We spend money and time on our marketing, and then more time tracking the results. Marketing is a substantial investment for most agents.
Barbara's blog showing how she is approaching this year's marketing is a great example from an experienced source. Some of us are in markets where off line (print, radio, etc) market is still a driving force and some of us are in markets so internet driven that there is not much return on off line marketing. But all of us need to market and can benefit from good strategies and planning.
Read Barbara's plan and learn from a master!
The real estate profession is constantly changing, and with every change there are decisions to add new sites and methods of marketing. There are consistent blog posts that encourage agents to join a new platform or to register for a new course to become familiar with a new method of marketing.
Will it ever stop? Is every invitation to participate in something new an opportunity to soar in the rankings? Do we have an obligation to keep up to speed with our competition, in this challenging market? The pressure to compete and win is always in the forefront of my mind.
There are only so many hours in a day, and at this stage of my career, I’ve decided to focus more heavily on offline marketing. This does not mean that my online marketing will take a backseat, but it’s certainly not in the driver’s seat this year.
I’m ready to read every word of Katerina Gasset’s next SEO to the TOP update that she’s preparing for the near future. My focus will be on marketing with the current Google changes in mind. An effort made to stay updated is more important than spending time on multiple platforms. Quality blogs that will be indexed by Google will be the goal.
In keeping track of the source of all new business, the majority of ours is a result of direct mail marketing. In a buyer’s market, I focused on marketing online. We are in a seller’s market, and our concentration is directed to sellers. Marketing to homeowners is performed best with postcards and to thousands of homeowners with each mailing.
The cost of offline marketing is significant, but the results give us a profit and keeps us in the lead with listing inventory. The real estate market dictates how we advertise, and this year, it weighs heavily on the side of offline marketing for my team in my marketplace. As the cost increases, the risk is in direct proportion. If we want to stay in the game, we take a deep breath; bite the bullet; and go full force ahead.
Barbara Todaro, sales manager of RE/MAX Executive Realty
Team Leader of The Kuney-Todaro Team
308 W. Central St
Franklin, MA 02038
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