How understanding your consumers can skyrocket your real estate sales growth

How understanding your consumers can skyrocket your real estate sales growth

Did you know that businesses that leverage consumer data outperform their competitors by over 85% in sales growth?

Yep, that’s a big mouthful of industry jargon to choke down so to make it easier, I’m going to go through how understanding your ideal clients in your real estate business makes it easier to market to them and get results.

Most realtors start with no real knowledge or training on how to build, manage, and grow a real estate business. It’s a shame. With more support and guidance, the industry’s failure rate (currently over 87%) might drop and give more agents a chance to make it through their first few years in business without having to throw in the towel.

The agents who succeed have one thing in common: They know who they serve and have a plan to make it happen.

Many factors influence how a home buyer or seller will perceive a marketing message. You need to understand how your consumers operate long before you put out a message to make sure you’re showing up in the right place, a place where they’ll notice and pay attention to what your real estate business has to offer. Imagine marketing to seniors on Snapchat. It just doesn’t work.

For example, the “Traditional” generation relies on cable television and print newspapers whereas a millennial is more inclined to use search engines and social media to connect with local businesses and seek information. Even slight demographic variance between different millennials can impact which social media platforms are best suited for your real estate business to have the biggest impact.

Using and collecting consumer data, in layman’s terms, means keeping track of your ideal client and how they interact with the world around them. Everything from their daily routine to their political affiliations can impact the success of your marketing.

When you start to build a marketing plan and put yourself out there, it’s important to keep track of both what works and what doesn’t so you know what messaging resonates best with your audience and can continue to deliver them exactly what they need exactly when they need it to build a relationship with your brand.

Before you get going, make sure you have a good understanding of your market, the type of audience you plan to serve, and how to get your marketing message in front of them at the right time. Crafting the right message only works if you put somewhere that the right person is going to see it and take notice.

Be one of the businesses that see 85% growth in sales by understanding your consumer.

Looking for help taking your business to the next level with a clearly defined marketing and business strategy? Let’s set up a 20-minute consultation and get you moving in the right direction. Click here and fill out the form to get started.

Building a loyal audience for your business

Building a loyal audience for your business

One of the biggest components of growing a business organically is building an audience of loyal and raving fans. A dedicated audience should know who you are, trust the quality of content you provide, and be happy to share your brand when they hear of someone in need of your services.

Chances are, your business has competition.

Instead of focusing on what they’re doing, focus on making sure that you are the go-to and the service provider that people know and trust to do better. What better way to showcase your success and quality than by having other people support what you’re doing and cheering your name when they see someone needing help in your area of expertise.

Building that kind of loyal following isn’t as difficult as it seems, but it does take some grit, consistency, and dedication to helping others.

Here are three tips to build your fanbase, keep them engaged, and have them do some of your marketing for you:

Give more than you take

You’ve heard it a million times but I’m going to say it again for all the people in the back: Lead with value! Prove to your audience that you are a wealth of knowledge and can help them solve their problem and get on the right path. If you can help your followers, they will be thankful and come to you when they have another problem in your area of expertise. 

This is how client loyalty and brand loyalty is built. The foundation is set by delivering first and becoming a voice of authority and industry knowledge.

Reward people for their loyalty to your business

What better way to encourage brand loyalty than by rewarding it? Two factors are at play when you take this approach. First, the theory of reciprocity states that people like to do things for you when you do things for them. Second, people like to feel special and like they’re making a difference. Rewarding loyalty encourages your audience to share your content with their network and be a source of referrals when they hear of someone in need of your services. Rewards help build healthy and positive client relationships.

Be transparent and honest

This buzzword might be a no-brainer, but let’s dive into it for a second. Why would someone support something they don’t believe in or understand? By being transparent and open with your client base, they get to know your business inside and out, and most importantly what it stands for and against. If your core values align with theirs, they will be more inclined to support your enterprise—and know you’re being honest. It is important that your audience feels your business is ethical, supportive, and has integrity.

Building a loyal audience for your business means never wondering where your next client is hiding. It encourages them to build a relationship with your business, believe in your quality of service and integrity, and eagerly refer you to their sphere. Inbound leads are the easiest to convert because they come with an established sense of trust in your brand.

Looking for help taking your business to the next level with a clearly defined marketing and business strategy? Let’s set up a 20-minute consultation and get you moving in the right direction. Click here and fill out the form to get started.

Three things you need to do before running paid ads

Three things you need to do before running paid ads

It’s easy to get caught up in the hype of Facebook Ads and Google AdWords when the internet is abuzz about paid marketing success stories. A good paid ad campaign can drive targeted quality traffic to your website and convert into leads or paying clients. The caveat is you have to do it right.

With all the advertising and marketing tools in the world at your fingertips, creating a paid ad has never been easier. Gone are the days where you had to consult the advertising department of a newspaper or magazine to get your listing in their publications, now it’s as easy as a few clicks and entering your credit card number.

Because it is so easy to run an ad on social media or search engines, a lot of small business owners take the steps to boost their content without taking the big picture into consideration or having the fundamental knowledge of how to achieve high-quality results on these advertising platforms.

Here are three key steps to building a successful advertising campaign you need to know before you start:

Set a specific goal

When you create a Facebook Ad, the first step is to choose an objective. This is where you bring your goal to life (and is applicable to every other advertising platform as well). What are you trying to accomplish with your ad? You need to be specific about this. Being specific about the goal of each specific ad will help you chose your objectives and create content that is directly relevant to achieving your desired result.

 If your goal is brand awareness, you need your brand front and center in the ad content. If your goal is lead generation, you need a tasty offer and a way to capture contact information that’s easy to navigate for the person who clicks your content. Ambiguous ads do not perform well because people are not motivated to engage with content that has no direction, you need to direct them to a specific objective and make it easy to follow through.

Have systems in place

Running an ad with a pretty picture is nice, but a huge waste of money unless you direct people somewhere they learn more about what you’re offering and enter their information. This means directing people to a specific landing page or lead capture that is directly related to your advertisement. From there, you need to send an instant response or risk losing their interest entirely, website attention spans are short. 

When someone signs up for online content, they expect to have what they signed up for within seven minutes. To do this properly, you need a system in place to automate the process and track your results. Running a general non-specific ad to the front page of your website will not garnish the results you’re looking for. After you’ve captured information you need a follow up sequence ready to nurture those leads until they’re ready to pop.

Test everything

Every audience behaves differently. While you can predict behaviour based on demographics, sometimes their actions and interests are surprising. The best way to guarantee you’re getting the best results for your ad spend is by testing different types of content. Every piece of the puzzle should be tested and optimized so that you can spend the most money on the highest performing content and get the best results. 

Test everything including your landing page, follow up sequence, ad image or video, and the text descriptions. Even if your ad is performing well, make sure it couldn’t be performing better by testing your options. The more you test, the easier it is to build future campaigns that resonate with your specific audience the first time around saving you time and money.

Paid advertising is a great tool, but it is incredibly misunderstood as being so easy anyone can do it and be successful. The truth is it takes a lot of planning, testing, and hard work to get the best results and achieve the results you’re hoping for.

Looking for help taking your business to the next level with a clearly defined marketing and business strategy? Let’s set up a 30-minute consultation and get you moving in the right direction. Click here and fill out the form to get started.

Marketing and selling to different decision making personality types

Marketing and selling to different decision making personality types

This week, two of my connections tried to sell me their services.

I was on the fence a bit with one, they have a phenomenal offer and it’d probably benefit my business greatly. As soon as they said “What if I told you you could grow your business 3x in two months?” it was over.

A ‘maybe’ that would’ve probably organically turned into a yes became a hard NO really fast.

It has nothing to do with their offer, it has entirely to do with my personality and their style of objection handling. I like facts, processes, and systems to support claims. Bold statements make me shudder.

For my type of person, “My program helps you by giving you a step-by-step process and an accountability partner” would’ve sealed the deal.

My money would’ve been gone faster than I could blink.

If you’re a salesperson or marketer, one of the most important skills you can develop is the ability to detect personality traits in your potential clients and respond to their needs. The majority of sales and marketing comes down to psychology and understanding how your target audience thinks, feels, and reacts.

If you don’t understand the people you’re trying to work with, you’re either going to push a lot of them out the door or not attract them to your service in the first place.

Here are four decision making personality types and how they impact your sales and marketing results.

Amiable

Amiable personalities value relationships and deeply personal interactions. They enjoy getting to know their salesperson the same way they’d get to know their closest friends and will often ask unrelated personal questions to build a relationship. Chances are they didn’t do a ton of research before walking into your store or stopping by your website and want you to explain it to them directly.

They want to know the results of your service and to have a vision of how their life may look with your help, hard facts and statistics mean very little to this personality type. Amiable people want to feel like they can trust you the same way they trust their best friend and appreciate being treated with the same personal interest.

Humanist

Humanists rely on their intuition and personal convictions to make a decision. Like amiables, they care deeply about personal relationships and want to feel that as a salesperson, you have their best interests in mind. They care deeply about the effect their actions will have on others, and even more how other people like them have benefited from your service/product.

Humanists speak in blanket statements as if they have all the facts, but are double checking to make sure their information is correct. They are often emotionally driven but have solid convictions and will stick to them at all costs. Facts and figures aren’t as important as the effect your service will have at furthering their personal goals. When speaking to a humanist, summarize after every long explanation. They appreciate the information but rely on simplicity.

Dominant

Dominant personalities are assertive, decisive, and know exactly what’s best for them. They expect information immediately with no dancing around the bush. It’s easy to identify a dominant personality based on the initial questions they ask. Instead of “How does your product solve XYZ problem?” they’ll say “I need to solve XYZ problem.” They don’t care about being your friend, rather how exactly your service can directly benefit them.

Give them information quickly to satisfy their need to make a quick decision. Dominants are confident and sure of their ability to make an informed decision, but enjoy learning about results. Dominant personalities are entirely faithful, if you deliver on your promises they’ll be your biggest advocates and keep coming back.

Analytic

Naturally, analytic personalities are curious and like to weigh all of the information before making a decision. They want to know facts and figures even if they’re entirely unrelated to their specific problem. Analytics often take a long time to make a decision while they weigh their options and analyze the information given to them. Don’t push an analytic person to make a decision, they will come to it on their own and run away if they feel pressure to decide faster. 

Chances are, they’re already well researched before they come to you. Give analytics facts to support your claims. If you say you can grow their business, they need to know exactly how. While most types care about the results, analytics care about the process and understanding how things work.

If you made it this far, you’re probably an analytic or dominant decision maker. The people who stopped shortly after my story ended are more likely humanist or amiable.

Learning to read how your clients make decisions will help you tailor your marketing and sales delivery to suit their personality and improve your results. The only way to learn is to practice. Listen to their needs and watch how they respond to what you put out.

Looking for help taking your business to the next level with a clearly defined marketing and business strategy? Let’s set up a 30-minute consultation and get you moving in the right direction. Click here and fill out the form to get started.

Optimize your social media profiles for better business connections and growth

Optimize your social media profiles for better business connections and growth

If you use social media for your business in any capacity, it’s important that people know a few things about you and your business as soon as they click on your profile.

Social media is all about creeping. You see a post in a group, on a page, or on your friend’s wall and want to know who the people commenting are. While twenty years ago finding out a ton of information about someone without first introducing yourself was borderline stalking, it’s become the norm through social media’s easy to access information and front-page profile system. Imagine your profile as a first impression with a potential client, it has to be memorable and relatable.

The public elements of your profile can work to your advantage if you position yourself well and highlight the most important information that someone who’s never met you needs to know before connecting.

Profile picture

If your profile isn’t a picture of your face, you’re deterring more people than you can imagine. People often forget the ‘social’ part of social media. This is the biggest difference between an online message, a phone call, and a face-to-face interaction. Subconsciously, by not having a conversation with your ‘face’ your audience cannot build the same level of trust with you through the internet, even if it’s just a still photo. If you’re not showing who you are, nobody knows who they’re interacting with. It’s too easy to pretend to be someone you’re not on the internet. Give your audience something to recognize.

Cover photo

If your profile isn’t a picture of your face, you’re deterring more people than you can imagine. People often forget the ‘social’ part of social media. This is the biggest difference between an online message, a phone call, and a face-to-face interaction. Subconsciously, by not having a conversation with your ‘face’ your audience cannot build the same level of trust with you through the internet, even if it’s just a still photo. If you’re not showing who you are, nobody knows who they’re interacting with. It’s too easy to pretend to be someone you’re not on the internet. 

Short Bio

On every social media platform, there is a small space for you to create a custom introduction for your audience and anyone who visits your profile. This section usually allows for 150 characters of shameless self promotion. The best bios tell your audience what you do quickly, like an elevator pitch, in a way that entices them to want to learn more. Understanding your ideal client and their goals is the best way to craft a bio that speaks directly to their needs and wants. Don’t underestimate the power of a quick introduction and summary of how you can solve their problems.

Intro Section

Facebook added the intro section in 2016 and a huge number of people still haven’t figured out how to use these highlighted snippets of information to their advantage. Instead of sharing what college you went to and what year you joined Facebook, consider using this to showcase your business page. If you’re a locally based business trying to connect with local clients, like a real estate agent, make sure to include in this section where you service. The best way is by adding your current city. You can also include websites and featured images to introduce profile visitors to your funnel.

Optimizing your personal profiles on social media is critical to your success in creating new connections and building meaningful relationships through engaged interactions. If you want to make the most of your social media profile and use it for more than browsing dog memes, the first step is making sure your ideal client knows what you do and understands the value you provide.

Looking for help taking your business to the next level with a clearly defined marketing and business strategy? Let’s set up a 30-minute consultation and get you moving in the right direction. Click here and fill out the form to get started.