I’m glad you asked. For realtors, word-of-mouth marketing is the wind under your sails – the gas in your tank. This strategy of outreach occurs when a brand leverages its customer base by encouraging them to tell their family, friends or others about positive experiences with your services.
The Comprehensive Housing Market Analysis reports that 39% of sellers who used a real estate agent found their agents through a referral by friends or family. So, whether you’re selling condos to retired couples or parking lots to entertainment services, your customer base is your biggest asset – and a free marketing campaign!
If you don’t know if you’re maximizing the opportunity to expand your client base, keep reading for 5 easy-to-implement, low-cost and creative ways to drive awareness to your brand. Here are our insider tips for maximizing and applying the power of your client base to expand your real estate business:
Nothing will steer you wrong like unhappy customers or angry clients. Remove hidden costs, misinformation, and surprises. The best (and easiest) practice to make sure that your clients are satisfied and happy is when they know what to expect. If you don’t know how long the research process for permits and code regulations will be, then it’s not safe to assume when you will be able to start working and building.
Research for permits might take a few days, or it could end up taking three weeks. And if your client expects a quick turnaround, these delays will hurt both your project timeline and the client’s trust. Websites like PermitDocs will help you cut down research time and margin of error during the searching process so you can deliver results to your clients quickly (and confidently). Don’t set your client’s expectations farther than they should be, because they’ll only get let down and leave a sour taste in their mouth that won’t go away by the next time their friend asks about realtor recommendations.
Promote everything and spotlight the community, not just the property! Use drone shots, make staging videos and share photos of the different properties you’re selling. If your client base tends to have more businesses than consumers, use LinkedIn and even consider investing in paid advertising.
Give your potential clients an exclusive, insider look into the area, so they know the pros and cons of each neighborhood. Images and videos are your chance to create a visual connection with your audience, sparking interest through stunning photographs of staged homes or offices.
Don’t ignore them after you’ve closed a deal. Word-of-mouth marketing is your greatest marketing effort, so it’s important to make the most out of your client base. Ask past buyers about their experiences and advice for going through the buying process, and use these quotes for your website or social media.
If you’re asking for referrals, send them an email a few months after they’ve moved into their new home and ask them how they’re doing, with a referral request form in your email.
By setting up a monthly newsletter of blog content, property highlights or listing of the month, you are reminding and nurturing the relationships you have with the receiver. And because word-of-mouth marketing is so vital to a real estate agent, they may help you reach your next client.
You can include links to your new properties, make infographics with client stats, or even offer discounts for prospective clients! The keys to a successful email marketing campaign are consistency and relevancy -- make sure your content applies to your audience and won’t get sent straight to spam.
From upscale shopping centers to family-owned grocery stores, every town has its own unique features and residents. By highlighting local businesses in your area through social media, you’re driving awareness and appreciation for the neighborhood with your current clients and supporting other businesses, who might become your ally and support you in the future.
Nevertheless, you’re highlighting current features surrounding your properties and increase the chances of appealing to the buyers. Don’t just sell the property -- sell the location, the experience, and the community. The happier your clients, the more they’re likely to recommend you to their friends and family.
If this list seems overwhelming, it's okay -- there are lots of baby steps you can take to get the hang of it. The most important part of your marketing efforts is making sure that each client is happy and satisfied. You can’t leverage word-of-mouth marketing if none of your clients have anything positive to say.
Pick something that makes the most sense to you -- if you already use social media or email marketing, great! All you need to do now is to expand the types of content you post, take some new photos and create a calendar!
Above all, it’s important to remember that promises you can’t deliver on are a sure way to disappoint and turn away clients. That’s why it’s so important to set the right expectations, and clearly outline attainable deliverables. Clearly establish timelines, costs and other extraneous variables. Don’t miss out on the opportunity to convert another potential client to your brand advocate -- just follow the steps above to deliver consistent results client after client.
Every dream ever build started with research. With PermitDocs, you can discover the smartest and fastest ways to find the property information and zoning codes you need as you grow and tackle new projects.
You won’t just reduce the loss of physical resources or churn—you’ll increase ROI, client satisfaction, and team morale. Cut your research times by 50% and reduce project times by days or weeks. Get the most up-to-date information every day of the year, so you can find reliable information in seconds and keep on moving.