Creative Real Estate Marketing Ideas

Coming up with creative marketing ideas and putting them into action can be a catalyst for attracting more clients and differentiating yourself from other real estate professionals in your market. While not every creative real estate marketing idea is going to be a game changer, approaching marketing from a unique angle can give you a strong competitive edge in the marketplace.

Using the same marketing techniques as everyone else in town can still generate some real estate leads and increase your visibility and name recognition, but it may not get as much traction as using marketing strategies that are more unique, original, and creative.

Cultivating an awareness of what’s going on, in terms of local events, special occasions, and news is a good starting point for identifying opportunities for creative real estate marketing.

The news story in my community that gave me the idea for this blog post, this morning, was the fact that our local high school was designated as one of the top high schools in America by Newsweek Magazine. This type of national recognition presents a couple potential public relations and marketing opportunities for real estate agents in this area.

Obviously having one of the top high schools in the nation in your backyard is a great selling point when marketing real estate, but it can also be used as a tactic to draw positive attention to you as a local real estate agent. Here are a couple potential marketing ideas off the top of my head that you could use to tie in with positive community news, such as having your high school designated as one of the best in the country (for preparing students for college):

  • Write a letter to the editor of your local newspaper congratulating the high school on its accomplishments and expressing your pride at being part of a school district that fosters excellence (or something to that effect). Whether or not you decide to mention that you’re a local real estate agent in the letter is up to you, but, either way, you’re still getting your name in front of a lot of people in a positive way. Key ingredients to doing this strategy effectively would include genuine sincerity and a degree of subtlety. If it smacks of self promotion, then any potential public relations benefits that could accrue to you would probably be negated.
  • Write a blog post and/or article on your website about the recognition your school district has received and the overall desirability of raising a family in your city or community. From an SEO standpoint, you might even consider including frequently searched-for keywords in your title and the body of your article, such as “Best Places to Live in [fill in your state].” In addition to possibly getting some local exposure, you could also potentially reel in real estate prospects from other areas of the country looking to relocate to your city or region.

One of the secrets to coming up with creative real estate marketing ideas is to pay attention to local news–especially “soft news”– and publicly recognize or participate in positive things happening in your community. An even better idea would be to initiate, organize, and publicize a local fund drive, charitable event, or awareness-raising campaign for a worthy cause. That way, people in need get helped and your public image as a local real estate professional gets a boost. That’s a prime example of a “win-win” situation.

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Real Estate Marketing Ideas That Have Worked for Decades

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REAL ESTATE FLYERS: Click here for easy-to-use, professional-looking flyer templates
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Although dozens of new real estate marketing techniques have emerged in the past decade, effective real estate marketing still depends on the same principles that were true 50 years ago. A lot of it boils down to things like basic human psychology and interpersonal communication skills.

  • Prospective clients appreciate real estate agents who exude positive energy, are solution oriented, and “go the extra mile”. One characteristic of successful real estate agents is their ability to engage people in conversation and find out what their needs, interests, and problems are. They key, of course, is to do it in a natural, non-intrusive way. When you know what people need or want, you’re in a position to follow up with them– either by e-mail, phone, snail mail, or in person. By following up on a conversation with a relevant or helpful web address, article, coupon, or referral, you’ll immediately stand out as someone who’s helpful and actually follows through with what they say they’re going to do. Helping people in either small or large ways is an excellent way to make an indelible positive impression on them and stand out from the dozens of other real estate agents you’re competing with. The prerequisites for excelling in this skill is that you genuinely like people and are alert to opportunities to help them achieve their goals, solve problems, or get more out of life.
  • One of the most valuable talents a real estate agent can cultivate is the ability to establish rapport with clients and potential referral sources. When you can establish a personal connection with people, either by discovering things you both have in common or making them feel appreciated or important, than you’re miles ahead of other real estate agents in your market.
  • Since most people are busy, distracted, overwhelmed, and skeptical, effective real estate marketing has to accomplish several things. First of all, it has to catch your prospects’ attention –and there are dozens of ways to do that. Strategies for catching people’s attention range from being highly visible in different media… to sending out effective real estate postcards or letters of introduction. Devices such as catchy slogans, compelling headlines, offering helpful information, and speaking directly to your prospects’ needs and desires can make a difference in getting noticed. In real estate postcard marketing, one approach to consider might involve sending out picture postcards that are humorous, cute, breathtaking, moving, poignant, or make people do a “double take.” The key to getting noticed is to be distinctive in a positive way.

Well, that’s my “food for thought” on the topic of real estate marketing for today! I invite you to follow this blog or check back soon to see what other real estate marketing ideas have been percolating in my brain.

brain

–Joel

prowriter30years@yahoo.com

BTW… Check out a few informative real estate marketing articles I posted on my website, Marketing Survival Kit :

  1. Social Media Marketing Tactics for Real Estate Agents
  2. Tips on Writing Effective Real Estate Marketing Letters
  3. Seven Reasons Your Listing Is Still On the Market (and what to do about it)
  4. How to Attract More Real Estate Clients
  5. Post Card Marketing Strategies
  6. Ideas For Generating Real Estate Referrals

Other Real Estate Marketing Tools and Resources:

P.S.: Visit this site for a free real estate flyer sample.

Note: I am affiliated with some of the above referenced products.

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Improve Your Real Estate Direct Mail Marketing Results

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REAL ESTATE FLYERS: Click here for easy-to-use, professional-looking flyer templates
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Do you have any self-defeating beliefs or misconceptions about real estate marketing that could be sabotaging your income potential? One of the biggest barriers to realizing your own personal potential is beliefs you’ve adopted at some point in your life that are based on a false premise. The following are what I believe to be misconceptions about real estate marketing.

False Assumption: “Real estate marketing letters and postcards do not generate leads.”

The Truth About Direct Mail Marketing (IMO): If postcards or real estate marketing letters are not producing results, don’t blame the messenger! Lack of response from your farming area or prospect list is probably the result of one of the following issues:

  1. Your mailing didn’t reach enough people. Successful sales and marketing of any kind is a “numbers game” and is partly based on the law of averages: If enough qualified prospects see your marketing message and it’s an effective one, then it should result in inquiries, real estate leads, and sales.
  2. Your marketing letter or postcard was ignored because it failed to grab your prospects’ attention OR it failed to address their specific real estate needs, goals, or problems. Here’s why this is necessary: When you stop and think about it, we are all inundated with an overwhelming number of ads, sales pitches, offers, and commercial messages on a daily basis. For obvious reasons, most of us tend to tune out and filter the vast majority of those messages–many of which are irrelevant to us. From a real estate marketing standpoint, three ways to get past these mental filters is to catch your prospects’ attention, speak directly to their needs and desires, and position yourself as the answer to their needs.

Negative Assumption: “Why send multiple mailings to the same prospect? If they were interested in my services, they would have responded to my first letter/postcard”

The Truth About Multiple Mailings: Most but not all real estate agents realize that it’s necessary–more often than not– to make multiple contacts with an individual before that prospect even considers signing on with a particular real estate agent or inquiring about their marketing services, listings, or availability.

Multiple mailings over a period of time –either postal or e-mail– can help break the ice with a prospect, raise your visibility, and enhance your “recognition factor.” It also ties in with the the marketing concept of “top of mind awareness.” You can’t predict when a real estate prospect will need your services, but you DO want to be the first agent or Realtor they think of (and call) when they ARE ready to buy or sell a home. People’s circumstances change over time–sometimes suddenly–so it pays to stay in contact with qualified prospects.

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Need marketing tools and lead generation techniques? Here are some real estate marketing templates and e-books* that can help improve your direct mail marketing results:

 

 

 

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*Note: I am affiliated with some of the above referenced products.

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Successful Real Estate Marketing Boils Down to 4 Principles

Why don’t more real estate agents achieve a higher level of success in generating leads, acquiring clients, selling property, and being a top producer? The answer probably lies somewhere between the complexities of human psychology and variations in market conditions. That being said, I believe the secret to maximizing your sales and achieving marketing success is contained in these four central ideas:

  1. Perception is Everything. The way you brand yourself and the image you project to clients, prospects, and the general public has everything to do with your marketability and success as a real estate agent.
  2. Top of Mind Awareness is Paramount. You never know when people on your prospect list or in your real estate farming area are going to be ready to buy or sell real estate. That’s why it’s necessary to stay in contact with them on a regular basis. When they’re ready, you want to make sure you’re the first real estate agent or Realtor they think of and call (And, when they think of you, you want them to have positive feelings, of course, about your personality, how helpful and service-oriented you are, and your resourcefulness in marketing real estate.) Keeping in touch with real estate prospects can be accomplished using real estate marketing tools, such as the following: marketing letters, postcard marketing, real estate marketing flyers, and e-mail marketing.
  3. Persistence Breaks Down Resistance. That used to be my father’s mantra, and he would say it so often that it became a hackneyed cliche in my family. (I should mention though that he did achieve success in the sales and marketing field and passed along some worthwhile ideas to me.) Persistence needs to be accompanied, of course, by a sensible marketing plan and a willingness to modify your approach if it’s not producing the desired results. Having an underlying attitude of persistence, combined with a strong, resilient sense of self belief, can really go a long way toward the achievement of goals in real estate marketing and sales.
  4. How You Communicate With Yourself makes all the difference! I got that idea from Tony Robbins and it’s something we all need to remind ourselves of on a daily basis. To develop our highest potential and get the most out of life, we need to obliterate all negative self-talk and replace it with positive, encouraging, and nurturing messages. When you’re kind and encouraging to yourself, it becomes a lot easier to project a positive, magnetic image to other people — and that ties in with items #1 and 2 on this list.

In some ways, real estate marketing is a lot like golf. Both could be considered “mental games”, except in real estate the stakes are much higher… unless, of course, you’re Tiger Woods!  In either case, you should make a point of enjoying the process, learning from your mistakes, and staying focused on continually improving — without putting too much pressure on yourself. (This idea was inspired by an article I just read in Golf Digest.)

Thanks for checking out my latest thoughts on marketing, motivation, and the game of life. If you’d like to be notified by email of future blog posts, click on the blue “follow” button to the right.

–Joel
prowriter30years@yahoo.com

Looking for More Real Estate Marketing Ideas & Marketing Tools?

 

 

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FYI: I have an affiliate relationship with the some of the above sites.

 

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How to Write an Engaging Real Estate Prospecting Letter

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REAL ESTATE FLYERS: Click here for easy-to-use, professional-looking flyer templates
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The most challenging aspect of writing a real estate marketing letter is figuring out how to start it. That’s where a lot of agents and Realtors get stuck. On one hand, you want to catch people’s attention, but you don’t want to sound “gimmicky” or come on too strong. A second major priority when crafting an effective real estate marketing letter is to establish a positive, logical flow to the message.

With these things in mind, I created the following example that could be used as the basis for writing a good prospecting letter. You’re welcome to incorporate these ideas into your own marketing letters, but I would strongly recommend customizing, personalizing, and elaborating on the bare-bones letter-writing ideas that I’ve offered below:

“When it comes to buying or selling a house in this uncertain real estate market, you can’t afford to make mistakes or miss opportunities. That’s why it’s so vitally important to sign on with a licensed real estate agent, like me, who’s tapped into local market conditions, financing requirements, and effective buyer/seller negotiating techniques.

By choosing me as your real estate agent, you not only get the benefit of my solid training, professional contacts, and marketing expertise, but you’ll also find me to be easy to work with, readily accessible, and highly motivated to produce the kind of results you’re looking for.

If relocation plans are in your future, I’d be happy to discuss some proactive strategies and marketing ideas that could help you move forward on your home buying or home selling goals. Feel free to call or e-mail me today to get started!”

I hope this basic sample of a real estate introduction letter will help you get the ball rolling with writing your own marketing letters to prospective clients in your area. The above example is intended to give you ideas on creating a positive tone and effectively structuring a real estate agent introduction letter. It is not necessarily meant to be used verbatim. (It’s too short and, of course, doesn’t include any personal information about you, like your experience, awards, your availability, specialized knowledge, or other strengths, qualifications, or personal traits you’d want to communicate to prospects.) Feel free to substitute or add your own selling points, personal touches, and competitive advantages when composing your real estate marketing letters.

Stay tuned for more brainstorming ideas, time-saving real estate templates, and real estate marketing tips!

–Joel
prowriter30years@yahoo.com

BTW…Here’s an article I posted on my website that will provide some additional insights on the topic of writing real estate prospecting letters:

Tips on Writing Effective Real Estate Marketing Letters

Looking for More Real Estate Marketing Ideas & Marketing Tools?

 

 

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FYI: I have an affiliate relationship with the some of the above sites.

 

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10 Strategies to Improve Your Real Estate Marketing Results

Desire is usually the starting point of achievement, but of course that desire has to be backed up by an effective action plan and enough optimism to fuel its eventual success. What should a real estate marketing action plan consist of? Other than using traditional networking techniques, continually expanding your contact list, and having a set of written goals to help keep you on track, here is a list of real estate marketing tools, resources, and ideas that could help you reach your goals faster:

  1. Modeling the success of other real estate agents and Realtors: Why reinvent the wheel when the business model of success for real estate agents has already been created? Granted, the effectiveness of certain sales and marketing techniques may depend on your personality, any self-limiting aspects of your personal belief system, the amount of competition in your market area, and other idiosyncrasies of your geographic location. Generally speaking though, if a real estate marketing strategy has worked for someone else–especially if they’re a local colleague or competitor of yours–chances are, it will work for you too. You might even be able to improve upon the results of the other real estate agent. One good starting point for modeling the success of others is an e-book and audio recording called “101 Ways To A Six Figure Income As A Real Estate Agent Toolkit.”*
  2. Real estate marketing newsletters: If you provide your prospects and clients with useful content on an ongoing basis, then they’ll have more of an inclination to read your material and view you as a real estate professional who really knows their stuff. Real estate newsletters can either be printed, e-mailed, or some combination thereof. Making sure to always include your contact information and various “calls to action” will help make your newsletters are an effective marketing tool.
  3. Marketing letters for introducing yourself or cultivating relationships: Many Realtors and real estate agents aren’t that comfortable with writing letters, so they may either do it too infrequently to be effective or the message itself may fail to get noticed or produce a response. Getting a kit of well-written real estate marketing letter templates can be one solution to these obstacles. Marketing letter templates shouldn’t be sent out “as is” because you’ll want to customize the boilerplate message to fit your geographic area, current marketing conditions, target audience, and your personality. However, prospecting letter templates can be a great time-saving tool and provide you with the framework for writing a professional-sounding, response-producing message.
  4. Real estate marketing flyers: Check out a previous blog post I wrote on this topic.
  5. Real estate marketing postcards: For insights into improving your postcard response rate, read my earlier blog post “Why Your Real Estate Marketing Postcards Do Not Get Read“.
  6. Real estate agent advertising: Throwing money into an advertising campaign can be a risky proposition if your ads aren’t effective or if they’re not being seen by enough qualified prospects. Although some agents and Realtors are successful in generating leads by advertising on websites like Craigslist, Zillow*, Trulia, Realtor.com, or Homes.com, the challenge is often differentiating yourself from the competition.
  7. Blogging
  8. Social media marketing
  9. Media relations and public relations
  10. Website marketing

The bottom line when it comes to real estate marketing is to identify the strategies that have the most potential for you, and then be persistent in following through with them on a regular basis. Also, have a willingness to revise, improve upon, and otherwise tweak your real estate marketing plan to continually generate better results.

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Feel free to post a relevant comment on this blog or contact me at prowriter30years@yahoo.com. Generic blog comments that don’t relate to the topic probably won’t be approved, but if you can add value to the post, I’d be happy to include your comments.

Looking for Real Estate Marketing Ideas & Marketing Tools?

 

 

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FYI: I have an affiliate relationship with the some of the above sites.

 

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Should Blogging Be Part of Your Real Estate Marketing Strategy?

The minute I wrote the headline for this blog post, I knew that I could not provide a completely unbiased, objective answer to that question. After all, if I didn’t think that blogging was a worthwhile aspect of an integrated marketing strategy, then I wouldn’t be banging away at my keyboard, right now.

There are plenty of misconceptions and preconceived notions out there about the value of blogging as a real estate marketing strategy, but–to borrow a phrase from the Wizard of Oz–detractors of blogging are mostly “victims of disorganized thinking.”

The art of blogging does have a bit of a public relations problem, but the reasons are glaringly obvious:

  1. A lot of blogs are poorly written, haphazardly organized, and prematurely abandoned
  2. Many bloggers tend to ramble about a subject and go off on too many tangents
  3. The word “blog” sounds too much like “blob”, so some people just have a hard time taking it seriously. :-)

However… in defense of blogging: The name of it is irrelevant.

A blob, I mean a blog, can be as informative, useful, provocative, or entertaining as you want it to be. Preconceived notions aside, blogging is simply an online publishing platform you can use to communicate with your target audience, share useful information with your real estate clients and prospects, and market yourself and your real estate services. It can help raise both your visibility and credibility in your community and real estate farming area. It can also be a potential way to get national exposure and connect with prospective clients from other parts of the country who are relocating to your city.

NOTE: One effective way to engage your blog visitors and promote your real estate listings and yourself is by making and posting videos. (All you need to get started is an iPhone or iPad and a few apps and accessories. More details here.*

Web-Based Real Estate Marketing

Blogging is kind of a no-brainer when it comes to Web-based real estate marketing because it’s free (or close to it), it’s user friendly (especially once you get the hang of it), and it’s one of several effective ways to position yourself as an expert–or at least a source of helpful information–about the topics of buying a home, selling a home, the real estate market, home staging, home loan financing, home ownership, and so on.

So the question is: “Should you include blogging in your overall and Web-based real estate marketing program?” The answer is a conditional “Yes!”

Why only a conditional yes? Well, if you’re one of those people who say “I hate writing” or “I’m terrible at writing”, then you’d be setting yourself up for failure by starting a blog. If you don’t enjoy writing and have at least a little confidence in your ability to express your thoughts and ideas in writing, then creating a blog would be an exercise in futility. If it’s too much of a chore, then it will peter out quickly.

On the other hand, if you enjoy writing and sharing your ideas with others, then blogging could be a worthwhile and productive facet of your real estate marketing efforts. Like real estate marketing itself, creating a blog will be as much of a success or failure as you make it.

Since I love writing and blogging, I can’t be totally objective about the subject, but I think blogging should be one of the cornerstones of a web-based real estate marketing program.

Thanks for checking out my latest “organized ramblings” on the topics of real estate marketing, web-based marketing, and the components of a real estate marketing plan. If you have any questions, feel free to e-mail me at prowriter30years@yahoo.com. By the way… in addition to this real estate marketing blog, I’ve also started another one at my Web site, Marketing Survival Kit. The blog is Sales & Marketing Ideas for Real Estate.

–Joel

Click here to learn about the advantages of advertising on Zillow.com*

Cost-Effective Real Estate Marketing Tools & Resources*:

  1. How to generate more real estate leads with post card mailings
  2. Real estate marketing manual with 100s of sample real estate ads
  3. Click here to get professional-looking real estate flyer templates

 

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*FYI: I am a compensated affiliate of the above-mentioned ebooks, marketing templates, advertising programs, and home study courses.

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