Real Estate Marketing - How Many Times Must They Notice You?

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Services for Real Estate Pros with Marte Cliff Copywriting

Today's message for copywriters from AWAI (American Writers & Artists Institute) was all about getting clients to come to you rather than you chasing after them. 

While it was marketing advice for copywriters, not real estate agents, the businesses are similar in that we always need/want more clients. So - perhaps worth sharing. 

They quoted a guide called Successful Advertising as saying that most people won't read your message / ad until seeing it for the 5th time. After 9 times they'll begin to wonder if they're missing out on something. After seeing it for the 13th time, they'll start to think you offer something of value, but they probably won't call you / buy your product until they've noticed you 20 times. 

The article went on to say that by the time a prospect has seen your message 20 times they've started to feel that you're an expert - so you won't need to prove yourself to them. 

So how can you quickly "be seen" 20 times?

They suggest:

  • Joining groups on LinkedIn and contributing twice weekly while joining another poster's discussion each week. 
  • Write an article for your website each week and post it to Google+, Twitter, and Facebook. 
  • Spend 5 minutes each day commenting on blog posts in your industry. 

Of course, AWAI is for writers, so they didn't mention Active Rain! 

I don't know where Successful Advertising got the statistics - or how they came up with a magic number of 20. But their findings do hold with what regular bloggers here in the Rain have learned: That they more they get "out there" the more potential clients see them and trust them. 

When a person looking for a specific service starts searching and comes up with YOU time and time again, they will begin to believe that you're the answer to their needs, even before they've met you.

Of course, all this assumes that the articles and blog posts are relevant, useful, and well-written. I doubt that you'd gain many real estate clients by consistently blogging about cooking, child care, or dog training! 

So - my message to all of you who haven't quite gotten started blogging - Just do it! 

 

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Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Praful Thakkar 11/29/2013 02:19 PM
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Rainmaker
946,248
Aaron Hofmann
Atlanta Communities - Smyrna, GA
aka Mr. Smyrna Vinings

Sounds about right. I know the old standard when farming a neigbhorhood was to mail to them for two years, which would be 24 monthly mailers, before you would see a return on your "investment". When I looked at how much it would cost to send people something that would likely get tossed in the trash, I opted for blogging and have been doing it for eight years now.

Nov 28, 2013 01:01 AM #7
Rainmaker
369,304
Bill and MaryAnn Wagner
Wagner Real Estate Group - Ocean City, NJ
Jersey Shore and South Jersey Real Estate
Marti,

Thanks for the information and advice. Happy Thanksgiving!

Nov 28, 2013 01:01 AM #8
Rainmaker
1,298,527
Kat Palmiotti
Grand Lux Realty, Monroe NY, 914-419-0270, kat@thehousekat.com - Monroe, NY
The House Kat

The interesting data point is that they need to "notice" you 20 times before calling/buying your product.  It takes some effort to notice something, so I'm wondering how many times they have to be presented with your marketing before they have noticed it 20 times. Forty?  Geeeeeez.  That's a lot of times!

Nov 28, 2013 01:37 AM #9
Rainmaker
1,452,935
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Debbie - Andyou will! If anyone is doing this right, it's you - with informative blog posts and all the ways you reach out. I was doing well at posting to LinkedIn groups while that function was working here on Active Rain. Now that it doesn't and I have to go to one group at a time, it isn't getting done. 

Richard & Beth - Yes - and it shows why agents who are on line have an advantage over those who aren't. A Happy Thanksgiving to you too!

Bobbie - a Great day to you too! It really isn't so many times if you think about the mileage you get from blogging - just be sure to link back to your best posts from the other social media sites. 

Joan - The same to you!

Kim - Keep blogging, add a few other methods, and you'll be there before you know it. Whether you're blogging, sending direct mail, sending email, or stopping by to say hello, it's all cumulative. 

Raymond - but not a lot of blogging, posting, commenting, etc. When people get your mail, then start seeing you in all those other places, it adds up. 

Aaron - And it's working, right?

Bill - a Happy Thanksgiving to you too!

Kat - I don't know. The way that article read, the first few times they see you they "notice but don't notice" so that by the 5th time your face/name comes into view, they're starting to feel like you're someone they recognize. It sounds like they don't really need to pay attention to the message the first few times - you're just sort of seeping into their subsconscious. Then the next time they see you they pay a little more attention... and the momentum builds. 

 

 

 

Nov 28, 2013 01:59 AM #10
Rainer
237,463
Jay & Michelle Lieberman
Keller Williams World Class - Agoura Hills, CA
Creating Calm in the Buying and Selling Chaos

This is one of the main reasons my wife and I recently joined Keller Williams.  The mantra is about marketing and client "touches", how many, what type, and the different amounts necessary for new, possible or repeat clients.

Nov 28, 2013 02:14 AM #11
Rainmaker
1,452,935
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Jay - However you do it, you just have to keep being in front of people. In my opinion, the more different ways, the better, since different people see/notice different things. 

Nov 28, 2013 02:38 AM #12
Ambassador
3,584,444
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Marte- very feature worthy.  You always give such good information for us.  I was thinking about the numbers and what you said, and I can relate it to just why a decide to follow/subscribe to an individual. 

Nov 28, 2013 03:22 AM #13
Rainmaker
971,740
John G. Johnston
John G. Johnston & Associates, LLC - Westcliffe, CO
An Exclusive Buyer's Agent ~ Westcliffe, CO

Matre  I have to totally agree.  My marketing friends from way back said the same thing.  Now, if I could just get my name to ring with the Golden Arches or The Real Thing...your checks in the mail!  Thanks for all you do and Happy Thanksgiving from my family to yours.

Nov 28, 2013 05:36 AM #14
Rainmaker
1,452,935
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Kathy - Thanks. It does make sense. The more we see and the more we like what we see, the more likely we are to follow/subscribe to/use someone. 

Thanks to you too John! I wish a Happy Thanksgiving to you and your family - every day of the year.

Nov 28, 2013 06:36 AM #15
Rainmaker
799,012
Lanre-"THE REAL ESTATE FARMER" Folayan
Keller Williams Select Realtors-Buy a home in Washington DC. Sell a home in Washington DC - Bowie, MD
I don't make promises.I deliver results.SOLD HOMES

WOW! And here I am thinking that it is only 8 touches. Thanks for sharing this Marte. Happy Thanksgiving to you and your family. Great post.

Nov 28, 2013 07:54 AM #16
Ambassador
4,293,736
Praful Thakkar
LAER Realty Partners - Andover, MA
Andover, MA: Andover Luxury Homes For Sale

Marte, it's a great advice. We just need to do it, over and over again. The results will show up - sooner rather than later.

Happy Thanksgiving.

Nov 29, 2013 01:44 PM #17
Ambassador
2,831,457
Margaret Rome, Baltimore Maryland
HomeRome Realty 410-530-2400 - Pikesville, MD
Sell Your Home With Margaret Rome

It is our responsibility to let them know about us. It is not their responsibility to remember.  Twenty touches can keep clients in your pipeline.

Nov 29, 2013 02:48 PM #18
Rainmaker
1,452,935
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Lanre - Marketers have said forever that it takes 5 to 12 touches - but I think those are "direct" touches such as a letter, an email, a phone call, or a visit. Twenty includes things like your blog. 

Praful - That's it - just keep doing it.

Margaret - Well said. It's our responsibility - and of course, we're the ones who care if they notice us! 

Nov 29, 2013 05:18 PM #19
Rainmaker
4,608,689
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
"Franklin MA Homes"

Marte....what a great post....this is why my phone rings.... my direct mail marketing in Franklin MA every month and many times throughout the month is the reason....

When a person looking for a specific service starts searching and comes up with YOU time and time again, they will begin to believe that you're the answer to their needs, even before they've met you. - See more at: http://activerain.com/blogsview/4262720/real-estate-marketing-how-many-times-must-they-notice-you-#sthash.owAkPXpb.dpuf
When a person looking for a specific service starts searching and comes up with YOU time and time again, they will begin to believe that you're the answer to their needs, even before they've met you. - See more at: http://activerain.com/blogsview/4263764/real-estate-marketing-how-many-times-must-they-notice-you-#sthash.kxtSGzt8.dpuf
Nov 29, 2013 07:06 PM #20
Rainmaker
715,329
Ed & Tracy Oliva
West USA Realty - Arizona - Fountain Hills, AZ
The Oliva Team Arizona Agents

Good Morning:  Sometimes if your lucky it takes 1, However don't give up its works,  Keep up the good work and good luck with your business,  E

Nov 29, 2013 11:42 PM #21
Rainmaker
1,452,935
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Barbara - You're a master at making sure people in your territory think first of your team.

Ed & Tracy - That's right. When your message is right and the time is right for them, a small number will notice you and call the first time they see you. 

Nov 30, 2013 12:17 AM #22
Rainmaker
192,026
Deepak Chauhan
Versailles Property - Irvine, CA
Irvine, CA ... the place to be

MARTI I HAVE BEEN OUT OF ACTIVERAIN FOR LONG TIME, IT IS THE TIME TO START FOLLOWING YOUR ADVICE

Nov 30, 2013 12:43 PM #23
Rainmaker
1,452,935
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Deepak - I'm glad you're back! Get blogging! 

Nov 30, 2013 01:13 PM #24
Rainmaker
968,001
Corinne Guest
Barrington Realty Company - Barrington, IL
Barrington Lifestyles

I have had as little as one exposure worked for my niches, like horse property but agree in general it takes alot more. I know many still do direct mail but a once in a while postcard will never work. I gave up that a long time ago and am glad my blog site brings new business.

Dec 01, 2013 09:16 AM #25
Rainmaker
1,452,935
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Corinne - A once in a while mailing really isn't worth the effort. You might happen to catch one person who is interested and needs you right then, but the chances are slim. Thank goodness for blogs! 

Dec 01, 2013 10:27 AM #26
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