In Australia, there are two ways to build trust with home sellers – the easy way and the hard way. This is much like with anything else in life, as the choices you make can bear a heavy impact on the results you see.
The hard way of building trust with home sellers is the old school way – going door-to-door, dropping leaflets through letterboxes and speaking with people face-to-face. And although it may be effective, it’s also time-consuming and expensive. In addition to this, a hefty chunk of the seller leads you generate are likely to be tyre-kickers, saying yes to get you off the doorstep. And if you want them to even trust what you have to say, you’ll have to pull the best tricks out of your sales handbook to build authority – fast.
Or there’s the easy way. It takes significantly less time, money and effort and will even continue to provide results long after you start. And the best bit? You won’t even have to leave the office. Here’s what you need to do:
1) Understand Your Seller Market
You’ll have a tough time selling anything if you don’t know who you’re selling to. Thinking about it, they’re likely to be a wide group of people, but from your own experience and real estate knowledge, you’ll be able to target sellers on an emotional level, based on the different stages they’re at in their lives.
Regardless of the group you end up talking to, you need to ensure they’re a group that are actually selling homes in your area. If your neighbourhood is stocked full of young families, you’re not likely to find success targeting empty nesters.
2) Create Helpful, Informative Content
What motivates your target audience to sell their properties? What challenges might they face along the way? If you can create content – either a blog post or a short video – to talk around their problems and present valid, actionable solutions, you’ll build a relationship with your potential client.
This relationship constitutes trust, and the next time they’re in the market for selling a property, they’ll be that much more likely to choose your services over your competition.
3) Make the Most of the Digital World
You don’t have to do everything yourself – there are a number of free digital tools you can get on board to help even the odds. Instead of investing hours thinking of content ideas, these tools can generate potential article titles for you, based around popular search engine queries.
If you don’t want to invest time or cash into setting up software, try running a search term – “renovating before selling”, for example. Now, scroll down to the bottom of the page. Below the page numbers, you’ll see a list of similar searches users have made. These can make great titles for your next blog post or video.
4) Get Your Strategy off the Ground
Once you’ve thought of some targeted content ideas, it’s time to create your content and get your strategy up and running. Put a new blog post up, with hyperlinks within it to ensure readers can easily follow on from the content to relevant sections of your website. If you’re unsure of how to optimise your article for SEO, there are a number of content agencies who’ll be happy to help you out.
After that’s done, make the most of your social and email accounts and share your content out to a wider audience. Before long, if your content is insightful and engaging, you’ll have a loyal following who look out for your posts and trust what you say.
Each member of your target audience is different, and will therefore take a different amount of time to convert from a cold prospect into a sale. As a result, you need to make sure you’ve got the infrastructure set up to capture their data and build on what you know about them. Consider investing more time and money into a longer, more detailed piece of content. Put it onto your website, then gate it, asking them for an email address and name before downloading it.