Every successful real estate professional knows that some prospects require a unique marketing strategy. These audiences are unlike your typical prospects and call for creative print marketing and a little extra attention. A great example of a niche audience is the “For Sale By Owner” market.
Using a tailored approach to land these listings can be valuable in building relationships and growing your brand. These homeowners may be hesitant to use an agent, but with the right tactics and a targeted marketing campaign, the FSBO market is yours for the mailing.
Start with a postcard.
Our Targeted Marketing Campaign focused on FSBO clients is the perfect way to get your foot in the door. Each postcard offers helpful tips, along with your photo and contact information. Sharing your real estate knowledge will prove your ability to sell homes and build trust.
Prospects will receive a series of eight postcards, one mailed to them every four days. If they are struggling to sell their own home, they will know which expert to reach out to for help: YOU.
Proceed with care.
After launching your targeted marketing campaign, it's time to build relationships. Approach the potential clients by calling and asking how the home selling process is going. Offer to meet and discuss the sale of their home (with no obligation on their part) as a way to connect with them in person. Inviting potential clients to coffee is a stress-free way to get the conversation rolling. Avoid the urge to quickly run through a script. Focus on showing that you care about their priorities: selling their home quickly, and for the right price.
After sharing how you can help them tackle their specific challenges, offer your assistance. If they decline, offer a tip or piece of free advice and wish them luck. Remind them that you are just a phone call away if they change their minds. By planting this seed, you have positioned yourself as a helpful resource, rather than a pushy salesperson.
A penny saved is a penny earned.
Most FSBO prospects attempt to sell their own home in order to save money. To convince them that your help is both valuable and necessary, explain how your services will save them money in the long run. Potential clients who try to sell their own home will spend more time and energy than they may have originally estimated. Researching real estate guidelines and contracts, staging and showing the property, and knowing what a home is truly worth can be tricky tasks for a novice.
As an expert, you can explain these factors and provide information about the local real estate market, while keeping the process running smoothly. Illustrating how you can save the potential clients money through your established skills and market knowledge will carry weight as you pursue landing the listing.
Transparency builds trust.
Your FSBO prospects may be nervous about trusting an agent with their property (perhaps after a negative experience in the past). To combat their fears, be as transparent as possible. Explain your plan for selling their home and take time to answer any and all questions the clients may have. Offer to meet with them as often as they would like and remind them that you are just a phone call, text or email away if they have more questions.
While it may require a little extra time on the phone, the care you provide throughout the process will pay off when you show your new clients that you can make the process of selling a home faster and easier.
Enlisting services like The Personal Marketing Company’s Targeted Marketing Campaign places you at the forefront of potential clients' minds, making you their trusted contact when it's time to call an agent. Call 800.458.8245 and talk to our marketing experts about how to get started today!
Now is certainly a spotlight moment for social media prowess and buzzy new apps. However, relying too heavily on these newer mediums for connection, and ignoring past mainstays like print and email, can have a massive negative effect on your business.
In fact, companies like Airbnb and mega-influencers like Chip and Joanna Gaines of HGTV's Fixer Upper have joined the print marketing bandwagon in recent history. Now, they send beautifully designed magazines straight to the mailboxes of their fans. Why? Because they understand the need to connect with their audience on a level that digital platforms like Facebook make too difficult.
For starters, let's talk about the numbers.
Social media platforms combined reached 3 billion active users in 2017. However, those users are fragmented. They're on Facebook, YouTube, Instagram, Twitter, Pinterest, Snapchat, Tumblr, Reddit, LinkedIn, and dozens of other sites.
According to the Radicati Group, the number of active email users topped 3.7 billion in 2017. That's 3.7 billion people regularly checking their personal inbox.
Then, there's the mailbox. One for every residence. In the case of direct mail, marketers are nearly guaranteed that a person from the residence will have to carry mail from the mailbox into the home and will at least skim the marketing materials.
Now, what about delivery?
Put a stamp on a postcard, drop it in the mail, and it reaches its destination (or intended audience). Similarly, email has a 98 percent deliverability rate. Your only job is ensuring that the postcard, newsletter or email is important and urgent enough for a person to read.
Freeport Press reports that 74 percent of their audience read up to three print magazines in the last month, and only 41 percent read up to three digital magazines. People are still interested in holding a print magazine in their hands.
With ever-changing social media algorithms and even with a perfectly timed social media post, it's nearly impossible to meet your followers with the kind of consistency email and print offer. There are measures you can take to increase your visibility, but without dropping serious cash, there will be no way of ensuring the right people see your post at the right time.
You have to decide if you want to compete on social media where everyone is vying for attention or if you would rather cut through the noise and contact your audience through their mailbox, where there are fewer distractions and less competition.
How can real estate agents capitalize on print and email?
Lead with print and follow up with email. It's a one-two punch that we've seen work well time and time again.
Like Chip and Joanna or Airbnb, it's time to connect with your audience through high-value print mailings. Personalize it, and make sure it's interesting, beautiful and something your audience can look forward to receiving.
Then, don't let the conversation fizzle out. Follow up with an email. Your email list can become a robust network to boost customer satisfaction and business growth.
The Personal Marketing Company has a variety of print marketing options
Do we have your attention?
As a real estate professional, spending the amount of time necessary to create your own email and print marketing can be daunting.
Using products and programs from The Personal Marketing Company provides you with attractive, value-packed print options to keep you top-of-mind — and puts more time back in your schedule. Getting started is easy. Call us today at 800.458.8245.
It's a judgmental world out there. It's a world where people do their homework and scroll through online reviews for nearly everything: restaurants, movies, electricians, doctors, and especially real estate professionals. Today's consumers do their research.
As a result, positive online reviews are a powerful form of influence. Even if a client sings your praises to their best friend, it's likely their friend will still search your name on Google before reaching out to you.
Make sure that what they find in their search accurately reflects the trustworthy agent they need: you!
Take our seven suggestions to give your reviews the life and lift they need:
1. Search: If you have any kind of online presence, people may already be writing reviews about you. Run a Google search on your name + real estate, and your name + real estate + your city/town/region. Next, take note of which social media platforms already contain reviews, what your scores are, and how high up in Google's search engine you appear. And then, clear your internet cookies, remove your name, and search real estate + your city/town/region again. Scroll through the pages to see where your name appears in Google's hierarchy. You'll want this information to track how much you improve as you add positive reviews.
2. Choose your platforms: Google favors Google reviews. So, the more positive Google reviews you can rack up, the better. Yelp and Facebook reviews also rank high in Google's algorithm. A number of online real estate websites also offer local agent searches and reviews, but focusing your presence too much on these sites has serious downsides.
3. Ask: Politely ask past and present clients for an online review. It's not pushy or overreaching if done tactfully. Explain that feedback is important to you and your business, and thank them for their support. If you've built a strong personal relationship with your clients, they will be happy to take a few minutes to help a friend.
4. Follow up: Allow your clients a week or so to take action after you ask for a review, and then follow up with a text message or email reminder. Avoid sending a link that takes them directly to your review page if you can. Search engines favor reviews filled out directly on the site over reviews that were prompted by a link in an email. However, a good review is better than no review! So, send that link in a second and final reminder email if you must.
5. Personalize: Keep your communications personal. Clients are less likely to oblige with a review if it appears that you've sent the same email to a dozen people. Use a client follow-up program and call or email to check in with your satisfied clients. Then, request the review. If the clients you approach did not buy their house recently, ask if they would review you based on past experience. Casually ask what they think about the follow-up mailings they are receiving from you.
6. Maintain: Unfortunately, there is always the chance you could face a negative review. It's not as detrimental as you may think. Responding graciously to your reviewer reflects your maturity, competency and ability to handle tough situations. Ask these reviewers to contact you via email, text message or a phone call, so that you don't discuss their negative concerns on social media.
7. Create incentive: People love the opportunity to win free prizes. Offer a drawing for a gift card, and enter everyone who submits a review. This is a great way to thank clients for their time and encourage them to follow through.