Worried About Facebook Timeline Changes? Content Marketing Will Save The Day
Facebook Advertising, Real Estate Marketing 101

Worried About Facebook Timeline Changes? Content Marketing Will Save The Day

Facebook is changing their algorithm for their news feed. Don’t let that throw your Real Estate marketing off track. Use Content Marketing to keep things running smoothly.

So you've set up your Real Estate Farm Area and been sending out farming postcards on a very consistent basis. You've set up your Facebook Campaigns and your Ad retargeting campaigns, targeting homeowners in your farm area, and those that have visited your ads and pages. You've also been working your past client and sphere database, working to get more referral business. Congratulations! You are on your way. With all those pieces in place, you're accumulating lots of leads that need follow up. How you follow up though is critical. You need to be very careful. Cultivating leads is kind of like online dating. You have to make sure you are speaking to your leads needs. If you do not do this and you end up sending them tons of unrelated content they deem unnecessary, they are going to get angry and they are simply going to "swipe left" and move onto the next agent. What You Send Matters What you send your Real Estate leads matters. In all your marketing efforts, you are going to get many different types of homeowners, in different points in their lives, with different and specific needs. Can you tailor your follow up to 100% of each leads needs? Of course not. There are some ways though that you can set up your lead nurturing campaigns such that will span across the largest cross section of needs, ensuring you don't turn your leads off. With that in mind, today I want to share with you three ways you can make sure you are nurturing your leads in a meaningful way (and NOT pissing them off), ensuring that you win the opportunity to meet with them in a listing presentation and then list their home. Define Your Audiences One of the very first things we do with a Realtors®, when they come to us to help them with their marketing efforts is work on defining who their ideal clients are. We do this by developing client personas. Those personas dictate the types of messages that are deployed to homeowners in their marketplace, and those same personas can help you with defining how many audiences and how many lead nurturing campaigns you are going to need to set up to successfully convert these leads. Looking at the types of personas you are marketing to, you can craft your messages. For instance, maybe one of your personas is empty nesters that are looking to downsize. The messages you would send them are drastically different than people that would fall in the persona of perhaps being a young couple with a growing family that need to sell and find a larger home with a large yard. Obviously you can see how sending messages meant for one group, to the opposite group could be disastrous. The messages would make you seem out of touch, turn off the lead and cause them to simply move on to the next Realtor®. Once you've completed this exercise, you will likely find that you have quite a few campaigns. The average Realtor® we manage marketing campaigns for has anywhere from 2-6 different personas they are targeting. I know it seems like extra work to make so many different follow up campaigns, but if you find yourself with many personas, take the time to establish this up front. It will pay you back infinitely in the long run. Define Your Differentiating Factors One of the most common questions a potential seller or buyer will surely want an answer to is, "Why you?". What is it about you that is so special? How are you different than the other 50-100 Realtors® in your marketplace that would also love the opportunity to sell this prospects listing, or help this prospect buy a new home? You need to be able to give specific examples of what makes you different and valuable. The catch to detailing these differentiating factors, as you cultivate your leads, is not making it sound too sales-ey. If it sounds like a pitch, you are going to turn off your prospects, and they will look for another Realtor® to represent them. If you approach this task though with the idea of educating your prospect, rather than preaching or selling to them, you will win. It's all in the delivery. If you have a marketing agency you work with, they can certainly help you craft your story. If you do not, I might suggest coming up with alternate versions of your messages and doing A/B split testing to see which versions of your messages are best received. Make Them See What's In It For Them The last, and perhaps most important piece of the puzzle of course is catering to your prospects. By nature, as human beings, we are all a bit selfish. If your marketing pieces spend all of the message describing all your differentiating factors, without circling that back around to the homeowner, your message will fall short and simply seem like you are bragging. Instead of falling into this trap, your message needs to not only point out your differentiating factors, establishing you as the thought leader in your marketplace, BUT also draw a direct line for the homeowner that explains how those differentiating factors are going to benefit the homeowner. [hs_action id="1898"]
Real Estate Marketing 101

Have Lots Of Real Estate Leads? Don’t Piss Them Off

As important as it is to generate leads for your Real Estate Practice, how you follow up with those leads is also critically important. Today we examine a few ways to ensure you are building relationships and not burning bridges.

I've Got This List Of Homeowners That Responded To My Marketing. Now What?
Facebook Advertising, Leading Agent Smart Marketing, Postcard Marketing, Real Estate Marketing 101, Real Estate Postcard Marketing

I’ve Got This List Of Homeowners That Responded To My Marketing. Now What?

We love hearing our client’s tell us that they are getting tons of leads from our marketing programs. We HATE hearing they don’t know what to do next. Here are two easy ways to follow up.

3 Tips For Creating GREAT Real Estate Marketing Content
Real Estate Marketing 101

3 Tips For Creating GREAT Real Estate Marketing Content

The difference between success and failure in your Real Estate Marketplace is dependent on the type of content you are creating to market yourself. Here are three great tips.

5 Things I've Learned While Planning & Executing Realtor's® Marketing Campaigns
Real Estate Marketing 101

5 Things I’ve Learned While Planning & Executing Realtor’s® Marketing Campaigns

In 20 years of working with Realtors® and helping them build their real estate businesses, I’ve learned quite a lot. Here are 5 VERY important things you have to think about.

Crafting a 2017 Real Estate Marketing Campaign
Real Estate Marketing 101

How To Craft Your 2017 Real Estate Marketing Strategy

If you haven’t started your 2017 Real Estate Marketing campaign yet, don’t worry. It’s getting close to “too late”, but you still have time. Here are 3 tips to help you.

What Is The Best Real Estate Marketing Campaign?
Postcard Marketing, Real Estate Marketing 101, Real Estate Postcard Marketing

What Is The Best Real Estate Marketing Campaign?

Every Realtor® wants to know what the best real estate marketing campaign is. Today we discuss some key elements in successfully planning and executing the perfect real estate farming campaign.

Leading Agent Smart Marketing, Real Estate Postcard Marketing

Why Your Real Estate Postcard Marketing Needs A High Tech Reboot

If you are sending traditional Real Estate Farming postcards to your farm area, you need to find a way to incorporate technology, giving your campaign a reboot.

So you have your Geographic Farming Area Picked Out. Now What?
Postcard Marketing, Real Estate Marketing 101, Real Estate Postcard Marketing

So You Have Your Geographic Postcard Farm Picked Out… Now What?

Picking the right geographic farm is only the FIRST STEP in a successful Real Estate Postcard Campaign. Today we talk about the critical next steps you should take to ensure success.

How To Pick A Geographic Farm For Your Real Estate Postcard Farming
Real Estate Postcard Marketing

How To Pick A Geographic Farm For Your Real Estate Postcard Farming

If you ask any Realtor® why they got into Real Estate, you are bound to get quite a variety of …

Postcard Marketing, Real Estate Marketing 101

Not All Geographic Farms Are Equal – How To Pick One That Will Work

Just as there is science to putting together a marketing plan, picking the actual area you are going to be sending Real Estate Postcards to is equally important.

Postcard Marketing, Real Estate Marketing 101, Real Estate Postcard Marketing

FREE Real Estate Marketing Tip: How Many Homes Should You Farm With Postcards?

One of the most critical questions we get time and time again about Real Estate Postcard Farming is “How Many Homes Should I Farm”. Read this article to find out. It may surprise you.

Postcard Marketing, Real Estate Marketing 101

Why Your Real Estate Farming Practices Are Outdated

Real Estate Postcard Farming isn’t irrelevant. The fact of the matter is your farming techniques are obsolete. Here are three common mistakes and how to fix them.

Postcard Marketing, Real Estate Marketing 101

Real Estate Farms? Think Long Term

Things to consider, and keep you motivated to consistently market to your Real Estate Farm Area, even though it may seem like it’s taking a while to get it off the ground.