As some long-time readers and clients know, I relocated a couple of years ago during a time of ultra-low inventory. As a result, I put off buying a home and got into a vastly overpriced rental on a three-year lease. Now, as I move past the two-year mark, I’ve started looking at my options for buying. The problem? I can’t get a real estate agent to respond.
I’ve tried going to websites and putting in an email request. I’ve tried messaging on social media. I’ve left messages and requested a call back. Nothing.
Last week at Inman Connect Las Vegas, industry analyst Mike DelPrete talked about a sting operation he recently ran involving 100 secret shoppers reaching out to agents. Too many agents ignored queries altogether, whether by phone, text or email.
Later in the week, Survivor alum and top-producing real estate agent Quintavius “Q” Burdette reinforced best practices around time management and 90-day-focused lead generation as a way to ensure that you always have a healthy and productive pipeline. Too few agents are heeding that advice.
A few weeks ago I wrote about the unprofessional behavior I see in agents’ online presence, but much of that bleeds over into the way they (don’t) reach out to potential clients. I’m not sure how to account for this. It seems that many agents are very interested in closing day — and the subsequent commission check — but much less interested in actually talking with and helping clients.
Here are a few of the “boundaries” I commonly see agents setting:
I won’t work with someone looking for a renter
I won’t work with someone on a tight budget
I won’t work with someone who needs credit repair
I won’t work with someone who’s not already pre-approved
I won’t work with someone who’s a buyer
I won’t work with someone unless they’re “serious”
I won’t work with someone without a referral from someone I know
I know there are potential clients who are demanding or not ready or unprepared. Part of your job is to create the means to help them get prepared. That may mean
Creating and automating content for first-time homebuyers
Creating and automating content for credit repair and improvement
Cultivating a network of lenders who work with first-time homebuyers and those needing credit repair or down payment assistance
Cultivating a network of real estate agents as referral partners for clients who you don’t have the bandwidth to help
Starting a team and bringing on buyer agents if you specialize in listings
Adding a VA to help you more promptly and consistently respond to leads and existing clients
At a time when the real estate industry is struggling with public perception, commission compression and changes to the way business is conducted, why are so many agents ignoring potential leads and clients instead of putting systems in place to serve them in new and more efficient ways?
11 tips for real estate agents to optimize communication flow
Effective communication is crucial for real estate agents to ensure they never miss a lead via phone, text message, email, or social media. Here are some actionable tips to optimize communication flow:
1. Centralize communication channels
Unified communication platform: Use a CRM (Customer Relationship Management) system that integrates phone, text messages, email, and social media direct messaging in one place.
Notification management: Set up notifications to alert you of new messages from any channel in real time.
2. Automate where possible
Email autoresponders: Set up automated email responses to acknowledge receipt of inquiries and provide initial information. (DelPrete said that among those who did respond, it took most agents all day to do so.
Chatbots: Implement chatbots on your website and social media to handle common inquiries and capture leads outside business hours.
Follow-up sequences: Create automated follow-up email sequences for new leads to nurture them over time. Properly segmented CRMS can help you educate and serve different types of clients with a variety of needs.
3. Prioritize responsiveness
Prompt responses: Aim to respond to all inquiries within 24 hours. Use templates for common responses to save time.
After-hours solutions: Use virtual assistants or answering services to handle calls and messages outside business hours or when you’re otherwise occupied.
Mobile accessibility: Ensure you can access and respond to communications from your mobile device, allowing you to stay responsive on the go.
4. Organize and categorize leads
Lead scoring: Use lead scoring to prioritize high-value leads and ensure they receive prompt attention.
Tagging and segmentation: Tag and segment leads based on their inquiry type, location, and buying timeline to personalize follow-ups.
5. Regularly review and improve processes
Performance metrics: Track response times, lead conversion rates, and customer satisfaction to identify areas for improvement.
Feedback loop: Regularly gather feedback from clients on their communication experience and adjust processes accordingly.
6. Enhance phone communication
Voicemail strategy: Personalize your voicemail message and ensure it encourages callers to leave detailed information.
Call routing: Use call routing to direct calls to available team members, reducing missed calls.
Caller ID and call tracking: Use caller ID and call tracking software to identify and prioritize returning leads and clients.
7. Optimize email management
Organized inbox: Use folders and labels to keep your inbox organized and ensure no emails are overlooked. Consider separate email accounts for buyers, sellers, and general inquiries.
Scheduled email checks: Set specific, dedicated times to check and respond to emails, avoiding constant inbox monitoring that disrupts other tasks.
8. Social media engagement
Dedicated social media manager: If possible, designate a team member to manage social media inquiries and interactions or outsource to a freelancer or service provider.
Social listening tools: Use social listening tools to monitor mentions and messages related to your business across different platforms.
Consistent posting and interaction: Regularly post content and engage with followers to maintain an active presence and encourage direct inquiries. Consider prescheduling posts so that you can time-block this task.
9. Text messaging best practices
Opt-in permission: Ensure clients have opted in to receive text messages from you to comply with Do Not Call regulations and avoid being marked as spam.
Professional tone: Keep text messages professional, concise, and relevant to the client's needs.
Timely responses: Respond to text inquiries promptly, ideally within a few hours.
Text automation: Use automated texts for appointment reminders and follow-ups but personalize messages whenever possible.
10. Google Business Profile optimization
Complete profile: Ensure your Google Business Profile is fully filled out with accurate information, including business hours, contact details, and services offered.
High-quality photos: Upload high-quality photos of your properties and office to make your profile more attractive.
Client reviews: Encourage satisfied clients to leave positive reviews and respond to all reviews to show engagement.
Regular updates: Keep your profile updated with the latest information and new property listings to maintain relevance.
11. Train your team
Communication protocols: Establish clear communication protocols for your team to ensure consistency and professionalism in responses.
Regular training: Conduct regular training sessions on the latest communication tools and best practices.
Online audit: You (or a member of your team) should regularly check your online presence by Googling your team name, brokerage name, and the names of each member of your team. Check real estate portal profiles and social media accounts for up-to-date bios and contact information.
Get rid of outdated online references: If an old brokerage website still has you on their agent page, contact them and request removal. If you’re a career switcher, work to have online evidence of your previous career removed when possible. Have defunct social media accounts and outdated contact information removed or redirected to your current platforms.
Create an efficient communication flow that minimizes the risk of missing leads and enhances overall client satisfaction. There are people out there who need you (including me!). Do them the courtesy of answering the phone (or email), answering questions and building relationships.
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