Greater Victoria realtors have an unusual problem.
It’s not buyers. Every time you turn around, you bump into another buyer desperate to call Victoria their home; willing to do anything to have a chance to bid for a new listing. Realtors have plenty of time to carefully select buyers, ensure they qualify for a mortgage and keep them enthusiastic to buy in Greater Victoria.
What you don’t have is inventory to sell. It’s a frustrating situation - like waiting in line for hours at Best Buy to get the latest iPhone only to finally get in and find all the shelves empty.
It’s a beautiful city with an uplifting environment, marvelous lifestyle. It's sad your buyers can’t move here. After awhile, it’s no wonder you're dealing with an attrition of buyer’s interest.
With a market approaching a one to one ratio of active listing to licensed agent, there are plenty of realtors without listings. To compete, you need to be a bit different, to stand out from the crowd.Here are four simple ideas from a marketer who is not a realtor. Let me know if they are useful. Be sure to tell me if I’m being naïve. The beauty of articles from a marketer is this. I don’t mind sharing what I know and learn (except for any information you share with me under a non-disclosure agreement – something I insist on signing before I work with you).
Solve a Seller’s Problem
Even though it’s a seller’s market, a seller still wants to get as much from the sale of their home as possible. If you show them Before and After photo of a home renovation, or demonstrate how you can help them declutter and stage a home for sale, you will immediately be solving a problem sellers may not even now they have. It’s worth having a section on your site demonstrating how you work with them.
Be Sure You Are Showing Up Regularly.
If you have a list of contacts and/or past clients you’ve tucked away in the drawer somewhere, it’s time to pull them out and get busy staying top-of-mind. That family you sold to four years ago may be thinking of selling and moving, or know friends who are. If you’re struggling to stay on top of your newsletters, social posting, blogs or news release, I can help.
Invite A High-Profile Guest to Write on Your Website/Blog
Who is a local expert that you admire? Who is doing work you respect? Even if that person isn’t in real estate, it’s a great opportunity to offer someone else a chance to be published to a new audience, and they, in turn, will promote your website blog or vlog by sharing it with their circles of influence.
Be the Oprah of Real Estate in Victoria
Interview that high-profile, local expert. Ask one of your clients a few questions. Or talk to your latest seller about how they came to be working with you. It’s easy to record a video on your phone once you start the habit. Stop worrying about the little details. Just dive in and get started. If you don’t have the time or you’re shy, I’d be delighted to represent you, conduct the interview and create the video for you.
Sponsor a cause that matters to you.
A financial planner friend of mine found the largest part of his business from sponsoring his curling league. He didn’t just show up. He paid some money to help the league promote itself, and he supported their mission. He originally committed to a year of service, but ended up supporting his league for five years. As people came to know him, doing business with him wasn’t even a question.
From rescue animals to cancer to children’s literacy, connect your cause to your brand. Don’t just do it once. Commit to it for at least a year. You’ll find it a financially worthwhile endeavor, but even more importantly, you’ll have some fun along the way!
I love real estate, but I'm not a realtor. That allows me to bring you the best information, ideas and marketing practices I've discovered, built and implemented with my real estate clients.
I'm a Victoria based creative writer and editor with a background in acting, investigation and content strategy. I walk the fine line between wrestling words into submission and encouraging language to come to life.