How is your marketing? Does your marketing speak to you? Does it speak to anyone?
As a Realtor, your marketing is imperative to your success. While you may have a sphere of influence, you need marketing to attract new clients, and stay “top of mind” with past clients.
Boy-oh-boy has marketing changed. I remember when I first started in the business almost 10 years ago, It was acceptable commonplace for a Realtor to pose on a Mercedes, in front of a multi-million dollar home with the caption “results for you”. Today that kind of marketing may be seen as self-serving or egotistical by the consumer. As a title rep, I market to you-the Realtor. Whenever I put together a blog post, facebook status update, tweet, video etc… I always ask myself “who I am speaking to?“ Do you do the same?
It’s kind of funny but most of the marketing that I see in the Real Estate community looks like it was written to attract other Realtors. I know it’s not intentional, but this often happens when you don’t stop and think about who you are actually speaking to.
Some observations.
Designations
Designations speak to other Realtors more than they speak to the consumer. The fact that you are a GRI, ABR, CRS, or E-pro means very little-if anything to the consumer. Why? Because the consumer has no clue what any of these designations mean-better yet, they have no clue what the value or end benefit is for them. Think about it, Do you really care that your car salesman is GBY accredited? (I made that up by the way).
Your “For Sale” Sign
Today almost 87% of buyers go to the Internet first when looking for property. Evo Terra calls them “digital citizens”-YES, I am one of them…I bet you are too. As a Realtor you may see your sign, with your sign riders, postcards, flyer box, call capture, open house, etc. as a successful marketing strategy. Do you know what the Digital Citizen sees? “For Sale”, that’s it. That’s because, as elaborate as your marketing is, a digital citizen will simply pull out their mobile device- iPhone, blackberry, HTC, Droid what have you, and simply select a Real Estate Application like Trulia or Realtor.com or any of the other 1000′s of apps that are available today and download the information-bypassing you entirely. There are over 300 real estate applications just for the iphone.
The Product
What is the Product? Every sales person needs a product to sell. Is the product “You” or is it the Property? While its natural to believe that you are the product (because of your expertise, and your education, time in the business etc). Respectfully, they don’t know you. At least not yet. The product that makes the phone ring or your website get “hits/visitors” is the property. That means that you may be better served having your marketing speak more about property than you or your company.
Postcards
I don’t know about you but I read my mail in the kitchen over the garbage can, and that’s where your glossy, full color, jumbo postcard goes. Don’t feel bad though, there are countless other pieces of direct mail, solicitations and magazines with it. If we have already concluded that 87% of buyers go to the Internet first when looking for property, we would have to assume that anyone that uses postcards is going after the 13% that doesn’t. Now don’t get me wrong, I am not entirely against postcards. I think postcards can be a successful part of a Realtors marketing strategy if they are used to drive traffic to your website or blog, or there is a particular message that speaks to a particular segment of the population-targeted marketing. (Attention Residents of Val Vista Lakes-with No Computers!).
Facebook is a phenomenal tool for Realtors, IF you know how to use it correctly. You may not be aware of this but there is an invisible social contract within facebook. When I agree to be your “friend”, I expect to hear about your day, or movie recommendation, restaurants, kids, advice, questions, etc.. and I expect to provide you with the same. I don’t expect to be solicited by a sales person, and this is where the break down occurs. Many Realtors see Facebook as a soundboard or billboard to market their listings. This will get you ignored very quickly. Count the last 10 posts you made on your wall . How many of those are Real Estate related? If there are a lot of them you are losing your audience. They will tune you out.
Would a Dentist always post something about teeth? Take a look at these cavaties!! NO! Look at it like this. How would you feel if every time you logged in to your facebook account, there was a sales person talking about “tires”? Yes, tires-the kind that goes on your car. Big tires, little tires, sport tires, truck tires, tires with rims, NEW TO THE MARKET Tires, REDUCED Tires, you name it…Tires. After awhile you would be annoyed by this person and you would probably “un-friend” him/her. One thing is for sure, you probably won’t be calling, emailing, DM that person when you finally are in the market for “tires”. I know I wouldn’t. When it comes to facebook, if you are going to discuss real estate, keep it interesting. The fact that you listed a house isn’t interesting, the fact that you listed Brad Pitt’s house -Is. Not that facebook isn’t a great place to market your listings, it is but it should happen on your fan page primarily. Facebook fanpages are indexed in the search engines, Google, Bing, Yahoo,. Even better, when someone becomes a Fan of your Real Estate page, they are telling you that they want real estate information. Just don’t mess this one up by talking about MaryKay or Xango, as the social contract has them expecting to get Real Estate Information. 
Check out my fanpage HERE. Another tip. Always read what the people in your sphere of influence say on your news feed. Engage people. Do you think that if you comment on what someone else says, that they would be more likely to comment on what you say? Absolutely!! Be willing to share some personal information, that is how your customers what to connect with you. Don’t just post, conversate……
Blogs
You don’t have one. And if you are one of the 12% of Realtors nationally that is forward thinking enough to have a blog, you don’t update it regularly. Why? Not updating your blog regularly with valuable, fresh content is like sending your monthly newsletter out twice per year. Having an Internet presence has never been cheaper or easier than it is today. Remember, 87% of buyers go to the Internet first when looking for real estate and you don’t have a blog? Even better, 70% of buyers will select the first agent they come across….but you need to be there first. Get a Blog, one with an IDX feed. Great blog options are Page.ly, ActiveRain and WordPress. If you are new to blogging, start with ActiveRain.
Video
The consumer wants more video! Did you know that YouTube is the 2nd largest search engine in the world behind Google? Think about it, if you have a choice of reading something or watching a video about it, which would you choose? Video marketing, video blogging (Vlogging) is a huge resource for you and your business. Go out and get yourself a digital video camera that easily uploads to youtube, facebook and twitter and start marketing. A good choice is the Flip Mino. It’s usually available for less than $200, shoots HD video and is easily uploaded. Even better, if you make a video, upload it to youtube and embed it in your text blog, you will get the benefit of increased SEO-Search Engine Optimization-from youtube and your blog.
So, How are buyers finding homes? According to NAR, Out of 100% :
49% are already working with a Realtor. Friend, relative or FSBO
that means you can only focus on the 51%. Of the 51%, this is how they reported they found the home they purchased.
Internet 71%
signage 4%,
newspapers 24%,
homebooks 1% (Homes and Land, Luxury Home magazine etc.
Did you know that 96% of first time buyers use the internet to find property?
If you are a Phoenix metro area Realtor and would like help with your online marketing presence, call me.
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