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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