5 ideas for launching your actual property funnel advertising technique
Anyone who sells anything knows that more transactions lead to more sales. To do more transactions, you need more clients. And how do you get more customers? Find more leads.
So the trick is to get enough leads into your pipeline to meet your sales goals. We traditionally refer to this as the “marketing and sales funnel”. It looks something like this simplified version:
The top of the funnel is full of your contacts (sometimes called “prospects”): friends, acquaintances, family members, those who opened doors, knocked on, people who see your online advertisements, and so on . You may have relationships with some of these people. Some of them may be in your sphere of influence. Ultimately, however, you need to understand their plans, hopes, and situations. Are you planning to buy or sell a home this year? Next year? Do you have the financial means to buy or sell a home?
You probably don’t know. At best, you might be able to guess, but even that can be challenging.
Even so, you know you need leads. How will you ever build a pipeline without leads? And how will you ever make money without a robust pipeline?
It’s time to start marketing your early funnel contacts to build stable relationships. Here are five tips for early funnel marketing:
1. Do everything about relationship building.
Marketing to agents is about building a relationship. If someone is ready to buy but not ready to buy from you, it will not affect your bottom line. The goal here is to build a relationship so that when they are considering a purchase they will want to work with you.
2. Be consistent.
It takes time to come to mind. Be consistent with your marketing. A Facebook post here or there won’t cut it. Be active on social media. Have an email marketing strategy. Use direct marketing in various forms and channels.
3. Be patient.
Rome wasn’t built in a day, and neither will your brand be. You may get low hanging fruit, but often you have to trust the process. In general, it can take eight to nine “taps” for someone to actually take an action. We live in a noisy world. It takes time to become recognizable in the mess.
4th Segment, aim and repeat.
Don’t send the same message to everyone every time you send a message. When you know that someone is more likely to be a seller, your content is targeting home sales – and that goes for the buyers too. The key is to understand who your audience is and where they are, and then meet them there. I recommend creating profiles for each of your contacts (a phenomenal relationship building tool).
5. Use content marketing.
“Content Marketing” is a buzzword, but it’s popular because it works. Simply put, content marketing provides people with information that will help them understand a problem and develop a solution. The key element is that the content must be valuable to the reader or viewer.
Ask yourself, “Does this content help Contact X make better decisions?” If so, it’s relevant content. Remember to segment and target so that it meets a need.
Building a relationship takes time. It takes effort. Create user profiles by being observant, responsive, and helpful.
Jay Sherer is the co-founder and vice president of marketing at Hello Agent, a technology startup that analyzes real estate agent contacts to identify those who are most likely to buy or sell a home.
Email to Jay Sherer.