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By Rebecca Chandler
This is the second in a series of conversations around practical tips to building your personal brand locally.
Winning 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.
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.”