Marketing is a necessity for real estate agents. Now more than ever, marketing is just as important as word of mouth. But, with marketing becoming more popular, the marketing market can be extremely saturated. What does this mean? That agents need to find new ways to stand out.
Personalize for You and Them
When we talk about personalizing marketing, we mean two things. Personalize for the client and for the agent.
This may sound daunting but can be broken down into simple steps. Personalizing for the clients falls into two main categories: data and tech tools. Collect as much data as possible. Business accounts on sites like Google and Facebook do this automatically for subscribers. Target audiences can be found using analytics tools from various different sites. Demographics, interests, and names all come in handy when personalizing marketing.
Try sending out emails and addressing clients by name. Be sure to send clients homes or other real estate news in their preferred areas, etc.
Now, we'll get into personalizing for the agent themselves. Another word for this is branding. Real estate companies and real estate agents alike need to have their own unique branding in 2021 and beyond. Branding looks like consistent fonts, colors, taglines, formats, logos, etc. When someone sees your logo - or something that looks like an agent's logo - they should think of that agent.
Stay Consistent
Stay the course, stay consistent, and success in these areas will follow. It takes time for personalized marketing and branding to stick and become recognizable. Nothing hurts this more than flip-flopping around.
So, for agents when it comes to websites, signs, business cards, emails - the works - stay consistent with all visual effects. The font, colors, taglines, and/or logos that are on your open house signs? Those need to be incorporated into every email, on business cards, and should be the backbone for your website design.
Develop other personal touches like always featuring the same cookies or wine at open houses or sending the same gift as a thank you.
Staying consistent is also key when it comes to marketing for clients. Email blasts should look similar. Consider a signature sign-off like "cheers" or "all the best".
Lastly, take some time to really make sure that the aesthetics are in place and stay the course!
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