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Marketing For REALTORS

Every real estate agent, every sales person, every company needs it. Marketing. According to the Business Dictionary Marketing is:

The management process through which goods and services move from concept to the customer. As a practice, it consists in coordination of four elements called 4P’s: (1) identification, selection, and development of a product, (2) determination of its price, (3) selection of a distribution channel to reach the customer’s place, and (4) development and implementation of a promotional strategy.

So, what is your marketing strategy? What are you marketing? Are you marketing yourself or a product? As a real estate agent, or REALTOR I hope you said “product”. I am a former business development manager for a national title insurance company in Phoenix, I spent 10 years helping real estate professionals grow their business.

I remember the days when marketing was about the agent. I remember the big glossy postcards, flyers, magnets, sports schedules, recipes etc all about the REALTOR- [glamor shot] arms crossed,  leaning on an expensive GERMAN car or imaginary SOLD sign. I remember those days. Those days are over. I have good news for you – many of your competitors doesn’t know that yet. They are still doing “it’s all about me marketing” :-)  Years ago, [Pre Internet] agents had to market themselves to the consumer. They had no other choice. They marketed themselves in the hope that the consumer would remember them when it came time to buy or sell. They were marketing in the FUTURE. .

Future marketing isn’t necessarily a bad thing but it certainly is not as effective as targeting consumers that have an immediate need. Today, marketing is all about getting “found” online. Getting found by the 87-90% of consumers that start their home search online. If you do not have an online presence that works – you are reduced to competing for the 1 out of 10 that doesn’t leverage the Internet. :-( Getting “found” at the exact moment in time the consumer has identified a need for a product or service is more effective. Now, there are those agents that believe they are the product. There is only one problem with this belief. As a general rule [there are exceptions to every rule of course] Consumers go to the Internet to look for homes, not necessarily REALTORS. The product they are searching for is a house. They look for homes first. Often times, when they have identified a home [they believe] meets their needs, they will call the listing agent or the agent who’s websites the listing appeared. This shift in consumer behavior makes it paramount that REALTORS adjust their marketing strategies to get “found” online. But how?

Remember the movie “Field Of Dreams“? The saying was “if you build it, he will come”. Maybe it’s true in baseball but it certainly is not true in websites. If it were, you would have all kinds of business, and wouldn’t be searching Google, Yahoo or Bing for Real Estate Marketing Tips or Strategies. Right? Every REALTOR has a website. Does every REALTORS website do what it is supposed to do [produce leads] NO.

Remember the old saying “diversity is the spice of life”? Getting found is kind of the same thing. To get found online you need:

Website. Not some corny template site with the same content and listings as everyone else. You need a good website, one YOU own. One you can fill with unique content. Unique Content is to a search engine what gas is to a car. Do without either of them and you ain’t going anywhere!

Website Content. Not about you or your office or our franchise [if you have one]. Consumers don’t look for that stuff. They look for homes. They also look for THOUSANDS of other things online that are related to real estate, without searching for a home. Things like, Schools, Taxes, Employers, Transportation, Crime, Lifestyle, and on and on. 90% of real estate websites are not optimized for these kind of searches.

Video. You probably don’t have any. Did you know you are 57% more likely to rank on the 1st page of Google with a properly optimized video that you are with text? Which would you rather spend your time consuming: Short article or short video?  Not a video about you either. No one cares about you until they have a need for you and they don’t. Yet.

Google Places. Walk down any street and what are people looking at? Billboards? City Buses? Cabs? Grocery Carts? Bus Stops? No. They are looking down – at their mobile devices. Google places allows you to target consumers that are on the MOVE and have a need for your services.

Social Media. Social media IS a game changer. If you know how to use it correctly. Not as a vehicle to launch your latest listing or talk about how great you are but to engage. Social media extends reach. But only if you have a message of value to the consumer.

REALTOR Marketing

Diversity offers the ability to appeal to different audiences on different platforms. Want to know more about How To Get Found Online? or REALTOR MARKETING Visit




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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