How Thought-leaders Maintain Relationships to Improve Long-term Portfolio Strength

On average, any property will be bought and sold every ten years. ActivePipe SmartFeeds helps agents become thought-leaders to stay front-of-mind until contacts are re-active in the market. Find out how it works and how we’re making it better!

Imagine you’ve just sold someone a house.

We know that a property will exchange hands every ten years on average, but your customers might sell more frequently. This makes it difficult to know exactly when contact interest in the market will peak.

One solution is thought-leadership, which many agents use to engage active and inactive contacts.

That’s why we’ve put together this handy guide to show you how you can save time building your thought-leadership platform, and make customers for life.

How to Stay Front of Mind, Long Term

A property owner never stops caring about their property, so you can always guarantee they will have a level of interest in the market.

Most people aren’t real estate experts (as you know, all too well) and can often feel intimidated or inundated without access to reliable information channels.

For this reason, people look to thought-leaders.

Thought-leaders can remain front of mind with contacts even when those contacts aren’t actively looking at property.

It comes down to a value exchange.

Make it easy for people to get the information they want, so they don’t have to look for it. People who aren’t interested in your weekly listings can be engaged with broader updates and information that is relevant to real estate.

Content Ideas for New Thought-leaders

Becoming a thought-leader isn’t as simple as it looks. The most successful thought-leaders in any industry can sometimes spend years trying to develop a following.

The first thing you need is an idea. New technology is great for sharing, but old technology (pen and paper) is sometimes best for coming up with ideas.

In the brainstorming process, think about your target audience (property owners), and what they need or want to know.

For agents, good topics to cover are:

  • Local community news and events
  • General commentary on the property market
  • Trends in interior design and renovation

These are just some basic ideas to get you started. Use these to inspire your own creativity. In this day and age, it’s easier than ever to start your own blog.

If blogging isn’t for you, there are heaps of websites online with sharable content that you can tap into.  Even if you aren’t necessarily creating all your own content, people will still come to you as a source of information if you’re sharing the best content from around the web.

Again, developing a following takes time. Don’t let yourself get discouraged if you don’t immediately see the results you dream of.

Now that you’ve got the content, only one question remains:

How do you share it?

The Easiest Way to Reach Your Audience

SmartFeeds is the digital tool that makes thought-leadership easy.

Email marketing has high engagement in all industries, so it makes sense to use a tool that taps into email and is the reason we’ve developed the ActivePipe SmartFeeds feature.

When you use SmartFeeds in an email, the ActivePipe Feed Engine:

  1. Goes to a website of your choice, such as a blog
  2. Fetches information about that content
  3. Automatically loads that information into an email

From there, it’s easy to send emails to your database that help to improve contact engagement with your emails.

Follow these steps and you become the obvious first point of contact for any client when they re-enter the market, whether that’s in 2 years time, or twenty.

Be the thought-leader that people follow.

 

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Sebastian Rumore
Sebastian Rumore
From humble beginnings as an illiterate baby, Sebastian Rumore has developed over 25 years to become ActivePipe’s product marketing coordinator. Passion for language meets an interest in tech: Sebastian makes it his mission to produce writing that is clear and concise. He values open access to information and is a proud member of Wikipedia and Mozilla. Enthusiasm for grammar is both his greatest weakness and his optimal strength.

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