Realtors: Why use Referral Marketing
17 August 2018
There’s no doubt about it. A lot of baby boomers are going to be selling their homes this year. In fact, by some estimates, and depending on the location, upwards of a quarter of resell homes listed will be from this demographic.
Chances are, in your market, there are boomers — possibly several — looking for a good agent right now.
How do you land more of these clients?
Let’s take a closer look at how these homeowners find and choose an agent, and how you can improve your real estate marketing to get more of these real estate agent leads.
Insight #1: Boomers value personal service.
Boomers, most of them in their late 50s and 60s, come from a time when companies — the good ones — went out of their way to provide excellent service. That’s why these homeowners are particularly sensitive to poor service and particularly appreciative of agents who are helpful, are trustworthy, stay-in-touch, and go the extra mile.
How do you use this insight in your real estate marketing?
Make sure your agent website reflects the great service you provide. List your glowing client testimonials. Make sure your contact information is complete, so prospects know you’re easy to reach.
Also, stay in touch with boomer real estate leads in a way that builds trust and positions you as the kind of agent they want to work with. The best way to do that is by using a proven lead conversion system which features a real estate direct mail newsletter (with helpful articles and your personal messages) and other tools.
Insight #2: Boomers seek recommendations.
Boomers are far more likely to find an agent via a recommendation than from seeing an ad. Most boomers have large personal and professional networks — friends, work colleagues, neighbours — and have plenty of opportunities to ask, “Do you know a good real estate agent?”
You want to make sure you get those real estate referrals.
How? One of the best sources of referrals is your past clients, especially if you have boomers among them. So, you should have a good client referrals system in place to stay in touch with those people and build loyalty.
You should also build out your business referrals network, particularly those who have many boomer clients. Use a good real estate CRM and cultivate these relationships. Remember this motto: Any week is a great week to invite a referral source to lunch!
According to an article in the Wall Street Journal, boomers are expected to be listing homes in record numbers for the next 20 years. So, if you want a boom of new boomer clients, incorporate these insights into your prospecting and real estate marketing efforts.