Few Realtors® will achieve success without the implementation of an effective marketing campaign. Unfortunately, too many agents do not understand exactly what common pitfalls to avoid. Thus they end up building an under-performing marketing campaign.
If you are a seasoned Realtor® chances are that you have done a marketing campaign managed by either by yourself or through a third party. You knew it was the the right thing to do but despite your best efforts nothing phenomenal happened.
Believe me…it happens to the best of us. What’s important is to learn from our mistakes and use them as a compass to not repeat them.
That’s why I want you to learn the mistakes to avoid when planning and building your next campaign. So let’s answer the nagging question…
What Are The Five Major Mistakes Realtors® Make When Planning Their Marketing Campaign?
1. Failure to Establish a Specific Campaign’s Goals
If your answer to the above question is something like, “Um… More money?” your marketing strategy is in trouble even before you start.
Because there are so many different marketing platforms available both online and offline. From Facebook to flyers, you need to know which to pick based on what you want to get out of it.
Are you looking for more listings, more buyers, getting prospects on your email list, referrals from past customers, or just to get your name in front of a ton of people?
Since each marketing medium is different you have to form clear and measurable goals before starting your marketing campaigns. This step in the process also requires setting a budget and what your are willing to spend to obtain each lead or sale. (Cost Per Conversion)
2. Skipping The Process Required To Defining The Ideal Customer
Realtors® who are new to marketing often believe that if you advertise to everyone, you have a greater chance of getting people interested in your service. In truth, this doesn’t work. If you don’t know who would be the ideal consumer of what you have to offer, you have no idea where to focus your advertising efforts (and thus, your budget).
Your marketing strategy must be targeted to people who are most likely to make you money. For example, if you want to list single family homes occupied by empty nesters, you would not feature photos of millennials in your ads. Hint: You can have two or three versions of the same advertisement, to target different demographics.
Whichever the case, a good real estate marketing campaign will aim to speak to the specific concerns of your target demographic therefore creating interesting content.
3. Creating a Bland, Content-Poor and Non-Converting Website
Here is the hard truth: Even if you are able to get targeted visitors to your website, an ineffective landing page will cause your visitor to click away and never come back.
Just remember that giving your visitors something interesting to read or delivering a unique piece of content the moment they land on your page is essential for the next step which is lead capture.
Your website must have a lead capture mechanism of some kind. Weather it’s a delayed email opt-in pop-up or a tracking pixel, traffic to your site doesn’t necessarily translate into new clients.
If you are creating printed material for a marketing campaign, make sure its done by a professional printer and contains professional looking images. Hint: Canva is a great source for DIY flyers and graphics.
4. Clinging to Out-dated Internet Marketing Methods and Ignoring Mobile Friendly Platforms
Even if you build a digital marketing strategy that works from older methods, ignoring the latest options will limit your chances of success.
While reports and long articles can still attract both search engines and site visitors on desktop, an ever increasing number of people are accessing the Internet mostly from their smart phones or tablets.
This means having a functioning and responsive (one that resizes according to the device it is viewed on) page design is essential. Also, because of the small screens, bite-sized pieces of content on social media pages have become a powerful tool in 21st century real estate marketing campaigns. So take advantage of that by creating mobile optimized landing pages and use social media pages as promotional mediums.
5. Not Caring About Tracking and Measurement
If you do not track your marketing campaign’s performance you might as well be throwing money out of the window. But wait…you can fix that!
No matter what marketing strategy you decide implementing; every ad you place, link you share and promotional piece you produce should be tracked, measured, analyzed, and documented.
How else will you know if the link in your newsletter, for example, got more clicks than the ad on your blog? Make sure you track your marketing campaigns, analyze the results, stay flexible and you’ll increase your campaign’s ROI by identifying your most effective efforts.
Tracking can be done through Google Analytics, a tracking pixel, or by just asking where your prospect found you.
Before you start your next marketing campaign, print this page or save it to Evernote, or share it with your advertising manager. Your real estate advertising dollars will stretch further and be way more effective than shooting blindly in hopes of landing the next client.
This post was written by me: Noah Mandel and originally appeared on my Real Estate Blog - Winning Agent Mastermind