Being a real estate agent is almost like being a marketer, salesman, manager, and communications expert, all at the same time! Marketing is one of the most important roles that you need to fill as a successful real estate agent: not only do you need to market your business to secure leads, but you need to market neighborhoods to buyers and properties for sellers. This might all seem a bit overwhelming if you’re just getting started, but there are plenty of time-tested best practices that will help you begin your career with a bang.
From web design to community events, here’s your introductory course on real estate marketing.
Your Website
Having a quality website is essential. Your site is a marketing platform that will accompany you throughout your entire career and it is almost infinitely customizable (if you or your staff know HTML or use a high-quality hosting platform). If a viewer sees your name, web address, or logo and wants to learn more, chances are their first step will be to look up your business. 65% of people consider online searches as their most reliable source of information when trying to learn more about people or companies.
So what makes a high-quality website that will generate leads? Your website should feature:
- Accessible and easy-to-navigate pages
- Noticeable call-to-action links
- Free resources (eBooks, checklists, neighborhood guides, valuation tools)
- Professional images and videos
- A regularly updated property listings page
- Frequent blog posts
Make sure you are regularly checking your Google Analytics reports to update your keywords and SEO webpage prioritization. As the most personalized and accessible source of information on your business, your website should be drawing as much attention as possible while leading viewers to your mailing list and contact information.
Your Social Media
Even if you’ve managed to avoid Facebook and Twitter in your personal life, the fact is that a successful business needs to have social media accounts. That high-quality website you developed exists in a vast and complex network among many other competing websites, and social media is essential for bringing viewers to your website.
Users probably aren’t going to commit to purchasing properties on your social media, but your social media can advertise your services to users who are planning to buy or sell. Using platforms like Facebook, Instagram, and Twitter, you can:
- Feature blog posts, services, and videos for free.
- Promote giveaways, competitions, and events.
- Invest in targeted advertising to reach specific audiences.
- Locate trends with platform analytics.
Purchasing platform ads can be very tempting, and it can be a great investment… if you know what you are doing. Don’t commit to spending a ton of money on internet advertisements if you haven’t researched your audience or decided on which services you want to promote.
It’s also important to understand how internet advertisements operate before you spend any of your cash: Pay Per Click (PPC) advertising—those ads you see on the side of webpages—such as Google AdWords operate on an auction model. This means that your visibility and returns can depend on the amount of cash that you invest, so you want a solid budget for your PPC advertisements.
Memberships and Designations
Marketing is your opportunity to be bold: talk about your experiences, the people you associate with, the things that you’ve done!
If you become a member of your state or municipal governments, say so! Put it on your website! Use your connections to uncover new opportunities (ethically, of course, don’t let a conflict of interest damage your career).
Consider pursuing positions within the National Association of REALTORS® or special designations to highlight special skills and knowledge that you’ve accumulated. These memberships and certifications may take some time to acquire but planning ahead at the start of your career can develop extensive professional networks for your marketing strategy.
Community Engagement
Real estate agents represent their communities and neighborhoods, so don’t be afraid to network with small businesses or other real estate agents. You may want to consider cooperating with other entrepreneurs on giveaways or contests or even invite some of them to represent local businesses (and advertise their products) at open houses.
As an agent, it’s also important that people recognize you—the person—not just your logo. Attending charity drives, town hall meetings, and publicity campaigns for causes you support will make you recognizable while showing you are invested in issues that impact your community.
By considering all four of these elements in your marketing strategy, you can develop a balanced marketing budget and begin to research your target audience more effectively. You’ll be generating leads in no time!
Markets are quick to change, and you need to make sure that you stay up to date on all the latest developments and continue to hone your skills and expertise. Commit to developing your education and invest in your real estate business with one of our Continuing Education packages today!
