RISMedia's Real Estate Magazine

JUL 2019

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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RISMedia's REAL ESTATE July 2019 103 Featured on the webinar were Peter McGarry, chief business develop- ment officer at Michael Saunders & Company; Kelly Gesick, digital in- novator at Chase International; and Georgia Perez, VP of Business De- velopment and Product Evangelism at MoxiWorks. Cleve Gaddis, team leader, coach and speaker at Work- man Success Systems, moderated the webinar. Opening the discussion, Perez stat- ed, bottom line, "the brokerage can- not become more successful unless the agents are more successful." But how can you set your agents up for success? BE PRESENT ON MULTIPLE MEDI- UMS. Gesick pointed out that too often, agents aren't presenting themselves across multiple medi- ums. When it comes to having a marketing presence, don't stop at one platform, but give your agents the tools to be available on many, including print, online and social media. Of course, it's not enough to simply be present—consistency is also key. KEEP YOUR MARKETING CON- SISTENT. As Gesick noted, large brands are so well marketed that you can see just a split second of an ad and understand where it came from. Real estate profession- als should follow suit by setting their teams up to use the same im- agery and branding so clients know it's your team before they even read your ad. FOCUS ON SPHERE-BASED SELLING. "The National Association of REAL- TORS® (NAR) says that 70 percent of an agent's business comes from their sphere, and, yet, we're consumed with leads," said Perez. "This is a relationship business. Ask a lot of questions. Ask people about themselves." Train your team to focus on family, recreation, oc - cupation and dreams. Just asking about real estate needs isn't going to build relationships. LISTEN MORE THAN YOU TALK. An easy rule of thumb for your agents to follow when connecting with clients is to listen more than they talk. By asking about interests and pitching open-ended questions, your client will have the ability to tell your agent more than they may think to ask. CUSTOMIZE MESSAGING. Now that your team knows your client well, they can move deeper into their of- ferings and set your brand apart. Don't just talk about home features. If your client loves the outdoors, talk about local outdoor access. If they're a foodie, discuss the won- derful restaurants downtown. MARKET TO YOUR DATABASE. "The only way to safeguard your busi- ness is to market directly to your personal database," said McGarry, who explains that, above all else, real estate is still all about per- sonal referrals. "The quality busi- ness comes out of the personal database. MoxiWorks gives us, as a company, the ability to create content, to provide it to our agents and then have our agents deliver that content into their personal da- tabase," McGarry added. "It's the first time we've ever been able to uniformly educate our agents about the power of their database." RE To view the webinar in full, visit https://bit.ly/2W84Ts5. Zoe Eisenberg is RISMedia's senior content editor. Webinar Recap: Arming Agents to Land More Listings by Zoe Eisenberg I f you're a broker, you're likely on a consistent hunt for ways to support your agents and capture more leads. The latest RISMedia webinar—"Making a Power Play: Arming Agents to Land More Listings"—sponsored by MoxiWorks, took a look at just that.

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