1 – Don’t cast too wide of a net: Focus on a well-defined agent type. Great campaigns don’t try to reach every agent. Instead, they have a clear idea of whom they’re targeting.
2 – Don’t worry about long-tail keywords: Unless your company can compete with the giants of your market segment — and giants of every segment, like Zillow, Amazon — it’s best not to put too much stock in these keywords.
3 – Emphasize qualified leads: A qualified, well-understood agent persona is much more than an email address. With a thoroughly developed agent profile, including data about sales, closings, and identity, companies have better results. This is one of many areas where powerful, effective analytics comes into play.
4 – Align large and small details to the defined personas: A strong campaign should feel relevant, attractive, focused and engaging to its recipients.
5 – Segment your database, continually: Building the difference between prospective and existing agents into targeted variations of the same campaign, for example, helps real estate companies realize the best results. Continually segmenting databases through the use of effective data and analytics tools is one difference that sets leading brokerages apart from the rest of the pack.
6 – Properly value existing agents: You already have a stronger relationship with existing and past agents than with potential ones. An incentive like an agent referral fee — with the exact terms defined in part through analytics and data — can often secure new agents.
7 – Gather feedback: Valuable intelligence about your brokerage, agent support and customer service comes from social media and many other online communities. Brokerages should be where their agents congregate online, then gather feedback for review by staff and use in automated analysis.
8 – Build emotional connections: Lasting, meaningful connections with core agents are important. Building these relationships means a long-term encouragement of more agents to join your real estate firm.
