One of the most common stories we get from Realtors® calling our agency about their marketing, is the problem that they cannot figure out what to actually do for their marketing. When I say “do”, I don’t necessarily mean what the actual piece will end up being. I’m talking about a much higher level. They are just getting started on the journey to a marketing plan and are stuck at the 2,000 foot view of what the overall theme of their marketing plan is going to be.
I know some people reading this now are of the mindset that these people should stop sitting on their hands and just get on with it. After all, getting “something” out is much better than getting nothing at all out, right? Well, not exactly. While I agree that doing nothing at all is bad, the 2,000 foot view of your marketing content is even more important than the actual messages themselves. Why is this, you ask? There are actually two very simple reasons for this:
- You don’t want to attract “Any Potential Client”. You want to attract your “Ideal Clients”
You have to remember that with Real Estate Marketing, the roughest part of it is that you are spending your own, hard earned cash. Unless you are super, super established, to the point where money is not an object, you are absolutely going to want to focus on those that you most want to work with, over anyone else. You have to remember, Real Estate is a relationship game. If your focus is too broad and set on “anyone”, inevitably this is going to cause you problems. You will either not convert, due to extreme differences in your philosophies and characteristics, versus that of the potential client interviewing you, or you will be miserable, should you actually get the client to sign on with you, as they are so unlike you, they are making you do things you disagree with, or ordinarily wouldn’t do in your regular day to day business.Your money is much better spent when your ideal client is defined, and your marketing content is focused on those that are your ideal clients.
- Make No Mistake. Every Marketplace IS NOT The Same
It’s true. They just are not. Yet, somehow, some marketing agency or printing vendor out there has convinced Realtors® that the way to pick your marketing campaign is to look at a catalog of online templates and choose the ones you think “look prettiest”. That is not how this game works.We work with Realtors® all over the United States, in Canada, New Zealand, and Australia. I am telling you right now that what is well suited for somebody that is marketing themselves to homeowners on the Gold Coast of Australia, will generally not work at all for somebody that is marketing to homeowners in Des Moines, Iowa. It stands to reason. There are all types of different people in the world, living in different areas, with different backgrounds, beliefs and life needs. No matter how flat you think the world is these days because of technology technology, you simply CANNOT fall into the belief that there is a one size fits all approach to your marketing content and the messages you send to people in your marketplace.So now that we have some framework on why framing your marketing content correctly is so important, let’s discuss three easy ways you can work this out, ensuring that your marketing is always on point and that you are using your hard earned money to grow your Real Estate Practice, maximizing every penny.
You Have To Get Local
A Real Estate transaction is a very personal transaction. In most cases, a homeowner is entrusting their most valuable asset to you. Even more than that, it’s not just an asset. It’s their home. They love their home, love their neighborhood and love their neighbors. The easiest way to build a reputation of being the local Realtor® that truly cares about the community and wants to help people achieve their Real Estate goals is to keep your content as locally pertinent as possible. Craft your content so you get involved in the area, the things that are going on with groups and organizations in the area, and the people that live there.
While sourcing the content for these types of marketing messages can take some time, there are firms out there, such as ours, that actually employ dedicated people to scour the internet and develop this content, helping you solve this problem of being the local Real Estate expert.
Even Well Educated People Have “Chart Phobia”
While market related content that talks about market trends and looks at future predictions is fantastic content you can use to market yourself, you have to remember that you are a Realtor® and as a result, the market trends charts you see day in and day out are not always understood by the general public. I cannot tell you how many times we hear from agents something to the effect of, “But my marketplace is very highly educated”. That may be the case, but many people see a chart, and their eyes simply glaze over.
You don’t want your messages to be lost on homeowners. The best marketing content that discusses market trends is content that has a combination of charts, with actual written explanations of what the charts are and what they mean. We’ve tested these types of market data, versus charts alone, and in every market, in every instance, the results for the charts with explanation far exceed the charts alone.
Interactive Marketing Will Help You Hone Your Message
One last thing to remember when creating your content strategy for your Real Estate Marketing efforts is that nobody is right, 100 percent of the time. Because of this, you need a way to test content, evaluate it against other items you are using to market yourself, and make appropriate changes. My personal favorite ways to do this are by using retargeting pixels for digital ads, and capture codes for print marketing.
Using these types of tracking mechanisms will give you the ability to quickly analyze your results, and make the changes necessary, ensuring that you grow your presence in your marketplace, and grow your Real Estate Practice more quickly than you ever imagined possible.