For any real estate agent, they’ll usually realize that to make sales you first need the leads, and this requires marketing.
And there has never been a better time in history to make more sales while spending less on marketing, yet so many agents are sticking with the age-old techniques, and possibly missing a lot of potential sales in the process.
Forget Letterbox marketing!
Many real estate agents still opt for the old-fashion marketing tools, such as the painfully-annoying letterbox drops, as well as advertising in the local newspaper to drive interest, and the smarter ones will promote their properties on online real estate directories.
The problem with these first two options is that letterbox advertising offers very little call to action. Usually the agent has someone deliver the flyer to the letterbox without actually knocking on the door to introduce themselves, or find out about who lives there, if the person is interested in buying or selling, or offering a call to action.
It’s what we call ‘lazy property marketing’. In most cases the agent will average a 3 percent response if they are lucky. The old saying, you get back what you put into something applies here.
Turn up at the home with your ipad in hand and introduce yourself. A no brainer if you want to gain a reputation and trust with a potential client. But rather than just try and sell your services, offer them something free, like a free ebook on tips to increase the sale value of your home, or something similar. Either ask them their details and add them on your online database via your ipad, or show them how to use your website and navigate to the form to download your free ebook. This way you know your audience, and they have signed up to your mailing list. Forget that useless letterbox approach..it doesn’t work!
Then using a good email marketing application, schedule a short series of emails over the next couple of months that offer them additional tips to help them sell their home. It builds trust and cements you with the reputation as an authority in the local real estate market.
Improve your Press Advertising technique
Press Advertising works fine if you just want to build brand awareness, but the problem is people are lazy, and getting them to physically call you or visit the website when they see the press ad automatically eliminates a big opportunity. Press Ads, like letterbox drops, don’t provide you with any trackable statistics on who viewed the ad, how old were they, how long they read it, did they share the information, etc.
Use the Press to Impress…
If you insist on using press advertising, ensure you can capture the reader’s attention and their details. Again, offer the viewer something of value to them, and use a custom web address or custom phone number they have to enquire on so that you can capture their details, and ask them a few additional questions, before they can receive the offer.
This way you again can track every enquiry made online.
Improve your website
One of Australia’s largest real estate agents makes hundreds of millions of dollars worth of sales every month, yet they are missing a few small but very important factors on their website which could very easily turn 10X their monthly sales, which they could actually fix for a couple of hundred dollars.
- Ensure your phone number is clearly visible near the top of your website.
So many real estates don’t have a visible number, which not only makes it hard for people to contact them, but it can actually damage their online ranking. Your phone number can play a very important role in assisting Google to define your location, particularly on mobile devices, where most people now search for properties.
- Ensure you have an email marketing form on the homepage.This particular agent’s website has no email marketing list, which not only means that they are most likely not capturing anyone’s details but it means that it would increase their ‘bounce rate’. The Bounce Rate is when people visit your site and bounce away without venturing further. By adding an email form, those that sign up shows Google that you have something of value that they are willing to download, and therefore boosts your authority. The more value your site has the more chance you have of a higher organic ranking on Google.
- Add a Live Chat on your site. Can you imagine walking into a Real Estate office and there is no one to assist? You would probably walk out the door. Well your website is your online office, yet so many real estate websites in Australia, two of Australia’s largest real estate agency sites offer no live assistance for people visiting the site. This functionality costs around $20 to add and statistics show it increases sales enquiries by around 18%.
If you add these I can almost guarantee you will 10X your sales, or at least your genuine leads within a couple of months.
Now, back to the real tips to online marketing that will put you ahead of the game….
Videos online have a proven success rate when it comes to gaining audience attention, and these days you can film high quality property sales videos right from your smart phone, and have them online in front of a global audience within minutes. You can even edit them on your phone, add music, text and web links to them, and more.
Sites like Facebook and Periscope allow you to live stream your videos, and also allow you to connect with your audience in real time. You can ask them what they want to see, discuss the property with them, etc, so that in time not only do you get to show off the property how it is for real, but also get to grow the audience’s trust. Make it a regular feature each week and people will tune in.
As mentioned above Facebook is the perfect place to promote your properties, particularly for Open Houses and Auctions. Facebook allows you to schedule posts, so you can create an online marketing strategy that can get more people to your events as simply as creating a series of posts scheduled for certain times…like the day before, a follow up teaser on the morning of the Open House, giving the viewer time to organise their day to get along to the viewing. And then one 10 minutes before you open up, just to remind them. Tell them it’s a lovely day there, or get them to call in for some cake. Connecting with your audience rather than just sticking up an Open House Sign on the corner of the property. This way you have the attention of a global audience rather than just a tiny small piece of the community.
To get a bigger result, do a paid Boost of the post on Facebook, with a targeted audience reach, so that you only have the right people viewing your posts.
Also ensure you post a Pre-Open home message with some pics of the people you met there and thanking them. This gets people sharing the photos of their friends that attended, and helps spread the word virally.
Utilise some of these techniques, or hopefully even all of them and watch your real estate sales soar!