Real Estate Marketing Ideas That Have Worked for Decades

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 basic human psychology, interpersonal communication skills, and even the Law of Attraction.

  • 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 prerequisite for excelling in this is that you have to genuinely like people and you need to be 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.

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–Joel

prowriter30years@yahoo.com

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

Other Real Estate Marketing Tools and Resources:

 

 

 

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

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Improve Your Real Estate Direct Mail Marketing Results

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 inquiring about an agent’s marketing services, listings, or availability for a meeting.

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

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

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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Are FSBO Prospects Worth Your Time?

The headline of this blog post is a bit provocative because it suggests that FSBO prospects are not worth your time–which, for the most part, is far from the truth.

Many real estate agents and Realtors have preconceived notions about FSBO property sellers as a group, but the fact of the matter is this: People trying to sell their own home are as diverse of a target group as any other segment of the marketplace. Naturally, some FSBO prospects are going to stubbornly cling to their misconceptions about the value–or lack, thereof–of hiring a real estate professional to help them market their home. Fortunately, there are dozens, if not hundreds, of other home sellers in your real estate farming area who are more open minded and simply need to be educated about the advantages of working with a knowledgeable, motivated real estate pro.

Sometimes sending one or two personalized marketing letters, real estate postcards, or e-mails to FSBOs can help lower their sales resistance and persuade them to sign on with you. Many prospects who have convinced themselves that they can save money by marketing their own home don’t realize the many pitfalls of a DIY approach:

  • There’s a strong likelihood that they’ll either price their home too high or too low, both of which are losing propositions for them.
  • They don’t have the sales and marketing ability that you as a real estate professional bring to the table, so they’ll miss out on a lot of sales opportunities. Then, of course, there are those all-important real estate negotiating skills that a real estate agent or Realtor can provide.
  • Most FSBO home sellers will  overlook crucial aspects of successful real estate marketing, such as effective home staging, distributing professional-looking real estate flyers, and following up with potential buyers.

I could come up with a much longer list of advantages of using a real estate professional to market a home, but then I’d just be preaching to the choir, wouldn’t I?

One marketing tool which can help you with the process of convincing FSBO prospects to sign on with you is a set of real estate marketing templates available from a website I’m affiliated with. Included in this collection of 300 marketing letter templates  are dozens of prospecting letter examples that focus on the advantages of using a real estate professional to market homes. This real estate marketing kit also contains 22 templates that are specifically written to persuade FSBO sellers to hire a real estate agent to market their home.

Winning over FSBO prospects often comes down to timing, establishing rapport, or presenting them with a compelling case for rethinking their DIY strategy. In addition to clearly and succinctly listing reasons for using your real estate marketing services, it’s also vitally important to convey a sincere sense of optimism, a belief in yourself, and a proactive attitude towards real estate marketing. After all, nothing succeeds like success.

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Thank you for checking out my latest ideas and product offerings related to real estate marketing, business success, and sales strategies. Feel free to drop me a line if you have any questions, comments, or inquiries.

–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

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

More insights, strategies, and real estate marketing ideas can be found on my other blog: Sales & Marketing Ideas for Real Estate,

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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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