As a real estate professional working strictly on commission, you are a small business. Which means you are in charge of your paycheck and no one else. As such, you are probably more aware than ever of the need to market your business for maximum visibility to potential clients. Following are smart ways to market your real estate business.
DEVELOP A NICHE
First off, get clear on the group or niche that you are marketing to. If you don’t have one, then take the time to figure out your real estate buying “audience.” Maybe it’s equestrians, or second home buyers, or a particular 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 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 people’s heads.
WHY YOU?
What do you do better than anybody else in the industry? This is something that will differentiate you from others and make potential clients turn to you for help.
HAVE A GREAT WEBSITE
A professional looking and functioning website that represents your personality and abilities is one of the most important assets you will create for your small business. This is where you show who you are, what you offer, where you are, and how a potential customer can contact you. Your website should be your own, not just the one your brokerage will offer to you for free (although having that in addition to your own gives you added SEO exposure in search engines, so make sure you take advantage of that, too.) Finally, your website should be integrated with your MLS search system so that your clients can search for property on your website in addition to the other sites (Zillow, Realtor.com, etc.) they will also be searching. The point is for you to have a strong digital presence that is interactive and current.
CONSIDER BLOGGING
Writing about your business may be the last thing you want to do or feel you have time for. However, sharing your industry experience and a little about who you are through a blog is a great way to gain organic traffic to your website and up your SEO (Search Engine Optimization). In addition it helps to establish you as an industry expert and is an effective way to get in front of folks who haven’t reached a purchasing decision yet. These are people that will become your future clients. A blog also helps people to feel like they know you. If you don’t have time to blog about the particulars of your real estate business, consider hiring a freelancer to help you.
CREATE A MONTHLY EMAIL NEWSLETTER
Take those blogs you are creating and use the material in a monthly email newsletter. Your newsletters should be consistent, brief, and offer useful, relevant info. Some ideas are: do a quick monthly market update of your niche, a short success story of a recent transaction, and then something fun, like a local event in the area. Keep your newsletters short, sweet and useful. And make sure you have a system to regularly update your email lists.
PROMOTE YOURSELF ON SOCIAL MEDIA – REGULARLY
Choose at least one social media platform. Facebook is probably one of the better choices since it tends to be the most used. Use posts and short form video. Most important, stick to a regular posting schedule. Again, if your time is limited, consider hiring someone to help with this. Make sure your posts guide your clients to your website, where they can read your latest blog and/or search for property. For more on using social media to market your business, click here.
DO SOME ADVERTISING
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.
USE TESTIMONIALS
Make sure you are continuously collecting positive testimonials and publish those on your website, your advertising, and your social media posts. If possible, do an 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.
CONNECT WITH OTHER 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 enforce your position in the community as the go-to person for everything having to do with your area.
WORK 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.
TAKE ADVANTAGE OF 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. 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.