Facebook Tip: Targeting the Right Audience
If Facebook is part of your integrated marketing approach, as it should be, then adopting these simple lead generation techniques from RPR could be the key to earning high quality leads from potential sellers.
While most of us consider longer Facebook posts to be perfectly acceptable, the reality is that posts with fewer than 80 characters receive 66 percent more engagement. Better yet—for those of us daring enough—posts with less than 40 characters earn 86 percent more engagement, according to MarketingProfs.com. Compare those counts to Twitter’s 140 character limit.
Yet, using 80 characters or less to capture the attention of would-be sellers is not as difficult as one might think. Sometimes, it’s merely a matter of switching up a few standards in our ad copy wheelhouse.
For example, did you know that simply changing your post from A) “Find out what your home is worth. No obligation home estimate” to B) “Thinking of selling? First find out what your home is worth” could dramatically increase traffic to your home valuation landing page? The difference is that scenario A invites curiosity seekers who might find it fun to learn what their home is worth but are far from ever listing. These are the same folks who click on “What personality type are you” and “What celebrity you were you in your past life” style of posts.
Target audience B could be called our “serious potentials.” Homeowners who have an inkling about selling but haven’t yet contacted a Realtor or have merely dabbled in consumer facing websites to determine their home’s value. Therein lies your greatest sphere of influence, and where RPR’s data and reports are your most valuable assets.
Send your prospect’s estimated home value by way of an RPR Seller’s Report. The report includes a Realtor Valuation Model® (RVM®)—the only REALTOR®-owned, automated valuation product that goes beyond the traditional AVM by incorporating listing and sales data from the MLS into the equation. Property characteristics, local market conditions, and side-by-side property comparisons are among the report’s other important data sets. And, as a REALTOR®, you have the flexibility to choose which comps to include and to customize the report with your photo and contact information.
There are two responsive paths to take here. Realtor #1 might conduct a follow-up call after sending the report, asking the homeowner, “I sent you a report detailing your home’s valuation. I’m calling to see if you have any questions.” This approach immediately pushes the relationship alignment over to the consumer’s side, giving him or her power they probably don’t know how to use and virtually annihilating any chance of moving forward.
But Realtor #2, an RPR user who employs more tactical engagement strategies, asks, “Thanks for your request for a home valuation. I sent one over but am wondering, do you think there was something off about the value? I’d like to work with you to get the most accurate estimate possible.”
Immediately, the homeowner considers the Realtor to be part of the process—one willing to consider all of the angles, especially when you’re open to exploring the home’s most accurate list price.
To continue the conversation, ask the homeowner what home improvements have been made and what repairs are needed to sell the house. Then turn to RPR’s Refine Value Tool to manually adjust (if necessary) the basic facts about the property, i.e., the public record lists two bathrooms but in reality there are three. The tool will also auto calculate depreciation for up to three dozen home improvements when you enter the date completed and the project’s original cost. Needed improvements can also be added into the equation.
Lastly, use the sliding scale to adjust the property’s value based on market conditions. As each refinement is made, the home’s RVM auto-adjusts.
By now you are connected with the prospect well beyond the level of consumer curiosity, and yet there is still so much more you can provide to build trust and prove your value. Use RPR to create a comparison analysis that reflects your newfound knowledge about the property, email or text the homeowner an updated RPR Seller’s Report, or, if the seller is months away from listing, offer to send a monthly RPR Market Activity Report to keep them up to speed on the market in their area.