Today’s Realtor® needs to master both new-school and old-school forms of advertising. More importantly, it’s crucial that both forms play off of and complement each other.
To truly reach the most people possible, you need to work both online and off. So in an effort to help you plan your media attack, here is a checklist of marketing materials that all Realtors® need.
Offline
Post Cards
Real estate postcard marketing is tried and true. A postcard campaign that is targeted for the neighborhood you want to dominate remains near the top of the list of strategies for several reasons. Postcards:
- Are affordable
- Give you lots of space to work with
- Reach a wide, but specific audience
- Can work in tandem with any other campaigns
Make sure your postcards are customized with your specific message, personality, and graphics. There’s far less competition in the mailbox than ever before, so don’t overlook this medium!
Business Cards
At the least, make sure your business cards are professional with a clean look. But maybe try something new too – like a custom design.
“Have you ever made a really great professional contact and they don’t have a card to give you? Sure you can give them your card but then you’re dependent on them getting back to you,” wrote marketing blogger, Michael Cusden.
It can be a good idea to carry blank business cards with you, and when you meet someone without a card pull out a pen and one of your blanks and say something personal and witty. They’ll never forget you.
Seminars
Target a specific market (downsizers, new parents, etc.) with a seminar and give them valuable advice.
Your costs are basically the cost of the venue (keep it low. Maybe even host it at your home with wine and cheese) and your time.
You will spread your name, establish yourself as an expert, and meet directly with people who will work with you, refer you, or both.
Billboard and Transit Ads
These are amazing, but you have to be ready to act fast.
If space becomes available in your neighborhood, act on it. These advertisers typically have a list of people in waiting. If you don’t answer when they’re ready for you, they will simply move on to the next name
Online
Website
Your website should be more than the bare minimum when it comes to online advertising. More than just your listings. It’s the portal that sends people to you.
All your online and offline advertising efforts need to send people here. So make sure when they’re on your website, your phone or inbox is never more than a click away for them.
White Papers
Take a seminar idea and turn it into a 5-10 page research paper, also known as a white paper. Or have someone interview you and write it up for you.
The topic and content of this piece will win you more clicks than the design. The design simply needs to be good and professional. The headline needs to address a pain-point or question your customers have AND actually provide value.
Blog
Some good blog topics include happenings in your local area, reviews of area restaurants and attractions, home tips, decorating tips, and seasonal information. Of course, throw in a post or two about listing or buying a home!
Pay-per-click
Pay-per-click involves setting up an ad campaign for Google searches. The strength of pay-per-click (PPC) is being able to measure your results and make quick adjustments to what is or isn’t working.
“Unlike other forms of marketing like radio, TV, SEO, shopping carts, billboards and social media, pay per click (PPC) advertising provides an easily measurable way for Realtors to determine the effectiveness of their marketing dollar spend,” wrote real estate blogger, Louis Cammarosano.
“If done properly, real estate agents should be able to show a profitable return on investment (ROI) from their PPC campaigns.”
So don’t give up after your first effort. Take it seriously for a long period of time and watch for progress.
Testimonials
Create a video interviewing your satisfied customers in their beautiful new home for your website, Facebook page, and YouTube channel.
You can also use still pictures of this interview in your offline advertising as well.
What forms of advertising do you swear by, and what have you given up on? Let us know in the comments below.
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