Making sure your real estate marketing is on point (and aligned with your target buyer audience) can give you the extra edge you need to stand out. Here’s a mix of proven and out-of-the-box marketing strategies, according to real estate experts.
Know your buyers
Understanding your target audience is the steppingstone of all marketing efforts. Who are your buyers? What are their hobbies and interests? Where do they spend their time online?
If you’ve been working in the same neighbourhoods for a while, you’ll likely know a bit about the local demographics, but there are ways to capture more in-depth information.
According to global social media platform Hootsuite, effective strategies include sharing polls on your Facebook page, giving away free eBooks in exchange for basic customer insights, and emailing surveys to customers or prospective buyers who subscribed to your mailing list. The more you know about the people you are targeting, the more you can help your vendors maximise their property opportunities.
Use emotional storytelling
Are you harnessing the power of emotional storytelling? Properties are more than just the sum of their features or a reflection of their rateable value – they are “homes”, places where people relax, celebrate, create memories and build their lives.
Hootsuite recommends using your listings to sell experiences rather than just properties: “Instead of just talking about the property specs – yes, lots of bedrooms and a big backyard are great, but they aren’t the only factors to sell a house – promote how different aspects could be integrated into buyers’ lives.”
How will they use the spare bedroom? Are there any interesting landmarks nearby? Any parks within walking distance where families can take their children for a little time out? Put your buyer in the picture and let them peek into their own future.
Social media done right
If you’re not on Instagram yet, now is a good time to start. Experts at Venngage (a popular web-based tool to create infographics) recommend using Instagram to showcase your personality, and running contests or giveaways via Instagram Stories for maximum engagement and brand recognition.
As for Facebook, many agents already use it to share photos of buyers being handed the keys, or sneak peeks of your upcoming listings – but what about live videos? You may give a live tour of a home, answer home-buying FAQs or even live-stream an open home for people who couldn’t physically attend.
Using videos
Live videos aren’t the only way to get buyers take notice. Agentimage.com recommends starting a channel on YouTube: “Google owns YouTube so you can use it to increase your visibility in search engines.” Also, why not create a 30-60 video clip about your business for your homepage?
And of course, videos can be the ‘cherry on top’ of your property listings. From drone shots to video walkthroughs, professional footage is designed to show your vendors’ homes in their best light.
Combine new and traditional
There’s no denying that new technologies have revolutionised the way real estate agents operate, but traditional marketing is still very effective when used correctly.
Blending digital and traditional methods can deliver strong results. As Homestolove.co.nz points out, for example, print brochures are memorable. “If people are visiting several homes in a day, it’s an easy way to remind them of how appealing your home is.” Also, dropping flyers (or fridge-worthy postcards) in letterboxes can help you reach those who aren’t actively buying or selling yet, but may change their mind soon or know someone who’s currently getting in the market.
It’s a good idea to market yourself as the expert in the neighbourhood by providing hyperlocal news and insights. You can publish monthly market reports and share your track record, both online and in people’s mailboxes. And don’t underestimate the power of handwritten notes: “You have the opportunity to offer your prospects and clients a unique experience when they open a mailed envelope and discover a handwritten note inside,” says Placester.com.
Create a referral/review program
There’s nothing like word-of-mouth to spread your message. So, if you haven’t already, consider asking for reviews and creating a referral program for past clients.
There are different ways to incorporate a referral program in your marketing strategy or ask for reviews. You could integrate a couple of sentences into your email signature, use more sophisticated email marketing automations or both. As Forbes points out, “Whatever it is, come up with a unique way to pitch this to your clients and then ensure you treat all of those people the right way.”
But before you do that, make sure you’ve kept in touch with your past vendors on a regular basis. Emailing ongoing tips and helpful content can help nurture the relationship over time, keeping you top of mind.
The key to successful real estate marketing
Story-telling and innovative technologies, coupled with a clear understanding of your target niche, are key ingredients of successful real estate marketing. By thinking boldly and acting strategically, you can get more prospective buyers to the front door and attract motivated sellers to your business.
Check out our website to learn more about our vendor marketing finance tool, and how we can help your vendors with our ‘advertise now pay later’ options.