There are some things that just are not, and will never be easy, and one of those things is marketing yourself as a realtor. There are so many people marketing to YOU on how you need to be marketing yourself, but we both know that those people just want your money, and a lot of it.
There are so many old school ways to market yourself as a realtor that are cost efficient, but how well do they work? Sure, you can print out marketing material and bench signs, but where do people look for realtors now days? Google. The marketing agencies that are trying to get you to give them your money promise you that they can get your name to the top of google so quickly.
The thing about real estate marketing is that you need to do it in a more personal way. People want to work with personable people to sell their house, and you definitely want them to come back to you a second time when it comes time to buy a rental home, or a new house for them. You need to build relationships with your clients, to keep your retention rates high, and at the same time, your new referrals. When someone asks your clients about referrals, they want to be able to trust in your ability enough to say your name. The only way to keep your clients saying your name is to make sure that you stay top of mind year round with them. I know, that sounds exhausting, but you need to drop everything that you think works, and listen to me.
We all know that if you put all of your clients into an email campaign, that the chances of them actually opening them are little to none, and they might just open them to move them to the trash. Emails are not personal. Their inboxes are filled up with complete strangers every single day, and if you send them an email, you become a complete stranger.
Texts messages are weird. We’re at the point in the world, that when someone receives a text from someone that they don’t talk to on a regular basis, they know it has something to do with marketing, and they know that it is probably an auto-generated campaign.
Cold calling is annoying, and it does more harm than good. When you call your clients, they automatically know that you want something from them, and it is annoying. Nobody wants to take time out of their day to sit down and have a conversation over the phone about what you can do for someone else, that you hardly even know, or haven’t heard from in 10+ years. Stop cold calling your clients, and, like, who has time to sit down and call all of their clients anyway? Do you have 3 clients? Great, call them and see how that works out for you. On the other hand, how often do you call them? No matter what the time frame is between the calls, they are still going to dread seeing your name pop up on their phone, and not want to answer. The truth is, they probably won’t answer after the first initial conversation. There is nothing in it for them.
Sending direct mail postcards… Nobody wants to receive a post card in the mail. in todays world, people love to check the mail, because their amazon order might be in it. When they have a foot thick stack of mail to go through, I promise your 5×3 shiny postcard is not going to get the time of day that you want. There is nothing on that post card that is personable. and even if there was, they probably are not going to read it, because it screams “MARKETING” on it.
Now, on the other side of the direct mail, it can be an absolute GREAT tool, and if you aren’t using that tool, you are wrong.
They do the direct mail game differently, they have embodied the definition of “personal” and “unique” and they have developed a program that creates relationships with your clients FOR YOU. I’m sure that you have had the thought about hand writing notes to all of your clients, and that is a great idea, however, who has that time? Nobody! You might do that for the first couple of months, but it will no doubt fizzle out.
More in the next article about how Resurge has taken realtor marketing by storm.
If you’re an insurance agent looking for the same type of program, check out recamp.com