Whether it’s over Zoom or through email, digital marketing and outreach in luxury real estate is now the starting point of every interaction, and it has to be strategic enough to pull the prospect deeper into an eventual personal interaction.
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The digital experience can’t thrive without authenticity.
That was the collective message from Kofi Nartey of GLOBL Red (real estate development) and Julia Spillman, broker with Eklund, Gomes and Douglas Elliman, at a rapid-fire back-and-forth on digital business during Luxury Connect in Las Vegas.
Whether it’s over Zoom or through email, digital marketing and outreach is now the starting point of every interaction, and it has to be strategic enough to pull the prospect deeper into an eventual personal interaction.
Spillman’s team was heading toward 100 percent digital before the pandemic, she told the crowd. “We’ve always been forward thinking,” she said. “But call it luck, call it strategy, when the [pandemic] hit, we were well positioned to double down on what we were already doing.”
But, Spillman said, they’re still learning how to navigate the digital game.
“It’s hard to balance the filter of perfection and keep authenticity. People are craving that imperfect perfection,” she said.
Spillman’s team looks to keep the agent in the driver’s seat when it comes to digital messaging, but the brand needs to lead. It’s hard, she said.
Nartey, who launched GLOBL Red in May of 2020, said video conferencing tools are great ways to let the agent drive while remaining brand-first. His company does business globally, so online connections are critical.
“You can walk them through the digital experience. That’s where Zoom came in, that’s where Facetime came in for us,” he said. “We walk them through the process in person, but while online.”
Nartey encourages his team to share documents that can be discussed together through browser windows, enabling the agent to be there with questions instead of on the other end of an inbox.
Customers today are entrenched in the digital experience, but those agents who can deliver it with a human element can make the difference.
“It’s a skill,” Nartey said.
Spillman said it’s not easy for all agents to make the transition into fully digital communications and sales interaction.
“Translating personal experience to digital is the big question,” she said. “…….