These past weeks are likely to have been the most testing times you have ever faced as an estate agent.
How are you holding up?
I hope you’re doing ok and can focus on the fact that this is a once in a lifetime event (hopefully) and you are not alone. Every other estate agent is experiencing the devastating consequences of coronavirus too and quite frankly, once you get through this, you will feel like you can conquer the world!
I know it’s not easy. I’m a business owner too, and I am also in the fight to keep my business prospering, so I feel your pain. But I am not one to give up on anything and neither should you. Even when you wake up on what seems like the 765th day of lockdown and you have to drag yourself out of bed for another Groundhog Day, within the same four walls.
Just keep going.
This is the time to gather up all your strength, power, creativity, positivity, energy, knowledge, ideas…and use it.
Sometimes it takes something, like COVID19, to give us that push into the unknown, to lead, to step up, to pivot, and to do it fast, so that we survive.
Now is that time.
You might not realise it, but this could be your time to thrive if you put some simple steps into practice.
Listen, I’ve said it before, but the most common complaint I hear from estate agents is that they are time-poor and I agree that this is probably true…but only to some extent.
It’s easy to be ‘busy being busy’. It’s easy to make yourself believe that you haven’t got time, when in fact you have. The secret is to work hard, but to work smart. Work with intention rather than procrastination.
Find your new normal – we are in week four of lockdown now. You should have made the shift by now from denial to crisis to planning for the future.
It’s time to stop listening to your emotions and actually start thinking about doing some actual meaningful tasks that will help you get through another four weeks of lockdown if necessary.
This is a massive opportunity for you to strike out and connect with your customers on a level that you have never connected before.
But not to sell to them.
There’s a difference.
Pick up the phone to your prospects, talk to people, ask them how they are, chat, find out their plans for when COVID19 is done. Divulge some home moving tips and tricks. Tell them about your plans. Be social. They will remember you.
Don’t talk to your customers about your past achievements. People aren’t the least bit interested in data. No customer of yours will ever call you up because they remember you as ‘that agent who sold 32 properties in March and does free valuations’. Every agent does free valuations, and vendors don’t care how many properties you sold in March, in April…. or ever!
It’s boring and is of no benefit to them whatsoever, even less so now because it doesn’t matter if three weeks ago you were the best estate agent in town. Now, every agent has been forced to start again in effect. Changes have to be made, and if you don’t change, you will get left behind.
Your new customers are currently out there, waiting patiently for the right time to contact you. They just don’t know it yet.
It’s up to you to be visible and make them aware. Here’s how.
1.Know your audience
It’s your job to make people come to the conclusion that you should be their agent of choice. You can do this by not only talking with them but by creating content that appeals to them, not content strokes your own ego. So, you must know your audience, which is, local homeowners and landlords. Find out what they want to know. What are they searching for online? What do they want the answers to?
2. Make regular noise
This means creating content in one form or another every single day. Either on your website blog or news page or social media. The easiest way is to write and post a blog at least once a week and then repurpose content from that post and use snippets daily on your social media. Yes, you’ll need to put in some effort.
3. Start now…and be patient
If not now, then when? Creating content and reaching your target audience is not really a strategy that you can choose to follow any more. It’s a necessity. The world is online, and that’s where you must be to stay visible.
Don’t put it off any longer. The longer you delay, the longer it will take you to gain traction.
Talk to your prospects through your content. Offer useful information and spread kindness. This will be remembered!