The industry has long been renowned for moving fast, and now with new research data showing that up to 50 per cent of sales are won by the first responding agent, it is even more important to be the early worm. The co-founder of video messenger tool Busivid, Helen Mitchell, offers these five golden rules to get the jump on your competitors.
1. Don’t faff
According to Ms Mitchell, a recent survey by CoreLogic revealed that the hallmarks of service excellence are “surprisingly clear”.
“Agents who communicate promptly and get back to their vendors or buyers are perceived as more trustworthy, reliable and ultimately a better bet.
“The survey identified one of the biggest complaints from people working with agents came down to the simple act of being slow to respond.”
2. Access tech tools
Be aware of apps and time-saving software that can make your life easier, the co-founder says.
She adds that your smartphone offers a variety of productivity tools that can set you apart from the competition.
“Consider dedicating a couple of hours each month to reviewing new apps designed for sales or marketing. You could even suggest to your team that everyone reviews an app as part of your sales meeting to get others involved and share the load.
“The ability to connect to a client via a video message is not only simple; it’s disproportionately high leverage when it comes to building the relationship and trust.
“Whether you use the camera in your smartphone to film yourself or some aspect of a property, the ability to then send that video with your logo and tracking so you get push notified when the video is watched or shared is ground breaking.”
She says that early adopters are identifying themselves as unique agents and closing more deals.
3. Get emotional
The power of video lies in the high emotional content and engagement it offers, Ms Mitchell says.
“Customer testimonials can be transformed from lifeless words to heartfelt stories told by real people,” she says. “Property tours are viewed, shared and liked in a way pictures and words could never hope to achieve.”
Ms Mitchell adds that it is hard to ignore that 73 per cent of vendors report they would list their property with an agent that offers video as part of their marketing plan.
4. Be memorable (in a good way)
“Video is like a modern-day word-of-mouth campaign on steroids,” Ms Mitchell continues.
But the trick is to keep it real.
“Don’t fuss too much about the production quality if it means you delay getting it done.
“Consider creating a monthly market report as your first project. It positions you in the eyes of the viewer as an expert, and if you aim for just 10 videos in the year, it will make you memorable and do wonders for your online presence.”
5. Measure and get strategic
Ms Mitchell says that your time is money, so measuring and getting strategic is key right now.
“Aim to review your lead gen activities at least once a quarter.
“Make a list of all the things you do to get your name out there and win business, then get real about how effective these activities really are.
“Can you identify a sale or client won by a Facebook campaign or post? Is Instagram converting for you? Tried tweeting?”
Give marketing activities at least three months of dedicated focus, the Busivid co-founder says, and then step back to review what’s working.