Real estate business

How to Attract a Real Estate Business Instead of Chasing It

1. Build your database

Your database is the cornerstone of your business. A growing database is a sign of a growing business. What do you regularly do to add people to your sphere of influence and database?

Whether you add people through online lead sources, open houses, or any other form of prospecting, the more people you add to your database, the more opportunities you will have to serve.

Here are some ways to make sure you have everyone you should have in your database.

  • Make sure you have all the owners you know in your database. You never know when they might decide to sell.
  • Make sure everyone you pay for services is in your database. From your dentist to your barber/hairdresser and everyone in between. Anyone you have paid in the past should be included.
  • Include all your family members and friends. Even if they don’t buy or sell, they can still be great referral sources.
  • Include the parents of your children’s friends.

When you focus on building your database, you’re building a foundation that leads to growing your business.

2. Communicate consistently with your database

Having a large database does not guarantee sales. People do business with people they know, like and trust. Constantly communicating with your database will help them get to know you; providing them with valuable market insights will help them start liking you. Consistency breeds trust and trust leads to business.

Here are some ideas on how to communicate consistently with your database:

  • Send weekly or monthly newsletters by email.
  • Send automated real estate emails with properties that affect their home value or match their search criteria if they are future buyers.
  • Highlight upcoming community events. While these may not appear to be related to your real estate business, every communication that goes out need not be real estate related if you are adding value and building trust.
  • If you communicate regularly with your database, you will be in the lead when people in your database decide to buy or sell.

3. Produce valuable content

We live in amazing times where valuable content helps people find you. Focus on content that real estate buyers and sellers are looking for. Producing real estate content like neighborhood reports, real estate sales updates, and to-do lists for prospective sellers will lead to sales opportunities.

By providing the information buyers and sellers want, you’ll start to see buyers and sellers who are ready, willing, and able to seek you out.

4. Grow your social media followings

The wider your reach on social media, the more opportunities you will have to grow your real estate business.

Increase your number of friends on Facebook, your connections on LinkedIn and your following on Instagram and TikTok. Besides posting quality content and using hashtags, here are some ways to increase your social media connections.

  • Follow your ideal customers or send them friend requests or connection requests
  • Like and comment on your ideal client’s posts
  • Add value with thoughtful comments on local news pages in your area
  • Find hashtags your ideal client might follow like #movingto(your city) or #(Your City)Life. Search hashtags for the most recent posts with that hashtag and request a connection with people who posted using that hashtag.

The extra connections made on social media now will pay dividends for years to come.

5. Promote other people on social media

Post information about people and businesses that have a positive impact on your community. These can be restaurants, volunteer organizations or people who are actively involved in your community. When you feature them, they often re-share your post with their audience. It’s a great way for their audience and followers to find you.

Because you are a positive light for your community, your business can only grow.

These simple steps provide the manual for business growth. Don’t complicate things. Build your database, expand your social media reach, and deliver consistent, quality content to your database and online.

Most people don’t need to be taught; they simply need to be reminded. This is your gentle reminder to focus on the basics, do them well, and allow your communication to be authentically you. By following this action plan, results will follow.

Jimmy Burgess is the Director of Growth for Berkshire Hathaway HomeServices Beach Properties of Florida in Northwest Florida. Connect with him on Facebook or Instagram.



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