Why it’s become vitally important for estate agents to have a strong online footprint and brand themselves.
The internet has changed the way we do business and real estate is no exception. Today you’ll need to turn your focus to inbound marketing and create an online presence that will naturally attract your target market to you.
Your personal website or webpage, social media and good content marketing can attract your target market.
AMRealty.co.za (Agents Mutual Realty) have developed the tools that can assist you to achieve these goals
Be the “Go-To” Resource For Your Clients
On your personal webpage you can prove to you clients that they have made the right choice by selecting you to market their home. Let your clients learn more about you and your services, your achievements and testimonials from past clients. Information on Loan Applications, Home Seller Tips, area information etc. will increase the value of your webpage. Make your webpage the only place they need to go. You need to use your webpage, blog, and social media to become a valuable resource with pertinent, helpful information.
In today’s real estate landscape, it’s about becoming the only resource for your clients, creating your personal brand, and staying relevant to your area of expertise. Having your own real estate webpage is the best way to protect all of these areas and maximize your development and growth of your business.
Brand Yourself and Grow your Personal Brand
You may argue that you do not need the added expense of a webpage since your company has their own website! However, nothing could be further from the truth. What happens when you leave that agency? Personal branding in real estate is important. You need to set yourself apart from the competition. You don't want to be lumped in with everyone else in the office on some generic corporate website, otherwise what's the benefit of the prospect choosing you over another agent in your office using the very same corporate resources?
Set yourself apart from the competition, you do not want to be just another pretty face on a standard corporate site. By having your own site you are creating your online brand, as your website is a direct reflection of your authority, goals and services. Home buyers and sellers want to work with someone they can trust.
Networking through Blogs
A positive way to demonstrate your expertise and knowledge is to create a blog on your webpage. Blogs are a great place to link your social media sites such as Facebook, Twitter and others. Social media posts drive traffic back to your webpage where your clients can explore even more about you .
Who Are You Branding?
Don’t brand the company, brand yourself.
Having your own custom webpage makes you stand out from the crowd, makes you look different from the competition. Shows that you are a professional estate agent who is the area specialist. Now you can take your custom webpage and your leads with you, wherever you may go. This is why it is better to own your own webpage instead of relying on your agency.
Yes there are loads of well-respected and reputable Estate Agents in our Industry.
Unfortunately there are also many inexperienced, fly by night unregistered and unethical rascals out there tarnishing our industry.
Homeowners are urged to check the credentials of an estate agent before making use of their service.
Here are some pointers to assist Homeowners:
GENUINE LEGITIMATE – check if your agent is registered with the EAAB, ask for a copy of their Fidelity Fund Certificate.
EXPERIENCE – how long has he/she been in business, what is their background, experience and qualifications.
HONESTY AND INTEGRITY – check their testimonials ask for a contact list and verify that their testimonials are genuine.
TRACK RECORD – ask for a contact list of past clients and verify
MARKETING – with 95% of all buyers starting their initial search for a new home online it’s vital that your agent and his company have a strong online footprint. Check their company website and their social media links. Some Professional estate agents also have a Personal Webpage, showcasing their professional credentials like, resume, testimonials, mandates, Blogs and videos.
Brought to you by AMRealty.co.za – Agents’ MUTUAL
“Dedicated Real Estate Agent Portal”
Agents register for your personal Webpage - See an example of a personal page
Some of the questions I get are….
During the days of the phone book, if you were not listed you were nothing!
Your personal website is as important as your cell phone number and email address. You simply cannot do business without them. afterall this is 2017.......
Clients and prospects need to see some type of an online presence about you and your business.
The focal point of all your online marketing should be – your personal Website. Traffic is directed to your personal website from your social media and property search sites.
Your personal Website should be a valuable source of information for your buyers and sellers. Share your experience and knowledge online. Tell your prospects who you are, what your achievements are, how you going to market their home. Showcase your personal branding. Be yourself. Be you. That is what your clients would like to see out there.
There is no better way that you can show off your brand as a professional estate agent.
Having a personal website is expensive to setup, maintain and use! Correct.
That is why we, AMRealty.co.za have developed a personal Webpage for you. This is an alternative option that is not only cheaper but has no ongoing maintenance and so easy to use.
For so little of your personal time the results could be phenomenal. See Our Happy Hour Marketing Plan
Have more questions? No problem just ask.
What happens to your personal brand when you leave your agency?
You have to make a name for yourself! Be proactive and develop, maintain and strengthen your personal brand with purpose and passion.
Thanks to the internet, smartphones and the popularity of social media, the real estate industry has never been more competitive.
As a progressive estate agent wanting to attract more clients, close more deals, and continue to grow your business, you will need to do more to stand out from the competition.
“Personal branding is about managing your name – even if you don’t own a business – in a world of misinformation, disinformation, and semi-permanent Google records. Going on a date? Chances are that your “blind” date has Googled your name. Going for a job interview? Ditto.” – Tim Ferriss
It’s extremely difficult and almost impossible to grow your business if no one in your community recognizes your name! For estate agents in particular it’s vital to have a strong personal brand.
How to get started with personal branding.
Taking your time to zero in on your target audience will assist you to build a personal brand that effectively connects with your audience, makes you look good and effectively connects with prospects and grow your business.
What are your areas of expertise – why should clients work with you instead of other agents – what are you passionate about – why did you become an estate agent – what are your career goals.
Why would a client want to work with you? What was their experience when working with you? What mattered most during your interaction with you? Would they refer you to their friends? Why or why not? What could you do better for future clients?
Your own personal branded website would be the cherry on top, but is expensive to develop and maintain.
AMRealty.co.za - Agents' MUTUAL have developed a personal webpage for progressive estate agents that is affordable, effective and extremely easy to use and maintain.
Some standard features included are:
A big part of building your personal brand will involve doing what you can to leverage yourself as a helpful resource to your clients. Investing some time to create informative content in your blogs will help to differentiate you from your competitors, build trust and get your name out there.
Blogging can also be linked to your social media marketing campaign.
MARKET REVIEW - Information supplied by Lightstone
As at the end of June 2017 the national house price inflation index was at 3.9 %. Looking at the overall picture at provincial level the market has evidently stabilized in the 3%-7% range after a slowdown over recent months. The Western Cape, Eastern Cape and Mpumalanga province are still slowing down trailing this category of indices, with the latter dropping near the 0% mark. Contrary to other provinces the Northern Cape continues its optimistic growth currently at an unrivalled 20.2% per annum. Showing optimism as well and good recovery is the Limpopo index which has broken above the stability range. The inland municipalities Ekurhuleni, City of Tshwane and City of Johannesburg metros are growing stably at rates between 2% and 6% whereas the coastal municipalities are generally performing above this range. This relationship extends to all coastal and inland properties as shown by their respective indices. Both the Low value and Mid value wealth segments continue to buck the trend by growing at more than 7% annually. The High and Luxury wealth segments are inflating at rates below 3% with the Luxury inflation testing the 0% rate.
For more information and graphs click here
Why Blogging is vitally important for Real Estate Professionals.
Well-written blogs will reflect your credibility and expertise and your position as a leader in the real estate market.
Blogging is a platform where you can display your knowledge about the real estate market building trust with your prospects. Clients will be more likely to trust you with their real estate transactions.
You can connect with your clients and develop better client relationships by becoming a source of information. Providing relevant information clients are more likely to contact you when they are ready to buy or sell real estate.
Blogging provides an opportunity to drive traffic to your personal webpage by providing your audience with compelling content. This should be the foundation or all your social media platforms. Your posts should have links to your blog and personal webpage, giving your followers an opportunity to visit your personal webpage and engage with you.
By having your own personal webpage you are creating your online personal brand, as your webpage is a direct reflection of your authority, goals and services. A “Go-To” resource for your clients.
By using effective and relevant keywords in the content of your personal webpage you will increase your search engine results. The geographical area you work in, all about you, your social clubs, sport and any other personal sphere of influence. Submitting blogs to relevant sites is an important part of your overall marketing arsenal.
To stay one step ahead of your competition it has become vital to become the only resource for your clients, creating your personal brand with your personal webpage is the best way to maximize the development and growth of your real estate business.
Register now to create your personal page - click here
WHY IT’S VITALLY IMPORTANT FOR PROFESSIONAL ESTATE AGENTS TO HAVE THEIR OWN WEB PAGE.
The fact that you are reading this blog means that I have achieved what I set out to achieve – inbound marketing and soon you will engage further with me.
Outbound marketing means putting your message in front of people whether they want to hear it or not. As a result, its techniques are often intrusive and annoying.
Now I can share with you why it’s vital for you to engage with your audience via social media and other online platforms.
You can register as an agent on our website and create your own personal webpage this is the link.... register
While South Africa is currently in a recession, the property market has been on the decline for a number of years, say property economists.
John Loos, FNB property economist, said FNB’s May year-on-year house price index showed a growth of 4.7%. He said the single-digit growth in house prices was of concern as it was below inflation and would mean that a seller would sell their home at a loss.
Loos explained that a person who bought a house in 2001 and sold the house now could make a sizeable profit of anything up to 50 or 60%. However, a person who bought a house last year and was selling it now would be making a loss.
He said with the lower demand to buy property, houses stayed on the market longer. What was also problematic, he said, was that sellers refused to lower their asking price for fear of making a loss.
“All of this has been caused by a stagnant South African economy which has been in the doldrums for years,” Loos said.
“This, coupled with social tension the country is going through, does not bode well for the future as it will create political and economic instability.”
He did, however, say that this was not as bad as the housing bubble crash of 2008.
Another economist, Professor Bonke Dumisa, said sellers were holding on to their properties for longer in the hope that they would get a better price. He said they had become reluctant to sell.
Because of low demand and an oversupply of houses, Dumisa said this would be the best time for people to buy as “prices will be relatively lower” for people looking for a bargain.
He also noted that there were areas not affected by the change in the economy, among them gated estates.
Dumisa said people from these areas were generally well-off.
Keith Wakefield, of Wakefields estate agents, said the property industry was not immune to what happened in the economy. He said house volume sales were down.
Wakefield said the downturn in the economy would make it harder for people who wanted to buy property to get loans for bonds, even though the banks were keen on supplying them.
“Sellers of property must price their property realistically,” he said.
He added that people who overpriced their homes and did not take market-related prices into consideration would have difficulty selling them and would probably be forced to drop the price later.
He advised sellers to look at similar properties when determining their asking price.
Wakefield also encouraged buyers to try to have a substantial deposit when buying property because this would make their instalments more affordable.
Gary Nichols, provincial chairperson of the Institute of Estate Agents of South Africa, said members of the organisation had told him “they found the going hard”.
He said sellers were more conservative and buyers were taking more time deciding whether to buy a house.
He said sellers and buyers haggled over prices as sellers would not want to drop their price, while buyers wanted to buy a home at the cheapest possible price.
Estate agents, he said, had to ensure they worked harder. He also said banks were becoming more “pedantic” when it came to lending money in a bad economy.
South Africa | 29 June 2017, 06:05am
According to Standard Bank, the proportion of cash property transactions compared to mortgage transactions is increasing across all the major provinces.
This is mainly as a function of declining mortgages rather than an increasing number of cash transactions, and reflects tighter domestic credit conditions.
Of the cash transactions, Gauteng accounts for 34%, and Western Cape for 31%. However, Western Cape now has more cash than mortgage transactions, with cash transactions accounting for 56% of all transactions in the province.
“The Western Cape now attracts more affluent buyers who can pay cash for property, as opposed to middle-income buyers who rely on mortgage financing,” says a Standard Bank spokesperson.
“We use data from the Deeds registry for all registered property transactions in South Africa, both cash and mortgage transactions; we then estimate the volume of property transactions in SA.
“According to our estimates, property transactions in the fourth quarter of 2016 were at a low last seen in the first quarter of 2010, and were also 48% below the peak of the first quarter of 2007. This is not surprising given high interest rates and the soft labour market. Moreover, given low consumer confidence, households have been wary of financial commitments such as buying a home.”
The data shows that the number of cash and mortgage transactions is converging amid tighter credit conditions post-GFC (Global Financial Crisis). Data suggests that the share of cash transactions increased significantly from around 20% in 2006/07 to around 40% in 2009 (post-GFC); and then slipped to around 36% by the third quarter of 2011 before rising again. By the fourth quarter of 2016, cash transactions had risen to 46% of residential property transactions, the highest since the third quarter of 2002.
The sharp increase in the share of cash purchases in 2008 and 2009 was a function of mortgage transactions declining sharply rather than the number of cash transactions increasing. Likewise, mortgage transactions have fallen faster than cash transactions, particularly between the fourth quarters of 2015 and 2016, with mortgage transactions declining by 24.5% versus a 20% decline in cash transactions in the same period.
“This reflects adverse labour market conditions and tighter credit conditions, which limit the number of people able to access mortgages, whereas fewer such constraints apply to cash buyers. This situation echoes that of the financial crisis. We do not, however, expect a similar nominal decline in home prices as was experienced during the financial crisis. But we expect that the tight lending standards currently applied by lenders will hinder robust growth in property prices.”
Data shows that the median purchase price paid by cash buyers has been lower than that of mortgaged counterparts since around the third quarter of 2002. In the first quarter of 2017, Standard Bank estimates that the median purchase price paid by cash buyers was 24% lower than that paid by mortgaged buyers. Further, cash buyers buy relatively bigger properties, at a lower median price a square metre. In the first quarter of 2017, the price a square metre differential between cash and mortgage transactions was 32%.
“Cash buyers are usually in a better bargaining position, and also, sellers may be more amenable to offering discounts to cash buyers in trying to expedite transactions. This is also more likely when a property has been on the market for a long time. Related to this, cash buyers likely have more time to look around for bargains, which may include distressed sales. All of this can lead to higher price volatility in cash transactions.
“In absolute terms, both mortgage and cash transactions are falling. We expect a meaningful recovery in household credit extension only in the first half of 2018, which should support buying activity, particularly mortgaged-backed purchases.”
A regional perspective
Gauteng had the most property transactions at 42% of all transactions in 2016, followed by the Western Cape with 25%, KZN with 11.5%, and Eastern Cape with 6%. After the surge in house prices in the Western Cape, the volume of transactions rose significantly to 25% in 2016, from 19.5% in 2008, possibly as buyers chase yields.
The rest of the provinces (Free State; Limpopo; Mpumalanga; North West; Northern Cape) in 2016 accounted for a combined 13% of all property transactions in SA and roughly 2% could not be allocated definitively.
In contrast, data from BMR shows that these provinces (Free State; Limpopo; Mpumalanga; North West; Northern Cape) accounted for about 23% of household disposable income in 2016 or close to double the share of property transactions. This implies that while people derive a decent income in these provinces, they prefer homes in urban provinces such as Gauteng and the Western Cape.
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