Mastering Community Engagement: Insights from Real Estate Prof. Barry Jenkins
It's about connecting with clients, adapting to change, and sometimes, reinventing the wheel.
Especially in a seller's market, engaging with sellers is absolutely critical. But how do you do it effectively?
In a recent webinar, Prof. Barry Jenkins, Head Realtor in Residence at Ylopo, dropped some serious knowledge.
He shared how Ylopo's clients are getting more engagement from sellers using the Seller Suite 2.0 toolset, and gave tips on taking full advantage.
You can watch his full video below.
Today, let's dive into the engagement strategies he covered and put them in a broader context.
First, let's cover the essentials of engaging with customers in today's dog-eat-dog real estate market:
Personalized Communication: Use CRM tools to track client needs and tailor your interactions. Make them feel special.
Educational Content: Build trust and show off your expertise by sharing valuable insights through blogs, webinars, and newsletters. Give them the inside scoop.
Speedy Service: When a client reaches out, jump on it ASAP. Fast responses = happy clients.
Social Media Savvy: Get social! Share updates, success stories, and market insights to connect with clients where they already hang out online.
Client Feedback: Want to step up your game? Ask clients for feedback regularly through surveys or one-on-one chats. Then actually use it to improve.
Having the right tools is like having a secret weapon. Here are some essential tools to streamline your engagement efforts and strengthen those client relationships.
With the basics down, let's get into the nitty-gritty of engaging sellers.
To really crush seller engagement, you need to know what type of engagement you're dealing with. Barry breaks it down into four categories:
Checking out the equity report you sent
Clicking the report for more deets
Playing around with the data in the report (like adjusting the estimated home value)
Straight up asking for your help (like bringing potential buyers to see the place)
Figuring out which category a lead fits into guides your whole approach.
The trick is to customize your outreach for each type, without coming on too strong. Most folks aren't in a huge rush to sell, so keep it chill.
No matter the category, you'll want to open with a subtle, indirect reference to the equity report:
"Hey [Name], [Your Name] here from [Brokerage]. I've been sending over an equity report for your house and just wanted to make sure it came through okay. Got a minute to chat?"
Then tweak it slightly for each engagement category:
For opens: "I saw you got the report and wanted to double check it loaded alright."
For clicks or data tweaks: "There were a couple things I wanted to confirm, since they affect the estimated value. Can we review real quick?"
For help requests: "I noticed you asked about [their specific request]. I'm happy to walk you through that process. I'd just need to check out the house first before bringing anyone by. When works for you?"
The goal? Acknowledge their action, tie it back to you and the report, and get the conversation going.
Once you break the ice, your mission is to uncover the lead's feelings and motivations around selling.
An easy, low-pressure way to do it is by asking:
"I know you're not planning to move right now, but humor me - if an amazing offer landed in your lap in the next 6-12 months, would you think about it?"
Their response tells you a lot:
If it's a no, they're probably not a hot lead at the moment. Keep nurturing them with your marketing, but don't push.
If it's a yes, awesome! Now you can dig more into their long-game plans, while steering the chat away from selling their current place.
Ask what they'd love to change about where they live now.
Get them dreaming about their perfect pad.
Have a consult like you would with any buyer - go over the purchase process, financing, viewing listings, the whole nine yards.
Really explore what they want and get them pumped about the possibilities.
This does a few important things:
Takes the heat off selling ASAP
Positions you as the expert advisor
Makes eventually selling their current place feel like just a step vs. the whole shebang
After really exploring their buyer goals, you can smoothly pivot to how you specialize in helping people sell to buy their dream home.
Explain that it's a tricky process, but one you've mastered.
This links selling their current place to landing that shiny new one they can now picture so clearly.
Now that you've linked selling to buying, you can zero in on getting into their home and locking down that listing.
The key? Offer unique value they can't get from online estimators like Zillow or Redfin.Try an approach like:
"I'm thrilled we're talking about this now, way before you're ready to sell. This is when I can help you most. Lots of people think they need to fix every little thing before listing, and end up wasting time and cash. My job is to check out the house and help you prioritize just the repairs that'll pay off when you do sell. I'm happy to pop by and do a quick 10-minute walkthrough with you. I've got Wednesday afternoons or Saturday mornings open. Which works?"
When (not if) they agree to the walkthrough:
Bring a CMA and listing presentation.
Tour the home quickly, giving honest feedback on repairs and staging. Let them point out any hidden issues.
Go over the CMA and listing plan. Most will be game since you're already there.
After covering selling details, pivot to their buying plans and timeline.
If they want to buy within a year, link them up with your go-to lender for pre-approval.
Start sending listings in their target area to show you're all in.
For out-of-town buys, tap an agent in that market and make an intro.
Show them how you can smoothly transition them from their current place to their dream home by really getting their needs upfront.
This builds major trust, so actually listing feels like the natural next move.
Building and keeping strong client relationships is key for long-term success in real estate.
Level up your client interactions with these pro tips:
Listen Actively: Really hear your clients' needs and worries. Show empathy to build trust.
Check In Often: Stay in touch even after closing the deal to show you care about their ongoing satisfaction.
Get Personal: Send custom notes or gifts for special occasions to leave a lasting impression.
Be Transparent: Keep it real in all dealings. Clear communication builds trust.
Never Stop Learning: Always be sharpening your skills and knowledge to give top-notch service.
Effective customer engagement is the foundation of a thriving real estate biz.
Use these strategies to boost client relations and crush your goals.