One of the biggest feature requests we’ve heard from our customers for years has been including photos in the property update emails. We were hesitant to introduce this change for so long because we believed providing images and info about properties directly in the email would mean that leads feel less motivated to return to the website. However, since this was the all-time MOST requested feature, the team at Real Geeks decided to run a test to determine once and for all what the best experience was to help agents build relationships and provide value to their sphere. The Challenge: How can we give the emails a much-needed update that would drive lead engagement while minimizing website traffic loss?

Work began on this project late last summer. We spent a lot of time analyzing best practices in the marketplace and workshopped numerous designs for our new property updates. Based on our research, we knew the emails needed to contain the following:

  • A short and sweet greeting that invites the lead to connect for help finding their new home
  • Branding that conveys the agent’s professionalism
  • Listing photos and key property details that the lead would find helpful
  • A mobile-optimized style that kept the lead energized in their home search

In October, we finally kicked off the first round of testing and while the results were good, they weren’t good enough. Feedback on the visual appeal was generally positive, but it seemed we over-emphasized the photos because they were so large that they dominated screen space on mobile devices. We had also aimed to provide leads with more options to view results and edit searches. However, there were now so many links that leads didn’t know where to click–resulting in a click-through rate that dropped by nearly 70%. Yikes!

So, we took the lessons learned back to the drawing board and created a new email template that we then began beta testing in early January. The property photos were scaled down to match the ratios used in the Anna website template. Extra links were removed and some buttons were de-emphasized to make sure the lead would actually be drawn to focus on our primary call to action (CTA): “See all results”. We also tweaked the styling to use a more inviting blue instead of the more aggressive red and left-aligned the text for easier reading.

This time, the results were much more in line with our goal. Click-through rates for the new beta design quadrupled from where they were during the first testing period, meaning website traffic was much less impacted (down approximately 30% total compared to control group companies being observed). Another major gain we noted when talking with the participants in the beta group was that an increased number of their potential buyers were more responsive through emails and texts. According to these agents, they felt busier than ever.

All that said, some folks may still want to stick with the original, link-based property update templates. Not including any listing photos directly in the email means leads have to repeatedly return to the website to view their saved search results. This format works well for companies with newer websites for which they’re working to build SEO via direct site traffic. Alternatively, companies that invest in a more website-based engagement approach for their leads (blog posts, for example) would also want prospects revisiting their web pages. We’ve left the option available in the Site Backend so that you can easily select which approach best suits your business. In the meantime, let us know here if you know now you want to stick with the old format.

We’re thrilled by the wins the new property update emails are going to bring to our customers. This release has been a long time coming and we know that you’ll be just as excited about it as we are. The much-anticipated property update emails with listing photos are coming MARCH 9, 2022 to inboxes everywhere!

 

Feature Highlight: New Listing Photos and Details 

Hook buyers with a first impression words alone can’t convey. Feedback from our beta testers indicated leads were more inclined to communicate back when they could readily see examples of properties directly in the email. Leads also requested more showings for these properties. Saved searches are now also even more effective at maintaining long-term nurture relationships for those leads not looking to buy now, but will keep opening your emails to check the possibilities.

Feature Highlight: Personalized Branding

Once a buyer spots the perfect listing, they need to know who will help make that dream a reality. The fresh new design of the property update email introduces personal branding that reassures leads that they are working with professional and personable experts. When the time comes for them to purchase their new home, they will remember you.

 

 

Published on Mar 2, 2022 under ,

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Real Leads by Real Geeks is a highly efficient and effective marketing solution for generating, capturing and managing home buyer/seller leads.

One of the best lead generation and management systems available. A fully integrated custom IDX and marketing solution to drive traffic, capture leads, manage-cultivate them and close more transactions.

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Coaching Keeping It Real

Keeping It Real: The Resources To Equip Your Real Estate Team for Success with Sascha Chatman

Keeping It Real: The Resources To Equip Your Real Estate Team for Success

 

 

In this episode of Keeping it Real, Sascha Chatman and  Frank Klesitz, CEO of Vyral Marketing, break down how you can equip your real estate team for success.

Learn more about the resources needed to manage your own team of real estate agents. Of course, a capable workforce is one thing for generating leads and obtaining success in the real estate world. However, having the right resources available is one of the critical factors needed to equip your real estate team for success.

Recruiting Presentation 

Transforming Your Success into Their Success

Creating a Schedule

Buying this Year vs Next Year

Discovery Phase

The discovery phase is meant to determine whether or not the agents being recruited are the right fit for their real estate team while providing the necessary details for the agents to know what their team is about. Sascha first discusses their team goals and strategies to ensure agents know exactly what they're walking into. He also discusses other matters, such as expectations from the agents themselves and their commissions.

The discovery phase may be one of the most important parts of knowing how to equip your real estate team for success. In order to succeed, you need to have a reliable workforce on your side that shares the same goals and is willing to cooperate with the rest of the team to move forward. Having a compatible and efficient team is one of the best resources you can have in real estate, as it can significantly affect your business' productivity.

Ad Educated Buyer is Easier to Work with!

Agent Utility Belt

This is the highlight of the entire video. Sascha compares his utility belt of resources to Batman's belt of tools and trinkets. This belt essentially exists to store all resources and keep them within reach. Don't get the wrong idea, though. It's not an actual belt. Instead, it is usually a cloud or a compilation of all your valuable resources, such as videos, links, and other agent tools. Having a utility belt that is curated specifically for your team and your needs could help increase the productivity of your workflow because you won't have to scavenge for resources when you need them.

Not only does it make you more productive within your workplace, but it also gives off the sense that you are reliable and organized. When clients ask for something, you will easily have it within reach. 

Clients understandably have many questions before closing the deal, so one of the best ways to answer them is to grab a resource from your utility belt. For example, you're talking to a client about title insurance. Instead of answering their questions yourself, you could take an informative video from your utility belt and ask them to watch it. This makes it easier to understand and relate to.

Having a utility belt is a great way to equip your real estate team for success. It also comes in useful during business transactions. All in all, it's one of the best resources that a real estate team can have.

Having the right resources is essential in equipping your real estate team for success. Create an agent utility belt that caters to your team by signing up for the Real Geeks platform today. We provide valuable resources that you and your team can use to achieve the best possible outcome in every situation. Get started with us today!