Marketing Strategies for
According to recent studies by the National Association of Realtors, 43 percent of potential buyers go online to browse for homes first before they contact an agent. Ninety-seven percent shop online for a home at some point in the shopping process. If those numbers don’t scream optimize your marketing, I’m not sure what does!
Good marketing is the key to becoming a top real estate agent in your area. Explore four real estate marketing strategies proven to drive success below.
Key Real Estate Marketing Strategies
The real estate market is fiercely competitive and has dramatically changed over the years. Add to that the fact the pandemic pushed real estate even more firmly into the digital world. So what can you do to set yourself apart? Follow these four tips to put some more magic in your marketing.
1. Build your brand.
A strong brand is crucial to establishing yourself as an expert in your field and highlighting your capabilities. Your brand is YOU, and you want it to scream, “This is who I am and what I can do!”
It’s important to design a brand that is unique to you. One of the best real estate marketing strategies is to identify your “AND”. Your “AND” is something memorable you’re known for outside of your career that you can pair with real estate. It is that special thing that draws buyers and sellers to you and makes you memorable.
Real estate agents are everywhere. Be the one with the “AND” that people remember and can relate to. Your “AND” gives you opportunities to build connections and trust with your potential clients.
In the Serhant Brand Strategy System, there are three personal brand development phases:
Phase One: Build Your Core Identity. Your core identity as a real estate agent includes your “AND” plus your brand positioning, visual identity, digital anchors, and more. Your core identity sets you apart in a sea of agents.
Phase Two: Create Consistent Content. Generate leads and listings by regularly posting online content that aligns with your core identity and keeps you at the forefront of your ideal clients’ minds.
Phase Three: Shout it from the Mountaintops. Leverage your local press and community to shout your brand and keep people talking about you even when you’re not in the room. This includes seeking out speaking opportunities, press outreach, and local media coverage.
2. Build a strong visual identity.
Building a brand is more than just your logo and some colors. You need to have a solid visual identity. This is the visible expression of your brand, and it affects how people perceive your business. You need to focus on four main points to build your visual identity:
- Your brand color. When choosing colors, you need to think about what kind of emotion you are trying to evoke. Something might look cool, but does it align with what you want to say about your business?
- Your typography. The typeface you choose matters. Fonts convey meaning and have personalities of their own. There are plenty to choose from, so pick something that creates the vibe you are going for.
- Your logo. Consider your logo as an investment in your business. If you can, hire a professional to design a logo for you. You don’t have to spend massive amounts of money. Find a professional designer in your budget who can create a logo that speaks to who you are.
- Photography. You need two types of photos to represent your visual identity online—headshot and lifestyle. Remember: YOU are the face of your business. You want to be recognized. Headshots are the formal, professional pictures you use on your website and marketing materials. Lifestyle pictures show you doing the things you love. These types of images help potential clients connect with you as a person, not just an agent.
A solid visual identity combined with your personal brand creates your identity in the marketplace.
3. Create a digital presence.
The real estate market is thriving in the digital world. There are four main anchors that you need to amplify your digital presence.
- A website. A website highlights your brand and tells the story of who you are and what you can do for potential clients. Your website needs to be clean and clutter-free. People want to see what they are looking for without having to search high and low. Make sure it’s optimized for mobile traffic and includes a call to action button to drive clients to you.
- Professional email address. Your email address affects how you are perceived online. It is always best to start your professional email address with your brokerage domain email address. This affiliates you with the brokerage you work for. Once you have built a clientele and a following, you can shift to a personal email domain if you wish to.
- Google business page. Ninety percent of homebuyers turn to the internet as their primary search tool. Where do they look? Google. Establishing a Google business page points a sea of potential clients right in your direction.
- Facebook Business Page. A Facebook business page reflects your brand’s visual identity and should be YOU-focused. It is not for your team or your brokerage. Invite your friends to like your page, and start connecting and expanding your network. Have a call to action opportunity that takes people to your website, lets them check out the property you have for sale, or allows them to join your email list. Your Facebook business page is another opportunity to showcase who you are and what you can do for your clients.
People want to buy from someone they trust. Their first impressions of you come from your digital presence. Whatever digital platforms you choose to use will attract different types of leads, but keep in mind that your core identity needs to shine through consistently when people search for you online.
4. Build strong relationships with your clients.
Real estate is about relationships. People don’t want to be sold to. They want to shop with friends! If a client has a good experience with you, you will be the person they refer their friends and family to when they need a real estate agent. Referrals are the Holy Grail of real estate leads, because people trust recommendations from friends and family. Here are some ways to stay connected with your clients:
- Send a handwritten note.
- Welcome clients to their new neighborhoods with a care package full of local products or gift cards to local restaurants and attractions.
- Keep track of special dates like birthdays and anniversaries, and give your clients a quick call.
These tiny gestures go a long way in the mind of a client. They will remember your name when their friend or family member needs a real estate agent.
More from Sell It Like Serhant
A solid marketing game is a must to stand out in the real estate industry today. If you want to learn how to up your real estate marketing game so you generate more leads, close more deals, and launch yourself ahead of the competition, check out our Personal Brand Course.