There’s no question that most real estate agents are busy. On top of listing appointments, showings, managing general admin tasks, and taking calls from clients, you also have to find time to keep your lead pipeline flowing. Without year-round marketing, incoming leads (and therefore sales) can grind to a halt. Some agents may handle the marketing themselves, while others have sales directors, CRMs, and a team of agents to assist with these efforts. In this article, we’ll discuss four of the most common marketing tactics used by real estate agents, and give insight into how the most successful agents and teams master them.
1. Keep in Touch
As of 2020, 88% of homeowners have used a real estate agent to purchase – compared with just 69% in 2001. Keeping in touch with your sphere of influence has become an increasingly important tactic all top teams have in common. Continually touching base with homeowners increases the chance that they remember your name – and choose to contact you – when it comes time for them to sell. There are a variety of ways to approach this – direct mail, email, etc. – but your CRM makes it easy and efficient to manage all relationships and interactions with clients and prospects. In real estate, CRMs are designed to help single agents as well as teams and have many moving parts. This means you could choose to hire someone to maintain and manage the system (e.g., assistant, marketing manager, third party, etc). Some agents avoid using the CRM provided through their brokerage for fear of data leakage or in the event they move to another brokerage. CRMs give you an easy way to keep in touch and optimize the content you send to past clients and new ones you get through your marketing channels. Make sure you take full advantage of the features they offer to optimize your business, such as:
- When to contact leads (call, email, text, write)
- Who you should be in contact with and in what order (most important to least important)
- Other valuable resources
Print marketing is the ideal channel for capturing off-market listings in a tough market, generating seller leads, and leveraging recent sales to generate more future sales. There are a multitude of ways to use print marketing, including (but not limited to):
- Park benches
- Newspapers (if available)
There are fewer tools to assist agents with print marketing, and failure happens easily if the asset doesn’t actually speak to the pain points, habits, and needs of the prospect. Since this marketing type happens offline, oftentimes the message isn’t data-driven, nor is there the ability to track and measure results. This lack of traceability is one of the main aspects of print that keeps some agents from being successful. When you get an email or phone call through traditional print mail, you typically have no idea what channel it’s coming from. The most successful agents use platforms like Addressable to master the organization, execution, and traceability of their print marketing. Addressable is designed to strengthen existing contacts and create new ones. We will facilitate meaningful connections via handwritten mail and give you an organized way to track when your leads come through as a result of your direct mail.
3. Optimize SEO
Around 70% of all brokers and agents have a website. This is where you have the opportunity to show off past sales and connect with potential buyers and sellers. Use your site to show off your credentials, customer testimonials, and your success as an effective agent. Don’t forget to optimize your website with a strong CTA or pop-up lead capture. Successful agent websites might have a mix of these features:
- Current listings (both theirs and the MLS’s)
- Open Houses
- Recent Transactions
- Squeeze pages (landing pages with email capture) The most successful agents need more than just a website, however. Search Engine Optimization (SEO) is necessary in the modern age to ensure your site is getting found online. In simple terms, SEO is “the process of improving your site to increase its visibility when people search for products or services related to your business in Google, Bing, and other search engines. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business.” SEO strategies can directly affect your lead generation and sales and are best for building a branded online presence. There are countless ways to improve your SEO, including keyword research, user experience improvements, and on- and off-page strategies.
4. Showcase industry expertise
Email marketing is generally low cost, and can be a great opportunity to showcase your expertise in the industry:
- Show off your successes – Use a weekly or monthly newsletter to highlight new sales or any new listings
- Illustrate your knowledge of market trends – Give clients an update on what’s happening in the market and any recommendations or advice you might have -** Personalize your outreach based on your clients’ neighborhood **– Segment your email lists by location to get even more specific. Your clients and prospects will be more likely to remember you if they see you as an expert in their locale
Which marketing channel is best for real estate agents and teams?
There’s no one-size-fits-all approach to marketing, and every real estate agent or team is different. The most successful teams employ a mix of marketing tactics. Most importantly, they track and measure which channels work best for them, and they use the data to drive their messaging. That being said, there’s a reason why most successful agents invest in print marketing – it works. Email [email protected] to discuss handwritten mail strategies and our trackable approach to direct mail. Which marketing channels have worked best for your real estate team? Let us know.