real estate marketing: Persistence leads to prosperity
- 09/20/24 10:11 PM
Yes, this is a difficult real estate market, and many will drop out this year. But those who persist, and even ramp up their marketing, will prosper. Just ask those agents who worked through the last 2 or 3 real estate downturns!
"Nothing in the world can take the place of Persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. The slogan 'Press On' has solved and always will solve the problems of the human race."
—Calvin Coolidge
Stay in touch … (15 comments)
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real estate marketing: You’re in a tough real estate market right now.
- 08/23/24 01:13 PM
It isn't easy to sell houses when they aren't for sale!
Based on annualized predictions using the number of homes sold in the first half of this year, the number sold in 2024 will be 37% lower than the number sold in 2021.
To compare:
2021: 6.12 million homes sold in total. 2022: 5.03 million 2023: 4.7 million 2024: The annualized projection at mid-year suggests around 3.89 million homes will be sold by the end of the year. I think it will be very interesting to see the statistics when this year is over, because I have a feeling that where sales are falling is … (11 comments)
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real estate marketing: Using parallelism, anaphoras, and epistrophes …
- 12/10/23 09:52 AM
Are you using parallelism, anaphoras, and epistrophes?
What am I talking about? And using them for what? To enhance the appeal of your writing, of course!
The academics in this crowd with degrees in English already know what these words mean.
We all know what the word parallel means, but perhaps not as applied to writing. However, I’d guess that most of us (including me until recently), may not remember what anaphoras, and epistrophes are. (I’m not sure I’d ever heard those words before.)
We don’t need to know their names to use them, or to appreciate the ease of reading when others … (31 comments)
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real estate marketing: Be careful when using autoresponders…
- 11/02/23 01:13 PM
Do you use autoresponders to send marketing messages out to people on your list?
If so, you may have some pre-loaded campaigns.
I always suggest that agents who use my prospecting letters in email campaigns pre-load the whole series and automate it to start at the beginning when a new person opts in.
That just means one less step that you need to take after your initial response to a prospect who opted in. It saves time and ensures that your messages will go out at the right intervals, even when you're busy.
If you have more to say, you can also include their lists … (11 comments)
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real estate marketing: One word can make all the difference…
- 04/13/23 05:05 PM
Right now, this very day, a few hard-working, client-centered real estate agents are alienating prospective clients and causing them to turn away.These are potential clients who may have been following the agent’s blog posts. They may be people who responded to an offer for a special report, so they’ve been receiving emails regularly. They may be residents of the agent’s farm area who have been receiving postal mail. They may have read the agent’s bio and decided “This is the agent I need.”
Whoever they are, and whatever the reason for their decision, they picked up the telephone and called that agent. … (17 comments)
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real estate marketing: How many ways do you market your real estate services?
- 03/22/23 04:28 PM
Since you're here, by now you know that marketing your real estate services is a big part of becoming successful.
But - what's the best way to do that?And... can you try to market yourself in too many ways? Of course. You can run yourself ragged and leave no time to respond to inquiries or meet with prospects! You'll need to pick and choose.
And... you need to choose marketing methods that you'll enjoy, because your enjoyment will show in your results. Don't even think about doing something you'll dread.
Below I've listed 21 ways to market yourself. I believe the first 7 … (18 comments)
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real estate marketing: Marketing to outshine your competitors...
- 01/24/23 11:12 AM
You've probably read articles advising you to pay attention to what the top agents in your marketplace are doing, then copy them. In some ways, that's good advice - although no one should aspire to merely be a clone!
This morning's email from eleanor@kreativcopywriting.com offered a twist on that advice that I thought was worth sharing.
"Stop studying what your competitors do right.
Study what they do wrong.
And then fill that gap."
"Alternatively, look at something they do (and you do too) but they don't highlight."
I agree, at least partially. I think it's wise to highlight things you do that every agent should be … (7 comments)
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real estate marketing: Reasons for low response rates
- 08/12/22 04:27 PM
You probably know there are many reasons for low response rates, both from your website and from your mailings. Many of them can be overcome.
Reasons for low response rates include: Poor writing / bad grammar: If your web pages or letters seem garbled or confusing, people won’t read, let alone respond. Making your marketing all about you, rather than about your potential clients. Lack of interesting content on your website. Forgetting to add your location to your website. Sending just one prospecting letter. (To see why more are necessary, click here.) Mailing to the wrong list. Examples of reasons for … (7 comments)
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real estate marketing: How NOT to write a prospecting letter…
- 05/28/22 01:46 PM
You know I believe in prospecting – both by postal mail and email.
When you target your audience, it is the most direct way to reach the people who are most likely to use your services.
However, to be effective, the writer/marketer must follow a few basic guidelines. Otherwise, your prospecting letters will be expensive failures.
Following is the story of one of those failures…
It comes from a prospecting letter we received a while back.
First fail: the agent tried to sound sophisticated…Her letter began with a 38-word sentence outlining “real estate adventures” in the region that caused her to meet a … (10 comments)
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real estate marketing: Send people where you want them to go!
- 03/01/22 03:46 PM
Today's message is a bit of a rant, because I just came across another one!
Another what? Another email that sent me where I don't want to go...
OK, I'll back up. Lately I've been getting emails telling me they have good, useful information for me. It might be about SEO, link building, or perhaps news of the world.
They begin with a good, interest-catching title. Then they say "click here to finish reading on line."
That would be fine if the link took people directly to the article, but sometimes it doesn't. Sometimes it takes us to a page with numerous articles - NONE … (19 comments)
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real estate marketing: Want to increase your market share?
- 06/08/21 09:15 AM
Perhaps you already have all the market share you need or want. You may be so well established that people think of you first when they think of real estate. But if not, you probably want a greater real estate market share. With the number of sales dwindling due to lack of inventory, increasing your share is more important than ever.
How can you increase your real estate market share?
By increasing your mind-share. In other words, by becoming so visible in your marketplace that potential clients think of you first when they think of buying or selling.
You’ll increase your visibility using … (24 comments)
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real estate marketing: Consistent real estate follow-up – a must for success
- 05/27/21 04:33 PM
Consistent real estate follow-up is one of the keys to success. Without it, there is not much point in bothering with lead generation. And – without it you’ll have little chance of repeat business and referrals from past clients.
What does consistent real estate follow-up mean?
How often is often enough? What is the best means to follow up? What should you say when you follow up? “Consistent” means different things in different situations.Past clients and your sphere of influence:When following up with past clients and those in your sphere of influence, monthly is probably often enough. Even quarterly should prevent … (15 comments)
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real estate marketing: Real estate marketing – always make it easy for your prospects
- 03/25/21 12:13 PM
Everything we write about grammar in real estate marketing, spelling, and even page design is for the purpose of communicating easily and clearly.
When you make it easy to read your words, they'll read them. When you make it easy to understand your words, they'll absorb your message. When you make it difficult – they'll delete your email, toss your postal mail, and leave your web page. I've written numerous articles about grammar, word choice, etc. - all focused on making communications flow smoothly and easily.
But there's one more point that's every bit as important:
Since your purpose in marketing … (23 comments)
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real estate marketing: If your marketing isn’t working, is this the reason why?
- 02/08/20 04:10 PM
This morning I started looking back through quotes I’ve collected, and I found this bit of wisdom:
"90% of marketing doesn’t work because it doesn’t get done."
Neil Bradman
It reminded me of someone I worked with once upon a time. He came into the office and found me typing prospecting letters. (Yes, this was years ago, and I typed them one by one.) He asked if that’s what I was doing and when I said yes, he said “I’ve tried it. It doesn’t work.”
I went on with my typing, and later learned why it hadn’t worked for him. He wrote … (35 comments)
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real estate marketing: Do you suffer from sunk cost fallacy?
- 08/10/19 01:00 PM
Chances are, you either suffer from sunk cost fallacy right now, or you have at some time.
What the heck is it?
Sunk cost fallacy is a debilitating condition that causes you to throw good money after bad.
You know you have it when you…
Keep advertising a listing owned by people who:
• Refuse to clean the house
• Refuse to list anywhere near fair market value
• Refuse to negotiate AT ALL when you bring an offer
• Refuse to leave and let the house be shown without interference
• Refuse to allow showings except at specified times
Keep driving all over the county … (28 comments)
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real estate marketing: If you want prospects to read your marketing materials…
- 06/19/19 04:49 PM
… make them easy to read.
Whether you’re writing a real estate prospecting letter, an email, a newsletter, a postcard, or a web page, the second rule is “Make it easy to read.”
(Remember, the first rule is to never, ever, ever begin your message with “I.”)
It won’t matter if your words are brilliant – if you make them difficult to read, people will never get your message because they simply won’t read what you wrote.
How can you make it easy to read your messages?
First, except for small accents, always use black type on a white or light background. Marketers who spend millions studying such … (45 comments)
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real estate marketing: Marketing your real estate services - first choose your audience
- 04/12/19 02:35 PM
You need to market your services – have you chosen your audience?
Today, informed buyers and sellers are choosy. They don’t want just any agent – they want one who knows how to help them in their specific quest to buy or sell.
And not every buyer and seller is the same. A first time buyer has different needs than an affluent buyer looking to move up. A divorcing couple has different needs than an estate executor wanting to sell a house in probate or a member of the military who is being reassigned.
And then there’s you. You also have different wants and … (19 comments)
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real estate marketing: Do you sell time or savings?
- 04/09/19 02:39 PM
An email I had tucked away in my files cited “7 Scientifically Based Copywriting Tips.” The writer said to be wary of selling “savings” and to instead sell “time.”
Are either of those what you sell when you’re marketing your services?
I think so, and I think they’re both important to your potential clients.
You sell both time and savings to a listing client when you demonstrate how you will guide them to do all the right things about pricing and presentation. By following your expert advice and availing themselves of your extensive marketing and negotiating skills, their homes will be sold quickly, … (52 comments)
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real estate marketing: Continuity marketing - if it fails, it's your fault
- 02/01/19 09:19 AM
Continuity marketing, also known as drip marketing, is simply the practice of keeping a steady flow of marketing messages going to the same people over and over.
You use it with postal mail when farming a geographic territory or when prospecting to a specific set of buyers or sellers.
You use it with email when you want to hang on to an Internet lead – whether it’s a buyer who inquired about a specific house or filled out a “how much can I afford” form, a seller who responded to an offer to learn the value of his/her home, or someone who opted … (4 comments)
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real estate marketing: Must You Write Your Own Real Estate Marketing Copy?
- 01/17/19 03:46 PM
Does marketing have to be a do-it-yourself project?
Some say yes.
Their reasoning is that unless you write it yourself, it’s not authentic. It’s also not your voice, so if someone chooses you based on that copy, then meets you in person, they’ll be disappointed.
Others believe you must write your own copy – for real estate or any other business – because you know more about it than anyone else, and thus can do the best job.
Of course, as a real estate copywriter, I say no.
Can you imagine the owner or CEO of any large company writing all of the … (7 comments)
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Yes, this is a difficult real estate market, and many will drop out this year. But those who persist, and even ramp up their marketing, will prosper. Just ask those agents who worked through the last 2 or 3 real estate downturns! 
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