Since I've entered the real estate Marketing field, I've noticed a trend amongst Realtors – unsuccessful advertising. Many Realtors do not realize that the website or brochure that they've put together is not comparable to their competitors who have hired a professional graphic designer. For some, however, it's simply a matter of keeping within their advertising budget. If you are a Realtor who handles their own marketing, the following eight affordable, reasonable and effective approaches to advertising may be of use to you.
1) An “all or nothing” website – Many Realtors will choose to have a personal website, in addition to a web space that their brokerage assigns to them. This tactic will either make or break your internet presence. If you're going to do this, then do yourself a favor and invest in hiring a professional web designer. Let's face it; today's buyers are probably only going to be interested in your written content if your site is visually stimulating. If your website is less then impressive, it might turn potential clients away and therefore isn't worth having.
2) Internet Advertising – The web is where buyers are looking. First of all, utilize the free services that are available to you such as Craigslist, Trulia and Zillow. Furthermore, you can use postlets.com to make an appealing Craigslist template, at no cost. Secondly, sign up with Realtor.com if you haven't already. They receive a high amount of internet traffic, and it would be a good idea to invest in having your listings enhanced on their site. Lastly, make sure your contact information is listed in every internet directory that you can find. Clients can not hire you if they can not find you.
3) E-Newsletters – Create a database of email addresses for potential clients and send a monthly E-newsletter to them. This reminds them that you exist, and keeps you fresh in their minds. Make sure the content is interesting and useful.
4) Car Door Magnets – If you're not interested in using your own car, why not stick magnets on others? I'm sure that there are plenty of people who would be happy to plaster your face to their door as a favor, or more realistically, for a small fee. A car door magnet acts as a mini-billboard, typically being driven around your target area on a regular basis.
5) Flyers – Flyers are excellent because you can affordably reproduce many of them. It's a good idea to hang them around the office, distribute them to other Realtors, or even leave some at your listing locations for potential buyers to take with them after viewing the properties. Make sure your flyer is visually appealing and has an organized design. Look for examples of attractive flyers online for inspiration.
6) Photography – No matter how impressive your advertising materials are, the one thing that can still ruin their overall presentation is bad photography. If you will not opt for a professional photographer, at least invest in a good digital camera with manual settings – and learn how to use it properly. Also, look for internet resources or books with tips on photographing homes and properties.
7) Use Publication Advertising Sparingly – While the popularity of print advertising is certainly declining, it still exists, and remains expensive. You're going to want to make the most of your investment, so focus on publications that you can post your listings in such as “The real estate Book”. Serious buyers know where to look; it's up to you to make sure your listings can be found. If you're going to advertise in a local newspaper, emphasize yourself as a Realtor and why you stand out amongst the rest.
Be Creative – There are hundreds, if not thousands of Realtors in your region who are competing against you for sales. The only way to avoid blending in with all of them is to stand out. This may involve taking a risk, but the pay off could be big. Start paying attention to popular advertising campaigns that catch your attention, ask yourself what differentiates them from other similar businesses, and try to mimic their tactics – with your own ideas, of course.
With these suggestions, keep in mind that potential clients may be more interested in hiring you to sell their house if they see that you can sell yourself. Also, when implementing any advertising technique, always remember to track where your leads are coming from, even if you have to ask about it. When you see that a particular method is working better then others, focus your attention on that area, and look into similar techniques that you can try. If you consistently focus your efforts on producing quality advertising, it won't be long before you see an increase in your sales volume.
Donna Contessa
Owner of “real estate by Design” – real estate Specific Graphic Design & Marketing
http://www.realestatebydesignny.com/
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