A crisis can make even simple tasks more stressful and difficult. Add to that the worries faced by homebuyers and sellers, and you're in a situation where mistakes are more likely. This is why Homesale Realty makes communication priority #1 in times of uncertainty.

The World is Online Right Now

With more than 97% of Americans covered by social distancing orders in the second half of April, traditional means of communicating are falling by the wayside. What's replacing all those lost hours? The majority of them are spent online.

Professionals who now find themselves telecommuting for the first time and adapting their home life around this new situation are also those most likely to reach out to a real estate agent. At the same time, it's important not to sacrifice opportunities to deepen relationships with your existing network and clients, even those who shelve their buying or selling plans for now.

Here's how agents can adapt with a crisis communication strategy that works.

1. Stay in Direct, Frequent Communication With Your Clients
   Staying in contact with clients at a time like this means remembering it's not all about you or your brand. Invite your clients to have real, one-on-one discussions about their concerns and needs. When you understand what's on their mind, you can do your best to adapt. Even if your own options are limited, people will appreciate you for going to bat for them.
   
   
2. Shift Your Efforts to Digital, Especially Social Media
   If you haven't gone "all in" on digital marketing, now is the time. Social media gives you a bird's-eye view of what people in your market are thinking. It empowers you to check in on past clients and others in your network. When people aren't sure where to turn, the voice of an expert helps: Your real estate knowledge can help clear confusion and may result in brand-new leads.
   
   
3. Institute (or Amp Up) Your Email Marketing Efforts
   Your email marketing list is one of your most powerful business assets. A robust list means you can drive people toward offers and services that matter most for them. It also positions you as a voice of authority. If you aren't collecting emails yet, now's a great opportunity to start. If your email newsletter is infrequent, ramp up the informative, helpful content you offer.
   
   
4. Embrace Video as a Method of Staying in Touch
   Video is a high-touch, non-interruptive way of communicating: It maintains a personal flair but also respects clients' time. Facebook, Twitter, Instagram, and LinkedIn are transforming into easy-to-use live streaming platforms. A brief, in-person video a few times a week is the perfect way to remind those in  your community that your skills are still available for them to use.
   
   
5. Be Authentic and Sensitive to the Changing Situation
   Avoid using generalities that may or may not describe everyone's situation right now. Crisis communication isn't only feeling for clients but also knowing how to communicate those feelings in a way that resonates. Keep your eyes peeled for subtle changes in the conversation and react appropriately.
   
   
6. Replace Calls with Videoconferencing
   Many businesses have enthusiastically adopted videoconferencing solutions like Zoom or Skype for client meetings. No matter what device you prefer, there's a good video calling solution for you. This helps clients feel connected and may even make it easier for them to manage their own shelter-in-place stress. In the end, everyone wins.

Contact BHHS Homesale Realty to find out more or join our team.