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First it is critically important to realize "all leads are internet leads' regardless of the method of message delivery. Before they choose to contact you they will allow you to 'Unsell' yourself by reviewing what they find about you on the internet. If you sell yourself well, you just might do an adequate job getting their house sold.
If you were to look at ALL of the advertising around you, it can be seen the only thing being sold is: Benefits, outcomes, results and solutions. This is the unspoken shopping list we all embrace. One of the most sophisticated gizmos on the planet was advertised featuring only its 'cool contemporary' colors. a gazillion things to advertise, but they choose what the consumer will respond to.
The same will prove true with your online self promotion.
Make a list, a serious list...a list that is relevant to a home owner, of the results, benefits, outcomes and solutions you bring to the table.
Create a indexed webpage, better still a website solely for ONE of the great values you represent.
You are right, FREE home value or CMA makes the agent appear as the least imaginative product of evolution yet identified, while Zillow assuages all the needs of knowing value they have at this moment.
Obviously, one can offer you what they do which will look a lot like what everyone else is doing. What YOU must do is inventory what you have to offer.
"What do you bring to the table that is worthy of a significant piece of the homeowner's equity?" You must answer this without inserting one single syllable of realestate-eese. Practice your answer to a few non real estate friends and ask if they now KNOW your value. Did they understand or did they disconnect the moment you slipped in the word 'ethics' or 'realtor' or all those letters purchased to dangle after your name.
For sellers the theme I go with is CIS Score and private sale. What's cool is both work exceptionally well with buyers also. Both LOVE the BENEFITS these options and services provide.
San Francisco, CA
The most boring and easy posts seem to set me up as the industry expert in forestland, just keep posting and they call.
Stevens Point, WI
Gary said" to become the neighborhood expert" I like that! We all know that getting seller's lead is not an easy task, a combination of knowledge, expertise, and proposition value as well as advertising is necessary. Also, the most important thing after you finally gets the seller's leads is to follow up and keep their engagement until they are ready to sell.
Our website is good for buyer leads and it's the property search that attracts most of them.
Seller leads from your website is little more challenging as compared to buyers. I do run 'Market Snapshot' campaign - however, not so successful at it.
I offer tips for selling at a tip price and how to beat the competition. However those that sign up on my website are generally buyers so I probably need to re-evaluate that.
So far my seller leads didn't quite come from my website itself. It came from other methods such as Facebook and one was from a online yellowpages.com entry that I forgot I did when I first became an agent. That yellowpages.com actually generates lots of calls.
Many of our buyers also have to sell, so our IDX search is very handy. Also, testimonials and seller tips (static pages and blog posts) help a lot. It shows that I'm a professional in my field and I have experience. I've gotten calls off people reading my posts.
My leads come from meeting people face to face. I do not get leads from my website.
Most of my website leads are from buyers, though I do get an occasional seller. More often than not it's because they are looking at new homes to buy.
I offer expertise in a specific neighborhood. Write something about the neighborhood that genuinely shows them that you are the expert and go to person.