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The Power of Online Content

Where do Buyers Find Agents?

Only 9% of home buyers find their agent online, according to National Association of Realtors (NAR). Even with online search portals being the first place buyers look for homes, these numbers are very similar to 10 years ago.

Referral Sites

I think it’s ludicrous to think that only 9% of buyers and sellers find an agent online. Everyday, I’m getting an email from a big referral site, like UpNest.

Here’s how the referral sites work. People go on Google and search “top agents in my area.” Referral sites pay for PPC (pay-per-click), and show up at the top of the search results. The person will then go into one of those websites at the top of the page, fill out some basic information about their property, and click “Find an Agent.” From there, agents in the area will send over proposals to the potential seller.

Those people might say they found an agent through a referral source, but that actually stemmed from online research.

The Power of Online Content

Along with online research, online content has a significant impact on who is getting referrals.

If I didn’t constantly put out content online, I wouldn’t get half the referrals I do.

I can’t tell you how many situations I’ve had where someone has said, “Hey, so-and-so referred you to us. They’re one of my good friends, and they said you were the best agent.” And I’m thinking: So-and-so? I don’t even know who so-and-so is.

Here’s what I do know. So-and-so is following me on Facebook or Instagram, and they see I’m more consistent in the marketplace than anyone else they know putting out real estate content.

So they refer.

Use Content Marketing and Social Media to your Advantage

You may realize that creating content and having an online presence is important, but don’t know where to begin. Get started today with a few pointers:

  1. Focus on adding value. Creating content is a way to add value to other people’s lives. Begin by thinking about the questions you are asked over and over by clients. Answer those frequently asked questions in the form of a video or blog, and send them out on social media platforms.

  2. Maintain a regular schedule. Put content creation in your schedule. Being consistent online will help people remember you and what you are doing.

  3. Connect with others. Comment, answer questions, like, and share other people’s posts. You have to create relationships with like-minded people who can elevate your own strategy and brand.

Social Media Keeps You Top of Mind

NAR states that 42% of buyers find agents through referrals. When I look at my closed numbers, I’m like man, over half of my deals are from people I know, referrals. NAR isn’t wrong about that.

But those people, my friends even, would not refer me that business if I didn’t produce this content online. Here’s why: they’re not going to refer their friend over to somebody that is not a rockstar.

Again, those referrals stem from online content.

This goes for past clients as well. Maybe you haven’t talked to that client in three years. But they see you online, they see your listings, they see your personal Instagram. They feel like they’ve followed your journey these past three years because of your social content.

That 42%, to me, is being referred over because you are connected to that person socially or online.

NAR lists using an agent previously used to buy or sell a home at about 25%. That makes sense to go back to the person you used, if that person is keeping in touch.

And what’s the easiest way to keep in touch right now?

Through online content.

We live in a digital world, so it all comes back to the content you are producing, how consistent you are, and how much value you are adding.

The question is NOT: Where do you get your business?

The question is: Are you doing enough online?

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