Did you know that even the most effective real estate on-hold message may only directly result in a few extra sales per year? While that might not be quite the figures you were expecting, the fact of the matter is, that doesn’t really matter! Yes. You read correctly, I said “it doesn’t really matter”. While you might think I’m crazy, the reality is most real estate agents aren’t selling products or service — they’re selling themselves. They’re selling an impression of their personal brand image!
If you’re a real estate agent, you know that first impressions greatly impact your credibility and professionalism. It can make or break a prospective client’s decision. That’s why you wear expensive formal clothing, drive a nice car, or do anything that makes you appear top notch. But, with the housing bust still looming fresh in most people’s mind, home buyers and sellers are more skeptical than ever, and real estate agents have taken a huge hit when it comes to their professionalism, credibility and trustworthiness.
When seeking a real estate agent, most initial research begins online, however the majority of initial contact is via the telephone. A recent study from New Voice Media showed that the good old-fashioned telephone often trumps the Web. In fact, more than 45% of customers still prefer to call before making a final decision to do business with you – and that’s where messages on hold becomes your best ally.
People want to hire an expert, and message on hold advertising is a low-cost marketing tool that’s your biggest proponent for presenting credibility, professionalism and a trusting brand image. It’s a small investment in your business and personal brand image that goes a long way!
With thousands of competitors in your industry, you want to be able stand apart from everyone else.
Here are 5 ways real estate messages on hold help you establish your brand as the leader in your local marketplace.
1. Educate Customers About You.
Remember that your callers are looking for real estate agents they can trust with one of their biggest transactions such as buying or selling a home. Credibility does not only come with an authoritative appearance, it must be backed up by solid and stellar track record. Use your impressive previous performance in the industry as your arsenal in earning the trust of potential clients through your message on hold.
2. Expertise and Local Market Area Knowledge.
The home buying/selling process is often challenging with many moving parts, and as previously mentioned, people want to hire experts. They want an agent who is intimately and passionately familiar with area schools, communities and activities. Your on hold message is key for communicating your extensive knowledge in the buying/selling process, to assist with concerns such as title, appraisals, financing, negotiation, inspections, etc.. That you know inside and out area schools, communities, etc. Currently it’s a buyer’s market, so home sellers are seeking a realtor that may give them a competitive edge. Do you have an eye for interiors that gives your clients an edge when staging a home for sale? Whatever it is, communicating and promoting these talking points in your on hold message advertising is extremely important in establishing that you’re a an expert and leader in the local real estate market.
3. Include the Power of Testimonials.
In order to be successful in the real estate industry as a realtor, people have to form a relationship with you based on trust. Understand that consumers are scared about making a big move, so one way of conveying your trustworthiness is by including testimonials from previous clients in your on hold messaging. Testimonials can be powerfully persuasive, and help to cement in the prospects mind that you’re the right agent for their real estate needs.
4. Helpful Tips, Guides, Resources and Advice.
People want to know that when it comes to home buying or selling real estate, that they’re in good hands. Your message on hold is a fantastic way to solidify that you’re the right realtor to assure that they’ll be well taken care of. First-time home buyers might do some research on their own, but they’ll likely have LOTS of questions about the process, so be sure to include information on what to look for when buying a home, as well as answer to common questions or direct them to online or in-person resources to learn more about the process. The same holds true for home sellers. Give them helpful tips for selling a home. Any advice and guidance is perceived as your genuine concern for their best interests.
5. Soft Sell With A Free Comparative Market Analysis.
Realtors are faced with the task of both finding new home buyer clients, as well as new home listing for clients looking to sell. One way you can use your message on hold ad to attract new client listing is by promoting a “Free Comparative Market Analysis.” Think of it as selling without being salesy, but rather selling by educating. Let prospective home sellers know they can count on your knowledge and understanding of market trends, to bring them the best value, and price their home right for a quick sale.
Still not convinced? Think of it like this. Dale Carnegie, famously known as an expert in personal development and success skills, reminded us that “All things being equal, people do business with people they know, like and trust.” When done right, real estate agent on hold marketing helps build rapport and relationships, which, in turn, helps prospective clients get to know you, like you and trust you.