Recent studies by the National Association of Realtors show that 43 percent of potential buyers check out homes online before reaching out to an agent. And a whopping 97 percent of people browse online at some stage when hunting for a home. If those numbers don’t shout “time to amp up your real estate marketing game,” I don’t know what does!
To become a standout real estate agent in your area, nailing your marketing is crucial. Let’s dive into four tried-and-true strategies that can pave your path to success.
Key Real Estate Marketing Strategies
The real estate game is tougher than ever, with big shifts happening over the years. And thanks to the pandemic, everything’s gone even more digital. So, how do you stand out in this crowd? Here are four tips to sprinkle some extra charm into your marketing efforts.
1. Build Your Brand.
A solid brand is essential for showcasing your expertise and skills. Your brand is essentially YOU, shouting out loud, “This is who I am and what I’m capable of!
Crafting a brand that’s uniquely yours is key. One of the top strategies in real estate marketing is finding you’re “AND”. Your “AND” is that standout quality or interest outside of your work that you can blend with real estate. It’s what sets you apart, making you memorable to both buyers and sellers.
In a sea of real estate agents, be the one with the memorable “AND”. It’s what sparks connections and builds trust with potential clients.
Phase One: Establish Your Core Identity. Your core identity as a real estate agent includes your “AND”, along with your brand positioning, visual identity, digital anchors, and more. It’s what distinguishes you amidst a sea of agents.
Phase Two: Consistently Create Content. Keep your name buzzing by regularly sharing online content that reflects your core identity and ensures you stay top-of-mind for your ideal clients, attracting both leads and listings.
Phase Three: Spread the Word. Harness your local press and community to amplify your brand and keep people talking about you even when you’re not around. Seek out speaking gigs, reach out to the press, and aim for coverage in local media outlets.
2. Build a Strong Visual Identity.
Creating a brand is about much more than just slapping on a logo and picking out some colors. You’ve got to nail down a strong visual identity. It’s the face of your brand, shaping how folks see your business. Here are four key areas to home in on when crafting your visual identity:
Your brand’s color: When selecting colors, think about the emotions you want to stir up. Sure, something might look cool, but does it match the message you’re trying to convey about your business?
Your typography: The font you choose matters. Fonts carry meaning and have personalities. With so many options out there, go for one that reflects the vibe you’re aiming for.
Your logo: Think of your logo as an investment in your business. If possible, consider hiring a pro to design it for you. You don’t have to break the bank. Look for a skilled designer within your budget who can create a logo that truly represents you.
Photography: Online, you need two kinds of photos to showcase your visual identity—headshots and lifestyle shots. Remember: YOU are the face of your business. You want to be instantly recognizable. Headshots are the formal, professional images you use on your website and marketing materials. Lifestyle shots capture you doing what you love. These images help potential clients connect with you as a person, not just as an agent.
A strong visual identity, along with your personal brand, shapes who you are in the market.
3. Create a Digital Presence.
The real estate market is booming online. You’ve got four key pillars to boost your digital presence.
A website: It’s your digital storefront, telling the world who you are and what you offer. Keep it clean and easy to navigate. People want info at their fingertips. Make sure it looks great on mobile and has a clear call-to-action to reel in clients.
Professional email: Your email says a lot about you. Starting with your brokerage domain adds credibility. Once you’re established, you can switch to a personal domain if you want.
Google business page: With most homebuyers Googling first, having a Google business page puts you on their radar.
Facebook Business Page: This is all about YOU. Invite friends, expand your network, and offer clear calls to action to drive traffic to your website or listings. It’s another chance to show off what you can do for your clients.
Folks prefer to buy from someone they trust, and that trust often starts with your online image. Whether it’s your website, social media, or other digital spaces, each platform pulls in different kinds of leads. But always remember, your core identity should shine through consistently wherever people find you online.
4. Build Strong Relationships With Your Clients.
Real estate is all about connections. Nobody likes feeling like they’re being pushed to buy. They want to feel like they’re shopping with a buddy! When clients have a great experience with you, they’ll be quick to recommend you to their inner circle whenever someone needs a real estate agent. Referrals are gold in this business because people trust the advice of those close to them.
Here are a few ways to keep that connection strong with your clients:
- Drop a heartfelt note in the mail.
- Greet new neighbors with a care package stuffed with local goodies or vouchers for nearby spots.
- Remember important dates like birthdays and anniversaries, and give them a ring.
These little acts mean a ton to your clients. They’ll have your name on their lips when someone they know needs an agent.