How You Can Use the ‘Coming Soon’ Technique to Generate More Property Interest.
I was recently talking to a US based realtor who is using one incredibly simple method to attract huge interest for new property listings.
This is something most estate agents likely do on a somewhat regular basis. However putting this tactic into practise as part of your marketing strategy could prove particularly effective.
It involves taking a video (or photo) of yourself outside of a property that you have just agreed to list for sale.
Here’s how it works
Once you have a property ready to sell, and before the home is listed online with the images and specifications; then take a very brief video of yourself outside of the property.
This can literally be 15 – 30 seconds recorded on your smartphone.
Something along the lines of:
“Hi, it’s Alan here.
I just wanted to create a very quick video to let you know that we are going to be listing a new 3 bedroom property in … this week. I really think this is something you might be interested in.
So this is just a heads up to keep an eye out on the website for the listing, or just let me know if you would like any further information.
I’ll speak to you soon. Bye for now.”
That’s it. That is all it takes.
You can then send that video to any homebuyers that may be interested in the property. That can be via email, Facebook message or even Whatsapp.
Whatever is most appropriate to that client.
It goes without saying that I wouldn’t send this to everyone, just those who will likely have a genuine interest in the property.
What are the benefits?
The main aim is to generate initial interest and excitement in the property. You want people visiting your site for the latest homes for sale you are offering, or engaging with your social media.
It also provides a fantastic level of personalised service. The video element of this can portray that message and help build rapport a lot better than a written email could.
As an added bonus you are also adding an exclusivity element to your property listings. You can make your homebuyers feel special and like VIPs.
This heads up is almost like a reward for interacting with you previously.
The results I was discussing last week were fantastic. The realtor reported that for every single one of these videos they had created, they had viewings organised before the home was even up for sale online.
In one case there was even an offer made, just because of the scarcity factor that the video created. The buyer knew the area was popular so wanted to act quickly.
Don’t worry about the video quality or a shaky camera. It is literally about just creating an initial bit of excitement.
Without trying to stereotype here, some of the American videos I have seen with this technique are a little over the top for the UK market. However this does not have to be anything cheesy or corny.
Just a very basic and short video to attract interest and traction in the new property listing.
As a bonus it also lets some of your potential homebuyers know that they are very much in their thoughts.
This kind of personal service can be extremely powerful.
So you can give great service, keep potential buyers engaged and create interest in a property. All with very little effort indeed.
Alan Allsopp founder of expropria.com