The real estate market might have its up and downs, but one thing has remained constant all these years—the desire to generate, attract, and win more leads than ever before. Fortunately, today’s agents have some advantages that were not available to agents a couple of years ago.
All you need to do is take a look at your phone. Agents now have the added bonus of technology. Imagine how difficult it must have been to sell real estate without cellphones.
We live in a technology-driven world, which has made real estate marketing so cohesive, you can now initiate conversations with nothing more than a click on your phone and nurture leads using automated emails regardless of where you are. Modern marketing should be cohesive, automated, and effective.
Some people think the traditional and personal follow-up method will eventually be overtaken by automation, but I beg to differ. Our established rapport with our clients and leads has a huge effect on our success as agents.
There are times when clients are extremely happy with us, but that doesn’t mean there won’t be low points in our relationships with them, especially when we have to give them unfavorable news. When it comes down to it, it is our humanity that helps us through those highs and lows. We should know how to balance automated marketing with a little personal touch.
In essence, you should learn to work smarter, not necessarily harder.
Here are 10 marketing tips for agents.
10 Ways to Modernize Your Real Estate Marketing Without Losing a Personal Touch
1. Learn to leverage Facebook traffic.
Having so many Facebook followers is pointless if you cannot convert them to leads. Learn how to align your Facebook marketing with your web traffic marketing in a way that’ll bring you great leads that can be nurtured and converted.
You can achieve this by linking your Facebook content to your website. This way, you’ll be getting your Facebook friends off that platform and onto your site. Provide some kind of teaser to lure them, take advantage of your different lead capture techniques, and make sure you know enough about your leads to help you serve them better.
2. Offer meaningful content.
You need to have more than just one website if you really want to succeed as an agent. It’s akin to having a real estate store online. This way, your leads can find neighborhood reports, listings, school reports, and lots of other essential information when they visit your site. Make sure you’re familiar with every part of your website and how it affects the bigger picture.
3. Familiarize yourself with the neighborhood.
You cannot just sit down and expect those within your target market to seek you out on their own without giving them something to hold onto. You can shine the spotlight on yourself by learning about the neighborhood and becoming an expert in that area. This can be achieved by attending neighborhood events and promoting them on Facebook and other social media platforms.
4. Make your listing presentations fantastic.
You must be able to impress your leads when they eventually find you. Your listing presentations should make a big enough impact on your leads to convince them that you’re the right person for the job.
5. Know how your leads think and use that in your marketing campaign.
The information you provide should be presented in a way that is familiar to your leads. Studies have shown that people are more likely to remember information when there’s a visual representation than when it’s simply written. This is why infographics are so popular and videos enjoy more traffic on Facebook and Instagram.
6. Capture testimonials.
The importance of reviews, testimonials, and social proof cannot be overemphasized. This is why you must find a way to capture those reviews and testimonials every chance you get. The best time to get a glowing review is after the finalization of a sale when the sellers or home buyers are happy and basking in the euphoria of the sale.
7. Always analyze your market.
You should analyze your ROI and marketing spend from time to time to ensure that you’re still within your budget.
8. Take advantage of Facebook ads.
Facebook’s ad platform is easy to use and a nice avenue for agents to boost their listing and brand exposure. With Facebook’s geo-targeting, you can now target your leads hyperlocally through paid advertising. Look into this on Instagram, too.
9. Acquire lead intelligence.
It is important to note what brings a lead to your website and exactly what they want from you. Lead intelligence is actually a type of data mining for capturing information on leads. You can use this data to shorten your sales funnel in the marketing automation software. Integrating your website and social media pages increases the efficiency of this tool.
10. Go out more often.
Go out for some face time, get out of the office, go for coffee meetings, just make sure you don’t neglect face time. Automation is great and all but, you must be able to integrate it all. Plus, you never know, you just might come across some new leads during one of those meetings.
The bottom line is that technology goes a long way in making things easier for us. Though automation cannot be used to replace lead nurturing, it can, however, enhance it. If you’ve not started investing in high-tech marketing tools, you might want to start now.
What would you add to this list?
Weigh in with a comment!
Note By BiggerPockets: These are opinions written by the author and do not necessarily represent the opinions of BiggerPockets.