5 Real Estate Marketing Do’s And Don’ts For 2022
In today’s increasingly online world, how do you grab your audience’s attention, improve your traffic, and share your authentic message? The rules of marketing are constantly changing; Here’s what you need to know for 2022.
Marketing to consumers in the housing industry is a unique challenge. Not only do they have the normal pretense of getting or keeping the audience’s attention, but they must also adhere to the rules of fair housing construction and state and national compliance regulations.
Here’s some food for thought as you navigate the uncharted waters of effective marketing plans now or in the future.
1. Create a cohesive, clear brand identity
Creating a central color theme for your marketing helps bring digital and print advertising together for the consumer.
Unpopular Opinion: Beware of “Girl Boss” or “Hustle Guru” overlays on your brand as this adds another layer of emotion and call to action that the consumer needs to understand.
You have seconds to get their attention. How much information are you trying to pack into these seconds? What is the main message?
2. Don’t skimp on professional photography
Don’t cut corners when it comes to listing presentations because of the fast turnaround times. The nicest promotional elements to give to your marketing team are high quality photography and video.
Premium photography looks great in print, on your website, and on your social media accounts. High quality photography can tell your business story better than any meme you upload for a laugh.
3. Don’t sit on the sidelines
The only way for your audience to get to know your personality is to have you be involved in the copy and presentation of your marketing.
Get off the field and offer your voice and ideas. Ready-made content only takes your content so far. Go the extra mile and take time for your marketing team to share your ideas and comment on content together.
4. Pay close attention to analysis
Find out the sales metrics and advertising budgets for today’s digital platforms. Don’t rely on budget information that you read online five years ago. Ask for examples of how you can improve your results and be ready to try new things.
The content you created last week might have a different performance this week. Stay involved in your insights. Review digital insights when running snail mail campaigns to measure impact. Check the traffic on your personal website. Take the time to analyze the numbers behind your marketing for better results.
5. Stay above the fight
Marketing and public relations go hand in hand, but are often two different work processes. The agent and broker are the first lines of defense when it comes to personal reputation management.
The Code of Ethics provides clear instructions and guidance on what to expect from an agent, but it is up to the agent to survive the battle, both personally and professionally.
Make sure your marketing team has written instructions about the content they create and regularly review your personal interactions online. It has been said too many times, but it is worth saying again. Every text message, voicemail, picture, social media post, etc. could one day have to be explained in court.
There are three main topics that you and your team need to consider as they prepare for the near future. How inflation affects the budget, how consumer behavior adapts to market conditions, and how best to adapt to changes in SEO and social media algorithms.
Listen to your team when it comes to their challenges and join in. If you are concerned about advertising costs soaring, make sure you follow up.
Finally, invest in a database that the marketing team can tie in to their results. Many agents have leads and interactions in different locations, so it’s difficult to get a clear picture of how effective marketing is. Accountability will be key to audience retention in the months to come. Are you ready to make the change?
During the daytime, Rachael Hite helps agents develop their business. She tweets and blogs at night. Don’t hesitate to tweet her @rachaelhite.