What do you do as a real estate coach when your client is doing all the right dollar-productive activities and not seeing the return they want? If the team members are working their sphere of influence, getting referrals and keeping in touch with all their past clients and still not seeing the growth they want, what’s next? Their online presence might be the problem. Real estate professionals often let their online leads become a last priority because real estate was traditionally a face-to-face industry.
It’s no longer possible to ignore online leads and still be successful, though. Most homebuyers begin the search online. If your clients aren’t finding and converting internet leads, it’s time to find out why. Luckily, this doesn’t have to be a mystery. When a real estate team becomes a master of analytics, they’ll quickly start to see how they can improve and bring in those leads.
It’s important to show your client what using analytics can do for them and their business growth. Teams who look at the data can determine where to spend money on paid ads, what’s deterring people from joining an email list and even what types of people are drawn to working with them.
This information can transform the way a real estate team reaches new leads. While your client may have thought they wanted to specialize in luxury real estate, they may realize that tons of young, first-time buyers are reaching their page. This information could lead the team to either rebrand, to better reach those luxury clients or embrace the younger prospective sellers and buyers and focus efforts on converting them into clients.
In the real estate business, it’s essential to understand people. To convert leads, you need to build real human connections. Since so many leads are online now, analytics will help your clients get a fuller understanding of who their leads are. Without this tool, a real estate team won’t be able to be fully effective in today’s digital world.
If your coaching client is hesitant to look at or use analytics to make decisions about their online presence, it’s important to figure out their “why.” When you don’t know why your client is resisting, you won’t be able to show them how they can benefit from this tool. Some people feel like they don’t have time or resources to add another tool to their lives. Others feel intimidated by the thought of working with analytics, and some don’t believe it will benefit their team.
When you know why your client is not already taking advantage of this online tool, you can better support them to either engage with the strategy differently or find another solution for their needs. You can help them see how their business would improve, or you can help them see how it could free up time and resources for them. But just like any tool, you must make sure your client feels empowered to use it.
Verl Workman is the founder and CEO of Workman Success Systems (385-282-7112), an international speaking, consulting, and coaching company that specializes in performance coaching and building successful power agents and teams. Contact him at Verl@WorkmanSuccessSystems.com. For more information, please visit www.WorkmanSuccess.com.
