Are you looking for more people to list their home with you?
Are you looking for more people that want to buy?
Are you sick of people visiting your website and leaving to never be heard from again?
A lot of realtors have a hard time generating traffic to their website. Yet, some realtors are generating traffic, but no one is contacting them. This can be extremely frustrating.
If you’re frustrated with people not taking action (calling you, downloading a free report, not signing up for your MLS listings, etc), have no fear — help is here.
I have worked with a lot of business owners over the years, I know a few tricks to help attract more people to your website and once there, take an action.
Identify Your Target Audience
Do not try and be everything to everyone. The most important step for any real estate agent is to identify their target market. Do this right and you will have much more success converting website visitors into qualified leads. Do it wrong, and you’ll have a tough time generating qualified leads.
Your prospects want to interact with realtors they can connect with.
In order to accomplish this, you need to know what kind of image you want to portray and then adapt your marketing to directly appeal to the ideal client you want to attract. This is done by creating ideal buyer persona (an image or profile of your ideal client) based on their buying habits and lifestyle.
So instead of hunting for new clients, why not let them find you? Be active on the websites they are active on. If you have a clear vision of who you want to serve, you are going to be in a better position to give them what they want/need.
A lot of agents make the mistake of thinking that everyone is a potential prospect. This is not true. You need to focus on the dreams and desires of your top clients, then pay special attention by treating them well.
Build Your Own Audience
A lot of realtors
spend waste time cold calling. This used to work in 1987, but this is 2014 and you should leverage the power of the Internet. Your prospects are out there searching online for an agent to list with, make it easy for them to find you. It is much more profitable to do it this way.
This does not have to be difficult. Facebook can be a great place to build a community. You can provide value by sharing blog posts, industry information, DIY tips, motivational messages, local information, city information, ask questions, answer questions, etc.
The key is to be social.
For example, here is a realtor’s Facebook stats over the last few weeks. Can you see when we started posting more consistently? We implemented an editorial calendar and are posting 2-3 times per day, with only about 20% of these postings being promotional.
This is with zero advertising, but we will start running targeted Facebook ads during phase 2 of the campaign.
Ditch the Large Scale Marketing Campaigns
Huh? As a marketing company, this is what you recommend?
In the old days, marketing used to be large scale isolated advertising and media events, but time’s have changed. Your potential clients don’t live on a campaign schedule. They are always on the go and are bombarded with new information and advertising wherever they go.
So instead of
spending wasting a large amount of money on a “spray & pray” model, it is better to adapt a form of inbound marketing. Marketing that brings prospects to you, hence inbound.
Social media is a great way to bring awareness to what you do and who you are. They return to your site, become a lead and when it comes time for them to sell their home, you are top of mind.
The relationship does not end there though, which is so common with realtors. Keeping in touch (email, social, blogging, post cards, I don’t care how you do it) can lead to multiple referrals and repeat business.
I bought my house five years ago and not once did I hear from my realtor after I signed the papers. Sad, because a lot of people ask who I recommend. If she would have stayed in touch and actually cared, she would have been sent a lot of referrals.
Don’t Reinvest the Wheel
Find out how your competitors are attracting business. Although, be careful, as I see so many realtors use cold calling for lead generation.
Again, it’s not 1987. Use the Internet to your advantage.
Are they advertising on the Internet or offline?
Are they buying advertising in the local newspapers? Radio? Television? Billboards?
If they are doing something that works and are getting clients (your potential clients), you could try and adopt similar measures.
You could use the web like these real estate agencies did…
You could use inbound marketing like Memphis Invest did to increase sales by 260%.
You could implement a Facebook strategy similar to what the Corcoran Group did.
You could use YouTube like Julie Hoffman did and how she closed $2 MILLION dollars in real estate deals.
Attract Clients Who Are Looking For You
Pay-per-click (PPC) advertising using Google Adwords is a very effective way to instantly connect with new prospects who are actually looking to buy/sell a home.
Now, Google Adwords is a tricky beast, check out my article from a few weeks ago for more help;
Facebook PPC can be very powerful as you can laser target your ads to your target market (see step #1)
Here is an example of an ad I am running that is performing very well;
As you can see, I am targeting married women that are parents from ages 45 -54 who work for Keller Williams.
See how specific that is?
By using some or all of these methods you will be able to attract brand new prospects eager to do business with you.
The Internet has leveled the playing field for all real estate agents. You can reach thousands of interested prospects every week from around the world or locally, by having a well-planned online presence.
It is a very exciting time for agents to market themselves with blogging, SEO, PPC, Facebook, YouTube, etc. The old methods do not work, or they might work, but are very inefficient.
Work smarter, not harder.