The more eyeballs you get on your property listings, the more likely you will attract interest, generate leads, and close a deal with a hefty commission. But, as an experienced CRE pro, you know it’s rarely that simple. Today’s buyers are time-pressed and inundated with information, and earning a prospect’s attention means finding unique ways to stand out from your competitors.
Today we’re examining a few best practices highly successful CRE pros use to get in front of qualified buyers or tenants and encourage them to take the next step.
Your brokerage website is one of the best places to showcase your property listings because it’s a space you already own. You have complete control over what you share and how you share it.
The primary drawback to this tactic is you’ll need someone to manage the process and ensure all listing content on your website is up to date. But, if you use an inventory plugin, any properties you list will automatically appear on your site. As the status of each listing changes, the status will change on your website as well—no manual website updates needed.
While adding a page of current listings can be useful, it’s also helpful (from a search engine and user’s standpoint) to create a unique property website for each listing.
Of course, building individual websites can be time and labor-intensive, often requiring assistance from a designer, developer, search engine optimization expert, and other skilled professionals. However, by using a solution like the Buildout CRE property websites tool, you can automatically publish websites populated with the listing details you enter into Buildout.
Each website will have its own unique URL to send to prospective clients and buyers. And it integrates with our CRM, so all your lead information will be easily collected and organized for a streamlined follow-up process. Because the listings live under your primary website domain, it’ll help improve your SEO ranking (and won’t take away from the existing SEO credibility you’ve worked so hard to build).
Email has long remained one of the most powerful tools in any organization’s marketing arsenal. In fact, it’s so effective at engaging prospects and moving buyers down the funnel, a Litmus survey found that four out of five marketers would rather give up social media than email.
In other words, if you’re not leveraging email to promote your listings, you’re missing out on a massive opportunity.
Professionally branded CRE emails can help maximize listing exposure and ensure you’re sending the right listings to the right audience segments. Not only will you help make the process more convenient for your prospects by automatically delivering relevant listings directly to their inbox, but these automated emails will also help establish brand consistency.
Of course, not every prospect will know to visit your website. To reach new buyers who aren’t already in your database, you’ll want to ensure your listings are available on popular industry marketplaces too.
The Buildout syndication functionality allows you to push listings to sites like AnthemIQ, Yardi, Digsy, Spacelist, and more. Instead of painstakingly adding listings to each site one at a time, you can syndicate your listings to several marketplaces at once.
A whopping 4.62 billion people are active on social media as of January 2022, according to data from Kepios. People scroll through social feeds on and off the clock, and a well-timed post can garner significant engagement. Because social media platforms are ripe with opportunities for exposure, it’s a great way to get more eyeballs on your listings.
Of course, manually publishing posts for each new listing can be tedious, especially if your brokerage lists several properties at once. To help alleviate the burden, Buildout now includes a social sharing feature so you can share to Facebook, Twitter, LinkedIn, or email.
Sometimes you’ll have no trouble driving interest to your listings and earning lots of engagement. But not everyone who visits your website or finds your listing through a third party will be ready to buy. And the last thing a busy broker wants is to waste time working a lead that’ll never go anywhere.
Gating your content is a great way to help weed out the insincere. This way, anyone interested in seeing specific documents, like floor plans or sale brochures, will have to request access. And once you’ve granted them access using a tool like Buildout document sharing, you can track their interaction with that asset.
This can help you determine who is genuinely interested. (For example, if someone downloads multiple documents for a listing, that’s a good indication they’re ready for the next phase and a signal you should reach out.)
When it comes to earning leads for your CRE listings, modern brokers have to do much more than place a sign out front. You have to be intentional about how, where, and when you promote your properties. Fortunately, by making a little extra effort to amplify your listing and drive more traffic to your site, you’ll be rewarded with a healthy uptick in engagement. And by leveraging a solution like Buildout, you can quickly grow your listing exposure without adding to your extensive to-do list.
Are you ready to get more from your property listings? Download our guide to learn how to solve your biggest deal and listing management challenges.
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