While this now finally closes the years long legal wrangling over historic agent commission earnings, two key changes took effect more than three months on August 17: Banning buyer agent commission offers from being shared on MLSs and requiring NAR members to sign written buyer agreements with buyers prior to touring a home.

The end goal of these new rules is to make commissions more transparent and competitive, so buyers and sellers are empowered to negotiate more favorable commission rates. Or in other words, the unofficial 5% to 6% commission will no longer be baked into the process and could be pushed downwards.

But aside from simply creating a race to the bottom on commission earnings, many agents have been finding ways to add value to the services they provide to their clients. This is helping them to both justify their fees as well as compete against other agents on more than just price.

Digital Platforms and Rich Data

Many agents have been turning to technology to either upskill or provide more services to their clients. As Zach Gorman, Co-Founder and COO of RealReports, puts it “agents are really looking for ways to draw a line. How am I different? Why is somebody going to pay me a commission over somebody else?”

In his case, he’s seeing a large increase in agents using his platform, where they can analyze everything from property photos to HOA documents using AI-powered natural language searches. The feedback Gorman is getting from agents is that this is helping them to build credibility and trust post NAR-settlement.

Chris Fellows, Co-founder and CEO of Bold Street AI, has been witnessing a similar trend. ”There’s more and more pressure for agents to actually show value. And so a lot of the folks that are using Bold Street or sign up, they’re like, wow, now I can give investment summaries to my buyers, and wow, I’ve suddenly just gone up in their eyes.”

In Fellow’s case, his company’s platform is designed to help turn traditional agents into investment-savvy advisors, by equipping them with tools and data to analyze and market the investment potential of residential properties. He notes that while 20% of full-time agents left the business last year, those who learned to work with investors have maintained their success.

Having access to powerful data analysis tools is opening up other use cases for agents too. According to Craig Foley, Chief Sustainability Officer for LAER Realty Partners, “the settlement has shaken things up, no doubt, but it’s also created an opportunity for realtors to differentiate themselves.”

“Today’s buyers are more environmentally conscious than ever,” he noted. “They’re not just looking at location and price; they want to know about a property’s energy efficiency and environmental impact. Sustainability knowledge is becoming a valuable asset to agents in this new landscape.”

The market trends support this shift towards sustainability. Younger generations, particularly Millennials and Gen Z, are showing increasing interest in the green credentials of homes, mirroring trends seen in sustainable investing.

In terms of how agents are responding to this, Foley observed that “we’re seeing a real shift in how realtors approach property listings. More and more, they’re highlighting energy-efficient features and discussing long-term sustainability with their clients.”

Don’t Forget First Principles

New tools and platforms can be great when adding value to investor-purchasers or buyers with sustainability goals. However, for the lower end of the market, where many buyers are simply trying to close on something within their price range, agents have been emphasizing the importance of demonstrating value by focusing on first principles; helping to get your client over the line.

“What I’ve been doing is trying to find government subsidies or programs for first-time home buyers where things like the Virginia Housing Authority can provide some assistance” explains North Virginia Realtor Dallison Veach. “I help my clients get through that”.

For other agents, the settlement has been an opportunity to have more open conversations with clients which help to build trust. “I like the new changes,” explained Bryan Vant Hof, veteran real estate agent with RE/MAX Advantage Plus in Minnetonka, Minnesota.

Vant Hof notes that about 80% of his transactions since the settlement have continued to follow traditional compensation structures. For the remaining 20% requiring negotiation of seller-paid compensation, he hasn’t found it difficult to reach reasonable arrangements.

“It’s actually been a very good way to have a more in-depth conversation with buyers and sellers about the structure of real estate commission,” he explains. While about 90% of clients are aware that something has changed in the industry, most haven’t done extensive research. This creates an opportunity for agents to provide clarity and build trust through education.

Incentivising Discounts

Aside from agent-led innovation, we’re also seeing other stakeholders adapt to the NAR settlement in creative ways. For example Frank Rohde, CEO & Co-Founder of fractional homebuying platform Ownify, has introduced a “two plus ten” commission structure for agents.

“We’ve built a commission plan for agents that work with us, that we call the two plus 10,” explains Rohde. “We pay a base commission of 2% of the list price for any home that we purchase on behalf of a customer, and then we pay 10% of whatever discounts and seller concessions the agent negotiates on our behalf

This approach, particularly timely in the post-NAR settlement era, aligns agent incentives with buyer interests by rewarding price reductions rather than the traditional model that favored higher prices. As Rohde observes, “we’ve gotten a lot of positive feedback on that plan from the realtor community” once agents understand how it aligns incentives to help get better deals for buyers.

Looking Ahead

The dust is far from settled on the NAR settlement. It’s expected that in the long term, commissions will find their “new normal” which will likely be lower than the previous unofficial 5% to 6%. However, agents that adjust now by offering more value and satisfying the other wants and needs of buyers will be the best prepared to compete in the new landscape.

Digital Era Realities

The world of real estate does not operate in a vacuum. It is impacted by the digital world in three critical areas:

Transition from a Transaction-Oriented to a Client-Centric Business

The digital era has transformed the real estate industry, necessitating a shift from a transaction-oriented to a client-centric business model. This approach emphasizes building long-term relationships with clients, focusing on repeat and referral business.

Key Actions:

• Emphasize Repeat and Referral Model: Create a memorable client experience that encourages clients to return and refer others. Stay in touch with past clients through personalized follow-ups, newsletters, and client appreciation events.

Shift from a Personality-Based to a Process-Oriented Approach

While a strong personality can be an asset in real estate, relying solely on personal charisma can be limiting. Balancing personality with robust processes ensures consistent and scalable service delivery.

Key Actions:

• Balance Personality as an Asset and Liability: Develop standardized processes for client interactions, marketing, and transaction management. This ensures consistency and reduces dependency on individual personalities.

Move from Gut Feeling to Data-Driven Decision-Making

In the digital age, data is king. Shifting from gut feelings to data-driven decision-making enhances clarity and effectiveness in your business strategies.

Key Actions:

• Use Metrics for Clarity and Effectiveness: Implement analytics tools to track key performance indicators (KPIs) such as lead conversion rates, client acquisition costs, and transaction times. Use this data to refine your strategies and improve performance.

Real Estate Realities

The real estate industry presents unique challenges that require strategic planning and execution.

Lack of Planning Among Agents

Many agents operate without a formal business plan, often “winging it” as they go. This lack of planning can lead to inefficiencies and missed opportunities.

Key Actions:

• Develop a Formal Business Plan: Outline your business goals, target markets, marketing strategies, and financial projections. Regularly review and update your plan to stay aligned with market conditions.

Agents Spread Too Thin

With all the complexities of running a real estate practice, agents can often find themselves overwhelmed by administrative tasks. Staying focused on client relations and new client development is crucial, so outsourcing as much of your back office needs as possible can be a game-changer.

Key Actions:

• Outsource Back Office Needs: Delegate administrative tasks, transaction coordination, marketing, and other non-client-facing activities to specialized service providers. This allows you to focus on building relationships and closing deals.

Increased Competition

With more agents entering the market and fewer homes for sale, competition is fiercer than ever. Differentiating yourself is crucial.

Key Actions:

• Differentiate Through Expertise and Service: Highlight your unique value proposition through specialized knowledge, exceptional service, and strong client relationships.

Growing Gap Between Great and Average Agents

The disparity between top-performing agents and the rest of the field is widening. Strive to be in the top tier by continuously improving and adapting.

Key Actions:

• Commit to Continuous Improvement: Invest in professional development, stay current with industry trends, and seek feedback to enhance your skills and services.

Importance of Team Alignment

A well-aligned team can significantly enhance your business’s performance and client satisfaction.

Key Actions:

• Ensure Team Alignment: Clearly communicate your business goals and strategies to your team. Foster a collaborative environment where everyone works towards common objectives.

Agents’ Last Deal Shouldn’t Be Their Last Dollar

Succession planning is crucial for ensuring that your real estate business continues to thrive even after you step back. It’s never too early or too late to start planning for the future.

Key Actions:

• Work on Succession Planning: Develop a comprehensive succession plan that includes identifying potential successors, training them, and gradually transferring responsibilities. This ensures the continuity of your business and financial security for your retirement.
• Maintain an Up-to-Date CRM: Keep your CRM updated with all client interactions and transactions to ensure seamless transition and continuity.
• Develop Relationships with Financial Professionals: Build and maintain working relationships with an excellent wealth manager, accountant, and bookkeeper. They will provide crucial advice and support throughout the succession process.

Strategic Planning

Strategic planning involves aligning all business elements and stakeholders to ensure cohesive and effective operations.

Key Actions:

Conduct Comprehensive Audits: Regularly perform sales, competitor, financial, brand, and market trend audits to gather insights and inform your strategies.

• Focus on Documentation and Analysis: Maintain detailed records and analyze them to identify strengths, weaknesses, and opportunities.

Audits

There are five critical audits that every agent should undertake to improve their business:

Sales Audit

Documenting every deal and using past statistics for business development is essential. Categorize your markets into green, yellow, and red areas to prioritize your efforts.

Key Actions:

• Green Areas: Proactively pursue and invest in these high-value markets. Aim for 40%-60% of your units/sales from these areas.
• Yellow Areas: Maintain relationships but don’t invest heavily. These should constitute 60%-40% of your units/sales.
• Red Areas: Refer these clients to other agents as they don’t fit your strategic focus.

Competitor Audit

Identifying key competitors in your green zones and understanding their strengths and weaknesses is crucial.

Key Actions:

• Collaborate with Top Agents: Form alliances with top agents in your market to enhance your competitive edge.

Financial Audit

Reviewing your budgeting and financial models helps improve margins and ensure financial health.

Key Actions:

• Improve Margins: Analyze your expenses and revenue streams to optimize profitability. Adjust your financial strategies based on audit findings.

Brand Audit

Consistency in branding across all mediums avoids mixed messages and strengthens your market presence.

Key Actions:

• Maintain Consistent Branding: Develop brand guidelines and ensure all marketing materials align with your brand identity.

Market Trend Audit

Understanding market trends helps you outperform competitors and manage your business and cash flow effectively.

Key Actions:

• Stay Informed: Regularly review market reports and adjust your strategies to align with current and projected market conditions.

Conclusion

Preparing your real estate business for market shifts is about being proactive, adaptable, and resilient. By conducting regular market analysis, diversifying your client base, strengthening your online presence, enhancing your client experience, investing in professional development, building a strong support team, maintaining financial health, and adapting your marketing strategies, you can position yourself for success no matter what changes come your way.

Remember, the key to navigating market shifts is not just about surviving but thriving. Embrace change as an opportunity to innovate, grow, and improve your business. Stay informed, stay flexible, and stay committed to providing the best service to your clients.

REAM: What’s your best tip to give to a new agent as they are beginning their career?

HC: Have 6-9 months of reserves. That’s how long it takes to get first deal done for many new agents. The exit rate is high in this field. 50% of new agents leave the business in 2 years. 80% of new agents quit in 5 years. Ask yourself truly why you want to be in this industry.

REAM: What qualities make you a Top .5% Nationally Ranked Realtor?

HC: I am a perfectionist. A workaholic. For me, consumer always comes first. I solve my client’s problems with a smile!

REAM: What are some of the habits you’ve developed that have led to your success?

HC: I pick up my phone when it rings. I get back to people as soon as possible. I try to stay ahead of curve. Once everyone else is doing something, it’s time for me to move on. Always product differentiate yourself!

REAM: How did your education have helped you becoming such a successful real estate agent?

HC: While you don’t need a college degree to sell real estate in CA, I will say that going to UC Berkeley changed my life. I am forever grateful to my Alma mater. Work ethic. Striving to be the best. The importance of surrounding yourself with both like-minded people and not like-minded people.

REAM: How do you work to maintain balance between your home life and work life?

HC: What balance!? LOL. I’m not complaining. I have no kids, and I am not married. I have nothing else to do but help my clients!

REAM: What is your best advice to other agents for managing seller’s expectations?

HC: Honesty is best policy. No point to feed your sellers false dreams. In past years, even if they wanted an outrageous price, quite possibly the sizzling market would have bailed you out. Not now. You don’t want to be stuck with an unrealistic seller whose listing is going to suck up your time and resources… That you can be focusing on for more productive business.

REAM: What is the most interesting sale you had represented and why?

HC: I had to accompany an elderly man to get himself deemed mentally incapacitated. He owned a property, but was fleeced by a realtor who sold all his antiques and moved him into an old folks home and was draining his fortune… Unbeknownst, to his only family member, a nephew. He was trapped out of the country couldn’t come save his uncle. His nephew tapped me to help get the control of property again, access to it, and names of all involved with the elder abuse & fraud. And most hard for me was driving uncle to doctor to be declared not in control fully of his faculties (at the direction of his nephew and living trust).

REAM: Can you tell us more about your presence in the media such as House Hunters or My House is Worth What?

HC: I shot many episodes! Super fun time of my career when I was ramping up a reputation for myself in the business. I was randomly called by a producer to step in on an episode where the prior realtor couldn’t perform. I did so well they kept shooting episodes with me! House hunters, tiny house hunters, and I eventually had 2 TV shows optioned. One was produced for LogoTV (Viacom, who owns MTV VH1 etcetera), we shot the pilot in DC. They didn’t go anywhere, but it was a blast!

REAM: Please elaborate about your top selling book “Looking Up: Images to Uplift and Inspire.” What inspired you to publish it? What is the book about? What is the message behind it?

HC: Someone came up to me after I spoke at a conference and said they loved all my Instagram photos because they all looked up, and she looked up to me. I thought, “Wow that’s a book!” All the photos in the book I personally shot. They all look up, and I put the images with my favorite quotes from my favorite celebrities!

REAM: Did you have a career in another industry before embarking in real estate?

HC: I was hired right off UC Berkeley campus to work at the Gap, Inc Corporate Headquarter. I left in 3 months! That 9-5 life was not for me. I am too independent and creative. I did quite a bit of print modeling before I got my license

REAM: How are you involved in your community? Is there one group you support especially? Why did you select that cause/group?

HC: Asian real estate Association of America (AREAA). 17,000 members who advocate for home ownership, especially in Asian American and Pacific Islander (AAPI) community. I am their past National Luxury Chair, creating the first Luxury Real Estate Designation with Asian chapter. I have co-chaired their Global Luxury Conferences, interviewing Bling Empire Star Kane Lim on stage. Also, I lobbied in Washington DC/Sacramento for our “No Other Campaign” that successfully classified Asians with their own category instead of being hidden under “No Other” category.

REAM: What career goals do you have for the next five years? The next 10? Where do you see the peak of your career?

HC: I could have retired by now. So, it’s not about more money or more sales.  While rest of world was able to ponder existential questions during pandemic, realtors were so busy try to keep up with market we didn’t have time to reshuffle our goals/values. I’m going through that now!

REAM: Are there any changes coming in the future that you’re excited to announce?

HC: I’m having fun filming my video series for the Real Deal called SFConfidential. I just filled a master class about “How to Start in Real Estate” for a real estate app. Stay tuned!

REAM: What do you enjoy doing outside of work? Hobbies? Sports?

HC: I play the piano. When time permits hours could pass while I tickle thé ivories. It’s vital for agents to have creative outlet, make art, music, take care of the kids. Otherwise, the business will drive you nuts!

REAM: Is there anything else you would like to add?

HC: “Be yourself. Everyone else is taken.” -Oscar Wilde

REAM: What’s the most important piece of advice you’ve received during your time as a real estate agent?

AL: Be honest and care for your client’s needs more than your commissions.

REAM: Why did you decide to start Abe Lee Seminars?

AL: Many Realtor friends would ask me how I did a small development project with 2 or more units. They would also ask how do you condominiumize a lot versus subdivide? What are the zoning rules to develop a property?

REAM: Were you a teacher before starting your Abe Lee Seminars business?

AL: I have a master’s degree in education from the University of Utah and taught at an elementary school in Salt Lake City. I knew that I could not support my family on teacher’s salary and started my own real estate school when the opportunity arose in Hawaii.

REAM: Tell us more about being “Hawaii’s CPR King.”

AL: I have developed over 170 projects in my lifetime. Most of the projects were 2 to 4 units/homes using the CPR process. As I learned more about zoning, the CPR laws, finance, etc., I started to teach my fellow Realtors. I have taught over 10,000 agents in real estate classes.

REAM: What is your biggest challenge running a business? How do you overcome it?

AL: My real estate company requires that I attract good agents to work with me and provide great training and guidance and keep the cash flow going to pay bills and make some money. Recessions cause a lot of uncertainty and requires good fiscal management and encourage agents to find ways to help their clients. The real estate school requires that I stay up to date on the changes in the law and teach agents about the changes and teach in a fun and engaging manner so that we don’t bore the students.

REAM: What is more enjoyable for you – holding seminars or selling houses?

AL: I love teaching new students about the real estate process and laws and contracts, etc. I enjoy working with my clients to buy their first home or sell their home and buy something else or move to another state or island. Real estate can be more stressful because of the many variables that pop up and differing personalities of the buyers and sellers and people that we deal with in the transaction. Teaching is much easier since I am teaching students who want to learn and they are not being forced to take the classes.

REAM: What is your best advice to other agents for managing seller’s expectations?

AL: Go through the seller process and teach the clients about what to expect and manage their expectations. Once you educate them about what to expect, it is easier when there are problems that may arise. Teaching them the steps involved in the process removes some of the anxieties that sellers face when they sell their home.

REAM: How has the real estate industry evolved throughout your career? How has your team adapted with the industry?

AL: Technology has made real estate information much more accessible and the consumers are better educated about the market. Contracts went from two pages to the current 14 pages which requires the agents and consumers to be up to date on the details of the contracts. Disclosures, lead paint addendum, fair housing laws, etc., require the agents to be more knowledgeable about the sales process.

REAM: Tells us about how COVID affected the Hawaiian market and shifted the real estate industry.

AL: COVID has made the whole buying and selling process challenging in that we could not have open houses except by appointment. The low interest rates drove up the prices of homes and we had multiple offers way over list price which was not expected. Prices for homes and condos increased too much for the market and buyers were getting frustrated when their offers were not being accepted due to multiple higher offers.

REAM: What first drew you to the real estate industry? Did you work in a different industry previously?

AL: I sold insurance out of college and made the insured’s family have some money when the insured passed away. I thought I could make the insured wealthier by selling them homes and investment properties. I eventually stopped selling insurance and focused on the real estate sales, the real estate school and developing small projects.

REAM: Tell us about your first sale.

AL: I worked for a broker whose husband developed midrise and high rise condominiums. First preference was given to owner occupants. I had just graduated from college and had poor friends who could not afford to buy a house. I started to talk to anyone who might be interested in buying the projects that our company was selling. I was fortunate to find eight first-time homebuyers, and I was one of the top sales agents for a project.

After, I worked for a large developer selling his project and due to the high interest rate of 18% in the late 1970s and early 1980s, all my 50 buyers cancelled their purchase. I had to get a job at Hawaiian Telephone to feed my family. When the market got better I went back to selling real estate and developing my own small projects.

REAM: How are you involved in your community? Is there one group you support especially? Why did you select that cause/group?

AL: Our company has a charity donation program where our agents agree on a voluntary basis to donate 10% of their commission to a favorite charity of the agent’s choosing or the client’s choosing. We donated to 50 charities last year about $75,000. We are proud to give back to our community and help the wonderful charities accomplish their mission. We have donated to schools, churches, Make a Wish, Big Brothers and Big Sisters, Foodbank, Arthritis Foundation, Cancer Society, Kidney Foundation, Boys and Girls Club, etc.

REAM: How do you work to maintain balance between your home life and work life?

AL: When I was younger I took time off to coach my children’s basketball team, go to the various functions, do volunteer work with the Boys Scouts, my church, etc. My wife who worked was the glue that kept our family going, and I was there to help. Now that our children are all adults it is easier for me to focus on the business and charity donation programs, teaching, developing, etc.

REAM: What do you enjoy doing outside of work? Hobbies? Sports?

AL: I enjoy exercising on my elliptical machine. I used to surf a lot when I was younger. I love to watch YouTube videos on Think and Grow Rich, Simon Sinek, Jim Kwik, Jeopardy, 7 Habits of Highly Effective People, Ninja Selling, etc. I enjoy watching pro football, basketball, college football and baseball on the TV. I deliver food for Hawaii Food Bank to homebound people who cannot get out twice a month. I work with the University of Hawaii Shidler school of business, and I am a guest lecturer on real estate. I speak to real estate groups on zoning, CPRs, permits, etc.

REAM: Is there anything else you would like to add?

AL: I am very grateful that I have been blessed with good health, a wonderful wife and family and grandchildren, great agents at our firm, Century 21 iProperties Hawaii, wonderful charities that I work with. We have been blessed to live in Hawaii and to have businesses that are doing well. Life is great, and I appreciate everything that we have been blessed with. Happy holidays to you and your family.

Which are the best proptech security trends for real estate agents? Keep reading for an extensive guide to the proptech security trends that all real estate agents should know about — don’t miss out on crucial information that could help you to attract more tenants.

Integrating Cyber And Physical Security

When you adopt cloud-based technology for your physical security, you need to ensure that tenants feel their cloud-based security is protected from a cyber standpoint. For instance, if you implement cloud-based access control or video surveillance, you must ensure that no third party can access the data from these security tools.

If the remote operation of door locks fell into the hands of an unauthorized third party, this could cause a colossal security breach that puts the safety of your tenants in the balance.

To ensure that you secure all of your cloud-based physical security tools from a cyber standpoint, you need to integrate cybersecurity software with your cloud-based system. The cybersecurity software will ensure that your security tools’ remote operation or visibility features are only accessible to authorized parties.

Adopting Touchless And Hygiene-Based Technology

Touchless and hygiene-based technology is one of the most attractive features for tenants. Since the pandemic, businesses of all types have to explore technologies and tools that minimize the spread of germs in their establishments.

To attract and retain tenants, you can invest in touchless and hygiene-based technology that improves health and safety on the property. Listed below are the best touchless and hygiene-based technologies for your properties.

Touchless Access Control

To discourage the spread of germs on your property, you need to minimize the number of touchpoints that users must contact when moving throughout the building – such as door handles, handle rails, and elevator buttons.

One of the best technologies for reducing touchpoints is touchless access control. Touchless access control eliminates the need for keycards and fobs. Instead, users can download access credentials to their mobile device, enabling touchless entry.

When a user needs to enter the building, they can do so without pressing a button or swiping a card, which might encourage the spread of germs. All they need to do is wave their hand over the access control reader. When triggered, the reader is equipped with a motion sensor to initiate remote communication with the user’s device. 

Wellness Verification Software

Wellness verification software is an integration for touchless access control that helps provide tenants with more assurance of their health and safety. It provides users with wellness surveys before entering the building, ensuring that symptomatic individuals cannot access the property.

When a user presents their access credentials to the reader, the software will provide them with a digital form to fill out based on their symptoms. If they are symptomatic, their access will be denied – the building staff can then handle the issue at their discretion.

Integrating Technologies

One of the key benefits of a cloud-based security system is open APIs. Open APIs allow you to integrate software and technologies into your security system to improve ROI on your security investments.

Here are some of the best integrations for a cloud-based security system:

• Visitor management software. You can make it easier for tenants to manage their visitors with visitor management software. The tool integrates with cloud-based access control, providing users with registration forms to fill out on their mobiles. Filling out this form will grant them temporary access credentials to enter the building — the system will automatically sign them in and out, revoking the credentials when they leave. Visitor management systems can also be integrated with access control turnstiles to track visitors as they enter and exit lobby areas in commercial real estate properties. 
• Integrated access control and video surveillance. Integrating surveillance and access control allow you to host both access logs and video feed on a single interface, enabling identity verification. Hosting data sets separately will lead to more convoluted identity verification processes. This integration reduces the risk of stolen access credentials being used to enter the building.

Automating Building Management Triggers

One of the most popular smart solutions in real estate is automating building management triggers based on access control events. The energy cost is skyrocketing, and real estate companies must turn to smart technology to provide more energy efficiency.

Tenants pay unnecessary energy costs if a building is heated and lit when it is empty. Investing in IoT-connected building heating systems and HVAC systems can automate building management triggers based on access control events. When a person enters the property, these devices will turn on automatically – turning off when the last occupant leaves.

Additionally, you can identify occupancy trends from access control data to ensure your building is heated and cooled in line with occupancy figures. 

Investing in more innovative building management technology can make a property more attractive to tenants by reducing their monthly overheads using energy-efficient solutions.

Summary

Smart technology is carving out a new path for real estate professionals – allowing them to drive up demand and value for their properties. You can drive value by making the tenant experience more hygienic, secure, and convenient with innovative technologies. Consider which technologies this article discussed would add the most value to your properties.

To help you increase customer testimonials on your website or favorite review site, we asked marketing professionals and business leaders this question for their best insights. From incorporating a call to action to creating an automated email, there are several ways to increase customer testimonials.

Here are eleven tips and strategies to increase customer testimonials:

• Incorporate a Call-To-Action
• Document or Record Your Customer’s Experience
• Ask for Online Reviews
• Follow Up
• Get Approval and Share Reviews that Already Exist
• Educate Customers on the Importance of Testimonials
• Add an Incentive
• Reach Out and Ask
• Use Surveys & Email Campaigns
• Apply the Law of Reciprocation
• Create an Automated Email

Incorporate a Call-To-Action

Simply sending out an email or posting content on social media isn’t enough. Share an example of a recent customer testimonial in an email or social media post and add a relevant call-to-action such as “Write a Review”. You can sweeten the deal with a discount code or free product in exchange for their time. By highlighting previous reviews and adding a CTA, it is much easier for customers to want to take action on it.

Randall Smalley, Cruise America

Document or Record Your Customer’s Experience

When it comes to interior design, it’s all about the big reveal. Visual testimonials are much more valuable and are often more related for prospective clients. This is why it is important to document and record a client’s reaction on camera. Reach out and ask your customers ahead of time if it’s ok to record and post their reveal and reaction online. It won’t take much time out of their day since we’re doing all the work to ensure their happiness. Most clients are more than willing to oblige. 

Alisha Taylor, Alisha Taylor Interiors

Ask for Online Reviews

The best way to do it is to ask your clients to leave a review online. Privately, people are more than happy to share their opinion and praise, but they can be shy about doing it publicly. Assuming that you’ve given them praiseworthy service, they should have no problem helping you out. 

Allan J. Switalski, AVANA Capital

Follow Up

Follow up with customers whenever you can. When you reach out to clients or patients after a visit, it adds a special touch to the customer service experience. Follow up to make sure that they were happy with their visit. Also, follow up to make sure that there were no post view issues. Then at the patient or client’s approval, you should take notes on the experience and create a draft review that they can share online. This way you remove the additional work or hassle in writing the review. 

There’s no overstating the importance of testimonials, so don’t be shy about it. With our products and clientele, it’s in our interest to seek out testimonials as often as we can. For customers who are on the fence about going with you, reviews can make a huge impact on their decision-making process.

Henry Babichenko, European Denture Center

Get Approval and Share Reviews that Already Exist

You can increase the number of testimonials on your website without having to ask any customers to write anything new. Set up Google alerts or check out your social media comments, for some of your best reviews. Scour your Amazon product pages or Yelp. Chances are, many people have already shared their opinion about your company or your products, and you can use these to your advantage.

Vanessa Molica, The Lash Professional

Educate Customers on the Importance of Testimonials

When asking for a review, explain to your customers how sharing their positive experiences can help them find the best product or service. Ask them meaningful questions about their pain points and what made them choose your company. Satisfied customers will be happy to support your business when they understand that their input makes an impact. That way, they can also realize the benefits of using your service they previously did not think of.

Rebeca Sena, GetSpace

Add an Incentive

The easiest way to increase customer testimonials on your website or another popular review site is to implement an incentive. Depending on your business, this could be something like 10% off their next purchase or a free gift with purchase. Just be sure to ask them to show you their review post to verify! People are more likely to leave a positive review if they receive something in return.

Sophia Orlando, Markitors

Reach Out and Ask

There’s no harm or shame in mining your customer base for testimonials. For many satisfied clients, leaving a review is an afterthought. They’ll only feel the need to write reviews if there’s a problem with a service, or if they want to vent about a company.

But if you know a client was satisfied, and you see that they didn’t leave any review, reach out to them. They may be more than happy to pen a testimonial. We do this at our independent life insurance agency and have earned genuinely appreciative feedback.

Chris Abrams, Abrams Insurance Solutions

Use Surveys & Email Campaigns

If you are attempting to increase the number of positive testimonials or reviews of your business, try reaching out to customers with surveys and an email campaign. Determine which customers have had a good experience by designing your own survey that asks for a description of the customer’s experience as well as their email address. Once you have gauged which customers have had the most positive experiences, you can email them and ask that they leave feedback on your website or business’ page on a review site. These customers are more than likely to leave positive reviews and boost your public reputation. Take this strategy one step further by reaching out directly to customers who provide negative feedback on your survey. This way, you not only provide excellent customer service by remedying customers’ complaints, but you also decrease the likelihood that these customers will leave a negative review of your business.

Than Merrill, FortuneBuilders

Apply the Law of Reciprocation

Robert Cialdini’s book “Influence” talks about the Law of Reciprocation. When you give someone a gift, they feel strongly obligated to return the favor.

I send a little thank you package to every customer, with a handwritten card and a gift basket. Two weeks later, I called the client and asked if they would be open to reviewing me, as it helps my business. Without fail, customers are more than happy to give me a review to return the favour.

Liz Hutz, Cash Home Buyers North Carolina

Create an Automated Email

You have processes and systems set up to help you work with your clients, gather information, submit paperwork, and more.  Making sure you have a project close process will help with gathering testimonials. Once everything is complete (and before too much time has lapsed) send out an email asking your client for a testimonial. You can link directly to the social platform review areas where they can post or just ask them to reply with their thoughts. You can create an email template and personalize it slightly each time.

Tanya Gagnon, Miss Details

Here are seven loan officer marketing strategies to drive new leads:

• Use Targeted Facebook Ads
• Build Solid Business Relationships
• Send Out Mailers
• Develop Referral Campaigns
• Offer Teaser Rates
• Leverage Local Facebook Groups
• Guest Post for Real Estate Agents

Use Targeted Facebook Ads

Targeted advertising on Facebook is a surefire way to drive new leads. Consider customizing your marketing campaign on Facebook to hone in on young renters who may soon be in the market for a new home.

Getting your ad to populate in their feed will result in increased engagement and conversions. Be sure to create a Facebook ad designed for your target audience that highlights current rates and urges potential homebuyers to get in touch, and you will see the leads come in.

Lily Yu, Oak Springs Realty

Build Solid Business Relationships

One of the best ways loan officers can drive new leads is to build solid business relationships with commercial real estate (CRE) brokers and agents in their area. They not only know what is for sale, but who is buying what and where. 

Once you’ve established yourself with CRE brokers and agents, they can talk you up with their new clients. This will help you get your foot in the door without much legwork. 

Allan J. Switalski, AVANA Capital

Send Out Mailers

Sometimes tried and true tactics work best, and sending out mailers is a great way to get yourself out there and drive new leads. More people than ever before are in need of loan officers’ services, but often don’t know the first place to look. 

You can advertise your products, recent lending rates, and success stories in a way that will arrive in people’s mailboxes rather than their spam folders. It’s a cost-effective solution that generates proven results.

Carey Wilbur, Charter Capital

Develop Referral Campaigns

One of the best ways to market your business is to create a referral campaign. Letting your customers know that you reward them for referrals is a great way to get qualified inbound leads with minimal marketing or overhead since you already know who to contact and how to get a hold of them!

Loren Howard, Prime Plus Mortgages: Real Estate Note Investing

Offer Teaser Rates

A loan officer can give a teaser rate to get new leads through the door. The loan officer’s purpose as a representative of the bank is to make money but good marketing results in getting people through the door. A teaser interest rate accomplishes this.

Janice Wald, Mostly Blogging

Leverage Local Facebook Groups

Be an active participant in Facebook Groups. Facebook Groups are still a relatively new source to engage in. Finding new communities and city groups is a great way to interact with high-quality contacts. Search for recent mentions on refinancing or reach out to people in the process of building. 

Major purchases and financing don’t happen often for average individuals but by taking a consultative approach, you’ll build trust as an advisor and help prospects understand their options. When done well, you’ll find your name tagged in other conversations with a decent growing referral base.

Logan Mallory, Motivosity

Guest Post for Real Estate Agents

One marketing strategy that a loan officer could execute to drive new leads is to cross-post or guest post on a partner’s channel. For instance, an office could participate in a 30-second rapid-fire FAQ video posted on a real estate agent’s social media page. Or, the loan officer can pen a guest post on a realtor’s blog. 

This strategy gives officers access to a targeted and tuned-in audience. Not to mention, since the page holder has an existing relationship with their follower base and has established themselves as a trustworthy and authoritative source of information, viewers are more likely to trust these recommendations.

Michael Alexis, TeamBuilding

To help realtors with their social media efforts, we asked real estate experts and business leaders this question for their best ideas. From leveraging LinkedIn to creating real estate marketing videos, there are several suggestions that may help you boost your online marketing strategy to attract new clients through social media. 

Here are 12 ways to improve your real estate social media marketing: 

• Leverage LinkedIn for Potentials Buyers
• Try a Little Humor
• Feature a Home of the Week
• Use Hashtags Effectively
• Add Testimonials on Instagram
• Answer FAQs in Weekly Posts
• Start Using Tik Tok for Marketing
• Enable Immediate Sales Calls
• Write Blog Posts With Real Estate Tips
• Create Real Estate Marketing Videos
• Utilize Chatbots in Your Sales Process
• Help Clients Declutter

Leverage LinkedIn for Potentials Buyers

From an interior designer standpoint, we found that real estate marketing is about making connections and building trust with potential buyers and sellers. So, using LinkedIn is a great addition to your marketing strategy to reach out directly to potential clients. 

A good way to use LinkedIn for real estate social media marketing is to construct a personal brand for yourself as a realtor. Create content to position yourself as a thought leader, industry expert, and trusted resource for home buyers and sellers. This can include staging tips from an interior design colleague, finance tips to prepare for the buying process, or details about closed deals with client reviews.

Alisha Taylor, Alisha Taylor Interiors

Try a Little Humor

The real estate market can be difficult to decipher for both real estate agents and homebuyers today. So to lighten up the room, why not try a little humor whenever the situation arises? 

Memes can be a great way to lighten the load while simultaneously getting your message out there on social media. You don’t even need to spend any money to do this. The right image and the right copy will bring a good laugh to your audience, grabbing the right kind of attention for your brand.

Lily Yu, Oak Springs Realty

Feature a Home of the Week

When it comes to real estate, potential clients are looking to see the types of homes they will have access to. A Home of the Week can highlight the variety of homes that a realtor works with, providing details that will catch the eye of the intended homeowner.

Beth Baranski, Markitors

Use Hashtags Effectively

Realtors can tap into a huge market by using hashtags for social media marketing. They should come up with creative and catchy hashtags that describe their posts in a detailed fashion. 

They can even do a simple search on popular hashtags that depict the real estate industry. For instance, if they are posting about new homes for sale in New York, then #newyorkhomesforsale is the hashtag they can use to connect with interested people.

Raaquib Pathan, FastPath Home Buyers

Add Testimonials on Instagram

Instagram has powerful marketing potential for realtors looking to reach a larger audience. One way you can harness the power of Instagram and build a larger organic audience of followers is by posting testimonials of previous clients you have worked with. 

After working with a satisfied client, request a short video testimonial that discusses how and why your client would recommend that another person works with you. Edit and post this content occasionally throughout your Instagram page and stories. 

This is a great way to diversify your content and highlight real-life reviews of the results you are able to produce. Over time, your testimonials on Instagram will work to build your credibility and success as a realtor.

Than Merrill, FortuneBuilders

Answer FAQs in Weekly Posts

Make a note of questions you get from your clients. Chances are, those are on the mind of many prospective clients. Start a weekly Q&A post where you answer one of those questions in a post or video. It will show your depth of knowledge, and you can build a library that you can archive in Highlights on Instagram or on your website in a feed.

Tanya Gagnon, Miss Details

Start Using Tik Tok for Marketing

In today’s world, there are so many different platforms a realtor can utilize to gain more of a following and attention around their properties. One amazing way is by utilizing Tik Tok! 

There are many ways to go about this. You can stick to traditional property tours, or you can get creative and create content that goes along with current Tik Tok trends. Many realtors have gone viral on Tik Tok, so it’s a good idea to look at those accounts for inspiration!

Brooke Wilson, Fabric

Enable Immediate Sales Calls

Realtors can leverage the power of Facebook, Youtube, and Instagram’s ability to accurately segment potential customers, thereby improving the efficiency of the overall marketing budget.

In my experience, when I was house-hunting, I came across a realtor that had set up a one-click Facebook page that immediately linked me to a video call with a sales representative via Zoom or Google Meets.

The real estate agent knew which property I was interested in and even provided other properties in the adjacent areas. This was fantastic because the transition was seamless, and it did not require me to pick up my phone and call. I thought this was an innovative use of social media marketing in the real estate space.

Mogale Modisane, ToolsGaloreHQ

Write Blog Posts With Real Estate Tips

Social marketing is one of the marketing trends since 2020 that, until now, is growing. Real estate agencies should take advantage of the benefits that social media has to offer in terms of marketing. 

One social media marketing idea I recommend you try is creating blog posts about real estate tips. Anyone in social media dreams to have a house of their own, so posting this kind of content will hook their attention and might inspire them to share your post, which is good for your agency. 

Cameron Miller, Cameron Miller Real Estate

Create Real Estate Marketing Videos 

No matter what type of real estate you’re selling, you should use video as part of your social media strategy. A picture is worth a thousand words; that’s true. But if a photo can help generate more leads, a video may be the reason those leads turn into sales. 

Footage not only lets the realtor showcase the property in detail but also allows the viewer to feel like they’re roaming around and checking out the place by themselves. The best thing to do is to hire a professional to shoot and edit a video of your real estate. 

But if you’re on a budget, you can do it yourself. All you need is a smartphone and a video editing tool. Just remember to keep it short. A video between two and six minutes is best. If you create a video longer than that, you risk losing your viewer’s attention. 

As for the type of videos you should post on your social media pages, consider making listing videos, live open-houses, before and after renovations, advice videos, and testimonials.

Estrella Alvarado, Brafton

Utilize Chatbots in Your Sales Process

Things can move fast in real estate. When I was an office manager for a real estate firm, I was surprised to see that no one used chatbots. Chatbots are cheap and not a particularly difficult tool to set up. 

They’re great at doing the easy, time-consuming, rote, and preliminary part of a sales process. Check out Intercom or ManyChat.

Karen Zachary, Anchor Virtual Assistants

Help Clients Declutter

Time and time again, I see homes for sale that are staged with a Pod sitting outside, making me wonder how the seller REALLY lives and where storage is. Teach your followers (via TikTok then recast on Facebook and Instagram) how to declutter, clean a room in 10 minutes, or any other strategic home hacks that allow a seller to get ready to sell — without a headache!

Erin Lubien, Empoweru Consulting Group

To help real estate agents integrate technology into their business, we asked other real estate agents and business professionals this question for their best tips. From automated invoicing to getting help from a virtual assistant, there are several tools that may help you for growing your business.  

Here are ten tech tools for real estate agents: 

• Process Documents With Ease
• Train Against Phishing
• Automate Invoicing
• Manage Client Keys
• Keep Track of Emails
• Create High-Quality Images
• Enable Work on the Go
• Get Help From a Virtual Assistant
• Get Leads in the Area
• Optimize Your Online Presence

Process Documents With Ease 

For real estate agents looking for top tech tools to improve clients’ home buying or selling experience, I would recommend the iFax app. This online application is a great faxing solution for sending and receiving relevant real estate forms, close deals, and contracts. I have found the tool extremely useful when trying to create efficiencies for document processing, and the tool has been helping Realtors and Real Estate companies for over a decade. 

Eli Patashnik, iFax

Train Against Phishing 

Phishing training for your real estate agents. With the number of documents being signed, you need to ensure your people are trained on how to protect themselves online to prevent a potential data breach from a cyber attack that exposes sensitive client information. A cyber attack could be crippling to any real estate company.

Nick Santora, Curricula

Automate Invoicing

Helping businesses in the real estate sector for the past 10 years has made me realize that invoicing is one front that needs perfection to sustain in marketing. Our software has a drag–and–drop interface. The in-built library of tons of templates is a huge plus point. It supports customization in every possible manner. This tech tool will make your real-estate business go paperless completely. After the implementation of an invoicing software, making automated, accurate, and timed invoicing is very much possible. 

Eden Cheng, WeInvoice

Manage Client Keys

I would recommend that any estate agent looks into using a key management platform. A key management platform makes it easy to keep track of your keys. You know where they are at all times, who has them, and when they’ll be returned. This also tracks and stores the data so that, at any point, you’re able to see who had which key at what time. If one goes missing, you’ll know who has it or which member of staff has lost it. If your platform is anything like Keyhive.io, you’ll also get automated reminders so that you never forget to return a key. Similarly, management will get notification of late keys and they’ll be able to chase their teams so that the keys can be returned to the office. I would always recommend that both real estate agents and rental agents shop around for a key management platform that works for them. 

Aaron Cambden, Fairview Estates

Keep Track of Emails 

Real estate agents tend to deal with a lot of different customers, which can become quite confusing and even difficult to keep track of who they have and have not answered. Therefore, I believe that some of the best tech tools that real estate agents should use are those which help with the management of emails and other communications. Communication is a big part of running every business, and when you’re dealing directly with your consumers– and a lot of the communications are done online beforehand– it’s that much more important. If you have access to tools that allow you to communicate more effectively, or to help you to see where you can improve your communications, you’re sitting on a hypothetical goldmine in terms of growing your business as well as your reputation.

Tarah Darge, Time to Reply

Create High-Quality Images

The real estate market is super hot and realtors need to get their listings seen now! Nothing attracts buyers like high-res images and HD videos of homes for sale. Sure, photos are quick to snap, but videos attract more buyers. When you’re on the road most of the day, using a mobile app to create those videos is a must-do. With apps like Adobe Premiere Rush and Magisto, you can create high-quality tours and walk-throughs on your phone. Polishing up your video presentations is made easy with filters, text, logos, and music. Once your feature is complete, load it up to your social media and watch the responses come in!

Tyler Forte, Felix Homes

Enable Work on the Go 

The mobile Compass app is the top tech tool for a real estate agent. This amazing resource means that an agent always has access to their data in one place and it also provides them with key information about each property so they can make valuable decisions on the spot! It’s especially helpful when you’re out of the office or driving around town or even taking a break from work.

Altay Gursel, Metriculum

Get Help From a Virtual Assistant 

Real estate agents are constantly on the go. Whether they’re meeting with a client, showing a home, or working with a lender, a lot of people demand their time and attention. It’s easy for important lead opportunities to be lost through missed calls or insufficient information when a real estate agent has such a packed schedule. By implementing a 24/7 live chat service on their real estate website, they can ensure that they never miss a lead again and that potential clients and partners will always receive immediate assistance and feedback.

Jessica Wise, HelpSquad

Get Leads in the Area

Curb Call is an amazing tech tool that we can recommend to real estate agents for a certain reason. With the help of this tool, you can receive an alert from a buyer who needs to see a place right away. Here real estate agents can select the option that they’re available to show nearby homes, and if a purchaser is supposed to see something near you right away, you’ll get a notification. By using this software as a real estate agent you can enhance the quality of your work  and therefore win the potential buyer’s trust as they can rely upon you whenever needed. There are no second thoughts about the fact that immediacy in response is always good when it comes to dealing with clients and improving the quality of the whole working process. You can now use this platform to connect with buyers in real-time. All those customers who don’t have a go-to agent will love to try out this tool as it provides them with what they look for within the convenience of an instant response.

Caroline Lee, CocoSign

Optimize Your Online Presence 

Google My Business is for local merchants. A real estate agent deals with people looking for local housing. On your Google My Business page, you can list your regular hours and holiday hours. You can have testimonials from previous clients and images showcasing your homes for sale. The Google My Business team is supportive of users’ needs should you run into problems. Today, Google My Business is like a White Pages for local vendors. For all these reasons, I recommend Google My Business.

Janice Wald, Mostly Blogging Academy

REAM: What inspired you to start Super? 

JR: The idea for Super was born from a personal experience. When my wife and I moved from Boston to the Bay Area, we purchased our first home. As long-time renters, we were used to paying the same amount month–to–month and having someone else maintain our home.  

We had one person to call when I needed help – the building super. 

We quickly discovered there was a huge difference between renting and owning. Owning a home took up too much time and money. It’s too unpredictable, and it’s hard to budget for inevitable breakdowns.  

I searched for a solution. There are a lot of companies out there that want to make homeownership easier, but none of them gave me the experience I was looking for –so I started Super.  

I saw an opportunity to create a company that could shake up a constantly complained-about industry that hasn’t seen innovation in decades: home warranty.  

Home warranty covers the cost of breakdowns, which are serviced by a network of technicians–offering a component of a renter-like experience. There was a huge opportunity to improve a homeowner’s experience when it comes to caring for their home, and to offer a service that goes beyond just fixing things when they break, and I wanted to seize it. 

REAM: How does it differ from home warranty companies already on the market? 

JR: We’re a technology company at our core. Technology is behind everything we do to make caring for a home easier – from a mobile app to easily request and schedule services, maintaining a digital record of all the work done to a home, to a cashless transaction system that offers a seamless payment process and detects fraud. 

Our long-term vision is to ultimately cover 100 percent of repair and maintenance in your home. You’ll never have to pay for anything because everything will be included in your Super subscription. 

REAM: Have you worked with any real estate companies or agents through the development process? 

JR: Real estate professionals have a valuable perspective on the needs of homeowners and where opportunities may exist to improve the homeownership experience. Feedback from our real estate partners is important to us as we continuously work to enhance our offering. In fact, we assembled an Agent Advisory Group, made up of some of our most active agent partners, who contribute to our product development process. 

REAM: How do you see companies like Super impacting the future of the industry? 

JR: Like any tech-driven business, we’re a catalyst for change and will inspire the entire industry to evolve. We’ve already seen other companies in our market working to bring about change in their organizations seeing the threat of technology disruption. 

REAM: What is next for Super? Expansion? New platform? 

JR: Super is currently available in seven major metro markets–Washington DC, Chicago, Phoenix, Austin, Dallas, Houston and San Antonio–with plans to expand into new markets in the coming year. We’ll also be enhancing our maintenance service offerings as we understand that caring for a home means more than just fixing things when they break down. Properly maintaining appliances and systems can help prevent breakdowns to begin with. 

REAM: Anything else you’d like to add? 

JR: We’ve built a team of great people who are talented, passionate, diligent, empathetic, and honest. As a result, those people attract other similar people. 

All of those people are owners in the business. If everyone walks in the door feeling like they’re a respected owner in the business, then they’ll speak out for change when it’s needed. They’ll speak out when they see problems, regardless of whether or not those problems are within their responsibility. They’ll propose solutions, even if those solutions might be different from what’s been prescribed by management. 

As owners in the business, everyone has an incentive to do the right thing for our customers, service providers, real estate agents, and employees. They do so not only because it’s reflective of the type of people they are, but also because it pays dividends for the business. When there’s ambiguity, we lean in the direction of what’s good for the customer.