Yearly Archives: 2013

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Real Estate Marketing: The Initial Sale is Just a Starting Point

Congratulations, you made the sale! Now it’s time for some follow-up marketing.

Say what? Why bother a buyer after they’ve made a purchase? Well, because ….

Finding and acquiring a new customer costs about five to seven times more than simply maintaining a profitable relationship with a current customer.
Recent buyers are interested in accessories, upgrades and related products / services.
Satisfied buyers are excellent sources of referrals.
Satisfied buyers make great success stories.
Being proactive with tips and advice can cut down on customer-service calls.

A five-step process
Everyone knows making the sale is key. The problem is, most small- and mid-sized businesses focus so much on making those initial sales that they miss out on the post-sale growth and income opportunities.

Don’t let new customers languish. Use this five-phase follow-up marketing plan to turn them into long-term sources of revenue, referrals and more:

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Which Marketing Strategy Is Right for Your Business?

The debate about which is better, brand marketing or straight selling, has raged in the marketing community for decades. The two camps have fundamentally differing views on the topic, and have even developed names to distinguish themselves.

On one side of the argument are the “rationalists,” or those who believe the best way to sell a product or service is to give consumers the straight facts – plus a good discount every once in a while. On the other side are the “emotionalists,” or those who feel you need to develop an emotional bond with the consumer before they’ll pay attention to your products, services (or advertising).

Which group has it right? The truth is, the most effective marketers are those who have found creative ways to combine the best aspects of both approaches.
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The Four Essential Elements of Every Real Estate Marketing Effort

Most of us don’t plan exactly what we’re going to say, and how, before striking up a conversation. That’s life. However, that’s not good marketing. Launch a direct mail, email or social media marketing effort without contemplating the key messages, the market, the medium you’ll use and the design of the materials, and you’ll most likely regret the results.

The Market
Before launching any marketing effort, the first thing you’ll want to determine is, who’s going to be on the receiving end. Will it be current customers, past customers, prospective customers, or perhaps customers that live in a subsection of your target market? Before you answer “all of the above,” consider this: Marketing efforts that speak directly to a subsection of your total target market will always perform better than mass mailings.
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Real Estate Marketing: The Power of Promotional Products

One of the best real estate marketing ideas is to use promotional products, such as pens, notepads and other items, branded with your company logo, yet many companies overlook the benefit of such products.  Branded promotional products keep your logo and company in the mind of everyone who uses those items, as well as the people around them who see the products being used.

Instant Recall

According to the latest survey from the Promotional Products Association International, 88 percent of people who received a promotional product during the past year remembered the advertiser imprinted on those items.  In addition, the survey found that 53 percent use a promotional item at least once a week or more often.  With such a large percentage of people remembering your company because of a free pen or coffee mug, it is easy to see why promotional products are one of the best real estate marketing ideas.
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Real Estate Marketing Plan Part 5 – Measuring Success

The final step in your real estate marketing plan is to measure how your campaigns and strategies performed.  While there is no one exact way to measure the success of real estate marketing strategies, several methods can indicate whether the campaign was a success.

Review Original Goals

Remember, the first step in evaluating the effectiveness of any real estate marketing plan is to review the original goals.  If the goal was to increase lead-to-client ratio, check to see if the leads generated from advertising were greater than in previous campaigns.  If the goal was to increase sales, check sales figures from previous periods against the period of the real estate marketing campaign to see if sales increased.
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Real Estate Messaging: Tackle Tough Questions Before They’re Even Asked

So often you hear direct-marketing experts talk about the need to “break through the clutter” and grab your target audience’s attention. Makes sense. Heck, it even sounds fun. But just how do you go about doing it?

If you really want to make an impact (especially with a marketing postcard, where space is limited), try the question-and-answer format. Instead of the usual canned messages and marketing doublespeak, you address your target audience’s biggest concerns head-on in a simple Q&A format:
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Real Estate Marketing Plan Part 4: Selecting Your Communication Channels

Once you have determined the budget, set goals, identified the target audience and defined the message for your real estate marketing plan, it is critical to choose the right advertising channels for your campaigns.  The message may be perfectly crafted, but unless the correct distribution channels are used, the message runs the risk of not reaching the intended audience.

Choosing the Right Channels

There are many real estate marketing channels, including social media, direct mail and email, and it may be difficult to decide which channel best fits your real estate marketing plan.  In reality, the budget and your target market should determine the channels that will give your agency the best return on investment.  Although many agencies consider social media as “free” marketing, this channel is one that must be handled properly in order to generate the desired results (leads and sales).  Review all options for real estate marketing and build a plan of action that works based on your budget and how your target market shops.
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Using Facebook in Your Real Estate Marketing Plan: Part 2

Did you know that you can create a custom Facebook page designed specifically for real estate agents?  Follow these basic instructions for creating a Facebook page that will be an important real estate marketing tool for your agency.

Create a Basic Real Estate Page

To begin using Facebook as part of your real estate marketing plan, if you already have a personal Facebook page, login to the site as you normally would.  Scroll down below the Ticker on the right side of the page.  Click on the word More which is just above the Chat window.  Highlight “Create a Page,” and a new page opens. Choose “Local Business or Place” and select Real Estate with the drop down arrow at the top of the page, then enter all the other information, agree to the Terms of Service and click “Get Started.” Follow the steps to upload a profile picture and then provide some basic information about your agency.  You can also include links to your other social media outlets as well.  Choose “Yes” for the last question.  You can also customize your Facebook web address to make it easier to find on the site.  This will take you to the Admin Page where you can customize your settings.  Once the page is created, you can add a custom header, also known as the Cover Photo for your regular Facebook page.  Simply click on the “Add a Cover” button and upload the graphic you want to use.
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Real Estate Marketing Plan Part 3: Defining Your Message

After you determine your audience, the next step in creating a real estate marketing plan is defining the messages of your marketing campaigns.  Now that you have identified the target market(s), defining the message becomes easier as you will have an idea of what appeals to the desired demographics and what messages will make your target audience more likely to respond.

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Real Estate Marketing Strategies: Write a Successful Press Release

Press releases, when used as part of real estate marketing strategies, can be an excellent method for promoting your agency in print.  Often when stories appear in newspapers and magazines, the idea for the story started as a press release sent out by the subject of the story themselves.  The key is to get your press release noticed over all the other releases a print media receives, and, surprisingly, getting a press release noticed has very little to do with the actual document.

 

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