Looking to drive more leads to your real estate firm? These 10 ideas will help jump-start your successful marketing approach and get your real estate company ready to serve the next generation of home-buyers. We know the real estate market is crowded with millions of agents all competing to get that next big deal. With an all time high of "1,233,704" member count according to the recent National Association of Realtors September 2017 Historic report. How do you stand out from the crowd?
Your Real Estate Marketing Strategy is a Key Element for Success
Your realtor marketing strategy must first require you (and all on your team) to be able to articulate what differentiates you from the thousands of real estate agents in the marketplace to your key audiences. These key audiences can include potential referral partners, your ideal client types and even influencers in your community.
In order to set your marketing plan apart from the rest, you need to first realize the value of marketing. If you're not willing to put in the time (and money) required to get your marketing up to date -- then you might as well stop reading the blog now.
Many real estate agents (and attorneys for that matter) have built successful companies through their relationship building skills alone. But newsflash, those relationships are aging, how are you adapting for the next generation of home-buyers? We put our heads together here at Hamlet Title and came up with these realtor marketing ideas just for you.
1) Update Your Real Estate Social Media Profiles
Okay, our first idea may be a bit presumptuous. We are assuming you all already have set up accounts on Twitter, LinkedIn, Instagram and Facebook. If you don't have social media accounts for your business, let's get on that.
Perhaps you've set them up but don't have time to post? Then you need to look at your existing team and think if any of them can take on the additional responsibility of handling social media management. If the answer is no one, then you can look into cost-effective alternatives and outsource the management. The next generation is on social media, if you want to gain their trust -- you need to get active.
2) Give Your Website a Face-Lift
I'm not proposing you need to get a completely new website immediately, but if you're going to have a website, you need to be updating it often. A user will lose attention in seconds if they think "nothing new" has been added since the last time they visited. If you're at all interested in gaining traction with the next generation of home-buyers, then you're going to need a website that doesn't look like it was made in the late 90's.
Take a magnifying glass to your services' descriptions. Is the information on your website fully up-to-date? Try to think from a client or prospect’s perspective. What kind of information about you is most important to them?
- Showcase what makes you and your team different.
- Who are the ideal types of clients that your firm works best with? What is the value you bring to their real estate needs?
- Display that you understand the unique challenges a first time home-buyer faces and the solutions that only your team of real estate agents can offer.
- Are you updating your website with new high quality photos of listing? How about HQ photos of you and your team in an "About Us" section? This is your chance to develop that trust and show transparency.
3) Don't Just Join -- Actively Participate in LinkedIn Groups
Simply joining LinkedIn Groups won’t do much for you. To gain powerful connections and grow your network, you need to be willing to stay dedicated to sharing content and engaging with others in the group.
Here are some community groups you can join today:
- Social Media for Real Estate
- Inman Smart About Real Estate
- Real Estate Training and Coaching for Agents
- Real Estate Professionals Group
- Realtors on the Internet (Real Estate Networking Group)
- Real Estate Professionals Referral Group
4) Using Benefit Language to Communicate Your Value
We understand that it's tempting to us social media to self-promote, but if you're not producing clear value for your prospect and are simply re-posting your services page, they will not want to work with you.
Show the prospect what's in it for them, and do that through your choice of language. Talk about who you help and how you serve them, not simply stating dryly what you do. We know you sell homes, Carl... but why should they choose you?!
5) Zillow, Trulia and Realtor.com Are Your Friends
Trust us, your next potential client is using the web, and more than likely they're checking one, if not all, of these sites to find the best deal. These three sites hold the majority of the market share for real estate listing sites and are especially popular with the key demographics searching to buy or sell homes right now.
According to comScore metrics, Zillow saw 140 million average monthly unique users for the (1st) quarter of 2017, an increase of 13% over the fourth quarter of last year.
If you're looking for more ways to generate leads from realtor.com, we found this additional resource for you: 5 Tips to Generate Leads on Realtor.com
6) Content is Truly King
A large majority of home-buyers will use the internet to research for months or even years before purchasing a home. Use this an opportunity to provide value to your key demographic.
- 90 percent of home buyers searched online at some point during their home buying process. (National Association of Realtors® 2012 Profile of Home Buyers and Sellers)
By starting a real estate blog and sharing valuable content, your marketing efforts will go a long way. You will start to begin to establish your company as a credible expert and thought leader, driving clients, prospects, and centers of influence to seek your advice.
The trick is to think about the main problems that your key target demographic is facing. Then think about these problems as opportunities to share your insights and provide value. Instead of creating super specific content based on current events, which isn't the most sustainable when you're a busy real estate agent, but instead focus on creating "evergreen" content. This is content that will always be applicable to your demographic and can be easily understood even without a lot of real estate market knowledge.
7) Get Your Lead Generation Machine Running
By leveraging new technology such as Hubspot, Marketo, and Jumplead, you can automate your sales process and actually start following up with the leads coming to your site through the process of Inbound Marketing.
What is Inbound Marketing?
Inbound marketing is an approach focused on attracting customers through content that are relevant and helpful — not interruptive. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media.
Unlike outbound marketing, inbound marketing does not need to fight for potential customers attention. By creating content designed to address the problems and needs of your ideal customers, you attract qualified prospects and build trust and credibility for your business. (Source: Hubspot.com)
To be successful at this, you will need to post new content regularly to your blog and be willing to upgrade your website. Most websites are set up pretty simply and rely on the reader to take the action and reach out to you. Instead, we suggest you implement one of these free online tools from Hellobar.com or Sumo.com to add a sidebar or pop-up on your site prompting people to take action.
8) Use Marketing Automation to Grow Your Email List
Email marketing is a concept that I'm sure you're familiar with, but perhaps are not leveraging. By using campaign managers such as MailChimp and Campaign Monitor, you can send out newsletters to reach your existing client-base and nurture new prospects. Your real estate company should be careful though to not over spam your prospect's inbox with self-promotion. Those are the emails that get deleted within 5 seconds.
Use this email list to send your newest blogs and add value to their days with helpful tips. This will help you stay top of mind with your previous clients and new prospects when they need your real estate services.
9) Optimize Your Real Estate Website for Key Search Terms
Search Engine Optimization can be very complicated, but there are easy first steps to take before beginning to optimize your website or social media accounts. Start researching your "keywords" - these are terms that your ideal client type are searching when going to google, bing, or any top search domains. Since you already know your clients and prospects well, this shouldn't be too difficult.
Your real estate firm's website has strong potential to be your main source of leads. However, to get to that point, you have to learn more about developing a strong SEO approach. What are terms that you want to be associated with?
We suggest using tools such as Google Keyword Planner and SEMRush. Start by typing in general terms along with your location and see what you can start optimizing your website to contain more of. CAUTION: Do not overload your page with these keywords as Google's algorithms will pick up on this and actual demote your ranking based on that.
10) Start Creating Video and 3D Real Estate Listings
Start making your potential buyers feel like they've already been inside the listing.
We suggest uploading your videos to Youtube. You can then share your videos to Facebook, Twitter, LinkedIn, really any social media platform you can think of. You'll also want to use these new video assets you've created and embed them right onto your website to keep your site looking fresh and interactive.
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