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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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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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