You never knows where your next real estate lead may come from.
It could be a referral, an inquiry from a web lead, etc… but do you really want all of them?
Leads could be from a first-time home buyer, some one relocating, Short Sale, foreclosure, etc – but are you ready and willing to be of help and try and work these leads any and all cases?
In town? 5 miles east? 10 miles west? 2 towns over? – again… are ready and willing to be of not only be of service but work any lead in any and all cases? I say its better to be a master at one thing, instead of a disaster at all things.
As a real estate investor, typically, you’ll work any lead you get because you probably not getting enough of them. So anyone looking to sell.. you probably say that you’re happy to be of service. You will provide them with the proper answers to all their questions, deftly handling all their concerns, establishing trust and you’ll see the deal through to the end.
You’ll do this because you are competent, smart, experienced,eager, personable, capable and ready. Unfortunately the task of creating this impression online is not as easy as being yourself.
One of the biggest hurdles we have in the planning stages of developing your real estate website is that you want to make your site a clear reflection of your business model, and this is a nearly impossible task.
The challenge might be quickly summed up in the old adage: If you try to please everyone, you end up pleasing no one.
But there’s more.
Instead of seeing your online presence as a reflection of your business, it needs to be seen as an extension; a tool to effectively attract business.
Blogging for business in real estate is about building trust that leads to relationships with the audience you reach. In order to establish that trust, you need to be seen as competent, experienced, and savvy – the perceived expert.
Now consider the amount of content that will need to be created to establish this impression by your full spectrum of potential visitors. First you will need to write exhaustively about every area that you’re competent to cover. Then you’ll need to tackle all the common questions, concerns and challenges of every potential buyer/seller you could work with.
Once you recognize that you can’t and shouldn’t please everyone, and that any attempt to do so will in fact have you impressing no one, then you can work on who we should attract and impress.
Instead of seeing their online presence as an a reflection of their business, it needs to be seen as an extension; a tool to effectively attract business.
So the question we ask is: “If I need to generate 12 closed deals over the next year, and they all had to be from the same sort of niche, how would you define them?” If you can’t define them, you certainly cant find them!
My intention of this post is to help you layout the path for new business, business that you want and expect. With attracting buyers for example:
What community do they want to live in?
What price range?
What sort of RE experience do they have?
What is their income?
How old are they?
Where are they from?
You get the idea.
Narrow the focus of your content and calls-to-action so that you avoid trying to attract and please just anyone. Once this is established, the vision for the website becomes much clearer for them and us.
We are not painting you into a corner, but rather laying out the red carpet for new business, business that you want and expect.