Home and community are more important now than ever before. But how do you go about communicating with buyers in the current climate? There are plenty of them still shopping for a home, and right now, you have their attention.
First, tell them how your process has adapted.
This isn’t just helpful information for your buyers, it’s also great to build a campaign around, because it shows who you are: adaptable, tech savvy, accommodating, approachable, and organized. Plus, it gets your buyers familiar with the virtual shopping experience, and let’s face it, this is probably where buyers were eventually headed anyway (they’re just getting started a little sooner than expected). Pretty soon, buyers will be adding a home to their cart, and buying with a click.
Lennar Philly Metro: “Digital Buying Experience” Campaign
Make it easy for them to understand.
Even if you weren’t offering virtual tours before, you probably already have ways your buyers can shop online. Can they set up an independent tour where they can walk through a model without an agent? Do you have videos and photo galleries, or Matterport tours on your website they can browse? We recommend showcasing these options in one place. This could be an email and even a page on your website.
Empower buyers with information that helps their decision-making.
As circumstances in the world continue to shift, it’s a smart idea to educate buyers on current interest rates. Now is a great time to buy, and buyers don’t have to put their dreams on hold.
It’s totally cool to talk about their current dissatisfaction with their homes.
Most of your prospects are holed up in their homes, looking around at all of the things they wish they had — more space, newer features, etc. By tapping into these things, you aren’t exploiting their emotions. You’re letting them know that you have exactly what they’re looking for. We recommend building a campaign around all of the great features about your homes that might be lacking in your buyers’ current homes. Be positive! The idea of living in one of your homes could be a beacon of light and hope in their world. It’s a great time to give buyers something to look forward to!
Lennar Philly Metro: “A Home Worth Staying Home For” Campaign
Get creative with how you support your community.
Social media is a great way to show your community you care right now. Consider offering a gift card to a local restaurant if buyers schedule a virtual tour. That way, you’re incentivizing your buyers and supporting a local establishment that needs it!
Make the incentive relevant.
Offer buyer incentives that focus on easing their state of mind, and making a big purchase feel less risky.
And it’s okay to keep a virtual buying incentive in your back pocket. You might not need to use it, but be prepared to pull it out if you feel the buyers in your market need an extra push!
