Using Technology in Your Real Estate Marketing, Part Two

by Emma Allmann


Nobu Hata, the director of member engagement for the National Association of Realtors

This is the second part in a two-part series on how to use technology to engage with your clients. Part one can be read here.

6. It’s going to get increasingly harder and more competitive to generate leads, so shifting to a mindset of lead curation should be a goal for tech use. Your online presence should exude information that buyers and sellers can’t – or don’t know to – learn from Google.

5. Buyers are getting younger and are using their mobile devices to get their questions answered. Are you answering real estate questions better than Google? Are you giving people the tools to help them make better real estate decisions, as the market evolves?

4. For sellers, boomers will be key to your business. They will need the confidence to know that once they sell, they have a place to go, whether it’s in Chicago or in the other side of the country. While real estate is local, its reach – especially online – is global. Down sizers and snowbirds need exit strategies, so give it to them. Partner up, online and off. Have forward progress of the real estate journey on your website and drive people to specific wants and needs – specificity drives business in modern real estate. Build trust and relationships with everything you do.

3. More on seller engagement: If I’m talking to prospective sellers for spring business, I’m advising them to take steps to anonymize their public data. Start an email address and Google Voice number for your home ([email protected], for example) and file those with the state, county, city and utilities now to stop what will be the onslaught of intrusive agent phone calls (this happens, folks!). I’m teaching them to take control of their home on the portals to update the information. I’m telling them to look at their home through the photo screen of their phone to de-clutter, paint and fix up their homes because it will be “rated and reviewed” on some broker sites. And I’m telling them to de-personalize their home, so agents are not googling sellers during future showings.

2. Cyberscams have become a major issue, especially with fraudulent fund wiring instructions. Invest time and money into secure contract platforms and set expectations with clients that your team will call then email with specific instructions for downpayment wiring. Market this as a trust-building value proposition.

1. Finally, you know your phone makes really good phone calls. Pick it up when it rings.

Nobu Hata has worked in the real estate industry since 1996. He was a Realtor with Edina Realty in Minneapolis before becoming director of digital engagement for the National Association of Realtors in July 2012. For his job, Nobu listens to the trade group’s one million members; provides NAR’s leadership with insight and context on issues that agents, brokerages and local associations face; and disseminates information to members in person and through the digital domain.

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