton of wear, you might need to consider pulling the permit history report. After all, according to CRES, a nationally recognized Errors & Omissions (E&O) insurance provider, one in five real estate lawsuits are due to an issue with permits.

• Example : Your buyers found their perfect home—turns out it’s back on the market from falling out of contract. Your buyers want to make an offer, and you ask, “What happened on the last deal?” The listing agent tells you that the last buyers “noticed something during the inspection.” Then you see that the seller’s property disclosure hasn’t been updated since the listing went live. It’s your responsibility to ask the listing agent to verify if there is an updated property disclosure—after all, the last buyers backed out for a reason. Once the sellers are aware of a significant service or system issue, they must disclose the issue (in most cases).

3. Not Responding to Your Communication

Interestingly, research tells us how our clients communicate doesn’t matter much in detecting lies. A Northwestern University communications researcher studied lies in text messaging. When participants were asked to look at their 30 most recent text messages, a fifth of respondents said there were no lies at all, and the majority said that 10% or fewer of their texts contained lies. In other words, studies found that most people are truthful—toward strangers and even via social media and texting. On the whole, people aren’t trying to lie. Sometimes, social media can skew toward misinformed information, but that’s more due to the uninformed public rather than intentional deception.

 In other words, you may not have a lying client just because they prefer texting. If your client only communicates via text, your red flag here should be a lack of a response. While you might get frustrated with your client’s preference for “just texting,” your client could have a good reason for it. The same study showed that the number of lies doesn’t increase depending on the form. Just ask your clients the method they prefer and adapt.

• Example : Nowadays, having clients who only communicate via email or text is common. Other times, clients only want to talk via phone. However, here’s a red flag: they don’t respond for a few days or outright refuse to talk via phone or email. For example, you tour a home, then your clients ghost you. Next time you connect, ensure you’re still on the same page. Time is crucial in real estate (and communication)!

4. Trust Your Intuition (& Your Gut!)

This one might come with time and experience, but if something feels off, it probably is. Use professional judgment here—try to figure out how to verify things to ensure you don’t waste your efforts chasing after dead ends. When looking at how to deal with a lying client, it helps to know the intentions behind the lies. 

While studies vary on why people lie, impression management is one of the most popular reasons. These types of folks really care about what others think of them, so they might make up lies to help their situation. They see these white lies as having good intentions. 

Bella DePaula, Ph.D., asks us to think about two kinds of lies: self-serving lies and kindhearted lies:

• Example : People may not lie to deceive you but to spare your feelings. Think of those showings where the feedback says, “I think my clients loved it … they might plan to make an offer,” but the offer doesn’t arrive. When you call the agent a few days later, it turns out that their buyers just put an offer in on another house. The agent says that they didn’t want to come across as rude.

If you want to learn more about personality types and the different types of lies that men and women tell, check out DePaula’s insightful article, “Who Lies?” in Psychology Today.

5. Document Your Interactions to Spot Lies 

So you’ve seen a few signs of lying from your clients. What should you do next? Simple: While lie detection isn’t easy, one way to protect yourself and your business is to document every interaction. This documentation is why having and using a real estate customer relationship manager (CRM) is so important. Sync up your documents and emails with your client files to make sure you’re on track and on the same page as your client. 

Your clients may often not try to lie to you as much as “save face” for themselves. It’s about education for your clients. They may be unaware of how their behavior is coming across—going back to why building rapport with your clients is vital before jumping into a showing and a contract. 

• Example : A woman is interested in purchasing a small, one-bedroom condo. She seems guarded and doesn’t give you much information to help her find a home. One day, she gets a call from one of her children. You didn’t know she had a family. Come to find out, she lets you know that she is looking to leave her husband and wants to leave him off the deed. She’s trusting you to keep the transaction quiet.

6. Try to Spot Inconsistent or Contradictory Stories

While perhaps your clients don’t understand the difference between a prequalification and a pre-approval, that’s easy to explain and help your client understand. The difference is hearing different stories whenever you ask a question. This contradiction could be a red flag. For example, if your new buyers say they’re moving cities due to a new job, but it turns out they start sending you homes to view in the next neighborhood over, you have to find out why they’re giving you (what seems like) an excuse. Maybe you don’t have a lying client—just one who can’t decide where to live!

Don’t be afraid to have those open conversations. If you’re seeing the stories change or feel like you’re getting excuses from your clients, it’s time to talk about expectations versus reality. Let them know that you must understand the entire situation to serve them best.

• Example : You get a lead from a brother and sister looking to sell—it’s an inheritance listing. Once you snag the listing appointment and arrive, the woman tells you her brother is traveling to another state for work but will do what she decides. You write up the paperwork, get her signature, and wait for the brother to sign. A week later, she informs you that the brother has listed the home with another agent. It would have been wise to grab his information and figure out his side of the transaction.

7. Watch Out for Vague Responses

Listen: the real estate industry moves fast. Interest rates and home availability change almost daily. We don’t have time for vague responses and veiled communication. If you’re getting the runaround, it’s time to ask why. 

Nobody likes being ignored or given the cold shoulder. If you’re experiencing this from your client, ask a few probing questions to get more information, like “How are things outside of the transaction lately?” or “How are you feeling about this change?”

• Example : A regular weekly check-in is essential for you and your client. If you’re feeling them pull away or not receiving prompt responses, they could have dozens of reasons for being guarded. For example, when you’ve had a listing on the market for a while, you might feel like your sellers are pulling away from you. They could just be busy—you’ll never know unless you ask. This vagueness is why you must check in regularly to ensure everybody’s on the same page.

8. Always Remember Your Professionalism & Ethics

While you want to trust your intuition, keep ethics in mind. Ensure you’re respectful of other cultures and traditions. Don’t assume anything based on your client’s appearance, dress, or speech patterns. It’s sometimes better to shrug off and move on rather than get hung up on what could have been a lie. If you think you’ve spotted a lie, just ask for clarification. 

And, of course, it’s important to keep your safety as a real estate agent in mind as well. Trust your clients, but don’t be too trusting (remember—trust but verify). Try to avoid sharing a vehicle with a stranger or texting after hours, and ensure someone knows your location if you’re going to meet a client for the first time. You can never be too careful—better safe than sorry.

• Example : Remember the legal implications of assumptions regarding your clients. Fair housing and anti-discrimination laws exist for a reason. You don’t want to be reported to your local regulatory board because you didn’t maintain professional conduct with a potential client.

Bringing It All Together

Remember that people tell lies for all sorts of reasons, and there’s a good chance you’ll occasionally encounter a few lies from your clients. In those cases, be understanding and try to educate your clients. After all, one of the most common untruths in real estate is to “save face”—even with a trusted party like their real estate agent! 

While this field can make you jaded, it’s important to remember that as a professional, you should never assume bad intent on the part of your clients. Even if you’ve caught them in a lie, keep it to yourself until you can prove otherwise. After all, we never truly know another person’s intentions. As the motivational speaker Denis Waitley says, “Expect the best, plan for the worst, and prepare to be surprised.”

Are there techniques to spot a lie we didn’t cover? Share your experience in dealing with lies from clients: what strategies have worked for you?

The post 8 Tricks for How to Deal With a Lying Client appeared first on The Close.

1. Showcase Your Market Expertise

When looking at how to grow your real estate business, people need to know they can trust your expertise. Consider creating a detailed neighborhood guide with information like local amenities, schools in the area, walk score, and local history. Focus on your neighborhood or another that you know exceptionally well. You could even preview some vacant listings to have a solid feel of the homes in that area.

I spoke with one agent who remarked that she had met another mother at a PTA meeting who mentioned selling her home. The agent said she offered to discuss the opportunity but has not heard back. The house was listed a month later, and the agent was hurt. I asked what she offered to her potential client after that initial discussion—her face fell when she noted that she hadn’t followed up.

It’s your job as an agent to elevate those conversations—they don’t come up often. When a hot lead falls in your lap, it’s your cue to demonstrate your understanding of the market and the area. You can back up your expertise by regularly publishing a newsletter or email to a local neighborhood. Remember: Keep it local and targeted. Need more help on how to showcase your expertise in an area? Check out our guide on Real Estate Farming: How to Become the Go-to Agent in Your Neighborhood in 2024.

Want more designs to educate your clients and showcase your market knowledge? Check out Coffee & Contracts.

2. Focus Your Lead Generation Efforts

The answer is leads if you’re looking for how to grow a real estate business fast. However, if there’s one thing I’ve seen as a coach, agents are especially prone to “shiny penny syndrome.” Every month, this agent tries a new lead generation strategy, jumping from one tool to the next without seeing the process bloom into a sale. Without being committed to a plan, you might actually harm your ability to see long-term progress. 

The funny thing is, this is a double-edged sword. Agents should be able to pivot and adapt their strategies, but be careful. After all, a new tool can be a boon for your business, but it’s also very easy to get distracted by new software or ideas. Agents try something new, succumb to “shiny penny syndrome” for a few months, and then they’re out thousands of dollars and weeks (or months) down the drain. 

If you consistently focus on just a couple of real estate lead generation strategies, you will see a sale after six months. I suggest focusing on two to three, like these:

• Prospecting your sphere once a week
• Hosting three open houses per month
• Farm a neighborhood every month

If you want to go the digital route, trying out a paid lead generation strategy (don’t forget consistent follow-up), and working your niche could also pay off. What I’m saying is that there is no one-size-fits-all formula. Only you know yourself and your business. However, trying out a new lead generation strategy every other month is like throwing spaghetti at a wall. You won’t get any closer to making a meal and will be left with a mess.

3. Get Involved With a Support Network 

It helps to meet with other entrepreneurs. Getting stuck in a rut can be easy as a real estate agent. You’ll need to make an effort to be involved with others—and not just other agents from your brokerage. Look into mastermind groups in your area. Perhaps join a Chamber of Commerce or local Rotary Club to meet like-minded people.

Your aim here is to learn from other entrepreneur’s experiences while socializing. You can also find professional referrals here: If you need an accountant, business planner, or insurance broker, it’s a good bet that you can find a highly recommended person. Plus, you may even garner a client. At the very least, joining a virtual group will help you find that camaraderie in the industry. If you’re struggling to find a good group, we’ve already picked out 9 Real Estate Mastermind Groups Every Agent Should Join Today. 

4. Prioritize Your Client Experience 

What is special about working with you? What do you provide that other agents don’t? Offering your clients “white glove” service will help you build those lasting relationships—and it’s the key to boosting real estate sales through referrals. Ask yourself: How is my service top-notch? What can I offer that other agents don’t? 

Take time to reach out to your clients. According to the National Association of Realtors (NAR), 73% of sellers noted they would use their agent again. One of the easiest ways to keep your sellers satisfied is communication. Have a scheduled weekly call where you let them know how many showings were completed and if you received feedback from other agents. 

Remember that referrals and repeat clients are the number one way to generate business after a few years. From that same study, 36% of clients said they found their agent via referral, and 27% had worked with their agent previously. 

Need help building up your referrals? Birdeye can help you build a campaign to make responding to your review requests as easy as possible for your clients.

5. Organic Growth & Building a Team

You don’t need to start with a team regarding how to grow a real estate business. In fact, it’s recommended that you don’t bring on team members until absolutely necessary. In speaking with Eric Pearson from Pearson Smith Realty, he grew from 15 to 700 agents by focusing on one thing: lead generation. In Eric’s first year, he did about 10 transactions. Once he invested in his lead generation, he reached 72 transactions the next year. Once the business grew to the point that Eric was overwhelmed, he reached out to another agent in the office and asked if they would be willing to help.

 In other words, organic growth will get you where you want to go. But you need to define where you want to go. Eric Pearson knew he wanted to be a managing broker and had his sights set on that goal. Pearson Smith Realty grew from 15 to 700 agents, but with organic growth first. Sometimes, a brokerage will push you to start a team before you’re ready.

However, you need to know yourself first. If you’re looking for a tool to get started on building a real estate team, I’d recommend using a solution that sets up your agents for success by bringing in leads for them and starting with an inside sales agent (ISA) format. You could look into a comprehensive solution like CINC, which has a top-rated team that puts together ads and runs them for you while you bring in leads and distribute them to your team.

6. Create a Supportive Culture

A supportive culture is a pillar of how to grow your real estate business. When you look into brokerages, the culture should be one of your biggest considerations. Especially in an age of virtual real estate brokerages, there’s a feeling of isolation. A supportive community of like-minded real estate agents can help you brainstorm ideas and solutions for problems you might face. Here are some suggestions on where to find a group:

• Private Facebook mastermind groups
• Meetup.com  
• Founders Club
• Your local Realtor association
• Chamber of Commerce

When I joined a small virtual brokerage, I struggled to find a sense of community and ended up at my local real estate board’s weekly “New Listings” meeting. It was great to see the same agents, and they would ask how my deals were going. It’s nice to talk shop with other agents. After all, you can only tell your friends and family you’re a real estate agent so many times! 

7. Building Strategic Partnerships 

Referrals don’t just come from clients—they often come from your relationships in the real estate industry. Get to know your preferred lenders, title reps, inspectors, and insurance brokers. These partnerships can help extend your opportunity and your reach. Plus, working with your partners on co-branded client appreciation events can create opportunities for both of you. You can share the cost (plus the leads!). 

Plus, a great thing about having a network is being able to lean on those relationships for your clients. If you don’t have a good electrician in your network, chances are there’s someone you know who can refer a contractor they know, like, and trust. This network will grow over time. If you work with an amazing title rep, note that in your customer relationship manager (CRM), connect with them on social media and find ways to recognize them for a job well done. This also ties into prioritizing your client experience. 

8. Effective Time Management 

Working for yourself is a great boon for many agents—it’s why many of us went into the field. The flexibility and control over your work hours and productivity is freeing, but can also be an anchor. It requires hustle, grit, and determination to keep going in the real estate industry. And even then, you can often lose your motivation as a realtor. Yes, you work for yourself, but that doesn’t mean you only work when you have a client! Ask yourself, what does a sketched-out schedule look like? 

I have a client who blocks out her entire day on Monday to follow up with feedback from showings on the weekend, negotiate deals, and send out her weekly emails for prospecting. She also blocks out half an hour every morning to check email and an hour for lunch each day. You can also see four hours blocked out, two each on Wednesday and Friday that she uses to prospect, and time on Thursday afternoon to prepare for her open house on Saturday. 

While this is just one instance of planning your week, I highly recommend it. You will be able to hold yourself accountable and also see where you can fill in the gaps. We’ve all frittered away an afternoon on social media, tweaking and scheduling graphics to make things perfect. Now, you’ve promised yourself which tasks to work on, and you can hold yourself to that promise.

9. Financial Planning: Focus on How to Grow Your Real Estate Business

Financial planning is much more important for agents than a regular salaried employee. Remember, you’re running your own business. You’ll need to ensure you’re setting aside money for taxes and money to reinvest into your business. Ask yourself: What’s my goal for this year? Once you have your goal, you can work backward to determine how many homes you need to sell to reach that annual gross commission income (AGCI).

If your goal is to reach $100,000 in AGCI, let’s break that down. Let’s assume the average price point of your home sales is $500,000. When making calculations, you can assume an average of 3% commission. If you have a standard big box brokerage 70/30 split, you’re looking at $12,000. You’d need to sell roughly nine homes to get to your goal (and that’s before taxes).

You’ll also need to balance your financial growth with why you entered real estate. Every agent is different. What is your goal? More GCI? Starting a team? Setting aside time with your family? As a resource, we’ve created the image above as an easy and free download based on the “Wheel of Life.” This resource is an excellent way to holistically evaluate your current situation to see where you can focus your energy. Download the image above and fill in each segment with a number (one through nine) to know where you’re putting your energy and where you can refocus your energy in different areas of your life. 

And, of course, if you’re looking to supercharge your leads to grow your business, you could check out zBuyer for on-demand leads generated from a cash offer advertisement.

10. Lean Into Coaching

If you’ve hit a wall, brainstorming with someone who knows the industry can help you identify what to work on and why. Coaching can unlock your potential to maximize your growth. And when you find the right coach, the return on investment is almost always worth it. It’s a mentor to help guide you through what you don’t see that could be the missing element of your business. 

We’ve done a breakdown of pricing and offerings of popular real estate coaches for you already. Think about it: all of the best real estate agents have coaches. A great coach’s objective feedback, accountability, and expertise are priceless. Plus, many coaches have a 90-day program to get you producing. If you’re looking to supercharge, a coach can very well be exactly how to grow a real estate business fast. 

If you’re looking for a tech-forward solution, try out Summit AI. It was recommended to me by one of our readers, and I’ve been using it for about a month to track my goals for 2024. It works remarkably well, and it’s free. You can download the app for iOS here. 

11. Diversify Your Offerings

In lean times, agents must be able to pivot and adapt their business. I’ve turned rentals in lean months, and I’ve seen agents pivot to becoming mortgage brokers as well. In fact, we’ve done an entire article on real estate side hustles. There are innovative ways to uncover paths and opportunities you may not have considered. Try drilling down into a profitable niche in real estate, like vacation rentals or probate sales. 

Another creative solution I’ve seen agents try is to offer your potential clients a “menu of services.” For example, for a 5.5% listing fee, they will offer standard services, like professional photography, listing the home on the MLS, and sending out mailers to the neighborhood. For 6%, they’ll help you purchase moving boxes and arrange and pay for your moving services. For 6.5%, they’ll pay for staging the property and provide a drone video. This strategy allows potential sellers to feel in control while offering the white-glove, 5-star service we mentioned above. 

One to Avoid: Inaction

One thing to caution our readers on—while reading and educating yourself on the “how” is fantastic, nothing can take the place of actually acting on your intentions. After all, an object in motion stays in motion. Start with time-blocking a few activities—once you have that sense of accomplishment, let it drive you forward. 

Agents are also victims of having blinders on when serving a current client. Your clients should always come first but don’t neglect your business just because you have a buyer. Be able to adapt your schedule, continue to prospect for leads, and don’t forget to nurture your relationships. 

Bringing It All Together

In this market, showcasing your expertise is the foundation. However, that’s not where the journey ends. It’s that dance between lead generation, the power of your support network, and the actions you take that propel you forward. I’ll leave you with this quote from Dale Carnegie, author and public speaker: “Action breeds confidence and courage. If you want to conquer fear, do not sit at home and think about it. Go out and get busy.”

Is there a tip we may have missed or a secret you’re willing to share? Let us know in the comment section!

The post How to Grow Your Real Estate Business: 11 Tips + 1 to Avoid appeared first on The Close.