The Secret Of Effective Marketing For Real Estate Agents
There is a secret in the real estate business and the big real estate companies don’t want you to know about it. Real estate companies are in the sales business. You knew that already but what you didn’t know is what they sell and who their customers are. Real estate companies sell goods and services to real estate agents.
Think about it. Real estate companies sell a brand, training, office space, bulk advertising discounts and marketing. The ultimate question for a big real estate company is not “Will this sell houses,” or “Will this attract home buyers,” but rather “Will real estate agents pay for this,” and “How much will they pay?” Real estate companies are not the only ones selling to real estate agents. Web designers, SEO developers, printing companies, direct mail providers and real estate industry associations are lining up to sell marketing solutions to real estate agents.
What is Working?
Knowing what kinds of marketing are effective is important for every real estate professional and separating out the hype can be difficult. The right choices also depend on you understanding your clients and yourself. Not all marketing strategies will be a good fit. Here are two of the most effective marketing strategies, one old and one new that can work for you.
Get your own website. You can build one from scratch or you can buy one readymade. Either way you go, be prepared to commit resources (your time or your money to pay for someone else’s time)to maintaining, updating, and optimizing your site for search engines. Brands increasingly exist in cyberspace and your dot com is your brand. Most large real estate companies and real estate organizations encourage agents to utilize their personalized section of the company or association website. That makes sense when you remember who the customers (you) are.
Real estate companies would like their real estate agent’s brand to rely on proprietary company marketing services as much as possible so that the brand loyalty and clientele that you build doesn’t walk out the door if you do. Using the company website may be the only viable way to get your presence on the web when you are first starting out but as soon as you cash that first big commission check get your own website. Your website is your front door. When someone knocks be prepared to answer. Respond to emails as quickly as possible (an hour or two maximum) and if someone includes a phone number, call them.
Network, network, network! If location, location, location are the three rules of real estate then network cubed are the three rules of marketing. You can get great recognition with your face on a billboard but real estate agents are in the business of providing valuable service, knowledge and guidance in the largest purchase of people’s lives. Trust is a critical part of this business relationship. Get out into your community/ your market, get involved. Talk to people, introduce yourself, and ask if you can help. Use social media but don’t stay stuck inside your office. Get out there.