Surprisingly, in the midst of the busiest time of year for the real estate industry, it seems nearly impossible to find motivated sellers in the mid-range of the market. A combination of factors impact this. But the bigger question is: how can you leverage real estate marketing attract motivated sellers to YOUR door instead of the competition?
In the real estate world, everything you do drives back to one thing: the relationship with the homeowner. Whether they’re selling or buying, they want to work with an agent they know, like and trust. Becoming that person is tough. Especially when your top competition is the friend or family member that randomly sells a few houses a year.
To stand out from the crowd, you need your real estate marketing to focus on three different things:
- Speak to their pain points, even if they can’t completely identify what those are. If you’re actively growing your business you’re already a step ahead of the game. You’re in this business every day, all day. Someone who “does real estate” on the side just can’t offer that level of knowledge, insight, or agility. Whether they know it or not, both sellers and buyers are impacted by these issues. Sharing the message that you can solve these pains – and sharing it regularly – can help you stand out from the crowd. They realize they need a dedicated, full-time agent to work with.
- Be active where they’re active – and make it personal. It’s impossible for you to pick up the phone and call every person who MIGHT be interested in buying or selling a property each week. So instead, make sure you’re active where they are, and that what you share really communicates your personality. This will help you to build a stronger relationship with your prospects, even if you’re not speaking to them one-to-one. Videos, and a combination of work and personal posts goes a long way towards building trust with your prospective clients.
- Be consistent. The most important way to get people to trust you is to be consistent with what you do. Don’t send out three e-messages a month during busy season, then back off to once a quarter. Don’t go on a posting spree for six weeks, then let the crickets chirp for two months because you got busy. You’re in this for the long haul. If you aren’t consistent with what you’re pushing out to the world, you look like you’re not legit – or worse, that you’re not really invested in what you do for a living. Consistency out rules everything else where digital marketing is concerned.