Let’s be real. This is a hard time to be a real estate agent.

As we cope with the aftermath of this pandemic, cities and states around the country are either ordering communities to “shelter in place” or strongly advising them to stay home.

With the option to show homes or host open houses restricted, you may be feeling helpless about how to keep your business going in these unprecedented times.

But there is good news. People are still shopping for homes online, and economists are predicting that the market will bounce back quickly.

Here’s how to make sure your business does too.

The Real Estate Customer Journey

There are three basic phases to every customer’s journey: gathering leads, nurturing them and converting them into clients.

Here’s the breakdown:

Prospecting Leads: online advertising, cold calls, landing pages, website, social media
Nurturing Leads: emails, texts, phone calls, social media
Converting Leads: Seller signs contract, buyer purchases home

For many of you, converting leads is off the table right now. But there are two very important steps in this process you can still be focusing on: prospecting and nurturing.

And when this passes, the agents who have done that will be ready to start back up where they left off.

Analyze and Revise Your Lead Generation

As the trusted advisor, your sphere of influence is looking to you to answer some tough questions, even if they aren’t openly asking them.

A picture says a thousand words, and visuals are the single best way to communicate data and hard facts.

Instead of trying to explain why the housing market won’t collapse, show them.

Here’s how to do it:

  1. Go to the recent blog 5 Simple Graphs Proving this is NOT Like the Last Time
  2. Save the graphs to your desktop or phone.
  3. Copy and paste talking points from each of the graphs or take screenshots of the different sections.
  4. Create a new Instagram or Facebook post.
  5. Upload a graph and insert copy from the blog into the caption.
  6. Publish and repeat.

You can see how KCM members Billie Bourgeois and Ritu Singla did this easily in the below example.


CRM and Database

There won’t be a better time to organize your database. Don’t have one? Create one. Make sure all your leads are labeled appropriately. When the market picks back up, you’ll have a solid list of promising prospects that you can hit hard.



The same goes for your email campaigns. If you use an email marketing platform, now is a great time to do a deep dive and see who opens your emails. If they’re interacting, that means there’s potential. If they aren’t, you can probably write them off as a cold lead.

On that note, a tone-deaf email could make or break your brand right now. Make sure you go through all of your campaigns and pause any that may send the wrong message.



You should also be taking this time to update your website with the latest information. Create a new landing page addressing the needs of buyers and sellers in the market right now. Update images, include SEO-charged language. Comb through every piece of your site to make sure it reflects your brand and is easily navigable by prospects.


Social Media

This is especially true for social media. If your strategy usually consisted of sharing your listings, this is a good time to pivot. Fill your feed with graphs, charts and quotes that keep your followers informed and promote engagement.


BoomtownROI recently reported that social media traffic increased 35% between March 16th and March 27th.

“We’ve never seen numbers like this from social,” said Grier Allen, Boomtown’s founder and CEO.

These are all parts of your business you typically might not have the time and energy to focus on, but they are extremely important for your brand and lead generation. There’s never been a better time to tackle all the projects you’ve been wanting to.

Amp Up Your Lead Nurture

Now more than ever, your leads, clients and sphere need to hear from you. They need a trusted advisor. It’s your job, and frankly your moral obligation, to educate them on the market and what it means for their real estate decisions.

There have been a lot of frightening headlines and many people expect the worst, but recent data shows that buyers are still looking for homes at nearly the same rate that they were before.


By keeping your contacts informed with facts and insights about what’s really happening in the market, you’re helping to calm fear while building trust and credibility with your clients.

You can do this by:

  • Creating market update videos
  • Sharing on social media
  • Sending emails
  • Sending texts
  • Making phone calls

Consumers are out there. The digital space is booming. The agents that are able to adapt and create new business in this environment will not only survive, they’ll thrive when the market returns.

See How Agents Are Doing This

By taking real estate insights, KCM content and local statistics, you can create materials that help calm fear and educate your community. Whether you’re throwing together a video, sending an email or being more vocal on social media, there are many ways that you can step up as a trusted advisor.

Here are a couple ways agents like you are doing it (and seeing success).


Create a Video & Send it to Your Database

Shannon Paul, an agent in Southern California, recently created a video on her Youtube channel that went through 5 Graphs That Prove This Is NOT Like the Last Time that she emailed to her database. It was the most opened video she has ever sent.

“One person said ‘I need to list with you.’ One person said, ‘You and I need to get together because you encouraged me to buy an investment property.’ All from this email/video.”


Share Market Insights on Social Media

In the wake of COVID-19, Robin Mitchel Hee was sharing daily graphs and charts on her social media when she got a call. A news station in her city of Pismo Beach, California wanted to interview her for a segment on how the pandemic was affecting real estate.

“Right now, our clients, our spheres of influence and our communities are looking for strong leadership and facts. With this data, I can acknowledge people’s fears, but [also] give them real information to bring them immediate relief and visibility for the future,” Hee said.


Post a Market Update Video to Youtube

David Garves, an agent in the Twin Cities area, had been creating a monthly market update video that he posted on his Youtube channel for years. In it, he used both local and national market information to keep his community up-to-date on real estate trends and insights.

When the panic surrounding COVID-19 began to escalate, Garves started creating special videos addressing concerns about how it would impact real estate in his area.

“Video and KCM material have been all about branding for me. [It] has been essential in getting me recognized as an expert and leader in my community and produced significant deals for me over the years.”

Bottom Line

With all the uncertainty surrounding today’s economic volatility, people are searching for answers about where the housing market is headed.

Anxiety sparked from memories of the Great Recession is in full swing, and your clients are looking to you to calm their fears.

This is an important time to connect and correct any misinformation with research-backed facts so when everything is said and done, you standout as a real estate expert that can be trusted.

Create videos, share real estate insights and stay up-to-date with what’s happening in the market by visiting our COVID-19 resource page daily.

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