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Market to Realtors Effectively With Online Technology
 One additional Realtor®-based sale per community per month can have a dramatic impact on a builder’s gross profits. In today’s market, that’s reason enough to work closely with Realtors®.
Realtors® play a significant role in 30% to 50% of a builder’s closings, yet many builders don’t include Realtors® in their overall marketing and outreach.
Part of the reason may be because Realtor® sales are so fragmented. As many as 100 Realtors® may sell a builder’s homes, but only five or 10 of them are involved in more than one sale.
In the past, building an effective Realtor® program to identify Realtors® and nurture and build their loyalty was time-consuming, costly and inefficient.
Today, builders can successfully enhance relationships with Realtors®, both strategically and cost-effectively, by leveraging their Web sites and interactive marketing.
Here are four marketing tips to help improve Realtor® relationships ― and stimulate Realtor® sales.
Welcome Realtors® on Your Web Site
Welcome Realtors® on the home page of your Web site and then direct them to Realtor®-specific pages ― this will show them that you are serious about building productive relationships.
You don’t have to spell out your Realtor® policy and incentive structure on these pages, just make it clear that your company values their participation and collaboration.
To see an example of how to welcome Realtors® on the Web, visit the David Weekley Homes Web site by clicking here and then scroll to and activate the Realtor® tab and pages.
The welcome pages include Realtor® industry news, Realtor® testimonials and a “Realtor® Sign-up” section where they can get the latest news about new listings, grand openings and other events.
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One of the pages specifically for Realtors® on the David Weekley Homes Web site. |
Include an ‘I’m Interested’ Section
As part of the Realtors® section ― and to build the foundation of your interactive marketing — provide Realtors® with an opportunity to sign up for news about community openings and other events on the Web site through an “I’m Interested” section. Your onsite sales teams should also register key Realtors® who visit your jobs for this online communications.
In both cases, be sure to let Realtors® know about the benefits of being on your distribution list. Be explicit about what they will be receiving — and when — and give them the chance to sign up for any other “special notification” lists you may have.
The events and information you provide can range from special sales seminars and motivational talks with noted speakers that you are offering to details about your Realtor® co-op program and special promotions.
To view an example of co-op program details that Centex Homes posts on its Web site for each of its marketing regions ― this one for the Washington, D.C. metropolitan region — click here.
Once Realtors® sign on to your “I’m Interested” list, be sure to keep your electronic communications to them separate from those you send to your home buyer prospects. The message to each audience should be different, even if only slightly, and you don’t want to get the messages and information mixed up.
Stay in Touch With E-mail Newsletters
Consistent contact is far better than constant contact.
When sending them a Realtors®-specific e-newsletter, make sure it contains information they want to read and that’s of value to them and will help them make money. Also, update the information regularly.
For example, include information about your inventory and any discounts you offer that are tied to inventory units. (For their convenience, you may also want to add a link in your e-newsletter that goes directly to the inventory listings on you Web site.) Include Realtor® incentives, consumer incentives and other information that they may want to know.
The key is to give your top Realtors® content they need to know — so they can better serve their clients.
Always include a link to the Realtor® registration page within your e-mail, too, and encourage Realtors® to forward your e-mail to colleagues. This will help you grow your Realtors® list and cost-effectively broaden your marketing outreach.
Create a Realtor® Loyalty Program
There’s nothing better than recognition for a job well done, so create an incentive program to reward the top Realtors® who sell your homes and communities.
You should also build loyalty among Realtors® who may not have sold many of your homes but who are willing to receive more detailed information from you in order to sell more. This is an important group to pursue.
Make these Realtors® part of your “Realtor® Insiders Club,” and reward them for their loyalty with special access. They’re invested in their success. Let them know through your program that you’re invested in their success, as well.
For example, e-mail these club members first about special closeout incentives. You can also be selective when e-mailing your Realtors® about individual lot specials. Most will welcome the information.
Don’t Forget In-Person Outreach
Of course, there is no substitute for in-person outreach.
The Greater San Antonio Builders Association and the San Antonio Board of Realtors® have partnered together to create the online San Antonio Builder Guide (www.sabuilderguide.com) ― a marketing outreach to maintain “long-term, tactical and strategic relationships” between local builders and the real estate community.
In the end, there’s no denying that Realtors® and builders have a symbiotic relationship. It simply makes good sense to work together.
Blair Kuhnen is vice president and general manager of the consumer business unit of Builder Homesite, Inc.. Headquartered in Austin, Texas, HBI operates Web sites, including www.newhomesource.com and www.nhsprofessional.com, for a consortium of 36 of the nation’s largest home builders. For more information, call Kuhnen at 512-289-7370.
 NAHB Has Nearly 300 Resources to Help You Run Your Business More Profitably
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 Free NAHB Kit Gives Builders Back-to-Basics Tips to Navigate the Slowdown
What was once expected to be a relatively mild housing slump following three years of record new home construction and sales has given way to a significant downturn.
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