By Rebecca Chandler
Some companies in the real estate advertising industry are really good at marketing THEMSELVES. Have you thought about how they market YOU?
Let's say your business depends on people who drink coffee. The largest concentration of coffee drinkers probably frequent Starbucks. And Starbucks charges you to gain access to their congregation of coffee drinkers. But, the experience is all about Starbucks, not you. And the more they market Starbucks, the more coffee drinkers they attract, and the more they charge you.
Or – let's say you want to reach people interested in twine because you manufacture twine. So, you contribute twine to a tourist attraction to help build the world's largest ball of twine and just as that ball of twine is becoming one of the largest spectacles in the world, the Ball of Twine Management Company starts charging you to advertise your brand of twine at the attraction.
Sounds a little silly, but familiar?
That's what large listing aggregators do and this is why using your listing inventory as bait to catch a prospect is a poor marketing plan. Certainly, you want to market your listings aggressively. That was a promise you made to the seller. And, every lead you get for their home is a lead for your business as well. However, listings come and go, and by simply placing them online, you are sitting, waiting, and hoping that someone will stumble upon them through search on a site with all listings on it and they will contact you. That's not a proactive marketing campaign for your business. It's a passive approach – reliant on your listing inventory to create leads for you. As you sell listings, you have less inventory, and less marketing – and so a cycle begins.
Trying to win the Google ranking battle with a large listing aggregator with millions to spend is difficult. But, you do have a big advantage. You can place advertising offline, locally. In places where your prospective clients eat, work, live, shop and play. Use local print, direct mail, yard signs, bill boards, car magnets, whatever it takes to make sure that everywhere the prospective customer turns in your town, they find you.
When it comes to investing in your advertising and marketing efforts, think about how they drive traffic to YOU. If you can get the prospective client to engage with your brand, you have a better opportunity to work with that client to help them buy or sell a home. You wrap your arms around their home shopping or selling experience, which is exactly what a client expects from a real estate professional.
Want to learn more about bundled marketing packages for YOUR brand?
Contact your local Real Estate Book representative, or visit Store.RealEstateBook.com