Real estate marketing isn’t quite like marketing for other industries — that’s why we have a blog dedicated to it. Real estate agents have unique needs. Generic marketing resources or consultants are good for certain things, but they won’t understand the true nuances of the real estate industry and its unique challenges.
This leaves a gap in the market for real estate-specific marketing resources, and — not to toot our own horn — makes them so much more useful for real estate agents than generic marketing tools.
Here are two ways in which real estate marketing is like no other.
Your clients may need you only once.
When you go to a restaurant for the first time and you like the chicken, you’ll make a mental note of the restaurant name or write it down so you can return. Say you come back and try the pork, and you don’t like it. It’s not the end of the world — it’s a small financial investment to swing by somewhere for lunch, and you’ll have many more opportunities to try the business again. After all, you probably eat lunch every day. It’s not a huge time or emotional investment, either.
As you know, real estate is the exact opposite. It’s way higher-stakes, with way fewer opportunities when a client actually needs your business. Buying a house is a huge, meaningful purchase. Customers have to conduct tons of preemptive research on who their real estate agent should be. They really have to put their faith in finding the right person: Someone who can prove trustworthy, knowledgeable, personable and professional.
If you own a restaurant or a gym, your customers have a consistent and frequent demand for your services — if you’re a real estate agent, that demand is infrequent and unpredictable. That first impression is the end-all, be-all, because you might not get another chance to win over that lead.
What this means for your marketing:
Be as genuine as you can. According to NAR, buyers say that trustworthiness and honesty are the most important traits for real estate agents to have. Buyers will judge you based on how your personality comes across online. In your marketing, strive to be as authentic, genuine, transparent and relatable as possible. You’d be surprised how far a vibe you give off can go, both in your ad copy and in person. Balance your real estate prowess with your ability to work with people.
Be as un-sketchy as possible. If people are unable to find you, they’ll simply move on. A lack of an online presence is a huge red flag for many buyers. Fill out your Google My Business profile with as much information as possible. Update your Facebook page often. Make sure you have a high-quality headshot of yourself on all of your social media sites, pages and websites. Pay for ads but also post social content of your own. Create multiple touchpoints in your marketing plan where prospects can see and find you.
Be available. The more you wait on reaching out to a lead, the lower your chances are. Be on top of it and make sure to convey that accessibility to your prospects. There is a high supply of agents, so if you don’t reply quickly, you’ll lose the lead to someone who was more responsive.
Real estate is a very hyperlocal industry.
Aren’t other small businesses also hyperlocal? Yes, but in a different way. For a family-run hardware shop in Boise, knowing the area really just means understanding what kinds of inventory locals will want to buy.
Real estate agents, on the other hand, need to have a much more intimate familiarity with the area — down to the neighborhoods, the school districts, the traffic patterns and the streets. Markets vary drastically, and you need to understand the respective landscapes in a very minute detail.
What this means for your marketing:
You need to prove you’re an expert, and you need to target like one. It’s more important than ever to convey your intimate knowledge of your operating area through your personal branding. You can do this through projecting local knowledge in a number of ways: paid ads, YouTube videos, downloadable PDFs, blog posts, social media posts and neighborhood guides. Similarly, your understanding of the market, its trends and how to function within it is important to agents too.
No matter where you’re based, to ensure you’re marketing hyperlocally, you need to make your online presence felt. This translates to claiming and maintaining a Google My Business Profile so that those who search for you can find you; investing in Google Ads; targeting your Facebook business page to those in a particular area; and stepping up your Waze game by redirecting drivers to your open houses.