Marketing is hard. It takes time, money, more time, effort, and – did we mention – more time? It’s one of those aspects of your business that you know is important, but it consistently gets pushed to the back burner because more urgent matters demand your attention.
While you’ve been busy meeting with clients, selling houses and planning your business strategy, we’re continually defining and refining the perfect marketing formula for real estate agents.
Step 1: Make that first impression.
Business cards are a staple of the industry. They validate your credibility. They serve as the first touch point for many of your prospects and clients. Your cards need to present your name, face and contact information in an appealing, professional format. Never be caught without one. Great leads may cross your path when you least expect them.
Step 2: Build relationships.
Use postcards and newsletters to get your name and face in front of more prospects and clients. Colorful newsletters and postcards are high-impact mailings that stand out in a stack of mail. They provide value to the recipient that they weren’t expecting – like a seasonal recipe card, or tips on improving your home’s curb appeal. Our postcards and newsletters are most effective when used to consistently farm the same neighborhoods where you’re trying to cultivate new business.
Step 3: Sustain those relationships.
Congratulations, you’ve closed a sale! Now don’t let those clients lose track of you. Satisfied former clients are the most valuable people in your database. If they are happy with their experience, they will refer you to their friends and use you again when the time comes – but only if you stay in touch. Enroll each client in your Client Follow-Up program, and for the next five years we will continue to send them postcards along with Today's Living magazine, which is published twice a year. Each time one of your mailings lands in their mailbox, clients will see your smiling face – and your name will be branded on their brain as the only REALTOR they'll ever need.
And that’s it! Three steps is all you need. The best part? We can automate this whole process for you. You can trust us, because we’ve been doing this since 1978. Our method is simple, and it works.
We know that every agent has a unique market. We’d love to chat with you about your personal marketing strategy, and how we can help. Call us at 800.458.8245 and a real, live human will be ready to talk with you.
People like to feel wanted. That goes the same for your prospects. Pursuing them and showing that you genuinely care about being their Realtor® is key. You can achieve this goal by staying persistent with your direct marketing. This will ensure when the time comes to buy or sell, prospects and past clients will turn to you: a recognized and trusted professional ready to help them with one of the biggest financial moves of their lives.
There is a tried-and-true marketing theory called the “Rule of 7.” It says that potential clients need to see your image or message seven times before they decide to buy from you. Some studies suggest the number is even higher in certain industries.
Throughout the marketing process, your message must be consistent and your delivery persistent.
Newsletters are a great way to get your face out there!
Contacting your prospects time and time again may seem like you’re trying too hard, but there are ways you can achieve a successful direct marketing campaign without being overbearing.
- Stay relationship-focused, not transaction-focused, with your messaging. Buying and selling a home is very personal. In order to build trust when contacting clients, look for opportunities to connect with them as real people. You want to be the Realtor® they turn to because it's clear you want to help them, not because you're just looking for a commission check.
- Include helpful tips and inside information about the real estate industry. This helps break up your call-to-action with pieces that will educate your prospects and build relationships. It also has the power to make you the “expert” in the client’s eyes. When they have questions about the real estate industry, they will know who to reach out to for answers.
- Mix up your mediums. Sending the same emails over and over again is not effective. Remember, the mailbox is quieter than the inbox. Newsletters and postcards are great options that are proven to grab your future client’s attention. When mailers are designed well, they stand out in a stack of mail and grab your client's attention immediately.
- Stay on brand. Make sure to keep messaging and branding consistent, so customers can start drawing the connection between you and the information you’re sharing.
Consistency and persistence are not words saved for pushy, transaction-based salespeople. They are descriptors of successful professionals, who care about building relationships that could lead to long-term opportunities. Don’t be afraid to get your name out there on a regular basis. If you are not reaching out to potential clients, chances are someone else is.
Reading is a great way to relax at the end of a busy workday while keeping your mind sharp. Choose books that pique your interest and those that have the power to influence changes in your personal and professional life. With numerous options available to choose from, it’s hard to know where to start.
Check out these recommendations:
The ONE Thing: The Surprisingly Simple Truth Behind Extraordinary Results by Gary Keller and Jay Papasan
What if the methods you’ve always been told will lead you to the greatest success, were actually flawed? In this book, you will learn keys to productivity and simplicity that buck a lot of traditional ideas. (Hint: stop multitasking!) Instead, unlock the “one thing” inside of you that can lead to extraordinary results.
Grit: The Power of Passion and Perseverance by Angela Duckworth
Psychologist Angela Duckworth hypothesizes that success is not driven by the “genius,” but the motivation to keep getting back up when you’ve been knocked down. In this book, you’ll get a better understanding of what happens in your own mind during times of trials. That understanding may just make the difference between backing down and moving ahead.
Originals: How Non-Conformists Move the World by Adam Grant
Author Adam Grant dives into the common misconceptions we have about creativity. Believing there is hidden creativity in all of us, he gives you the tools to draw that creativity out and put it to good use. This book covers battling “groupthink,” nurturing originality and many topics in between.
Thinking, Fast and Slow by Daniel Kahneman
This book describes the two systems of thinking we each have: our fast, intuitive thinking method and our slower, methodical thinking style. Psychologist and Nobel Prize winner Daniel Kahneman breaks down the difference between these two systems and explains how our decisions and actions are shaped by each. In the process, you’ll learn how to use these thinking systems to better both your personal and profession lives.
The Power of Habit by Charles Duhigg
No matter what the end goal is, there are likely ways to achieve it by making small changes in your daily life. Using his experience as an investigative reporter for The New York Times, Duhigg explores the power of developing positive habits to achieve great things (and to ditch those bad habits that are standing in your way).
Personalities are a funny thing. Especially in the world of real estate, you’re likely dealing with a lot of quirky personalities day in and day out.
Before you can begin to understand the people around you, you must understand yourself. Taking a personality test can help bring characteristics to light that you’ve never recognized in yourself. It can also help you develop deeper empathy for coworkers, managers and clients by understanding their personalities better.
Here are a few helpful tests you can take today, in order to better understand yourself and others.
Myers Briggs looks at 16 different personality types, each one containing four letters that speak to certain personality tendencies. The letters can stand for either extroverted or introverted, sensing or intuitive, thinking or feeling, and judging or perceiving.
StrengthsFinder is geared toward discovering your strengths and how you can harness them to improve yourself personally and professionally. There are 36 different strengths that can be assigned. The test will assign your top five and help explain how you can best use them to move forward.
The Riso-Hudson Enneagram Type Indicator test assigns one of nine numbers to you that names a basic personality trait. This test focuses on your innate personality, taking it back to genetics and your temperament as a child.