A dearth of Bay Area listings relative to buyers over the past couple of years led to an imbalance of services. Sellers found themselves in a position of strength, while buyers struggled to find properties.

 

Meanwhile, a perceived market “downturn” — even slight or in response to worries about more interest rate hikes — is an upswing for buyers.

 

Working with a mix of buyers and sellers, either directly or in support of members of a real estate team, allows real estate professionals to witness the state of the market and the industry from both sides.

 

Representing a mix of both provides especially valuable insight at a time when homes are staying on the market for longer periods of time and selling for closer to asking price rather than far above asking price.

 

What can an agent or broker do to serve buyers the way they’ve been providing concierge-style service to attract business from sellers in the Bay Area’s yearslong seller’s market?

 

Sellers’ needs and expectations inform the work that agents do for their buyers in preparing them to find homes and make competitive, educated offers. Likewise, buyer behavior and buyer needs inform the work that sellers need from agents just as sellers.

 

 

Reach buyers where they are online

 

Buyers need dependable, patient, knowledgeable real estate professionals to help them learn the market and navigate choices all while having confidence their representative will negotiate fearlessly on their behalf.

 

Start online. As many as 90% of new-home buyers begin their searches online. Will those find you when they begin their searches?

 

Using digital resources such as LeadHax, your future buyer clients will see your messaging as soon as they start their search.  That’s because LeadHax provides a tool for succinct brand messaging and then precisely targets your advertising to the local prospects you want – in exactly the palaces where they’re spending their time online.

 

By partnering with MLS organizations across the country, LeadHax does the targeting work for you. All you do is enter the messaging, images and links. LeadHax positions you on 92% of all websites with precise targeting to people who are already interested in purchasing in and around the ZIP codes of your service area.

 

 

Focus on buyer-services messaging

 

Now is the time to attract buyers with messaging that highlights successful negotiations and searches for buyers.

 

Let buyers know why you’re the best choice for them. In everything from social media posts and online advertising to email marketing, keep messaging clear and succinct.

 

Did you help a buyer negotiate a sweet deal on a property by leveraging disclosures on the listing? Place a “Represented Buyers” or a “Happy Buyers” banner on a results promotion.

 

Are you a local area expert? Do you have good referrals for buyers, including everyone from mortgage lenders and inspectors to home repair technicians, plumbers, electricians, roofers, flooring and carpeting companies, landscape design pros, handyman services and more?

 

Let people know! Post on social media or leverage digital marketing tools to share your access to reliable services that buyers will need. Ask your clients for testimonials from members of your partner network and share links to testimonials pages in your brand advertising.

Leverage more web services

 

Does your website exist to sell listings and to promote your success or does it provide useful tools?

 

Detail your buyer services on a specific page or pages of your website and promote those URLs through personalized social media campaigns.

 

Leverage MLS and Metrolist feeds on your website to automatically populate listings and open houses in the areas you serve. Promote those pages on social media and in digital, multimedia campaigns.

 

Set up an email alert system through your website to automatically send messages to prospective buyers who are targeting specific communities, ZIP codes and price ranges. Promote this service through social media and other digital ad campaigns.

 

By elevating your online presence with buyers and by repurposing listings marketing to attract buyer clients, you can increase your access to buyers and to sellers, making you indispensable to both.