Every month or so we like to highlight one of our existing Back2Basics clients.
We like to take a deeper look at who they are, what makes them tick, how we work with them to achieve their goals, and what talents and values they bring to others around them. Who knows, maybe after you read a little about this month’s client highlight, you’ll find you may need her services and expertise to meet one of your own goals.
Meet Lisa Ash, REALTOR® and leader of the Homes by Ash Real Estate Team of Keller Williams Realty Integrity NW
I’ve been working with Lisa Ash for a couple of years now and the woman continues to amaze me. Not only is she a wealth of knowledge when it comes to the real estate industry as a whole, she’s extremely in touch with her market areas, her communities, and her clients.
Lisa was “raised” in the old school ways of real estate; work your sphere, work your contacts, limit your ad spend, “technology what?” — but over the course of the last couple of years, Lisa started ramping up a different approach to her brand and her services and the results speak for themselves.
Her business is stable, and in a time of current uncertainty, when so many other in her industry are struggling to change course, Lisa’s business is soaring. Her clients continue to succeed in their endeavors, and as a result, they continue to refer Lisa and her team new business. She may have been on a slow climb to embracing new technology before COVID-19, but the changing times just fueled her to adjust and respond more swiftly, and much to the appreciation of her clients, her colleagues, and her trusted real estate partnerships.
She couldn’t have changed everything over night, right?
No. Of course not. But, because she was willing to slowly embrace a different model of her brand awareness strategy a couple years back, she was more easily able to make additional changes and make them more quickly when COVID-19 came knocking.
Does this mean you don’t have the same opportunity if you hadn’t previously made your way toward social media, website optimization or content strategies before now? That would also be a sound ‘no’. In fact, this is the best time to make a strategic change because your clients and probing consumers are expecting it.
So, what is Lisa doing to keep business going strong?
The first thing she’ll tell you is that she is still working that database. Just because she’s infused more reach on social media and the interweb, and just because in-person contacts have been greatly reduced as of lately, doesn’t mean you forego those relationships you worked so hard to create in the first place. And, it doesn’t mean you stop finding ways to make a personal connection before, during and after a real estate transaction. It only means you have to get creative in how you now do this.
It also means you have to find a way to convey your commitment of service, safety, and excellence to your clients in a new and forward way. Just because YOU know what you can do for your client doesn’t mean you should assume THEY know what you can do to overcome their challenges and fears right now. Lisa has found an amazing way to communicate this value and commitment to her perspective real estate sellers and buyers in a way that assures them on the spot that she has their back through every level of a real estate transaction. It’s her ability to reinforce that confidence in her and her team that keeps her buyers and sellers confidently referring her to their family, friends and coworkers as well.
How does Back2Basics help real estate professionals like Lisa Ash?
Ironically, when I first met with Lisa in a one-on-one meeting over lunch at our local HyVee, she was only interested in ‘testing’ out my capabilities in helping her with a monthly newsletter creation and send. It would be a task that my team and I would take over from another person she had worked with for some time and we just needed to show her we could put it all together each month in a timely manner so she wouldn’t feel rushed to come up with the information needed to pull it all together. This opened the door for a discussion about her brand logo at the time; which we cleaned up.
Then we dove into a strategy to better utilize click-through strategies from her email to her website and we began creating content for her on her blog that we could relate to from the email newsletter. Prior to this, her blog was being used, primarily, to showcase her featured listings – but she already had a featured listing page on the site. Further discussions ensued regarding her overall content strategies how everything was working together in harmony so she could bring value to her listing/selling clients as well as reach out to past, present, and prospective new clients about her real estate services and solutions.
Today, I and my team help Lisa with a variety of tasks and projects!
- We create new content for her social media profiles,
- Publish to her Google MyBusines account and help her with a testimonial strategy,
- Create and publish monthly email newsletter campaigns and holiday email touches,
- Create client appreciation events and open house events,
- Postcards designs and and property flyers,
- Coming Soon marketing strategies for her listing clients,
- Client appreciation videos and community videos, and so much more.
Lisa Ash understands the importance of staying connected, and the power of harnessing technology and content strategies to achieve those goals. She also understands the power of a team that enables her to keep doing what she does best – selling real estate – while her team takes on the task of managing files, creating, and implementing sound content and marketing strategies that enhance her already strong communications and connections.
There’s is SO much more to Lisa!
If you’d like to learn more you can find her online at www.HomesByAsh.com!
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