How to Win the Realtor Marketing Game: Competing in the New Age
Real estate marketing has shifted drastically in the last decade. Marketing is no longer just about adopting new technology and using it better than other agents. Up until recently, agents have only competed with each other for business. Now, agents are competing against Venture Captial Companies, Wall Street Funds, and iBuyers like Offerpad and Open Door.
The strategies and tactics you used in the previous decade may not be enough. Sales are no longer JUST sales. Billions of dollars are pouring into the real estate market and if you are trying to compete in this new age, you will need to create hyper customized content. To be successful, you have to have the right message going to the right person at the right time.
The Right Message:
Your message has to be focused, intentional, and targeted. Your marketing should no longer be one size fits all. Instead, you are going to be the perfect solution to one person’s specific problem.
Tip: Start with your current client stories. What were your last client’s circumstances and specific reasons for buying/selling their home? How can you tell the story in a relatable way to reach and inspire someone else in that same situation?
The more “Right Messages” you have, the more “personal markets” you open up.
The Right Person:
Social media algorithms are continuously changing. However, there are a few fundamental elements that can help make your content/message more “viral”
- Relevancy: Does your content/message speak to a current need/situation that someone is facing right now?
- Response: Do you engage in conversations, comments, dialogue with your content?
- Reach: It’s one thing to have a lot of followers, subscribers, and likers, but what % of your following consume your content? Focus on increasing that share as much as you on attracting new followers.
The Right Time:
Using pixels and cookies for retargeting is a great way to ensure that the right people are seeing your content. Pixels are code blocks that are placed on a website. It monitors and collects search behaviors and reports the actions of a potential client to a server. The most popular type of pixel is Facebook pixel.
Cookies are text that is stored in your browser by the websites you visit. They help websites remember your search preferences, Username & password, and the items in your shopping cart. They make it easier for you to resume in the last spot you left off.
Both pixels and cookies work to get your message to the correct recipient at the right time. Pixels deliver information to a server. Cookies store that information in the user’s browser so that the server can read it later and display ads that make sense to each individual.
Using a CRM is another way to get your message to the right person at the right time. With the right CRM, you can stay top of mind with your clients with very little effort. Our Realtor Marketing Partners know first hand how beneficial using a CRM with email drip campaigns can be. At CFI, we offer our Realtor partners a customized Co-Marketing program for FREE. Partner with our Loan Originators and gain access to tools and techniques that will set you apart from other real estate professionals. Contact us today to get connected!