A real estate agent’s guide to bringing in new clients. DISCLAIMER: if the postcards and emails you’re currently sending out—that every other real estate agent also sends out—are working for your business, stop reading here. Unless of course, you’re looking for qualified leads and customer referrals. What if you could buy every person in the
A real estate agent’s guide to bringing in new clients.
DISCLAIMER: if the postcards and emails you’re currently sending out—that every other real estate agent also sends out—are working for your business, stop reading here. Unless of course, you’re looking for qualified leads and customer referrals.
What if you could buy every person in the first five rows of a major league baseball game, a hotdog and a beer and they would use you as their agent to buy or sell their home? As if! Seems crazy, right? Like a waste of marketing dollars.
Maybe this (true) story about marketing to the right audience will make you think a little differently.
Picture this: you’re responsible for the marketing of a national, well-known car rental company that caters to business travelers and corporations. You have the opportunity to advertise your company name on the center field wall at one of the biggest major league baseball stadiums in the country. Do you buy the space? What naturally runs through your mind is yes. My brand will be on national TV regularly, there will be 40,000+ eyes on my company every time the field is packed, and yes, that’s a “prime” location to market my business.
Actually, no. It’s the same idea as sending out postcards and emails to people who aren’t ready to buy or sell. But, while all of those points above are true, your real target market is only sitting in the first five rows of the field. The people in rows six through the top of nose bleed will never rent a car from you. Why? Because your target audience are large corporations that own seats in the first five rows, or business travelers, who are also sitting in those first rows.
So, what if you could buy every person in the first five rows of a baseball field a hotdog and a beer? Bet you’re thinking a little differently now, huh?
Granted, a well-known, national car rental company has a much bigger marketing budget than most companies out there, but the premise of marketing is no different from a mom and pop shop to a Fortune 500 brand. Targeting the right audience is the key to generating qualified leads. Marketing to the masses leads to higher costs and unqualified leads. Marketing as a real estate agent should be no different.
The real estate space is competitive, challenging and crowded. Standing out from your competition is becoming much more difficult. While newsletters, ads in local magazines and mass mailings showed results in the past, real estate is quickly evolving as a new type of home buyer takes center stage. In fact, a recent National Association of Realtors study showed that 89% of buyers found online websites the most useful in their search for a new home.
Realtors: now’s the time to giddy up and get on board.
Here are a few of the top marketing strategies and trends to reach your future clients.
Online videos are popular, but now it’s basically all you see as you scroll through Facebook, Instagram or Twitter. HighQ recently announced that 78% of people watch videos online every week and 55% watch videos every day. Still need more data? Cisco suggests that video will account for 80% of all internet traffic by 2019, up from 64% in 2014 (Cisco.com). WOAH.
Essentially, you need to start videoing. When you do start creating videos, evoke emotions to engage your audience. Use relatable language to your audience. And, make sure you use content that is easily recognizable and memorable. After all, you want to leave a lasting impression!
Quick ideas: Do a neighborhood tour video for clients moving into a new town. Be creative and have fun!
Organize and automate, so you can sell.
There is nothing worse than missing that lead you have been chasing for months because you forgot to follow up or you aren’t available in that moment to stop and respond. Ouch.
In the 21st century, marketing automation is our silver bullet. You can monitor lead actions on your website and respond instantly. You can also manage your social media platforms and campaign performances. You can send automatic emails and receive alerts when that lead is ready to buy.
Of course, there’s more detail that goes into it, but some of the marketing automation tools we really dig are: Pardot, Hubspot, and Marketo.
These tools let you do things like:
- Categorize your database into groups (i.e., buyers, sellers, renters)
- Create dynamic workflows depending on the actions your leads take (i.e., subscribe to your blog)
- Alert you to market changes so you can email out to your relevant groups before other agents
Is your website optimized across all devices? U.S. studies show that mobile internet usage outpaced desktop. YAWN. You’re probably thinking, “I already knew that.” But, even though you knew that, is your site responsive?
Having a responsive site means your clients and potential clients can easily look at your site and navigate it because the content is automatically scaling and formatting to the device being used.
The same old way of marketing to your clients and prospects is becoming a thing of the past. It’s time to step up your game and market to the people that are actually looking for your services. Not the masses.
Stay tuned for our next article on how to raise your referral game!