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I’m already SO excited about the new year. There’s just something about a new calendar that feels like a fresh start. And who couldn’t use a fresh start every once in a while?
There are so many new trends in real estate marketing, along with exciting new ways to reach out to customers. However, I’m a stickler for doing things right.
So, to keep your marketing ethical in 2018, avoid these marketing tactics!
Don’t: Discriminate in Your Niching
Targeting specific age groups or demographics is no problem at all. However, you want to be careful that your marketing pieces don’t include anything that can be considered discriminatory.
The National Association of Realtors® code of ethics bars any indication of preference, limitation, or discrimination based on race, color, religion, sex, handicap, familial status, national origin, sexual orientation, or gender identity.
That doesn’t mean you can’t choose a niche. It’s just that when you appeal to those customers in your marketing, you have to be careful not to make derogatory comments about other groups.
Don’t: Overstate Your Expertise
Everyone wants to be “#1” or “Best,” but making these claims without qualifications can get you in trouble. You can say that you had the most transactions in the area in 2016, or that you have a 4.8/5 satisfaction rating in reviews.
However, simply saying “Your #1 Realtor®” is not a good idea. Not only is it not true in the universal sense, but it doesn’t help the customer know why to hire you.
Instead, focus on specific ways you can – and have – helped customers with their problems. This will show that you understand a buyer’s or seller’s needs, and will help you get hired quickly.
Don’t: Buy Social Media Likes, Comments, or Followers
You want people to know you’re a big deal, right? However, if you’ve just started your Instagram, Facebook, or other social media accounts, you probably don’t have a lot of followers or interaction.
It can be tempting to skip the building process and simply buy what you’re looking for. What’s the harm in looking more popular than you really are?
Quite a lot, as it turns out. Buying likes, comments, and followers can destroy your credibility. Many times these followers don’t interact in ways that make sense for your post and customer base, making it obvious they are fake.
Would you hire a real estate agent with 100,000 followers that aren’t from their home country – and no other audience? Would you trust them to market your home well, and ethically?
Don’t: Fall Behind on Market Knowledge
Mispricing a home on purpose is obviously unethical, but what if you simply didn’t realize that the market in the area had shifted?
You may not be intending to do anything wrong, but you aren’t fulfilling your professional obligation to the seller. You need to be aware of changes in your target areas at all times.
This type of mistake can happen in other areas as well. If you are sleeping through your CEs instead of paying attention, or simply get lazy about keeping up on your industry, you risk making serious mistakes.
Take your job seriously, and you’ll be a top-flight real estate agent that folks will want to work with!
Make 2018 Your Best Year Yet
If you want to make 2018 your best year in real estate, focus on your marketing strategy and keep it ethical. We’re rooting for you!