You may become overwhelmed by the sheer volume of digital ways to reach potential buyers and sellers, but how do you know where to invest your time and money? Which one is best for you?
Most of the training you have, prior to becoming a real estate agent focuses on technical terms including depreciation, contracts, mortgages and amortization. While those are important, there's a world of marketing training that's yet untapped. Taking the time to learn it could make a dynamic difference as you build your practice and surpass your competitors. Become familiar with reading reliable market data before you allocate any advertising funds.
REMEMBER THESE 3 OBJECTIVES
a) Look For Networking Opportunities
Not everyone is ready to buy or sell a home, but you can at least take steps to make sure you stay top of mind. Identify ways you can serve them by recommending a trusted home repair service. Send that reference to them online, so they will have your email on file. Seize opportunities to connect reputable business people with someone. A local florist may need an accountant, so a few brief words could spark a conversation about the real estate market. Exchanging emails and following up online can keep them mindful of you. Make it a personal goal of looking for one interaction a day where you can serve someone. Later, when they have relocation questions, you'll be the person who comes to mind.
b) Focus On Their Time
Those work the 8-5 grind in an office need some time alone on Monday morning to prepare for the day and week ahead. So emailing them at 8:30 on a Monday with links about a new home that came on market isn't going to grab their attention. It may end up disappearing among the flood of unopened emails they received over the weekend. Be sensitive about their time frame.
c) Know Your Target
Since the invention of emails, most inboxes are overflowing. Emails are indeed useful but if you plan to create an email list, separate them according to their interests. Keeping empty-nesters in one group and a large growing family in another will help you get the right message to the appropriate target audience.
FOLLOW THESE 7 BASIC TIPS
1. Stay Current On Digital Market Research
Realtors are typically scanning homes and are focused on matching buyers and sellers. Digital marketing can add immense value to your real estate practice. The key is to use proper content in your message.
Search engines can bring a wealth of information to your fingertips, such as the top sites customers go to when searching for real estate information. Understand the trends. Know what site is getting the most views, whether it's local or national. Some data is free and is accessible instantly. However, some publications with more specific records may only be available via a subscription. And you typically can save on paper by having it sent directly to your inbox.
2. The Power Of Word Of Mouth Referrals
According to a 2015 Nielsen article, consumers believe word of mouth recommendations is most credible. And with social media dominating cyberspace, word of mouth recommendations travel faster than the speed of light. Well...almost.
Before, most of us would use a new service like Air B&B or Uber, we would first seek a recommendation from a friend who has already used it. The personal experience factor is just as important in the world of real estate.
How do those numbers translate in real estate? In an article on the business2business website, 88% of buyers seek word-of-mouth referrals when purchasing a home. Globally, this direct form of advertising accounts for up to 80% of all activity in virtually all product categories.
Leverage social media platforms, such as LinkedIn, Facebook and Twitter to make brief but relevant comments about your business.
3. Use Your Words Strategically
Keywords are the terms that Google lumps together when a user types in their search words.
Good keywords to use are:
Realtor, Real Estate Agent
Not so good keywords:
Great house for sale, Huge yard
4. Check Your Online Reviews And Address The Bad Ones
Always be sure to read all of your online reviews. Poor ones may potentially have an adverse effect on your brand. If you notice one that's unflattering, try to contact the reviewer and ask if you can take steps to resolve their issue. Of course, the best thing to do is always keep in mind that happy and not so happy clients have the power of the keyboard to accelerate your sales or send them to time-out.
5. Keep Your Email And Databases Current
Driving traffic to your website is a great marketing strategy, but to build relationships with viewers, you will need to capture those leads. Consider your online presence. Do you have an impressive landing page, appealing lead magnets and concise Facebook Lead Ads? These can work in harmony to help you attract clients long before they ever require the professional services of a real estate agent.
You will find great encouragement when you are on a winning streak in adding subscribers; it will validate that your content is useful and relevant. It's also an excellent springboard to cultivating more leads. As more people join your subscriber list, you can refine your communications to strategically target new homebuyers and sellers.
Just a reminder: Periodically check to see if your emails are being returned as undeliverable. All your effort in compiling names and emails will be wasted if you have incorrect information.
6. Conduct Brief Interviews And Post To Your Website
People love to read about themselves, especially local entrepreneurs who are trying to build their own practice. Interviewing business owners in your community, as well as other potential prospects opens up new windows of opportunity to engage in face-to-face meetings. Gather a few important facts about their business, write a feature article about their venture and publish it online. Small business owners will do wonders in circulating and sharing this link, which will drive additional traffic to you. Your efforts to promote local businesses will encourage online conversations on social media platforms. Prospects who discover you via online referrals (FaceBook, Twitter or YouTube reviews) can magnify your exposure and generate valuable leads.
7. Enhance Your Website
Your website is a vital lifeline to buyers and sellers and it's always open to visitors. If you haven't hired a professional, you may want to consider it.
Those that are slow to download and are littered with too much information will frustrate viewers. Displaying tons of information and having annoying pop-ups fly across the page is, well, it's just annoying. Remember: less is best.
Write Compelling and Descriptive Content
You may be an expert at closing deals, but you may not be a pro at writing. If not, hire someone who is. It will not be a wasted investment.
Even without expansive knowledge about marketing, you can increase your earnings capacity if you have the right digital marketing strategy.
Stop by often to pick up more tips about how to leverage digital marketing to increase sales.