Sunday, May 19, 2024

marketing strategy

    The real estate landscape has seen a significant amount of volatility in recent months marked by low inventory, high mortgage rates, and the recent NAR settlement.

    While these challenges can be daunting, some real estate agents are finding innovative ways to survive and thrive in this new environment. In this article, we will delve into the insights and tactics that are helping them stay ahead.

    Diversified Marketing Strategies

    Top agents understand the importance of a well-rounded marketing strategy. They leverage both digital and traditional marketing channels to reach a broader audience. From online listings and social media campaigns to direct mail and networking events, they leave no stone unturned to showcase their listings and their brand.

    Hyper-Local Expertise

    In a low-inventory market, local knowledge is power. These agents become hyper-local experts, knowing every neighborhood inside out. They can quickly identify opportunities, provide insights on property values, and guide clients through the intricacies of the local market.

    Strong Networks

    Relationships are paramount in real estate. Top agents cultivate strong networks, including other real estate professionals, home inspectors, mortgage brokers, and more. These networks can be tapped into for referrals, advice, and quick problem-solving.

    The Join the Market Series is shown above. To learn more, Click Here.

    Negotiation Mastery

    In a volatile market, negotiation skills are put to the test. Top agents undergo continuous training to sharpen their negotiation techniques. They understand the importance of securing the best deals for their clients, whether they’re buyers or sellers.

    Tech Integration

    Technology is a game-changer in the real estate industry. Top agents embrace the latest tech tools, from virtual tours and 3D walkthroughs to predictive analytics. These tools not only streamline their operations but also enhance the customer experience.

    Pricing Expertise

    Setting the right price is critical in a low-inventory market. Top agents have a deep understanding of pricing dynamics. They provide sellers with accurate price guidance, ensuring that properties are competitively priced to attract buyers.

    Adaptability

    Adaptability is one of the most critical attributes of successful agents in the current market. They stay agile and flexible, adjusting their strategies as market conditions evolve. They can swiftly switch between a buyer’s market and a seller’s market mindset.

    Strong Online Presence

    Visibility is essential. Top agents have a professional website and robust social media profiles and maintain an active online presence. This helps them connect with clients and positions them as industry leaders.

    Navigating a low-inventory, volatile real estate market can be challenging, but top real estate agents rise to the occasion. They position themselves for success through diversified marketing, hyper-local expertise, adaptability, and a strong market presence.

    These agents are not just riding the wave but leading the way, helping clients achieve their real estate goals even in the most challenging times.


    When you have time…below are some marketing tools to help support your success.

    1. Put Your Real Estate Business a Step Above with Your Own Branded Magazin

    Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct, response-driven articles written by real estate industry experts and engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you. Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card!Click Here

    2. The Free 6-Month Done-For-You Strategic Marketing Planner

    The Real Estate Marketing Planner is a powerful 6-Month Guide that strategically defines what marketing to do and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

    3. The Free Online Real Estate Business Plan

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

    4. The Become a Listing Legend Free eBook 

    This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

    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


     

      Here we are, four months into the new year, in the midst of the spring real estate market. Have you stuck to your marketing plan? If so, and it’s a good one, you’ll have no shortage of folks to work with this spring.

      If you’ve been slacking, take the time now to tweak the plan. Start with the digital aspect of your real estate marketing plan.

      Take a critical look at social media

      Since it’s vital that you connect with potential clients where they spend most of their social media time, re-evaluate how each social media platform you use is working for you.

      If you’re not getting a decent return on your investment (of time or money) for any platform, dump it and try something else.

      Facebook

      A good Facebook strategy, even if it’s just to get organic leads, is always worth your time. Users are, by and large, in the buyer/seller age range. Engagement, if pursued strategically, is easier than on most of the other platforms.

      A decent Facebook strategy includes posting a couple times a week. If that’s too much for your schedule, post at least once a week and make sure the post is strong.

      What’s a strong Facebook post? One in which you are aiming for engagement and shares. For instance, if your city or state is among the many “Best places” (to retire, to get a job, to buy a home, etc.) chosen each year, link to the article.

      You can find these types of articles by entering the name of your city or state into a search engine, followed by “named best” or “chosen best.”

      As an example, “Scottsdale named best” returned a ton of very cool articles that a Scottsdale agent might want to repost on Facebook.

      People love proof that where they live is the best on the planet and tend to share these types of posts.

      Instagram

      If you are among the few (very few) agents who get real estate leads from the time-suck-that-is-Instagram, congratulations. If you aren’t seeing a return on the investment of your precious time, dump it. And, don’t feel bad. There’s a reason it isn’t working.

      In December of 2019, Statista published the results of a study that found that nearly 71 percent of U.S. Instagram users are between the ages of 13 and 34.

      Let that sink in: The majority of Instagram users aren’t within every real estate agent’s target audience.

      Sadly, only 12 percent of users are in the typical buyer and seller age range. Marketing your real estate business on Instagram is like an actor playing to an empty house.

      YouTube

      Video production companies love to tout YouTube’s “more than 1.9 billion registered users.” What they don’t tell you is that it’s a worldwide figure, so it’s useless to real estate agents.

      Unless, of course, you sell real estate worldwide?

      Of those 1.9 billion users, nearly 185 million reside in the U.S. Most of these users turn to the video channel for entertainment, not tutorials.

      Males, according to Statista, primarily watch soccer or other sports while beauty videos are the most popular among women.

      Real estate is missing from the list of the 25 most-watched verticals, as of February 2020. To get an idea of what people in the United States are tuning in to watch, check out Vidooly.com.

      It should come as no surprise that YouTube isn’t the ideal digital marketing platform for most agents.

      • Videos can be expensive and time-consuming to do right.
      • The NAR’s statistics show that video isn’t always an effective way to market listings as well.

      Keep in mind, however, that walk-throughs are more popular than video among buyers. Try to talk your listing clients into a 3-D walkthrough instead.

      Just don’t rely on the platform as an awesome way to market your business, because, again, you’re playing to an empty house.

      Your website

      Nearly half of all Google searchers are looking for local information, according to Hubspot, and slightly more than 80 percent of smartphone users search for local businesses.

      This is a strong signal that your best ROI of your time is ranking in organic search for your local market.

      Start with our site’s keywords. If you’re having trouble coming up with some, research the competition – those agents who are ranking on the first page of search engine results for local searches.

      Yes, you can then use them on your site, but there’s more to it. Create content around these keywords and phrases and ensure that your content is “bigger and badder” than your competition’s.

      Marketing plans shouldn’t be set in stone, but evolve. Take a look at yours periodically throughout the year and make the changes necessary.

      RIGHT NOW! FARM Scheduled Campaigns are on sale 10% OFF the first month (sale ends 4/17/21).
      19 Different FARM Campaigns to Choose From!
      Launch a FARM, Empty Nest Scheduled Campaign, HERE

      TO LAUNCH A FARM CAMPAIGN:

      Launch a FARM Campaign by clicking the “GO NOW” button, below (from a desktop or laptop computer).

      And, remember, YOU DON’T PAY until each mailing goes out (cancel or change up until the night before each mailing. The price shown at check out is per mailing, not campaign total).

      Launch a FARM Scheduled Campaign now, CLICK HERE!

      Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.


      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

      This image has an empty alt attribute; its file name is Real-Estate-Mailing-List-Guide2-3-D-999x1024.jpg

      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 

      This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

      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

      This image has an empty alt attribute; its file name is ROI-calculator-b-233x300.jpg

      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” 

      This image has an empty alt attribute; its file name is CRUSH-IT-Guide-3-d-298x300.jpg

      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

        A new Joint Center for Housing Study from Harvard University calculated 12 million American’s spend more than 50% of their earnings on rent.

        This reality is probably why more renters are waking, up fed up that their rent checks are lining their landlord’s pocket and are ready to considering buying.

        Renter Scheduled Campaign

        In the past, Americans in the nation’s most expensive cities have chosen to rent because it appeared to be a feasible solution. In San Francisco, for instance, where the median starter home costs about $895,000, there are more high-income renters than homeowners, according to the U.S. Census Bureau.

        As rents rise, however, they’re realizing that perhaps a fixed-rate mortgage payment is far better than the wildly accelerating rental rates of late.

        Yet, some people still choose to rent. Why?

        Many are cash poor and don’t understand that they don’t have to have a huge chunk of money for a down payment and closing costs. Others assume they can’t afford to purchase, despite having a decent income.


        Related: Get to Know These 4 Low Down Payment Mortgage Programs


        To successfully pursue this real estate audience requires targeted marketing that dispels myths and speaks to their pain points.

        Renter Scheduled Campaign

        Here are some suggestions on topics you may want to use to attract these tenants.

        That up-front cost

        “I was a long-term renter because I wanted to wait to buy until I could afford to stay in my current neighborhood,” a new homeowner tells Jennifer Bradley Franklin at BankRate.com.

        So, why the long-term tenancy? “I didn’t realize that there were affordable options,” she told Franklin.

        One would think that with all the information at our fingertips, real estate consumers would be better informed about down payment assistance, closing cost help, and the overall long-term cost advantage of buying over renting.

        It’s the assumption that the costs are higher when you buy than when you rent that keeps many of them out of the housing market. Dispelling this myth is a worthy goal in your marketing efforts.

        In addition, educate renters on the down payment assistance programs that are available to them.

        Although many are reserved for low-to-moderate-income earners, there are some for those who earn more.

        Renter Scheduled Campaign

        In fact, with more than 2,000 down payment/closing cost assistance programs nationwide, you are bound to find one for your higher-earning, home-buying prospects.

        Or, let them know that the FHA-backed mortgage has a down payment that can go as low as 3.5% and there are no income limits for borrowers. You would be shocked to know how few consumers are aware of this.

        What demographic of renters you should target?

        When creating your rental prospect list, target renters who earn in excess of $70,000 per year. Especially the 1.35 million-plus American households who earn $150,000 per year or more and who “became renters between 2007 and 2017.” (US Census data).  

        If you’re in a market that doesn’t provide an adequate targeted prospect list when you target $70k and up, then grab an annual salary range that better fits your market.

        ProspectsPLUS! has a demographic search tool that makes it easy to build a list of high-income renters based on an annual income range you choose, under the “custom search” option.

        NOW, you can convert renters into home buyers with less work

        The ideal way to communicate, educate, and build trust over time with renters is to launch a renter postcard marketing campaign.

        And, now, your ability to do this just got TEN TIMES EASIER with the New ProspectsPLUS! Renter Scheduled Campaigns.

        In one quick sitting, you can schedule your renter postcards to go out over a period of time on a weekly, bi-weekly, monthly, or bi-monthly basis.

        And, YOU DON’T PAY until each mailing goes out (change or cancel up until the night prior to mailing)!

        To Launch a Renter Scheduled Campaign, Pick a Postcard Series, Then:

        1. Choose Your Start Date (see image below)
        2. Pick your mailing interval (weekly, bi-weekly, etc)
        3. Then attach your renter prospect list (you can schedule as little as one postcard to go out).

        To get started on your renter scheduled campaign, from a desktop or laptop computer, click the “Go Now” button, below.

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

        1. 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.

        2. The Free Real Estate Mailing List Guide

        This image has an empty alt attribute; its file name is Real-Estate-Mailing-List-Guide2-3-D-999x1024.jpg

        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

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

        This image has an empty alt attribute; its file name is 2020-Planner-3D-999x1024.jpg

        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

        4. The Free One-Page Real Estate Business Plan

        This image has an empty alt attribute; its file name is Business-Plan-3D-Book-New1-270x300.png

        Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan.  – Click Here

        5. Become a Listing Legend Free eBook 

        This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

        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

        This image has an empty alt attribute; its file name is ROI-calculator-b-233x300.jpg

        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” 

        This image has an empty alt attribute; its file name is CRUSH-IT-Guide-3-d-298x300.jpg

        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