There’s one thing we can all agree on: The pandemic forced everyone to change the way they do business—especially in real estate. But now that things are gradually returning to normal, the changes we had to make two years ago have resulted in a wave of new consumer expectations that likely won't go away anytime soon.
Driven by societal changes like being able to order your groceries from an app or getting your favorite restaurant to deliver straight to your door, consumers are now looking for an easy button for real estate, as well. Thanks to technology, they now can search for and purchase a home entirely online, though most consumers still prefer to work with an actual human to help them through the process of the largest transactions in their life.
That said, the shift in consumer expectations does create some interesting challenges for brokers. Here are the three challenges we’ve heard from brokers, and some tips on how to respond.
How can I set up my business to adapt to new consumer demands?
Consumers expect everything to be online. They expect to be able to do things from the comfort of their own home or out and about on their phone. Plus, they expect everything to be connected—one login, all-digital, mobile-friendly.
You can give your clients the same experience in real estate, so long as your technology connects your brokerage to your agents at every step of the real estate process. The center of this process is the transaction. So having tools that connect to your transaction management solution like eSignature, ordering title insurance or home warranties, or even hiring movers will help your agents deliver a complete—and completely unmatched—experience to clients.
Another way to stay ahead of changes in consumer demands is to invest in your market knowledge. Consumers cannot get this kind of information on their own, meaning your brokerage will be able to provide clients with timely, accurate information they can’t get anywhere else.
How do I optimize my digital presence?
When thinking about improving your digital presence, it helps to ask yourself:
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What digital tools will help my agents improve their client interactions?
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What digital tools will help my agents focus less on data entry, and more on their clients?
Technology should work for us, not against us. So, when thinking about implementing new digital tools for your brokerage, remember the goal is always to free your agents to do what they do best: Work with people.
With a good CRM in place, like LionDesk or Propertybase, your agents can set up their leads and clients on drip campaigns to automatically follow up and keep conversations flowing, without having to lift a finger. They can then take the client experience a step further with Transactions (zipForm Edition and TransactionDesk Edition), adding on eSignature, plus dozens of other connected solutions, for an easy, effortless, and complete closing experience.
How can I capitalize on consumer behaviors and get more business?
97% of buyers and sellers use the internet in their home search, and 52% of brokers believe social media gives them the highest number of quality leads. It stands to reason, then, that optimizing your website and social media strategy can help you bring in new leads and clients for your agents.
If a consumer is on your website, they’ve likely moved past the stage of simply browsing listings on Zillow or Redfin and are looking to connect with an actual agent. It’s important to offer your consumers more than just a listing search, but also to paint a picture of what it is like to work with your brokerage. From a clear and compelling homepage to an easy-to-navigate listing search—the easier your site is to use, the better the impression you make on new consumers.
Pro tip: Capture your consumers contact information by giving them something in return. A home valuation or CMA is a fantastic way to turn website visitors into real leads.
For social media, digital marketing is an easy and effective way to increase your listing exposure and brand reach in target areas. Once you’ve found new leads, you can bring them into your CRM to nurture them further until they’re ready to buy or sell.
Lone Wolf’s family of brands pulls together all the top tech solutions for your brokerage. From digital transactions to eSignature, CRM, and digital marketing—we help your business thrive with the latest and greatest in real estate tech. Find the solutions that are right for your business needs with Broker Cloud: https://www.lwolf.com/products/broker-cloud.
