From Our Educators

The New Marketing Model

Successful marketing requires agents to target potential clients where they will see the message.

by Mark Porter, CRS

Mark Porter

Methods of social interaction and communication have changed drastically in the past 25 years, moving from traditional letter-writing to online social media. Marketing strategies must also evolve to match these changes. The idea behind the New Marketing Model is simple — give the people what they want, the way they want it.

Creating valuable and meaningful marketing content for your past and potential clients is just the first step. Then you need to figure out the best ways to deliver that content.

One solution that can help is Alexa, a powerful tool that tells us the top sites we need to pay attention to and exactly where to direct our marketing efforts.

  1. According to Alexa, YouTube is the No. 4 site in the U.S., making video one of the top preferred methods of information gathering for the nation’s population. Produce a short video on your exciting new content and post it onto your business’s YouTube channel.
  2. Embed that same YouTube video in a new blog post on your website with an accompanying article.
  3. For members of older generations who like to receive a card in the mail, send a postcard that summarizes your content and points them to your website for details.
  4. The next step is email marketing: Send your contacts a personalized mail merge email that lets them know about your exciting new video, and again, points them back to your website.
  5. Share your new video blog on Facebook. Facebook is the second most popular site in the world with over a billion users. Establish yourself on Facebook with a Facebook business page for your real estate business and share your exciting new content.
  6. Set up a Facebook community page for your neighborhood and share your video content with the large, surrounding community.
  7. Sharing your video blog via Twitter gives you access to a new demographic of millennial users who prefer the feeds of short 140 character posts. Think of your Twitter posts as microblogs that entice followers to find out more on your site.
  8. LinkedIn is where corporate America goes to network, and it is the online replacement of those weekly Chamber of Commerce meetings. Sharing your video blog on your LinkedIn feed will open your business up to industry experts and their inner circles.
  9. Pinterest has also become a popular platform for individuals collecting interesting, new information. Pin your video blog to your company Pinterest board and attract new followers and potential clients.

The point is to market to clients the way they prefer to interact. Don’t miss an opportunity to connect with a potential client base just because you’re not there. Be active on all fronts to better market your business in today’s marketplace.

 

Mark Porter, CRS, with Castle Hills Real Estate & Mark Porter Live in Lewisville, Texas, is a CRS Certified Instructor, a real estate broker, investor, consultant and technology and business planning instructor.
www.MarkPorterLive.com • www.CastleHillsRealEstate.com

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