According to our New Year survey, one of your main concerns as an agent is connecting with your real estate clients—and with good reason; according to Gallup, “customers who are fully engaged represent a 23% premium in terms of share of wallet, profitability, revenue, and relationship growth over the average customer.”
That’s why we’ve rounded up a list of easy, intermediate, and advanced ideas to help you stand out from the crowd, connect with your realty clients, and foster brand loyalty.
Easy Engagement Ideas
Ask for Your Customers’ Opinions
How often are you inviting clients to engage with you through social media posts? Don’t leave it up to them to take initiative to comment on non-conversational content—ask them direct questions! Post polls that make it quick and easy to toss their hat into the ring (e.g. what aspects of home ownership are most important to them? Would they rather have a big yard or big kitchen? Do they think the Pantone color of the year would make a good exterior color?) You'll never know unless you ask!
Reply to Comments
You’ve invited your clients and leads to engage and they’ve shared; now maintain momentum by keeping the discourse going. If you’re worried about spending too much time responding to a slew of comments, don’t worry—most people are happy with a short sentence thanking them for their post or a single post thanking everyone for participating. Liking or “reacting” to comments takes mere seconds and lets clients know you’re listening and that they’re not shouting into the void.
Celebrate Clients’ Big Moment
After you’ve closed on a property, take a celebratory photo with your clients and share it on your website and social media pages. Your clients will appreciate the commemoration of their big moment, and you can share in their happiness while personalizing your work for future clients.
Handwritten postcards (or printed at Costco, if your penmanship is a little rusty) are a classic way to stand out in a world of impersonal, curt business formalities. You can customize your postcards to be funny, memorable, or helpful; even better if you can share a photo that personifies your brand, like a collage of sold properties or happy first-time homeowners.
Intermediate Engagement Ideas
Go Behind the Scenes
Give your clients a feeling of being in-the-know by sharing sneak peaks of fresh listings, renovation efforts, and real-time walkthroughs of exciting properties. Use the “stories” feature on Instagram or go live on Facebook to share fun details and help clients imagine the listing in its full dimension.
Run a Contest or Giveaway
Brands of every industry harness the interest of giveaways and contests, like Texas theater chain Alamo Drafthouse, who routinely have fun contests that allow patrons to show off their trivia knowledge or costume making skills to win tickets or swag. You decide the terms of participation—like and subscribe, use a special #hashtag, leave a comment or share a photo—both parties will enjoy and benefit from this tried and true customer engagement method.
Create a Client Testimonial Packet
Collecting reviews and feedback for a testimonial packet is a great way to remind previous clients of their experience with a super friendly, attentive realtor they can refer to friends and family, and creates something to give new leads that conveys the level of expertise they can expect when working with you.
Post High Quality Photos
Sharing artfully composed, well-lit photos of listings can pique the interest of potential clients looking through bloated, uninspired newsfeeds. Home Designers Tara Mangini and Percy Bright of Jersey Ice Cream Co. garner thousands of likes, views, and comments by posting photos of eye-catching details and immersive scroll throughs that create a 360◦ experience of finished and in-progress home designs.
Advanced Engagement Ideas
Create a Community Page on Facebook
Come from contribution and create an informative page for your community or service areas. Post recommendations, free entertainment ideas, and local news to amuse and engage residents and hopeful homeowners alike, while building name recognition and trust for yourself.
Organize a Local Event
Clients will appreciate the VIP treatment and firsthand knowledge that comes from a guided neighborhood tour, which shows off listings in a new light and can help them to imagine living in the area. A charitable event is another great way to stoke brand loyalty while promoting and uplifting causes important to you.
Develop a Helpful Chatbot
Chatbots can be used to meet the demand of around-the-clock availability many clients expect when seeking customer service and advice. There are many free and payable options available to help you develop a chatbot that can answer realty-related questions when you’re busy servicing other clients or unavailable after hours.
Regardless of the time or money available to you to spend toward customer engagement, there are many memorable opportunities to connect with your clients that create the experience they’ve come to expect when hiring and working with an agent.
What are your favorite ways to connect with your clients? Have you attended one of our classes to learn how to leverage your KW Technology, like the newly developed KW Command, to grow customer engagement? Leave a comment below and share what’s worked best for you!