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Spock says “Stretch Your Marketing Investment.” (or something like that)

By Rebecca Chandler

"Live long and prosper."

“Live long and prosper.”

Ok, I’m a Star Trek geek.  A quote from the emotionally void, but logical Spock recently came to mind, “The needs of the many outweigh the needs of the few, or the one.” Why?  I was having a conversation with a colleague who noted that agents in his area would spend freely on marketing tools for a single listing, but would skimp on marketing themselves, all their listings, and their entire business.

I’m not suggesting that agents should not spend to market their listings. After all, this is, and should be, a basic seller expectation when they sign a listing agreement with a real estate professional. What I am saying is, are your marketing efforts supporting your entire business – and not just a single listing?

Food for thought —

The little things add up. At $200 here and $49 there, what are you really spending on marketing tools? And, are those really paying off? I’ve worked with agents in the past who never really added up all the little things they did. It’s the $25 here and the $99 there of which they lose track, and those small amounts add up to a larger amount – with little to no return on what turns out to be a larger investment than they realized. It’s worth taking a minute and counting up all the little things. A lot of a little can . . . well, add up to a lot.

Make ALL your marketing efforts work for ALL of your business. Of course, it’s wise to invest in marketing tools for a single listing, and it’s also wise to make sure those investments serve the rest of your business well. For example, professional photography pleases your seller, shows the listing in the best light, helps to drive traffic to the home and increases the likelihood of a higher sales price. But, good photography also shows that you are a professional with a commitment to your clients. Everywhere those photos appear are a reflection on you. What is your impression of an agent who uses good photography versus one who uses really bad photography? As a seller, which would you prefer? As a buyer, which home would you like to see?

The same holds true for your brochures, mailings, website, email campaigns, etc. Consistent and professional design showcases you, your brand and all your listings. Unprofessional or inconsistent marketing actually works against you – by indicating to potential clients that you are as well.

How much is your time worth? I belong to a couple of Facebook group of agents who discuss how to invest their money in their businesses. Every day, there is a new service or tool available. Some seem to be valuable and some . . . not so much. However, the quantity of options available makes me wonder how much time an agent should spend? Many of the options may be great, but how much time and effort does an individual agent have to invest in integrating all of these tools into a consistent and professional marketing campaign for their listings – and their business as a whole? Wouldn’t your time be better spent following up on leads and working with real clients and prospects versus managing a complex vendor network? Is all this really necessary?

Admittedly, I may be biased because I work for a company that provides multiple tools from a single source for a single price – serviced by local professionals, who do nothing but put together effective and professional marketing campaigns for real estate agents and brokers, but the point remains the same. Wouldn’t you rather write fewer checks for a multi-media campaign that provides most of what you need to market your listings AND your business overall?

Think it over. If you haven’t looked into The Real Estate Book multi-media packages lately, you should call up your local rep for a tour. What many think of as just that little magazine around town with the real estate ads in them – is not just a page of print advertising any more. Packages now include interactive features such as text lead generation and GPS enabled yard signs. Personal desktop, mobile, and tablet websites with IDX feeds available and personal vanity text codes for a mobile business card come are part of the bundle. And, the check is much smaller than you might expect and you get your own professional real estate marketing consultant.

I believe Mr. Spock would find this approach most logical.

“Dammit, Jim, I’m a doctor, not a real estate marketing professional!”

“Dammit, Jim, I’m a doctor, not a real estate marketing professional!”

 

Watch this video to learn more about The Real Estate Book marketing packages.

Visit this site to find your local Real Estate Book representative.

Read more here –

Mobile marketing

Personal branding

Tracking your marketing investments

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3 Steps for WINNING Local Traffic to YOUR Website

By Rebecca Chandler

This is the second in a series of conversations around practical tips to building your personal brand locally.

happy trophyWinning a Google war with a listing aggregate site with 20 million or so unique users is probably a long shot, but you CAN win more local buyer and seller traffic to your website by following these 3 steps.

Step 1 – Start with a good website. What should that include?

  • An IDX feed that puts the entire MLS on your site. That way, home shoppers won’t need to shop other websites once they’ve gotten used to yours. All the data is there.
  • Make sure your website displays well on a tablet and a phone. More and more consumers are using their tablets and phones to shop for homes – especially on the weekends when they are out looking. If the visitor has to “pinch and stretch” the screen or can’t navigate the tiny buttons, even if they find your site, they will leave your site – forever.

Step 2 – Go to where your prospects are and connect with them, physically. No, I don’t mean a group hug. (Where was your mind?) Instead, make sure they bump into your web address, not just virtually, but on the real streets of your real town. Here’s how.

  • Look for the places your ideal prospect lives, eats, works, shops and plays. Look for opportunities to advertise to reach them in those places. Use local advertising, local real estate magazines, direct mail, open house flyers, yard signs. Take out an ad in the high school football program. Sponsor an event and get your name and web address in the program. Bus stops. Billboards. You get the picture. Go where they are. Physically.

Step 3 – Be bold. Use text codes. Big brands like AMC, Costco, Kohl’s, Office Depot, Sonic and others are now using text codes to drive traffic and reminders to their clients. They place specific codes around the stores and in their ad campaigns to drive traffic to their mobile sites and apps – and ultimately sales. How do you do it?

  • Use a service like LocalSmartMobile offered by The Real Estate Book® to assign a specific code to every listing. Put that code on all advertising for that listing with a strong call to action. “To see inside this home, text T312634 to 85377.” When the consumer does, they will receive a text with a link to that property – on YOUR website (and you get a text with their phone number so you can follow up right away).
  • Use GPS enabled yard signs with text codes. LocalSmartMobile includes a yard sign with the call to action – “Text HOMES to 85377.” When the consumer does, they get a link to that listing on YOUR website, and you get a text with their phone number – so you can follow up while they are standing in front of the home.
  • Use a vanity code (Try texting SUPER to 85377) to drive traffic to YOUR mobile business card and website. Consumers can save your contact information and then go to your website to search for homes.

Taking these 3 steps will help you win more local traffic – on the real streets of your real town.

Want to learn more? Click here to watch a 2 minute video or contact your local Real Estate Book representative.

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New Distributor Jason Pitre takes over The Real Estate Book® of Prince Edward Island

Local professional adds interactive print and digital real estate advertising to business portfolio. 

TREB_CompetAdv-300x100LAWRENCEVILLE, GA, June 20, 2014 – The Real Estate Book®, the nation’s most established brand for marketing homes for sale, has announced a new independent distributor for the Prince Edward Island market.  The advertising vehicle offers real estate agents in over 300 markets in the U.S., Canada, and the Caribbean, highly targeted local advertising tools and wide out of market exposure via integrated marketing packages that include mobile, digital and traditional media.

“We’re really excited that Jason Pitre stepped up to the brand new Prince Edward Island territory.   Our client relationships have been strong there and Jason’s expertise and background in real estate add a new dimension of options for real estate professionals in the area,” said Scott Dixon, CEO of NewPointMedia Group, publishers of The Real Estate Book®/RealEstateBook.com.

Pitre’s professional background includes extensive experience in the real estate industry. Currently, he is a real estate investor and prior to that was a top REALTOR® in the market for many years. A very sharp businessman, Pitre is very familiar with The Real Estate Book and the local real estate landscape.

“Today, more than ever, it’s important to really market a home to sell it quickly and for the best price,” added Rebecca Chandler, Vice President of Marketing for the brand. “The multi-media marketing tools provided by The Real Estate Book® along with Jason’s professional experience have created a powerful offering for real estate professionals and the home sellers they represent.  Our clients are top agents and they look for the best.  I think we’ve hit a home run here for both.”

Distributors in over 300 markets across the U.S., Canada, and the Caribbean are working closely with the local real estate community to publish homes for sale in a locally distributed homes magazine, on the web, and through mobile marketing tools like text codes and QR codes placed on sign riders in front of the home.

“A once in a lifetime experience describes my enthusiasm in launching The Real Estate Book here in Prince Edward Island,” Pitre said, “I couldn’t be happier to be working with local REALTORS® in offering our Web, Mobile and Print Marketing products. REALTORS® will achieve and maintain a hyper-localized brand with the best listings here in Prince Edward Island!”

For advertising information, contact Jason Pitre at trebpei@gmail.com or facebook.com/trebpei

For more information on available markets and the opportunity, visit publishing.realestatebook.com or contact Patrick McGroder, whose contact information is listed below.

###

About NewPoint Media Group

NewPoint Media Group, LLC ™ specializes in targeted media solutions that include both print and digital distribution to create integrated advertising and marketing services that amplify overall effectiveness and results.  Leading brands include The Real Estate Book, Mature Living Choices, Senior Living Choices, New Home Finder, New Homes & Ideas, and New Homes Journal.  In addition, the Company’s Publications Print Division provides these services to a variety of industries.   The Company specializes in integrating print and digital media to effectively reach and engage a targeted consumer audience through local print distribution, web, mobile, direct mail, and social outlets.  For more information, visit NewPointMediaGroup.com.

Contacts:

Rebecca Chandler, VP, Marketing
NewPointMedia Group
770-962-7220 ext. 24672, rchandler@NewPointMediaGroup.com

Patrick J. McGroder, VP, Market Development
NewPoint Media Group
2305 Newpoint Parkway
Lawrenceville, GA 30043
cell: 704.657.3886, pmcgroder@NewPointMediaGroup.com

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