By Rebecca Chandler
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.
Watch this video to learn more about The Real Estate Book marketing packages.
Visit this site to find your local Real Estate Book representative.
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