Are You Fighting Offline Marketing? I Fought Online & Look Who Won!!

By
Services for Real Estate Pros with RE/MAX Executive Realty 104763
https://activerain.com/droplet/5dFG

 

Is online marketing creating laziness within the real estate industry? I continually remind myself of the fact that all potential clients ARE NOT ONLINE.

We must be well-versed with the basics of online marketing and SEO today, and for that, I thank Katerina Gasset. I know just enough to survive online, and I use online marketing to complement what I do offline.

Ah, the best of both worlds. Because my offline marketing is more plentiful than online, my costs are higher. I’m not sure my phone would ring as much as it does, if those ratios were reversed!

The way it works for me is the postcard and/or the newspaper marketing shakes that fruit from the tree.  However, before that phone call is made, the potential client does a search online for a variety of keywords that apply to that potential client. The online marketing is the “final close.”

How do we know this information? The team members ask when they are “face to face.” They see the postcards, and usually there are many of them saved!! The story of what followed and complemented those postcards is then shared. 

Agents may not use print marketing to complement their online marketing, but I’m confident most agents DO use both online and offline to go “full circle” with targeting everyone! 

Networking; personal referrals from past clients; Door knocking; and Cold Calling may be methods of choice for offline marketing.  I’ll spend the money, before I have a door slammed in my face!!

One method of marketing is never enough to survive and prosper in the real estate business. Of course, prosperity is not always in the forefront of every agent’s thought process. 

That was always a flaw in my personality and continues to be. I wanted all of it. I’ll admit, I did fight the Internet, and the Internet won.  How many fight “back to basics?” That method is not the most popular today, so “the agents usually win”…. Or do they???

Just a thought for the moment…..

Posted by

       

Barbara Todaro

Marketing Agent for The Todaro Team

308 W. Central St...suite E

Franklin, MA 02038

508-918-9148

Exclusive Marketing Agent for The Todaro Team

 

             Copyright © 2009 - 2019 Barbara Todaro

                               All Rights Reserved



 

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Re-Blogged 2 times:

Re-Blogged By Re-Blogged At
  1. Brian England 08/07/2018 07:21 AM
  2. Dagny Eason 08/07/2018 06:30 PM
  3. Fred Griffin, on leave of absence from ActiveRain 08/11/2018 02:24 PM
Topic:
Real Estate Sales and Marketing
Groups:
The Art Of Marketing You
Bartender, Make it a Double
Old Farts Club

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Rainmaker
705,051
Richard Bazinet /MBA, CRS, ABR
West USA Realty - Scottsdale, AZ
Phoenix Scottsdale. Sellers, Buyers & Relocations

Excellent post my friend Barbara. Off-line marketing is VERY effective. I'm conducting a campaign as we speak right now....

Aug 07, 2018 03:02 PM #36
Rainmaker
519,732
Hella M. Rothwell, Broker/Realtor®
Carmel by the Sea, CA
Rothwell Realty Inc. CA#01968433 Carmel-by-the-Sea

Clients have come to me through all kinds of marketing, or the message they saw in the marketing, or whatever. My strategy is to have one major new marketing effort per year that is costing me a chunk of money, and a whole bunch of marketing that is relatively inexpensive. Add my networking efforts face-to-face which has been really pretty impressive even for me this year, and business comes "out of the blue". I'm not all about the bottom line, either, real estate is a "lifestyle" for me that this year also includes swimming first thing every morning and tennis several times during the week. I'm all about "service", my clients know I'm an early riser and they can call me until fairly late in the evening. Having said all that, ONLINE capabilities is a must when it comes to finding information or getting things done and quickly. PS. My market which is pretty much nothing under $500,000 and more often than not over $1 Million, it is super competitive and doing a mailer doesn't cut it. Heavy and steady pricy print advertising will do it. Door knocking? 2/3 of the homes in Carmel-by-the-Sea are second/third/fourth homes.

Aug 07, 2018 04:55 PM #37
Rainmaker
2,454,339
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

Another of Barbara Todaro 's just a thought series...

Aug 07, 2018 05:09 PM #38
Rainmaker
871,274
Elyse Berman, PA
Best Connections Realty, Inc. - Boca Raton, FL
Boca Raton FL (561) 716-7824 CRS, ABR, GRI,ePR

Congrats on the feature Barbara Todaro !  The internet, although here to stay, is not enough.  Direct mailings never worked well for me and newspapers here are but a few pages these days.  I found that getting out face-to-face and getting involved was a better idea.  Besides, I enjoy it.

Aug 07, 2018 05:54 PM #39
Rainer
86,414
Mike Kelly,CRS,CIPS
The MJKelly Team - Santa Rosa, CA
"One of Sonoma County's Natural Resources"

Plus we haven't even touched on "Big Data" and "smart-marketing". The issue is they all think they can "take-over" the Realtors turf. With folks selling every 9 to 10 years there is always a steep learning curve for the new Seller. Of course you can always have a Zillow tell you how much your home is worth and a "alternative" RE model sell it for you--but HOW much money do you REALLY want to leave on the table?

Aug 07, 2018 06:21 PM #40
Rainmaker
1,776,546
Lottie Kendall
Compass - San Francisco, CA
Helping make your real estate dreams a reality

Barbara, one the traits I so admire about you is that you never shy away from new things, be they online marketing or your gym goals! 

Aug 07, 2018 06:59 PM #41
Ambassador
2,212,560
Wanda Kubat-Nerdin - Wanda Can!
Prado Real Estate South - St. George, UT
So Utah Residential, Referral & Relocation REALTOR

Quarterly mailings, Just Listed & Just Sold postcards and staying in front of past clients works Barbara! Fantastic reminder that it takes more than one type of advertising and marketing to remain successful. Congrats on the gold star!

Aug 07, 2018 07:00 PM #42
Rainmaker
1,537,029
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Wise advice as always, Barbara. I think some agents don't realize that not everyone is glued to a computer or a phone screen all day. Your integrated approach catches everyone who can read, and each of your efforts supports and builds on the others.

Aug 07, 2018 08:26 PM #43
Ambassador
3,310,240
Debe Maxwell, CRS
www.iCharlotteHomes.com | The Maxwell House Group | RE/MAX Executive | (704) 491-3310 - Charlotte, NC
Charlotte Homes for Sale - Charlotte Neighborhoods

Oh yes! Wonderful post, Barbara and I agree with you wholeheartedly. I believe that a little of this and a little of a couple of other things, rounds out success.

We have to remain consistent and continuously evaluate our methods, tweak the ones that need tweaking and ramp up the ones that are working for us. It's a moving target every quarter but, that's what makes what we do enjoyable to me!

Aug 07, 2018 10:22 PM #44
Rainmaker
151,441
Eva B. Liland with Century 21 Doug Anderson
Century 21 Doug Anderson - Lancaster, CA
Glad to be of Service

I get my online leads from various sources, Zillow being one of them. That is from always having listings but my main source of leads is being active in the community AND doing personal mailers. I just did one last Thursday, 211 mailings, 3 responses, all good, yeah!

Aug 07, 2018 11:02 PM #45
Rainmaker
2,761,635
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

I'm going through your answers and getting thoroughly inspired since yesterday! Wishing you all the good fortune!

Aug 07, 2018 11:10 PM #46
Rainmaker
1,521,497
Amanda S. Davidson
Amanda Davidson Real Estate Group Brokered By eXp Realty - Alexandria, VA
Alexandria Virginia Homes For Sale

Good morning Barbara, I think a mix of marketing is important. Nurturing my sphere is the majority of my business but, for my team direct mail, online marketing, paid leads etc. all have their place. It keeps a steady stream flowing in. You're right, direct mail may be more expensive but, it works! 

Aug 08, 2018 04:48 AM #47
Rainer
341,796
Raymond Denton
Homesmart / Evergreen Realty - Irvine, CA
Shady Canyon Specialist

During the past 18 months 100% of our marketing has been online, and its worked well.  I have six strategies designed to compliment the online effort, but haven't used any of them yet.

Aug 08, 2018 08:42 AM #48
Rainer
283,571
Ron Aguilar
Continental Mortgage - Saint George, UT
Mortgage & Real Estate Advisor since 1995

Lead aggregation online is not hard to get today. You have Offline, Online, SOI, etc. When someone raises their hand very slightly, many agents get excited. The point of actual contact will involve human interaction and that is done by talking. In short: learn to use your phone and talk to them and keep trying until you do, although you probably hate rejection cuz everybody does. 

Aug 08, 2018 08:55 AM #49
Rainmaker
399,953
Matthew Klinowski, PA
Downing-Frye - Naples, FL
Golf Community Real Estate Specialist

There is no silver bullet to success in real estate, especially when it comes to marketing.  I use both on-line and print advertising.  The ratio you use may depend on your business model.  If you primarily work with buyers you will likely benefit from more on-line advertising than print.  Or if you prefer to work the listing side, then you may have a more balanced marketing approach between print and web.  Either way, these efforts only open the door. It's up to you to get on the phone and confirm why you are the best person for the potential client to work with.

Aug 09, 2018 03:33 AM #50
Rainmaker
1,051,946
Steve Loynd
Alpine Lakes Real Estate Inc., - Lincoln, NH
800-926-5653, White Mountains NH

That healthy mix wins in starting the conversation, what we do after initial contact is what turns talk in to Transactions. You sure got that right!!

Aug 09, 2018 07:02 AM #51
Rainmaker
4,988,926
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Hi Steve Loynd I hope all is well with you.... tough market here but we're holding our own!!! picked up a big account... plenty of listings.... everyone needs one!!!

Aug 09, 2018 07:04 AM #52
Rainmaker
578,649
Pat Starnes-Front Gate Realty
Front Gate Real Estate - Brandon, MS
601-991-2900 Office; 601-278-4513 Cell

I put my prospecting letters in the mail last week, Barbara. One agent in my office commented about how much I was spending in postage. So what? I was targeting a specific neighborhood where I have a buyer. You do what you need to...

Aug 09, 2018 12:43 PM #53
Rainer
213,391
Pete Baranowsky Jr
The Castle Team at Maximum One Realty Greater Atlanata - Dallas, GA
Selling Good Homes, Priced Right, Quickly

Barbara Todaro Thank you for your example that works, just keep on keeping on

Aug 10, 2018 08:44 AM #54
Rainmaker
790,460
Kevin Mackessy
Blue Olive Properties, LLC - Highlands Ranch, CO
Dedicated. Qualified. Local.

We have definitely continued to mail thank you cards, and set up happy hours once a month.  That face to face contact goes a long way in establishing a relationship with people.  

Aug 10, 2018 10:11 AM #55
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