Are you a real estate agent or Realtor® looking for ways to reach more prospects?
Discover why it makes dollars and sense to advertise on Zillow*
Advertising and marketing can either be a “lead-generating machine” or a “money-guzzling gremlin”. It all depends on how you approach it and whether you remain cognizant of some often-overlooked advertising and marketing principles. Here are a few concepts to bear in mind when developing your real estate agent marketing plan.
- “Sell the sizzle, not the steak”! All things being equal… real estate agents who understand that concept and use it in their real estate ads, presentations, and real estate marketing materials will achieve more bottom-line success than those who don’t. There’s a close correlation between understanding human nature and achieving success in real estate sales. By helping your clients imagine the pleasures of a crackling fire in fireplace on a cold winter night, the tranquility of a cozy breakfast nook, or the memorable family picnics and barbeques that can be enjoyed in a spacious back yard, you’re increasing the emotional appeal and marketability of every property you show, advertise, or describe in real estate marketing materials. Although this concept is often ignored or overlooked in real estate marketing, home-buying decisions are often made on the basis of emotional factors, rather than from cold, hard facts.
- “Out of sight, out of mind.” The ideal real estate agent marketing plan includes strategies for maintaining continuous visibility in your market area without exceeding your budget. Today, the options for real estate advertising and marketing are so numerous, that it can be mind-boggling to choose the strategies that are the best match for your budget, your comfort zone with Internet technology, and your local market. One thing’s for sure though: Since the majority of house hunters use the Internet to search for homes online, it’s beneficial–if not essential– to have a strong Internet presence. (Many of the ways to accomplish that objective are discussed in this real estate marketing blog.)
- Don’t ignore free or inexpensive marketing/advertising opportunities, such as blogging, sending out newsworthy press releases to local media outlets and websites, offering to be be a guest on radio interview programs, scheduling speaking engagements with local groups, posting free real estate ads on sites like Craigslist, and joining and being an active participant in Linkedin groups.
- Develop a real estate marketing plan –even a simple one, at first — to set marketing goals, establish an advertising budget, formulate an action plan, and identify your strengths/weaknesses/opportunities/and competitive threats (SWOT analysis). A real estate agent marketing plan can and should be revised, refined, and/or reviewed on monthly basis, so it’s always a “work in progress.” It doesn’t have to be perfect or conclusive– especially in the beginning– so why not begin creating an outline of your short-term and long-term advertising/marketing goals. Getting it on paper (or in a Word document) will help clarify your goals, your real estate marketing options, and what your action plan needs to consist of to strengthen your competitive position, expand your lead generation success, and boost your earning potential.
Suggested New Year’s resolution for 2015: If you don’t feel comfortable with email marketing or social media marketing, resolve to attend a local workshop or seminar on techniques for connecting with prospects and clients through Twitter, Facebook, Linkedin, Pinterest, and/or e-mail marketing. None of these activities should swallow up big chunks of your day, but, over time, they can help you cast a wider net and cultivate valuable relationships with new clients, referral sources, and others who can potentially advance your real estate career.
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*This blog features real estate advertising programs, realtor marketing strategies, real estate agent marketing templates, informational e-books, home study courses, software for writing real estate marketing letters, real estate flyer templates, and other cost-effective resources for real estate professionals. FYI: I am a compensated affiliate of these products and services.