In real estate, there are dozens of strategies available. It can be hard to know where to start. Fortunately, there are some that are tried-and-true real estate marketing strategies that you can employ simply and consistently. Here are the four most effective real estate marketing strategies and how to implement them to your best advantage.
Farming a Neighborhood
Although this real estate marketing strategy requires time to work, the returns are amazing. I recommend this strategy for every agent – and stick with it! Start by choosing the neighborhood where you want to excel. Then, take the following steps to obtain maximum results from your efforts.
- Research the area, including sports team affiliations, where the residents tend to work (do they commute downtown?), family profile (lots of children? Retirees?) and more.
- Once you know the area well, consider sending an introduction letter with some materials about your brokerage and practice. Include some key real estate information about the area, like market reports and a neighborhood profile.
- Finally, follow up with a consistent outreach program. Consider sending weekly materials for a couple of months, followed by an ongoing monthly newsletter, postcard, or other information.
These efforts will keep you top of mind to homeowners in the area. In addition to mailings, make yourself physically present in the neighborhood as much as you can. Walk your dog there, go to community events, and even shop in the area occasionally. The more they get to know and trust you, the more likely you are to be their agent of choice when they buy or sell.
Just Sold/Just Listed Flyers
Sharing the success of your real estate practice is a great way to get attention from other homeowners in the area. Two real estate marketing strategies are helpful in doing so. A “Just Sold” flyer – focused on the customer and home more than on you – can be a great way to point out that you are a successful agent with a great track record. “Just Listed” flyers draw attention to your business while also bringing potential buyers to the property, which is a win-win for any agent.
To make your flyer stand out, be creative without losing the key message. Instead of “Just Listed”, for instance, try something like “Could This Be Your New Home?”. For a “Just Sold” flyer, lead with “Moving on Up”, and then provide information about the home and sale.
The key with any marketing material is to make sure it’s relevant to the person receiving it. Don’t spend time trumpeting about yourself and your success. Feature a testimonial from the homeowners that have benefited from your expertise, or highlight the features of the new listing that could benefit the reader. In that way, you’ll hold attention while still building a strong awareness of your practice.
Contacting Expired Listings
Expired listings are an amazing real estate marketing opportunity for any agent, but some Realtors® feel uncomfortable approaching them. Remember that these are homeowners that need additional help selling their home, and don’t be afraid to offer that help. If the previous agent couldn’t help them, then perhaps you can!
There are many ways to contact expired listings. You can call them directly and ask them about the experience they had and what struggles occurred with the listing. You can email them as part of an email marketing campaign. You can also send expired listing postcards or letters. My personal preference is the phone call, simply because you can direct the flow of the conversation and get specific questions answered as you offer your services.
No matter how you contact an expired listing, as part of your real estate marketing strategy be sure to get the most out of it by focusing on the homeowner. Empathize with their frustration. Feel out the nature of the problem they had. If appropriate – and it usually is – offer yourself as a possible solution to the issue. Trust your gut – some listings expire because the homeowner isn’t ready to sell at an appropriate price or has some other difficult attitude. Most of the time, however, you can come in and save the day.
In most areas of the country, the seasons are a very significant part of how and when homes are bought and sold. Whether people move in the summer to avoid disrupting their child’s school year, or decide not to list in the winter because the house is less attractive, seasonal concerns are in the forefront of real estate.
As a Realtor®, you can use these concerns to your advantage as you plan your real estate marketing strategies. By using postcard marketing, email marketing, or social media posts, you can acknowledge each season and tie it in to your real estate message.
Information about standing out as one of few listings in the winter can boost business during a slow time. Notes about spring cleaning, home staging, and taking advantage of prime listing season can help kick off the spring. Summer and fall likewise offer their own holidays and advantages that can be highlighted in your marketing.
Remember that your seasonal communication doesn’t have to be a hard sell. Sometimes a fun word search or an invitation to a fall ‘Harvest Party’ at your brokerage is all you need to recognize the season while keeping your real estate business front-of-mind for residents.
Choosing your real estate marketing strategies can seem overwhelming, but sticking to the basics can make it much easier. By farming neighborhoods, using just sold and just listed flyers, contacting expired listings, and using seasonal outreach, you can keep it simple and still become one of the top performing Realtors® in your area.
If we at Printerbees can help you in any way, let us know! We’re always here for you and would be delighted to help you implement any or all of the above strategies.
What’s your favorite real estate marketing strategy? Share in the comments!