When you get into this business, it can be very overwhelming. You can feel like you’ve got tons of tactics, rumors, and ideas about marketing flying around your head, but you don’t know what to grab on to. As a result, many new agents get paralyzed and do very little.
Even Realtors® who have been in this business a long time are susceptible to similar overload. The online marketplace has brought dozens of new platforms and “must do” marketing tactics. It’s easy to get overwhelmed and either ignore online marketing or do a little bit, and badly.
Obviously, neither of these scenarios is a path to success. Many times it helps to step back and remember the principles that transcend platforms, technology, or rumors. Here are the three essential marketing truths for real estate.
Inconsistent Follow-up DOESN’T WORK
This is absolutely true ALL of the time, whether you’re talking about door-knocking, email, or social media. If you’re not consistent in your marketing, you’re not going to win the sale. Prospects need to see your face over and over before they feel the sense of trust needed to work with you on the biggest investment they’ll probably ever make.
In the book Millionaire Real Estate Agent, the Gary Keller advocates 33 touches per year for prospects in your database. He writes that for every 12 people you touch 33 times, you can expect two sales. How many people have you had 33 contacts with in the last year?
Keeping your follow-up consistent can be time consuming. That’s why I advocate marketing automation so often. I personally use Infusionsoft, and I’ve seen revenues increase 472% without increasing staff headcount at all.
Personalized Follow-up Matters
When I tout the benefits of automation, don’t get confused and think I mean “depersonalized follow-up”. In fact, personalized follow-up is essential in any marketing, especially real estate.
Buyers and sellers want to know that they, specifically, are important to you. If you treat them like a number, they’ll treat you like a number – and demand more for less. But if you treat them like a person, providing full-service real estate assistance, they won’t worry about the numbers – they’ll be so impressed by your professionalism that they’ll be happy to pay your commission.
When using marketing automation, personalizing your responses is important. That means a lot more than just making sure the email includes their name. It also means that you build systems that send different responses based on how your prospects act: whether they click a link, download a report, or don’t do anything at all. If that sounds complex, consider a service like GetUSales, who has specific automation packages for real estate agents where all of your systems are built for you. It makes it simple to implement marketing automation straight out of the box.
Combining Multiple Platforms Brings the Best Results
Too many people get hung up on the newest marketing platform. Unfortunately, that means that their other marketing efforts get abandoned. It’s not worth it to chase the new, shiny social media outlet – they never end! Instead, focus on your best platforms and stay consistent.
The best mix of platforms include in-person, traditional mail, and online outreaches. Taking advantage of open-house visitors, participating in community events, and hosting holiday parties are great in-person ideas. Traditional postcards and Every Door Direct Mail are great ways to farm an area – when done consistently, of course. And online, there are a host of social media platforms. Focus on one or two, as your time allows.
Successful Realtors® know that it takes multiple types of outreach to bring good results in real estate marketing, but they don’t allow themselves to get bogged down by doing too much. Instead, they choose a simple mix of online and offline efforts that allow them to maximize their time and return on investment.
With all the excitement, rumors, new platforms, and new marketing ideas that come out each day, it can be helpful to remember the basics. The three essential marketing truths of real estate are: 1) Inconsistent follow-up doesn’t work. 2) Personalized follow-up matters, and 3) Combining multiple platforms brings the best results.
How are you going to put those truths to work for you today? Share in the comments!