Rising interest rates are presenting new challenges for buyers, sellers and the agents they work with. If you find yourself struggling to connect with your leads in today's market, consider incorporating these strategies to make a stronger connection and bridge the gap
Rising interest rates for home buyers make buyers, sellers, and agents a bit more cautious. Earlier this month, the Federal Reserve increased its benchmark interest rate by ¾ of a percent, making it the largest hike since 1994. This increase is the third example of rising interest rates that has been enacted in 2022. Combined high interest rates with high inflation has mortgage rates on the rise.
Mortgage lenders base their rates off of the Federal benchmark interest rate. The result is an increase in the average 30-year rate up to 6% from the 3.25% it was at the beginning of 2022. These rising interest rates for home buyers are making housing increasingly unaffordable which is decreasing sales for real estate. In the beginning of 2022, borrowers were paying $1,700 monthly payments on $400,000 mortgages but the recent hikes have them now paying $2,200 on the same size loan.
When you look at the numbers, it is easy to see why connecting to real estate leads is more difficult right now. Fortunately, there are methods and tactics agents can use to connect with leads and keep sales coming in. It takes a bit more strategy and tact but you can still land successful and sizable sales in the current market.
The real estate market is in a state of constant flux. There are times when selling is quick and easy. There are also times when the market is a bit tougher. In these circumstances where interest rates are high and inventory is low, it’s best to take action to set yourself up for success and work with your resources to make sizable sales.
Setting up a system to ease the selling process will help immensely during rising interest rates for home buyers. Here are some ways to help set up a successful system for finding and securing leads.
Find a platform to create and develop a brand. Find your niche and become an expert. This means geographic regions, target audience, and income levels. Developing a solid brand for yourself allows you to advertise yourself as an expert in the real estate field which builds trust in potential clients.
Your sales pipeline is how you convert leads into sales. Establish a clean-cut sales pipeline consisting of in-person meetings, marketing, property showings, placing properties in escrow, and closing on properties. A well-established sales pipeline is key to having an effective system as a real estate agent.
Staying in contact with leads will help convert interest into sales. Life gets hectic and busy and it’s easy for a real estate agent to slip someone’s mind if they aren’t in contact. Nurture leads through regular contact via emails and phone to keep the communication going.
Generating more sales with established customers is much easier than converting new leads. As their real estate agent, you have an established report and trust that you will get the job done. Checking in with past customers regularly will keep the door open for when they are looking to invest in property.
In this day and age, amidst rising interest rates for home buyers, it is imperative to have a well-established and prospering online presence for your real estate business. There are many avenues for online business and it is important to stay on top of all of them. These are the cornerstones of running a successful online real estate business.
Your real estate website is the face of your business. It should act as a one stop shop for everything a lead or client needs. This includes a stellar representation of who you are and what you do. Paint a picture of who you are as a real estate agent. Personalization and selling yourself as a knowledgeable and trustworthy agent will help convert site visitors into leads and sales.
Leads and clients should have access to all your listings as well as organization filters for site visitors to search by listing price to find the best fit for them during this current state of the market. Using proper keywords and SEO tools will help both buyers and sellers find you and your contact information. Sellers looking to put their properties on the market should be able to easily locate your site and contact information.
It helps to include a blog or guide section on your website. This can include buying and selling guides as well as local guides for regions where you have properties. These help generate organic traffic from your target audience to your website which helps attract leads.
Need a great real estate website that helps you connect with more leads? Learn more about Leadsites.
Social media is a powerful tool for engaging and growing your audience. It also provides a means of posting real estate content in the form of helpful hints as well as listings. Having your social media accounts link back to your website helps your online presence grow. Whereas your website acts as a one stop shop for all the information clients need, your social media allows for increased engagement from your target audience.
Choosing your social media platform is an important factor. If you are not comfortable taking videos of yourself, TikTok and YouTube may not be for you. If you prefer photos and informational articles and posts, Facebook and Instagram may be a better fit. Find the platform you are most comfortable with to ensure you will post regularly to keep your audience engaged.
Paid advertising is a great way to attract traffic to your website and help grow your target audience. It is especially helpful for getting your real estate business off the ground. The two main forms of paid advertising are Google Ads and Facebook Ads.
Google ads utilize SEO tools and keywords to place your advertisements and websites at the top of search engines. These are a fantastic option for attracting leads as it will allow you to be one of the first things that come up when potential clients search for real estate in your area. The ads allow you to set demographics based on location, price range, rural or urban, etc. to help attract the right people to your online real estate business. With Google ads, you can also post video ads on YouTube.
Facebook ads are perfect for generating calls to action. Like Google ads, you can set demographics so the right people see your advertisements. The advertisements will take those who click them to a landing page on your website. These are incredibly helpful at generating traffic to your site while targeting leads that are most interested in what you have to offer.
Running advertisements and setting the right demographics is not easy for some real estate agents. Often they require some SEO knowledge to make them as effective as possible. If you’d like to focus more on real estate, consider using an ad service to manage your online advertisements.
LeadSites offers this as an optional upgrade, or as part of their Ultimate+ package. Learn more here, or click here to discuss advertising ideas and options with our team
In the current real estate market, amidst rising interest rates for home buyers, you’ll want to become as skilled and knowledgeable as possible to land sales. Understanding your customers is imperative at this time. It helps you cater to their unique needs and parameters for properties. Here are some helpful tactics for understanding customers so you can increase your sales during this difficult sales economy.
The AIDA Model breaks down the various stages your customer experiences at each stage of the sales funnel. This is very helpful for knowing how to communicate with customers based on what stage they are at in the AIDA model. This is vital for maximizing your ROI and managing your time, energy, and resources wisely amidst rising interest rates.
Begin with their awareness of you. This is done through in-person meetings, online advertisements, marketing emails, or engagement via social media.
From awareness, potential clients have their interest peaked.
Once interest develops, your online real estate business will help them build desire to work with you as an agent.
From there, they will engage with you and become a potential lead.
Returning clients are significantly easier to work with than new clients. With returning clients, you skip many of the steps of developing awareness, interest, and desire. You move straight to action. They know who you are and what you do and have an established trusting relationship with you. Customers would much rather work with someone who has given them successful results than have to sift through different agents to find a good one.
Staying engaged with previous clients helps create and foster a system of communication. Check in every six months or so to see how they are doing and let them know you are available if they need anything. This helps you establish yourself as their preferred agent. Should previous clients want to buy or sell in this current market, they will want to look to you for help and information on how to proceed.
Most buyers and sellers don’t know all the ins and outs of the real estate market. They’ll be looking to agents for knowledge, skills, and experience for getting them the best deal during this time. Use your industry experience to make the process easier for them and help calm their apprehensions about making real estate deals during this time. The high interest rates and inflation of the current economy doesn’t mean clients can’t buy or sell. You are there to make the process as stress-free and fluid as possible. Connecting with leads may feel more daunting amidst rising interest rates, but by utilizing the tools mentioned above, you can still connect with new leads and maintain relationships with existing ones.
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