When you're marketing your real estate agency, what are the most important factors you promote?
Your listings? The number of sales your agency completed last year? The fact that you have the best agents in the area all under one roof?
These things sound nice, but they're not going to help you sell homes (especially if all you're pushing are listings).
Everyone already knows what a real estate agent can do. They know you have listings. They know you're there to help in the buying or selling of a property.
What they don't know - and what they need to know - is how you can help them better than any other agent.
The art of real estate marketing is easy enough to understand but not so simple to put it into action. There are three primary components that every real estate marketing plan should have:
The USP (unique selling proposition) should be your primary focus. What is it that you do best? Why should people choose your agency over any other agency?
Before you start spouting off all the things you do great, ask yourself if your competitors are able to say the same about their own agencies. If so, then it's not a USP. Things like customer service or hardworking agents are expectations - they don't make you look unique. (Granted, not all agencies can boast this, but too many people tout these factors as what makes them the best.)
Aside from your listings and your ability to buy or sell, what else can you do for your clients?
Do you have a blog that offers insight for buyers and sellers? Do you help sellers stage their homes? Do you provide 3D renderings of your properties with tools like Matterport? Do you offer referral rewards?
When you can position yourself as a valuable resource in the community, you automatically become the logical choice for real estate needs.
Communities are an evolving entity. People move to or away from the area you serve. Staying involved and in front of the people you serve can help ensure you're first on their mind when they need your services.
According to the National Association of Realtors, there are an estimated two million active licensed real estate agents in the United States, with over 86,000 brokerage firms throughout the country.
Real estate has always been a competitive field, but the digital era has ushered in new, non-human competition from the likes of Zillow and Trulia to further complicate your job as an agent.
In addition, the majority of the home buying process is now taking place prior to prospects reaching out for help. They're browsing homes online, they're better positioned to research neighborhoods and home history. As a result, the time agents spend with clients in the sales funnel is diminishing.
Less time to sell hasn't made your role any easier. Quite the opposite, meaning better marketing in real estate is more critical than ever.
Clearly, the face of real estate marketing has changed, and how you market yourself as an agent can affect your ultimate success.
The art of real estate marketing is just that: an art. That means being original and discovering what works best for you, not simply copying what other local agencies are doing. When you focus on your own unique strengths, your prospects can't help but take notice.