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The 3 Fundamental Focuses of Real Estate Marketing

3 Fundamentals of Real Estate Marketing

Do you feel like real estate marketing is complicated? Certainly there are a lot of various tactics, techniques, and activities involved in real estate marketing. But at its foundation, it’s simple.

There are actually only three fundamental focuses that make up real estate marketing. If you feel overwhelmed or don’t know where to start, consider taking just one step in each of these three areas.

#1: Print and Mail Marketing

Some Realtors® consider print and mail marketing “old school,” outdated, and too expensive to pursue. The truth is, direct mail still outperforms digital channels by a significant margin.

There’s so much less competition in the mailbox than the inbox it’s not even funny. You can’t afford to miss out. The return on your investment will be well worth it.

Here are a few ways to implement print and mail marketing:

  • Farming. Farming is still a crucial way to build up your reputation and brand in target neighborhoods. With Every Door Direct Mail (EDDM) making it easy to target a community even without a mailing list, there’s no excuse not to farm!
  • Flyers and Brochures. Having flyers and brochures that you distribute is another way to help your community get to know you. Think outside the box – you can put up flyers at various commercial locations, hand out brochures at a 5K or charity event, and more!
  • Just Listed and Just Sold. By using a planned series of Just Listed and Just Sold postcards, you can build interest in listings, sell them quickly, and promote your success to new prospects. Win-win-win!

#2: Online Real Estate Marketing

Just like you can’t neglect print marketing, you can’t neglect online real estate marketing either. Buyer and sellers will both evaluate you based on your website and online reviews. You can’t be caught off guard.

Over 73% of all Americans go online on a daily basis, and 21% report being online “almost constantly.” Social media, email, and other online strategies are how you meet these prospects where they are – on the internet.

Here are a few ways to implement online real estate marketing:

  • A Community Page. Having a community page on your website is an excellent way to become a go-to destination for prospects in your target neighborhoods. By listing new developments, community news, public events, and more, you can become the online expert in your target area.
  • Create and Join Social Media Communities. Posting once in awhile on social media is fine, but it won’t move the needle on your business. Instead, make the most impact in the least amount of time by being part of targeted online communities. Is there a Facebook group dedicated to your city, state, or area? By joining and sharing regularly, you can build trust and find clients. If there isn’t, create one!
  • Use Video. Video is a technique that helps move people beyond their goldfish-style attention span and commands their attention. By combining images and words, and verbal communication with nonverbal, you get the best of all world. Consider videos that showcase listings, show behind-the-scenes of your work, showcase testimonials, and more!

#3: In-Person Real Estate Marketing

Real estate is a personal business, and the best real estate marketing is focused and personal as well. Sometimes, you just have to physically be there.

Being personally present in target neighborhoods helps you be more than just a face online or in a brochure. It helps people make meaningful personal connections with you, and it’s the fastest way to help people know, like, and trust you.

Here are some ways to take advantage of in-person real estate marketing:

  • Volunteer. It can be hard to authentically connect with people if they see you as a salesperson. Instead, get involved in volunteering and charity events so that you have a natural reason to spend time with people and get to know them. Sometimes moving outside the business bubble brings the best relationships.
  • Serve in Local Politics. Being active in local politics has two benefits. Not only are you able to build relationships with influencers in your city, but you’re also able to help make decisions that can be impactful to the real estate market in your area. By being active, you’re helping make a real difference.
  • Sponsor Charity Events. By hosting or sponsoring charity events, you gain exposure for your real estate business in a way that matters to everyone in your community. Help sponsor a 5K or pancake breakfast or hold a fundraiser for your favorite organization. Being someone who gives back helps you build relationships and encourages others to like and trust you.

If you’ve been in real estate for a while, this article might have seemed a little basic. Let me encourage you – sometimes it pays to step back and look at the basics.

Realtors® busy themselves with dozens and dozens of techniques, tactics, and strategies to build their business and gain clients. Many of these aren’t valuable. By looking at the very basics of real estate marketing, you can evaluate which of your strategies fit in and earn you money, and which you should let go.

Let 2017 be the year you get back to basics, simplify your business, and focus on the systems that bring new clients and new cash into your real estate practice!

Is Print Marketing in Real Estate Still Effective?

Print Marketing for Real Estate

In today’s digital world, it can be tempting to write off real estate print marketing and other “old school” farming and outreach tactics as being outdated.

Surely everyone wants to receive things via email and text these days, right? And social media is surely the best way to reach your audience?

Actually, no.

Now, we’re not against email, text messaging, or social media marketing. But print marketing for real estate is far from dead.

Surprising Statistics About Print Marketing in Real Estate

Good marketing has several characteristics. It is focused on the right people, has the right message, and comes at the right time.

To be well received, it must seem personal. The person who receives it should feel like it applies specifically to them.

Finally, it should stand out. Your message must get noticed.

What you may not realize is that “snail mail”, or direct print marketing, checks all these boxes. Here are some statistics that may surprise you.

  • 70% of Americans say that direct mail is more personal than email. The impression is that direct mail takes more effort and that email can more easily be “spammed”.
  • 39% of customers try a new business for the first time because of direct mail.
  • A full 50% of US consumers prefer direct mail over email. I mean really, who needs more email?
  • A USPS study showed that over 60% of direct mail recipients were influenced to visit a promoted website.
  • 70% – 80% of consumers polled in 2014 say they open most of their direct mail, including “junk mail”.
  • A whopping 92% of young shoppers say that they prefer direct mail for making purchase decisions.

Direct mail is far from dead. It’s still being opened and read, and recipients are taking action based on the contents.

In fact, when you use real estate marketing postcards for your direct mail marketing, they don’t even have to open an envelope! Your message is front and center right away.

The fact is, everyone is overwhelmed with emails. There is far less competition in the mailbox than there ever has been. Use direct mail to get noticed in your real estate focus area!

How to Effectively Use Print Marketing for Real Estate

Sorry if this rains on your parade, but direct mail requires persistence and consistency, like all other forms of marketing.

The good news is, effective print marketing for real estate is relatively simple. And if you have trouble keeping up with the mailing schedule, you can outsource it easily without spending a fortune.

Here are some ideas for print marketing with real estate. Feel free to mix and match!

  • Once a month “New in the Neighborhood” postcard. This postcard can highlight community events, news, and upcoming holidays.
  • Once a month “Neighborhood Property Values” postcard. This postcard would highlight market activity and improvements/declines in property values. There would be a clear invitation for them to contact you for a personal home assessment.
  • The “Just Listed/Just Sold” series. We wrote a few months ago about a four-postcard series that helps you highlight and brag about your listings. You can use Every Door Direct Mail (EDDM) to blanket the area.
    • Coming Soon
    • Just Listed
    • Open House
    • Just Sold
  • Seasonal and Holiday Postcards. You can choose to send a postcard a month with a seasonal, fun message, or you can just choose one holiday a quarter to feature. You can even just send one holiday postcard per year. It’s up to you!

The key with making print marketing for real estate effective is that you choose a schedule and stick to it. Like I said before, I know the mailings take time. If you don’t have the time, Printerbees is here to help!

Not only can we print the postcards for you to mail, we can print them and mail them for you. You’ll never wake up in the middle of the night realizing you missed your mailing target date again!

Print marketing is still effective and there’s far less competition than there is on social media or email. If you’re ready to start your postcard marketing strategy, let us help! We have dozens of templates to choose from.

How do you execute print marketing? Share in the comments!

The Importance of Print Marketing for Listings

Postcard Marketing

Some Realtors® will tell you that printed marketing for listing is a waste of time. Good! Let them think that. The more Realtors® that think that way, the more opportunity that will open up for you.

While everyone else is clamoring for web space and billboards, there is still a perfectly good space that people see every day: Their mailbox.

Here’s why print marketing is still a valuable tool.

Many Realtors® Have Written It Off

The newer generation has stepped away from taking this seriously, so the amount of printed real estate materials out there right now has never been lower. It’s also very seldom high quality, because it’s treated as an afterthought. Once again, you have the advantage.

High quality portfolios, professional looking listings, and postcards that pop – these are all still materials that will sell your properties and elevate your brand.

Everyone is bombarded all day with Facebook ads and commercials before they watch a YouTube video. People are sick of digital marketing. This makes printed materials newly relevant, as they’re unique and tactile.

People Still Want Print

Even though everyone has an e-reader, tablet or smartphone, research shows that people still retain more information when they see it on paper. A great article written in Scientific American called Why the Brain Prefers Paper found that:

“Studies in the past two decades indicate that people often understand and remember text on paper better than on a screen. Screens may inhibit comprehension by preventing people from intuitively navigating and mentally mapping long texts.”

You Can Afford To, and Can’t Afford Not To

We’re not sure what data people are looking at when they say print is dead. Because the numbers we see are showing very strong vital signs.

  • 70% of Americans say snail mail is more personal than the Internet
  • 39% of customers try a business for the first time because of direct mail advertising
  • 92% of young shoppers say that they prefer direct mail for making purchasing decisions

Use the US Postal Service’s Every Door Direct Mail (EDDM) service. This lets you target the mailing route/ area that you’re about to list this house in. This way, when you have a property up for sale, you can affordably send a few hundred of their neighbors a Just Listed Postcard. You don’t even need a mailing this!

These are incredibly effective because…

Just Listed Postcards Make Fence-Sitters Want to Sell

The Thompsons were only “sort of thinking” about selling their home. They casually wondered if the time was right and how much they could get.

But then, they got a Just Listed postcard in the mail with the Jacksons’ house from down the street. They’ve seen the professional photos of beautiful staging you arranged for that home. Now, all they can do is think about selling.

This is how Realtors® “own” a neighborhood. They successfully sell property, and market the good work they’re doing to the rest of the area. The more people see your For Sale signs, just Listed postcard, and your Just Sold signs, the more they will trust you’re the local expert. Anyone can say they know a neighborhood. This is how you own one.

Print is far from dead. In fact, it’s the new secret weapon of savvy Realtors® who know they have a unique opportunity to provide something that people still want and value. They know postcards and other materials are a low-cost, high impact tactic that can help you sell multiple houses in an area.

Ready to own a neighborhood? Click here to select your design and your layout.

4 Ways to Market Real Estate Listings

Real Estate Listings Marketing

The challenge you face in making a real estate listing is right in the name itself: Listings. By definition, your property will be displayed in a list (in either online or print) among other ads that are trying to do the exact same thing you are.

When human eyes see a series of listings, they immediately go into “Just the facts, please” mode and start scanning for the things that will jump out to them. This means they’re only looking at price, location, neighborhood or the picture. That’s your small window to grab them.

So let’s take a look at 4 things you can do to make sure a homebuyer’s eyes stop scanning and stay locked on your real estate listing.

Spend the Time to Make Them Stand Out

The minimum effort will get the minimum results and attention. You should spend the time to teach yourself how to write compelling real estate listings, and figure out what words people respond to. Take them seriously, and really think about how to describe the home in the best possible way to showcase its best features.

Give the same amount of effort to the visuals. You need to combine expert home staging with professional photography to capture your audience’s attention when they’re scrolling or flipping through other real estate listings.

Just because you can shoot high-quality pictures on your iPhone doesn’t mean you will. Blurry, poorly frame and unprofessional looking pictures will turn people off immediately and send them to the next ad.

Create a Landing Page or Blog for Your Real Estate Listings

This helps you in selling this property to human beings, as well as search engines. This shows people that this house is worth all the effort you put into building a page/blog for it, while giving it an online presence.

“A dedicated post or landing page for a listing can help you build a robust marketing campaign for a property (beyond just the listing page),” advises real estate marketing expert, Sandra Manzanares.

“Add more in-depth descriptions, photos, video, and information about the area to better pitch the property, and optimize the post with hyper-local keywords, address names, and property type keywords to attract organic traffic. Share your blog with your network as you would a regular blog post.”

Add Videos to Your Real Estate Listings

Give your property the virtual tour treatment to take homebuyers inside the home and show them what it really has to offer. Videos are great, interesting, shareable, and really show the seller you’re serious about this home.

“Did you know that 73% of homeowners say they’re more likely to list with a realtor who offers to create a video for them, but only 4% of agents put their listings on YouTube,” said communications expert, Jess Maria.

Like your photos, make sure these videos look amazing. So either hire a professional or get a good camera and become really good at shooting them yourself.

Make Sure You Have Printed Takeaways at Open Houses

Put together a little bundle that gives your open house guests all the required information (floor plan, area comparables), while also using all of your professional photos to remind people how amazing this place is.

Also, always put your business card front and center, so they can quickly get in touch with you for the next step. Never send them away empty handed!

Real estate listings are an art AND a science. So invest the time it takes to make them stand out with great words and pictures, while giving them a strong online presence with videos and a first rate open house takeaway package.

If you need to print new packages or any other real estate materials, start by clicking here – we’re here to serve!

How to Use Real Estate Flyers to Boost Your Business

Real Estate Flyers

Any real estate agent knows that you have to constantly be building and marketing your business if you want to succeed, and one of the best ways to do this in today’s marketing is by creating and distributing real estate flyers.

That’s right – hard copy, printed-on-quality-paper, hold-in-your-hand real estate flyers. There’s just something about a physical flyer that will always be relevant, even with digital marketing trends on the rise.

Plus, a flyer will linger around on the kitchen counter of potential clients instead of being deleted or clicked away from in an Internet browser, so you will always remain at the forefront of their minds.

When done correctly, a good real estate flyer will not only help to build your own personal brand, but also sell your listed properties and gain new prospects.

Here are a few things to keep in mind, to ensure that everything goes off without a hitch…

Use High-Quality Images to Highlight Key Features of the Home

A picture is worth much more than a thousand words on a real estate flyer because you only have so much space to really make your listings pop. These images can either make or break the sale of your listing, and a flyer is a great way to distribute them to interested parties. Take the time to hire a professional photographer to take great pictures of both the inside and outside of the listing and then include the very best of those images on your real estate flyer. You could even include a call to action below the photos saying something like, “Interested in this listing? Visit my website to view more photos of the home and the surrounding area.”  This could be a great way to drive more traffic back to your website and increase your brand recognition – but more on call to actions in a minute.

Describe Your Listings in Great Detail

Right next to photos in importance is the actual description of your listing on the flyer you create. This is another great opportunity for you as the real estate agent to really make your listing stand out from the competition by listing out the best features of the home in an easy-to-read format. By placing your real estate flyer prominently in front of your listed home, it’s likely that quite a few potential buyers will pick one up as they drive around the neighborhood. Take advantage of this opportunity to really sell your listing!

Include Your Own Personal Contact Information (And Don’t Forget Social Media!)

With so many people receiving your flyers, it only makes sense to include your contact information. Maybe potential buyers will use it to contact you about your current listing, or, if they’re not quite ready to buy a home, they may just save your information for a later date. And don’t just limit your contact information to your business address and phone number – remember to also include your social media platforms and website address. Encourage people to follow you on social media to receive updates on future homes coming on the market – not only is this a great way to build your brand online, but also develop more potential leads.

Sign Off All Real Estate Flyers with a Solid Call to Action

And finally, you should always end all real estate flyers with a solid, actionable call to action – or in other words, leave your potential buyers with a next step to follow. This could be to text or call you for more information on the listing, visit your website, or follow you on social media to see the latest developments in the local real estate market. Whatever action you want potential buyers to take next, be sure to ask for it. If you don’t, it’s highly likely that no action will be taken at all which won’t do your business any favors.

All in all, real estate flyers can be a great way to grow your business, sell your current listings, and even develop new leads. The key is to be consistent – keep putting out flyers on a regular basis and eventually you’ll start to see success!

How to Make Your Real Estate Listings Stand Out

Real Estate Listings Stand Out

There’s nothing more important that making you real estate listings stand out, especially in a market flooded with competition.

But…how can you do this?

Is there a special formula or strategy to follow that will guarantee results?

Yes and no – while it’s difficult to choose one strategy that’s guaranteed to work for everyone, there are a LOT of little things you can do to really make your real estate listings “pop” and stand out from the crowd.

To help you out, we’ve put together a list of our favorites – give some of these ideas a try today!

Showcase the Home with a Virtual Tour

What better way to show off your client’s new listing than by bringing prospective buyers to the actual home? And while it may not be realistic to assume that everyone who views a listing will actually step foot on the property, you can bring them there virtually! Try creating a video of your new listing in order to give potential buyers a virtual tour of the outside and inside of the home.

Load You Real Estate Listings with Awesome Photos

We’ve talked about the importance of photography and tips on how to get the perfect shots before, but it’s important enough to bring up again. Never underestimate the power of a well taken, beautifully edited photograph – for both the outside and inside of your new listing. And as a bonus, you can use those photos for printed materials like fliers and just listed postcards as well!

Stage the Property Well and Don’t Forget to Declutter

Another important element that may seem rather obvious but, if done incorrectly, can wreck a new listing is staging the property well. When staging, think about painting a picture of what life could be like for potential buyers – you want them to be able to imagine themselves in the home and know for sure if it will be a good fit for their needs. One tip – get rid of all the clutter or personal items leftover from the previous owners. Attempt to create as blank of a slate (without doing away with the essentials like furniture) as possible.

Use Strong Persuasive Copy for Your MLS Listing Descriptions

We just mentioned the importance of quality images, but it’s equally important to never underestimate the power of the words used to describe your real estate listings. These might just be the words that ultimately cause a potential buyer to take the plunge and make an offer on your listing, so it’s definitely worth taking some time to create a solid description of the property. Some things to consider and include:

  • Details on the neighborhood, location, surrounding areas and the school district the property belongs to.
  • Any special details associated with the kitchen or bathroom, especially recent upgrades – for example, stainless steel appliances in the kitchen or a soaker tub in the bathroom.
  • If there have been any recent upgrades to the home – including things like roofing, electrical, HVAC, etc. – be sure to include those items as well.
  • Any neat outdoor features, such as a pool, patio, hot tub or even a large amount of acreage, should be included as well.

Take Advantage of Different Print Marketing Materials

There are so many different ways to advertise and spread the word about your new listing, but distributing print marketing materials should always be near the top of your list. Signs for the front of the property will help draw in passing traffic while new listing flyers and postcards can help to spread the word about the listing even further. Try sending out flyers to homes in the surrounding areas or even posting them on local community bulletin boards. (Printerbees offers a variety of customizable real estate marketing materials if you’d like some inspiration!)

Do Something Digital and Blast New Listings Out Via Email

Digital marketing should never be ignored, and one easy way to make sure your new listing is seen by as many potential buyers as possible is to blast it out to everyone on your email list. While many of these people might be past clients, you never know when someone might be looking to buy a new property, and the one you have listed might just be the perfect fit for them.

There are a lot of different ways to go about marketing your new real estate listing, and there’s no single best way to do it. But, if you give some of these ideas a try, you’ll be well on your way to a successful closing!

Creating BUZZ in Your Marketing!

I got to sit down with two real estate marketing superstars – Dobbin Buck of GetUWired Web Services and Greg Harrelson of The Harrelson Group Century 21. Greg has over 20 years of experience in real estate, is in the top 1% of all Realtors® nationwide, and his office sells over 1000 homes per year.

It was a great conversation – watch below!

 

Topics discussed:

  • Marketing Automation
  • Print Marketing
  • How to overcome a “scatter-shot” marketing approach
  • How to understand prospect engagement and build relationships
    • Key tactics and strategies by minute 15!
  • Marketing automation services specifically for Realtors®

For more information about the detailed, Realtor®-focused marketing solutions we discussed, visit the link below. You don’t want to miss it!

Click Here for More Information!

If you don’t have time to watch the full video, the link will give you details of the marketing solution. However, be sure to come back and watch later – you don’t want to miss the in-person tips and strategies shared!

What did you enjoy most about our talk? Share in the comments!