The rejections that come with prospecting and low conversion rates can wear down any agent. But is there an alternative to finding clients? How can content establish you as an expert? How can you start creating content when you have no experience? In this episode, Justin Zimmerman talks about how real estate agents can use content to build and nurture a strong database that will bring business for years to come.
Content is that vehicle that delivers that ability to build trust over time. -Justin Zimmerman
Three Things We Learned
Ask for a big yes first
When prospecting, ask for a big yes first, and then ask for a yes to something smaller later. This increases your chances of being told yes to the second yes, and this should be the “yes” you were looking for in the first place.
How to create content without any experience
You don’t have to be a writer to create content. In the beginning, you can take topics everyone else is talking about and put your own spin on it. Also, make sure you give your database “micro doses” of content. Overwhelming your readers or viewers with statistics might make them click away.
Content can help you go from prospector to marketer
Content will increase your visibility and help you establish yourself as an expert in your field.
Once you have a list of people who you send content to on a regular basis, you won’t have to put that much time (if any) into cold calling.
Prospecting is one of the easiest and cheapest ways to get new clients when you’re starting out, but it can also be tiring and time-consuming. Most won’t be interested in buying or selling a house right now, but they might be in the future. Instead of just ignoring the prospects who aren’t a potential transaction right now, send them a secondary call to action. Use content to engage with them in the long-term, potentially years. This way, you build a database filled with people who have known you for a long time and consider you their go-to resource for real estate. When they are ready to buy or sell, chances are, they will contact you.
Justin Zimmerman is the director of content development at REDX and a content strategist with a background in real estate.
He started off in real estate at 24 and built a software that took local MLS housing data and transformed it into a format easy to understand both by buyers and sellers. This helped him gain a competitive advantage in an profession where the average age was 47.
His software was so successful that he started training other agents to become Certified Market Advisors" and went from being a simple agent to managing 51 people.
Today, he uses his real estate and marketing knowledge to help agents create content that eliminates the need for prospecting and builds a strong database.