As they begin their homeownership journey, first-time homebuyers may feel overwhelmed with the buying process, and misinformed from media sources and well-meaning friends and family. For real estate agents, this demographic offers an opportunity to provide deep value by helping potential clients achieve the dream of homeownership. In turn, as buyers become sellers, agents have the opportunity to gain a loyal customer for life and even secure referral business.
No matter your motivation for engaging first-time homebuyers, an effective way to do so comes in the form of virtual homeownership seminars – information-packed presentations that cover everything from the need to work with an agent, to common homebuying objections and mortgage breakdowns. While these seminars can be adapted as socially distant, in-person presentations; the virtual option allows for the possibility of capturing an audience that goes beyond your neighbors and immediate sphere.
Excited to start providing value with your virtual homeownership seminar, but don’t know where to start? Here is everything you need to know about creating a quality digital experience for potential buyers.
Establish the basics (and shout them from the rooftops)
The success of any virtual event lies within its foundations. Hosting digitally allows for the opportunity to be strategic when choosing the date and time for your event and ensures that you are getting as many people tuned in as possible. Check in with your sphere and assess when most people are widely available, and don’t forget to take into consideration any out-of-state potential clients and time-zone differences.
Once you have decided on a date and time, pick your platform. There are many video conferencing platforms available, such as Google Hangouts, Skype for Business, and Zoom, that have been widely tested as everyone has shifted to a virtual work environment. For more information on hosting virtually, visit our piece, “How to Host a High-Impact Virtual Meeting.”
The last step before going live? Promote, promote, promote. Leverage your social media channels and email communications to spread the word about your upcoming virtual homeownership seminar. And, if you are a Keller Williams agent, take advantage of Command’s Designs to create beautiful graphics for your promotional posts.
Create a quality presentation
While logistics ensure smooth sailing on the day-of, the content of your presentation will ultimately bring value to potential clients and help move them one step closer to achieving the dream of homeownership. As you prepare your slide deck or, if you are a Keller Williams agent, leverage the deck provided by KWU, here are the things to keep in mind:
1. Establish yourself as the expert: State your name, contact information, and information about yourself and your team within the opening slides.
2. Invite questions: Encourage potential buyers to use the chat box functionality in order to get any questions answered along the way.
3. Summarize the agenda: Give attendees a peek into the topics that will be covered during the presentation.
4. Address common first-time homeownership misconceptions: Before getting into the reasons why one should own a home, dispel some of the most common misconceptions about the process. Some statements to address include:
“I can’t afford to buy a home right now.”
“I should wait until the market gets better.”
“I don’t have the money for the down payment.”
“I can’t afford to buy my dream home.”
“I can’t afford to buy a home because my credit isn’t very good.”
“I should wait until I’m certain about my domestic future.”
“Buying a home seems way too complicated.”
“I should pay off my student loan debt before buying a home.”
Read through some scripts for these common misconceptions.
5. Give potential buyers real-time context: Answer the question ‘why buy now?’ by giving them a glimpse into current interest rates, addressing their investment growth, and the feeling of pride that comes from homeownership. Provide comparison information on owning versus buying, and address scenarios in which holding off on buying would be a wiser choice.
6. Position yourself as a value proposition: Clearly establish your role within the transaction and how you will be able to act as a fiduciary on behalf of the client.
7. Walk them through the six steps to homeownership:
Hire your agent
Secure pre-approved financing
Find your home
Make an offer and negotiate
Get the home inspected and negotiate repairs
Close and be a homeowner
8. Reiterate your commitment to the client and provide ways to stay in touch. If you’re a KW agent, encourage them to download your KW App and distribute your branded link.
Download the Customizable Presentation