Effective Marketing for the Realtor Wanting More Business
By Glenn Cowan
PART ONE - SOCIAL MEDIA
The real estate market in Pattaya has been under pressure in recent times and new agents seem to be popping up all of the time. Combine this with the dramatic events of the Russian currency slide and you can see why a great many agents are struggling to even tread water right now. However, it doesn’t have to be all doom and gloom. Perhaps it is worth asking yourself, this pertinent question.
Are you doing enough of the right marketing?
Many realtors will automatically respond with a yes, of course we are. But, very often that’s a stock response and doesn’t reflect the reality.
So, what is the right marketing?
Well, here we will take a look at some of the ways that you can get your business in-front of ready to spend customers. These are the ones you must reach out to (before your competition does). Remember very often you are competing with other businesses in your area that have pretty much the same property listings, at much the same prices.
So what is going to separate you from your competitors?
If you are about to reply something along the lines of “your customer service” then please take a step back for a moment. Remember, at this point your “new customer” hasn’t found you and cannot testify to exactly what customer service you are going to offer (or not), as the case might be.
First you must engage with your new potential client. Easy, huh?
Given that everyone is on social media these days you would be right in thinking that this is a great place to start. However, we probably need to slow down a touch, before we join the hordes of boring realtors who only bother to share property posts. Let’s take a quick look at some of the best social media channels for the realtor who wants more business.
All of these channels offer something a little different from the next. However, they all share the ability to drive volumes of traffic to your website, providing they are managed correctly!
[Spoiler Alert] Without question, Facebook is the powerhouse of social media. But, are you maximizing your channel, or are you just simply posting countless new properties and boring people to death.
# FACT - While people might click on a picture of a house or condo out of “interest”, very, very few of them will engage with the post.
They won’t comment on it
They won’t share it
So what are they going to do? On the whole, not a lot!
If you are one of these realtors that pump out property listing after listing then now is the time to stop and review what you are doing…..Of course, there is a value for directly marketing your properties; however, this is most likely to be your website, rather than a social media channel.
What is the Answer?
Ideally you want to attract people to your business at the early stage of their “buying cycle”.
If you are able to do this then there is less chance that they will be shopping around all of the other real estate agents (who have the same properties).
Imagine for a moment, a potential client who doesn’t know much about the area. Maybe they need to find out about schools, hospitals, where to eat, what’s on when and generally more about the new location that they plan to live in. Hitting them with a barrage of property listing just won’t work - you need to give them useful information that will help them to make a decision about where they (and their family) are going to live.The clever realtor will have this information on their website already, most likely in the form of high quality blog posts.Best practice suggests that this is the key info that you want to share with potential new clients This is the content that people engage with, they share it (if it is valuable), they comment on it, (if it is valuable) and most of all, they will be reading it on your site.So take action now and change the way that you are marketing on the biggest social media network!
Post At Least Four Times Per Week
Plan to post at least four times per week and make sure that three of them are your information blog posts. Only one post should be a property listing.If you don’t have enough blog posts, or the information isn’t at the required quality level then you had better get some, and fast!
Make sure your blog posts have professional call to action (CTA’s) points in them. This way, when the reader is happy with the information that they have seen they are then able to go directly to your sales landing pages for the particular area of interest.
If you have some form of property system in place then this will also help as you can invite the reader to leave their email details and be updated when new listings match their criteria. The big difference with this approach is that you are now providing useful, valuable, high quality information to a potential new customer. When they are ready to make an enquiry they will be more confident in the standard of information that your website provides.
Share Your Posts Into Relevant Groups
Okay, so you have posted onto your Facebook page - job done? Not quite, there is still a little more you can do.Remember, the people that will see your post on your Facebook Business Page are people that like your page already.Now you need to reach out to people who don’t know you.
There are hundreds if not more groups on Facebook that you should be active in. You need to join as many “relevant’ groups to make sure you are spreading your information as far as possible.Don’t just join the groups that are local to you. Think about where your next potential client might be and what sort of groups they might be interested in.
Sounds a little daunting? Well if you want to stand out in a very busy market place then you need to do work smarter than your competition.Of course, you don’t have to do all this alone. Why not enlist the assistance of a professional social media marketing agency to give your business the boost that it deserves?
Stay tuned for next month's article, where we uncover some great tips for getting more from the other social media channels. Till then, good luck!