Marketing Strategies Every Real Estate Agent Should Use
Real estate marketing is as much about telling your story and differentiating yourself from other agents as it is about informing your audience about your offers and deals. Your business is about relationship building, so your marketing program should reflect that fact.
Here are some marketing strategies that should be part of any real estate agent’s business plan:
Increase video usage. A growing number of homebuyers are starting their search online, most of them using smartphones. Integrate live stream videos, text videos and social media videos. Use these short videos to build relationships by talking about you, your audiences, and the community you work in. Talk about market conditions and other real estate topics, but also try new restaurants, visit business owners, and take a stroll through this one new development. However, do not rely on your amateur material to promote your listings. Quick turnkey solutions can be fun, but leave the real estate marketing to the professional videographers.
Volunteers in your community. This may sound old school, but it still works and should be part of every agent’s marketing plan. Select one or two organizations and view them consistently. Be a conversation starter. One of the most common questions when getting to know other people is, “What industry do you work in?” Look for ways to share your knowledge. Everyone in the organization should know that you are a real estate agent, not just a handful of people.
Use only professional photos and videos for listings. While your smartphone is great for quick relationship building videos, your customers deserve professional photos and videos when it comes to marketing your offers. Look for professionals who specialize in real estate. Depending on the listing, you may also want to have drone videos made for an aerial shot.
Consider a chat service. When most potential buyers start their searches online, you want to be available to answer questions when they get to your website. However, it is difficult to be available 24/7 and shoppers get online any time of the day or night. Research from Inc. found that over 90 percent of online visitors are satisfied with a live chat experience.
Be mobile friendly. Most people use their tablet or smartphone to access the internet. Hence, it is imperative that your website is mobile ready, preferably by building a mobile version of your website. If your broker doesn’t provide one, consider developing a mobile app that will allow users to search for properties but that will offer your contact information as a local contact person.
Target your email follow-ups. Big emails are fine when distributing your newsletter or other general information. However, you can be miles ahead using targeting emails for prospects you’ve already spoken to. For example, if you know that a prospect is interested in smart home technology, send them a link for the latest information and some tips on vendors. Automated email campaigns serve a purpose, but should be complemented with more personalized messages.
Offer an e-book. Use your blog content to create a guide for buyers or sellers. You can create a general guide, as well as specific versions, on topics like how to furnish a home, save for a down payment, or steps in buying a home. You can also put together a community guide. Give away your e-books for free from your website in exchange for the email address and postcode of your web visitor.