Turning Your Real Estate Practice Into Gold With Better Marketing
The state of affairs in the real estate business has improved markedly in recent years, with many markets recovering to pre-bubble conditions and some markets even surpassing their former records.
Some experts warn that we’re not quite out of the woods yet, but if you’re in the real estate business, you probably already know that things are looking better than they have in a long time.
Still, even if your business is currently booming, you probably aren’t averse to the idea of having even more eager clients. And of course, the key to attracting more customers is marketing. Let’s take a look at 12 easy ways that you can market your real estate practice even better.
Create a Real Estate Referral System
Word-of-mouth marketing is the very best kind of marketing there is. When you come highly recommended from a close friend, you don’t have to work as hard to build trust, which is a big part of the process, as you know.
And while referrals usually don’t cost a thing, why not sweeten the deal for your former clients? There’s nothing like offering a bird-dog bonus to get those referrals flowing in. You can even have your local printer make special business cards with a blank space or line on the back for the referrer’s name.
Socialize Your Real Estate Business
By now, you’ve probably created social media profiles for your business. But simply having those profiles isn’t enough. You have to make them work for you. Get involved in LinkedIn Groups. Conduct a Twitter Q&A. Host a webinar for local homebuyers on Google + Hangouts. Create a Pinterest board, showcasing the very best in local real estate. The possibilities are endless, but if you don’t have time to do all of them, just focus on a few key avenues, and do them well.
Develop a Trademark Look
You’ve probably chosen specific colors for your marketing materials. Why not incorporate those colors into your personal wardrobe? Have a dapper friend or professional stylist help you create a trademark look, and think of it as your real estate superhero uniform. You don’t have to wear it when you go camping on the weekend. But when you’re in the public eye, looking like the guy or gal from the commercials can’t hurt your chances of attracting new clients.
Start an Email Newsletter
Email is old news, but it’s still one of the most effective marketing tools out there. Create an email newsletter, and sign up as many friends, colleagues, customers, and prospects as you can. Keep your newsletters light, informative, and entertaining, and you’ll be the first name that comes to mind when it’s time to purchase or to sell a home.
Good, Old-Fashioned Printed Post Cards
Direct mail is a time-honored tradition in the marketing world. But in our era of constant electronic bombardment, it’s more important than ever. A well-designed printed postcard campaign connects on a more personal level than a TV ad, and it’s way more affordable. Just make sure to get your postcards printed by a shop with the design chops to make them look great.
Everyone Loves Free Swag
T-shirts, tote bags, beer cozies, and pens are all great ways to spread brand awareness. The next time you’re exhibiting at a convention or home and garden show, make sure you have plenty of swag on hand to pass out. Your local print shop can print on just about anything, and if you get your marketing freebies from the same shop as your business cards, you shouldn’t have any trouble color-matching your brand’s signature style.
Revamp Your Real Estate Website
Does your website look like it was designed by a confused time traveler from 1997? If so, you’d be well advised to give it a refresh. To really stand out, you may want to hire a professional web designer. But these days, there are plenty of options, including affordable “what-you-see-is-what-you-get” editors, and all-in-one blogging platforms that can be customized however you see fit.
Share Your Expertise
You’re an expert! Sure, you’re still probably in the process of educating yourself, because that’s what smart professionals do. But compared to the average Joe or Jane, you’re sitting on a wealth of real estate knowledge. So share your expertise! Create content that entertains, informs, and connects with your target market, and you’ll build a reputation as a trusted expert, which is great for your real estate business.
Get On Zillow Now
Most of your clients have done plenty of research long before they contact you, and much of that research is conducted on Zillow. If you’re not on Zillow, you’re missing out on half of the conversation.
Hire a Pro Photographer
Okay, so we all have pretty excellent cameras in our pockets these days, but that doesn’t mean we necessarily have the photographer’s eye. Before calling your local print shop to design a new vehicle graphic, wide-format printed banner, or trade-show backdrop, hire a professional photographer to capture you in your best possible light. And don’t forget your real-estate superhero outfit!
It’s also a good idea to have professional photos taken of your real estate listings. A picture is worth a thousand words, after all, and for branding purposes, you can have your local printer include your professional headshot somewhere in the design of your business cards!
Take Clients on a Virtual Tour
While we’re on the subject of compelling visuals, why not take clients on a virtual tour of their future homes? Virtual tours are immersive, engaging, and most importantly, they’re highly persuasive. There are plenty of options out there: you can hire a pro, or if you’re the DIY type, then order a kit that will allow you to create virtual tours yourself.
Make Sure Your Marketing Materials Are On-Point
The best marketing materials are attractive, professional, and consistent. If you’ve developed your marketing materials gradually over the years, then there’s a good chance that they don’t create a very unified impression.
If your business cards have a different font than your logo, or your vehicle decal bears an outdated color scheme, then you may want to talk to your local printer about creating a suite of marketing materials that present a consistent brand image across all channels. Folders that bear your logo and color scheme, filled with printed one-sheets and flyers also emblazoned with your trademarks for each property or listing. Remember – Consistency builds familiarity, and familiarity breeds trust.
Happy Real Estate Selling!
We hope these tips help your real estate business stand out from the competition and attract plenty of new clients. May all your transactions be smooth and lucrative!
And if you’re in the Portland area, East Side Printing Co. wants to help you to revamp all of your printed marketing materials. Get in touch today, and we can help you with design, strategy, printing, mailing and more! And delivery is always free to the Portland metro area!
[Photos Via: EPTmarketing; NOVEL Creative Agency; Urban Nest]