Real Estate is all about relationships. First home, downsizing, moving across the country — you name the reason for buying a home, and you can feel the emotion behind it. These stories are also the story of your brand. Your agents are helping customers make life changing decisions. A happy customer is an important part of your marketing, as a satisfied customer can be a brand advocate.
With 50% of brand advocates more likely to influence a deal, here are some ways to turn your customers into one of your best marketing assets.
If you have a happy client experience, it’s a no-brainer ask for a recommendation on Yelp or Facebook. More often than not, You clients will be more than happy to do this for you.
In the era of Instagram and Pinterest, make sure your customers are uploading photos of their new, beautiful property. Have them tag you! This way you get even more exposure.
While your agents don’t have to connect with your customers on social media (though I highly encourage it), I suggest letting your customers have all the social information on your brokerage, and the agent they worked with, so they can tag and promote your brand.
You can also use such tools as TweetDeck, Buffer, or HootSuite to monitor your brokerage and see what people out there are saying and what you can leverage. For more in-depth tips on social media, check out our latest eBook.
There are ways to do testimonials right, and there are ways testimonials wrong. My first job out of college, I worked for a company that made 5-page websites, and many customers sent over generic or fake testimonials. “Never believe what you see on the internet” was an understatement of my time there. If you want to get an accurate and detailed testimonial, ask your client if they wouldn’t mind if you could do an interview.
Video interviews lend themselves well for telling a branding story as you can repurpose the content and create several stories. If you want to go the video route, ask your happy client if you could have about 30 minutes of their time and make a calendar invite. (That way neither party forgets.) Get the full story from search to sale, as you never know what great soundbites you can get. From there, you can take the video and break it up into a series of campaigns, pull quotes for marketing pieces, turn the video into a blog post, the possibilities are endless.
If you’re reading this, you’re a savvy marketer, and your brokerage probably has a blog. I am also going to assume one of your categories is covering local content. You know who can tell a great local story? Your customers. They can tell a story of what it’s like to move to a new city; they know local hidden gems; they can write about what to look for in a real estate agent. Showing your customers that you think of them as subject matter expert is also flattering.
The more you can connect with your clients, the more likely you are to have repeat and referral business with them. User-generated content is a way to keep that relationship alive and have your customers be a part of your brand story.