When Jeff Lobb took the stage at Inman Connect in New York this past January, everyone got out their note-taking tools. 5 real estate tech tools in 5 minutes.
Because in what was a whirlwind event of high-minded, conceptual talk, Jeff was ready to drop some serious knowledge and tangible takeaways.
Jeff’s message was clear — the tools alone won’t make you a successful agent. It’s how you use them.
1. Big data. This phrase from the tech world has infiltrated real estate, but few really know what it means. “We are sitting on more money in our database now than ever before.” But that’s it — we’re just sitting on it. And it’s not complete.
By harnessing the power of a tool like Revaluate Pro, agents can use data to “create the person behind the email,” and know more about when buyers and sellers are ready to make a move.
2. Emotional marketing. Agents need to connect with clients by being: memorable, mobile and visual. Be memorable, mobile and visual!
Animoto has been around for a few years, but most agents aren’t using it strategically. Using the personalized videos before, during and after the sale can help cement your brand in the sellers’ mind and integrate you into the buyer’s world.
3. Retargeting. Agents expect leads, but Jeff wants the agents to rethink their expectations. Instead of leads, focus on listings.
“Are you using Adwerx? HOW?”
Showing sellers that you can get their home on major web sites all over the internet is the power of retargeting services like Adwerx. And the momentum of brand building isn’t something that can be maximized within 6 months of use.
4. Open houses. Agents know the real reason they host open houses. It’s not to sell the house. It’s to make the seller happy and find new leads.
That being said, agents aren’t treating these opportunities like the lead finding events they can be. Deliver reports to neighbors and don’t offer them a flyer. “Would you like an email or a text?”
Get the contact info. Use a platform like AM Open House. It’s a simple shift from paper flyers and sign in sheets.
5. Automation. Jeff will be the first to tell you he doesn’t want to be dripped on, poked or nurtured. He wants to be connected with, and laments the use of automation in relationship marketing.
That being said, Jeff is a big fan of automation that frees the agent to focus on the relationship building activities, such as integrations between tools like Dropbox, Zapier, Gmail, Slack, and Facebook.
Anyone can have a shiny toolbox, Jeff told the audience. It’s how you use it that matters.