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Communicating the Fiscal Cliff’s Real Estate Impact to your Clients
Posted By susanne On January 9, 2013 @ 4:19 PM In Best Practices,Business Development,Business Development & Best Practices,Coaching,Coaching & Training,Marketing,Real Estate Training,Sales & Marketing Tips,Today's Top Story | Comments Disabled
What kind of communication have you had with your real estate clients over the past few days? In most years, the past two weeks were a holiday. New Year’s followed Christmas, and the pursuit for a new house was likely put on hold temporarily.
And in most years, you followed your holiday regimen. You sent Christmas cards, holiday eCards, and maybe even gift baskets for some clients. You wished them happy holidays and kept an emotional connection.
This year is different. This year a fiscal cliff loomed overhead as congress has debated a much-publicized negotiation that could have a significant impact on the economy and real estate market.
The topic is scary, but not something to run from. And a real estate decision is, for many, contingent on what exactly happens that’s out of all of our control.
Your clients aren’t ignoring this info. They’re probably doing just the opposite. And no matter how much they want to get that new house in 2013, they can’t determine if the economy will make for a good time to buy or a better time to wait.
These decisions affect your real estate business, and your clients are hungry for information that will help them make the best decision for their money and family.
Your clients are looking to read about the fiscal cliff, and want a professional opinion on what it might mean to them and their market. Some of your clients might even take this information into consideration and discuss whether it’s the right time to downsize. Their children are grown and moved out, and they no longer need as much space as they used to. Why keep an expensive mortgage when the economy isn’t looking as promising as you hoped?
In years past, these decisions didn’t loom so heavily at this time of year. And in years past, you didn’t necessarily have the capabilities to offer business information and details on how specific decisions by Congress could significantly impact the real estate market. You had to wait for your clients to call you, and many of them wouldn’t because they were afraid you’d lean toward them buying.
You now have those capabilities to offer business information and insights, and you now realize how you can leverage those capabilities.
You take to your real estate blog and write out the possible scenarios of Congress’s decisions and how each might impact the economy and real estate market. You post a link to your blog on Facebook and Twitter, and you email a link to your clients.
You write follow-up articles detailing updates on congressional discussions and the decisions the media is reporting. You’re not a reporter, so you link to the specific details on a news site. But you are a real estate and community expert, so you write about how this discussion and each consequence can impact the real estate market.
Your clients read your articles and feel secure they’re working with someone willing to understand their worries and help them through them. Others in the area find your articles when searching for information on the local market. And since your articles are informative and not sales-y in nature, consumers trust them, and feel secure working with you because they trust you have their best intentions in mind.
Real estate purchases have an emotional connection. And that’s a marketing hat you’ve often worn. But, perhaps more now than in recent history, real estate has a rather black and white investment side to it.
And, perhaps for the first time in recent history, you have the best capabilities in your market to help walk your clients through market factors and how they might impact their investments.
For more information, visit http://www.deltagroup.com/marketing/broker-introduction-presentation.html .
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