5 Steps to Optimize Your Digital Strategy

Many real estate agents are using the Internet and technology incorrectly – and it’s costing them. So says Chris Smith, co-author of Peoplework: How to run a people-first business in a digital-first world. By using technology the right way – as a means to initiate real conversations with real people – you can become a lead-generation master.

Here are his best tips to maximize your digital reach:

1. Make an honest assessment

Agents should go to their website, spend five minutes on it and ask, ‘would I hire this person?’ Next, look at leads and closings and calculate how much you’re spending versus how much they’re returning. Spend money on what’s working.

2. Invest in quality design

Investing in the design of your website is what makes people trust you on the Internet, Smith says.Check out firms like Canva and 99designs for help in designing websites, flyers, emails, listing presentations, social media images and blog post images. Sites like PicMonkey can help with photo editing.

3. Enlist the help of a web-savvy partner

If you can’t afford to hire someone to manage your digital presence, then it’s vital to have someone on your team who’s passionate about technology, online marketing and social media. Elance is a great source for hiring freelancer designers and writers.

4. Provide relevant, high-quality content

Blogs are helpful in starting conversations with people, but only if your blog content provides information and insight that people need. Hire freelance writers to write high-quality blog posts, and use Facebook to promote those blog posts. It’s also helpful to create a Page on Facebook for each listing with a professional photo, compelling headline and information on the property, without including the price or address – this prompts people to follow up.

Sites like BuzzSumo can give you suggestions on what articles to share in emails. Companies like Happy Grasshopper, an email-marketing firm, can help there as well.

5. Target your follow-ups

Email, followed by a phone call is a great way to follow up on leads, and those who open what you send them are the ones you should contact first. Send mass emails once a month to everyone in your database, and call those who open them the next day, he suggests. Responding to comments and queries generated by your online content is also an important form of following up.

Read more about Chris Smith’s tips here.


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I’m reading this on Google+, yet there is no mention of the importance of a Business Page and Google in terms of search. You can have the most fantastic website in the world, but if people can’t find you, you’re toast. Facebook is useless unless you direct people to the Facebook page of the home. As with anything, it is all about being “discovered” or “found”, and the only way a business is going to get leads is to able to be found by your audience, and the only way for people to find you is by utilizing Google. Blog, Post, Google+, Business Pages, Relevance…. it’s marketing, it’s free, and it MUST be utilized. ~ And I am not even in real estate… except that I am marketing my “Home For Sale Columbia”! Websites are important, but all sales is about building relationships and the only way to connect with people is a Business Page!

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