Property Shark recently hosted another great spring training event at NYY Steak House for Real Estate professionals. Topics ranged from technology to marketing, and commercial to residential real estate.Screen Shot 2015-03-18 at 11.43.02 AM

As part of this spring training event, Eric Barron, CEO of Keller Williams NYC, hosted a panel on ‘Marketing Effectively’. Experts on the panel included Joe Ben-Zvi from Nestio, Julie Duquet from Illustre Multimedia, Vince Soriero from PropertyShark, Brandon Carroll from Contactually and our own Logan Wells for Lumentus.

To kick off the discussion, Barron asked the audience “What are you hoping to get out of the next hour?” The proceeding panel discussion aimed to provide steps to get you just that.

Pushing vs. Pulling

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“Always ask yourself ‘Are you pushing or are you pulling?’ when you are interacting with clients,” explains Ben-Zvi. Pulling can be defined as anything that is viewed as a passive marketing effort – such as an online presence where you are staying top of mind, utilizing client testimonials, and general client communications that do not involved transactions. Pushing can be defined as anything that is direct marketing. We’re all so accustomed to pushing that we do not always consider how powerful pulling can be as a supplemental transaction driver. Social media, for example, is a great way to pull. It allows you to stay in front of your clients, even when you are not asking for something while you continue to reinforce your expertise.

Taking Care of your Customer

IMG_2650There are many channels to stay top of mind. Social media isn’t the only way. Staying in touch means being consistent, accurate, and personal. Barron affirms that real estate professionals are in the lead generation business as unglamorous as it sounds. Customers who feel taken care of in the beginning of your relationship will be with you for life, Ben-Zvi reminded us. Moreover, you should invest in the process called “on-boarding,” because the product will then sell itself.

Being Original

“How do you compete as a real estate agent when everyone knows someone in the industry?” – was one of the many great questions from the audience. Being a specialist focusing on a specific niche can promote you to the forefront, Barron affirmed. Being a generalist does not make you top of mind – you must be memorable. There are different ways, explains Barron, to accomplish the same things. Carroll suggested to go in with a commonality (such as a favorite sports team), and their guard will be down to continue the sale. Getting printed materials in front of customers is important, and the hand written note is a still valuable way to set yourself apart. If you enjoy doing something, continue to do it, because that’s more authentic. Ben-Zvi presented a great analogy, “know what animal you are in the real estate jungle to continue to survive in it.” Wells explained that the ideal is to stay top of mind as the expert. A great way to position yourself as an expert is to use LinkedIn groups and insert yourself in an online conversation. Know yourself and stick to what you know.

Your Online Presence

Screen Shot 2015-03-18 at 11.43.12 AMYou must have a strong online presence, but simply being online isn’t enough to survive in the real estate jungle. Wells told the audience that “you can’t just spam your audience with cats.” Along with cats, narcissism is frowned upon. “Only talking about yourself,” affirms Barron, “is an obnoxious online practice.” Everything you put out there will have the audience to match, as long as you find your voice. Ben-Zvi suggested to delete the automatic language LinkedIn inserts and to customize it by customer. Once you start the conversation online, Barron suggests to meet offline for a cup of coffee. Soriero said that if you connect with people, you can leverage that and build ROI (return on investment) using social media.

Know Your Numbers

Continuing with the discussion on ROI in real estate, Ben-Zvi said that being a good salesperson means never giving up on learning new ways to find leads. Knowing your numbers, he said, means understanding that ROI doesn’t always have to be a dollar figure. ROI can also be measured using learned behaviors. “You should build a database that’s in one, central location,” Soriero said, and follow up with them to create meaningful relationships. Barron affirms that the size of your database will equal the size of your pipeline. You should constantly be feeding this database. “Have an opinion,” Barron said, “that’s important when you are filing quarterly reports.” Wells explained that the quality of the right audience is more important than the number of followers you have. “Social media can be scary,” Wells said, “but if you make that one time investment you can make the most out of what you have.”