There has been a historical rule change regarding “name, image, likenessWhich allows university athletes to be legally paid. Now real estate agents can partner and pay NCAA athletes. They can use their personal brand to promote your Business.
So, real estate agents would have to line up to partner with the good guys.
For years, the only way agents could get anything out of a sports partnership was to sponsor a professional or youth team. My agent here in Orlando, Veronique Figueroa, is the official partner of the Orlando City football team and has its mark on the high school football field. I have friends in Tampa, The Duncan Duo, who are the official sponsors and partners of the Tampa Bay Lightning.
But offers from professional sports teams can be expensive. There are very few agents who even get a chance, as there is often an exclusive sponsor per industry. Plus, most agents don’t even have a professional sports team in their local market.
However, there are colleges in almost every city. There are college athletes everywhere who have strong local followers. The people who hire you watch them, follow them and like them.
This new opportunity is not only reserved for the grandes écoles and the best players in the most popular sports. Sure, football and basketball are the two most watched college sports with best-known players, but smart agents will be looking for opportunities beyond these. Probably, they will spend less doing it.
Think about volleyball. Think about golf. Think lacrosse, swimming and soccer. Think about athletics. Think baseball, gymnastics, tennis and hockey. These sports also have passionate followers.
An obvious benefit of partnering with NCAA athletes is that they often have a important and committed follow-up on social networks – bigger and more committed than yours.
Ideally, they are particularly popular on platforms where most real estate agents are not yet very successful, such as TikTok, Snapchat, YouTube, and Instagram. Tons of college athletes have a lot of followers on TikTok. You don’t. They can help you reach people you couldn’t reach without them.
When considering who to hire, be realistic: the best athletes in the country won’t be an option. New Tennessee State freshman (and son of Master P) Hercy Miller has already signed a $ 2 million contract to become a Web Apps America Ambassador.
TikTok influencers and Fresno State basketball players Hanna and Haley Caviinder signed a deal with Boost Mobile and is expected to earn $ 3 million per year.
They earn more than their coach.
A gym owner in Miami even gifted the 90 Miami Hurricanes $ 500 per month to train in its gyms, an investment of $ 540,000. That said, there will be some smart marketing opportunities with varsity athletes regardless of your budget. If the Miami soccer team is training in your gyms, that will also inspire a lot of other people to sign up.
What exactly should you do to get the most out of an investment like this?
# 1, focus on what you are already doing in marketing and add them to that. If you’ve been sending direct mail to the same neighborhood all along, advertise the partnership by mail. If you run Facebook ads or do email marketing or make YouTube videos or post on Instagram, spread the word.
Play on the offensive. Don’t just rely on them to post information about you to their followers. Post to all of yours about them. I think what’s going to happen is that the agents who are strategic will get a return on their investment from their partnerships with the NCAA.
Here are some examples of what I would do:
I would hire the top three soccer players from UCF, which is right next to my house, to run a one-day clinic. Then I would invite high school students who are in grade 11 or 12 who want to continue playing football in college.
Thirty or 40 kids would show up and UCF players would teach them everything they know to make that transition. That way it’s incredibly helpful for the people attending, but it’s right in the athlete’s wheelhouse.
People whose kids are soon graduating from high school and moving on to college are one type of high-volume transaction – empty nests. In fact, according to Millionacres, “21% of sellers said the desire for a smaller home was the main reason for their desire to move. Usually, this movement is common in empty nesters who no longer need the same space as before.
My kids aren’t out of high school yet, but I can tell you that we already know we are leaving our house as soon as they leave.
You are not asking the athletes to go to the demonstration houses or to come to your open house. You ask them to do what they love: play and teach football. In return, you promote a free soccer clinic.
Bring that to social media. Take that to email marketing. Talk to all of your past clients. By the way, bring this to the local news because the press is going to want to cover these stories. Any athlete who signs a cool deal with a local business can get free publicity now.
Obviously, it could also have been a baseball clinic, a golf clinic, or a volleyball clinic. In fact, the more you love or play or have children in sport, the better. If you hate basketball, don’t hire the basketball team. If you hate football make fun of it and never watch it then don’t make a football event.
I also think there are more traditional things you could do like autograph signing and dating. Get as many people as possible to show up and have someone with a clipboard take pictures and get their information so you can send the pictures to them.
Make sure that when people register online for an event like this, they tick a box that says “if you’re buying or selling a home soon, we can help you”. This way you can follow up with the right leads. Take the mic during the event, thank everyone for coming and ask for their work.
You can also give gifts or contests. For example, “I have teamed up with UCLA’s top volleyball player and we’re giving away X. Here’s how to enter: follow us on Instagram, fill out this form, and watch out for that date when we announce the winner. ”
Contests and giveaways are very popular on social media. I used one for double my Instagram next in just 30 days. It might not be as strategic as the idea of Grade 12 parents, but it can go a long way and add thousands of people to your database through a single campaign.
If you’re going to have a booth at a local festival, which I see a lot of agents doing, you can have one of those students with you. This would generate more traffic to the booth and more photos shared on social media and more opportunities to have conversations for your sales team.
i see a lot of my clients hosting those really awesome past customer events. I’ve seen them rent movie theaters. I saw them held in pumpkin plots with hay rides. Really smart agents think big for their former clients.
I could see NCAA athletes getting involved at your next past client event, and instead of 40 of your former clients showing up, 80 of them are. They meet this person, take pictures, get something signed and hear him give a speech. All thanks to you.
In real estate, endorsements have been proven to lead to business. I’m not saying that the support of an NCAA athlete will be as powerful as that of Dave Ramsey or Barbara Corcoran. But you still get the approval of a popular and trusted local person.
Remember, you might be in a situation where the best athlete in your town has gone to college elsewhere. My friend grew up playing all sports in Lakeland, Florida, but went to UCLA to play college football.
Everyone in our hometown knows him. He might not be a local varsity athlete because he went out west, but you need to identify those people as well. When they are back for the summer or the holidays, you can make massive events with them.
Right now, enthusiasm for this change is at an all time high. I think there will be the first mover advantage when it comes to advertising and press. I think there is going to be a really good ROI for the people who do it well.
So where to start ? Some of them will trade with you in their Instagram DMs. Send them a message. Some of them will ask you to go through their school. Call their school. Some of them are actually going to have agents that they push you to and negotiate on their behalf. Contact their representatives.
Chris Smith is the co-founder of Curaytor in Orlando, Florida. Connect with him on Instagram or Twitter.