Part 4 – If Everyone Jumped Off the Cliff, Would You, Too?
In this 4 part series, we’ll discuss in depth the most effective and efficient marketing strategies to reach and engage local buyers and sellers. To build your brand locally, to get more clients, and to close more sales. Practical tips that you can implement yourself. Now.
Chances are, your mother or father may have said this to you at one time. They wanted you to know that you didn’t have to always go with the flow, that it was ok to think for yourself and stand out from the crowd.
In marketing your business, standing out from the crowd is, well, pretty much the point. Many would take this to mean that they need to create marketing campaigns that talk about how they THEMSELVES are different – when what your clients really want to know is how the services you provide THEM are different.
In other words, putting on a funny hat or running your ad upside down may get you remembered, but for what? Being a clown? No one wants a clown to help them buy or sell a home. Maybe to entertain children at a birthday party, but not to handle their real estate needs – completely different skill set.
So – how do you stand out? By providing the services people want – and the ones they don’t know they want yet.
For example – NewPoint Media Group recently surveyed over 2500 homeowners to find out what services they found most valuable in a real estate agent representing them in the sale of their home. The most important? Marketing. This is consistent with the National Association of REALTORS® yearly survey of home buyers and sellers. That research has consistently reached the same conclusion.
When you think about your listing presentation, what does your marketing plan look like? Does it include –
Local market stats & trends
Stats and trends on similar properties
Information about you and your company
An offer to do a full CMA
Information about your website
A list of numerous websites on which you will place their property
Guess what? Every agent will show them these same things.
Since we’ve established that the most important thing to a seller is to market their property, why not lead with that? Add these things –
How you actually ADVERTISE their home. Putting it on every real estate site on the web is no longer a differentiation for you. Everyone can do that. And, that relies on a buyer stumbling across the home while sifting through a sea of online data.
Instead, tell them what you are going to do to reach out and present their home to those with the ability and likelihood to buy it. Targted direct mail? Local real estate magazine advertising? Text codes on the yard sign, brochure, open house flyer, and all ad s – that leads to a single property mobile website?
How about creating property brochures or business cards with their home’s details and a text or QR code that allows the potential buyer to see interior photos and more details on their phone? Offer to give them a supply to hand out to friends, family, and co-workers.
Send them links via social media to their home’s visual tour on YouTube that they can share with the social sphere.
Offer measurement and reporting on the activity and results of your efforts and let them know they won’t have to call you to find out how open houses or showings went. You’ll schedule regular calls with them to go over all activity.
Now, you’re starting to stand out – with the things they value the most.