In this article, we’ll review the most significant takeaways from our reader survey and provide recommendations about how to level up your business this year. Finally, we’ll share our comprehensive infographic to give you a handy overview of all of these exclusive findings and stats from The Close.

Social Media Reigns Supreme

Social media is the #1 channel that agents say they plan to use when growing their business this year; 80% of agents said they planned on doing so. Email marketing was a close second, and emerging in the top 3 was video marketing (which, to be fair, is often a component of social media thanks to Instagram Reels, TikTok, and YouTube.)

Note: Agents were allowed to pick more than one channel when responding.

The #1 reason agents want to maintain a presence on social media is to stay top of mind amongst their sphere of influence. Generating leads and referrals were the 2nd and 3rd most popular reasons for engaging in social media marketing efforts. 

While I initially scratched my head as to why social media ranked above email (despite email having a 30-40x ROI), our readers’ choice makes sense when viewed under the lens of wanting to stay top of mind. As The Broke Agent recently tweeted, agents sometimes email leads for superfluous reasons. However, on social media, these topics can actually be fair game. 

In terms of what social networks are important to agents’ marketing, Facebook is at the top of the list. And yes, there has been a lot of sentiment that sounds like this: “Facebook is dead!”. However, Hootsuite recently released The Global State of Digital 2022 report, and they too hit home that “Facebook is still the most popular social network—by a long shot.”

Hootsuite also reported that 2.91 billion people on Planet Earth are on Facebook. With ​​4.66 billion people having access to the internet, well over 60% of internet users worldwide are on Facebook. So, yeah, Facebook is most certainly not dead. And Instagram, now owned by Facebook, is the second most popular social network for agents.

Suffice it to say that agents seem pretty sold that they need social media marketing to grow their businesses. Two-thirds of agent respondents said that posting great content on social media is more important than having a blog. Organic posting on social media was the second most popular way agents got clients in 2021.

Our survey revealed a couple of roadblocks from agents who struggle to maintain a solid social media presence. First, many agents get distracted with other core business duties and, therefore, post inconsistently and without a solid strategy. Also, according to our survey data, only about 47% of agents feel confident with their social media skills.

That’s why one of the most popular real estate marketing tools amongst our community of agents is Artur’in. They take the heavy lifting out of maintaining a social media presence. So if you want to do more social media marketing but know that you won’t have the capacity or skill set to do so consistently, then Artur’in is worth checking out.

Try Artur’in

Are Agents Backing Up their Marketing Confidence with Results?

The oddest result we got from this survey (in my opinion) spoke to how confident agents felt. More than half of agents (53%) said they felt confident with their marketing skills. However, less than half (45%) said they got leads from their marketing. That had me scratching my head a bit because one of the main marketing goals many agents have is getting high-quality leads.

Similarly, while almost three quarters of agents (74%) feel confident that they can turn leads into clients, only 53% felt confident with their ability to get motivated leads.

And I get it—many agents are relatable, experienced, and legitimate subject-matter experts in their community. So, OF COURSE, they feel like they could convert leads… if only they could get leads. However, data has shown that agents are generating more leads than ever. And yet, many agents are still closing the same number of deals.

So while agents might think the problem is getting motivated leads, perhaps the issue is that agents aren’t nurturing the leads that they’re getting properly. Just because a lead isn’t ready right now doesn’t mean they won’t be prepared to buy or sell in a few months (or even years).

If you’re interested in converting more leads, step 1 is making the work you put into your CRM’s data and nurturing programs a labor of love. And if you don’t have a CRM, we highly recommend LionDesk (which we ranked best overall real estate CRM in our 2022 guide). LionDesk is low-cost, easy to use, and you can even try it for free.

Try LionDesk for Free

As we already discussed, social media is an important channel for agents. So much so that almost half (48%) of agents say that social media ads are their most effective form of advertising.

And as a graph I included earlier in this article pointed out, Facebook Ads were a more popular channel for agents in 2021 than “old school” approaches like cold calling, door knocking, and print ads.

I anticipate Facebook Ads will only increase in popularity among agents as a lead gen channel in the year ahead, and we expect that number to increase when we send out our annual agent survey in early 2023.

The Support & Help Agents Get and Need

The good news is that most agents set goals and an action plan for 2022 and get adequate support from their brokerage.

However, despite understanding the importance of video marketing, our reader survey revealed that it’s an area where agents feel significantly less confident. Only 32% feel confident with using video marketing in their business.

Yet marketing videos ranked as the third most popular way agents plan to get clients in 2022. Plus, 37% of agents said YouTube was important for their marketing, and another 18% pointed to TikTok as being important to their efforts.

As we recently discussed with Eric Simon on our Close Weekly podcast, video is essential for agents. Simon, who has 350,000+ Instagram followers with his Instagram account, The Broke Agent, even went so far as to encourage agents to appear on camera.

If that feels daunting to you, we hear you. That’s why we often recommend Parkbench. They help agents create a video-rich online presence. And they offer excellent support for agents who are just getting started with video.

Check out Parkbench

Key Takeaways + Full Infographic

Overall, it’s clear that social media continues to gain momentum as an essential marketing channel. However, while agents feel confident with their marketing skills overall, they need to make sure they have clear, measurable goals they can tie to these efforts—whether those are lead generation goals, growing their SOI or online presence, or simply gaining referrals.

Based on this data, it’s clear that Facebook isn’t going anywhere for Realtors. I anticipate the data will show that Facebook Ads will grow in importance as a marketing channel. Here’s why: Agents already got more clients from Facebook Ads in 2021 than they did from more traditional types of prospecting and outreach (i.e., door knocking, cold calling). As agents become more sophisticated with Facebook Ads, their ROI will only improve.

Email marketing was ranked the second most popular way agents will grow their business in 2022. With the ROI on email marketing being as high as it is (around 30-40x that of social meidia), agents have a lot to gain by putting their energy into their CRM.

Lastly, agents are great at setting goals and seem to feel supported by their brokerages for the most part. However, video is still a sore spot for agents. Agents might have to get out of their comfort zone and get in front of the camera to chase their marketing goals in 2022.

The post Real Estate Agents Rank Social Media As #1 Marketing Channel in 2022 (+ Infographics) appeared first on The Close.

And while I’m never in the business of telling people what they can or cannot do, the fact is that real estate is a very client-facing industry. And psychological studies at Princeton, NYU, and Dartmouth have found that people judge you in a matter of milliseconds after meeting you.

We already covered men’s fashion do’s and don’ts. And now here are tips for us. Along with suggestions on what can replace these realtor fashion no-no’s. Your appearance as a realtor is an extension of your brand. Therefore, it’s crucial. And so is your comfort—so feel free to deviate from the list to what feels best for you.

Download Your Free Realtor Style Guide

1. (Most) Leggings

The New York Times reported that leggings sales surged 21% in America and 61% in the U.K. during the pandemic. Which makes sense considering so many of us rocked the leggings look while on Zoom meetings, watching Netflix, and doing at-home workouts.

While many leggings look like athleisure, many brands have realized that women love the comfort of button-less pants. That’s why brands like Spanx and Sanctuary offer leggings that don’t look like, well, leggings.

2. Graphic Tees

On the way to yoga, I love my “Namaslay” shirt. However, it doesn’t exactly scream “working professional.”

I’ve concluded that there is no combination of words that will make me look professional. Sadly, that includes my favorite Foo Fighters shirt.

What possible phrase or brand will make you look like a competent, experienced local market expert? If you think of one, leave it in the comments section below.

3. Miniskirts

Here’s a rule that I generally apply to life: If I’d wear it to the club, I won’t wear it to work. Miniskirts fall into this bucket.

Plus, when showing homes, you might have to pick things up. Even Elle Woods from Legally Blonde got the memo when showing up in court.

4. Most Leather (or Vegan Leather) Clothes

I love wearing my faux leather. I just do. But some leather looks more professional than others.

And similar to my rule for miniskirts, my rule for leather is this: If I’d wear it to a punk show, I won’t wear it to work.

So, if you find a cute faux-leather vegan skirt (like this one from Banana Republic), great! But if you find something that maybe the Ramones would wear, then maybe back off.

5. Sneakers

Yes, sneakers are comfy, versatile, and can be quite fashionable. But NOT wearing them can level up your whole outfit.

And to be honest, you can find shoes that are ultra-comfy while still looking professional.

6. Ripped Jeans

Although they offer the unheard-of benefit of air conditioning your knees, ripped jeans send off the “I just don’t care” message that can be the kiss of death for your next deal.

In fact, ripped jeans, or jeans in general, are banned at many Manhattan brokerages that have written dress codes.

“People can be turned off by a broker’s clothes. If they looked like they just got out of bed or are too casual, it doesn’t give you the feeling that this person is taking care of themselves; you need to be put together.”

Allison Dubuisson, Douglas Elliman Source: Real Estate Weekly

7. Anything That Shows Too Much Midriff

Yes, Mariah Carey pulls off midriff-showing tanks exceptionally well. However, being an agent doesn’t involve performances at the Grammys. Here’s hoping that changes someday, though.

8. Workout Gear

The whole “I’m so busy; I just ran here from my yoga class” look does not show people that you’re a super-hard worker who sacrifices personal time for their career. (Even if your downward dog is Instagram-worthy.) It shows clients that you lack the ability to plan ahead.

9. Flip Flops

No one wants to walk around all day talking about mortgage rates and square footage with someone whose feet keep making flip-flop noises.

Worse, think of the beach bum message you’re sending to your clients. This leads us to our next fashion no-no …

10. Shorts

Yes, it’s hot out. Yes, three of the listings you’re schlepping your buyers to have crummy A/C. But that’s still no excuse to dress like you’re heading to the beach.

11. Tube Tops or Bandeaus

What might look great in a ’90s music video that would play on “Total Request Live” might not be great for a showing.

If it’s hot out, opt for professional-looking shirts that are sleeveless. They exist!

12. Anything See-through

For most clients, a sheer dress does not inspire the confident, professional look that you need to cultivate to win hearts and minds and close deals.

13. Floppy Hats … or Pretty Much ANY Hats That Aren’t Warm

Looking like you just jumped out of the back of a smoke filled VW bus at Coachella doesn’t exactly exude real estate professional, does it?

Don’t worry, though. In the winter, pretty much all bets are off, and fashion takes a back seat to warmth.

What Not to Wear as a Realtor: Advice From the Pros

“You should NEVER wear something ill-fitting, too tight, or uncomfortable-looking. The last thing you want is to have a client thinking you’re fidgeting and squirming because you’re being untruthful or trying to hustle a deal!”

– Lindsay Narain, Founder & Designer, VAUGHAN

“Don’t wear anything too sexy, meaning nothing skin-tight and no thigh-high slits. If you want to be on the safe side, these are some tried-and-true business casual staples: slacks, blouses, pencil skirts, button-downs, flats (closed-toe) or heels, and tailored dresses.”

– Amber Nuetzel, Merchandising Manager, Ever-Pretty

Men … You’re NEXT

Hello, fellas. Don’t think we forgot about you. I hate to say it, but you typically need WAY more help than we do when it comes to realtor fashion.

That’s why we’ve devoted an entire article devoted to the sins realtor dudes make. Like square toe shoes (gulp), light jeans (ick), and brightly colored shirts and ties (yikes!).

Over to You

What do you think of our list? Any fashion nightmares you think we need to add?

The post 13 Things to Never, Ever Wear to Work as a Realtor appeared first on The Close.

In our Mid-2021 Real Estate Agent Survey—graciously completed by our readers in July—we uncovered that only 35% said they felt confident with their online marketing abilities. Yet, despite their lack of confidence, agents are getting more clients from online channels this year.

Let’s unpack the results.

Just How Important Is Social Media?

Here’s a question that many real estate pros ask themselves with increasing regularity: “Is social media more important than my website for my marketing?”

The majority of our respondents said yes—60% of agents said social media is more important.

This result got us thinking—when we ranked the websites of 25 of the best agents, quite a few of them didn’t have websites at all.

However, we know agents who dominate search engine optimization (SEO) and drive consistent traffic and leads to their website. Like many aspects of doing business, the importance of your website vs social media depends on your goals and strengths.

If you’re in the “websites are most definitely important” camp, here are SEO tips for agents who want to win Google rankings. No matter which camp you’re in though, social media is seriously impactful for a lot of agents’ businesses.

Boost Your Brand on Social

Social Media Success in 2021: What Does It Look Like?

Social media is an investment. And luckily, the majority of agents can tie their social media efforts to getting new clients. For example, 64% of respondents said they plan on getting more clients from social media this year than they did in 2020.

However, they’re not necessarily doing so on Facebook. In fact, only 34% of agents agreed with the statement, “Facebook is more important for my marketing than Instagram.”

That makes sense given how Instagram has over 1 billion monthly active users. Instagram successfully captures your prospects’ attention (and agents are taking note). It’s a highly visual medium that’s practically custom-made for house browsing.

If you’re feeling behind on your Instagram marketing, check out our article about 9 Instagram Hacks to Get More Followers & Engagement. It’s written by The Broke Agent, a hugely popular influencer who boasts 300,000+ Instagram followers. He also has a free e-book for agents who want to stand out by creating Instagram Reels (which is Instagram’s main video competitor to TikTok).

Get The Broke Agent’s Free Guide to Instagram Reels

Agents are also taking note of video marketing. 79% of respondents said that agents who use video in their marketing stand out more than agents who don’t. That explains why 61% of respondents want to learn more about video marketing products and services themselves.

Get Some Marketing Video Inspiration

Are Real Estate Professionals Confident Online Marketers?

Despite 64% of agents who claim they plan to get more clients in 2021 from social media than they did in 2020, only 35% of respondents feel confident with their online marketing capabilities.

If you fall into that category, we hear you. Marketing changes all the time. It’s hard to keep up and know what’s important and how best to approach it.

That’s why we provide resources like the 47-Point Ultimate Listing Marketing Checklist. We’d love to know what in particular you’d like help with. Sound off in the comments!

Seller Leads vs Buyer Leads

The following set of stats will not shock most agents working in 2021 (but we’ll end on one stat that might).

93% of agents want to figure out how to get seller leads, while only 62% of agents want to figure out buyer leads. The low inventory in many markets, coupled with many eager buyers whose lives changed due to the pandemic (e.g., working from home, new jobs), has made seller leads all the more attractive to agents.

Here’s one statistic that surprised us: Less than half (47%) of agents know their target client and what their niche is as an agent. We feel particularly passionate about this topic since we concluded our Generating Leads to Build a Long-term Business course with Close contributor Beverly Ruffner.

This 4-part Close Pro course focuses an entire module on the importance of targeting. Here’s just a short clip from it.

Beverly recommends looking into what your brand stands for and who it’s serving BEFORE trying to pursue just any lead. The reason? “When your message is for everyone, it’s really for no one.”

Key Takeaways

With 64% of respondents saying they expect more clients from social media this year vs last, social media is now a critical channel for many agents. So much so that 60% of respondents also said social media is more important to agents than their website.

While only 35% of respondents feel confident with their online marketing, it’s clear that ambitious agents will bridge that skill gap to give their brand a boost. Video marketing, in particular, has emerged as a tool that agents feel they need to stand out on social media. 79% agreed that agents who use video stand out more than those who don’t.

While 92% of agents want to find seller leads, only 47% know who their ideal client is and what niche they’re serving. Agents can be so busy working in their business that they forget to work on their business. Defining a clear value proposition, knowing your ideal client, and what niche you serve can only help agents stand out in the crowd.

We predict many agents will end 2021 a lot more confident with their online marketing abilities. We anticipate video to continue to be a force for agents on social media, and expect Instagram’s importance as a channel to continue to grow.

Methodology:

135 real estate professionals were surveyed in July 2021 through an online survey.

The post 60% of Real Estate Pros Say Social Media Is More Important Than a Website (+ Survey Results) appeared first on The Close.

That’s why as the new year started, we sent out our Close 2021 Agent Survey. We wanted to know what’s working for agents as they navigate this uniquely challenging time.

Agents told us the top ways they got clients in 2020 and how they plan to do so moving forward. We also received valuable insights about how agents’ clients and markets have shifted in light of the pandemic.

Some of the results surprised us. Much like life has in the last 10 months, this survey provided unexpected twists.

Let’s dive into the survey responses and unpack their takeaways.

Business Growth: What Worked for Agents

In 2020, the most popular way agents grew their business was referrals. 83% of our 290 respondents got a new client thanks to their sphere of influence. It’s no surprise that relationships are at the core of a real estate agent’s success. Providing value to your community and staying in touch with previous clients can only help you in the end.

We’ve shared tips to generate more referrals in the past and will continue to do so. Just because something is working for you (e.g., referrals) doesn’t mean it can run on auto-pilot. Optimizing what is already working is a fantastic way to develop more leads.

With that said, focusing on an area that you know needs improvement can be advantageous as well. Developing new skills and channels for your business is imperative as marketing continues to evolve at a rapid rate.

More Ways Agents Got Clients in 2020

Posting on social media was the second-most popular way agents got new clients in 2020. Perhaps it was because in-person meetings were more challenging to maneuver in light of the pandemic. COVID-19 seems to have accelerated business trends that were already taking off (think online shopping and remote work).

With social media’s ability to show (instead of merely tell), agents can communicate visually and personally. That might be why social media is the most popular area of focus for agents in 2021.

Agents are quite literally doubling down on this channel. While 44% got a new client thanks to social media in 2020, 82% of agents plan to improve their social presence to grow their business in 2021.

If you feel overwhelmed with approaching social media this year, we have tips from agents and 30 days’ worth of content ideas.

Where Agents Will Focus in 2021

Customer relationship management (CRM) and email campaigns ranked as the second-most popular way agents plan to grow their businesses. If you don’t already have a CRM that you love, we have an updated CRM Buyer’s Guide for 2021.

Of course, your CRM is only as good as the time and energy you put into it. Updating your contacts, creating systems, and developing helpful market information for your contacts can take time and energy. However, we can’t recommend enough spending time fine-tuning your email marketing.

If you are unsure as to what area of focus is the best for you in 2021, we recommend that you do a free SWOT analysis. SWOT stands for “Strengths, Weaknesses, Opportunities, and Threats.” This analysis lets you unpack the areas of your business that could hinder or help your growth.

And as we discussed in a recent Close Pro Coaching Call, you can figure out success by the numbers. Working backward from your goals in 2021 helps you understand what you need to accomplish to hit the number of deals you want this year. Then, you can decide on the areas of focus that will help you get you there.

Housing Market Predictions in 2021

65% of agents predict that the corporate shift to more flexible work from home options will positively impact the housing market in 2021.

However, 58% of agents predict a negative impact should an increase in interest rates occur.

Interestingly, only 46% of agents predict that a COVID-19 vaccine will positively impact the market. 30% predict that a vaccine will have no impact at all; 23% say it will have a negative impact. With agents split on how the vaccine will alter the housing market, it remains a space worth watching as social distancing mandates evolve and alter behavior and preferences.

How the Pandemic Shifted Buyer & Seller Sentiment

67% of agents who worked in both 2020 and 2019 said that buyers felt more desperate in 2020 when looking for a home than buyers in 2019.

In contrast, 61.5% of agents who worked in both 2020 and 2019 said that sellers were more confident in 2020 than in 2019.

Some agents expressed that real estate professionals needed to expand upon their skills in light of the current housing market. One agent responded to our survey by saying that:

“The reality is that sellers aren’t selling at the rate that buyers want to buy. It feels like a stalemate. The business is there, but the competition is also very present. Agents need to expand their skill sets (virtual tours, virtual showings, open houses, campaigns, social media advertising, website optimization, and so on).”

Staying competitive is wise in any market, but for agents who want to stand out with seller leads in a competitive market, building upon your skill set can only help achieve that end.

Agents also weighed in on what features homebuyers would be most likely to sacrifice in this seller’s market that we currently find ourselves in, along with how the pandemic has shifted their preferences more generally.

What Features Are Homebuyers Most Likely to Sacrifice?

Home repairs made it to the top of the list, with other considerations receiving just a fraction of responses.

Interestingly, 65% of agents predicted that buyers will crave proximity to nature in 2021. And the same percentage (65%) also felt that the corporate shift to working from home will improve the housing market.

It’s evident that agents foresee an evolution in buyers’ preferences in light of our “new normal”; proximity to major cities might not be as important as they once were.

What Home Features Will Be Important to Buyers in 2021 Due to the Pandemic?

Common Misconceptions About Being an Agent Today

And lastly, 96 agents provided answers to our optional last question: “What is the most common misconception about being an agent during the pandemic?”

One-third of respondents provided the same sentiment: People think that the market (and therefore, an agent’s business) has slowed down. Some even said people believe they aren’t working at all.

Other themes around the value agents provide, how hard agents work, and safety issues around COVID-19 itself also emerged. And since markets are highly unique, many responses fell into the “other” bucket.

Key Takeaways

The general public still does not understand or fully appreciate the vital role real estate agents play in the economy or their communities. Associations, brokerages, and individual agents need to continue to educate the public on their value.

While referrals remain the top way agents got new clients in 2020, 82% will focus on social media to drive growth. Brokerages and real estate coaches need to double down on training agents to thrive on social media

Agents predict that shifts in the housing market, such as work-from-home policies, will positively affect some suburban markets and alter buyer preferences. With buyers feeling more desperate in 2020 than in 2019 and sellers more confident, there is more competition for sellers. It’s clear that agents should be focused on sharpening their skills and expanding their sphere of influence. There is more competition for sellers, so agents NEED to sharpen their skills.

The Close is committed to agents achieving these goals. Expect many articles and free resources throughout the year around marketing, lead generation, and more. Our weekly Coaching Calls, available with The Close Pro, are also a great way to stay focused and motivated throughout the year.

Methodology

290 real estate professionals responded to this survey in January 2021 through an online survey. There is a 5% margin error at a 90% confidence level.

The post 82% of Agents Seek to Improve Their Social Media Presence in 2021 (+ More Survey Results) appeared first on The Close.