Marketing Strategy

Power doesn’t come from content, power comes from the content that moves.

Marketing Expert, Mark Schaefer

Real estate marketing has become saturated with agents that advertise their services by simply letting people know that they are licensed and that they have recently sold a home.

I am sure people would love to hear of your accomplishments, but we want you to know that you are more than an agent and you are more than deals that you close.

Think about this:

If you think about the last time you saw an ad for a realtor on the side of a bus shelter, you pay attention to it because you are in the industry, but if you were someone not quite ready to buy or sell would you pay attention?

Unless you are thinking in that exact moment of buying or selling, you'll just forget that you ever saw the ad.

Remember: Marketing is about the client, not about you- especially in an industry where almost any agent can close a deal.

It's about showing people how you can create value for them and getting people interested in working with you specifically by:

Creating marketing content that moves people.
Showing people that you stand for something more than making a sale.
Resonating with people so much that they naturally gravitate towards you in an industry where they have options.

You can do all of these things with this effecting marketing strategy.

The Strategy

Create Relevancy, Intimacy and Omnipresence

Relevancy

It's about giving the right message to the right person at the right place and time.

Go beyond letting people know that you can help them buy or sell, but instead give potential clients information and solutions to their problems while highlighting what sets you apart from other agents and how you specifically can help them achieve their objectives.

You can create relevancy in your marketing through:

The services you offer
The messages you put out
The way people perceive you and your brand

Take some time to identify your target clients, their specific struggles, and how you can solve them. This will help you create a more effective message to your target clients.

Intimacy

It's about creating authentic relationship with prospect clients by showing them that you are a real person.

You can create intimacy in your marketing through:

How you communicate with your audience
How you connect with you audience
How active you are in the community

It seems that real estate marketing has become less about actually helping people and turned into a way to attract any one who will listen. Combined with a world where technology and automations, people a drawn to real authentic human connection.

Through your marketing, show people that you are real person, with real issues that they can relate to. Be apart of the conversations that matter to you, respond to emails, messages and comments. This will should people that you actually care, and will help you to develop better relationships your clients and potential clients.

Omnipresence

This is when you seem to be everywhere to your target audience. It's about getting yourself in front of your target audience constantly, so that you become the obvious choice for them.

You can create omnipresence in your marketing through:

The timing of your posts
The frequency of your posts
The platforms that you are posting on

The goal is not to appear out of the blue when your target client is ready to make a decision. Instead you want to show up consistently offering value and subsequently building a relationship.

You can create a “small pond, big fish” effect by being in front of your potential clients with the right frequency, the right timing, and on the right platforms.

Now that you have a strategy, let's discuss some of the best lead generating techniques, especially as a new agent establishing your brand

Lead generation is the process of finding and engaging with potential buyers or sellers with the goal of converting prospect client into satisfied clients after the deal has closed. The right marketing is the foundation of lead generation.

Reach Out to Friends and Family

The best place to start building your client base is anywhere that you already have a personal connection.

If they are not already aware, let your family and friends know that you are a licensed agent looking for clients . A few of your connections, may have their own connections who may be in need of a real estate agent and they can refer you.

Get Active on Social Media

Social media marketing has the fastest and furthest reach.

This is the perfect place to use the marketing strategy that we just discussed and boost the brand that you created for yourself. You want to post content that gets people talking. Encourage people to ask you questions, this will help show people that you are a professional and that you know what you are talking about.

A few of the best social media platforms at the moment are:

Instagram
Facebook
TikTok
LinkdIn

Pro tip: Use hashtags when you are posting content, this will further the reach of your content.

Another great thing about social media is that you can boost your content by paying a relatively small about to advertise of social media. Consider running a couple of ads on Facebook and Instagram each targeting specific demographics in your audience.

The ads can be set to either point people to a specific website, to your own social media profile, or as a way to give one of your existing posts an extra boost. You can monitor them over the course of a month and see if you should invest more in marketing of a particular type of post.

Host Free Seminar or Webinars

Pick a topic and talk about it.

Seminars are in-person and Webinars are online hosted, and can even be pre-recorded. Either way, they are both great to attract the attention of people that are serious about taking that next step of buying or selling. You can give them information and answer their questions which will help build your creditability as a knowledgeable agent while also helping your build a relationship with prospect clients.

Make sure that add some sort of "call to action" after your seminar or webinar. This when you let people know that if they would like you help professionally and one on one, then to contact you.

FSBO's and Expired Listings

FSBO stand for " for sale by owner". These are homes that the owner is trying to sell on their own without the help of an agent.

It may seem counterintuitive to reach out to them to offer assistance, but often time FSBO's are not aware of the benefits of working with a real estate agent or may be getting tired of managing the time-consuming and complicated tasks of finding buyers. You can find FSBO's listings online or in the newspaper, then give them a casual call to explaining how your services can benefit them and earn them more money in the long run.

Expired Listing are homes that have not been sold by the time their listing agreement with their current agent expires.

This gives you an opportunity to pursue a client that you know is already in the market. You can find expired listing on the MLS, and then give the owner a quick and casual call to highlight your what makes you unique- it is important to note that they are likely receiving a number of messages from other agents as well.

Try Door Knocking

This strategy may seem intimidating and old fashion, but hear us out.

Door knocking is very uncommon these days, especially in an era of technology. This strategy give a human touch, it shows that you'll go above and beyond, plus we have found that it is much harder to say no to someone to their face.

This is best for FSBO's and expired listing because you already know that they have an interest. We recommend that you create some sort of script, but sound authentic! Let them know that you were in the neighborhood, compliment their home, and let them know how your services can benefit them.

Contribute to Thought Pieces and Events

Show that you are an active member of your community.

Use your knowledge and expertise to help people in your community by answering questions on platforms like Reddit or Quora. This will allow you to build brand recognition and allow leads to follow you online.

Be on the lookout for community events and fundraises that may potentially have ties to your target market.

For example:

You can visit a food festival celebrating local businesses in a specific neighborhood because it could appeal to people who would be interested in moving to that neighborhood.
Attend a fundraiser for an animal shelter because it could be a good opportunity to bring animal-friendly people who may be interested in learning about your animal-friendly renting opportunities or homes with backyards.

Think about the interest of your target market and find creative ways to meet them.

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