A Few Things to Implement in Your Real Estate Marketing Plan

When making your real estate marketing plan there are certain things which probably won’t demand a lot of your time or attention, such as setting your goals for the future or determining your motivation for making it in this business. There is however a part of the real estate marketing plan with which everybody seems to struggle: marketing. Even though most agents are good at making sales pitches, they simply cannot find a way to make their voices heard in this sea of humans that is the internet (because that’s where most of the marketing happens nowadays). Here is a look at a few things you can do in order to expand your influence and get yourself noticed from the crowd.

Building a Good Relationship with your Buyers

To start things off, you will need to build up a relationship with your potential buyers. Selling real estate isn’t something which just happens overnight; it can sometimes be a very long process and you will end up talking a lot with your clients, meaning that they better take a liking to you or they many never consider hiring your services. How exactly do you get in good with them? Well, at this point you better put on your charmer mask and send them post cards, or perhaps even giving them a call, striking up a casual conversation during which you need to find a way to transition into what you have to offer them.

You could also send emails to your potential buyers, offering them bits of information and tips about what homeowners should be doing in today’s economy, or if you are really dedicated to your job, send them small gifts to show your appreciation.

The Great Benefits of Social Media

Another very popular way of getting yourself noticed in this day and age is to use social media, which is something that should already be in your marketing plan for real estate. If it’s not, then simply take a few minutes to consider this information: Facebook has almost one billion users, and 56% of them claim that they are much more likely to recommend and purchase some kind of brand themselves after becoming a fan of it.

To put it in other words, if you do things the right way you can actually spread the word about your brand and get people to lean towards it if they are ever caught in a dilemma, simply by creating a fan page on Facebook and getting people to “like” it. Also, on social media word travels faster than ever before. For example, when the Domodedovo Bomb blew up in the Russian airport, president Medvedev learned about the whole fiasco through Twitter. So, as you can see, social networks work faster than Russian intelligence services, which is a pretty good sign for real estate marketers who are looking to spread the word about their brand.

Using Real Estate Listings to Your Advantage

Another advertising tactic you should definitely consider including in order to make an effective marketing plan for profitable real estate is the use of online real estate listings. There are websites out there which you can find using your search engine of choice which allow you to post your own listings… free of charge. The best part is that these free websites, which include Trulia, Zillow and HotPads, are some of the most popular websites on the internet right now as thousands upon thousands of people go on them every day to check the house listings. All you need to do is simply make a list of these websites and head to each one of them and put your listings up there.

There is something special about these listings which will make your job infinitely easier: the people who contact you are only the ones who are actually interested what you have to offer. You see, these websites allow those who post the listings to provide very detailed descriptions of the real estate’s various characteristics, and what’s more, it allows the users to search real estate based on them. So, to word it differently, these people already know what you have to offer and so you really won’t need as much effort to convince them.

Naturally, there is much more than that to making a good real estate business plan, but rest assured that if you get the marketing part right there won’t be much stopping you from achieving the success you have been dreaming of all these years

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Real Estate Marketing Plan

Are you looking to hone or develop your real estate marketing plan?

For those looking for marketing tools for realtors (R) and real estate agents, the “best practices” of multi-million dollar agents includes several “pillars”, or sources of leads, and refinement to the three key points of client contact. These three key points of client contact are initial real estate lead production, point of sale (listing presentations and buyer representation processing), and post-sale referral generation.

One common mistake agents make is choosing either a “consumer direct marketing” approach, or a “referral only” approach. This is a mistake simply because to achieve top performance, you’ll need both. Fortunately, when done well, this does not need to be expensive. A referral-only real estate marketing plan is based around actively cultivating (farming) a group (farm) of referral sources. For most systems, this is based around systems of consistent contact to ensure presence of mind and respect by potential referrers, usually via handwritten low-tech stamped notes, monthly phone calls to people who have agreed to refer you when they hear of people who want to buy or sell, occasional client parties, and occasional pop-by’s to see someone in person a few times per year. These systems are carefully designed to look casual, but when combined with real estate newsletters and tools, will cause your farm to both like you personally and respect you professionally. Imagine getting 2-3 referrals per month from a financial planner, another 2-3 from a tax professional, another 1-2 from your grandmother, etc. and you really have a solid base of business. Closing ratios on referrals are always much higher from referral marketing, and the cost-per-lead is lower.

So why not use just that?

Because you may not have 1,800 people who like you and will refer you, and even if you did, there are surely some people buying or selling in your area who would like to work with you.

But they don’t know you.

It’s up to your consumer direct marketing to change that. While bus stop ads can help neighborhood visibility, who honestly calls a realtor because they saw a bus stop ad? Print ads and bus stop ads these days should be used only after you have completely dominated the real estate internet marketing in your area.

How do you dominate an area? Message and delivery. These days, delivery happens via internet for over 90% of buyers, and virtually all sellers who research agents online before selecting which agent to sign with. While the internet is a large space, you can dominate page 1 of Google using our free report on search engine optimization (SEO), and dominate other areas through pay-per-click (PPC), social media marketing (facebook, myspace, twitter, etc.) and trafficked verticals like craigslist. Our company focuses on creation of incredible, compelling offers so you don’t have to, though you can certainly create your own.

Here are a few suggested pillars to consider:

– Expired Listings & Withdrawn Listings. These are the easiest “cold leads” you’ll find. If you decide not to purchase ours, you can certainly create your own. The #1 mistake people make in expired listing marketing is expecting immediate conversion. Usually sellers get flooded with offers immediately, but relisting activity peaks at 6 to 8 weeks after expiration or withdrawal. Pair up with a mortgage lender to reduce the cost, as this can produce refinances and loan modifications.

– FSBO’s. A strong FSBO pillar alone can get you 1-3 listings per month in an average area. For this you’ll need a real estate postcard marketing system or fsbo postcard system. Click through to our site below for some free templates and help on this.

– Homebuyers. The #1 most common mistake in real estate marketing for homebuyers is offering a home-buyer’s seminar. Try “fishing upstream” by instead offering a “credit seminar” or at least adding that to your marketing. We have an online system for this, that if you choose not to buy you can certainly model on. Be sure to “market to the unaware”, i.e. people who haven’t yet decided to buy a house, because chances are if they know for sure they want to buy a house, they probably know an agent. Be the agent (or broker) to plant this seed and most likely you’ll get the business, instead of their “dog’s former owner’s cousin who practices real estate on the side”.

– Investors. A lot of agents ignore this market, but a single good investor client can get you numerous deals per year, both buying and selling. If you’re just out of real estate school starting out, don’t start here – they’ll eat you for lunch and suck up your time, but if you have the other pillars down cold, this can put you into the big leagues, with millions of dollars in commissions.

– Relocation. This can be a tough market to crack, but that barrier to entry can work for you once you do. This is not for the rookies, but for experienced agents with top-notch customer service and the first pillars down, this should be on your real estate marketing plan. Maximize your real estate internet marketing to start working on this business, and use a lot of online video such (again, see our site for examples to model on or purchase).

– HR Benefits. Human Resources real estate marketing for Realtors and lenders can be an excellent source of business. This is a perfect agenda for a mid-career agent.

If all of this sounds good, first, see what you can swipe and implement. Don’t re-invent the wheel, because everything you need for all of the above pillars have been produced. Focus your time and budget, and setup the systems starting with the pillars above. As you get them stabilized, within a month, you should not spend any time whatsoever on production of these leads. Just setup the system, then leave your pay-per-click budget alone and just keep an eye on profitability, and hire offshore e-assistants for other tasks like craigslist marketing. Roll the pillars out, and within six months, there is absolutely no reason why you won’t be the #1 agent in your area, with the #1 paycheck. The tools are built and ready to work for you.

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Your Real Estate Marketing Plan

A real estate marketing plan needs to take all facets of the realty business into account. This means marketing to real estate sellers as well as buyers. The real estate strategy also needs to utilize both online and offline methods of advertising.

Realtor advertising needs to show a good return on your advertising investment. It should be tracked to see if you are gaining positive results for each dollar spent. By researching your advertising methods and tracking the results, you can find the best methods that work in your local real estate market.

The main thrust of your marketing endeavors should be to gain leads, follow them up quickly, and turn your prospects into clients by meeting with them face-to-face. All along this marketing process, you should be aiming to gain the trust and loyalty of the real estate lead. Thus turning them into your client and making them a loyal, lifetime customer.

Your realtor marketing plan should be an offensive game plan. Direct response marketing is best for this type of endeavor. Direct response marketing is meant to illicit a yes or no response from your potential lead. It then gives them a means to contact you if the answer is yes, giving you the opportunity to supply them with the information they desire and capture the lead’s contact information for further follow-up.

Both online and offline techniques can be used to accomplish this objective. An integration of online and offline rounds out your marketing offensive. In this modern day, both are equally important and give the lead their choice of means to contact you.

Key to the success of your marketing strategy is “baiting” the potential client with pertinent information that they are seeking. Online you can capture your leads by supplying them with information on buying or selling their house, finding the value of their property, or giving them a report on what to do to prepare their property for sale. This is supplied in downloadable form after they give you their contact information.

Offline, the same information can be supplied or information on a house they have seen in an ad or after driving by and obtaining a phone number from you house sign. Through a realtor hotline number they can access the desired information after calling and giving a special phone extension number that is specific to their request. You phone hotline should have the ability to capture the lead’s phone number and name so that you can do an immediate follow-up call to sell the lead on your abilities and tell them what you can do for their real estate quest.

Prompt follow-up is one of the most important keys to your real estate success. Most people don’t expect prompt, personal service and this sets the mood for developing a relationship with the lead. Developing a personal relationship with your prospects brings confidence in your abilities to help them and a lifetime commitment to you as their realtor.

You should develop scripts that bring confidence to you as a real estate agent. These should be aimed at the prospect’s desires and needs and how you can help them obtain their desires, whether selling or buying housing. Communication is key and should always answer that big Homer Simpson question that he asks in every episode that the lead is also asking: “What’s in it for Me?”

Your advertising should not be the traditional “here I am” and “I’m such a great real estate agent” ads that so many realtors use. If the ads are of this type, you prospects will be asking the two other Homer Simpson questions: “So What?” and “Who Cares?” before they turn to another realtor that can focus on their needs.

Everything in your real estate marketing plan should be centered around the prospect. You must build confidence that you can aid them with their wants and desires. You have to show them that you can do this quickly and with the least amount of hassle on their part. The process has to be simple and easy for them to accomplish.

Show the lead that you are the real estate agent to allow them their dream by being the go-between that can same them time and money while getting the job done. Keep communications open at all steps along the real estate process, from meeting the client to closing the deal, and inform them of the progress towards their goal continuously.

The biggest complaint clients have with realtors is that they get the client to sign an agreement and then are not heard of until a deal is in the making. You want to keep in touch no matter what the progress is and inform your client that progress IS being made and this is what YOU ARE DOING FOR THEM.

A well thought out real estate marketing plan should take into account this and much more. It takes effort on your part but this effort will pay dividends. The real estate agent should continually brainstorm new means of advancing their business and bring these into their strategy if they prove themselves to work.

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