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Want to increase your volume? Here are three things you need to dial up too
This article will give you tips on prospecting, digital tactics and using print to make sure people don’t forget who you are. But before we get into it, stop and think for a moment.
Imagine you’re at the grocery store, shopping for bread. You get to the shelf and the brand you want to buy is out of stock. You scan for a while, then grab another brand because it’s available and you need it now.
The exact same applies to real estate – your marketing is like having your brand on the shelf. If you’re not there when someone is looking to list, you will lose the sale.
It’s a tough market out there so being top of mind is more important than ever. Like most agents, you’re probably seeing a decline in volume in your core areas, and one the best ways to increase that is to get busier in your local area.
Here’s how you can do it.
1. Get busier prospecting. The 20:1:20 rule
There’s no getting around this (unless you’re willing to invest heavily into paid ads). To increase your activity you need to prospect.
To help get through your calls, it’s recommended to set time in the day, early on, set your target and call until you reach it.
To recap, one of the best ways to achieve your listing targets is the 20:1:20 strategy:
- 20 meaningful new connections every day (taking as many calls as needed to get there)
- 1 meeting secured from those 20 connections
- 20 meetings per month.
From those 20 meetings, you should secure 3-4 listings. Growing listings by that number per month will provide a solid foundation for turnover and if you do a good job, you’ll continue to gain referrals off the back of each sale.
Taking the advice of Hanan Cawley, stand up and walk around while prospecting, and make sure you have a smile on your face (this will translate positively through the phone line and make the prospect feel more at ease with the call).
And use this powerful question (Jason Adcock’s go-to): “What’s your current situation?”. This will open up a conversation and give you the info you need to direct your approach to the call.
2. Increase your paid digital marketing: Think of your ads as “shelf-space”.
It’s no secret that people are more receptive to brands they are familiar with, and your brand is no different.
By increasing your marketing volume across letterboxes and online, and maintaining a consistent ad spend, you’ll always appear available to your prospective vendors.
In a recent article leading marketing professor, Byron Sharp uses the analogy of a physical product. If someone is searching for an agent, and you don’t appear in their search, they’ll just choose what’s available. As he says:
“An important implication of realising that paid search is like shelf-space is that (like shelf-space) it needs to be always on. Turning it off is like closing the doors of the store, or having a stock-out.”
If you’re an agent who turns ads on and off based on settlement funds, between listings, or because you didn’t see an immediate surge in enquiries you’re effectively invisible when your ads are off (and letting your competitors steal space in your prospects minds.
As a bonus, too, brands that continue investing in marketing during a downturn also see a HUGE uplift in market share when the market bounces back. You can read more here: How to grow your market-share during a downturn.
3. Increase your physical presence: Print is not dead.
Because of the short-termism we find in real estate, many people jump around to look for the next shiny thing. But it’s a flawed approach, and while your competitors are distracted by the next AI tool, you’ve got the letterbox all to yourself.
Commit to monthly letterbox drops promoting:
- Just listed
- Just sold(s)
- Market reports, and
- General branding to reinforce your point of difference.
Look for branding opportunities in your core suburbs:
- Bus stops/bus wraps
- School sponsorship and events
- Local team sponsorship
- Local community not-for-profit support
Keep your branding consistent, and don’t spend too much time overthinking the content – keep to a single message per item, keep it engaging, and then send it out.
While it is likely it will go from the letterbox to the bin, by seeing your brand consistently you’ll begin to embed into people’s minds… which loops us back to point one. When you’re familiar and your name rings a bell, your prospecting will become easier.
When it comes to prospecting, often the only thing holding you back is yourself. By pushing through the hesitation and building a daily habit, it will become easier and easier.
As for your marketing, if you’re feeling that you’re not getting the permission to stand out and do things your way maybe working for yourself is something to consider. You’ll call the shots and be free to market yourself in a way that’s unique to you.
Ready to really make a name for yourself? Build your own brand and partner with UrbanX today.
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