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Real Estate Marketing Plans: Where Would you Go? What Would You Do?

If you were looking for information about a product or service, where would you go and what would you do? I know this seems really broad but there is a method to my madness. I ask because I think real estate agents make real estate marketing harder than it needs to be. Most real estate marketing plans fail

Here’s what I mean

To many real estate agents the real estate business is hard. Agents from across the valley come and meet with me and tell me about their expensive real estate marketing plans that yielded no result – leads. Well, I think real estate marketing can be easy and it’s real estate agents that make it hard.

Everywhere I look I see examples of real estate marketing so bad – it’s comical. I don’t really know if there are any categories for bad real estate marketing so I made some up myself. {feel free to chime in below if I forgot any – and I know I did}.

  • Vanity Marketing: marketing that is all about the real estate agent and how EPICALLY AWESOME they or their team is/are.
  • Statistical Marketing: I sell more homes than anyone else
  • Designation Marketing: Ask for a real estate agent that is a REALTORĀ®. ABR, CRS, GRI, e-Pro, MBA!
  • Awards Marketing: Top Producer 2007, top agent in my office June and July!

In my opinion as a consumer, and that is who you are trying to reach – consumers, the marketing above, the real estate marketing plans are essentially – worthless. By worthless I mean – no one cares.

Take your real estate agent hat off for a moment and be one of us – consumers…..

Lets say you are in the market for a new car. Do you care if your car salesman won the top award at his/her dealership? How many awards he/she has? Designations? Probably not. You don’t care because the product you want is not the salesperson but the car. When you do your research online you will not be looking for the salesperson’s stats but the car’s – miles per gallon, horsepower, airbags, back-up camera, colors, interior, front or rear wheel drive etc. So why do real estate agents talk about themselves so much? My theory – because they are being trained by or “modeling” the wrong agents. Many real estate marketing plans do not work like they used to years ago.

One of the things that drives me crazy is when a real estate agent feels they are the product. Listen, as a consumer, if your marketing is all about YOU, it can’t possibly be about ME. People turn to a search engine for 2 reasons, 1} Gather Information and 2} Solve a Problem. Consumers are looking for a home or information about it.

Back to the car salesman above, would you care which salesman you worked with or would you select the first one you found or found you? Most consumers do not see a distinction between agent A and agent B. You know that already because you have lost clients to other agents simply because you could not be at point A when they wanted/need you to be. It’s all about them – not you.

Today, 98% of consumers start their home search on the Internet. You already know it’s where you need to be. You can help consumers find you online, you can generate your own leads, you can grow your real estate business by thinking not like a real estate agent but a consumer. Instead of taking a brokers, seasoned real estate agent or even real estate gurus advice to the bank, change your perspective to that of a consumer. After all, this is who you are trying to attract anyway right? As a real estate agent sending 10,000 just listed or SOLD cards sounds like a good real estate marketing plan, as a consumer I know that you throw them away immediately {if you even see them}.

If you were looking for a home for sale, to sell your home, help avoiding foreclosure, information about an area, neighborhood, subdivision, city, state, country where would you go? What would you do? In the video below we discuss what that means and how to do it. Warning… I can be a little raw.




Ultimately your success in real estate will be measured not by how much you know, how long you have been in business or your accomplishments but your sales. You can’t pay your bills with the other stuff – believe me I tried. When you create a real estate marketing plan don’t make it about you. Make it about something your ideal client would find value in. Something they would look for when they have a need. Think to yourself, would I respond to this? Would I find value in it? Where would I look for it?

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Stephen

Hi I'm Stephen Garner, I'm just a guy in the title industry {in Phoenix} trying to change how real estate agents market themselves and their services. To that end, I teach my clients HOW TO leverage sales technologies like WordPress, Content, Video, Camtasia, Final Cut X, iMovie and indexable IDX solutions to convey value and help your ideal client find you online when they are most interested in learning about you and your services. I work for escrows. Hire me!

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