Real Estate at a Crossroads by Gregory Charlop

Author:Gregory Charlop [Charlop, Gregory]
Language: eng
Format: epub
Published: 2019-06-12T04:00:00+00:00

After leaving that company, I was a bit rattled but motivated to start my own company. So I took the leap and founded Top Agent Connection. It was kind of like a hybrid of what I did at Homes.com and what I did at My Agent Finder. Top Agent Connection matched agents with buyers/sellers based on the best fit. Does someone want to sell a home in this zip code, in 90 days, and need staging? We're going to then match them up with an agent who fits that criteria. In exchange for us finding that lead, we would then collect a referral fee if they successfully connected and sold with that client.

From there, AgentZip filled a void that Top Agent Connection had, which is Top Agent Connection can only work with the top 5 or 10 percent of agents because if we're matching people with the best of the best, we're leaving out the other 90, 95 percent of agents. AgentZip allows any agent to sign up, take their zip codes, and pick their city. Then, we do all the Facebook and Google marketing. We take care of all the funnels and get them exclusive leads.

Gregory Charlop: You’ve gone from apprentice to entrepreneur. As an expert in real estate technology, what kind of tools should real estate agents be using?

Darren Johnson: I think agents need to utilize technology for organization and automation. They need a website with a feed of homes that will give them analytics on what homes and features their prospects are searching through. The MLS is no longer a physical book; you need your own website that is very intelligent. Pair it with a good CRM and you have a solid foundation. I get mind blown when I hear agents say they don’t have a website.

Secondary to that, they need to have lead sources. Some agents just want to work referrals, and that's fine. Some agents want to work referrals, do lead gen, have people calling, collect data. They are building a real pipeline and future database, and, as such, need to utilize automation and drip marketing. If they have a contact, someone who was interested in a home six months ago, there should be drip marketing campaigns on email. There should be text messages going out to those people. They should have a chatbot or be following up on home searches or market trends. They should be tracking all of the behavior of their leads, and their CRMs should be updating those behaviors and nurturing them accordingly.

As far as websites, I think every single agent needs to utilize retargeting. If you go on Nike's website and you start looking at shoes, you're going to start seeing those shoes follow you on other sites. Through Google display ads, through Facebook—that’s all retargeting. I notice many agents don't retarget their visitors. I think it's one of the most underused tools out there and it has the highest rates of conversions.

I think agents need to emulate what all the top companies are doing, which is having very well-structured CRMs.

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