By Jessie Trapp, Marketing Coordinator
Sphere growth is the bread and butter of your real estate business, as it’s an integral part of keeping business constant and expanding your reach via word of mouth. As we have discussed, keeping your CRM database clean and organized is necessary in order to fully utilize the connections you have and successfully turn them into leads. The process of getting the contact information to put into your database in the first place can be a whole separate hurdle to tackle though, as efforts to stand out can easily get lost among the efforts of every single other real estate agent trying to do the exact same thing. It’s incredibly annoying and slightly discouraging – we know.
Rest assured, you’ve got this, all you have to do is bring your a-game to the table. Along with your strong online marketing strategy, get your hands dirty and go the extra mile to think outside of the box and make a lasting impression. To get you started, we have compiled a few unique and corky ideas to further grow your sphere and become the first name that clients think of the second they decide it’s time to buy or sell.
Forget me (not).
Full disclosure – I can’t take credit for this idea as it was something I saw years ago, but it’s simply too good not to share. Go to the store and snag packs of “forget-me-not” flower seeds. You can even order personalized seed packs if you’re in the mood to really get fancy. Attach your business cards to the seeds and spread them around your neighbor’s doorsteps. Not only will this spread your name, but it will ensure they won’t “forget about you.” Get it? Genius, I know. The point is that regardless of how cheesy it may be, the cleverness and effort will be impossible to forget, resulting in a win for you.
There’s never a bad time for skincare.
What earns the respect and attention of people in your community more than you showing that you care about their hydration and skincare? I’m talking about sunscreen and water. Get your logo and name put on mini tubes of sunscreen and water bottles. A website like this will do the trick. Great, the weather forecast is heating up! Sounds like the perfect time to head down to the local park or swimming pool and make your neighbors’ days with your new swag. Not only will they see your name every time they use the product, but they will also have a positive association with you from the get-go because it shows you care about them. Aw.
Get out the hotdogs.
Or veggie dogs, whatever suits your fancy. Who doesn’t love a good summer barbeque? Invite friends, family, neighbors, and your local grocers to join you for a get-together. Know any aspiring rock stars? Invite them to put on a show. People love to work with fun people, it’s just a fact. Showing off your personality will not only help market your personal brand, but it will also serve as a major networking opportunity. If you really want to make the most of it, cover the napkins, beverages, and cups in your logo. Shall I say it again? Exposure, exposer, exposure. If you still aren’t sold, think of it as an excuse to be surrounded by dogs – you’re welcome.
Regardless of if you actually bring these ideas to life (although you totally should), the point is that getting your creative juices flowing can be fun and help your sphere growth throughout the year. You want that, we want that for you – let’s make it happen. And once you get all of those new contacts into your system, let us know, we can help you with that too.
By Tiana Baur
It’s hard to keep a house clean, but it’s even harder to keep contacts clean. People get married, get divorced, move away; life happens. For all these reasons, it’s extremely important to keep an up-to-date client database so you know you’re putting the right focus and marketing efforts on the right people.
The best way to put it: living with a dirty database is a lot like living with termites. At the beginning it’s not a big deal; there’s not many of them and you probably haven’t even noticed their existence yet. Then, all of a sudden, they creep up on you and before you know it, you have to re-do your basement. As time passes, one out of date contact quickly turns into dozens of contacts. If you could do something today to prevent the flood of bad sphere marketing, would you?
The Solution: Get your contacts cleaned with Concierge.
Concierge is our new-ish MoxiWorks Support offering. One of the ways our MoxiWorks Concierge team helps you is by scrubbing your database of contacts and appending them with the most current data available today. Once it’s been scrubbed, you can choose between uploading the final list yourself or have us do it for you.
Here are the highlights:
- Identify and merge duplicate records
- Consolidate contact data for seamless upload and search inside of Moxi Engage
- + Guaranteed turnaround of two business days
Whether you have us clean your contacts for you or you DIY, these are some marketing tools you’ll be able to use more effectively when that database of yours is squeaky clean:
Neighborhood News sends automated market snapshots and overviews, personalized for each subscribed contact in an agent’s Moxi Engage account. These monthly emails keep your sphere up-to-date on market happenings in their part of town. It’s a must-do for all Moxi Engage CRM users as a vital touchpoint.
Insights is like concierge, but for extra data you don’t currently have access to, and it lives inside your Moxi Engage CRM. It instantly supplies your database with extensive public data on your sphere. With the subscription of Moxi Insights, you can “set-and-forget,” while it always updates you with the most recent available information out there. Expect to get data from general demographics, housing info, lifestyle choices, financials, and hobbies to where clients/prospects donate and invest their money. Agents can potentially see if their clients have pets, drive certain cars, or if they’re a value shopper. With the help of notifications and badges signaling if they’re highly likely to buy or sell, it’s easy to know how to best conquer your precious (and newly-CLEAN) sphere!
Without a clean database, you’re not able to properly use the powerful tools you have at your disposal. All of this dramatically affects your ability to market to your sphere, the bread and butter of a well-run real estate business. Don’t believe us? See what Matthew Ferrara has to say about it.
By Matthew Ferrara, renowned Philosopher & Speaker
Remember the days when you kept a few business cards of influential people in your wallet or purse? Perhaps they were friends, advisors, peers so important to your career, you never wanted to be without their information handy. Today you store hundreds of these contacts in your smartphone, but it’s still the same: What’s in your database are your keys to success.
Most of us have a database, filled to overflowing with everyone and anyone we’ve met over the years. If you were to scroll through that list today, you might be surprised to find you recognize only a small percentage of the records. Much like social media accounts, we’ve collected more than we’ve connected with in a meaningful way. Perhaps it’s time for a little housekeeping.
A well curated database should focus on the people who are most influential to your success. The people you’d take a call from at 2am in the morning; or could rely on to answer your email in the same day. Are you developing a list worth more than any other data you could download? If not, start by reducing it to a group of relationships that matter most. Move everything else into a separate address book.
As a salesperson, your sphere of influence is the heart of your business. Every system, tool and technique at your disposal should be aimed at strengthening relationships with this core group of connections. Every part of your growth strategy should start from your clean database of key people: The clients who work with you repeatedly. The friends who refer you regularly. The peers who help you solve problems and delight clients reliably. Only a painstakingly-nurtured database makes this kind of difference in your success.
High performing individuals know the difference between quality and noise. You get noise every day – filtering through dozens of half-baked emails that make it impossible to connect with a real person – when you would have been better off a quality conversation with one past client. It’s not volume, but deepness that matters in a database. Your database should help you recall what’s important to each individual: The depth of their lives, the context of their needs, the details of their last transaction, and their hopes and dreams.
In so many ways, a well-appointed database fuels your prospecting performance. How to reach them is just the beginning: What to say, and why, matters. Whatever the tool – an email, a call, an online ad – your database drives decisions around content and message. The higher the quality, the better the results of every engagement. Strong data goes beyond purchase history: it’s a matter of personal history. It helps you stay connected so strongly, you’re beyond the reaches of any competitor.
A deep database is a powerful asset; it helps build business today. It’s also something to sell in the future. When the time comes for an exit strategy, selling your business will depend upon the value in your database. Potential buyers of your database – a new agent, a growing team – won’t want a mere address book. They will pay for insights, reflections and recommendations on how to transfer your relationships to them. Any artificial intelligence could tell salespeople how to call your people, for a few pennies per contact. But your well-maintained database filled with stories – your human intelligence – will be a priceless ticket to retirement.
If you doubt how important your database is, consider this story: In 2010, the creator of Star Trek Gene Roddenberry’s rolodex sold at auction for about $1200. It contained contact cards for William Shatner, Leonard Nimoy and others from the now-famous series. And yet it didn’t do very well at auction because it was just a list of disconnected phone numbers. Nowadays people can connect directly with Shatner and Takei in an instant: They can forge their own relationships for free. A database of contact information is meaningless.
And yet if Shatner were to write a book about those relationships, fans would spend millions to get a copy. A book is just another kind of deep database – one in which context matters more than contacts – chapters more than the index. So, consider your database today. Is it full of clean, deep and high-quality content about the people you consider most important to your business? If so, you’re well on your way to taking your career where few have gone before.
By Tiana Baur
Your current and past clients are what gave and continues to give you the entirety of your real estate business, which is why your sphere – or database – is the make or break of your success. It’s the meat and the potatoes, the wheels and the gasoline, the peanut butter and the jelly… you get the point.
The data to back it up
In fact, according to our data, those who converted people in their Moxi Engage CRM, did 40% more business than those who didn’t. To clarify, conversions simply mean moving people through your sales flow in your CRM, from marketing, to prospect, to active, and into pending. Because of this, not having your database be clean and up-to-date, with no duplicates, can mean kissing that 40% goodbye. Let that sink in. Using your CRM is such a simple daily task, that can completely transform your real estate business and put lots more money in your pocket.
Clean up your database by doing nothing
The worst part about this, is that cleaning a database sounds extremely daunting. With everything else going on, it gets pushed down the to-do list time and time again. What if we told you that you could get a clean database in 48 hours by doing practically nothing?
Welcome to Concierge – our new offering to help agents with the busy work. We want to do the heavy lifting, so you can hit the ground running and take full advantage of your MoxiWorks products. Saving time and LOTS of potential frustration.
The MoxiWorks Concierge team helps you by scrubbing your database of contacts and appending them with the most current data available today. Once it’s been scrubbed, you can choose between uploading the final list yourself or have us do it for you. The concierge database clean-up will:
• Identify and merge duplicate records
• Consolidate contact data for seamless upload and search inside of Moxi Engage
• + Guaranteed turnaround of two business days
For reference, the regular contact database clean-up is $150, while the premium contact database clean-up is $300. Our Premium service includes dedicated phone support throughout the process.
What are you waiting for? Save time, enhance the accuracy of your contacts in Moxi Engage, and get that 40% more business you deserve by converting contacts through your sales flow!
By Maddie Jostol
The market is heating up, and agents are getting busier, which means you need to take the necessary actions to make sure your marketing efforts go as far as they possibly can. Sphere selling is the key to success in today’s market because it grows an agent’s business on repeat and referral business. Everyone is thirsty for leads and the competition is so hot that relying solely on purchased leads just doesn’t cut it. You see, it’s all about human connection. We always recommend you use technology to your advantage, so you can automate the busy work and open up more time to build real, human connections.
1. Showcase your personal brand
As far as we’re concerned, there is nothing wrong with showing your personality as long as things remain professional. In fact, it will work to your advantage and make your marketing efforts more effective. Your personal brand is how you present yourself to the world – this should include your unique personality, style, and values.
People want to work with people. The reason homeowners work with a real estate agent is to have someone to guide them through the stresses of the home selling or buying process. As you write content, create ads, and go about your typical marketing activities, don’t forget to make sure your personal brand is shining through.
2. Make it personal
When it comes to social media, don’t just actively post, but truly engage with your audience. Many of us focus so much on just posting regularly, that we forget that social media is a two-way street. Putting content out there is certainly important, but make that content go further by engaging with those who react to it.
When you respond to inquiries via social media, email, or other channels, respond with care. Even if the request doesn’t directly earn business, being nice and offering a quick, personal reply, uplifts your brand’s reputation.
3. Make it in-person
Don’t get us wrong, digital marketing has never been more important. However, there is still something particularly special about gathering people. Particularly if you work in a small community, try hosting an event (think: pancake breakfast or wine tasting). You can make it a community gathering or a charity benefit, but the idea is that you’re bringing people together. It’s the perfect opportunity for you to get back in touch with old prospects or clients and for you to showcase your commitment to the local community.
4. Keep in touch
The better your sphere knows you, the more effective your marketing efforts are going to be. Think about it this way: if you’ve had light, relative touchpoints with someone in your sphere over the past year, it creates familiarity, which means they’ll be much more responsive to your marketing efforts. It builds brand recognition and loyalty, meaning those people are much more likely to comment on your posts, forward your content, and share your information. This expands your sphere of influence, and in turn, means your marketing efforts get more bang for your buck.
By Tiana Baur
We recently launched a brand-new tool! It’s called Publish and it’s beautiful.
Publish lets you and your offices create eye-catching presentations for your agents to send to their clients. Newsletters, holiday wishes, and everything else, now as a vital touchpoint.
It happens to be a feature within MoxiPresent, so every brokerage out there with MoxiPresent already has access to Publish capabilities! MoxiEngage can augment this experience as well, which we’ll talk about below.
Publish leverages the brokerage’s biggest asset, without any additional cost. That asset is your agents’ spheres. Think about the number of agents you have in your brokerage for a moment. On average, agents have 400 people in their spheres. So, you would potentially be reaching hundreds or thousands, if not millions of contacts, staying relevant and within your local footprint.
Publish helps in numerous ways, the most important being:
- Brokerages and office managers can create content
- Clients get interactive, responsive, branded content from their agents.
- Helps agents stay in flow without them having to lift a finger
Brokers and brokerage marketing departments can now create and distribute high quality, branded content to their agents through Publish. Brokerages can add value to their agents by providing content while maintaining brand standards and quality.
For Office Managers
The content created at the company level can be passed to the office level, where the office admins or managers can add hyper-local content to the company presentations. This gives the office admins/managers the opportunity to add value for their agents with a brokerage benefit. After all, hyper local content is the essence of all good marketing these days.
Agents now have a host of new materials at their fingertips to use to keep their SOI in flow. The agent didn’t have to take time to build it themselves, and the automation through Engage allows agents to stay top-of-mind with very little effort.
MoxiEngage + MoxiPresent
For the brokerages that are MoxiEngage AND MoxiPresent users, the experience also allows for automated delivery of published presentations to pre-set groups or sphere members in an agent’s MoxiEngage CRM account.
Why’d we choose to build it on the MoxiPresent CMA tool? Because it is infinitely editable and doesn’t even need listing data for it to work. Add any dynamic, interactive content you want like graphs, any type of virtual experience like Matterport, videos, and it will be responsive to mobile devices, which is where we find consumers.
Want to learn how many impressions your brokerage could be receiving with Publish? Contact your the dedicated Account Manager for your brokerage to learn more.
By Tiana Baur, Content Marketing Manager
Your sphere is the lifeblood of your real estate business, but there’s only so much you can know about every client in it. Public data is the one thing that can make all the difference. Using public data can help your marketing efforts be more tailored to your sphere, and, in return, make you stand out above the rest. Instead of focusing on a given neighborhood, with public data you can drill down to personal interests, like where people like to invest and donate to and if they enjoy reading books or watching sports.
This is where Moxi Insights comes into play. It’s our public data offering for real estate agents to get the most out of their databases and to notify them when their clients are most likely to buy or sell. Moxi Insights gives quick and organized client information to agents through their CRM, from general demographics, housing info, lifestyle choices, financials, and hobbies to where clients/prospects donate and invest their money. Agents can potentially see if their clients have pets, drive certain cars, or if they’re a value shopper.
Notifications and badges let you see when people in your sphere are looking to downsize or could afford a larger home, signaling if they’re highly likely to buy or sell. All of this makes it easier for agents to maintain control of their sphere, and of course, save them some precious time.
Here are eight ways to use public data to make your marketing shine:
1. Instead of hosting a party for everyone, host smaller get-togethers with people who have a mutual interest. Invite golfers out for a round, get a guide for your fisherman fiends, host a wine/tapas tasting evening for your foodies.
2. Know your audience. Send investment opportunities to investors and charity/donation drives to those that like to give their money to a good cause.
3. It’s the little things that count. If you know someone is a book lover, invite them for a coffee at a bookstore instead of at a random Starbucks.
4. Send soon-to-be empty nesters your “Downsizing tips from the pros” guide. Moxi Insights informs you when people are probably thinking of downsizing.
5. Buy a suite or even a few seats to the next game. Invite your sports fans or send the tickets to them as a special treat.
6. Send all the highly-likely-to-sell people your “How to list your home” guide. Moxi Insights lets you know when someone is highly-likely-to-sell. Maybe they just had another kid and are going to need more room, or maybe they are living well below their means and are looking for an upgrade.
7. You get internet leads and you don’t know anything about them. Having a little background info on them shows you’ve done your homework. Everyone does the same thing before they get interviewed for a job – this is no different.
8. If anyone has a badge (which many likely will), send an unsolicited CMA, a handwritten note, or text or Facebook message them for a coffee or cocktail date just to chat and catch up. Spend extra time with them – not necessarily talking about anything on the Insights report but reconnecting with them at the perfect time.
Customer data is an extremely powerful tool – it’s time to implement it into your marketing strategy. Remember, knowledge is power. If you need more ideas for how to use public data for your marketing and real estate business, we’ve put together a list of 100 ways to use Moxi Insights to make the most out of your marketing efforts. You can download the entire eBook here.
By Maddie Jostol
Everyone needs more leads. The constant search for the most cost-effective, quality leads generates a constant buzz across the real estate industry. But what if the best leads are hiding right under your nose?
Growing your repeat and referral business is what will keep you afloat in this competitive market. Agents across the nation are thirsty for leads and end up competing over low-quality purchased leads. When you have a base of contacts that you nurture and stay in touch with, you have a sustainable business.
Growing and nurturing your sphere means that you have to rely less on low-quality purchased leads.
Don’t get us wrong… it’s all about balance, and we realize that purchasing leads can be vital in supplementing your business growth. The difference is: you know more about leads that come from your sphere. You’re leveraging a relationship that already exists, even if it’s simply familiarity.
When leads are generated from your sphere, you already have a huge leg-up because you have some level of knowledge about them. Contacts that are in your database have information you’ve aggregated over the years, but they also allow you to leverage data to learn more about the person. Moxi Insights, for example, aggregates public data for every person in your sphere. What’s this mean, exactly? It means you now have an idea of whether or not John Smith has kids, or that Sarah Miller likes to donate to environmental causes, or that David Johnson’s kids are now teenagers, so he might be thinking about downsizing in the next few years.
This gives you power.
The more you know about a person, the better experience you’re able to deliver them, and in today’s world that experience means everything. Access to public records doesn’t mean you act as a psychic who knows the ins-and-outs of someone’s life. It simply means that when you host a golf tournament, you can make sure you invite those who are actually interested in it. That means you have a better understanding of what someone might be looking for when it comes to searching for a new home. It means you’re able to reconnect with people from your sphere at exactly the right time.
With insights like these, you can easily identify who in your sphere is likely to have a transaction in the near future (if you use Moxi Insights, a badge will actually appear near contacts when they’re likely to buy or sell). This is incredibly valuable in knowing who you should be reaching out to today, so that you can reconnect with those contacts and be top-of-mind at the exact right time.
Sphere-based leads will ensure your business growth moving forward. The competition is only heating up, so agents need to strengthen and leverage existing relationships to achieve success and growth. That, paired with a valuable source of data, is the recipe for valuable leads, and in turn, sales.
By Tiana Baur
Time to take the “pitch” out of your marketing strategy. Content is the here and now, and the future of marketing as we know it. Growing your business is all about leads, and attracting said leads comes much easier when leveraging content marketing.
Chances are you’ve heard of content marketing, but maybe you aren’t exactly sure what it entails. According to the Content Marketing Institute, a resource for – you guessed it – all things content marketing, describes it like this:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.”
The general concept behind it, is getting rid of the “pitch” aspect many marketers in the past have come to love. With this style, instead of pitching your real estate services as an agent, you are providing truly relevant and useful content for your prospects and current clients, helping them problem solve and get their wanted information. In doing so, they will keep coming back for the valuable content you’re providing them on your agent website or blog, making their decision to choose you for their next transaction an easy one.
Unfortunately, content marketing takes some work. It takes quality planning and regular distribution of content that builds your brand and your awareness in the market. There are three things you must do in order to have the content marketing foundation that will pay dividends:
1. Start with a content calendar
A content calendar is the engine that keeps your car running. It also keeps you focused, with your eyes on the road, knowing which turns to take and which roads to drive on. A little content here and there isn’t going to give you the leads and return you are looking for. Consistency is key. Building a proper content calendar that fits your schedule and style is essential. If you’re looking for a template, we suggest taking some notes from this one.
2. Create unique, highly shareable content
A content calendar means nothing if the content you’re putting out is total crap, so play to your strengths and your specializations. You can’t know everything about every topic; pick three or four main umbrella topics and build out your content from there. Maybe it’s DIY projects, fixer-uppers, or interior design. Maybe it’s deep market analytics and investment properties. You know you best and you want to be able to talk intelligently about the topics when you meet these potential clients in person.
3. Provide value
This can mean different things depending on your unique audience. Think about who you want to target. Is it the neighborhood you do the most business in? Or first-time home buyers? Whatever your ideal client looks like, focus on them.
At the end of the day, you get out of marketing what you put into it. Content marketing can take more planning, creating, and time in general. However, it is a prime example of quality over quantity and your audience will thank you for it. This is what gives prospects that little extra motivation to do the one thing you want them to: pick up the phone and dial your number.
If you want more info on content marketing, see Content Marketing Institute’s getting started guide.