How can you get the edge, and generate more results from your real estate advertising this year?
With the new surge in the American housing market we are in a moment of incredible opportunity. Of course, there are many others seeking to take advantage of current buying opportunities, low interest rates, and the cash buyers in the market. It really doesn’t matter how capital you have more marketing, if you aren’t making it work for you. Yet, with even a modest budget you can get great results if you work smart. So, what can you do to get the edge, maximize your budget, and maintain the deal flow you are after?
If you will be driving leads to your real estate website, you need to make sure your site is optimized to convert visitors. One of the biggest mistakes that real estate advertisers make is spending thousands on getting people to look them up or go to their site pages, without having an appealing design or ability to easily convert them into contacts and deals. It no longer has to be complicated or expensive to put up a good landing page or site. But failing to do so can be very expensive.
There are many ways to advertise and generate real estate leads. Blogging, print advertorials, and in-person networking all work. Yet, one of the big opportunities many are missing is Google Adwords. It can be a highly efficient and cost effective way to get deals fast. For those that can’t wait to do more business, make sure this is in your marketing mix.
Building your own lead lists and funnels from scratch can be very rewarding. However, those looking for speed and an edge in their real estate advertising can make big leaps ahead by tapping into existing lists and databases. There are others who have already spent years building lists, databases, and software to reach your ideal clients. Sometimes tapping into those existing resources can be far faster, cheaper, and more profitable than trying to reinvent the wheel. Take a look at what’s out there.
There are many incredibly talented and intelligent real estate advertisers and investors out there who are falling far short of their potential. Often that is because they completely fail to watch or track the data. It is true that you can get lost in following the wrong metrics. Yet, ignoring the signs that exist and which reveal the most and least profitable advertising channels always means failing to get the best ROI. How do you know what’s working or not, or where you can get more for your advertising dollar, unless you are measuring it? Watch your site data, Google Analytics, and advertising dashboards.
Another area in which real estate professionals and businesses fail to get the most out of their advertising is use fragmented versus complimentary marketing channels. They may mail to some people one month, then go network with other people the next month. Then create some emails for another group, and float some online ads for other prospects. Now, if those marketing tools all worked together instead, there can be compounding results and value. Compare the impact of someone receiving a direct mail letter from you one time, versus the prospect who sees your bandit signs, then hears you on the radio, then sees your Facebook ads at lunch time, followed by an email in their inbox at the end of the day. Which plan has the most potential for brand recognition, connecting at the right moment for conversions, and generating referrals?
It is great to constantly hone and improve upon your designs and marketing messages. However, too many are striking out to try something new, when they have masses of content, opt-in magnets, leads, and opportunities which they are not using. If that’s the case, the odds are that you won’t fully use anything new either. Don’t waste the assets you have. If you have content sitting on the sidelines – publish it. If you have prospective leads call or email them. If you have post cards sitting around, mail them. Get those materials out. They may not be perfect, but they aren’t going to do anything for you stuck in a file or box. Get them out and try to get a return on them so that you can do more of what you want to do next. Take action.
Kent Clothier is President and CEO of Real Estate Worldwide (REWW), a highly sought-after speaker, the owner of three multi-million dollar a year Internet marketed brands, and proud husband and father. Kent is motivated by his love of family and freedom, creating products that enable people to live their lives the way they choose.