In the real estate marketing game, there’s no shortage of self-promotion.
It’s a fine line, walking between getting your name out there, promoting your successes...and simply promoting your ego.
In your direct response marketing, it’s imperative to craft your ad around your prospect, their needs and providing them value.
If you do this, you will immediately stand out from 95% of your competition.
Facebook ads or even simple posts that have copy written only about how great the realtor is won’t compel anyone to click.
I don’t care how many houses you sold last week or how many BMW’s your commission checks bought you.
I only care about whether or not you can help me solve my problem. If I can’t answer that question from your ad, chances are I’m not clicking or calling you.
It’s too easy for many agents to get locked into the habit of posting or advertising about how great they are, how much they outsell others, and how “I love my job, I sold 3 houses this month therefore I must be God’s gift to real estate.”
I get it, you may be pretty good at what you do, and you do need to let people know you’re a solid agent, but when it comes to new client acquisition, you must appeal to THEIR needs, not your own.
I recently read a fantastic book called The Go-Giver. (Excellent, highly recommend!) It discusses how to be truly successful in business and in life, one must learn the ability to give value.
One of the book’s tenets is “Your true worth is determined by how much more you give in value than you take in payment.”
In any kind of marketing, the most successful businesses put the needs of their potential customers first. They provide prospects value and show them that they truly care about helping them solve their problem by offering a solution.
In real estate, a very “Look at me” line of business, positioning yourself as the person who can solve a home buyer or seller’s problem and provide value before any money even changes hands, will set you apart.
Offer new home buyers a list of the top homes in the area at a certain price point, offer sellers a free home evaluation, get them on the phone and find out exactly what their needs are and help them solve their problem.
Consider what you’re putting out there with your ads or posts. Read them as if you were a prospect.
Would you respond to you?
Click the button below to find out how you can provide value and gain warm leads!
Any realtor who is worth their salt invests heavily in their marketing. You can be the best agent in the world but if nobody knows you exist, how will you ever be successful?
Today, there are endless ways to market one’s self. This is great and not so great all at the same time. Great because there’s so many options, and not so great because, well, what do you choose? Death by options.
The best realtors have a marketing strategy and they stick to it. However, they also aren’t afraid to pivot and adapt when it comes to staying on the cutting edge of marketing.
This leads me to the 3 sins I see so many agents commit when it comes to their marketing. Avoid these and you’ll be ahead of 90% of your competition:
1. Falling victim to “shiny object syndrome.”
This is by far the most deadly marketing sin a realtor can commit and is the best way to ensure you end up in a perpetual cycle of crummy results. “SOS” is the practice of wanting to dip your toes into every form of marketing but only sticking with your choice long enough to ensure you see terrible results. You’re distracted by the allure of a different form of marketing every month.
Agents must pick their preferred platform and stick with it for 3-6 months minimum. For example, you’d be amazed by the number of agents I’ve spoken to who have claimed to use Facebook Ads (most are only “Boosting” and that’s also a terrible idea) and stated it was useless and a waste of money. When I ask how long they’ve actually been using the platform, I’d say the average answer is “about a month.”
Especially if you aren’t utilizing professional help with something like FB ads, how can you expect glowing results within such a short time frame? If you don’t stick with a strategy and tweak and optimize over time, you’ll never have a chance at seeing positive results. Pick one main platform for acquiring new leads and maintain 2-3 supplemental forms of marketing. Stick with them, become an expert at them and watch your clientele grow.
2. Being inconsistent with your chosen avenues.
Building trust is a huge part of being successful in sales. As a realtor, you need your clients or prospects trust if they are going to let you guide them through the home buying or selling process. There’s no better way to lose the trust of a current client or never gain it from a prospect than inconsistency.
When you pick your marketing avenues, you need to dive in hard and fast and keep your foot on the pedal. If you aren’t showing up in people’s FB newsfeeds with an ad every week, aren’t hitting your current clients with a mailer every month and don’t have a steady drip of emails to your list, you aren’t being consistent. Like the old quote goes, “stick with something long enough and you just might be successful.”
3. Not marketing to your new and current clients.
The National Association of Realtors reports that only 23% of clients use the same agent they purchased their home with to then help them sell their same home. Only 23%!!! This crazy stat proves one thing...marketing CANNOT stop once your prospect has become a client. But too often agents forget this little nugget and lose out on the best kind of business, repeat business.
All agents must employ an “after the sale” marketing program. Assuming you provided them astounding service and helped them buy or sell with success, these clients are going to be some of your best assets. This is where your supplemental forms of marketing are most effective i.e. emails, mailers, personal notes on holidays and life events etc.
By staying in front of them consistently, you’re always reminding them of their great experience with you and they will become your top referral source, your cheerleaders and your repeat customers. If you forget about them, they’ll forget about you.
Final bonus tip: Don’t be afraid to invest in help with your marketing. Especially when it comes to paid advertising on platforms like Facebook, there are people who are experts in this field (yes, myself included...shameless plug) who can get you the results you want without you having to lift a finger. Just like I don’t expect you to go learn Photoshop and create, print, and mail your own mailers, I don’t expect you to get onto Facebook Advertising and know what to do to be successful.
Marketing yourself and drumming up business shouldn’t have to be your biggest headache. Pick your mediums, invest in them and stick with them. Being the jack of all real estate marketing trades will only ensure you will be the master of none.
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