Make the most of your marketing platform with digital assistance
By Megan Craig
Social media may have been labeled a “fad” when it first appeared, but that was almost 20 years ago—clearly, the digital revolution is here to stay. That means your marketing plan should include heavy use of digital platforms.
“The vast majority of buyers and sellers are online, so digital advertising is not just a great idea, it’s absolutely crucial for any professional who wants to stay relevant in 2019,” says Ginger Orem, CRS, broker/owner of Crown Real Estate Alaska in Fairbanks, Alaska.
Following are five ways you can use technology to improve your marketing strategy and boost your business.
1. Target your exact audience with tech tools
Buyer profiles are an excellent way to map exactly who your audience is—average salary, budget, property types, neighborhoods—but coming up with those profiles can be time-consuming.
Enter: Web tools. Several lead generation services, such as Zurple, RealScout and Zillow Premier Agent, are able to help capture information on people who are browsing your listings, allowing you to better tailor your marketing to their specific needs.
According to the National Association of REALTORS® 2018 Report on Real Estate in a Digital Age, agents reported that social media was the tech tool most likely to lead to high-quality leads, followed by listing websites.
2. Get personal with the flexibility of digital
Even social media platforms like Facebook and Instagram can help you target ads to very specific audiences, depending on the listing.
Job Hammond, CRS, an agent with Dash Realty in Austin, Texas, says he’s taken his advertising almost completely digital, mostly using Facebook and Google Ads to nearly double his business.
With print ads, high per-ad prices and long runtimes mean you’re stuck sending the same message to everyone.
“I think the benefit that comes with online advertising is the ability to target down to the micro level, changing strategies on the fly based on the return on investment that an initiative has provided,” he says.
People prefer more personalized messaging, says Amy Bailey, CRS, managing broker/owner of Amy Lee Realty in Flora, Illinois. That’s why she uses social media to create her own marketing messages that will reach people on a personal level.
Don’t Underestimate the Power of Referrals
While digital advertising is crucial to any good marketing strategy, never forget the utility of word-of-mouth to garner leads and make sales.
In its 2018 Profile of Home Buyers and Sellers, the NAR found that 68% of buyers and 75% of sellers contacted only one agent in the buying/selling process, and 90% of buyers would use their agent again or recommend their agent to others.
“I use lead generators as well, but I have pulled away from paying large amounts to them because much of my client base is from referrals and word-of-mouth,” says Amy Bailey, CRS, managing broker/owner of Amy Lee Realty in Flora, Illinois.
Bailey says focusing on service and treating clients with respect will build loyalty and lead to sales.
“It is important to keep up with technology, but no one can stay on top of it all,” she says. “As long as you have a good reputation, keep your face and name out there, and work hard, the audience will find you.”
“I do much of my social media advertising with ads and video I build,” Bailey says. “Thankfully, I have an amazing following.”
3. Use a variety of media to stay top-of-mind
Going completely digital may be enticing, but in many markets, a healthy mix of digital and traditional media is necessary for a solid marketing strategy.
In 24 years as a REALTOR®, Orem says she has tried all forms of advertising and she has tailored her strategy to her smaller, unique Alaska market.
“I use a variety of marketing tools such as social media, local shopping cart campaigns, and radio and television ads to keep my name and brand current,” Orem says. She’s a firm believer that “no matter the size of the market, the most important focus for any real estate professional is to create and keep ‘top of mind consciousness’ in whatever community you are serving.”
4. Be social to build trust
Not all digital marketing is through overt advertising. Instead, consider acting as a subject-matter expert through social media to build trust with potential clients in your market.
Hammond says he joins various community and home improvement sites and groups on Facebook, then provides information and feedback to people who request it.
“I am careful not to advertise my services within that venue; however, when you build the trust within the community, you are more likely to receive opportunities from those groups,” Hammond says. “I genuinely care about the group and helping others, and while the objective was not to get any leads from that venue, I have seen a few deals as a natural part of being there.”
5. Look to digital media to find out what actually works
One problem with traditional media is its lack of measurable outcomes. With digital platforms, REALTORS® are better able to determine actual return on investment for different types of ads.
“Digital advertising offers a more accurate way to measure results of my advertising dollars,” Orem says, noting that this obviously helps with future marketing plans.
Want to get ahead of the game on home tech? Get your Smart Home Certification from the Council.
