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How to Craft Your 2017 Real Estate Marketing Strategy

January 31 2017

la 2017 mktg strategy

As hard as it is to believe, we're already into the second month of 2017. Like everyone, I've been buried in the hustle and bustle of getting the new year rolling. But what if you haven't started planning for 2017 yet? Have no fear. All is not lost.

Agents I've talked with have been working on their 2017 marketing strategies for the past few months. Now it's just time to pull the trigger. Others may not have started at all and don't know where to begin. That is okay, too. The key thing to remember here is that you need to be rolling ASAP, or else you are going to be very, very behind to meet your goals and metrics for the new year.

With that in mind, today I'll go over a few key things you want to be sure to work into your 2017 real estate marketing strategy. Are these the ONLY things? Of course not. As I am sure you are well aware, there are hundreds of companies out there that claim they have the perfect marketing product/strategy for you. Some of them are actually good. No matter what, though, as long as your plan includes these three strategies, you can rest assured that you have a solid foundation to help grow your business, meet your goals and end up with a successful year.

TIP #1: Facebook is still Very (VERY) Relevant

If you have dipped your toe into Facebook advertising, great for you! If you haven't jumped into Facebook's online advertising platform, you NEED TO do it this year. Either way, there are going to be plenty of huge changes to the Facebook advertising platform this year. It is vitally important to stay on top of these changes and advancements if you aren't very fond of Facebook and/or technology.

Currently, two of my favorite types of advertisements are Facebook Messenger Ads, and Facebook ads that utilize Facebook Forms, instead of going to an "off Facebook" landing page. Messenger is great for the obvious reason that you can have real-time, one-on-one conversation with prospects that click on your ads.

The Facebook Forms ads are great also, for a different reason. Because Facebook knows so much about users, they will pre-fill out forms for the person that clicks on the ad, making it so they don't have to type in all that info into your form. For instance, their name, mobile phone number, and email address will auto-populate. This is GIANT when it comes to boosting conversion rates.

TIP #2: Print Still Catches Eyeballs

Possibly the biggest boom we've seen in the past three months is geographic postcard farming. The new year appears to be no different. In fact, we've seen an even bigger surge of Realtors purchasing geographic postcard marketing campaigns in the past three weeks than possibly the last three months combined. This is a trend I expect to continue into the next quarter or so as inventories remain low and agents want to capitalize on high home prices.

So you ask yourself, "Why? Aren't postcards 'old school' marketing? Isn't everything moving online?"

While postcards may be one of the longest lasting forms of real estate marketing out there, postcards are far, far from dead. Capture postcards are still a great way to bridge the divide between offline and online. Not only that, but with inventory so low, Realtors are putting together full fledged, end-to- end marketing solutions that will hit prospective sellers on all fronts where they might be hanging out—NOT just online.

You need to have a geographic farm that you market to monthly—and most importantly, consistently. DO NOT use cheesy postcard templates you purchase off of some online store. You are unique. You have a unique skills and differentiating factors that set you apart from your competition. Potential sellers need to know these differences so they are interested in contacting you to list their home. A generic template isn't going to cut it.

TIP #3: Plans Are Nothing, Planning Is Everything

I would like to think it goes without saying, but you will not believe how many agents get an idea of what they want their marketing campaign to be and just decide to "wing it" from there. This is a horrible plan and almost certainly guarantees your marketing initiatives are going to fail. Remember, you are spending your hard earned money on these campaigns to help grow your business. You can't chance something going wrong, thus wasting your money, and potentially threatening your livelihood.

The only way to successfully roll out your marketing campaigns is to have a written marketing outline. The outline should have deadlines noted, topics of cards detailed, and content that is (for the most part) completely figured out.

The one constant in real estate is that things are always changing. Because of this, you have a very, very busy existence. Plan things out ahead of time so they don't slip through the cracks when things get busy.

To view the original article, visit the Leading Agent blogLeading Agent blog.