A Real Estate Agent’s Guide to Marketing
Your success as a real estate agent is directly linked to your ability to market yourself effectively—PIP is here to help you accomplish this every step of the way.
The very first thing you need is the business card.
It’s true that first impressions are lasting. A memorable, impressive business card is the first reflection of who you are and what you’re capable of. It can set you apart from the rest.
Be active on Social Media.
This is your opportunity to show who you are as a person, what interests you, and what is important to you. This helps to build a relationship of trust with buyers before you even meet them. The more relevant and present you are on social media, the more likely they are to choose you.
The market is flooded with real estate agents. How are you different? What makes YOU the one a potential client should work with?
Your marketing must set you apart from the rest. You want to educate your potential clients so you empower them with the ability to make informed decisions. When you provide the education, they see you as the expert and they will come back to you when they have questions or are ready to make a decision. Differentiation is your key to success.
Whitepapers / email Newsletters / Downloadable Content
You can require basic contact information prior to downloading a free Whitepaper or eBook—they get their free content, you get a lead to follow up with. Same goes for email Newsletters—they want free info, you get a contact. On your blog, you could provide the option to make notable posts downloadable in exchange for an email address. This will increase your inbound leads and new email subscribers.
Every Door Direct Mail
Every Door Direct Mail (EDDM) is a U.S. Postal Service program that enables businesses to send mail pieces, with discounted postage, to selected geographic areas or zip codes of their choosing, anywhere in the country. You can target apartment complexes, for example, to focus on renters who might consider buying over paying rent. It’s also an effective way to reach everyone in a specific community to let them know about open houses or special events in their specific area. This is a full service that PIP provides.
Find Your Instagram Audience
If you can find a way to tell your brand story with beautiful, captivating images and clever captions, you can find an audience on Instagram. Unlike Facebook, LinkedIn, YouTube, Twitter or Pinterest, Instagram is a mobile-first app — the only top mobile app that began as a mobile platform, rather than as a website. But before you jump in, you should understand that Instagram is a unique community. That means copying the same ads you use for Facebook may not always be the best strategy.
High quality content is one of the most valuable currencies on the Internet today. You need to provide value to your services by producing exceptional, well-written blog posts, sharing informative industry-specific articles, high quality HD videos, infographics showcasing interesting data relevant to your clients, and any other educational content that can capture attention from prospects. High quality content helps you to build an audience, create trust, and build relationships with your clients.
Send useful information, not just self-promoting—while you do need to build their confidence in you, part of that will come naturally when you put the client first. Don’t make it all about you—THEY are the ones making a huge purchase here and that’s a big deal to them! Give them the tools they need to make an educated decision. Be their expert they come to for questions and advice. Become their personal consultant and business partner.
Beautiful photos, candid photos, and short videos (less than 3 minutes) have been proven to increase engagement with your followers. Showcase open houses and events, but also show your fun side occasionally to keep that relatable personal image intact. Use hashtags/key words wisely and generously so you are easily found. Consider encouraging your clients to share their photos on your sites to keep them interacting with you.
An online real estate blog is a great way to drive traffic. But, have specific content in a particular area of expertise so you don’t get lost in the shuffle. Blogs can have a massive impact on your SEO (search engine optimization) and social media visibility. Be sure to cross-promote your blog posts on social media and social media posts on your blogs. Be consistent—Google rewards frequent bloggers by zooming their fresh content to the top of its search engine.
The DMA defines Integrated Marketing as an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer.
Marketing collateral is an umbrella term that refers to the collection of printed media used to make the sales effort easier and more effective. Whether you hand it out, mail it, or it is picked up from a countertop or trade show booth, collateral is meant to educate a potential customer by providing details about the products and services you sell. Generally speaking, collateral is tangible media, such as brochures, business cards, newsletters, fliers, and sell sheets.
While it’s true that you can find some cheap signs online, the quality of your marketing materials is a direct reflection of the value you place on your business, what you’re selling, and the kind of clients you want to attract. Signage provides one of the first impressions people form about your business. Make sure your signage and other marketing collateral provide brand image integrity and consistency. There should be no question who you are, who you represent, and how to contact you.
Unlike more costly media, vehicle wraps work for you 24/7, 365 days per year, for up to five years, making the actual amortized investment manageable for most small businesses—a few dollars per day, by some estimates. Vehicle wraps offer the lowest cost-per-impression of any form of advertising. Depending on city and population size, a single vehicle wrap can generate between 30,000 and 70,000 daily impressions.
Videos & Virtual Tours—Critical in Real Estate
Today’s real estate consumer is more visually oriented than ever before and expects to find quality video content when looking for a home online. This YouTube Generation of real estate buyers and sellers is forcing real estate agents to not only become web savvy but also understand the basics of search engine optimization (SEO) and incorporate video into their marketing plans.
Elaine Vail is a marketing solutions consultant for PIP Printing, Marketing & SignWorks and focuses on helping companies throughout Florida and across the nation grow their businesses. She is also a member of the Lake Nona Regional Chamber of Commerce in Orlando, Florida.
For a FREE copy of our full-color, 14-page eBook with more details & tips on all of these concepts, send an email to firstname.lastname@example.org with your request.