the following is from an article by Rebecca Chandler for RISMedia:
Is your marketing program on auto-pilot? Have you settled for “good enough?” Consumer, media, and marketing trends all change over time and it’s easy to fall behind and lose traction. When you look at your current program, are you taking these 5 marketing truths into consideration?
1. What the consumer wants, they go get. Today’s consumers are accustomed to self-service. We do our banking online, check ourselves out at the grocery store, look up directions on our phones, etc. If you are still operating under the assumption that the consumer needs you to find out information about the market, the neighborhood, homes for sale, or homes sold, that’s just not the case anymore. The information is abundantly available. Your value no longer lies in providing information. Your value lies in interpreting and applying the information. Make sure your marketing highlights the things you do really well – helping to choose the best neighborhood for a specific lifestyle, helping negotiate the best price, helping to navigate through the paperwork and details of a real estate transaction.
2. Marketing your brand is not all about you. Many agents cling to the old way of marketing their brand in ads that feature themselves, their achievements, their awards, (and their 20-year old headshot). Today’s consumer expects their interaction with you to be about them, not you. Why else would they pay commission on what is most likely, their largest purchase? Take a hint from celebrities with strong personal and positive brands. Oprah Winfrey’s brand is all about helping others overcome obstacles and achieve their dreams. Barbara Corcoran’s brand is all helping you apply her knowledge of real estate and business. The judges on talent reality shows like The Voice or American Idol are known for helping up and coming artists reach their full potential. Show how you can help make real estate dreams come true.
- Feature a recent buyer or seller and their “success story.” Make it about them, not a testimonial about you.
- Stay positive. Real estate transactions may be tricky, but you make the experience less stressful. Make sure your ads, your social media posts, show that you make it easy, not that you rescue consumers from the real estate “pitfalls.” Eek.
- Promote your home marketing program to potential sellers. What will you do to sell my house? (Other than stick a sign in the yard and post it online. They can do those things without you.)
4. The phone screen is the primary browsing screen. Mobile marketing is no longer optional. In a 2014 study conducted by Braun Research for Bank of America, respondents ranked their mobile phone more important to their daily life than their laptop, television, microwave or coffee. The National Association of REALTORS® 2014 Profile of Home Buyers and Sellers indicated that half of home buyers searched for a home on a mobile device. And there are literally hundreds of studies that point to the continuing reliance on mobile technology in our daily lives. Research aside, it just makes sense in real estate – inherently a location-based and mobile activity. Buyers are actually driving around looking at homes. Now, they are also searching on their phones, mapping properties, downloading directions, texting codes to see more photos and information, texting their agent, and even signing offers via mobile applications.
How can you take advantage?
read the full article from RISMedia here: