By Julie Escobar
It’s been a busy week of interviews and interesting to hear what people are asking in terms of “how do I market my listings and myself more effectively?” Good question! Let’s see if I can share a little of what I’m learning along the way about how to mix and match your marketing mediums so that you can really make the most of your time, energy and dollars. Sound good?
First let’s start with the obvious—we KNOW that 87% of home buyers and sellers START their search for their new home or REALTOR online, which is great news for you if you’re busily building an online presence…right? There’s just a little hitch — according to a study of Broker Website Effectiveness conducted by the WAV Group 69% of visitors to broker websites type the address directly into the browser, 20% use search engine – but with keywords such as agent or brokerage name, which means that more than 85% of all traffic to the brokers’ websites were coming from people who ALREADY knew them. This is good in terms of retention of customers – but not so good news in terms of driving NEW eyes to your website, blog or social media channels.
So if NEW traffic’s your goal, then you’ve got to find some ways to get consumers in YOUR MARKET who are looking for information about buying or selling a house and they start to type something into that search bar….They know YOUR NAME & Company name!
1. Make direct mail your friend. Don’t start yelling at me and saying direct mail is dead – before you consider a few facts. According to a survey conducted by the Direct Marketing Association nearly 70% of consumers prefer to receive announcements and information from companies they are familiar with via conventional mail, versus less than 20% who prefer e-mail pitches.
Now, don’t get me wrong, I’m a big fan of email marketing, but I have agents asking me week after week – “How do I get email addresses?” And that’s where I believe direct mail postcards can really compliment an agent’s marketing plan. They’re affordable, fast, don’t have to be opened first, quick to make an impression and done right – a great way to brand yourself, get your name TOP OF MIND for area consumers and drive people looking for real estate answers or information – Straight to your website!
We’ve even developed a new line of postcards to help you develop a social media following! Check them out: On the Web Templates!
Need help finding addresses to mail to? Click here to watch a video on building your mailing list: Mailing List Management
2. Next, add QR codes to all of your printed materials. Postcards, business cards, flyers – even sign riders! Point those QR (Quick Response) codes to your Facebook Fanpage, your lead capture forms on your website, your single property websites or just about anywhere on the web you want to drive new customer attention.
Here are a couple of QR Code Generators for you to try: