Like many successful musicians, Jay Z has mastered the art of branding himself. With the release of his latest album, Magna Carta Holy Grail, in early July he demonstrated his marketing expertise with a fittingly innovative strategy. While you might not think there are parallels between an album release and real estate; we’ve found three things that will transform your marketing strategy.
Real estate agent branding is an often overlooked subject in the real estate technology and marketing sphere. But earlier this year, Inman News contributor Katie Lance wrote a great piece that walks through the 3 key elements for great real estate branding .
Using the Girl Scouts as an example (who can resist talking about the venerable brand that brought us Thin Mints?!), she laid out the following principles for executing brand strategies:
In today’s world of tweets and short attention spans, you might think that getting your message across quickly is always the best policy. Even when it comes to video.
After all, as a real estate professional, you need to catch your prospect’s attention in the first few seconds and get your message across before they move on.
Your website may provide everything a potential client needs to decide to list or buy with you, from elegant design and professional photography to useful homebuying or staging tips and articles. But are potential clients finding your site in the first place?
According to Search Engine Journal, 75% of searchers never click past the first page of search results. Unless you’re a top dog on search, odds are your beautiful site is collecting dust.
Using social media sites like Facebook and LinkedIn to help build real estate marketing is nothing new. But Pinterest — a relative newcomer to the social media world — might prove the most valuable social medium for real estate agents.
Pinterest is powerful because it drives more traffic to websites and blogs than Twitter, LinkedIn, Google+, or YouTube (study by Simply Measured). With 25 million users, the potential for exposure is huge for real estate agents as well as home buyers on Pinterest.
Many of the agents that we have spoken with tell us that listings are the lifeblood of any successful real estate business. Keller Williams just recently outlined the six key reasons that listings are the most effective vehicle to drive revenue for agents. The KW blog discusses the power of using listings to create marketing opportunities, both for the seller as well as the agent.
So how do you start the momentum you need to gain more listings? The key is to create a compelling marketing plan to show prospects what you are planning to do in order to sell their properties.
These days, any agent worth their salt has at least some presence online. Smart agents know that 90% of buyers go online to find homes (2012 NAR Report) and are working to meet clients on their terms. But simply placing listings online isn’t enough when popular “third-party sites sell ad space to agents with competing brokerages that appear next to listings” (Inman.com, November 2012). To truly succeed online, you need to reach prospective clients before the competition, and that means meeting buyers where they start their search. That’s why search engine optimization, or SEO, is a key part of your real estate marketing tool set.
Video may not be new technology, but the propensity for consumers to watch, learn from and shop by watching videos is a relatively recent trend. More importantly it’s a trend you have to understand and exploit in your real estate marketing plan.
So you know where they’re spending their time online… but how do you reach them?
Most real estate agents work really hard for their clients but their clients just don’t know it. Like a star in any profession, the great ones make it look easy. But here’s the rub — most clients don’t think agents are working hard enough to justify the 6% that they’ll have to part with when the “Sold” sign appears in the front yard. This means by making it look easy, client satisfaction may actually suffer.
A recent study examining client satisfaction and real estate agent commissions suggests that there is a link between client satisfaction and the frequency of communication by the real estate agent.