By Rebecca Chandler
There’s a famous cartoon originally published by Peter Steiner in The New Yorker. It features two dogs, one of whom is sitting in front of a computer. The caption says, “On the Internet, nobody knows you’re a dog.”
Peter Steiner’s cartoon (Photo credit: Wikipedia)
While we know that much of what we find on the web, is actually true, there is much to distrust as well. After all, anyone can post anything online – and while real estate professionals certainly cannot ignore marketing their listings online, they shouldn’t ignore the “real world,” either.
Agents today use things like virtual assistants, digital documents, and e-signatures that eliminate or reduce their actual personal interaction with a client. And, while these tools are efficient and convenient, they do not replace a face to face conversation, a handshake, or a well-placed local ad.
Are you real to your prospective client? Or are you only someone who exists online? What are you doing to reach out to buyers and sellers in places where they live, work, shop and play?
As you look at your marketing, balance what you do virtually with local, on the street exposure. For example, spending effort and energy optimizing your website for search AND running an ad in a local real estate magazine will establish credibility for you locally and drive more traffic to your site. Creating single property mobile websites and text codes for all your listings is an ingenious way to engage buyers and capture leads AND placing those codes on a printed ad, brochure, flyer, or yard sign brings the virtual tool into the real world.
What are the best ways to go real world local? Look around your listings and your desired market. Obviously, we hope you see lots of real estate magazines and would consider our integrated offline and online packages a good fit with lots of tools from a single source.
But what about things like community newsletters? Targeted direct mail? Local sponsorships? If you look, we’re sure you’ll find lots of opportunities. Talking to a local real estate marketing expert like your Real Estate Book representative can help you find ways to orchestrate your web and local campaigns so your are more than just a figment of a web imagination.