Do you feel like real estate marketing is complicated? Certainly there are a lot of various tactics, techniques, and activities involved in real estate marketing. But at its foundation, it’s simple.
There are actually only three fundamental focuses that make up real estate marketing. If you feel overwhelmed or don’t know where to start, consider taking just one step in each of these three areas.
#1: Print and Mail Marketing
Some Realtors® consider print and mail marketing “old school,” outdated, and too expensive to pursue. The truth is, direct mail still outperforms digital channels by a significant margin.
There’s so much less competition in the mailbox than the inbox it’s not even funny. You can’t afford to miss out. The return on your investment will be well worth it.
Here are a few ways to implement print and mail marketing:
- Farming. Farming is still a crucial way to build up your reputation and brand in target neighborhoods. With Every Door Direct Mail (EDDM) making it easy to target a community even without a mailing list, there’s no excuse not to farm!
- Flyers and Brochures. Having flyers and brochures that you distribute is another way to help your community get to know you. Think outside the box – you can put up flyers at various commercial locations, hand out brochures at a 5K or charity event, and more!
- Just Listed and Just Sold. By using a planned series of Just Listed and Just Sold postcards, you can build interest in listings, sell them quickly, and promote your success to new prospects. Win-win-win!
#2: Online Real Estate Marketing
Just like you can’t neglect print marketing, you can’t neglect online real estate marketing either. Buyer and sellers will both evaluate you based on your website and online reviews. You can’t be caught off guard.
Over 73% of all Americans go online on a daily basis, and 21% report being online “almost constantly.” Social media, email, and other online strategies are how you meet these prospects where they are – on the internet.
Here are a few ways to implement online real estate marketing:
- A Community Page. Having a community page on your website is an excellent way to become a go-to destination for prospects in your target neighborhoods. By listing new developments, community news, public events, and more, you can become the online expert in your target area.
- Create and Join Social Media Communities. Posting once in awhile on social media is fine, but it won’t move the needle on your business. Instead, make the most impact in the least amount of time by being part of targeted online communities. Is there a Facebook group dedicated to your city, state, or area? By joining and sharing regularly, you can build trust and find clients. If there isn’t, create one!
- Use Video. Video is a technique that helps move people beyond their goldfish-style attention span and commands their attention. By combining images and words, and verbal communication with nonverbal, you get the best of all world. Consider videos that showcase listings, show behind-the-scenes of your work, showcase testimonials, and more!
#3: In-Person Real Estate Marketing
Real estate is a personal business, and the best real estate marketing is focused and personal as well. Sometimes, you just have to physically be there.
Being personally present in target neighborhoods helps you be more than just a face online or in a brochure. It helps people make meaningful personal connections with you, and it’s the fastest way to help people know, like, and trust you.
Here are some ways to take advantage of in-person real estate marketing:
- Volunteer. It can be hard to authentically connect with people if they see you as a salesperson. Instead, get involved in volunteering and charity events so that you have a natural reason to spend time with people and get to know them. Sometimes moving outside the business bubble brings the best relationships.
- Serve in Local Politics. Being active in local politics has two benefits. Not only are you able to build relationships with influencers in your city, but you're also able to help make decisions that can be impactful to the real estate market in your area. By being active, you’re helping make a real difference.
- Sponsor Charity Events. By hosting or sponsoring charity events, you gain exposure for your real estate business in a way that matters to everyone in your community. Help sponsor a 5K or pancake breakfast or hold a fundraiser for your favorite organization. Being someone who gives back helps you build relationships and encourages others to like and trust you.
If you’ve been in real estate for a while, this article might have seemed a little basic. Let me encourage you – sometimes it pays to step back and look at the basics.
Realtors® busy themselves with dozens and dozens of techniques, tactics, and strategies to build their business and gain clients. Many of these aren’t valuable. By looking at the very basics of real estate marketing, you can evaluate which of your strategies fit in and earn you money, and which you should let go.
Let 2017 be the year you get back to basics, simplify your business, and focus on the systems that bring new clients and new cash into your real estate practice!
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