Shifting Your Real Estate Marketing Strategy to Work Under Any Condition

It’s a new year and if one of your strategies is to create a real estate listing generating system to fit the “new normal,” consider a mix of the old-fashioned and the new-fangled.

The best marketing plans include both direct mail and digital marketing, and linking the two is even better.

We’ve come up with some safe ways to get closer to potential clients during the pandemic – some ideas to kick around as we move through 2021.

Forge stronger links with your community

Real estate agents generally tend to be quite generous with their money, frequently offering to give a percentage of each commission check to a favored charity.  

Other agents are a bit more hands-on and feel that cutting a check, while admirable, isn’t enough. These are the agents who host school supply drives, winter sock collections for the homeless and actively volunteer their time and labor to local charitable organizations. The list is long and impressive.

And, they have a point, especially during the pandemic when consumers need and actively search out “warm and fuzzy” stories.

Yes, giving should be altruistic. And, we agree that using it to generate leads seems a bit mercenary.

But, it’s a win-win. Charities that are clamoring for help receive it and, if promoted appropriately, giving your time to a worthy cause can also be good for business.

Find a local group with a philosophy and cause that you can get behind and join them. Let your social media followers know how they can help too. Be passionate about the cause by letting consumers know about your acts of humanity.

But do avoid an overly-promotional “look-at-me” approach.

Who are you marketing to?

“Right now, the ability to forecast is a superpower for business leaders as consumer sentiments and behaviors change,” notes Sam Acuna and Sofia Kluch at gallup.com.

They add that “Some of these changes are likely permanent but many changes are temporary … and localized.”

Thankfully, the real estate industry is quite hardy right now and forecasted to remain this way.

In fact, the folks at mansionglobal.com say that 2021 will bring “… the most robust housing market in 15 years.”

They also mention a Redfin forecast that more new homes will be built this year than during the past 16 years.

Leverage your listings

While coaches advise that agents door-knock around new listings, this isn’t an appropriate time to do so.

Direct mail, on the other hand, is not only safe but rising in consumer popularity during the pandemic.

Listing agents should send at least three cards to each household in their target audience for each listing taken:

• Just listed
• Open house (if you’re holding one)
• Just sold

Each postcard should include the URL to the home’s dedicated landing page and, to your virtual open house, if you’ll be hosting one.

The home’s landing page should clearly communicate your contact information and a lead magnet. A popular choice for a lead magnet is the “Mortgage Options With Low Down Payments” Direct Response Report, click HERE.

We love Tom Ferry’s brilliant addition to the typical “Just Sold” postcard.

“… add a section that says ‘How we did it’ that lists out all the steps you performed to generate offers, AND all the details of the results your efforts created… how many showings, how many offers, sale price vs. list price, etc.”

View an example of what Ferry’s referring to at tomferry.com.

People haven’t changed. Some priorities have, many of our lives may have, but inside, we’re still the same human beings with the same wants and needs, with just a few new ones added to the mix.

Download the Direct Response Report, “Mortgage Options with Low Down Payments“ and keep copies on hand for listing appointments and open houses.

Also add as an opt-in/free offer on your website, your emails, and all of your direct mail.

Need help targeting a specific niche of buyers or sellers? Use our prospect list tools to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

PLUS: When you have time…here are some helpful resources we’ve made available to support your success.

1. The Free 12 Month Done-For-You Strategic Marketing Plan

The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

2. The Free Interactive Real Estate Business Plan

The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

3. Become a Neighborhood Brand

Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.

4. The Free Real Estate Mailing List Guide

The Real Estate Mailing List Guide outlines the top tools for generating targeted prospecting lists including Baby Boomers, Empty Nesters, Investors, Lifestyle Interests, High-Income Renters, Move-Up Markets, and more. The Guide also defines done-for-you marketing campaigns to match these markets. –Click Here

5. Become a Listing Legend Free eBook 

Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

6. The Free Online ROI Calculator

Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

7. The Free Real Estate Marketing Guide “CRUSH IT” 

The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted prospect list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here