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“The best investment is in the tools of one’s own trade.” 

Benjamin Franklin

I quickly fell in love with all things related to real estate tech. It was 2015, and I had my first listing. The market was definitely in the buyer’s favor at the time, and my sellers were growing frustrated that their home wasn’t selling. Rather than shrink from the challenge, I started researching the best ways to market the property. I was determined not to be the agent who simply told clients, “It’s the price,” even if that was the correct answer. I believed that the pricing conversation was much easier once the seller knew exactly what I was doing to sell their home.

Whether you’re marketing a listing or aiming to get new ones, here are my top five favorite tech tools that not only impress clients but also help generate a steady flow of leads.

1. Listings-To-Leads

Every agent should allocate a portion of their marketing budget to Listings-To-Leads. This platform is crucial for preventing the common mistake of sharing third-party links (like Redfin or Zillow) instead of your own, potentially losing clients’ data to these websites.

Features of Listings-To-Leads include:

  • Single Property Websites: Showcase each property individually. By directing potential buyers or Facebook/Instagram leads to your single property website, you maintain control of the user experience. You can embed your property YouTube video, which isn’t typically possible with an IDX website. This integration allows you to provide an immersive and detailed presentation of the property, enhancing engagement and interest. See an example HERE.
  • Lead Capturing Landing Pages: Attract potential clients and collect their information. When redirecting a potential buyer from a QR code, flyer, or advertisement, it’s crucial to have a lead capture form before they can access the information. This ensures you gather valuable client details for follow-up. See HERE for an example.
  • Nearby Homeowner Letters:Reach out to local homeowners. We send this mailer, in a white envelope first-class stamp letter, to the 250 closest homes through a third-party service (Zairmail). We invite the neighbors to the catered or food truck open houses. This not only gets us face-to-face with potential new sellers but also makes the open house look busier for the actual buyers. See an example of the letter HERE.
  • Seller & Buyer PDF Guides: Provide valuable resources for clients. Home valuation ads rarely work because they don’t imply seller intent. However, these seller PDF guides act as magnets for potential sellers from an advertisement standpoint. The only person likely to take the time to read “The Ultimate Guide to Selling Your Home” is a seller (and sometimes a spying real estate agent). These guides are not only pre-written but also branded with your colors, name, and headshot, ensuring a professional and personalized touch. See an example HERE.
  • Easy Button for Social Media Ads: Simplify Facebook, Instagram, and Google PPC ads. Agents are often reluctant to run ads on their listings due to the complicated nature of learning Meta’s Ad Manager. This feature eliminates that stress. All you need to do is choose your budget and hit “Create Ad.” This will not only generate leads but also allow you to show your seller exactly what you’re doing to promote their listing. 
  • Auto-Posting: Regularly update your Google My Business profile. Agents often focus on Instagram, Facebook, and TikTok but overlook the importance of Google My Business (GMB). GMB posts are crucial for SEO, increasing the contextual authority of your listing. They signal to Google that your business is active and engaging with the public. Through GMB, you can direct visitors to specific landing pages, encourage interactions via questions and reviews, and improve your local search ranking. Listings-to-Leads can auto-post daily content to your GMB, taking this task off your plate and ensuring consistent updates. This is key to climbing the “local pack of three” when buyers or sellers search “Realtors Near Me.” By linking GMB posts to forms, you can collect user information and drive traffic to your website, enhancing your SEO.

Listings-To-Leads offers a 30-day free trial. Take advantage of this opportunity to explore the platform’s powerful tools and see firsthand how it can elevate your real estate business.

2. SmartCharts

For East Coast agents (or those with a similar tool in their region), SmartCharts offers detailed market data that enhances your credibility. Specificity is key when clients ask, “How’s the market?”

SmartCharts Applications:

  • Listing Presentations: Use market data to set realistic seller expectations.
  • Buyer Consultations: Provide neighborhood insights for informed buying decisions.
  • Social Media, Email Newsletters, & Blogs: Share relevant market data to engage your audience. We take these reports and charts, import them into ChatGPT, and ask GPT to create horizontal bar graphs in our team’s HEX color. We then take the bar graph, import them into Canva, and add our logo. These charts are great for local market blogs that you can use in your weekly email newsletters and on social media. See the image below for an example of ours. 

Additionally, see the screenshot below on how we’re able to rank our market blog above Redfin. For more information on how to leverage these charts for SEO, read Chapter 25 of my book Six Weeks to Real Estate Success. By leveraging detailed data, you can guide both buyers and sellers effectively, setting realistic expectations and helping them navigate current market conditions. See an example of our most recent market blog HERE.

3. CloudCMA

CloudCMA transforms your listing presentations with visually appealing and insightful reports, moving beyond the basic MLS comparables.

Key Benefits of CloudCMA:

  • Zestimate Analysis: Compare Zillow’s Zestimate with actual sold prices to set realistic expectations.
  • Professional Presentation: Enhance the clarity and appeal of your data.

CloudCMA helps dispel common misconceptions and provides a professional touch to your client interactions, boosting your success rate.

4. Homebot

Homebot is exceptional for homeowner engagement, providing monthly updates on home value, equity, refinancing options, and potential Airbnb earnings under your branding.

Homebot Features:

  • Homeowner Insights: Detailed reports on home value and equity.
  • If They Bought Another Home How Much Could They Afford: Also includes what their home would rent for on Airbnb
  • Seller Signals: Send you notifications when a client shows strong selling interest.

By consistently adding contacts to Homebot, you keep your database engaged and informed, securing listings from leads you might not have met otherwise.

5. BombBomb

BombBomb revolutionizes client engagement with personalized video emails and texts, significantly improving conversion rates.

Top Uses of BombBomb:

  • Video CMA: Provide detailed, engaging home valuations.
  • Market Updates: Embed video updates in emails and on your website.
  • Personalized Follow-Ups: Send video messages tailored to specific client interests.

BombBomb helps build trust and credibility, setting you apart from other agents and enhancing your communication strategy.

Adopting these five tools can transform your real estate business, making you more efficient, credible, and engaging. Invest in these technologies to elevate your service and keep your clients delighted.

To learn more about how to adopt more technology to grow your real estate business in more detail, grab a copy of my book Six Weeks to Real Estate Success, available now on Amazon.