Ep. 355: Creating Value Outside of the Buying/Selling Process (with Stefanie Lugo)

How to Stay Relevant After the Sale

Who should listen: Real estate agents who want to leverage Instagram or other social media platforms and know what to post that will best engage prospects and encourage leads to reach out.

Key idea: To maintain a steady stream of clients, you need to be able to communicate and provide value both before and after the sale.

Stefanie Lugo is a real estate agent located in Scottsdale, Arizona, just outside of Phoenix, and if you’re a real estate agent, then you likely know that Phoenix is a hotbed of iBuyers.

Companies like Redfin, Zillow, Opendoor, and Offerpad have risen in popularity in Arizona, particularly in the Phoenix area. These companies buy residential homes, often sight unseen, and then resell them quickly at a profit. This model isn’t without its drawbacks, but it does offer attractive benefits for particular types of sellers who want to sell quickly and efficiently, are enticed by an all-cash offer, want to forego making repairs and dealing with inspections, and don’t want to work with a real estate agent.

And it’s this last point—not working with an agent—that Stefanie believes is the biggest threat facing real estate agents, not just in Arizona, but across the industry. Her solution? If they are to remain relevant, agents must be able to articulate their value not just during the sale but also before and after.

Stefanie has been able to create a 6-figure income by using Instagram to provide her ideal clients, which are second-time homebuyers and homeowners who are relocating in or out of state, with a steady flow of value-laden information.

When you listen to her interview, you’ll hear her explain how she uses Instagram like a search engine to determine the types of content her target audiences are engaging with. Then she describes her tactics:

  • She offers family-centric information.
  • She does not promote or sell her business.
  • She provides a mix of content, and very little of it has to do with real estate.
  • She reaches out every day to 10 people on her feed, 10 people who engage with her stories, and 5 people she hasn’t yet touched.

Her strategy has worked so well that she no longer needs to prospect for leads—they are finding and reaching out to her.

During her interview, Stefanie shares the details about implementing her strategy, why it works, and the critical importance of how agents need to continue promoting value—especially after the lockbox has been removed.

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