Getting The Word Out Through Agents

by Victor Lund on October 15, 2015

WAV Group works with a number of different company types. We work with large brokerage and franchise organizations, technology firms, MLSs, and Associations of REALTORS. Our specialty is enterprise strategy and enterprise systems. For a long time now, we have seen our customer segments struggle with communications. “Agents Don’t Read” The chief complaint with communications in our industry is that agents don’t read. At WAV Group Communications we call that stinking thinking. Agents do read, but only things that they consider to be important to them. Most communications strategies are deployed through bulk email with open rates that rarely go beyond 50%. Either the quality of the communication is undervalued, or the communication channel that you are using is flawed. One of the best strategies for reaching real estate agents today is through social media, or specifically Facebook. Agents spend hours a day on Facebook and now you can direct your communications directly to them and only them. Did you know that you can pay to display Facebook messages directly to people if you have their email address? When you have a message that is critical to communicate – be sure to use more paths than just sending a bunch of email. Direct Mail, Office Meetings, System Messages, Social Media messages, television, radio, newspapers, magazines, and phone calls create a pretty comprehensive assault on every channel of communication to the agent. B to B to C Many brokerages and Associations of REALTORS have a deeper challenge. In marketing, it’s called Business to Business to Consumer. If a broker or an Association wants to reach the consumer, they can either go direct to consumer or go through the agent who has developed a trust relationship. A company called Reach Communications has been delivering B to B to C solutions for a long time now. – I have not spoken to Lois Landau in a long time, but I think that Alain Pinel and a number of other large firms use the solution. It creates a newsletter that is sent to the agents. In turn, the agents edit the newsletter or just hit the send button and it goes out to their customer database.  Agents don’t share their customer database with their broker, so this solution fixes that problem. Hootsuite Amplify Yesterday, Hootsuite launched a product called Hootsuite Amplify. If you have a communications manager, or hire a firm like WAV […]