Note: Retention of current clients and getting referrals from their network will do more for you in the long run than any marketing campaign could ever run.
Real Estate is almost purely “marketing’. Yet, when it comes to a “sales-based” profession like real estate, agents often think of marketing either as a task beyond, or different from their daily activities. They may even think that it’s a skill that that requires a lot of money, time or education to do successfully.
But because you’re technically running your own business as an agent, it’s even more important to balance all of your talents and put good marketing to use, in your day-to-day tasks
Here are three major things you should be thinking about to build your business from a marketing perspective:
The first piece that may be a no-brainer is present your listing as best as you possibly can. Whether its an investment property, home, apartment rental or whatever it is you’re trying to make someone transact on, that is your product, and the potential customer needs to be convinced that it’s right for them.
But before you even get to show how good of a salesperson you are, you need to market your listing effectively.
Getting quality content is where to start in this process. Set a standard for yourself. Clean up the property (if you can) and as nice as you can, and absolutely get good camera shots and video. If possible, include renderings, walkthroughs and even drone footage if you really want to wow people.
You should show your clients the “lifestyle” around where you’re marketing to them. So you may want to make sure you’re also capturing content of the surrounding neighborhoods. The retail activities and landmarks help to really give people a sense of how they would fit into the nee property.
From there, it’s all about getting the word out. Of course, there are the usual platforms where people search for real estate, but you can also get creative — whether that’s through digital marketing via pay-per-click advertising on search engines and paid targeted advertising on social media, Google…etc
Think of marketing as inbound and outbound — people are definitely looking for a particular type of product you might have, but you can also be marketing to them when they’re not looking. The best way to do that is to advertise who you are as an agent and the services you provide, so that when they are looking, your name will be the first to pop into their head.
Again, content is where to start here. If you can, make a list of your points of difference, what content relates to that and how you want to represent yourself and your professional brand.
Get good and well-done photos, videos and messaging together, and begin to let the world know what you stand for through your client network and on Whatsapp, Facebook, Twitter and LinkedIn, Facebook groups,
Are you an expert in a certain neighborhood? Do you take amazing photography of listings?
As an agent, the more you drill down into who you really are and the more you can show that, the more people it will resonate with.
You should analyze what works best and refine your communication to be the best it can be.
From my days at creating all sorts of marketing campaigns, the first question I always ask is “Does the product work?”
If it doesn’t, even the best marketing in the world won’t save it from going under in the long run.
Take that and relate it to the way you do business. Be good at what you do — know about your Real Estate product, read the news about what’s going on in the market, and listen to what’s best for your client.
Be smart. Be kind. Create lasting relationships with your clients that go beyond the transaction that’s in front of you, whether that’s with buying some gifts or just calling to say hello.
Remember that you are your own business. Retention of current clients and referrals through their experiences will do more for you in the long run than any campaign ever could — and that’s what good marketing is all about.