What, would you suggest, is the most difficult product or service to market? It can’t be fitness because while it takes a pronounced effort to get involved in that lifestyle, people still view it as aspirational, and that’s a great technique to use in promotion. It’s not always careers either, because while not everything is enthused about working a huge amount of hours each week, everyone needs a job.
Could it be real estate? Possibly, because the onset is so high that it takes a fair amount of convincing and a long process to get there. Sure, you might have affluent clients who don’t think twice about snapping up new property, but those who can afford luxury real estate aren’t going to dive into any old purchase without thinking about it. In these cases, the process can be even longer as the home inspections and deed transferal can take quite some time to finalize.
If you’re trying to bring together a better real estate marketing system but are tired of spinning your wheels, you may not know which is the best place to start. In this post, we hope to make it easier and more comfortable toa trend to that approach:
Building Trust Through Local Events
It's understandable that real estate is a relationship business more than anything else, as buyers usually want to deal with someone they feel like they know and can rely on, especially when such huge sums of money are involved. That's why getting out there and connecting with the community is so important, because a friendly face showing up at local fairs or sponsoring a neighborhood sports team is going to be remembered much more easily than a cold email or some kind of artificial outreach. This way, they’re also being given a chance to see the human side of the business, which helps break down any initial wall of skepticism.
Community interactions can also help an agent or a firm become a true fixture in the neighborhood, not just another smiling face or name on a billboard. This also means that if you have a good relationship with a client, information about listings or services can be shared casually, making it feel less like a hard sell, and more like a helpful neighbor sharing tips, a nicer alternative.
Video Tours
You’ll find that buyers these days want to feel like they’re walking through the home before they even set up a viewing, which means that high-quality video tours are becoming a necessary part of any listing. The layout and feel of a home can be properly communicated that way, especially if the place is big or has an odd layout.
The use of drones is also useful, as when done right, they can give prospective clients a wonderful, sweeping view of the neighborhood and the property lines, which provides better context about the home's location and setting. Videos are being shared easily on social media and across all digital platforms and this can be agood one too, meaning that much wider audience reach is ironically being given to your business by much wider coverage of that local space.
Using Highly Targeted Social Media Ads
As ever, the focus has to be on reaching the people who are looking to buy or sell property right now. That's why highly targeted social media advertising is being used, because it allows campaigns to be aimed at people based on their search patterns, and also adjusted for demographics like income level, location, and any unique needs..
For instance, the ability to show an ad for a beachfront villa only to people living within a certain radius who have recently viewed pages about luxury travel or home improvement is a massive advantage. This way, you’ll see that ad spend is being made much more efficient by ensuring that the message is only being seen by the most likely to arrange a viewing at the very least.
Building A Strong, Local Website Presence
A good reliable local website that serves as an authority of the area and not solely a library of listings is pretty great, and also comes across as more authoritative - pretty necessary when you’re selling a house. So for example, content about neighborhood guides, school districts, and some market trends could be a good start, and it shows the agent or firm as the resource for anyone moving into the area.
A good website is always being optimized to appear high in local search results, because when someone searches for "homes for sale in [Neighborhood Name]," the goal is for that site to be the first one they see. All the valuable information about the company and its track record is being presented cleanly and professionally, and all the listings are being displayed beautifully and are easy to search through.
Social Proofing
Social proof is an important tool when buyers hope to trust you with their savings and loans, so it's essential that past client successes and positive experiences reassure them. Testimonials and reviews, displayed across all marketing materials, from the website to social media pages, will work best. You might also give them a small discount on your fees if they write an honest review - note, you have to stipulate that this is honest.
Creating Informative, Free Guides and Resources
It's common knowledge that real estate transactions can feel intimidating because they're so complex, so offering free, helpful resources is a great way to attract leads and build goodwill among any community. This is why legal firms will often have transparent legal advice on their websites for example, because it helps them build that brand familiarity to start. So for example, guides on "The First-Time Buyer's Checklist" or "How to Stage Your Home to Sell" offered on the website are great, and if you have a contact form or email signup near it, that’s like placing a line with bait out.
Moreover, if someone downloads a more complex guide, they’re being welcomed into the firm's marketing ecosystem, where they can be encouraged with additional valuable content. If you balance this with an excellent managed marketing campaign by EWR Digital, a digital growth consultancy, you’ll have the best results.
With this advice, you’ll be certain to avoid spinning your marketing wheels.
