Marketing Ideas for Real Estate Agents

The problem with real estate marketing is that there are dozens of different directions you can go in at any point in time, and it’s easy to spend a pile of money without seeing any meaningful results.

One key question that needs to be answered as you develop your real estate marketing plan is “How does one define ‘results’?” Well, results can mean a lot of things, but the bottom line is that if a particular real estate marketing strategy does not eventually put money in your pocket, then it’s not benefiting you, your family, or your business.

When it comes to evaluating real estate agent marketing ideas, “results” can mean any of the following:

  • A phone call inquiring about your services
  • An email message that leads to an appointment
  • A subscription request to your real estate agent newsletter
  • A website visitor who fills out your online inquiry form
  • A comment on your blog
  • A posting on your Facebook page or other social media account
  • An inquiry from the media: This could be in response to a press release, a blog post, an article that appeared on your website, a letter to the editor you wrote, or something else that could trigger the interest of a journalist.

Results from marketing can come in a lot of different forms, and it’s necessary to identify the real estate lead generation strategies that are the most productive and cost effective. If you’re planning a real estate advertising campaign, it’s usually best to establish a conservative budget and stick with it. If you don’t carefully evaluate advertising options and keep track of advertising expenses, paid advertising — including online lead generation methods, such as Pay Per Click (PPC) — can burn through your entire marketing budget in no time.

That’s not to say that real estate advertising doesn’t work, but the ad itself has to be effective and have several things working in your favor. For example, the real estate ad should meet the following criteria:

  1. It should have an engaging and persuasive message. In other words, it should catch your prospects’ attention and motivate them to contact you — assuming, of course, they’re in the market for the services of a real estate agent or Realtor. A helpful acronym to keep in mind for ads, real estate marketing letters, email marketing messages, and most other forms of advertising and marketing is “AIDA.” Those letters stand for “Attention”, “Interest”, “Desire”, and “Action.” If your past ads, real estate postcard campaigns, prospecting letters, or other real estate marketing efforts have failed to produce a good response rate, it may be because there was a flaw or weakness in some aspect of your message, the way your message was presented, or the way it was delivered. Choosing the right media and positioning can also be a major factor in an ad’s success or failure.
  2. The concept of “Top of Mind Awareness” is a vital element of lead generation and client prospecting in real estate agent marketing. The two components of accomplishing that objective are maintaining frequent visibility and projecting a positive image. You want prospects to think of you and call you first when they’re ready to sell or buy real estate. To the extent that it’s possible, you also want every contact with a prospect or client to be positive, upbeat, and forward looking.

 

 

 

 

Real Estate Agent Marketing Tools

Here a few cost-effective marketing tools* that can be helpful in projecting a professional image, engaging your audience, and presenting yourself in a positive light:

  1. Real estate marketing letter templates: A company I’ve been working with for a number of years has created a set of professional real estate agent marketing letters that can help increase your response rate to direct mail campaigns, boost the number of referrals and real estate leads you generate every month, and expand the success of email marketing campaigns. Visit this website for more information, real estate marketing ideas, and a free sample of an expired listing prospecting letter. This unique collection of real estate marketing letters can save you hours of valuable time and help you streamline the process of prospecting, networking, and generating real estate leads. What makes this real estate marketing kit even more valuable is the fact that is also contains 260 informative articles that you can publish in your own client newsletter, email updates, direct mail campaigns, introduction folders, and much more. Whether you need a professionally written real estate agent introduction letter, a short sale prospecting letter, .a series of FSBO prospecting letters, a new agent announcement, or a letter to first-time home buyers, this easy-to-use software will help increase your productivity, your response rate, and the number of clients and prospective clients in you pipeline.
  2. Real Estate Flyer Templates: Since image IS everything and you don’t get a second chance to make a great first impression, it’s vitally important to put your best foot forward when distributing any kind of real estate marketing materials, including real estate open house flyers and real estate email flyers. For the same reasons that home staging is a key element of effective real estate marketing, well-designed real estate marketing flyers can also make a big difference in the perception prospects have of homes you’re listing and showing. If you’re looking for real estate flyer design ideas or templates you can use to promote an open house, new listing, short sale, or reducing price offering, then visit this online source of real estate listing flyers.*
  3. Real Estate Farming Postcards: A tried-and-proven method of staying in touch with real estate prospects in your farming area is mailing out real estate marketing postcards. Real estate postcard marketing can be a good complement to a prospecting letter campaign, because one strategy reinforces the other. It also helps boost your recognition factor and your Top of Mind Awareness. If you’re looking for postcard marketing tips to get the most ROI from your next postcard marketing campaign, visit this website* about real estate postcard marketing or check out a series of articles I posted on my my website.
  4. Real Estate Email Marketing: One essential component of a successful real estate online marketing campaign is email marketing. Web-based email marketing software is available from a variety of services, including Constant Contact, AWeber, Get Response, Mail Chimp, and Flutter Mail. By inserting a small subscription form on your website — an “autoresponder” –you can automatically collect names and email addresses of site visitors who sign up for your real estate newsletter, email updates, mailing list, or special announcements.

That’s an overview of some real estate marketing strategies, templates, and marketing tools that can help you stand out from the competition and convert more real estate prospects to long-term clients and sources of referrals.

Stay tuned to this blog for more real estate marketing ideas, tips, and tools!

Thanks for stopping by.

–Joel
Freelance writer, real estate marketing blogger, consultant
email: prowriter30years@yahoo.com

 

 

 

 

 

*Disclaimer: My real estate marketing blog posts generally feature links to digital products, marketing services, and websites for which I am a compensated affiliate.

Real Estate Prospecting Letters and Tools That Generate Leads

Whether you’re talking about the effective use of real estate prospecting letters or other forms of generating leads, it pays to be an eternal optimist. However, persistence and optimism only go so far if you’re barking up the wrong tree or traveling east looking for the perfect sunset.

So in your quest to generate as many qualified real estate leads as possible, what are some good strategies and ideas to keep in mind that will help you get the best return on your time and marketing costs? Here are a few suggestions that will help you avoid some common,,but avoidable pitfalls that many real estate agents tend to encounter:

  1. Don’t reinvent the wheel. Since time is money and eternal optimism has a limited shelf life, avoid the trial-and-error approach to real estate marketing, as much as possible. One way to save time, avoid frustration, and increase your productivity is by using real estate sales letter templates. That way, you don’t find yourself sitting in front of a blank computer screen waiting for your marketing letter to start writing itself. If writing effective real estate letters is not your forte, then starting with a professionally written template can help you avoid the energy-draining process of trying to create a persuasive, targeted letter that will capture your prospects’ attention and prompt them to take action — like picking up the phone, sending an email inquiry, visiting your Facebook page, reading your latest blog post, stopping by your open house this weekend, or whatever action you’d like them to take.
  2. Target your audience and customize your message. One of the least effective approaches to mailing out real estate farming letters or conducting and email marketing campaign is to attempt to be all things to all people. Keeping in mind that people like to be treated as unique individuals rather than one of many recipients of a mass mailing, it makes sense to segment your email list and send targeted mailings to postal mail prospects.
  3. Capture email addresses of interested real estate prospects who visit your website or blog. You can accomplish that by auto-responder form that is typically offered by many email marketing services, such as Constant Contact, AWeber, GetResonse, MailChimp, Fluttermail, and many other email marketing options. One of the many advantages of using a comprehensive email marketing service is that it includes an opt-in system, which assures that prospects who receive your email messages actually requested and confirmed that they want to be on your list. Opting out is usually as easy as clicking on a link or two, so that virtually eliminates complaints related to people receiving unwanted emails.
  4. Increase your visibility and name recognition as much as possible. Even before social media marketing came along, there were dozens of ways to increase your visibility, make your name more recognizable, and generate low-cost publicity. Now, with the availability of all kinds of online real estate marketing tools, the possibilities are only limited by your comfort zone, your budget, and your Internet marketing savvy! Online real estate marketing examples run the gamut from real estate video marketing and text marketing to social media marketing methods, such as Linkedin, Facebook, Twitter, Pinterest, and Instagram. Obviously, it’s not practical to do it all, unless you hire a social media marketing freelancer, agency, or employee to handle social media campaigns for you. Many real estate agents can’t justify the expense of doing that, but with all the cost-effective real estate marketing strategies available to you, an all-out social media marketing campaign is not necessary.
  5. Build relationships with letters. Making full use of your email subscriber list, along with sending out the occasional postal mail prospecting letter, can help cultivate ongoing relationships and boost your top-of-mind awareness in your farming area and beyond. In addition to sending our holiday greetings and periodic newsletters, you can also stay in touch with your current and prospective customers by providing local real estate market updates, property maintenance tips, home staging suggestions, just-listed or just-sold announcements, and even lists of trusted home improvement contractors — provided you’re really confident in their ability to consistently provide great service, quality, and value.

If you need professionally written content for real estate prospecting letters, referral requests, thank you letters, seasonal “stay in touch” letters, open house invitations, holiday greetings, energy saving tips, letters targeting renters, FSBO prospecting letters, and expired listing prospecting letters, then check out this website.* I’ve been affiliated with them for more than ten years, and I know they provide a valuable resource for real estate agents, Realtors, and agencies.

Thanks for checking out my latest blog post on real estate marketing ideas, marketing tools, and prospecting letters.

Stay tuned for more ideas and marketing strategies in the very near future!

–Joel (prowriter30years@yahoo.com)

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*Disclaimer: My blog posts feature links to products, services, and websites for which I am a compensated affiliate.

4 Tips for Improving Real Estate Agent Introduction Letters

Like any aspect of sales & marketing in real estate, mailing out marketing letters to your farming area is a “numbers game”. In principle, the likelihood of generating qualified leads through direct mail marketing increases with the number of introduction letters or postcards you send out.

If you don’t have the time, patience, or writing ability to start from scratch, real estate marketing letter templates can be helpful for getting the ball rolling.

Some Realtors and real estate agents prefer crafting their own own real estate marketing letters to make their message uniquely their own. If you’re among that group, here are four tips to keep in mind to help maximize your results:

  1. Make your letter visually appealing by breaking up the letter into paragraphs and bullet points. The selective use of headlines, subheads, italics, underlining, and bold lettering can provide visual interest and call attention to important information. One caveat to keep in mind is that all those techniques can easily be overused, which will have the opposite of the intended effect. One stylistic device that I intentionally left out of the above list is using ALL CAPs. While some real estate agents may use all caps in their e-mails and introduction letters, it usually has the effect of SHOUTING at your prospect. With rare exceptions, it’s better to resist the temptation to use all capitals in your marketing letters, real estate marketing newsletters, or any other form of communication.
  2. Include a “call to action.” Make it easy for your prospects to find your contact information and give them a couple different options (email, cell phone, website, etc.). Directly suggesting or requesting that people call, e-mail, or text you for more information will help increase response rates to your real estate marketing letter. That generally applies to real estate postcard marketing, web-based real estate marketing, real estate advertising, newsletters, and e-mail marketing. If you don’t tell your prospects what action you want them to perform, such as calling you, then they’re more likely to do nothing.
  3. Edit and be concise. One good rule of thumb in writing real estate introduction letters, newsletters, or even website content is: Use short sentences, avoid jargon and hard words, and don’t say something in 25 words when you can say the same thing in 14. Most people have short attention spans and would prefer that you get to the point as soon as possible. As soon as you lose your prospects’ interest, the letter gets tossed into the recycling bin–assuming they’re environmentally conscious.
  4. Focus on benefits. The only thing your potential clients really want to know is what you can do for them. Whether they’re property buyers, sellers, FSBO prospects, or expired listing prospects, they just want to know how you can help them solve a problem, accomplish a goal, or move on to the next phase of their lives. Also–and you probably do this when you show a home to prospective buyers–if you can help people visualize or emotionally experience the benefits of what your offering, then you’ll do a better job of capturing their interest. It’s like the old advertising maxim: “Sell the sizzle, not the steak!”

If you’re interested in more real estate advertising and marketing ideas, check out these articles I’ve posted on my website, Marketing Survival Kit.

Thanks for checking out my first in a series of blog posts on direct mail marketing for real estate agents, techniques for writing engaging real estate sales letters, and tips for creating an effective integrated marketing campaign.

Consider bookmarking or following this blog for future posts and updates.

–Joel
Business ideas blogger, marketing strategist, freelance writer
email: prowriter30years@yahoo.com

*Disclaimer: I am a compensated affiliate of real estate marketing letter templates, real estate flyer templates, and software, marketing services, and informational products.