When I studied marketing at Eastern Washington MBA School, they taught us the 4 P’s of classic marketing (product, price, place, and promotion). Interestingly, the classic marketing text misses the questions “who” and “when.” Books such as Crossing the Chasm by Geoffrey Moore add “who” and “when” dynamics to marketing such as the concept of early adopter and late adopters. Marketing analysis has evolved to focusing on opinion leaders (spheres of influence).
Realtors have tried every form of mass marketing effort such as TV commercial, billboards, grocery store ads, flyers, sponsorships, radio broadcasts, Google Adwords, search engine optimization, Trulia, Zillow, Homes.com, the real estate books, etc. Unfortunately, the top realtors have realized that these forms of mass marketing do not necessarily translate into customers. What we’ve learned is that home buyers and sellers select the first realtor that they talk to over 70% of the time. The most important thing in realtor marketing is getting connected to customers through an opinion leader. How does one do that?
Realtor Signs and Flyers. The old fashion real estate listing signs gives you effective marketing exposure.
Social Media. Through the power of friends who refer friends, social media channels such as Facebook can be very effective procuring business through opinion leaders.
Video Marketing. The most powerful way to market yourself as a realtor is interpersonal video marketing. Mass communication marketing focuses on awareness, interpersonal video marketing focuses on persuading buyers and sellers to adopt or reject you as a real estate choice.
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