Marketing is no longer this mystical thing. Everything is trackable and measurable. Every action that we take in our marketing has one purpose and that is growth through more and more qualified appointments.
There are seven basic rules, if you want to have exponential growth on high-quality appointments.
So, let’s be clear when we say marketing that is, making phone calls, doing open houses, sending out a social post doing something on Facebook, writing an email, having a billboard having TV and radio.
It’s the whole gamut and everything you do that you are pushing out to the world to let them know your experience and that you want to help them. That’s marketing.
Lets dive deep into 7 basic rules now:
- Have only one outcome for everything you do
When you send out emails and mention some selling or offering to buy something, you give information about products and services and there are nine more things that you mention along with contact details.
Now, what is the outcome of this email? What action do I want them to take?
- Do I want them to like my Facebook page so I can work with them there?
- Do I want them to register to be a part of my real estate VIP newsletter?
- Do I want them to book a listing appointment?
- Do I want them to call me?
- What do I want them to do?
And the great mistake here is that you confuse your target customers.
Is that a really strong simple message? Or could it be slightly confusing?
Here’s the note. You need to sell one and sell that hard. If an email specifies just one thing, the reader is going to go deeper in that.
What do we do when we have so many options? When you have too many options you do nothing. But when you send your marketing message out you confuse them with all these options and you wonder why no one calls.
So make just one request. And when they all go to the website now and website converts. Your website now becomes the sales vehicle the 24 hour a day 7 days a week sales machine that does everything you wanted to do and more.
- Track everything
When you send those beautiful emails, and say for instance you sent 100 emails and you send them an open house invitation or newsletter, do you track open rates? If no, you should be tracking the open rate and also track every emails performance, because marketing is math.
Now, for instance if, open rate is about 18.6% on a hundred emails, that means 18.6 people got my message. After, when they open up the email say 30% or 40% or whatever your number is, but then how many then open it up and take the action now?
Do you track these people that they have clicked from email to site? Are you tracking that? If you like numbers in your savings account, there is a direct correlation to numbers in your savings account and numbers in your marketing. The more you know these numbers of marketing the more you can turn it up and then the savings account goes up because everything in marketing is math makes sense.
We have to be in front of people to earn their business and that’s difficult when there’s just one of us, so it’s print marketing.
We need to think more digitally digital marketing allows us as agents to engage many potential clients in one message one Facebook post can reach thousands one Yelp review can have far-reaching effects in your business one.
YouTube video can be seen millions of times.
So, let’s get started with the first and probably most popular way to advertise in real estate.
- Utilize Facebook
Facebook is a great way to stay in touch with family and friends, but it’s also one of the biggest advertising platforms out there. You need to have a Facebook business page setup and add account.
It is pretty easy to do hand in hand when Facebook and Instagram are hugely popular with the millennial demographic and can be the best place to find first-time homebuyers.
Luckily Instagram ads are run right from your ad’s manager in Facebook. Both these options keep you right in the daily feeds of the people you want to meet.
- Video is extremely important
Right now, it’s easy to get in your potential client’s timeline and you can make a 30 second video with a ton of information.
YouTube and Google ads are huge for Real Estate advertising since Google owns YouTube. You can manage your ads all in one place as well.
Also, the benefits of YouTube mean your video can show up at the top of the results in Google for home walkthroughs, local business interviews, local tips, places to see, are all great videos to drive your business.
When you are the listing agent, you have a video about your property on YouTube. Any search in Google will have your video right up top as Google pushes videos as search results.
So that’s a win for you. Everyone seems to start most searches on YouTube so, how to get into base jumping at three point four nine million views over 20 videos.
You probably want to know how to get your real estate advertising game kicked up.
- Next comes Google ads
Google ads does require more than Facebook. You need a quality. We add a bigger budget, $20 can keep you in business on Facebook for a while, but not so much on Google but the results you can get from a Google ad are pretty incredible and Google has a team of people who can help you get your ad running smoothly.
That’s a free service to you last but definitely not least or online directories. These two popular directories offer paid advertising as well, but can be used very effectively for free.
- Utilize websites Yelp
They are going to offer to sell you a service that’s very easy for you to do for free for the average consumer.
Yelp is used nine times out of ten. That’s not a real statistic, but it’s damn close. Yelp is very popular to find service providers.
So, it’s really important to have your profile set up so and get your clients to review you there but also note that you can’t ask to be reviewed on Yelp. It has to be organic or they won’t allow the review to show up on your profile.
When you search for the real estate agents in your area, results in the top are organic, but there are few more just above them which are paid ones. So if you have an unlimited marketing budget go for it. If not, the organic works much better and you don’t need to pay anything.
It’s not a get-rich-quick scheme, on the same token is Google My Business. It allows you to put your business information in and show up on Google Maps.
And when Google searches happen, it can show up your business on top. You can use this along with your Google ads or as again as a free service just to help you boost your business-like Yelp.
- Direct Mail
No, it’s not shiny and digital but there’s a huge demographic out there that wants to feel something real in their hands to be comfortable.
I’ve noticed that sellers are more receptive to a few postcards then they are to ads on their social feed. Buyers are more the opposite, seller seem to react more to the feel of a letter or a mailed report before they take any action.
So, utilize the service like Core Fact. You can’t count on one postcard to a hundred homes to work the first time it does happen, but that’s just not realistic. The average is four to seven touches to start seeing a real return on your investment.
