How to Craft the Right Message For Your Business Regarding COVID-19:
Many of us in the real estate industry have been trying to find the right way to address the public about Coronavirus. We've been deemed an essential business, but what does that actually mean for our day-to-day?
Does that mean we should go about showings, open houses, and trips to the title company as normal-- ABSOLUTELY NOT.
What it means is that now you have no excuse but to adapt your business to an updated model; one that relies less on physical presence and more a digital presence.
All the advice you ignored from webinars and conferences you attended that lauded technology and social media as our only saving grace against competition like Zillow and iBuyers is now practicable.
Your actions may look like this: virtual showings, pre-recorded walkthroughs, adding additional photos to disclosures on the MLS, and finding ways to help clients from an older generation adapt to our new technology.
COVID-19 is molding us into creative problem solvers, with more ruthlessness than it did before. It is time to transcribe your very face-to-face career into one that adapts to new technology without fear.
The first step you may take is deciding which services are still safe for you to offer, communicating with active clients, and then delivering a message to the public.
When you sit down to write your marketing piece for Instagram or Facebook or think about a video to record, you need to be cognizant of your responsibility to the public to provide accurate information while reducing the fear of the clients in your pipeline.
Some tips to follow:
Avoid performing as an authority on the virus. Stick to what you know— real estate. Only speak to updates from local authorities on what services you can continue to offer in-person.
Never ever say things are business as usual. When this is finally over, people will remember who was still showing houses and holding opens against the advice of the medical and scientific community. What’s worse for business: saying you can only offer Facetime showings or being named a “Super Spreader” in the local news?
Clearly outline which services you’ll be offering for the time being and the changes current clients should anticipate.
Provide contact information for all channels— phone, email, pertinent social media. This will make it easier for people to reach out to you with questions.
To add some levity to the situation, feel free to use humor with a light touch. Be very careful not to make light of the situation or downplay the seriousness of the virus. Funny real estate related memes might be a good visual to catch the attention of your audience. If you have any doubts, have another person give it a look or just don’t use the humor at all.
Bonus tip: Sign off on the message in a way that communicates solidarity. I.e. We’re here for you, We’ll get through this together, Your (Brokerage) family, etc.
Writing the correct message to your followers doesn’t have to be difficult. Follow these simple tips and you should have a message that informs your audience without adding to the misinformation and fear out there.
Feel free to send me any questions you may have to frankcreativeok@gmail.com