TikTok or door-to-door? 3 Brokers on How Agents Can Earn Big This Spring

Corcoran Affiliates Jason Karadus, Liane Jamason and Marilyn Carson explain how old-fashioned prospecting and top-notch service win the day in an upside-down market.

Be the smartest person in the room. Impress your customers, eclipse your competitors and be that person who knows everyone. Sign up for the full year virtual package to unlock access to new content every month. You’ll be able to chat live with experts, listen to discussions on the go, and watch replays. Register now and you’ll also receive virtual access to Inman Connect New York in April next month – don’t wait!

Although the official start of spring is just days away, the real estate market is already hot as buyers try to get ahead of the competition amid record inventories, fierce bidding wars and escalating mortgage rates. rise.

As homebuyers weigh the risks and benefits of exiting the market, Jason Karadus, owner of brokerage Corcoran Country Living, Liane Jamason, owner of brokerage Corcoran Dwellings, and Marilyn Carson, agent for Corcoran Ferester Realty, said the agents needed to look at their role as trusted advisors to help clients achieve their goals.

“I think everyone would agree that the differences between 2020, 2021 and 2022 are pretty huge,” Carson said during the Connect Now session sponsored by Corcoran and moderated by Corcoran Group performance and growth consultant Eric Kidhardt. “In 2020, everyone panicked [and] many people have taken their homes off the market. And then in 2021, we were selling a lot of things that had never come to market.

“We would sell [listings] before they arrive, which is really difficult for new agents who do not have contacts or relationships with other agents,” she added. “So this year, there’s just no inventory. I mean, top agents don’t have rosters either, so everyone’s on the same page.

Since everyone is on the same playing field, the trio said agents are going over their business plans with a fine-toothed comb and looking at what they can do to keep their pipeline going with new buyers and new stock. Although social media is the primary way to connect with buyers and build a brand, Jamason said his agents find the most success with old-school tactics.

“I have an agent who is kind of the queen of TikTok and she has people messaging her through TikTok and Instagram and things like that. So certainly, social media is still just as important,” she said. “But traditional methods are coming back. The same TikTok star [I mentioned] is also door-to-door.

“There’s another top team in my market that’s dominating a particular neighborhood and they’re knocking all over the area, especially during the holidays,” she added. “They bring little gifts and it may sound corny, but it’s a bit [getting] go back to the basics of talking to people and knowing your market. »

Karadus echoed Jamason and said his team members use social media as their first point of contact, especially for millennial homebuyers who use Facebook, Instagram, TikTok and other platforms to browse. lists and connect with agents. However, after responding to a direct message, her agents try to immediately call buyers on the phone to have an in-depth conversation.

A lot of our initial outreach and contact is digital, but I think what they really need is high-quality, personalized service. [and] they also need to be educated,” he said. “Many first-time buyers – millennials or not – need to be educated about the type of market [and] I think a lot of buyers unfortunately lose properties.

“I tell my agents to pick up the phone [because buyers] need real-time data,” he added. “If they lose a house or two that they’re watching and you don’t respond, you’re going to lose a customer.”

Each agent said the needs of homebuyers have changed dramatically throughout the pandemic, and they anticipate another change as employers tease hybrid work schedules and the easing of coronavirus protective measures make new urban areas more attractive.

“I think what the pandemic did kind of made people reevaluate how much time they needed to be in New York,” Karadus said. “I think people talking about people leaving New York is absolutely over the top. Most of our clientele stayed in New York, but maybe they just reassessed what they needed.

“All the people who are buying during the pandemic who we thought were panic buyers stayed,” he added. “We haven’t actually relisted anything that we’ve sold in the two years of the pandemic, which I think is interesting.”

Meanwhile, Carson, which serves buyers and sellers in Texas and Florida, said school-age families are driving most of the activity in its markets. “For a long time [The Woodlands, Texas] It was a very sleepy town and now it’s been exploding mostly with 30-40 year olds,” she said. “School districts are having trouble they never needed [that many] schools before and now they’re just breaking up.

As the spring homebuying season kicks into high gear, Jamason, Carson and Karadus said they encourage their agents to create streamlined marketing plans that put them in front of the customers they want to serve, which can require shifting more funds to social media ads. or other traditional methods, such as mailing flyers or setting up a coffee fund for client meetings.

“At the end of the day, you’re talking about the biggest financial transaction in people’s lives and they still need help — it’s not something that can be done by a computer program,” Jamason said. “So getting back to some of those basics and building those relationships with people is just as important as ever.”

Email Marian McPherson