Being in real estate is tough business, especially when you only get paid for the performance and results you deliver. We’ve talked to 19 of the top experts in real estate, real estate marketing and real estate PR to bring you their best real estate marketing ideas. These will get you the close you are after whether you’re working with a buyer or seller.
#1. Pam Danziger – Unity Marketing
As a high-end real estate marketer, your primary responsibility is to create a perception of luxury for a home that becomes the reality and expectation of the potential home buyer. Creating that luxury perception becomes the key. It requires effective marketing strategies that draw the affluent home buyer. That means every potential customer contact – from online listing, advertisements, listing flyers, brochures, direct mail contact – must communicate the luxury story aimed to entice the potential luxury buyer.
The Secret: It’s Not About More Marketing; It’s About More EFFECTIVE Marketing
To sell a million-dollar house in a slow market, you don’t necessarily need more marketing or advertising, but you need more EFFECTIVE marketing and advertising. Here are some research-based ideas to help real estate marketers sell more million-dollar homes in a luxury housing market that has suddenly gone cold.
Brand Name Drop
In today’s marketplace, luxury brands are cultural currency. They talk to the quality and value of a million-dollar home. Real estate marketers should take a full inventory of the brands reflected in the home, not just the appliances, but the fixtures, local name-brand architects, designers, and contractors that are reflected in the home. Luxury brands in the home testify to the luxury price tag, Use them.
Tell Stories About The Home, Don’t Just Describe It’s Features
Real estate listings are just that: fact-based objective listings of the home’s features. But such listings – square footage, lot size, number of bedrooms, baths, etc. – tell the prospective buyer nothing about the experience of living in the home. Story-based listings that weave the home’s facts and figures into the story romance the listing and make it come alive. Don’t just write a listing, tell a story about the home.
Hire A Writer
A picture may be worth a thousand words, but in today’s internet-powered, social-media driven, content-marketing world, a thousand words need to go along with that picture. Those thousand words must tell stories engaging enough to make the prospective home buyer curious enough to call the agent and set up an appointment to experience the home for themselves.
Real estate agents think nothing of hiring professionals to do their photography and videography, yet they write the listing themselves. This is a huge mistake! Writers can take that fact-based listing description, including the extensive brand-name inventory, and tell a story about the home that will romance the listing and make it pop! Plus, writers are fairly inexpensive to hire. Put one on the payroll and see the difference it makes to the listings and your sales.
#2. Bob Gordon – Remax
This is a low cost, organic route to lead generation. Beyond blogging, you can share your content in Groups on Social Media, use your posts as material for a Drip Marketing campaign and even share Client Testimonials in your Blog. I do all of this and more with my website: boulderrealestatenews.com
Recently I’ve created a electronic newsletter, using my BLOG content as the stories, so that interested consumers can click to my website.
Interact on Social Media
Interact on social platforms, especially in Groups. Specifically, in a local FB group called the 8-Oh-Oh-27 (named after a zip code), I posted I was looking for recommended contractors to create a list to share. I had a massive response. Over sixty LIKES, and another 50 comments, about a 1/3 wanted in the material, the rest wanted a copy.
I have published over one hundred videos, some of which have been viewed extensively. My favorite videos are quick post-closing client testimonials. My clients thank me by name and share how excited they are to be in their new home. They mention the things I did well – the marketing, the communication, the strong negotiation skills. Then I post the video to my Blog, share on Social Media and I TAG everyone involved when sharing — the closer, the other agent, the client, the title company, the mortgage lender. These videos get great exposure.
#3. Luca Alessandrini – Online Optimisim
Building and Maintaining Relationships Online
A key activity to building relationships is an email newsletter. Through platforms like Emma or Mailchimp it has never been easier to handle create and distribute your own email newsletter. Letting past, current and potential clients know your activities including listings, speaking opportunities, closings, open houses, even personal events like weddings, births and graduations are a great way to keep clients engaged. This contributes to increased trust, referral opportunity and relationship building. Newsletters are a more direct method of communication compared to social media or blogging, two other strategies commonly used to build connections.
Building Confidence in Your Ability Through Social Media
In 2016, especially in the real estate industry, it is essential to show movement, progression, and of course, great sales. Most house buyers are not looking for the house of their dreams, but the best home for them. By connecting clients to the best home for them, they can provide strong testimonial, key content to be published on your social media accounts. Overall, real estate agents must communicate their ability to match homes with clients and build relationships with past, current and potential clients to best increase their leads and improve their business..
#4. Karim Wahba – Realty One Group
Price Under Marker Value
If the fair market value of a house is $500,000 for example, sometimes I advise my sellers to list slightly below the market value. What this does is it exposes the property to so many more potential buyers & so many buyers schedule appointments to view the property. This often results in multiple offers being written on the property & a bidding war ensues. This benefits the seller, in many cases the final purchase price ends up surpassing the fair market value. People want what other people want, so they keep bidding up!!
Limit Showings & Create Deadline
By limiting the showings of a property to one open house, this means many buyers will come in to see the house during this 3 or 4 hour window as that’s the only opportunity to see the house. This almost ensures that an open house will be packed with potential buyers. The more crowded the open house, the more buyers feel like everyone else is going to bid for this property so I’ll bid the highest.
If the open house is on a Saturday, I like to create a deadline to receiving all offers by noon on Monday. What this does is it also creates a sense of urgency & subconsciously buyers automatically prepare to compete with other offers.
Again it just plays on the notion of “people want what other people want”.
#5. Sam Williamson – Aims Media Glasgow
Most consumers considering purchasing real estate deliberate for months (or even years) before finally deciding on a property, and they’ll often spend significant time using the Internet to look at the various options available to them. This means it’s likely that they’ve visited your website several times to take a look at any available properties, which presents the perfect opportunity for retargeting.
For real estate, email retargeting is probably the most effective marketing method to use. The emails can be kept in the inbox and referred to when the customer feels ready to purchase the real estate.