We talked to readers to find out which technology solutions and techniques work for their businesses, and why.
I know of at least one buyer who chose me over another agent because of my video résumé. The buyer connected with me by seeing who I am rather than trying to imagine if there was a connection while reading a bio. I talked about my expertise not only as an agent but also as a community member. —Kathleen O’Connell, Coldwell Banker, Westport, Conn.
The Power of E-Marketing
Keller Williams Realty Boise,
Years in the business: 8
2013 individual transaction sides: 79
2013 individual sales volume: $15.5 million
Facebook friends: 1,339
Twitter followers: 221
We have a “featured properties slider” at the top of our website. When a visitor comes to our website, they immediately see these properties. Each featured property links to its own blog post, which includes videos, pictures, and a contact form. We optimize them for search engines, and it’s working very well. —Andy Metz, American Property Group of Sarasota, Sarasota, Fla.
Does e-mail marketing work? It’s a great tool for staying in front of clients, particularly when they’ve created their own searches and you can e-mail them listings matching their criteria. More than 70 percent of the traffic to our website comes from our e-mail campaigns.
How often do you post on Facebook? We try to post on our business page daily. We’ve found it’s easier if we have a specific topic for every day of the week. For example, on Million-Dollar Monday, we feature a million-dollar listing.
People are hesitant to give all of their information until they get something in return. Instead of having to fill out a form to connect with me, I’d prefer a “like” or “instant messaging” feature. —Kathleen O’Connell, Coldwell Banker, Westport, Conn.
What business app do you use most often? I use Evernote a lot when I’m at listing appointments, as it syncs up with all of my devices. You can even take pictures of the home to help you write listing descriptions later.
Sloan Realty Group
Myrtle Beach, S.C.
Years in the business: 9
2013 team transaction sides: 475
2013 team sales volume: $63.6 million
Facebook friends: 1,383
Twitter followers: 455
We needed our property-search function to stand out. With the white, gray, and blue color scheme of our site, the blue search box did not stand out. So we changed it to an eye-catching red. —Rory S. Coakley, Coakley Realty, Washington, D.C.
What customer relationship management software do you use? I was unable to find one that would give the real-time advanced metrics and reporting needed to effectively manage our team, so we built our own advanced-level CRM system. We reverse-engineered exactly what we wanted, hired developers, and built it on the vTiger platform. We have continued to fine-tune it, and we absolutely love it.
Creating good content on my blog, along with a call to action, has been successful. I am building confidence with my social sphere. I also publish congratulatory notices when my clients successfully buy or sell a home. —Troy Schuyler, Century 21 The Neil Company Real Estate, Roseburg, Ore.
What’s one of its cool features? We can mass-communicate on a personal level. Through “hug” fields, we gather all kinds of information from our clients: their favorite sports teams, restaurants, activities, kids’ names, birthdays, and so on. We can follow up systematically and segment to particular groups. If a certain college team wins, we’re able to e-mail all of those fans congratulating them on the win.