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The 6 Goals of Real Estate Marketing: A Guide to Success

Real estate marketing is all about winning new listings and growing your business. But how do you do that without becoming repetitive or losing contacts? Let’s break down the six key goals of real estate marketing to help you achieve success in a way that’s engaging and effective.

1. Create Awareness

Creating awareness is about making sure people in your local area know who you are, what you do, and where they can find you. This foundational step sets the stage for all your other marketing efforts. Here’s how you can achieve this:

Own Your Google My Business Profile

Google My Business is a free tool that lets you manage how your business appears on Google Search and Maps. Claim and verify your profile to ensure your business information is accurate and up-to-date. Add photos, respond to reviews, and post updates to engage with local customers. An optimized Google My Business profile can significantly improve your local search visibility and attract more potential clients.

Goals of Real Estate Marketing

Maintain a Professional and Informative Website

Your website is your digital storefront. Ensure it is well-designed, user-friendly, and mobile-responsive. Include essential information such as your services, contact details, and client testimonials. Regularly update your blog with informative content about the local real estate market, buying and selling tips, and community news. A professional website helps build credibility and provides a platform for capturing leads.

Have an Agent Profile on Major Real Estate Portals

Register on major real estate portals like Zillow, Realtor.com, and Trulia. These platforms are where many potential clients start their search for real estate agents. Make sure your profile is complete with a professional photo, a compelling bio, and your contact information. Encourage satisfied clients to leave reviews on these portals to enhance your reputation.

2. Build a Reputation

Building a reputation is crucial for gaining the trust of potential clients. A strong reputation can set you apart from competitors and make clients more likely to choose your services. Here’s how to do it:

Create and Share Market Reports

Demonstrate your expertise in the local market by creating detailed market reports. These reports can include information on recent sales, market trends, and property value changes. Share these reports on your website, social media, and through email newsletters. This positions you as a knowledgeable authority in the real estate industry.

Post Videos or Articles on Your Website

Content marketing is a powerful tool for building a reputation. Create high-quality videos and articles that provide valuable information to your audience. Topics can include market updates, home buying and selling tips, and community highlights. This content can be shared on your blog, social media channels, and email campaigns to reach a broader audience.

Real estate blog

Share Resources on Social Media and Through Email

Leverage social media platforms like Facebook, Instagram, and LinkedIn to share your content and engage with your audience. Regularly post updates, share articles, and respond to comments to build a community around your brand. Additionally, use email marketing to send valuable content directly to your subscribers, keeping them informed and engaged.

3. Show How You Can Help

Potential clients need to see the value you provide. Rather than boasting about your services, demonstrate how you’ve successfully helped others. Here’s how:

Articles That Answer Common Questions

Create informative articles that address common questions and concerns related to buying, selling, and renting properties. This could include topics like “How to Prepare Your Home for Sale” or “Understanding the Mortgage Process.” These articles position you as a helpful resource and build trust with your audience.

Testimonials and Case Studies

Nothing speaks louder than the experiences of satisfied clients. Collect testimonials and create case studies that showcase your successful transactions. Highlight specific challenges you’ve helped clients overcome and the results you achieved. Share these on your website, social media, and in marketing materials.

4. Convert Contacts into Clients

Converting contacts into clients is essential for growing your business. This involves capturing leads and nurturing them through consistent communication. Here’s how:

Add Every Name, Phone Number, and Email to Your Database

Every contact you make is a potential client. Collect contact information at every opportunity—open houses, networking events, online inquiries, etc. Ensure that all these details are added to your customer relationship management (CRM) system for organized follow-up.

Implement an Email Marketing Structure

Develop a robust email marketing strategy to stay in touch with your contacts. Send regular newsletters with market updates, new listings, and valuable tips. Personalize your emails based on the recipient’s interests and stage in the buying/selling process. Follow up with phone calls to maintain a personal connection and move leads closer to becoming clients.

5. Deliver Better Service to More People

Providing excellent service on a large scale can be challenging. Use scalable methods to ensure you deliver high-quality service to all your clients without burning out. Here’s how:

Email Marketing to Reach Specific Audiences

Segment your email list based on different criteria such as buyer/seller status, property preferences, and location. This allows you to send targeted content that resonates with each segment, providing a personalized experience at scale.

Automated Responses for Common Queries

Implement automated responses for frequently asked questions. Use chatbots on your website and automated email replies to provide immediate answers to common queries. This ensures potential clients receive timely information while freeing up your time for more complex tasks.

6. Stay in Touch with Past Clients

Maintaining relationships with past clients can lead to repeat business and referrals. Here’s how to stay connected:

Regular Updates About the Property Market

Send regular emails with updates about the local property market, new listings, and valuable insights. This keeps you top-of-mind with past clients and reinforces your expertise.

Encourage Repeat Business and Referrals

Satisfied clients are more likely to return for future transactions and refer friends and family. Stay in touch with personalized messages, special offers, and invitations to client appreciation events. Show your appreciation for their business and remind them of your services.

Implement Your Marketing Strategy

Once your goals are set, start implementing your strategy with these outside-the-box ideas:

10 Unique Real Estate Marketing Ideas:

1. Publish a Local Market Quiz

Engage your audience with a fun, interactive quiz about local trivia or real estate knowledge. This not only attracts visitors to your website but also educates them about the market, fostering a deeper connection with your brand. Create quizzes about famous locals, historical facts, or real estate trends, and offer a small prize for participants to encourage engagement.

2. Offer Home Valuations

Potential sellers are always curious about their home’s value. Integrate a home valuation tool into your website to capture seller leads. Visitors can input their address and receive an instant valuation report. Even if they don’t sign up with their email, you can follow up through direct mail using the physical address they provided.

3. Film Explainer Videos

Differentiate your business with creative explainer videos that highlight your services and expertise. Use humor, storytelling, or unique presentation styles to capture attention. For example, you could create a video series where you explain real estate processes in a fun and engaging manner, helping potential clients understand why they should choose you.

4. Provide a Complimentary Moving Truck

Stand out in your local market by offering a branded moving truck to clients who buy or sell their homes with you. This adds value to your service and increases your brand’s visibility as the truck moves around the area. Use it creatively by parking it at high-traffic events or areas to maximize exposure.

5. Answer Buyer/Seller Questions on Your Blog

Address common questions and concerns of buyers and sellers through detailed blog posts. Use tools like “Answer The Public” to find out what your target market is asking. This not only positions you as an expert but also helps in driving organic traffic to your website.

6. Add Flavor to Your Real Estate Video Marketing

Humanize your brand with holiday greetings or fun, themed video segments. For example, create a series of videos celebrating local holidays, showcasing community events, or even performing light-hearted skits. These videos make your brand more relatable and memorable.

7. Highlight Great Area Restaurants and Entertainment

Showcase the best local spots to attract home buyers interested in the community. Develop a series of blog posts or videos that feature popular restaurants, theaters, parks, and other attractions. This not only helps potential buyers get a feel for the area but also positions you as a local expert.

8. Order Unique Business Cards

Make a memorable impression with creatively designed business cards. Instead of the usual boring designs, opt for something unique that reflects your personality and brand. For instance, you could use cards made from unconventional materials or incorporate interactive elements.

9. Incorporate Pets into Listing Photos

Feature pets in your property photos to add a warm, personal touch. Many buyers are pet lovers and can better envision themselves in a home where pets are welcome. This can make your listings stand out and appeal to a broader audience.

10. Use Instagram Stories

Leverage Instagram Stories to engage with your followers and increase brand recognition. Run contests, share behind-the-scenes looks at your listings, or post quick tips for buyers and sellers. Instagram Stories are a great way to create a sense of immediacy and interaction with your audience.

Bottom Line

By focusing on these goals and implementing creative strategies, you can effectively market your real estate business, build strong relationships with clients, and ultimately win more listings.

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