As a real estate professional working strictly on commission, you are your own rainmaker. Coming on the tail of foundational changes in the real estate industry, this can feel more daunting than ever. By and large, successful agents are hard workers and earn every penny of their commission. In addition to bringing in new business, finessing relationships, and negotiating contracts, there is also the critical need to consistently and constantly market yourself. Marketing is about maximum visibility to past, present and future clients and it’s a must for any business. Sadly, it’s often the first thing to go when things get busy or lean. But it’s at exactly those times when you need to lean in to your marketing program. Here’s how to market yourself for best results in 2024:
(1) IDENTIFY YOUR SPECIALTY
Get crystal clear on the group or neighborhood that you want to work with. If you don’t know, then take the time to figure out your real estate buying “audience.” Maybe it’s equestrians, or first-time home buyers, or your neighborhood. Think about your existing customers and who you’d like to work with. You need to understand their pains, problems, triggering events and priorities. Why do they want or need to buy or sell real estate? Knowing these things will help you provide solutions. Then create a Buyer Persona (a fictitious person that represents the group you are marketing to) to get into these peoples’ heads. Why are they buying? Why are they selling? What can you offer to help them reach their goal?
(2) CREATE A DIGITAL “BLANKET”
Your potential buyers and sellers will likely begin their journey online. Make sure you’re there to meet them! Leverage your presence on Google Business, Zillow, Realtor.com, Homes.com, Nest, Facebook, Instagram, YouTube, Yelp, LinkedIn and so forth. The goal is when someone types your name into a search engine you show up successively on at least one whole page. This will help make you familiar and credible. If you’re not sure where to start, think of the most successful real estate agent you know and type in their name. Then take a look at what they’ve put together online. Use that as your guide.
(3) INVEST IN YOUR OWN WEBSITE
In order to rule the digital marketplace–which is where everyone starts their property search these days–you need your own website. A well-built website isn’t just a pretty place to put your headshot; it’s literally the container for everything you do digitally. Everything. Your website must have IDX functionality for property searches. Ideally it should have a blog to house relevant, useful information for your audience. The goal of your monthly emailed newsletter should be to drive traffic to your blog, which will link to your YouTube channel, which will also link to your social media channels. Your website should contain and link to every digital asset you create and own. Click-backs to your website will up your presence in search engines (SEO). Your brokerage will undoubtedly create a page for you, which is great and will add to your Search Engine Optimization (SEO) but it’s not actually yours and they are typically not that great to begin with. Your own dedicated website will go everywhere you go–including to another brokerage should you decide to make a switch.
You may be thinking that most folks are not going to use your website for their property search. And you would be right. Almost everyone these days uses Zillow, Redfin, Realtor.com or Homes.com to begin their search and/or begin research for a listing agent. It is when they are actually ready to look at property–or list their property–that they will come to you. And they will more readily do so if there is the added credibility of where you “live” online–which is your own dedicated website. Your website is your place to post your testimonials, listings, solds, coming soons, open houses, and so forth.
(4) GO OLD SCHOOL WITH POSTCARDS & GEO-FARMING
Yes, these Old School traditions still move the needle. Geographical farming is a tried and true method that works. It relies on direct mail campaigns done consistently over time. As a result, you will need to commit to a budget and a timeframe and not give up. Steps to take: (1) Single out the area or neighborhood you want to rule; (2) Focus on quality rather than quantity; (3) Commit to a dollar amount and a timeline, say $1.25 per mailer for 6 months. Get started by checking out this step-by-step guide to geo farming.
(5) MAINTAIN A BLOG
A blog will lend credibility and is a great way to talk about your services, experience, interests, and area knowledge. It should provide useful information, guidance, and serve as a way for people to connect with you.
(6) CREATE A MONTHLY NEWSLETTER
A monthly newsletter is a great way to stay in front of your past, present and future clients. You can do this both as a hard-copy piece and as a digital pieces, Again, only provide useful, fun, interesting content, and make sure it links to your blog so you get more traffic to your website. There are many anecdotes of buyers and sellers connecting with an agent because of their newsletter. It helps to make you familiar and knowable, which creates trust. (Fidelity National Home Warranty offers a great monthly newsletter for agents to use called Smart Moves–and it’s free!)
(7) USE SOCIAL MEDIA
The most important social media channels for agents are (arguably) Facebook and Instagram. That being said, if you love social media, all the better. This will serve you well in real estate as it’s a popular hang-out spot for your many of your potential clients. The most important thing about using social media is that you need to do it very consistently–meaning, just about everyday. So commit to those channels that you know you can post to on a regular basis. Again, all your social media links should “live” on your website, in addition to their own digital space on the search engines. Make sure your posts guide your clients to your website, where they can read your latest blog, easily find your contact info and/or search for property. For more on using social media to market your business, click here.
(8) ADVERTISE
Your neighborhood or community most likely has a local publication. Consider taking out a small ad as yet another way to cement your brand and make yourself memorable to your community. And if you want to go a step further, consider billboard advertising.
(9) USE TESTIMONIALS – LIBERALLY
Make sure you are continuously collecting positive testimonials and publish those on your website, your advertising, and your social media posts. If possible, do a quick interview with a happy client and use that as a post for your social media. Consider their “story” for a blog. Happy testimonials are powerful advertising.
(10) HIGHLIGHT LOCAL BUSINESSES
Consider doing a blog or short video on one of your favorite local businesses. They will appreciate the free advertising and you will further reinforce your position in the community as the go-to person for everything having to do with your area.
(11) DO OPEN HOUSES
While it may be true that open houses don’t always deliver a sale, they are a great way to meet potential buyers and future sellers in the neighborhood. There’s nothing better than meeting your potential clients in person, and even if they don’t want the house you’re showcasing, you now have the opportunity to offer your assistance with their property search.
(12) COMMIT TO FOLLOW UP & AMAZING SERVICE
Follow up–relentlessly and quickly–on every lead you get. Be determined, dedicated and eager. Be friendly and available. Make your leads feel like their property goals are important to you. Go out of your way, go above and beyond. The only way you can create a successful real estate business is through over-the-top amazing customer service.
(13) CAPITALIZE ON FREE MARKETING MATERIALS
Make sure you are maximizing the freebies offered by your brokerage. In addition, check with your home warranty company – they usually have a number of useful and free marketing materials that agents can use. For example, here is what Fidelity National Home Warranty offers: click here. While we’re on the topic of home warranties, don’t forget to add that option to your listing package and to your closing package. Home warranties help buyers and sellers alike, and also protect you and your business. Learn more about the many benefits of home warranties. And here are some tips on generating leads…..for free!
As with many things, the key to effective marketing for real estate is practice and consistency. Marketing your real estate business will take time and work. Depending on your workload you may want to hire someone to help out. Once you’ve created your marketing strategy, stick with it for at least a few months before making major tweaks. Give it a chance to deliver results and commit to being in it for the long run.