The Gurus are at it again: Quantity vs. Quality this is a counter point to a blog post I read the other day. Feel free to agree or disagree with my points just as I am disagreeing with part of the message of the writer. I am not trying to offend the person who wrote the post, I just do not agree with the “marketing advice” or should I say the message and the title, hence the reason for my post.
Needless to say the approach of throwing enough “stuff out to millions of people” mantra does not resonate with me. I totally understand if you are selling “toothbrushes, razor blades etc.….” this is a great way to increasing the sales volume. Selling “real property” as in Land, Single Family Residence, Condominiums, or Income Property, this mantra does not hold as much weight to me.
Clearly there are a few “destination places” in the country, similar to Beverly Hills, Malibu and the greater Los Angeles area, which might attract more of a worldwide interest. When it comes to purchasing Investment Property or even considering relocating to the greater Los Angeles area a larger exposure might be more beneficial in attracting clients. The reality is we have a worldwide interest to relocate to the Greater Los Angeles area, more so than other more remote or lesser known areas of the United States. Never the less I do not subscribe to this theory of increasing the client acquisitions by bombarding Facebook, Instagram or Twitter.
Just because there are:
- 1.5 BILLION people on Facebook
- 400 MILLION people on Instagram
- 320 MILLION people on Twitter
These figures do not necessarily translate to massive amount of additional listings or massive amount of buyers for the majority of Real Estate Practitioners. The fact that a local Realtor will reap the benefit of all the exposure is miniscule. Let’s be realistic, as an example: there have been many a discussion about the fact, that Facebook manipulates what your circle of influence “friends” see or do not see from your postings in real time or delayed time. Therefore, the odds are very unlikely that you will be in front of the massive numbers that most Gurus like to quote. (that is another subject for further discussion)
The bottom line for any Realtor or Real Estate Practitioner, is about Marketing and the Return on their Investment!
There are many different ways to accomplish this goal and some of it is done by blogs on Active Rain, Internet Exposure in business platforms such as LinkedIn. (another subject for discussion) The real issue is what an individual is comfortable with and enjoys doing to be successful! This will lead to successful client acquisitions.
There are many Active Rain Members I am friends with and contrary to popular belief they are very successful with networking and going or hosting networking events. They are comfortable with it and are successful with it even though it is 2016. They focus on it and consistently do it and clearly reap the benefit i.e.: the results from it. (in fairness to disclosure this is not my comfort zone)
Community Activities are still a way to get exposure, it is not “so 1990’ish” again there are countless examples in my market who participate and are very successful with it.
Others choose a Niche Market and get recognition for the knowledge they have and share with others. As an example one of my specialties is “vacant land in the greater Los Angeles area” and agents, buyers and sellers reach out to me, for my expertise.
When it comes to a Niche Market you want to be the go to person! Just because you have a business card that states that you are a “Luxury Real Estate Agent” that is not enough for the savvy luxury clients, you need to back it up with knowledge and marketing skills at a minimum.
My point is: you have to decide on how to gain the market share of the business you are targeting. That is the key and working it consistently, day in and day out. There are no Magic Bullets that accomplish this. One has to be learning, keeping up with the information such as the laws, the marketing, the list goes on and on. There has to be a comfort level, as well as vigilantly monitoring what works and what does not and then adjust the strategy accordingly.
I know a handful of Super Successful Realtors in Beverly Hills and they do not have a Social Media Presence, instead they are known for selling Luxury Homes and clients still reach out to them. Now keep in mind they have not taken 100 per cent of the Market share. If you are targeting the market share that they do not have, maybe you need to identify how you want to achieve it and go after it. I for one, do not believe that Facebook or Instagram is the way to do it.
I understand and appreciate the fact that is an inexpensive way to reach the masses, because all it takes is a little time and effort, but the issue is my target market is not a Billion + users. My target market is Developers, Investors from the low end to the Luxury and Ultra Luxury market. Hence I would be interested how many of them really would reach out to me because I sent something out on FB or Instagram? Just wondering out loud. So with that said: what is your target market?
I am confident that a targeted approach in generating Listings is more valuable than a scatter approach of blasting to millions of people that will never remember you or even take the next level and block your scatter approach to marketing...
The most important nugget I can give, when the opportunity is presented provide the best Client Service Imaginable, success will follow you! But what do I know? I am just a Beverly Hills Realtor who has a few niche market expertise!
If you are considering buying or selling a home, a luxury home, luxury investment real estate, luxury vacation homes, or luxury beach properties in Southern California, Los Angeles, Century City, Westwood, West Hollywood, Beverly Hills, Marina Del Rey, Venice or Malibu, feel free to contact me at310.486.1002 (m) or homes@endrebarath.com or visit one of my websites at http://www.endrebarath.com. I am a Pet Friendly Realtor and I contribute a portion of my commission to local animal rescue organizations
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