The Hello Bar is a simple notification bar that engages users and communicates a call to action.

Real Estate Marketing – YOU MUST Think Like The Consumer

Online Real Estate Marketing

Do you know what a reticular activator is? I am a former title rep for a national title insurance company in Phoenix Arizona. I spent 10 years helping real estate agent grow their business. A reticular activator is a part of our brain that is always on alert. The job of the reticular activator is to make us notice some things and ignore others. Example. When my wife was pregnant, I noticed pregnant women everywhere. On TV, in restaurants, at stop lights, everywhere – I even got pulled over by a pregnant cop.  Everywhere I looked it seemed, I saw a pregnant woman. That’s the reticular activator at work. It points out things you are thinking of or focused on.

My reticular activator has been working overtime. Noticing horrible real estate marketing. And I do mean horrible. It’s everywhere. I can’t escape it. Yesterday was supposed to be a great day. A much needed day off from my work at PRO-Found Marketing. My wife and I went to see The Hangover Part II and yes, it was hysterical. (Rare to see a sequel that is as good as the first but this one pulled it off – that is another story though.) In between wiping the tears from my eyes [I told you it was funny] I felt the vibration of an incoming facebook message on my iPhone. In my experience, facebook messages are either good or really dumb. There really is not a lot of in-between.  It’s either a message from a long lost friend or someone [I barely know]  inviting me to an open house in Atlanta Georgia – did I mention I live in Phoenix? This facebook message did not disappoint. It was dumb.

It was an invitation to advertise in a PRINT REAL ESTATE Publication for only $30.00. And what would be printed in the book? A business card. A sales person was offering real estate agents the opportunity to advertise their business card in a PRINT REAL ESTATE Publication – for money. I was like whaaaaaaaaaaaaaaaaaaaat? To add even more humor to this sad story, there were 2 agents that said “pick me”.

Question: Who is your ideal client? Buyers? Sellers? Investors? Soccer Moms, Doctors? When you think about how and where that person would search for real estate, or information about real estate – where is that? Where ever that person would look for information or HELP is where you want to have your messages. If that is in a print real estate publication – then go for it. But I bet it’s not. I know that 94% of consumers will start their home search online. If you can’t be “found” online by your ideal client – at the exact moment they have identified a need for you, your product or your services,  aren’t you by default competing for the 6% that don’t have a computer? And with a business card to boot?

One of the things I struggle with is why real estate agents advertise where other real estate agents do. It makes no sense [to me] and violates everything I know about being different and standing out with your marketing. Anyone that wants to pay money to advertise in a print real estate publication where other real estate agents will be advertising as well should really read Seth Godin’s “Purple Cow”.

One of the tenants of marketing, of sales,  is to advertise/market your product or service where your ideal client congregates. Where they are. Go to any of the places where publications like these are. Is anyone reading them? Is the display full or empty?

I have a friend that advertised in this very PRINT real estate publication. He had a full page ad [not a business card size ad] run over 4 months at a cost of thousands of dollars. Take a guess how many closed transactions he got.

ZERO.

OK, I can hear you saying, well, they may close later – OK, well then guess how many calls he got.

FOUR.

FOUR CALLS.

Some people say there is no such thing as bad marketing, that may be true if it didn’t cost anything. But this does.

If you are going to market yourself or your business you should consider doing it where your ideal client is. If you are a REALTOR, your ideal client – 94% of them any way – are on the Internet. Spend your marketing dollars on something that doesn’t have a shelf life of a Chinese dinner. A properly optimized article on a a well optimized website will stay around for years – maybe even forever. Which do you think is the smarter play? Am I wrong?

Want to get “Found” online at the exact moment your ideal client has a need for your product or service? Click the PURPLE button below.

 

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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