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Running your own Real Estate Practice means you “wear all the hats”. You work for yourself. Since you work for yourself, you make all the decisions, good and bad. It is simple to see how this can be a stress inducing proposition. Certainly you will want to be firing on all cylinders, at all times, in order to generate as many leads as possible, converting them to the highest number of clients possible. Sometimes though this leads to things getting too complicated. You do not want this. In every instance, when it comes to Real Estate Marketing, simple wins.
Now I understand the desire to go out there and “kill it on all fronts”. After all, this is your livelihood and your hard earned money you are spending. With those motivating factors, it is easy to understand how you would want this. The thing is though, as human beings, we are conditioned to gravitate towards the simple. In today’s tech driven, mass media on steroids society, this has never been more true. You literally have a few seconds to grab someone’s attention, before they are off, onto the next thing, forgetting you even existed.
That’s not even to mention the quality of your marketing content. When you try to over do it, taking part in every single opportunity that comes your way, something has to give. In almost every instance, we find what gives is the quality of the messages you are putting out to your marketplace. If your marketing changes from value added and educational, to dull and non-relevant, you will also lose.
Because of this, today I wanted to share with you a few pitfalls we see Real Estate Agents engaging in and how to avoid these problems, before they start affecting your lead flow and client conversion rate.
Your Social Media Presence Does Not Have To Be Everywhere
I cannot tell you how many agents we come across that have a footprint on every single social media platform in existence. They are advertising their Instagram, their Facebook, Twitter, LinkedIn, SnapChat, Vero and Youtube channels. When asked though, how much lead traffic they generate from each social media property, the response we always get is a blank stare. Most agents have no idea what the answer to this question is.
Knowing where your leads are coming from is CRITICAL. Look at it this way: 1) Each of these platforms I have mentioned above is different in nature. They require different types of content and have a different set of best practices that come along with them. If you are not tracking your lead traffic, you very well could be burning hours upon hours of your valuable time, generating content on social media platforms that your ideal potential clients will never ever visit. Also, 2) If you don’t know how successful that social media channel is in regards to your lead generation, how would you possibly know what type of budget to put into advertising on that channel? Clearly you can see this would be a recipe for disaster.
Instead, look at your social media presence through the lens of wanting to simplify things. You don’t need to be everywhere. You just need to be where your ideal potential clients will find you. Sound difficult to find out? It’s not. Luckily there are tech tools that can do this for you. My favorite tool to do this is a tool called Orbi. When you sign up, Orbi will mine through your website, taking note of all your landing pages, opt in forms, thank you pages, etc. It will then take those pages and give you results on how much traffic each of your social media channels is bringing to you. This will give you an instant roadmap as to what you should focus more energy on, and what social media channels you should cease using.
This could potentially free up hours of your weekly available time, giving you the opportunity to devote that newly found free time to additional content creation on the social media channels that are bringing you the most leads, thus increasing your opportunities to do more business.
If Potential Clients Can’t Absorb Your Marketing Piece In 3-5 Seconds, You Will Lose
This is a very big problem in today’s society. Simply put, American’s these days have the attention span of mosquitos. This isn’t a knock on us as humans, or our intelligence. It’s a statement on the state of society and how we are bombarded with marketing messages at a higher rate than ever. In 2006, CBS News published an article that stated in 1970, the average American was exposed to 500 marketing ads per day. They then went on to write that in 2006, the average number of marketing ads an American was exposed to, per day, had increased to 5,000. In another article, published just last year, by the American Marketing Association, that number has now increased to 10,000. As the numbers show, this presents you with a problem.
Because of this problem, if you want to cut through the noise, increase your brand awareness, and become the thought leader in your marketplace, your marketing messages have to be targeted, relevant and easy to absorb. Don’t worry about cramming every last detail on your marketing pieces, making them cluttered and hard to absorb. Instead, think of every marketing piece as a short story that is a conversation starter. Before you start designing it, think of what your intended goal with the piece is. Next, write your ad copy to share a brief story, or educational tip with your potential lead. Finally leave them wanting more, so they will seek out your website, social media property, or even email or call you, to learn more.
Remember. You can’t give them everything in one marketing piece. If for no other reason then they simply aren’t going to take the time to read it.
The Only Marketing Worse Than Bad Marketing Is No Marketing At All
This is perhaps one of the most common traps we find Real Estate Agents tend to fall into. It has to do with the desire to achieve perfection. Again, understanding that you are your brand and you are spending your hard earned money on your marketing, I see how this is an understandable want to have. It’s just not a realistic want though. You see, if you spend all your time tweaking and revising and changing your marketing messages, in the hopes of creating the “perfect message”, you will end up spinning your wheels on creating, and never actually getting anything out into your marketplace. Without a presence in your marketplace, you are not going to be in business very long.
The trick here is not to get caught up in the complexities of wanting your campaign to be “perfect”. Marketing by it’s nature is never perfect. Real Estate Marketing is an iterative process. There is never anything set in stone. Instead of making things too difficult in your pursuit for perfection, you need to go into your campaigns with the mindset that you will consistently analyze, tweak and re-analyze your marketing messages, as your campaigns progress. In the end, where you started may be nowhere near where you ended up, but that is okay. You are making educated changes along the way, honing your messages, ensuring they are as relevant as possible to your ideal prospects, ensuring that your lead pipeline is always full.
I hope you have fond these tips helpful. As with all things in life, simple is always easier. When it comes to your Real Estate Marketing, the same holds true.