I think we all sensed it. It seemed that the beginning of 2011 established the fact that real estate marketing had officially changed. The last few years have been a whirlwind of crash courses in social media, blogging, videos and other creative online tools. Many agents remained on the fence as to whether or not jump on board to this seemingly passing phase, while we, as Real Estate Virtual Assistants, quickly came up with processes for the most effective way to market for our agents using these mediums.
During the slower holiday season, many agents took the time to evaluate the last year, wrestle through their stance regarding their online presence, and determine their steps for the future. As the real estate community wrapped their minds around the changes, shuffled through their options and planned for the coming year; it seemed there emerged a renewed attitude, balance and self confidence with the beginning of 2011.
We’ve seen the change as agents are coming to us with a sense of calm and fortitude knowing what they want out of their social media and online branding. The whirlwind is settling, along with the debris of the past few years, and we’re clearly seeing our way along this new path.
Here are the 7 marketing trends that are at the forefront of marketing for 2011.
1. Niche Marketing- We’ve noted this in the past that the most effective agents are those that hone in on a niche market. Rather than being a “jack of all trades, master of none;” find that place in which you excel and focus your energy. Whether you’re great at helping first time home buyers, can sell a waterfront property in no time, can relate with empty nesters or work best with high end buyers; there’s a market out there for your specific skill set. Find it and go for it.
2. Quality Content- In a world of texting, Facebook, Tweeting and key word greedy blogs; we can tend to push quality to the background, and focus more on quantity and quickly climbing the crowded SEO ladder. The bottom line: it’s still business and you’re still representing your brand. While these mediums can be more casual; they still require professionalism and virtue. Make sure that what you’re saying online is valuable to the reader in order to stand out from the online noise.
3. Leaning towards Social Media- Agents are spending less money on print marketing and moving their funds to their social media and other online branding. It’s the idea of meeting your market on their terms, and we can’t deny that it’s an online world. Marketing money is being used to enhance and maintain social media sites as well as custom websites and other online initiatives.
4. Multiple Branding Experiences- You’ve probably experienced the feeling that suddenly keeping up with your Facebook and Twitter isn’t enough anymore. Flickr, YouTube, Yelp and other marketing means are also coming to the forefront. It’s a matter of providing a variety of options for people to interact with your brand.
5. Getting Local- Narrowing down your online presence through geotargeting allows agents to market to their direct market. There are a variety of ways to hone in to your area of service through Facebook ads, Yelp, Google and many others.
6. Co-Marketing- This form of marketing is quickly emerging in our current economic state. From teaming up with non-profits, local stores, restaurants and more; agents are finding creative ways to cut marketing costs and build local relationships. (View our recent blog on Co-Marketing.)
7. Mobile Marketing- While still in the works; mobile marketing is beginning to take off beginning with QR Codes, Foursquare and other applications. Creating a mobile marketing presence will most likely be one of the top growing marketing strategies this year.
As you can see; these top seven approaches to marketing are significantly different that a year or two ago. It’s no longer a matter of if you want to jump on board; it’s necessary for staying in the game!
If you want to take this year to get up to speed, but aren’t sure where to start; let us know! We can walk you through determining your needs, finding a plan that works for your target market and budget, and can handle it all for you! If you just need guidance in the beginning and want to learn along the way to be able to take the marketing on for yourself; we can help with that too.
It’s not too late to start, and a renewed marketing plan can be just the thing to rejuvenate your spirits for the spring season and carry you through the rest of the year!
Allie Coyle
Marketing & Copywriting Coordinator
Comments(51)