I’m not sure if it’s just me, but it seems like the only thing you find when you look for real estate marketing strategies are online tactics. It’s not that SEO, social media, and other techniques aren’t important – they are – but I think that Realtors® are missing out on how online and offline marketing can work together.
You can use offline marketing tools, such as your business card, in-person meetings, farming, EDDM, and more to drive your online traffic. In the same way, you can use social media, email marketing, and other online tools to boost your in-person conversations. Here are four ways to bring together online and offline marketing.
Use Your Business Cards, Fliers, and Mailings to Drive Web Traffic
This may seem obvious, but done well it can bring awesome conversion rates. You could just list your website on your paper marketing, but that won’t bring many results. Instead, follow these simple steps:
- Use a Call to Action on your literature that draws people to your website. This could be “Visit this site to see more listings,” or “Visit my website for a video walkthrough of this great home.” The more interesting your website content is, the more compelling the call to action can be!
- On your website, along with the promised content and a phone number to contact you, offer a freebie in return for the visitor’s email address. Maybe a list of free things for families to do in the area, or an entry into a giveaway for a local gift card, or some other interesting piece. Keep it short – if the content is more than one page, it’s probably too long.
- Once you have an email address, continue to follow-up with interesting content and outreach via email. Use the email marketing to invite the prospect to in-person events that you host, and don’t forget to directly invite them to contact you for a listing presentation or to view available homes in the area!
When You Meet Real Estate Prospects in Person, Offer More Value Via Your Website
As you meet people around your town, in committee meetings, and in your neighborhood, don’t be shy about what you do for a living. Once you’ve struck up a conversation, offer your website as a source of additional information. If you have a freebie or giveaway running, you can mention that as well.
You can also mention that you have an email newsletter, and that you mail out helpful neighborhood information every couple of months. With this offer, you can ask for their email address and/or mailing address. You’ll end up being able to add value both online and offline as a result.
When you use these techniques for someone you’ve met in person, be sure to personalize the outreach. Mention in your first email “since we talked the other day, I’ve set you up to receive my email newsletter. In the meantime, here’s an article you might find interesting.” Also, don’t inundate them – space out your contacts so you don’t seem spammy.
Use Email and Social Media to Publicize In-Person Events
It takes a while for people to trust, and even longer if their only contacts with you are online. When people meet you in person, it can dramatically improve your relationship and trust level in a very short amount of time. Your authentic self shines through more easily in a face-to-face interaction than it does electronically.
As a result, a good way to enhance your real estate marketing is to use your electronic marketing – website, email, and social media – to invite people to your in-person events. These can be parties at your brokerage, holiday events you throw in a neighborhood, and more.
When you use your online marketing to invite people to meet you in person, you give yourself an opportunity to build a stronger relationship with prospects and increase your touchpoints and conversion results accordingly.
Share Your Offline Life in Your Online Real Estate Marketing
Another way of helping prospects feel like they really know who you are is to share your offline life in your online outreach. Whether it’s Facebook, Twitter, email, or your website, consider showing “behind the scenes” pictures. These don’t have to be extremely personal – they can be about your daily work at your office, if you like.
In the same vein, consider sharing about some of your funny moments, harmless mistakes, or other daily elements of life that will help your prospects know you as a person. Anything from “Quote of the Day: in the car my daughter said..” to “Completely dropped the poster while I was at the top of the ladder… where’s Inspector Gadget when you need him?” can add humor and humanity to your online persona.
Similar to meeting you in person, showing this kind of humanity online will help prospects feel they know you better and can trust you more readily. This will help them feel comfortable signing up for more interaction, digging deeper into your content, and reaching out to you.
In real estate marketing, you don’t have to choose between online marketing and offline outreach. You can use the two together, in ways that grow both sides while increasing your presence, trustworthiness, and professional image.
How do you combine online and offline real estate marketing? Share in the comments!