In order to become the go-to Real Estate Agent for your ideal clients, you’ll need to establish authority. This isn’t always the easiest thing to do, especially if you’re the type who prefers to hide behind-the-scenes, but it needs to be done.
Here are the 6 Steps that I teach real estate agents (or any service provider, for that matter) exactly how to establish authority using what I call The Authority Amplifier.
The Authority Amplifier serves as one critical purpose in your sales funnel: to quickly increase (amplify) the connection and trust with your audience between the lead magnet and the conversion event.
Please keep in mind that none of this will work if you’re not genuine, and it certainly won’t work if you’re not a professional in that niche. I’m using first-time home buyers as a simple example, but the same will work with whomever you are targeting as long as you are specific.
Immediately grab their attention and communicate the exact outcome of this content.
Example: “Great job downloading my first-time home buyers cheat sheet – please check your inbox in 5-10 minutes for your copy… but be sure to watch this video right now so I can show exactly how to avoid costly mistakes when buying your first home.
Show them that the process and solution that you’ll reveal has been proven to work for other first-time home buyers who are just like them.
Example: “And just so you know you’re in the right place, I want to underscore that this strategy reflects the exact steps that we’ve used to help many first-time home buyers like you, and it is also used by many of the top agents in the country who also help first-time home buyers each and every day. This is what’s working right now.”
State the top three reasons people struggle to achieve results when faced with this problem or opportunity.
Example: “As you might be aware, buying your first home can be really hard. According to a recent study (proof), over 96%* of 30-year-olds aren’t able to buy their first home on their own. There are three main reasons they struggle: 1) not understanding the real estate process 2) not making enough money 3) not being able to secure a loan.
Walk them through the three simple steps required to achieve their goals and provide examples whenever possible.
Example: “The good news is that, if you’re still struggling with these issues, I’m going to show you how to overcome them right away without spending a ton of extra time or money fixing the issues. Sound good? Okay, let’s dig in….” then tell them how to fix the issues. (Please note that all of this is made up and I did zero research; I’m only providing a framework. Please make sure you do your own research).
Zoom out and show them where this issue lives within your “signature solution” (as every piece of content you provide should). If you’re unfamiliar, your Signature Solution is what will help you become the go-to agent for a particular niche and it will build trust 100x faster than someone without a Signature Solution.
Example: “As simple and powerful as this strategy may be, the most important thing you need to understand is that qualifying for the loan is only a small part of the overall process. What you’re looking at here (show them your entire Signature Solution process) is a proven process we use to help first-time home buyers buy their first home faster and quicker without paying more”.
Transition from what they do need to do (the process) to how they can achieve the result (progress) with a direct call-to-action.
Example: “If you want to get crystal clear on the ONE THING you should be doing right now to be ready to buy your first home, call me at (555) 713-1234 and I’ll tell you everything you need to know”.
Facebook continues to grow amongst most demographics, even real estate, even though it may have felt dead for a while. It’s widely used by many target audiences and can be a useful tool to build your audience, and ultimately, your sales. Use this checklist to make sure you don’t miss a step as you plan and implement your Facebook Real Estate Marketing Strategy.
Facebook Marketing Strategy Checklist
- I’ve chosen a Facebook name that is consistent with my business. Customers will be able to quickly identify my business Facebook page and profile.
- I’ve created a vanity URL that I can use to promote my Facebook page. My vanity URL (for example, www.Facebook.com/businessname), is professional, consistent, and apparent to my customers. (Go to Admin Panel >> Edit Page >> Update Info to set your vanity URL).
- I’ve designed and branded my Facebook page with current photos, my logo, and other images that represent my business. My cover photo and header image are professional and relevant to my business. My tagline is present on my Facebook page.
- I’ve created an “About” page that embraces my company brand, voice, and communicates current and relevant information about my business.
- I’ve created a goal for my Facebook page and social media marketing activities. I intend to use Facebook to:
- Drive traffic to my website
- Provide valuable content
- Promote or sell products
- Build my opt-in list
- I’ve established a message for my Facebook page that supports my goals for Facebook marketing.
- This message supports my brand and is authentic.
- This message is engaging and provides value to my friends and followers.
- I’ve created a content schedule that provides a steady and consistent flow of valuable content that supports my goals and message.
- I’ve set aside time each day so that I can consistently connect with potential prospects and build my following while building my business and reach my marketing goals. For example, I’ve set aside fifteen minutes two times each day to share, comment, and post. I’ve scheduled one post for each day of the week.
- I’ve integrated Facebook with my other marketing tactics including:
- My blog
- My website
- My email signature
- My email marketing
- Other social media pages
- I’ve leveraged technology and automated as much of the process as possible. For example, my weekly email newsletter is posted on Facebook.
- I’ve created systems to test and track my Facebook marketing results. I’m testing for:
- Delivery & posting time
- And measuring my results as they relate to my specific Facebook goals.
Having a Facebook Real Estate Marketing Strategy can be a useful tool to connect with your prospects and begin to build a community around your business. Create your message, follow through, and track your results.
Do you need some help with your social media marketing? We offer many ways to help you increase the size of your audience while keeping them engaged. Schedule a free strategy call to see how we can help
Your real estate branding is the image that people observe, develop, and relate to. It connects you with your customers and prospects. The branding process, including the planning and decision-making process, are equally important.
These decisions have an impact on your future success. By working through this checklist, you’ll have established reliable real estate branding and a plan to move forward and integrate it into all of your marketing and sales efforts.
Business Branding Checklist
- I’ve identified my real estate business vision and mission. My real estate branding decisions must remain true to my vision and mission to provide a consistent and comprehensive image to prospects and customers.
- I’ve identified colors that represent the brand I want to portray. These colors embody the vision and mission of my business along with the message I wish to convey.
- I’ve chosen a brand and business name that is easy to remember, easy to spell, and can be registered as a domain name.
- I have a solid understanding of who my target audience is, and I understand what their needs, interests, and goals are. I know how my branding efforts influence my unique target customer.
- I know what differentiates me from my competition. I know what value I bring to my prospects. I can quickly answer the following three questions:
- How do I benefit my clients?
- Why do they like me?
- Why do they buy from me?
- I’ve had a logo created that conveys my brand in a way that is simple and easy to understand. My brand colors are used in the logo, and the logo supports my vision and mission.
- I’ve developed a brand purpose; a statement that highlights what I provide to the market, how my business is different, and what makes my business distinct.
- I’ve created a brand personality; a statement or list of characteristics that best describe my brand. My brand personality embraces elements of my character so I can create a stronger connection with my audience. A stronger connection will result in a stronger brand.
- I’ve created a brand promise; an emotional statement that connects prospects to my brand and my company. My brand promise and message both evoke a positive emotion.
- I’ve created a list and a plan for each content medium to consistently integrate my brand into various branding opportunities and marketing efforts. These include:
- My social media profiles
- My website
- My blog name
- My email signature
- My phone message
- My networking associations
Your brand is who you are, what you represent, and what makes you and your business unique and different from your competition. Spend time creating your business brand and working through this checklist to ensure a comprehensive and clear brand, a brand your prospects won’t be able to resist.
Schedule a free strategy session today!
Once you’ve installed WordPress, the work to get your website created is just beginning! There are many tweaks, modifications, and settings to take care of. Each step of the way helps ensure your site is unique, easy for your audience to navigate, appealing, and of course, efficient and profitable. Here is your checklist for WordPress Customization for Real Estate Agents!
WordPress Customization Checklist
- I’ve cleaned the default site:
- I’ve deleted all default posts and links including the “Hello World” post, and “Sample Page” page.
- I’ve deleted default categories and tags, and I have created relevant categories and tags, including description text for each. I’ve changed the “Uncategorized” category to something useful and searchable.
- I’ve deleted or deactivated default plug-ins that I don’t plan on using.
- I’ve installed my chosen theme and header image, or I’ve hired a designer to create or modify a theme. My theme has been activated as well.
- I’ve signed up for a Google account and followed the setup wizard to create analytics code for my blog. I’ve installed the analytics code in the Header.php area on my Appearance Editor in the dashboard of my blog.
- I’ve set up a feed burner account with my Google account as well so that I can track subscribers and provide RSS options for my blog readers.
- I’ve chosen, installed, activated, and adjusted the settings on relevant plug-ins to enhance the productivity and effectiveness of my blog. I’ve researched:
- Social media
- SEO (search engine optimization)
- Search/Map (super important for real estate agents)
- Branding (for example, a Favicon plugin)
- Subscriber options
- Email list building
- Advertising (for example, pay per click ads)
- Backup systems
- I’ve modified the general settings to match my needs and goals including:
- Set your URL to www
- Membership & registration (ideally this is done in your IDX plugin)
- Time zone
- Allowing comments or not
- I’ve set up a permalink structure that looks professional and is easy to understand and link to (for example, www.business.com/page-name
- I’ve taken steps to protect my blog:
- I’ve created a unique password to log in and a login lockdown if someone repeatedly tries to log into my website without the correct information.
- I’ve deleted the “admin” account
- I’ve deleted the “log in” option from my website’s main landing page menu
- I’ve created unique 404 error pages to help brand my website and guide visitors when they reach a dead end.
- I’ve created a blog page structure that supports my business and my visitors. These pages include:
- About the website
- Terms and conditions
Once you’re all set, test your website while you are logged out and verify that your pages display properly on a wide variety of browsers including Chrome, Safari, Firefox, Internet Explorer and mobile devices.
This is a LOT of information, I know. If you’d like to talk to us about helping you customize your WordPress site professionally, you can schedule a free strategy session with us now!.
WordPress Security is no longer an option. It seems you hear about someone’s website being hacked just about every day. In many cases, the real estate agent could have taken one or two steps to prevent the invasion. While hackers will continue to devise methods to infiltrate blogs and websites, the following checklist will help keep your WordPress site safe.
WordPress Security Checklist
- I’ve removed telltale signs that give hackers a clue about my site including:
- The WordPress version within the website’s header. Don’t tell people what version of WordPress you are running, especially if your version isn’t up-to-date.
- Remove your admin username and replace it with a unique username and password.
- Remove the login link from anywhere on the site.
- I’ve secured my login and installed plug-ins and systems that do one or more of the following:
- Limit the number of login attempts an IP address can use within a specific timeframe.
- Add two-factor authentication, which will require you to enter an additional code to log in.
- Rename the “wp-login.php” file to something else, such as “log-in.php” or “let-me-in.php” so that hackers cannot know the correct login URL.
- I’ve added SSL to my WordPress Admin.
- Note: You will need to contact your web hosting company to have them implement a Secure Socket Layer (SSL) for your WordPress Admin area.
- I’ve established systems to:
- Scan my site regularly for viruses and malware.
- Update my plugins and WordPress software.
- Backup my WordPress site regularly
- I’ve created a secure password to log into my website. It includes upper and lowercase letters, numbers and special characters. My password has nothing to do with me or my personal life, so it cannot be guessed, and I have a system to change it at least once every 90 days.
- I utilize reputable and trustworthy providers including:
- Website designers and developers
- WordPress theme developers
- Ghost bloggers and guest bloggers
- Virtual Assistants
- Each provider is given a unique password and username, and administrative login information is changed after business with the provider is concluded.
- I’ve changed the default table prefix in the WordPress database or had it changed for me so that hackers cannot easily access my database.
- I’ve uninstalled and removed any and all unnecessary themes, plugins, and users.
- I’ve employed the services of a reputable hosting company with demonstrated security practices and systems in place and a reputation for secure hosting.
- I’ve created systems to ensure my backup system is working effectively and efficiently. Backing up your WordPress site isn’t a “set it and forget it” event. Create a system to regularly check to make sure your website is backing up effectively.
No blog or website is impervious to hackers. However, when you take these ten steps to protect your site, you’re drastically reducing your odds of trouble. It’s well worth the time and effort up front to protect your business down the road.
Do you need help securing your WordPress website from hackers? If so, we’d be happy to help you out. Set up a free strategy session by clicking here, and we can discuss your options.