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Build Your Real Estate Brand. Build Your Real Estate Business.

By Rebecca Chandler

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

Let’s say that you were buying or selling your most highly valued personal possession and wanted to hire someone to help you. Would you just put your name in a hat and hire whomever pulled it out randomly? Certainly not. Then, why would you think a home buyer or seller would?  Real estate is way too valuable to base a home purchase or home sale on a random selection of a real estate agent.

Several home search websites do just that. They require that the consumer register in exchange for information, so they can pass along the name to a real estate agent who has paid them for the lead. This method may generate leads, but rarely wins new clients. Why? Consumers today choose with whom they want to do business, not the other way around.

The process is frustrating for the consumer. They want the information, but would probably rather choose their real estate professional themselves. Home sellers and buyers want someone knowledgeable about not just real estate, and not just real estate in their town, but real estate in their local neighborhood. And, they know that to find that perfect agent, registering on a listing aggregation site just won’t do it. And, the agents who work these leads may be wasting time, money, and energy following up with prospects who are not open to being contacted at all.

So, what to do instead?

Create a marketing campaign for you and your brand that builds not only top-of-mind awareness among local consumers, but that also makes them want to contact you and makes them open to you contacting them. How?

Think about how big brands drive demand. They create an expectation of what it is like to do business with them, to walk into their store, shop on their website, or call them for assistance. They tell the consumer what to expect. No surprises. Before you ever walked in to a Target®, McDonald’s, or Macy’s, you had an idea of what the experience would be like.

Those with strong personal brands do this very well. Think about Oprah, Jimmy Buffet, Rachael Ray, or Barbara Corcoran. If you were to meet them on the street, you already have an expectation of what that experience would be like – and most likely, it’s a positive one. They place a high priority on their personal brands – and it shows.

Shouldn’t that be part of your marketing program for your brand? Placing your listings on a listing aggregate site (while a good thing to do), doesn’t sufficiently build your brand with local buyers and sellers. Instead, look for ways to let your prospective customers know why they should be calling you to help them through the transaction for the most highly valued possession they own.

Looking for guidance? Contact your local Real Estate Book representative. Go to Store.RealEstateBook.com to find your local representative.

This is the first in a series of conversations around practical tips to building your personal brand locally. Next week: Top tips for building local traffic to YOUR website.

For more on building your brand, read this post and download “Your Personal Brand Workbook.”

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Over 1,000 agents sign up for LocalSmartMobile Integrated Media Marketing Packages

FOR IMMEDIATE RELEASE

May 29, 2014

New offering from The Real Estate Book expands personal branding packages, includes web, mobile, and social media tools and gives real estate agents and brokers tools to rival national listing sites.

LAWRENCEVILLE, GA – A new marketing product suite is rapidly gaining momentum as more agents and brokers are realizing the value of a multi-media marketing campaign for their brands.

“Big brands like Coca-Cola, Delta or Home Depot don’t invest their advertising budgets in a single media,” said Scott Dixon, CEO of NewPointMediaGroup, parent company of The Real Estate Book® brand. “They know they need both digital and traditional media to deliver their advertising messages most effectively. We think real estate agents and brokers should do the same. We’ve just made it really easy and affordable.”

The new marketing suite, called “LocalSmartMobile,” includes –

  • A printed ad in a locally distributed real estate magazine
  • Agent branded website with IDX – (allows them to display all the available listings currently on the market.)
  • Agent branded tablet site with IDX
  • Agent branded mobile site with IDX
  • Mobile business card
  • Branded gateway app for iPhone or Android
  • Vanity text codes
  • Mobile lead generation tools – text for info and QR codes
  • Custom single property mobile, tablet and web sites
  • One-click digital ad creation for email campaigns and web postings
  • Printable PDF property brochures with mobile lead generation
  • GPS-enabled yard signs
  • Lead management, tracking and analytics
  • Simple dashboard management

“We’ve combined new tools with our powerful local print offering to synchronize the agent’s marketing efforts and create what we think is the most effective way to promote the agent locally, generate more buyer leads, and to help the agent gain more listings,” adds Rebecca Chandler, Vice President of Marketing for the brand. “The total package is also very, very affordable since we combine all the tools into one. Paying for them individually would be much more expensive, so it’s really a cost-savings for the agent.”

So far, over 1,000 agents agree. The new offer, launched mid-April, also allows them to compete with large home listing aggregation websites for local traffic.

“A lot of real estate marketing companies are really good at branding themselves. We tell agents that we want to be really good at branding you,” said Adam Brown, Senior Vice President of The Real Estate Book. “That’s something we’ve always believed in. Our job is to brand the agent.”

The new offering allows agents to easily create IDX-fed web, tablet, and mobile sites so that home shopping consumers can search the entire MLS from the agent’s own branded site.

“IDX-fed sites are not new to the industry,” Brown added, “but the features of this offering are very unique and an extremely powerful tools for agents and brokers building their brand in their local market. The experience rivals any national listing site so the consumer never needs to shop anywhere else.”

For home shoppers, the experience is easy since most are shopping while out and about – from their phones. “Mobile browsing stats sky rocket on the weekends when most home shopping takes place, so it’s absolutely critical that agents today have all the mobile tools necessary to engage their prospective clients – at the exact time and place they are shopping,” Brown said. “Anything less than a satisfying mobile experience for the user will send them on to the next site or app and the agent loses the opportunity.”

“The Real Estate Book knows local advertising better than any of our competitors,” Brown said. We’ve been distributing local real estate magazines on the streets of North America for the last 30 years – successfully, and our local distributors know their markets better than any telesales rep in another state ever could.”

“This local advantage means that agents and brokers are working with a local expert to distribute their advertising in places where their prospective clients actually live, work, shop, and play versus waiting, wishing and hoping to be found in a Google search online,” Chandler added.

Click here to view a video overview of the program.

To learn more about the LocalSmartMobile advantage, contact a local Real Estate Book representative. Find them at Store.RealEstateBook.com.

 

About The Real Estate Book/RealEsateBook.com

The Real Estate Book offers print, web, mobile, direct mail and social media tools to deliver leads and result s to real estate professionals. With local print publications in over 300 markets across the U.S., Canada, and the Caribbean, and approximately 300 additional markets displaying online content, RealEstateBook.com is a top-rated real estate website with over 1.5 million listings updated daily.

 

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

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Spring has Sprung! New Marketing Trends for Real Estate

By Rebecca Chandler

springtimeAhh. Spring. Trees bud. Flowers bloom. Baby birds are singing. The time when we awaken from our winter hibernation and embrace a fresh start – and home buyers and sellers are actively shopping for homes and real estate agents. Are you keeping up? Or is your marketing plan still in hibernation?

As the media landscape has changed and consumer home shopping and media consumption habits have changed, have you? Here are some new trends you should embrace and some old trends you should leave in hibernation.

Old marketing habits you should leave in hibernation.

STOP – Referring to your home marketing presentation as a “listing presentation.” The most important service a seller expects from their real estate agent is marketing.* Begin referring to the presentation you make on an appointment with a potential seller as a “marketing presentation.” Include all the ways you will put their home in front of potential buyers. Make a list. Bring samples. Your presentation will outshine those who only bring a CMA.

STOP – Relying primarily on listing aggregation sites for leads. You absolutely should put your listings on free listing aggregation sites. They get a lot of traffic and are a basic expectation for your marketing presentation. However, your listings are competing with every listing in town and you are drowning in a sea of online data, waiting and wishing that someone will stumble upon one of your listings and waiting and wishing that they would call or email you. It just doesn’t happen that often. Consider it web exposure, but not robust lead generation. Look for ways to reach out to local buyers and sellers using active advertising and lead generation strategies instead of waiting for them to find you.

STOP – Relying on your referral network for ALL your business. Your referral base is a great source of business, but it can’t be the only source of business. Repeat business only happens every 6-10 years in most cases, and agents who consistently advertise and market their services may gain top-of-mind awareness that you’ve lost. Also, today’s consumers have high expectations. A simple referral may not be enough to seal the deal if a seller doesn’t feel you will actively market their home – or if a buyer has not seen you actively working their area of interest.

New trends you should embrace.

START With a fresh look at your branding. Is your website old and tired? Is your photo the same one you’ve used for the last 10 years? What about your branding in general – colors, logos, and style? Does it look clean and fresh? Dark, heavy colors are out. Light and bright colors are in – especially for spring. Freshen up your marketing “wardrobe” to get new attention.

START –Mobilizing everything. What does you website look like when you open it in the browser on your phone? If you have to “pinch and stretch” to see it, most will abandon it and move on. Do you have single property mobile sites for all your listings? Text code lead generation? GPS-enabled sign riders? More and more consumers are relying on their phones to text codes for more information, download apps, search the web, browse the Internet, etc. Make sure you are taking advantage of being able to reach consumers on the go.

START – Incorporating an IDX feed into your site. Buyers and sellers today think a home shopping experience should be comprehensive. They want to search, on their own, every available property – from one location. Create a home shopping experience for them that keeps them on YOUR site. If they can find all the available listings and search in a rewarding way, they will bookmark your site, and regardless of whether the home they are interested in is your listings, they will contact YOU.

START – Putting YOUR brand front and center. Of course you want to be everywhere a potential client looks for real estate information. But – are you lost in the crowd or do you really stand out? Download our Personal Brand Workbook here to take a fresh look at your personal brand and potentially, adjust your brand strategy.

START – Using locally distributed advertising to reach LOCAL buyers. Winning the Google Search over large listing sites is probably a futile effort. However you have a distinct advantage over them. You are IN the local market. Use tools like interactive print and direct mail to generate direct response on the streets of your market – in the places where your potential customer live, work, shop and play. Interrupt their day with your advertising message with an immediate lead generation call to action.

  • Text this code to see more photos, prices, and information.
  • Go to my website to shop all the homes in the market.
  • Call, text, or email me for a list of all the homes in the area that match your dreams to your next home.
  • Email me for an analysis of recent sales in the area.
  • Call me to find out about my marketing campaign for your home.

A direct call to action placed in front of those with the ability and likelihood to do business with you will create more business for you.

Have more questions on how to freshen up your spring marketing plan? Contact your local Real Estate Book representative or go to Store.RealEstateBook.com to learn more.

*NewPoint Media Group Research on Home Buyers and Sellers (May 2013)

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