No matter the industry, if you’re in business for yourself, you’re responsible for marketing yourself. But in real estate, you’ve got to become a marketing master.
Because in addition to marketing your brand as an agent, you also have to market each property you’re selling. You could be the most diligent and resourceful real estate agent, but it won’t mean a thing if no one knows you exist. You could be sitting on the most unicorn apartment in the world, but unless you know how to get people in the door, no one is going to buy.
Sure, you might be able to live off the recommendations of friends and family for a little while. But eventually your laurels will lose their influence, connections will be exhausted, and you will be looking for ways to drum up more business. And, unless you already have a strong background in marketing, it’s likely you will feel under-prepared when the time comes. You might feel powerless to make business come your way. Marketing is the power to do just that.
So you don’t get stuck in a never-ending guessing game of trial and error, here are 5 simple habits you can implement into your marketing strategy to take your sales to the next level.
First, what not to do
Don’t rely on the dated tactics
It’s tempting to default to the methods that you’ve used in the past, but this is a surefire way to keep your marketing successes in the same place as your marketing tactics: in the past.
What to do instead:
- Follow top agents on social media and pay attention to the types of posts that are trending
- Stay up-to-date on the current trends, not only for best ways to promote, but also on the types of properties people are looking for.
- If you haven’t changed photographers in a while, maybe now’s the time. Or, talk with your photographer about trying a fresh approach.
Don’t forget a call to action
Here’s the scene:
You’ve just finished creating the materials for a big marketing campaign. You just got some new glossy photos, you’re looking like a badass agent, and your designer has created graphics to show that your brand is on point. Who wouldn’t want to work with you?
But, here’s the rub. No one can tell how to find you, what it is you can do for them, or what working with you looks like.
What to do instead:
Every piece of marketing, whether email, print, social media, etc., should include a call to action (often called a CTA for short). What type of call depends on the situation, but might include:
- A link or QR code to more information, such as a website or newsletter sign up
- A way to contact you directly, such as a phone number, email, or link to schedule a consult
Don’t waste money (on print)
From mailings to printed ads in publications, it’s easy to overspend on paper marketing.
What to do instead:
If you decide to use print for your marketing, make sure you have a strategy, and use it in concert with digital marketing. Recent statistics tout the value of print advertising, even in today’s digital world, but none of it matters if you’re not consistent and tactical.
Now that we’ve cleaned up those bad habits, let’s move on to the best practices.
Top 5 Marketing Tips for Top Real Estate Brokers
1. Brand for the future.
Any promotional content you create must have one eye on what’s trending now and one eye looking ahead. In other words, what you advertise about who you are now and what you do now should be consistent with who you will be and what you will be doing for the foreseeable future.
2. Always have a second and third pair of eyes on it.
Whether it’s a flier, an email, a post, or a video, at least one other person should have a look at it. Someone who knows what you’re about and has a good eye for detail is the best. If you know two people like that, even better.
3. Be direct.
You have about 2.5 seconds to grab someone’s attention. That’s 2.5 seconds to tell people what you do and entice them to find out more. So save the long testimonials and flowery language and give value fast.
4. Brokering is marketing.
Every time you have a client, remember that they are also a potential sponsor. Keep up with your lead generation, even after you complete a deal: make your calls, connect people to product or services that are of value. Happy customers will always be happy to refer you. Plus, it’s like constantly generating good juju for yourself and your business.
5. Get help.
This may not be an option for you, but if it is, get help with your marketing. Outsource entirely or hire a consultant to set up a workable strategy for you. Anything that will help you get out what you want to get out and establish a cadence.
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