Marketing Practices - What Real Estate Agents have Learned from Other Industries

Marketing Practices: What Real Estate Agents have Learned from Other Industries?

Marketing Practices - What Real Estate Agents have Learned from Other Industries

Real estate agents rely on marketing practices to sell the properties they represent. Still, like most industries in the 21st century, they’re dealing with higher levels of competition and more sophisticated buyers than ever before. These agents have been forced to change their strategies and marketing approaches to stay relevant in the real estate market. While they’ve been relying on traditional methods, they’ve adopted practices that other types of businesses have previously used—but what are these tactics? And how can real estate agents use them effectively? Here are some marketing practices from other industries that you can use to improve your business prospects.

Digital marketing

By embracing digital marketing, real estate agents can learn valuable lessons about online strategy and tactics. Sure, you’re not building apps or social networks, but that doesn’t mean you can’t take pointers from innovative thinkers in other industries. From content creation to SEO, some of your biggest competitors have been working hard to figure out how to get more leads through online channels. By learning what they do right and adopting it for your own business (with a bit of customization), you’ll be able to move your business forward without breaking your budget or going overkill on labor hours. 

For more information, read my article on 7 Creatively Compelling Real Estate Marketing Ideas.

Influencer marketing

People love to work with people they know, like, and trust. Social media has made it easier than ever for individuals to build their own personal brands and influence networks of similarly minded users. Influencer marketing uses these networks to attract audiences that traditional advertisements or marketing techniques would not otherwise reach. These influencers can take a variety of forms – bloggers, celebrities, everyday consumers – as long as they have a sizable following who trusts their opinions.

Check out this article on Why Real Estate Agents Should Work with Influencers to learn more.

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Social media

Companies are using Facebook, Twitter, LinkedIn, and other platforms to interact with their customers. However, most real estate professionals aren’t using these tools effectively. What if you could use social media to drive more traffic to your site? Just as importantly, what if you could use these channels as a way to capture leads?

There’s much more to using social media effectively than I can write here. MLSs, Realtor associations, and teams bring me in to teach on this topic alone. When you understand what 99% of agents are doing wrong on social, the world changes for your business.

Here is a detailed guide, with access to a free course, that I’ve written on this subject. Plus, there is a link in that article to get 300+ incredible social media graphics and video to use for free.

Content marketing

Don’t think you have a marketing budget? Think again. Content marketing can do wonders for attracting and engaging with customers on social media, driving more traffic to your website, improving search engine optimization (SEO), and many other benefits. Give your readers what they want with high-quality content (that doesn’t take months of writing) by outsourcing topics or splitting up massive projects into smaller chunks.

SEO

Search engine optimization is a powerful, cost-effective marketing strategy. If you’re looking to maximize your online presence, learn some SEO tricks and apply them to your own website or real estate listing. For example, social media sites like LinkedIn, Twitter, and Facebook are great places to boost your brand awareness and encourage engagement with potential customers. If you feel like it’s too much work, you can hire someone else to do that job for you.

This article will get you started with what you need to know on SEO for real estate. Have more questions on SEO or anything real estate marketing-related, leave a comment below, and I’ll get back to you.

How to Build a Successful Real Estate Marketing Team

How to Build a Successful Real Estate Marketing Team?

How to Build a Successful Real Estate Marketing Team

In real estate, whether you’re selling or buying, the property must be ready to show at all times of the day. This means that an experienced and well-trained team will have to work together and communicate effectively to ensure that each property shows its best qualities. While marketing is an area of weakness for many real estate agents, without the right amount of time and energy dedicated to it, any business won’t succeed as it should.

Spending too much time on marketing your real estate business leaves you with less time and energy to spend on the people and places that are truly important to you—your clients, friends, family, and so on. If you’re like most real estate agents out there, you probably wish you had more time to focus on your real estate business without having to worry about marketing too much at all.

Here are some ways to create a successful real estate marketing team to help your properties look their best to potential buyers and sellers alike.

  • Offer a strong purpose.

Your real estate marketing team is looking for direction, not just work.

When someone decides to join your team, they want to know why you’re doing what you’re doing. Give them a purpose that shows you care about helping them fulfill their dreams too. Even though you may be providing them with marketable skills and work experience, it’s still essential for your team members to feel invested in your agency’s mission. It will boost morale and keep people on board for long enough that they stay through all of your tough times.

I write and speak a good bit about high-achieving servant leadership. These two things consistently work well to support teams in any industry, and they have a natural combination with many real estate businesses.

While some agents are simply looking to close transactions and reach their next “magic number”. When I talk to agents that have been selling 75+ homes per year for many years, they truly approach business by looking for what is best for their clients and understanding that they are sheparding people through what may be the largest financial choice in their life. If that’s you, your team needs to know it.

I’ve come into offices and seen the entire team change overnight when I simply take an hour in front of everyone and ask the agent why they’re working in real estate versus anything else they are clearly qualified to do. Even when done by Zoom, with a freelancer that helps with social media and email campaigns listening in, the reason for everyone working comes alive and becomes real. And, you can see the results in the quality and focus of each team member.

  • Try Out Different People

One of the most important things you can do when building your real estate marketing team is not to assume you should hire multiple people from day one.

It’s worth trying out a few different people and teams before you settle on your final strategy. This way, if one person or group falls short of expectations, you won’t have invested too much time and money in them (yet). If everything works out perfectly, great! But don’t rush into anything prematurely just because it seems like everyone else is doing it that way. Remember to try hiring a team leader, a strategist, content creator, web designer, etc.

  • Hire a team that values customers ( buyers and sellers alike)

Yes, you must have super-skilled people on your marketing team who use lead generation and conversion optimization techniques. But more than that, it’s essential that your team is hungry for success—that they want nothing more than to make and keep the customers satisfied. If you find someone who’s excellent at their job but isn’t passionate about customers (or money), then they’ll be hard-pressed to produce stellar results over time. A team full of selfless superstars with drive will outperform most teams with talented hustlers every time. Your real estate marketing team exists for one reason—to serve your customers! So, make sure you hire marketers who are in alignment with that mission.

Why should Realtors Work with Real Estate Influencers

Why should Realtors Work with Real Estate Influencers?

Real estate can be a stressful endeavor, especially if you’re new to the scene. The world of real estate marketing has changed drastically in the last few years, with social media playing an increasingly significant role in how people find new homes, property listings, and real estate agents. Real estate agencies and individual realtors now have to compete not only with each other but also with the likes of social media celebrities and bloggers who may have hundreds of thousands of followers on Instagram or Facebook alone. Luckily, you can use the help of some of these influencers to take some of the pressure off and ultimately grow your own real estate business, if you know what you’re doing.

Why should Realtors Work with Real Estate Influencers

What is a Real Estate Influencer?

Influencers in the real estate industry have spent years perfecting their craft and honing their skills, and they have an established audience that trusts them when it comes to buying and selling homes. A true real estate influencer has an audience of tens of thousands (or more) and isn’t afraid to reach out to Realtors online and offline. They may be agents themselves, DIYers that give remodeling tips, home decorators, or any number of other categories that overlap with people in their homes.

Public figures or celebrities use their platforms to communicate valuable insight about market trends or new home products for sale. While many people initially think of these as “influencers”, much more of influencer marketing is built around non-celebrities that 1) consumers trust more on average and 2) will be easier for you as an individual agent or team to work with.

In short, if you aren’t already working with an influencer of some type, it may be time to start considering it.

Why is Influencer Marketing for Real Estate Important?

The beauty of working with an influencer is that it allows you to tap into their audience who otherwise may not have ever known you existed. A big part of your job as a Realtor and/or agent is about building your business in addition to helping clients buy and sell homes. When you work with a successful influencer, they can help you do both, and can help the influencer with their individual goals as well. As someone who has built up a large following on social media, their followers are often interested in everything they post about – including things related to real estate.

  • They help you Increase Your ROI

An influencer’s ability to reach thousands or millions of people means that your efforts will be multiplied in ways you could never have imagined. If even a tiny percentage of those people call you, view your listings, buy one of your homes, or even just sign up to receive listing alerts from your website, it’s a win. And when you consider how little it costs to work with an influencer (not all of which includes a payment to them) compared to traditional forms of advertising, these wins are all yours.

  • You can Reach the Right People

Real estate professionals have a lot of options when it comes to marketing. But, when you work with a real estate influencer who already has a following, you’re able to reach people in your area that wouldn’t otherwise be exposed to your business.

  • Micro-Influencers

A large percentage of real estate agents and brokerages don’t realize how powerful micro-influencers can be.

Micro-influencers are everyday people who have a significant following on social media. Because they aren’t celebrities, you don’t have to pay them large amounts of money. Micro-influencers can significantly increase brand awareness and attract quality leads through their audience and the stories they share.

Next Steps in Influencer Marketing

I hope you’re excited to take another step in influencer marketing and understand how it can be helpful in your individual business. Having started one of the earlier influencer marketing platforms, I’ve worked with many large international brands but my heart warms when I hear the stories of individuals and SMBs that take some of my tips and 10x their business in a short time with these same practices.

As a next step, read my article on the 3 types of influencers and then read my article on how to incentivize influencers.

Increase Real Estate Sales Using SEO

Increase Real Estate Sales Using SEO

Increase Real Estate Sales Using SEO

While most people looking to buy or sell real estate know that using the internet in their search can help them find the right fit, few realize how powerful and effective Search Engine Optimization (SEO) can be in increasing their sales. By adding keywords relevant to your business in your URL and throughout your site, you’ll increase your page ranking on Google searches, ultimately increasing traffic and potential customers who might not have found you otherwise.

We live in the digital era where most home buyers start their search online, considering real estate websites as the primary source of information. Moreover, 75% of sellers sell their homes with the first agent they interview, rather than vet a number of agents and picking the one that best fits their needs and situation. The pandemic has drastically changed people’s expectations, making traditional marketing efforts and other key acquisition channels no longer a viable option. For realtors today, SEO is more crucial than ever.

The Importance of SEO for real estate agents, teams, and brokerages

Real estate is one of those industries that gets very little attention from search engine optimization experts as a whole, but that’s also one of its biggest strengths. If you want to increase your sales, it is crucial to ensure that your real estate website is optimized for search engines. After all, if potential buyers cannot find your site, how can they buy with you? Web pages and content are designed in such a way that not only should Google be able to understand them, but also users should have no problem interacting with them. This can be done by placing keywords in strategic places on your web page to be easily found when people are searching for specific information about an area or topic.

  • When done correctly, SEO can produce an abundance of targeted visitors from search engines and social media.
  • An investment in real estate SEO can be far more cost-effective than traditional methods of drumming up business.
  • It guarantees successful business growth because more people will find your agency.

Too many individual agents, teams, and even large national brokerages miss out on the huge opportunity of millions of organic visitors from search engines because they fail to understand the investment needs and timing of real estate SEO compared to the short-term, highly trackable benefits of ads (pay-per-click). While it the decision to use PPC versus focus on SEO does not have to be a one versus the other, the investment, traceability, timing, and ROI of the two are vastly different and should be considered differently.

I always recommend agents consider SEO versus paid media separately and that they allocate some amount of the marketing plan to each.

In the medium to long-term, SEO will almost always result in drastically lower cost-per-lead and higher-quality leads (e.g. leads more likely to work with you, your team, or your brokerage).

Techniques for Real Estate SEO

SEO techniques vary from business to business, but real estate SEO is relatively straightforward. A successful real estate agent will have a strong web presence and include their address and contact information on every website page.

  • On-page optimization. On-page optimization begins with the smart use of keywords and descriptive phrases that relate directly to your business. As with any type of SEO, you want to make sure your keyword density (which is the number of times a keyword appears on a given page compared to other words) is high enough. And remember that certain words and phrases are more popular in some regions than others.
  • Off-page optimization. The term off-page means that you’re making changes to pages other than your own to increase your ranking on search engines. They typically include building quality backlinks and engaging with social media communities to develop a strong online presence.
  • IDX plugin. Of course, when you’re selling a house, you need to get your listing into as many places as possible. The agent’s MLS takes your listing information and injects it into any website authorized to see listings from that MLS. An IDX plugin is the technology on individual agent/team/brokerage websites that takes this MLS feed displays the listings to visitors, provides the search tools for buyers, etc. Older IDX plugins will use subdomains and iframes, and more modern ones will not only keep visitors on your site long but will also help you rank your community pages and aid your on-page optimization.

Have questions about SEO for real estate, whether for individual agent sites or large national portals? Leave a comment and I’ll get back to you.