Graham Harrop
Make Social Media Marketing Your Calling Card
These days, it’s no secret that buyers begin their home search online. As the industry continues to take a digital turn, Realtors in the know must learn to utilize a whole new range of tools available to them—and for good reason. Social media is a dynamic hybrid of personal contact and targeted marketing. To make the most of this new medium, agents can’t settle for the occasional post and expect results. Instead, let’s consider a few techniques that will make your social media presence
interactive, unmissable, and effective in generating business.
Your Profile is a Portal
Ideally, you’ll have profiles across Facebook, Instagram, LinkedIn and otherwise—but no matter what portal you’re utilizing, make sure your profile page is up-todate, well-curated, and easily navigated. Consider your profile a landing page.
Your photo, location, contact information, homepage, and a brief bio should all be readily visible so that potential clients can get an immediate sense for who you are and what your voice is. If a client wants to connect with you, it should be obvious how to do so. You might also incorporate a few savvier tools that make your profile more engaging—like hashtags. These searchable tags can help you lure potential clientele and give your audience a chance to explore deeper. #DreamHome #JustListed and #HomeInspiration are popular, existing tags to choose from, but you can cultivate your own hashtag by consistently tagging posts, which gives clients an extensive thread to comb through.
Interacting with Your Audience
Posting regularly is great way to appear in feeds, but engaging with your audience is just as important—and it helps you reach a new audience in the process. It’s a positive start to like your audience’s posts, pictures, and statuses, but commenting takes your engagement a step further and separates you from typical respondents. It’s also important that you diversify your engagements. In other words, don’t center every communication around your business, propositioning your services, or trying to sell. If applicable, present your value-add, but otherwise steer your engagement towards the personal. Let your clients know that you’re there, you’re human, and
ready to work at their pace. Which leads us to our next point...
Blending the Professional with the Personal
Engaging with your audience is one thing, but what about generating original content? How do you strike the right balance between a Call to Action, industry updates, and a personal touch? Think of it this way: any post you create should provide a point of connection for your audience. Sometimes, you might be sharing a family photo, or commenting on some unifying current event—like the Super Bowl! Other times, you may be sharing a Coming Soon listing, or providing tips to spruce up a home for spring. Regardless, you should focus on quality. Is your copywriting engaging? Does it express your unique voice and personality, while maintaining clarity? Are you giving your audience something to connect with, even if you are sharing property photos or advertising an open house? Instill some fun and some personalization to every piece of content you make, so that clients can picture the voice and person behind the post.
Things are always changing on the social media frontier, but some rules never shift. Adding clarity, consistency, and personality to your online presence are three surefire ways to grow your business and make social media second nature.
MASTERING TALENT ACQUISITION IN REAL ESTATE
The ability to draw in and keep exceptional agents forms the backbone of any thriving brokerage. The art of follow-up stands at the forefront of transforming potential interests
into concrete assets for our teams. Below, we delve into the strategic nuances of follow-up, showcasing its role as a critical differentiator in securing the industry’s best.
• Fostering Memorable Connections:
The initial meeting lays the groundwork, but it’s the diligent follow-up that cements a solid relationship. A personalized email or call after the first interaction not only reiterates the benefits of joining your team but also highlights your brokerage’s dedication to building meaningful connections.
• Showcasing Commitment to Agent Success:
Continuous engagement post-meeting signals to prospective agents that your firm is invested in their career trajectory. This level of dedication showcases a supportive environment where agents’ growth and success are paramount.
• Clarifying Doubts and Building Confidence:
Utilize follow-up interactions as a platform to address any hesitations or queries. Engaging in open dialogue ensures that expectations and values are aligned, paving the way for a mutually beneficial partnership.
• Ensuring Your Brokerage Stands Out:
In a landscape where elite agents are pursued by numerous firms, staying actively engaged through follow-up can keep your brokerage at the forefront of their minds. Highlighting your unique offerings and culture through consistent communication underscores why your firm is the ideal choice.
• Highlighting Paths for Professional Development:
Follow-up conversations are golden opportunities to outline the developmental prospects within your firm. Elaborating on mentorship programs, educational workshops, and career progression plans can tip the scales in your favor.
• Elaborating on Brokerage Values and Culture:
Post-meeting, candidates often seek deeper insights into your brokerage’s ethos and community. Follow-up communications are perfect for sharing success stories and the supportive network that defines your brokerage, aiding them in making an informed decision.
• Respecting Communication Styles:
Recognizing and adapting to a candidate’s preferred method of communication tailors a more personalized and effective followup. This adaptability not only respects their preferences but also fosters a stronger rapport.
• Smooth Transition to Onboarding:
A strategic follow-up process seamlessly bridges candidates to the onboarding phase, setting a positive tone for their integration into your team. This smooth transition is crucial in cultivating a productive and harmonious work environment from the get-go.
In conclusion, the power of follow-up in recruiting real estate agents cannot be overstated. It is not merely a formality but a strategic and essential component of the recruitment journey. Brokers and agencies that prioritize effective and consistent follow-up demonstrate a commitment to their agents’ success and position themselves as attractive destinations for top-tier real estate talent. In a field where relationships are paramount, unlocking success often begins with the simple act of following up.
EUGENE LITVAK
Top Agent Eugene Litvak of The Litvak Team in New York City leads a 20-person team that spans all five boroughs— with a deep presence in Brooklyn and Manhattan.
Eugene Litvak launched The Litvak Team with a clear goal: to help people move forward. What began as a solo mission has evolved into one of the most experienced and high-performing real estate teams in New York City. Today, his 20-person team spans all five boroughs, with a deep presence in Brooklyn and Manhattan. They handle everything from entry-level studios to $30 million portfolios. With approximately 100 active sales listings and over 500 rental listings, the scale is substantial, but the service is still personal.
“We’ve really built a machine that supports every part of the process,” Eugene says. “Our
agents don’t have to deal with day-to-day logistics. We’ve got a marketing specialist, someone handling board packages, someone overseeing sphere of influence and client care. It’s a well-oiled team effort, and the client benefits from having 20 people behind them instead of one.”
This structure allows each agent to focus on what they do best: working with people. And for Eugene, that starts with listening. His approach to buyers begins long before a property tour. Every new client goes through a foundation consultation, typically lasting 30 to 60 minutes. “The very first question I ask is,
‘How long do you think you’re going to own this property?’” Eugene explains. “Ninetyfive percent of people don’t have an answer. But that answer impacts everything, including what kind of mortgage makes sense, how much you should put down, whether the purchase is even the right move.”
The consultation continues with what Eugene calls the “needs versus wants” exercise. Buyers list their must-haves and nice-to-haves. Then, he helps them determine what’s truly essential. “Let’s say you give me five must-haves,” he says. “If I could get you four of them and come in under budget, could you live without the fifth? If the answer is yes, then that fifth
item is a want, not a need. The goal is to move as many things as possible into the wants column so that your search opens up, especially in a low inventory market.”
That clarity often leads to quicker, less stressful transactions. One client recently told Eugene they expected the process to take six to twelve months. They closed in 43 days. “It’s not magic,” Eugene says. “It’s about laying the groundwork. When people feel informed and confident, they move with a lot more ease.”
Part of Eugene’s passion lies in education, empowering people to see options they didn’t
One of The Litvak Team’s signature gestures is throwing housewarming parties for every buyer. “We’ll handle the planning and cost, whether it’s ten friends or a hundred, it’s up to the client. We want to celebrate this milestone with them.”
know existed. Many clients come in expecting to rent, only to leave as homeowners. “A lot of people assume they can’t buy because they don’t have 25% down or rates are too high. But they’ve never been shown what’s possible,” he says. “Once we walk them through the financing options, their entire outlook changes. That’s one of the most rewarding parts of the job.”
And that relationship doesn’t end at closing. One of The Litvak Team’s signature gestures
is throwing housewarming parties for every buyer. “It’s our favorite thing,” Eugene says. “We’ll handle the planning and cost, whether it’s ten friends or a hundred, it’s up to the client. We want to celebrate this milestone with them. That’s the gift.”
The team’s client retention and referral rate reflect that commitment. The Litvak Team stays deeply connected to past clients, often through social media, personal check-ins, and ongoing support. “We’re not transactional,”
Eugene says. “We really enjoy being part of our clients’ lives, and them being part of ours.”
Their human-centered culture extends to the internal team as well. While the industry standard for agent retention is 18 months, Eugene’s team averages closer to five years. “When people join us, we’re thoughtful about the fit,” he explains. “Once they’re in, we
treat them like family. That’s why they stay.” Looking ahead, Eugene is focused on enhancing operations through AI. “We’re not trying to replace people, we’re trying to give them their time back,” he says. From copywriting and marketing to virtual staging and administrative tasks, AI allows the team to streamline workflows and spend more time with clients. “The more we can automate the
behind-the-scenes work, the more bandwidth we have to serve people at a high level.”
Outside of day-to-day real estate, Eugene also hosts a monthly Instagram Live series featuring professionals from related fields, such as mortgage brokers, accountants, and attorneys, to answer questions and offer insights. “We’ve done this for six or seven years now,” he says.
“It’s not about promoting ourselves. It’s about sharing knowledge and solving problems.”
For Eugene, success has never been just about numbers. “Helping someone buy their first home, showing them it’s possible when they didn’t think it was, that is what really fills our cup,” he says. “We’re in the business of moving people forward.”
24-Hour Touch-ups to Maximize Your List Price
Sometimes it takes a full-scale overhaul to prepare a house for market. Other times, only a series of small adjustments are required to make a listing’s true potential shine. Whether you’re gearing up for an open house, assessing a list price, or maximizing a property’s appearance prior to photography—the devil is in the details. However, touch-ups and refreshes don’t have to dominate your schedule or break the bank. For a few ideas of where
to begin, consider our handy check-list below for quick home projects that will fortify your bottom line.
Refresh grout for a sparkling clean look.
Perhaps the quickest and most cost-effective way to make bathrooms, kitchens, and other tiled areas shine is to refresh grout until it looks
good as new. Specialty grout stain removers and cleaners are inexpensive and sold at most home improvement stores. Plus, the project only takes a bit of elbow grease and an hour or two for a major makeover effect. Suddenly, dark, stained, and worn-down bathrooms gleam as if tile has just been placed.
Create mood lighting with soothing bulbs and fixtures.
A warm white light from specially chosen LED bulbs creates a welcoming environment when potential buyers come calling. If outdated fixtures are bringing down a home’s otherwise modern styling, consider more design-neutral replacements that won’t
detract from the property’s charms. These are inexpensive but highly noticeable and impactful upgrades that shift a home’s ambiance for the better.
Repaint doors for an updated and inviting entryway.
It may sound like a hassle, but repainting doorways with a fresh coat signals a wellkept property—and that’s before prospective buyers even pass through the threshold. You can also change out generic doorknobs and switch-plates to add an updated flare while on a budget. Color-of-the-year trend choices can turn heads, while neutral paint choices signal less hassle for future homeowners.
Make windows shine— both inside and out.
Cleanliness goes a long way in communicating a well-cared for home in which buyers can imagine themselves. Cleaning the inside and outside of windows not only refreshes a room, but it allows light to infuse the space while appealing to the move-in ready crowd.
Closet spaces are not an afterthought.
Every prospective buyer wants storage options, and you’ve surely led a home tour where guests inspect closets and pantries. Don’t let these hidden spaces go overlooked. Make sure they’re clean, cleared as much as possible, and you can even touch them up with fresh paint, a good
scrub, or with the addition of new shelves or styled bulbs.
Remove tough appliance stains with a bit of elbow grease.
If you’re packaging appliances with the sale of a property, you’ll want to make sure those big-ticket items are also in top shape to showcase their value. Stainless steel polish, electric cooktop polish, and stain removing pads for the kitchen sink can make your appliances look five years younger with nothing more than an hour or two’s labor.
Organize garage and basement areas to maximize storage and hint at bonus space.
It may take a labor of love, but organizing and decluttering these special storage spaces
can add significant value to a property. Instead of telling prospective buyers how much storage space there is—let these areas speak for themselves by giving them a neutral, airy bout of cleansing. That way, craft-lovers, car aficionados, and buyers with interest in renovating basement areas can witness the potential immediately.
Individually, these bit to-do list items might seem like extra work without the promise of
a major return. But combined? These small tasks go a long way in crafting a home’s image and projecting pure potential. After all, prospective buyers imagine their lives unfolding inside those walls. That’s why cobbling together these small-scale projects can have a big payoff in the end. Not only will a home present itself in a cohesive, attractively-packaged form, but it can also translate to higher interest and a significant pay-off—in more ways than one.
USING CLIENT FEEDBACK TO ELEVATE YOUR REAL ESTATE BUSINESS
For real estate professionals, publishing your client testimonials is a key strategy for establishing trust, enhancing your reputation, and drawing in new clients. Through the strategic use of positive
client feedback, you can demonstrate your expertise and the exceptional value you offer in real estate transactions. Here are key strategies for maximizing the impact of real estate testimonials in your business:
Diversify Your Testimonials
Collect feedback from a broad spectrum of clients, such as first-time buyers, sellers, investors, and those facing unique challenges. This approach offers a comprehensive view of your capabilities.
Promptly Request Testimonials
Aim to obtain testimonials soon after closing a deal. Prompt timing ensures clients’ memories are fresh, enabling them to share detailed and impactful experiences.
Enhance Your Website with Testimonials
Develop a section on your website dedicated to client testimonials. Display them attractively, including clients’ names, photos, and specific transaction details if possible.
Utilize Testimonials in Marketing Efforts
Embed powerful testimonial excerpts in your marketing materials, including brochures and flyers, to catch the eye of prospective clients and underscore your track record.
Broadcast Testimonials on Social Media
Publicize your client feedback on social platforms, using engaging visuals or property photos to accompany the testimonials.
Innovate with Testimonial Videos
Elevate your client feedback with video testimonials. Short, engaging videos can make a lasting impression on potential clients by showcasing genuine satisfaction.
Incorporate Testimonials into Email Marketing
Utilize testimonials in your email campaigns to underscore your expertise and encourage engagement from potential clients.
Present Testimonials to Prospective Clients
Integrate client success stories into your presentations to illustrate your track record and reassure potential clients of your ability to deliver favorable results.
Feature Testimonials in Your Blog
Share client success stories in blog posts, integrating testimonials to lend credibility and a personal touch to your narratives.
Create Detailed Case Studies
With client consent, develop case studies that explore specific challenges and your successful interventions, offering deep insights into your problem-solving prowess.
Highlight Testimonials in Your Online Presence
Feature client testimonials in your profiles on key real estate and social media sites to bolster your online reputation and attract new clients.
Promote Third-Party Platform Reviews
Encourage clients to review your services on esteemed real estate platforms, enhancing your visibility and credibility.
Engage Through Testimonial Events
Host webinars or events where clients can share their experiences, providing a dynamic forum for potential clients to learn and interact.
Advertise with Testimonials
Use testimonials in your advertising campaigns to spotlight positive client experiences and foster trust with your target audience.
Keep Your Testimonials Current
Regularly refresh your testimonials to maintain relevance and demonstrate your continuous commitment to excellence and client satisfaction.
By strategically publishing real estate testimonials across various platforms and marketing channels, you can build a compelling narrative that resonates with potential clients. Authentic endorsements from satisfied clients serve as a powerful tool for establishing trust and differentiating yourself in a competitive real estate market.
