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Social Media Will Be Key Tool For Real Estate Success In 2021

A multitude of industries that rely on in-person interactions have had to make some major adjustments throughout the past nine months to maintain business during the worst global health crisis in the last century. The real estate industry is one of the biggest examples of this transition, as agents are realizing the power of the internet and social media in relation to the success of their business. 

Philip Scheinfeld is a prominent luxury real estate agent working for New York’s Compass who recently spoke with Forbes Magazine about the importance and power that social media has, and why it will be an integral part of the industry’s rise back to the top in 2021. Scheinfeld himself is one of New York City’s most successful young real estate agents, having sold over $150,000,000 worth of property throughout the city. 

“Having a social media presence is one of the most important, if not the most important presence you can have today as an agent.”

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Agents are now using social media sites beyond just Zillow to sell homes, find clients, and grow their brands during one of the most tumultuous economic times the US has faced in the past decade. Not being able to meet with clients in person has been one of the greatest difficulties for any industry that runs on making in-person sales, however, the uncertainty that came with navigating this new digitized means of performing business has led to a lot of great successes. 

“Social media is the strongest marketing tool we have out there,” according to Schenfield, who stressed how powerful it is to have a tool that gives you access to people all around the world within seconds. He also stressed the importance of having a good team of workers to navigate these new business models with, which holds true in any industry really. 

The engagement with clients that can occur over social media can also increase how recognizable a certain agency is. The more prominent and engaging an agency is online the more likely it is that their clients will share that story and page to their profiles, thus increasing exposure even further. It’s also important that clients still feel that personal connection over the internet. Scheinfeld claims one of the biggest struggles he sees with agents navigating selling property in the middle of a pandemic is that they’re not building enough of a personal relationship with their clients. 

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“Don’t follow trends and be cookie cutter. Make yourself different. That’s the power of social media—it’s your canvas.”

Scheinfeld claims his three biggest tips for using social media to grow your business are to engage, remember you’re representing your name/brand with every interaction, and to be authentic. Reputation is everything, and your online presence can quickly make or break that reputation. Don’t misrepresent your brand, but most importantly yourself, clients want an agent who can personally connect with them as it makes them feel safe and secure that you’re the best person to find them what they’re looking for. 

“Make sure that you are not treating your clients like transactions. Make them feel special, important and that you have their best interest at heart. Make it feel like a personal relationship rather than a transaction.” Regardless of the industry you’re in, using the internet and social media to interact with your clients, customers, or whoever else helps your business grow is the key for success in 2021. After this pandemic comes to an end the digital age will only continue to advance, and it’s likely that a lot of the digital practices we picked up throughout the past nine months will stick indefinitely, so take advantage now.

Holiday Open House

Setting Up The Perfect Open House For The Holiday Season

Selling your home during the holiday season can be quite difficult. The housing market in general is relatively low and with everyone buying gifts for all of their loved ones, acquiring new property can seem like the last thing on everyone’s mind. However, this shouldn’t discourage sellers, as there is massive potential in selling your home during the holiday season. One of the best ways for a property listing to gain traction is to hold an open house. The general point of an open house is to show prospective buyers the potential in your property for them. This is why “staging” the home is so important when hosting an open house. The staging process allows buyers to see the home as if it were move in ready and gives them a real idea as to what a life lived in that home could look like. What time of year says “there’s no place like home” better than the holiday season?

Staging a home with decorations for the holidays is the smartest way to give buyers a real vision of what it could be like if they were to move in. So hang the mistletoe, bake some cookies, and throw on the fire to really give potential buyers the “welcome home” experience. It’s basically like hosting a giant holiday party in which people can come and go as they please. 

Setting up a “buffet” style table of little holiday drinks and treats not only will attract individuals to your open house (who doesn’t love free food) but can also give them an idea of what it would look like to host a holiday party in their potential new home. Any standard long table will work as long as you have a relatively festive table cloth to drape over that. Accent the table with wreath embellishments, candles, tinsel, and most importantly, some cookies. There’s a ton of simple tips online on how to create holiday themed centerpieces for cheap. Basically, you want to act as though you’re hosting your families annual holiday party when it comes to the food display, and house display in general. After all, an open house at the end of the year is basically one big holiday party and the gift is your home! 

A really unique way you can advertise for your open house is to create holiday style “invitations” or flyers that you can post around town. Advertise it as a “Holiday Open House” people love a good theme for any sort of event. Slap on the fact that they’ll be cookies there and foot traffic will be booming. Even if the people who come just end up eating a few desserts and leaving, you never know who those people know in regards to who’s looking to buy a new home/property. So make your property open and inviting for all, that’s what the holidays are about after all. 

Speaking of making your property open to all, you want to enforce that it’s a “holiday” open house, and not just a Christmas affair. Christmas trees and decorations like that which are generally only associated with Christmas aren’t bad, as these are generic symbols of the holidays in general, but religious memorabilia should in general be kept at a minimum, however, being inclusive to all holidays in terms of decorations doesn’t hurt either! 

If your property has a fireplace, definitely light it up, as well as some holiday scented candles. Engaging clients senses is always a smart way to engage buyers during an open house and truly give them a sense of “home”. It’s why real estate agents often put a ramekin of vanilla extract in the oven to mimic the process of baking cookies. You want buyers to already view the property as theirs before they even see all of it. 

Play some holiday music as well to really set the mood. Going with a classical piano holiday playlist is the best way to have the holidays engulf a space without being the main focus point. Instead, the combination of simple piano, good food, warm temperatures, beautiful decorations, and balsam smells will make prospective buyers feel like guests in their potential new home, as opposed to just clients being shown a product.