What’s your real estate marketing plan? I received a call from a REALTOR® in Arizona today who said “My business has slowed down and I was referred to you”. I sad “Hi”, she said “hi” and now that the pleasantries were out in the open it was time to get down to business – to the pain. If you have visited MyTitleGuy.com before you know that I sometimes speak about pain and its effect on our behavior.
Pain is a funny thing. You hear stories about the guy that smokes cigarrettes for 40 years, tries to quit over and over again {his wife and kids nag and nag him to quit – it’s nasty, it smells, it’s not healthy they say…} with no success. He tries the gum, the pills, therapy, hypnosis, he tries everything. Nothing works. Then one day he goes for a regular check up with his doctor and he is hit with the news that he has the beginning stages of Lung Cancer.
What does he do?
He quits. Cold turkey. Why? The pain of dying from lung cancer, leaving his wife and kids alone motivated him to take drastic action. Most people will do anything they can to avoid pain. Many of us will do what we can to avoid hurting someone else, to avoid them going through pain. Pain is a powerful motivator.
So this REALTOR® calls me, she says “I have had a real estate website for 10 years and gotten {maybe} 3 leads from it in the last 3 years – it used to work well but lately – nothing”. Totally , 100% believable – and very common. She says “I need your help, my business is slowing and I need to figure out what to do”.
Can you hear the pain?
This REALTOR® and others like her have had the same problem for months, some {like her} for years and did nothing about it. Why, there was not the presence of pain. There was enough short sales out there to do, enough bank owned or REO homes to list or sell, enough homes to rent. But not any more, the pain of losing business to others has set in for her and it will for you too. You need a new real estate marketing plan.
REALTORS® around the valley, the state, the country, the world are waking up to the realization that business as usual is anything but – usual. A large percentage of your business going forward will be based upon consumers finding you on line when they are actually interested in hearing what you have to say. This is a departure from a traditional real estate marketing plan. They can read your blogs on your WordPress real estate website, they can watch your real estate videos of value – not about you and how AMAZING a REALTOR® you are – but about the Arizona short sale process, the Arizona purchase contract, a subdivision, neighborhood or city profile, things to do in {X}.
They can find you online IF you know how to help them find you. They can read, watch and find value in your real estate content IF you know HOW to create it. They can find your content IF you know HOW to Optimize it. They can call, email, text, fill out a form to reach you IF you know HOW to use Compelling Calls To Action.
Eyeballs go to the best content on the internet. No one wants to spend 2, 3, 4 minutes of their day reading, watching boring real estate content. In fact they won’t. There is simply too much content out there now, too much choice. Getting “found” online often depends on you being the Solution to someone else’s Problem.
Now you just need to learn how to get ‘found’ online. You need a new real estate marketing plan.
Ready?
