Agents alter their strategies to adapt to COVID-19
By Chasity Cooper
As the coronavirus pandemic lingers on, professionals across various industries have adjusted their normal business practices to deliver products and services in the safest way possible. In real estate, REALTORS® nationwide have pivoted their marketing strategies to keep potential homebuyers at ease and feeling secure. With the option to show homes in person being limited since last March, CRSs have relied heavily on tools like Zoom and consistent communication to remain connected with their clients.
According to NAR’s “Real Estate in a Digital Age” report, “The typical buyer used a mobile device to search for properties online, looking at websites with photos, home listings and information about the homebuying process.” As many buyers first turn to the internet to find their dream home, REALTORS® are expanding their digital toolkit to reach more buyers. We spoke with a few CRSs who have developed their own unique marketing plans that are flexible, factual and creative.
Deliver facts without fear
Since the pandemic began, Michael Soon Lee, CRS, a broker-associate for RE/MAX Gold in the San Francisco Bay Area, has remained very cognizant of his messaging to keep clients calm. “I stay away from words like ‘virus’ and ‘contagious,’ or anything that reminds people of the pandemic,” he says. “I let them know that I take every precaution and follow all the CDC recommendations.” Lee says that at a time like this, it is very important to know your market, and with many people looking to downsize, many renters are now transitioning into homebuyers. “I tell potential clients to stop paying their landlords’ mortgage,” he says. “I also do a rent versus buy analysis to illustrate, based on their budget, how much home they can afford.”
But even when altering messaging techniques, agents have faced challenges when communicating with potential clients and buyers. “Combating conspiracy theories that were letting negative news dictate clients’ actions has been a challenge,” says Thomas Nelson, CRS, at Big Block Realty in San Diego. “I’ve brought in a lot of factual information from NAR, specifically from NAR chief economist Dr. Lawrence Yun. And if that wasn’t enough, I sourced additional information from two non-industry economists to reassure people that the market isn’t going to crash and to overcome any doom and gloom they might be feeling.” To communicate with his clients, Nelson has also used BombBomb Video Email to share personalized messages. “It’s been a great way to directly check-in, see how they’re doing and provide timely updates.”
Get social
The use of video conferencing and social media have undoubtedly increased as a means to remain connected to family members and friends. For real estate professionals, these tools—and others like Boomtown!, a lead-generation software product—have enhanced the homebuying experience for potential customers. Kelly Catallo, CRS, and broker/owner of Cosmopolitan Real Estate Inc. in Medford, Massachusetts, believes that every day is an opportunity to retool your marketing plan to attract clients. “We’ve used Matterport 3D tours for the last five years in our marketing plans for rentals and sales. In addition, we create lively YouTube videos from the virtual tours and advertise with retargeting,” she says. “Our clients and buyers are assured we are creative, and we’re going to get the job done.” Additionally, Catallo says that when buyers are looking for their next home online, they should be equipped with everything they need to make a sound decision prior to walking in the home.
“A staged property with a 3D tour, floor plans and high-resolution photos should be available,” she says. “It should be so easy for people that by the time they step into the home, they are visiting only the short list of homes that check all their boxes.”
Lee also encourages real estate professionals to be active on social media, but don’t be salesy—share valuable information. “For example, in March, when COVID-19 really hit, I posted places to get toilet paper and paper towels, and special hours for senior citizens to get into stores early,” he says. “Sharing that information generated a tremendous response. And when you’re doing a service for people, they really appreciate that.”
Functioning in the new normal
Now more than ever, it’s vital to be adaptable to buyers’ and sellers’ schedules and decisions. Most importantly, practicing patience will remain critical as we continue to navigate our new normal. “Be patient with buyers, sellers and other professionals,” advises Margaret Rome, broker/owner of HomeRome Realty in Baltimore. “Stress levels are high, and real estate professionals must continue to emphasize how to safely buy and sell real estate.”
For the latest on COVID-19’s impact on the industry, please follow our notifications page at crs.com/notifications.
Photo: iStock.com/treety
