All posts by Shannon

Easy Agent Pro Blog, For Real Estate Agents, Promotion, real estate related, testimonials

How To Build Amazing Real Estate Testimonial Videos

Agents who use real estate testimonial pages in their marketing understand how powerful they are.

Sure, celebrities and others are considered “influencers” when they endorse a product or service. Turns out, though, that the average, everyday American is far more influential than any daytime talk show hostess or athlete.

Think about it: how many times a month do you consult Yelp.com for other people’s opinions on the best Chinese restaurant or the best auto mechanic? Do you routinely check reviews on Amazon.com and other online retailers before forking over your money?

A “jury” of our peers is very often the final arbiter as to whether or not a product or service is reliable.

We can thank Amazon and their fake review problems for the glimmer of skepticism taking hold in the general public.

Studies show that consumers don’t trust old reviews (older than three months), they don’t trust initials in place of the reviewer’s name and they are quite skeptical if there isn’t a photo attached to the review.

There is a way to get around this distrust and that is real estate video testimonials.

Make it hard for them to be skeptical with real estate video testimonials

“… reviews are the one big metric customers have relied on to determine the quality and authenticity of a product,” or service, according to Katie Schoolov at CNBC.com, in a report on fake reviews at Amazon.com.

The problem on the site is so bad that Amazon took down 20,000 reviews “… after an investigation found that the top Amazon reviewers in the UK were engaging in fraud.”

It is so bad that Nike decided to stop selling its products directly through Amazon, according to Lauren Thomas at CNBC.com.

That was big news and consumers were then fully aware that much of what they read in the review section at Amazon is fake.

Which is why it’s never a good idea to post a testimonial using only the giver’s initials instead of a full name. That review will most likely be immediately be dismissed by the reader.

A full name, accompanied by the testimonial giver’s photo is far more effective than “J. Doe” in a purely text review.

An even better way to dash skepticism is a client singing your praises in a quick video.

First, although your real estate video testimonials are about your services, they are not about you. Check out this example of an agent who is calling her video bio a testimonial.

Also, don’t star in your video. In an example of a good review ruined by the agent’s appearance, check this out. If you aren’t too dizzy by the time the actual review starts, you’ll notice that it’s a darn good review.

If you prefer to go big (and have the money for it), have your video shot and edited professionally. Here are two examples of agents who went this route:

But you don’t have to dig deep to come up with an effective video review. We love this one from New Jersey agent Melissa DeSantis.

Feeling playful? Check out Anne Jones, Tacoma agent.

Or, just sit your clients down in the conference room and let it roll, like Jeremy Knight of The Knight Group in Austin, Texas.

Finally, another cheap and easy, yet effective real estate agent video testimonial about Lance Mohr in Tampa, Florida.

Leave them wanting more with your real estate video testimonials

It’s tempting to wring out every last accolade from your client, but it’s a waste of time.

Viewers prefer videos that are 2 minutes in length or less. In fact, according to the Video in Business Benchmark Report by Vidyard.com, nearly 70% of people will watch a video all the way through if it is 60 seconds or less in duration.

The trick with these short videos is to get the most important information up front, at the beginning of the video.

For instance, suppose you took an expired listing on a problem home. While the previous agent was unable to get the home sold in six months, you sold it in 90 days. Ask your client to start her testimonial with that information and, if there is time, she can go into other details about working with you.

You have only a few seconds to convince the viewer to stick around; use those seconds for all they’re worth.

Finally, although many consumers use everyday language, someone who has just gone through a home purchase or sale, was exposed to a whole new language. Ask them to avoid using that language in the video. No “contingency,” or “under contract” or “escrow.”

Keep the language simple. “Everyday language” for “everyday people,” according to Thinkwithgoogle.com’s Ken Wheaton.

Don’t confine these masterpieces of the video world to your website. Share them on social media and use them in your listing presentations.

What do the top 10 real estate websites know that you don’t? Take a look.

Easy Agent Pro Blog, For Real Estate Agents, Lead Capture, Lead Generation, real estate related

Need real estate buyer leads? Here’s a niche for you

The U.S. Census Bureau reckons that there are nearly 19 million veterans in the United States. The Department of Defense claims that there are currently 1,092,937 active duty military personnel.

In fiscal year 2019, the VA guaranteed 624,544 home loans. So, out of nearly 20 million American military homebuyers who may be eligible for the VA-backed mortgage, only 3.12% applied and were qualified.

We can’t blame qualification standards for this puny statistic because qualifying is easy.

Instead, studies show that many in this vast group of Americans have no idea their VA benefits include a home loan with no down payment requirement. Even more of them are unaware of the ultra-low interest rate being offered by United Wholesale Mortgage (as low as 2.25%).

This is the perfect side-niche for agents who are former members of the military or grew up as military brats. But you don’t need military experience, or market your services near a military base, if you’re willing to put in the time to learn the unique needs and benefits of this group of people.

With Veteran’s Day right around the corner (November 11), we spoke with some agent friends who specialize in military homebuyers to gather some tips on how you can get started with this niche.

Sell military homebuyers on the advantages of the VA loan

The lack of a down payment requirement is probably the VA loan’s most attractive feature. It offers a way for those on active duty, veterans and qualifying widows or widowers to get into homeownership without having to save for a down payment.

As you know, with a conventional loan, if the borrower doesn’t put down at least 20 percent of the loan amount, the lender will tack on a private mortgage insurance (PMI) policy, adding hundreds to the monthly house payment.

FHA calls their PMI, MIP, for Mortgage Insurance Premium and it will stay with them for the life of the loan if your clients get an FHA-backed loan.

Not so with a VA loan. It’s guaranteed by the U.S. government, so lenders are willing to waive the PMI requirement.

Another advantage of the VA loan for your military clients is that not only will they not have to come up with the huge chunk of money for a down payment, but closing costs won’t be a problem either. The VA limits the amount the lender can charge.

Finally, the VA has no minimum credit score requirement. As you know, however, the lender might, so advise your client to shop carefully for a loan. A good place to start is this chart at USNews.com.

But understand the disadvantages

While there’s no down payment requirement, the VA loan does carry a funding fee.

This fee varies, according to whether or not the service member paid a down payment, and the amount paid as well as whether or not this is the first time the individual has used the loan (the first use is cheaper than any subsequent use of the VA loan).

Learn more about 2020 VA loan fees at VA.gov.

If your military client is looking to become a landlord, he or she cannot use the VA loan for income property.

The VA only guarantees part of the loan, so, depending on lender, there may be additional financial requirements.

Ready to learn more about LeadSites? Schedule a demo with us today!

Then, there are the service requirements

  • The veteran must have acquired 90 consecutive days of active duty during wartime
  • During peacetime, the above requirement is lengthened to 181 days
  • National Guard members or Reservists are required to prove six years of service
  • A veteran’s widow or widower are eligible to apply for the VA loan as long as the service member died in the line of duty.

The veteran’s Certificate of Eligibility (COE) is his or her ticket to VA loan approval. The lender can obtain it for them via an online system.

And, property requirements

The VA stipulates what they call “minimum property requirements (MPRs).” According to the VA’s website, these requirements “… help ensure that the property is safe, structurally sound, and sanitary. The scope of MPRs also includes issues related to the property’s location and legal considerations.”

Help your VA loan clients make an informed decision about homes they view by familiarizing yourself with the MPRs. Chris Birk, at VeteransUnited.com, has written a brilliant walk-through of the them.

Finally, the contract will be just a bit different than the standard one. You’ll need to ensure, among other things, that you include a VA Escape Clause, a copy of which can be found here, at VA.gov.

Get the word out that you are every military homebuyer’s dream real estate agent

Not too long ago I was served an ad from a lender in my Facebook feed. It was super simple:

No mention of the super low mortgage rates that United Wholesale rolled out. In fact, there isn’t even a phone number in the ad, just their site’s URL.

Yet the responses came rolling in. Last I looked, there were about 150 of them, most begging for help to buy a home with a VA loan.

It’s a niche full of potential military homebuyers who need help.

And you’re just the person to lend a hand.

Need help reaching out to leads? Schedule a demo with us today to see how we can help!

 

Want to give your real estate marketing some extra oomph? Here’s how you can use social proof to show the world you’re the best agent for the job!

 

Easy Agent Pro Blog

October real estate news

As summer comes to a close, there is no shortage of real estate news.

Lack of chemistry

Sure, there are some who think Americans have turned into a bunch of whiners since the pandemic hit, but the Consumer Financial Protection Bureau (CFPB) claims some of the complaining they see is justified.

The number of complaints the bureau has received from consumers during the pandemic has almost doubled since before the crisis (up 44%).

According to the report, “The biggest consumer finance problems since the beginning of the coronavirus pandemic have pertained to credit report issues.”

“Specifically, a lack of chemistry between consumers, financial institutions and the credit bureaus to properly manage the added deferments and adjusted payment plans.”

Now, more than ever, you should remind your clients to check their credit reports for mistakes to avoid losing out in the current market.

Talk about a blind date!

It’s old news that foreign real estate investors often buy American real estate sight-unseen.

According to Zillow, there’s been a huge increase in everyday Americans following suit.

Nearly 40% of buyers say they’re not opposed to buying a home “…entirely online during the current coronavirus outbreak,” according to Zillow.com’s research team.

Surprisingly, 43% of sellers “… would be more likely to try to sell a home entirely online.”

Even after the craziness ends, the researchers found that one-third of buyers will prefer a virtual tour over in-person visits to homes.

Considering that the investment in a home may be many Americans’ largest lifetime financial investment, it’s astounding that so many are willing to undertake the process entirely online.

They’re heeeeeeere!

A study reveals that 40% of Generation Z (born 1996 to the present) want to have a house of their own before they turn 25 years of age.

This means many of them need to act fast, because the eldest of the bunch turns 24 in 2020.

TransUnion, the consumer credit reporting giant, claims that “… at least 8.3 million first-time homebuyers will enter the mortgage market between 2020 and 2022.”

They entered the housing market last year in droves. “Gen Z consumers who took out a mortgage … rose by 112% from the second quarter of last year to the second quarter …” of 2019, according to the report.

The report claims that this younger cohort faces the same confusion as millennials did when entering the housing market. These pain points serve as brilliant fodder for blog posts, social media shares and more for the agent who hopes to pursue Gen Z homebuyers:

  • Few understand the homebuying process
  • Nearly 70% of Gen Z members surveyed “… believe that a high credit score is necessary to purchase a home”
  • More than 40% are under the misconception that they must come into the market with tons of cash to pay a “… high down payment.”
  • One in three are completely unfamiliar “… with any mortgage financing options
  • Two-thirds of those surveyed had no clue about Freddie and Fannie

It will definitely be to your advantage to get to know this cohort. If you have grandkid, you are already familiar them. If not, check out our guide to working with Gen Z homebuyers.

The folks at TransUnion remind you that “Information is a powerful thing.”

Lucky is the agent who sells real estate in a ‘Zoom Town’

If you sell real estate in a “… certain type of town,” you may find yourself hobnobbing with the likes of “… corporate executives, Wall Street barons, Hollywood stars and more than a few journalists,” according to Conor Sen at Bloomberg.com.

The towns these folks are flocking to are now known as “Zoom Towns,” and like most of the rest of the country, home prices there are rising while inventory is falling.

These towns include the Hamptons, Missoula, Montana, Truckee, California and Bend, Oregon. The latter, according to Sen, has less than a month of housing inventory.

Chalk it up to technology and the ability for so many to work virtually. While a boon for the communities’ housing industries, however, the fear is that it may be creating a monster.

“… a significant constraint is going to be how much these communities are willing or able to grow,” according to Sen.

He goes on to remind us that “Cities such as Atlanta, Dallas and Houston in a matter of a few decades grew to metro areas with more than 5 million residents each.”

Some of the Zoom towns, however, don’t have the infrastructure and, maybe, the “desire to grow to be major metro areas,” Sen said.

So, there may be a limit to the “Zoom.” It will be interesting to watch this one. In the meantime, there is a bunch of really happy real estate agents in these markets.

Stay well!

What do the top 10 real estate websites know that you don’t? In this post, we look at the stats, figures, and numbers that make the top real estate sites go

Easy Agent Pro Blog, For Real Estate Agents, real estate related

Tips on perfecting your real estate “elevator pitch”

Let’s step into Easy Agent Pro’s time machine and head back to 2019 – you know, life as it was pre-pandemic.

You’re at your kid’s soccer game and chatting it up with other parents. Inevitably in these situations, someone will ask you what you do for a living.

Nine times out of 10, your answer will be something like:

  • I’m in real estate
  • I’m a REALTOR®
  • I’m a real estate agent [or broker]

While that succinctly answers the question, it may or may not spark interest nor does it necessarily entice further conversation. That is, with the exception of another likely question – “What’s the market like right now?”

Not a bad question to get, because it provides the perfect segue into proving your knowledge and authority in real estate. But there’s no guarantee it will be forthcoming.

Which is why you need an elevator pitch for real estate agents. Meant to be delivered within 20 to 30 seconds, consider as akin to your curb appeal. That’s how important the elevator pitch for real estate agents is.

That’s not enough time!

Twenty to 30 seconds is actually considered an eternity compared to how long you have to make a first impression with your appearance. That one takes about a tenth of a second, according to Eric Wargo (citing a Princeton University study) at PsychologicalScience.org.

“Like it or not, judgments based on facial appearance play a powerful role in how we treat others, and how we get treated,” Wargo says.

The sad truth is that you’ll be judged first on your appearance, from what you’re wearing to your facial expressions.

Make it past that one-tenth of a second and you’re golden – time to roll out the quick elevator pitch for real estate agents.

And, yes, 20 to 30 seconds isn’t a whole lot of time, but consider this: You are routinely forced to market someone’s home in the MLS with a smattering of words.

That number does vary across the country, but it’s never enough to convey what needs to be conveyed.

For instance, we understand that in Louisville, KY, agents are limited to 800 characters in the public remarks section of their listings.

Agents who work in the Sammamish, WA market are allowed only 500.

You’re used to this. An elevator pitch for real estate agents should be no problem.

The typical elevator pitch for real estate agents

It’s critical to have a polished, compelling elevator pitch when responding to online leads.

For instance, while perusing the posts on the local NextDoor.com neighborhood page, one first-time homebuying neighbor posted her need for referrals to a “good realtor in the area.”

There were only three responses from local agents and they were so similar it’s scary.

“Hi! Im [name], a local realtor, born and raised in [city]. I would love to answer any questions you have and I am available to help with any real estate needs! I have a 5 star rating and am experienced with 1st time buyers up to million dollar listings! I go the extra mile for my clients and I think that’s why my clients are  good friends beyond just work.”

She then added her phone number with an exclamation point and “I look forward to hearing from you! Have a fabulous day!”

There is so much wrong with this, we don’t know where to begin. From the lack of proper punctuation to the overuse of exclamation points, she comes across as far from an authority and quite hysterical.

The next response:

“I’m a Realtor in the area. I always go above and beyond for my clients! Working with a first time buyer at the moment, we negotiated for a lower price in a very tight market! Let me know how I can make a house, YOUR home 🏡.”

Notice how both agents’ USP is almost identical? They “go the extra mile,” or “above and beyond” for their clients. WTH does that mean, anyway?

Then, there’s that SO overused ending – “. . . make a house, YOUR home,” with the cutesy, unprofessional little house picture.

Then, there’s agent number three:

“Hey! 🙂 I’m a local real estate agent in your area if you still need some help! My number is [phone number] and my website is [URL].

I’d love to talk to you more about how I could help you! Regardless, congratulations on looking for your new home!”

Her first sentence is almost identical to the previous agent’s. And the smiley face after the greeting doesn’t exactly convey professionalism.

When stuff like this becomes trite, it’s time to understand that the “unique” in your USP isn’t actually unique.

Absolutely nothing these women stated differentiated them from one another. I wouldn’t have contacted any of the three – how about you? 

DIY elevator pitch for real estate agents

As a real estate agent, you solve certain problems. And, “… being able to succinctly convey what problem you solve is a real art …” according to Allan Dib, author of “The 1-Page Marketing Plan, Get New Customers, Make More Money, And Stand out From The Crowd.”

A succinct elevator pitch, according to Dib, is 30 to 90 seconds in length. It’s also easy to understand and not overly self-focused.

“Good marketing takes the prospect through a journey that covers the problem, the solution and, finally, the proof,” according to Dibs.

How does he suggest that you get this across in 30 seconds? Here’s his formula:

“You know [problem]? Well, what we do is [solution]. In fact, [proof].”

Put in real estate terms, Dibs’ formula may look like this:

“You know how there are so few homes for sale right now? Homebuyers are having a real problem finding a home. Well, what we do is actively promote our buyers’ needs to homeowners in our database who’ve expressed an interest in selling. This works so well, in fact, that we’ve found homes for 25 buyers just this month.”

Or, this one:

“A lot of homeowners are afraid they’ll end up homeless when they have to sell their home before buying another. We specialize in working with these homeowners and use strategies that have proven quite successful. In fact, we’ve never had a client end up homeless or stuck in a temporary rental.”

You get the idea, right? Consider the prospect’s pain point and craft your pitches to prove you can solve their dilemma.

Play around with the formula. As long as you keep it consumer-focused and not self-focused, you’ll end up with a winning elevator pitch.

A big part of every elevator pitch is learning to deal with potential rejection. Here are some tips to help turn that rejection into an opportunity.

Easy Agent Pro Blog, For Real Estate Agents, real estate related

3 steps to becoming a more productive real estate agent

Are there actually studies on stuff like this? Yup.

There is also a lot of anecdotal evidence that some of the things real estate agents are guilty of doing, or not doing, during the course of the day is not only a waste of precious time, but keeps them from being truly productive.

For instance, do you take a nap every day? They’re not just for toddlers, you know. Would you say that John D. Rockefeller, Thomas Edison and Leonardo da Vinci were productive?

They were all nappers.

In fact, da Vinci slept fewer hours at night and took several naps every day.

We took a look at some of the studies on productivity and the habits successful people developed to help them use their time more effectively. Some of them are surprising.

The key to success is not working hard. It’s working smart

Nobody seems to know who coined that phrase and, to be perfectly honest, it’s a bit trite. That doesn’t make it any less true, however.

Think about other real estate agents. There are the workaholics, who pound the pavement, pick up the phone and knock on doors relentlessly. Their families don’t recognize them when they finally lay eyes on them but, gosh darn it, they’re in pursuit of success.

Then consider other agents you may know. These are the ones who understand the value of delegation, who hire help and build a team of other agents and admin help.

Both types of agents have the same goal—to drum up real estate business. Yet, the latter spends vastly fewer hours of the day doing so.

“There’s a notable distinction between being busy and being productive,” according to CamMi Pham, partner at ThinkRenegade.com, an ecommerce marketing agency (medium.com).

“Being busy doesn’t always necessarily mean you’re being productive,” she concludes.

Her suggested cure for the busyness malady?

1. Stop working overtime

“Spending too much time on the job is a drag on productivity,” according to Noah Smith at Bloomberg.com.

He gives several examples to back up this claim but we like this one the best:

In 2008, Microsoft in Japan gave its employees “five consecutive three-day weekends.” The “… sales per employee,” according to Smith, “soared by 40% from the previous year.”

As an added bonus, the corporation was able to save on power bills and “paper-copying costs.”

We reached back to a 1980 study for further proof that working overtime actually makes one less productive.

The Business Roundtable analyzed “… the impact of scheduled overtime operation on construction projects…” and found that when employees worked 60 or more hours per week during a period that lasted more than “about two months,” there was a notable decline in productivity.

The analysts cautioned that “… the cumulative effect of decreased productivity will cause a delay in the completion date beyond that which could have been realized with the same crew size on a 40-hour week.”

Why is this, we wondered.

In the case of the construction project analysis, the answers were easy to ascertain:

  • The rate of absenteeism increased the longer the hours worked.
  • The rate of injuries increased as well.
  • When employees worked more than 8 hours per day and 48 a week, it took 3 hours to produce what should take only 2 hours.

“Long hours cause fatigue, both physical and mental,” Smith said. “Eventually the worker starts making little errors, slowing down and failing to take initiative to fix problems and exploit new opportunities.”

The cure?

A study published in the journal Occupational and Environmental Medicine found that “Moderate sleep deprivation produces impairments in cognitive and motor performance equivalent to legally prescribed levels of alcohol intoxication.”

Work fewer hours and get more sleep if you hope to raise your productivity level. Here are some tips to help you focus on you.

2. Quit focusing on the wrong stuff

Which tasks that you perform in your work day produce the best results? Make a list. Those should be your focus and the rest should either be trashed or handed off to someone else.

They simply aren’t worth your time and doing them makes you less productive.

If you need help figuring out what to keep and what goes, “Consider tracking everything you do, and the time it takes to complete each task, and the results,” Pham suggests.

“Then go back, assess your list to see what did (or didn’t) prove fruitful, and take your findings into consideration to optimize for future tasks.”

3. Stop chaining yourself to the desk

If you were an employee, your boss would be legally required to allow you a certain number of breaks during the day.

So, why don’t you allow yourself the same?

Research proves that those who take a break, especially if they get outside in nature, are more productive when they return to work than those who don’t take breaks or remain indoors when they do take a break.

Schedule a break or two each day, eat your lunch at the park or take a brisk walk in your favorite part of town.

Becoming more productive in your real estate business begins by breaking bad habits and replacing them with better ones. If you start now, 2021 will be one kick hiney year!

These 16 hacks are what drive the top real estate websites to succeed no matter the competition.

Easy Agent Pro Blog

How to sell a home near railroad tracks

John and Lenore live in a lovely, well-maintained and furnished home. They recently listed the it for sale.

After multiple showings, in a very hot sellers’ market, the home still didn’t have an offer.

Feedback from buyers’ agents give us an indication of why buyers were hesitant to make an offer. Although they “loved the house,” most of the agents said, the nearby railroad tracks were a turnoff.

Lenore was flabbergasted. Yes, there are Union Pacific freight tracks nearby, but they are located far enough away that in 6 years of living in the home she’d only heard a train once.

Did any trains actually go by during these showings? No. In fact, it’s a little-used line.

Surveys say

Most of the research we’ve read shows that the homes that suffer the largest decrease in value are located quite close to the tracks.

A study out of Norway finds that the further away from the tracks the home is located, the less of an impact they have on its value.

“… our estimates indicate that a doubling of the distance from the railroad line, within a 100- meter bound [about 328 feet], increased the property price by about 10%.”

A report by Appraisal Journal (more details later) shows that smaller homes are impacted more than larger homes.

They found that the average loss in value was “… 5 percent to 7 percent) for homes 1,250 square feet or less located within 750 feet of railroad tracks. Larger homes, however, showed mixed results.”

Freight line operators who want to increase their level of traffic spurred a study by the City of Rochester, Minnesota. Results suggest that for each 1 decibel increase in noise, there would be a corresponding 0.4% loss in value for properties adjacent to the tracks.

What do appraisers say?

Since the appraiser has the last word on the value of a home, we decided to find out what their approach is in a situation such as John’s and Lenore’s.

In 2004, Appraisal Journal published the results of a study out of Ohio. For a three-year period, the researchers tracked the value of residential properties near freight railroad tracks in Cuyahoga County.

“The findings indicate an average loss in value between $3,800 and $5,800 (5%-7%) for houses under 1,250 square feet located within 750 feet from a railroad track,” the authors state. “Larger houses showed mixed results.”

Alison Shuman, at TheAppraisalIQ.com, claims that each situation is different. “Specific information about a given home would need to come from an appraisal of the home in question,” she suggests.

What can an agent do to help?

There really is nothing you can do to help a home that is in close proximity to railroad tracks except to soundproof it or price it appropriately.

Yes, it’s going to take some convincing of homeowners who have grown accustomed to the sound of trains that their home is worth less than they think.

If the tracks are further away:

  • As Lenore quickly deduced, an actual train schedule showing how infrequently the trains used the tracks in her area, left on the kitchen counter, would be an amazing way to help potential homebuyers relax. The only problem is that freight train companies don’t keep a schedule like commuter train lines do. Alas, she was unable to get such a document. Instead, she gathered anecdotal evidence from her neighbors who, like her, either rarely or never hear a train pass by.
  • Work with the homeowner to find out how far the tracks are located from the home and add it to the list of anecdotal evidence. Leave it in an area that potential buyers can’t help but see it. In John’s and Lenore’s case, although they are visible from the home, they are located across a huge parcel of vacant land (roughly equivalent to two or three city blocks away) and buffered by a wash directly across the street from the home.

Selling a location-challenged property tests even the most patient real estate agent. Warn your clients that it may take longer to sell the home and they may have to drop the price.

That, and the aforementioned information is pretty much all you can do.

Are your real estate marketing ideas evading you at the moment? Here is a list of 200 real estate marketing ideas to get you more leads this month.

Easy Agent Pro Blog, Marketing

Case Studies: Ultra-Powerful Real Estate Agent Marketing

Working with and for real estate agents is mostly rewarding. There are some, however, who frustrate me with their absolute refusal or inability to call attention to their successes.

Instead, they rely on the same, trite garbage that they’ve copied from other agents:

  • “We go above and beyond for our clients”
  • “I’ll help you make a house your home”
  • “You’re my number 1 priority!”
  • “A local expert”
  • “A name you can trust”

The list of smarmy real estate agent slogans seems endless, but you get the idea. These communicate nothing and produce, at best, an eye-roll from the reader.

Then there are those agents who can and do promote their successes, but end up with marketing pieces that are overly self-promotional.

None of these help consumers to get to know, like and trust you. “Trust me,” is far too easy to say and today’s consumer doesn’t believe you’re trustworthy without proof.

Social proof – which is provided by testimonials. Not from you, from your mama or spouse or from a marketing company, but from people who have worked with you.

Testimonials can take many forms, although the ones agents most commonly use are those one- or two-liner quotes.

There is another, more powerful way to get your expertise across to potential clients and that is the case study, or social proof, with you as the hero.

Don’t tell them what you offer — prove what you deliver

A case study does precisely that. In a nutshell, it’s an explanation, typically in story form, of how a business provided a solution to a customer’s problem. It provides social proof of your ability to deliver without bragging.

Many large companies incorporate case studies in their marketing efforts. Check out some of them at:

While they’re far more popular in the B2B sector, the power of case studies hasn’t been overlooked by B2C companies either, which we’ll get into in a minute. Take a look at some B2C examples:

Studio Proper

Jolenta Averill, Broker/Owner, Lake and City Homes (Madison, WI)

Think you can DIY your case study?

Since few agents have case studies, yours will certainly stand out, even if it’s a DIY piece. A little bit of Canva magic, and it may turn out to be a showstopper.

It’s the content, however, not the design, that will require most of your concentration. At CrazyEgg.com, Ryan Bozeman compares the best case studies to a favorite novel.

“… the protagonist (the client in the case study) runs into several roadblocks before overcoming them with your help and reaching the ultimate goal.”

To begin, think of a challenge a client presented you and how you overcame it. Then, reach out to that client, requesting an interview. You’ll want as many compelling quotes as possible. What will provide the best example of social proof

During the interview, ask your client to tell the story, from his or her point of view, from the beginning.

Then, arrange the case study, according to best practices:

Take a look at the case study samples we included, above, to see the various ways companies present the key elements.

If the client highlighted in yours was a listing client, be sure to include the case study in all of your listing packets. For buyers, slip a hard copy of the case study into the buyers’ packet.

Share it in drip email and snail mail campaigns, on social media and post it prominently on your website.

“Case studies give you momentum, valuable content, and a reason to reach out to your existing prospects,” cautions Andrew Woodberry, director of sales at SnapSolv, a mobile messaging solution for businesses.

From selling a home with no front door to finding the needle-in-a haystack home for your buyers, you have stories to tell. Social proof is worth its weight in gold.

Want more seller leads? Here are 3 things first-time sellers want their agent to know

Easy Agent Pro Blog

The fall real estate market: Educate your clients

Traditionally, the fall real estate market is a bit different than those in other seasons. After the end-of-summer wane in interest, when folks are getting in one last vacay and getting ready for back-to-school, the market wakes up around September.

Notice that qualifier? “Traditionally.” Not much can be counted on to remain traditional during the current there-is-no-end-in-sight COVID-19 crisis.

Yet, sellers will sell and buyers will buy and it’s up to you to prepare them for what remains the same about buying and selling a home in fall.

Need more sellers? Be sure to check out these fall lead gen techniques.

Bring your sellers up to speed

Many would-be home sellers are fence-sitting right now. Unsure of the market, apprehensive of the health implications of strangers coming into their homes, they are sadly missing out on one of the best sellers’ markets ever.

You probably have some of these people in your CRM. If you’ve done all you can to prove to them that it’s the best time to sell and that they can sell while still protecting their family’s health, give it one last shot.

Offer an absolutely free (of price and obligation) photo session of the exteriors of their homes. Provide urgency by reminding them that their homes are far more attractive now, in summer, than fall so their photos will stand out in the MLS, should they decide to sell in the fall real estate market.

Since there is no obligation to list their homes and the shoot is free, they have nothing to lose.

Create a compelling marketing piece around this offer and use it in your newsletter, direct mail marketing, email marketing, on social media and on the homepage of your website.

Those who are already planning to list need some reminders:

  • Time is of the essence. Autumn will whiz by and we’ll be smack dab up against the winter holidays before we know it. The earlier their home hits the market, the better.
  • Get the ducks in a row quickly and efficiently. This means pricing the home appropriately out of the gate, sprucing up the exterior, staging, etc.
  • Remind them that autumn front-yard maintenance will be ongoing while the home is on the market. Keep the rake handy.
  • Closing before Thanksgiving week should be their goal, if at all possible. You and I both know that title companies and lenders’ offices become ghost towns the closer we get to the holiday.

Get your buyers on the right track for the fall real estate market

Getting pre-approved for a mortgage before shopping for a home is even more important when someone chooses autumn to shop for a home.

Again, it’s a short window if they hope to be in their new home by Thanksgiving, so getting the loan stuff out of the way as soon as possible is ideal.

They should also be checking out neighborhoods in their price range to determine which ones are best for them. This way, when there’s a new listing in one of these areas, your clients can be among the first with their feet in the door.

Ah, fall appliance sales. They’re a huge lure for new homeowners or about-to-be homeowners. Remind them not to buy anything on credit until they close on the home.

Despite the past no longer being a predictor of the future, sellers will sell and buyers will buy. It’s up to you to prepare them for what remains the same about the fall real estate market.

Fall is on the way – how’s that slow-season real estate marketing plan?

Easy Agent Pro Blog

The ins and outs of offering a gift for a positive real estate testimonial

One of my favorite real estate-related websites has gone through some changes recently. More and more I’m noticing blog posts with misinformation.

It seems that the company is hiring bloggers who are ignorant about the industry and, although frustrating to read, the information is mostly harmless.

Today, however, that changed.

A new blog post on the site offers a list of ways to “Get More Positive Real Estate Agent Reviews.”

Several of the methods she suggested are frowned upon by the very sites she encourages agents to gather reviews.

One is downright illegal unless certain guidelines are followed – guidelines she fails to mention. Let’s start with that one.

“Provide strong incentives”

“Right next to simplicity, incentives are a great way to encourage positive reviews from clients,” writes the author of this insanely stupid blog post.

Yes, bribing someone to leave you positive real estate agent reviews is “simple,” but, without full disclosure, it’s also a violation of FTC guidelines and has been for a very long time.

In 2009, the folks at the Federal Trade Commission published its update of the “FTC’s Guides Concerning the Use of Endorsements and Testimonials in Advertising.”

Don’t get me wrong – the commission makes it clear that you can offer your testimonial-givers a “gift” in exchange for the testimonial, but you are required to disclose the exchange, “… clearly and conspicuously.”

To comply with FTC guidelines, you must disclose any testimonial given with a “material connection.” These include

  • Monetary payments or gift cards
  • Business relationship
  • Friends
  • Family members
  • Arms-length business deals
  • Chance to win a prize
  • Offering free or discounted services

For example, the author of the aforementioned blog post gives examples of incentives agents should offer their clients who agree to leave positive real estate agent reviews. These include:

  • Offer to promote your client’s business on social media “… if they leave a review …”
  • Donate money to “… a charity of a client’s choosing.
  • Personalized gifts, such as anything from a “… a $5 Starbucks gift card to succulent plants for your clients [sic] new home.”

Let’s ignore how absolutely impersonal a gift card from Starbucks is and remember that each of these enticements must be disclosed very close to wherever you post the testimonial. Which then, in many readers’ estimation, decreases the veracity of those positive real estate agent reviews.

And the charitable contribution suggestions?

The FTC guidelines state that if “… readers of the reviews would evaluate them differently knowing that they were motivated in part by charitable donations, there should be a disclosure … that donations are made to charity in exchange for reviews.”

Placement of the disclosure also matters to the folks at the FTC

“A disclosure should be placed where it easily catches consumers’ attention and is difficult to miss … A disclosure is more likely to be seen if it’s very close to, or part of, the endorsement to which it relates.”

“Advertisers [that’s you] are subject to liability for … failing to disclose material connections between themselves and their endorsers”

“Outright ask for reviews”

When I bought my home, not only did my mortgage guy offer me a gift card in exchange for a Yelp review, he repeatedly emailed me about it, begging for my help.

I finally called him and let him know that what he is doing could get him into trouble. He had no idea.

The folks at Yelp.com make it very clear where they stand on the issue of testimonial solicitation:

Businesses should not ask for or solicit reviews on Yelp, as it leads to deceptively biased content. This includes asking friends, family, or customers to write reviews; offering incentives or freebies in exchange for reviews; or working with companies that send review solicitation emails.

Violate this policy and the penalty is that your business will end up lower in Yelp’s search results – you know, “where the dead bodies are buried.”

Google, by the way, has a similar policy.

Get tips on how to use real estate testimonials here. And, before taking business advice from a blog post, even if it’s posted on one of the industry’s most respected and authoritative websites, do additional research. You owe it to your real estate business.

Drive more leads and listing to your website with these 16 tips, and grow your business today

Easy Agent Pro Blog

September real estate news

It’s a crazy world and an even crazier real estate market.

We’re thinking of refinancing instead of selling

Hey, who can blame homeowners who want to take advantage of the current, amazingly-low interest rates?

Except for the potential fly in that ointment, that is.

“Fannie Mae and Freddie Mac will be charging lenders a new fee on refinances that is likely be passed along to borrowers,” according to Clare Trapasso, senior news editor at realtor.com.

She goes on to explain that the new fee will amount to 0.5%, “. . .an average $1,400 added onto the refinance cost.” It depends, as we all know, on the size of the loan so it could be even higher.

The Federal Housing Finance Agency defends the action “as a way to ward off potential losses as a result of the pandemic-induced recession,” Trapasso claims.

One economist claims the fee is “ill-timed,” and that it places a burden on homeowners who are “cash strapped.”

That’s why God created real estate agents. These cash-strapped homeowners can always (and hopefully) sell the home and purchase something less burdensome on their budget. And, you’re just the agent to help them.

Make sure to let people know about this new fee – in your marketing content, on social media, etc.

Real estate: the sugar rush of the masses

The current, amazingly brisk housing market is merely a brief burst of energy similar to a “sugar high,” according to Jacob Passy, personal-finance reporter for MarketWatch.

In all fairness, Passy is quoting Daren Blomquist, vice president of market economics at Auction.com, a real-estate website for foreclosure sales.

The “sugar,” in this case, is a combination of “… government stimulus and a pandemic-fueled rush to low density housing,” he added.

Yes, it could be wishful thinking for Mr. Blomquist. After all, life would be so much better for his business interests if we dove into a deep recession and folks were losing their homes to foreclosure.

But, that’s not the case, and wishing won’t make it so.

Enjoy this current market while you can and don’t listen to naysayers. You deserve it.

Why people unsubscribe from your email list

It doesn’t take a genius to figure out why we can’t keep people subscribed to our email lists. The emails suck. But the folks at Marketing Sherpa did a survey a while back to find out just what consumers hate about B2C emails.

Many of these pet peeves are committed by real estate agents, so let’s just take a look at those.

The number one reason someone unsubscribes from your email list is that they get too many emails in general.

Number 2? “The emails aren’t relevant to me.”

That sounds like a home seller prospect that receives a newsletter filled with info for homebuyers, or vice versa.

“The emails are too focused on the company’s needs and not on my needs” was expressed by more than 10% of consumers surveyed.

I feel their pain because I get this one every week: “We need homes to sell!”

From cluttered and sloppy emails to a lack of trust in the content, Americans are getting pretty fed up with B2C email.

If you’re sending emails more than once a week, quit it. Then, reconsider your content.

Realtor.com’s hottest ZIP code list is out

It isn’t really “news” that pandemic-era homebuyers’ wish lists are different from those of pre-pandemic buyers.

Homes are “flying off the market” in parts of the country where homes with more square footage are less expensive, according to Clare Trapasso at realtor.com®.

The site’s economists pored over recent sales nationwide to find the 10 hottest ZIP codes and here are the cities attached to those ZIPs (in order of “hotness”):

  1. Colorado Springs, CO – no surprise here. Colorado Springs has been making various “hot” housing lists since before the pandemic.
  2. Reynoldsburg, OH
  3. Rochester, NY
  4. Melrose, MA
  5. South Portland, ME
  6. Topeka, KS
  7. Hudson, NH
  8. Worcester, MA
  9. Springfield, VA
  10. Raleigh, NC

If you’re curious about the criteria used for the list, check it out at realtor.com.

Have an amazing September!

Are preferred vendors ruining your rep? Here’s everything you need to know!

Branding, Easy Agent Pro Blog, For Real Estate Agents, real estate related

2 ways to improve your real estate website in minutes

There are far too many sucky real estate websites. There, it’s said. From agents who never think to change the template content that came with their sites to those who feel that they are the sole reason a visitor visits, perusing agent websites isn’t easy.

There are plenty of ways to improve your real estate website, plenty of ways to pretty it up. The fact is, establishing trust quickly is one of the most important aspects of website tweaking, but localizing is a close second.

Improve your real estate website: Stop hiding your testimonials

Think your IDX is the most important element of your website? It may be, for visitors.

But, for you? For lead generation? It’s your testimonials. Marketing claims should be supported by proof, and testimonials “… are the most effective evidence you can add to a website,” according to Andy Crestodina, Orbit Media’s co-founder and CMO.

Crestodina, by the way, has written a brilliant guide to testimonials – how to get them, how to use them and more. Check it out here.

If you have your testimonials running down a dedicated page on your site, fix that.

“Let’s face it, no one is going to go to your ‘Testimonials’ page,” claims another voice at Orbit Media, Amanda Gant.

This means your testimonials, in all likelihood, aren’t going to be read. You can change that by getting them out in the open where visitors can’t miss them.

Use your best on your home page, above the fold, and sprinkle the rest throughout your site (especially the buyer and seller sections).

Improve your real estate website: Get local – now!

We’ve discussed ways to hyper-localize your site in the past but we still see two common problems that are easy to remedy:

  • No mention of the market served, above the fold, on the home page
  • Not localizing the Easy Agent Pro blog posts you receive

Let’s take a look at what we see, far too often, on real estate agent home pages.

Imagine you’re a buyer or seller, looking for a local real estate agent. You click on Mr. Blevins’ site and this is the first thing you see.

Do you see – anywhere – the mention of this agent’s market? What is odd is that he obviously has taken the time recently to change this page (the mention of “healthy” seems to apply to the pandemic).

Yet he didn’t think that mentioning that he is an agent in Los Angeles.

As a side note, check out the address bar. Are you sticking around websites that aren’t secure? Me neither. Not to be overly harsh, but he instantly lost our trust.

Here’s another:

Landing on Quiana’s website is like accidentally ending up on a model’s site.

Yes, this is the home page. There is absolutely no mention of either what she does for a living or where.

The homepage image slider does show us, however, that she has a lovely wardrobe, but that’s it. Still no mention of her vocation or location.

And, again, she hasn’t taken the time to provide her visitors with a secure connection. Google has gone to great pains, for some time now, to warn the public that sites that aren’t secure might be dangerous.

“You should avoid conducting any sensitive transactions on these pages—such as logging in, providing personal information, or payment information—browsing insecure sites could put you at risk …” warns the folks at Digicert.com.

According to Google.com, “The site isn’t using a private connection. Someone might be able to see or change the information you send or get through this site.”

Yet these agents want us to trust them with our most sensitive personal and financial information.

No thanks.

By the way, after several minutes of sleuthing we were able to determine that Ms. Watson works in and around Atlanta, GA.

Get the name of the market you serve on your homepage, wherever possible. Change “Search for homes” to “Search for homes in Atlanta,” and “Selling your home” to “Selling your home in Atlanta.”

Believe it or not, people don’t visit your site to learn about your lifestyle, your life philosophy or to witness you promoting yourself. Especially if you’re trying to lure sellers, they want to see how you market homes, not yourself.

Most important, let them know out of the gate that, yes, they’ve landed on a real estate agent’s site and, yes, he or she serves their community.

There are far too many other agent sites for them to turn to. Improve your real estate website and ensure yours lures them in immediately.

16 hacks for real estate websites that drive more leads and listings

Easy Agent Pro Blog, For Real Estate Agents, real estate related

Make moving day easier on your clients and make yourself memorable

When you all shake hands at the closing table (or virtually, as the case may be), your primary job is over. Sure, you need to update your buyer’s or seller’s info in your CRM so you can keep in touch, but, at closing, you drive away feeling good about a job well done.

Your client, on the other hand, has the crummiest task of all looming in the near future: moving.

We know many agents who feel that their job doesn’t end at closing, but after ensuring their clients move on to their next adventure. They offer their branded moving truck or van, free of charge, to these clients.

It’s a brilliant idea for agents who can afford not only the vehicle but the insurance headaches that go along with it.

There are other, less expensive ways to show your clients that you care about them on moving day.

Let’s dive into some of the less-pricey services that agents have passed on to us.

Offer to take on the small stuff

If you have an assistant this one is for you. Offer a concierge service that includes ensuring the utilities at the old home are turned off and then turned on at the new home.

Other services you can offer include:

  • Pet licensing and updating of the address on the microchip.
  • Cancelling services, such as pool cleaning and maintenance, landscaping, housekeeping, pest control, etc.
  • Having cable or satellite service transferred to the new home.

Give them peace of mind

Offer to have the locks changed on the new home and install a smart lock.

Not only is this a task that movers often neglect, but you’re installing your closing gift at the same time.

It’s a twofer.

Get-acquainted-with-the-neighborhood list

Here is another job for an assistant. Have him or her research your client’s new neighborhood for points of interest and everyday type of services.

Do some sleuthing on Yelp.com to find the best-rated:

  • Parks
  • Yoga classes and gyms
  • Restaurants
  • Drycleaner
  • Hair stylist
  • Handyman or handywoman
  • Landscaper
  • Pool service
  • Doctor
  • Dentist
  • Veterinarian

Then, make a list with the company’s website URL, phone number and address.

Boxes, boxes, boxes

It’s the one thing most folks don’t seem to have enough of on moving day. If you have the money, consider purchasing moving boxes emblazoned with your branding.

Let clients know before closing that they won’t need to haunt the local grocery store for boxes because you have some for them.

The moving day essentials basket

Many people don’t even think to box up a few essentials to use when they first get to the home, so it’s a very welcome addition to your customer service list. Consider buying a basket and fill it with the following:

  • Postmates, Grubhub or Uber Eats gift card  (so they don’t have to drag out the pots and pans to make dinner)
  • Trash bags
  • Toilet paper
  • Paper towels
  • Light bulbs
  • Cleaning products, sponges and a scrub brush
  • Bottled water
  • Snacks
  • Pet treats or toys to keep them occupied
  • Anything else you can think of that they may need upon arrival in the new home

Hire some help on moving day

It’s typically that first day in the home, with no furniture present, that new homeowners find stuff wrong. Whether it’s something aesthetic or non-functional, they want it fixed.

Offer an hour or two of handyman or woman service to your clients so that they can get fixed what will eventually drive them nuts.

Or, consider offering a professional cleaning the day before your clients move in. The home should be broom swept so there shouldn’t be too much cleaning left to do.

Customer service after the sale is the most impressive of all. Find a way to help your clients on moving day and they’ll remember.