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Fall is the perfect time to start planning your real estate marketing strategy for next year. Your business may be slower right now, and the holiday hustle and bustle hasn’t begun.
As you think about 2018, you may wonder what trends are coming up that you should take advantage of. Here are some of the key ways you will want to expand your real estate marketing in 2018.
Expect “Boomerang Buyers”
Boomerang buyers are those who were forced out of the housing market in the 2009 crash due to foreclosure. Because adverse events like that impact credit for 7 years, they will be coming back into the market over the next few years.
The average age of someone who lost a home in the recession was 45, so these folks are in their late 40’s and 50’s, which can be a forgotten demographic when it comes to real estate marketing.
These folks will be skittish and may not have a huge down payment. To reach them with your marketing:
- Give information about how the housing market has changed since the recession
- Educate about programs available to non-first-time homebuyers
- Reach out to folks currently renting, especially older renters
- Share a lot of testimonials
- Be easy to communicate with online and off
Capitalize on New Real Estate Marketing Trends
The housing market is doing well, and it’s always been easy to become a real estate agent. However, it’s quite difficult to succeed in real estate, especially consistently over time.
As a result, you’ll want to focus some of your 2018 real estate marketing plan on innovative ways to stand out from your competition. Don’t be content to do what “everyone else” is doing, in your brokerage or elsewhere. Think outside the box.
Some marketing trends that are gaining a lot of attention include:
- Live streaming on social media, especially in place of open houses
- Drone marketing, both photography and video
- Chatbots that can give prospects personalized information, along with AI like Siri
- Geofencing and other location-specific marketing that can help you highlight listings to those passing by
Virtual reality and augmented reality are going to be big news in real estate marketing eventually, but they haven’t matured enough to be useful yet.
Use a Great Marketing Mix
At Printerbees, we’ve never believed in an “all in one basket” approach. We have found that our customers do best with a mix of marketing, both online and off.
We realize that many times, a real estate agent doesn’t have a large staff to do everything under the sun. That’s why we recommend choosing just one or two things in each category and doing them consistently.
Your marketing mix should include:
- Social media marketing, starting with Facebook and Instagram
- Your website, showcasing your listings and a blog
- Postal marketing, using Every Door Direct Mail (EDDM) and/or a mailing list
- In-person marketing, including pop bys, charity events, and more
Real estate marketing really requires you to have a farm area that you focus on in order to be successful. Choosing the right farm and then implementing a strong marketing mix will help you have a very profitable 2018.
Stay Consistent with What Works
Some things never change, and that includes basic human behavior. We’ll always recognize those we see often over those we don’t. We will always want to know, like, and trust those we do business with. We will always want to get recommendations from friends and family.
As a result, part of your 2018 real estate marketing plan should be focused on continuing your efforts on things that worked for you in the past. These might include:
- Sending thank you notes
- Using seasonal marketing to increase touches
- Regular farming, both in person and through the mail
- Updating your website and blog regularly
- Engaging your sphere of influence
When you know something works, make a note of it and spend more time and money in that area. On the other hand, carefully prune away those things that aren’t making a difference so you don’t waste your resources.