Acquiring property owners involves signing an agreement (exclusivity, open competition, etc.) with a property owner. The key is to acquire a client who will stay with you for life, rather than simply signing an agreement with an owner.
That way, you'll have someone who trusts you. They'll speak highly of you and bring you referrals. They'll share your posts and recommend you. Furthermore, you won't just sell their current property, for which you've signed an agreement, but all their future properties as well.
One of the most common strategies for attracting property owners is to go out into the field and establish a territory, meaning that each real estate agent defines a specific area of operation. The agent will then focus exclusively on that area and search for property owners.
You can use tools like Google Maps to define the area or mark places as favorites or places you want to go to remind yourself of places of interest.
When you create a territory, you can also use offline marketing strategies:
- Distribute flyers. You can take advantage of the times when you have visitors to place a flyer on the other doors, for example.
- Handwritten letters showing your interest in the property.
- Distribute a dossier with real estate services.
- Distribute real estate agent business cards.
It's important to store all the information you gather in a CRM so you don't lose a single piece of data and can securely keep track of everything you're doing.
Reach an agreement with partners
Locate places you know are frequented and where people interact. For example, doormen, a hair salon, the bakery, the pharmacy, gardeners, cleaning services… A neighbor might also tell you, or you can get the owner's contact information from a "For Sale" sign on their property.
With an online availability calendar
You can have a calendar for consultations with homeowners, in which anyone interested in selling their home and who wants advice from a real estate advisor can book an appointment with you at your available times.
You can share this calendar with whomever you like. On your website, in a dedicated section. In every listing you have for your property. On social media, in an email campaign, via SMS…
This way you can passively attract homeowners. In other words, since your calendar is shared across different platforms, any homeowner who finds you online and sees it can book an appointment while you're busy with other things.
Study the competition
This way you can find out what type of properties they've listed, at what price, and if they've listed the same properties as you. All of this is valuable information for knowing how to proceed and how you can attract property owners for your real estate agency.
Promoting your services through social media
You can attract homeowners through social media.
Content marketing
If you create good, educational, and valuable content, you'll attract the attention of your readers. Content creation is one of the best ways to attract potential customers online.
Google Reviews
85% of property owners will research who you are and what people are saying about you online before hiring your services. It's important to cultivate positive reviews so they influence your clients' decisions.
Positive reviews on both Google and social media will give you a significant boost when it comes to attracting property owners for your real estate agency.
Circles of trust
Your trusted circle (family, friends) can help you attract homeowners for the real estate agency by giving visibility to everything you do or recommending you to other people.
Offer free products
Offering a glimpse into who you are and what your services are can give a client a boost and help them make a decision. You can offer:
- Area ratings
- Energy certificates
- A dossier with ideas for building renovation plans and even decoration.
Web page
If your website ranks well online, you'll receive inquiries from property owners. To improve your website's ranking, I recommend reading this SEO guide.
