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.

Are Real Estate Prospecting Letters Obsolete?

Although the way people communicate and gather information has changed dramatically over the past couple decades, real estate prospecting letters are not at all obsolete — especially when you consider how they can be used in email marketing, website content development, and real estate blogs.

Sending real estate marketing letters to prospects the “old fashioned way” (using the postal service) is still a viable way to generate leads, produce inquiries, get referrals, and maintain “top of mind” awareness in your farming area.

Real estate agent marketing letters, when used correctly, can be a valuable part of an overall integrated marketing plan. By creating a marketing plan that consists of a combination of cost-effective strategies, then one method will tend to reinforce other marketing avenues and work together in a synergistic way.

Developing a Real Estate Marketing Plan

In a nutshell, marketing real estate effectively is the result of several factors all coming together in a cohesive way. Some of the main ingredients of a successful real estate marketing strategy include the following:

  1. Impeccable knowledge about real estate marketing (both “old school” and “new school”), superior communication skills (aka “people skills”), an excellent understanding of how real estate transactions work (from start to finish), and a high level of motivation to produce results for your clients and generate income for you and your family.
  2. Establishing goals and creating a real estate marketing plan that encompasses several different techniques, including Web-based marketing, the use of real estate prospecting letters, selective advertising (based on your budget and the value of the advertising medium, itself.), and, of course, plenty of face-to-face networking and phone calling. Those aren’t all the components of a real estate marketing plan, but it represents a snapshot of many of the key elements.

 

 

 

 
Thanks for checking out my latest thoughts about real estate marketing, prospecting letters, and marketing tools.

Stay tuned for more real estate agent marketing ideas over the next few days.

–Joel
Real estate marketing blogger, freelance writer, marketing consultant
email: prowriter30years@yahoo.com

 

 

 

 

 

*Disclaimer: Many of my blog posts about marketing for real estate agents contain links to websites, services, and digital products for which I am a compensated affiliate.

 

Marketing Tools for Real Estate Agents and Realtors

The cornerstones of a successful real estate sales career include superior knowledge, expertise, an outgoing personality, and a strong motivation to help people (and be financially rewarded for it).

Although that comprises the foundation of a vibrant real estate business, being a top producer also hinges on the ability to consistently attract clients and generate a steady stream of qualified leads. Accomplishing that feat often involves the use of specific real estate marketing tools and proven lead generation strategies.

Real Estate Online Marketing

In the same way that a carpenter or mechanic doesn’t always use every tool they have in their kit, certain real estate marketing tools will be used more frequently than others. A lot depends on your personality and your comfort level with Internet marketing methods.

For example, some real estate agents have a more natural on-camera presence than others, and may be especially good at appearing in real estate marketing videos and commercials. Real estate video marketing can be a powerful tool for some, and an exercise in frustration for others. (It’s simply a matter of leveraging your strengths and steering away your limitations.)

As the Internet evolves and consumers become more Internet savvy, posting online real estate videos can be an effective way to engage prospects, increase your visibility, and brand yourself. Some real estate agents who have a high comfort level with Internet technology may also take advantage of other  marketing opportunities like conducting Webinars online for first-time home buyers.

The use of social media also has the potential, over time, to engage prospects, cultivate client relationships, and generate leads, but — as is the case with blogging — it requires persistence, fresh content every few days, and some basic knowledge about real estate online marketing techniques.

In some cases, it makes sense to delegate the task of social media marketing to a freelancer, a part-time employee, or even a college student who’s social media savvy. (I haven’t been a college student since before the Internet Age, but I’d make an educated guess that most college students ARE social media savvy.)

In addition to the real estate marketing tools and tactics I mentioned above, here’s a handful of additional ideas worth considering:

Marketing Tools for Real Estate Agents

  1. Real estate marketing letter templates: For more than a decade, I’ve been affiliated with a company that offers one of the most comprehensive collections of professionally written real estate letters for virtually every situation. By downloading this collection of relationship-building and real estate marketing letters, you can have immediate access to persuasive marketing messages that only require a little tweaking and customization. This indispensable collection of 320 letters includes a variety of templates for the following types of real estate marketing situations: new agent announcements, expired listing prospecting letters, FSBO prospecting letters, real estate thank you letters, referral requests, converting renters to homeowners, open house invitations, short sale prospecting letters, home staging tips (advice on “getting your home ready to sell”), moving tips, the advantages of using a professional Realtor, and letters offering a free competitive market analysis. This handy real estate marketing kit also includes 260 relevant articles you can use in your real estate newsletters (both print and email), your website, blog, introductory information packets, and other marketing tools. Visit this website for three free samples of real estate marketing letters and more information about the complete real estate marketing kit described above.
  2. Email marketing services: You can’t send out a professional email message, newsletter, or announcement to your subscribers unless you’re tapped in to a good email marketing service. There’s a wide selection to choose from, including, Constant Contact, AWeber, GetResponse, Mail Chimp, FlutterMail*, and a handful of others. Features to look for include competitive pricing, ease of use, the ability to send out autoresponder messages, features that enable you to keep track of every message you send out, the ability to resend emails to specific subscribers if you so choose, opt-in features to make sure your mailing list consists only of people who really want to receive your announcements or newsletter, and the ability to segment your client list.
  3. Real estate marketing postcards: Among the advantages of sending out real estate marketing postcards is the fact that a postcard campaign can be less expensive and more effective than sending out marketing letters enclosed in an envelope. While the objectives of a postcard marketing campaign are sometimes different than a letter mailing campaign, postcard messages are immediately visible to the recipient and can be more cost-effective. A necessary first step to launching a successful real estate postcard marketing campaign is knowing what strategies work and which ones do not work, as far as postcard design, messaging, mailing methods, and overall presentation. This e-book* provides helpful tips, examples, and tactics for getting the most return from you postcard marketing campaigns.
  4. Real estate flyers: Professional-looking real estate flyers are an old-fashioned, yet necessary real estate marketing tool for agents and Realtors. Not only are they a must-have marketing tool for open houses and brochure dispensers, but they can also be emailed, postal mailed, tacked up on community bulletin boards, and efficiently distributed in a variety of other ways. One of the keys to effectively using real estate flyers to attract clients and generate business is to have access to a user-friendly set of real estate flyer templates to streamline the process, save time, and help ensure consistent quality. To preview a collection of 53 professionally designed real estate flyer templates, visit this website.*

That’s a snapshot of some of the traditional and Internet based real estate marketing tools that can help you generate leads, produce more inquiries, and help you build your client list and real estate business.

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

Thanks for checking out my latest ideas and marketing tips, regarding real estate direct mail marketing, real estate video marketing, and online marketing ideas for real estate agents.

 

Best of luck in all your real estate marketing campaigns!

–Joel
Real estate marketing blogger, freelance journalist, website content writer
email: prowriter30years@yahoo.com

 

 

 

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*Disclaimer: My blog posts often feature links to real estate marketing tools, templates, ebooks, software, and services for which I am a compensated affiliate.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Real Estate Letters Can Serve Many Purposes

As someone with a background in integrated marketing communications, I have no doubt that real estate marketing letters can be an important element of a successful marketing campaign. Not only can a well-written real estate letter help introduce you to your farming area, but it can also facilitate client referrals, business relationships, and create top-of-mind awareness.

Creating top-of-mind awareness is one of your most important real estate marketing strategies, for the simple reason that you want your prospects and professional contacts to think of you first when the services of a good real estate agent are needed. That’s why it pays to develop a cost-effective marketing plan that includes everything from developing a Web presence to distributing prospecting letters, real estate marketing postcards, email newsletters, or even press releases. One of the first steps to launching a successful real estate marketing campaign is to develop a marketing plan.  A real estate marketing plan can  include some or all of the following components, as well as other strategies and techniques I’ll mention in future blog posts.

  • Networking with other professionals: When you stop and think about it, there are a lot of potential contacts in your community who can help steer real estate business in your direction. Some real estate agents find it productive to send networking letters to other professionals, such as loan officers, mortgage brokers, CPA’s, title company reps, insurance agents, financial planners, apartment managers, property managers, landscapers, contractors, and anyone else you can think of who provides services to home owners, sellers, and/or buyers. (Face-to-face networking is also a crucial ingredient to any successful real estate agent marketing plan.)
  • Marketing real estate with newsletters: Although email newsletters can be a more cost-effective way to stay in touch with your contacts — as compared to distributing printed newsletter copies through the postal service — an occasional “special edition” mailed to your farming area can help enhance your image, increase name recognition, and build your reputation as a source of helpful, authoritative information. Topics in a real estate letter could include energy saving tips, home safety reminders, property maintenance, cost reduction ideas, home staging tips, moving and relocation checklists, security tips, and other snippets of helpful information for home owners, sellers, and others on your mailing list. If you need professionally written articles that you can easily insert into real estate newsletters, blogs, websites, and emails, there’s a software product you can download that includes 260 ready-to-use real estate agent articles and 320 real estate marketing letters. Having access to this user-friendly real estate marketing kit can streamline the process of lead generation, real estate prospecting, sending out real estate thank you letters, handling client followup, and cultivating professional relationships. More details here.*
  • Offer workshops for first-time home buyers: Buying a new home, arranging financing, and handling the countless choices and decisions required can be pretty intimidating for first-time home buyers. By offering educational workshops for a small, targeted group of potential clients, you can not only offer a valuable free introductory class on home buying, but you can also get an inside track on becoming their real estate agent of choice. Workshops can be offered either at your office, a local community room, or even remotely, as a webinar. By the way, you can publicize home buyer workshops through a variety of means, including press releases, blog posts, Facebook, Twitter, Linkedin, email blasts, flyers, postcards, word of mouth, cost-effective advertising, and other marketing tactics.

Stay tuned to this blog for more real estate prospecting tips, marketing plan ideas, client communication tools, and marketing strategies.

Thanks for checking out my latest blog post.

Wishing you the best of luck in all your real estate marketing campaigns!

–Joel
Marketing blogger, freelance writer, journalist
email: prowriter30years@yahoo.com

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

 

 

 

Relationship Marketing Strengthens Your Competitive Edge

While quality and customer value are two crucial ingredients in any effective marketing strategy, finding ways to catch people’s attention and gain their trust are among the cornerstones of building a customer base. When you stop and consider the number of purchasing choices people have on the Internet and the local marketplace, it doesn’t make sense to launch your own business unless you’re committed to offering more customer advantages and value than the competition.

Even though marketing strategies can vary from one business to another, a few principles usually remain constant:

  1. People are inundated with marketing messages, sales pitches, business proposals, and special offers throughout the day. While there are more opportunities than ever to get your message in front of targeted prospects, it can be especially challenging to get them to pay attention, melt away their sales resistance, and get them to take you seriously.
  2. Successful sales and marketing strategy is inextricably bound to principles of human psychology. Perhaps the foundation of successful sales and marketing is a concept that has been articulated by business thought leaders like Dale Carnegie: All things being equal, people tend to do business with people they know, like, and trust. When you think about it, that’s a pretty obvious marketing idea that b infused into every small business marketing plan and customer acquisition strategy. In many cases, sales and marketing would be immensely easier and more productive if business owners, sales staff, and account executives focused on relationship marketing rather than just pursuing a “one size fits all” marketing strategy.
  3. There’s good news and bad news about sales resistance. The bad news is that it can be one of the primary underlying causes of business failure, unrealized financial goals, and sales career burnout. The good news is that the causes of sales resistance can be analyzed, addressed, and — in many cases — eliminated. One of the most effective ways to overcome sales objections is to prevent them in the first place. In other words: Prioritizing value, quality, and service is crucial to to any successful marketing strategy, but potential customers can easily be lost when sales objections are not brought to the surface and adequately addressed.
  4. Customer relationship marketing can be based on a variety of complementary strategies including providing prospects with useful information, helpful advice, and value-added service. Staying in touch with prospects and clients can be an important way to create and maintain “top of mind awareness”, establish name recognition, and lay the groundwork for building trust and credibility. There are a variety of strategies for staying in touch with customers without being intrusive, including opt-in email newsletters, direct mail marketing (including marketing letters, promotional postcards, and coupon distribution), and even sending the occasional hand-written note.

When you make the extra effort to provide value, clearly communicate benefits, and make people feel special, your sales and marketing efforts should be more productive, profitable, and satisfying.