Today’s real estate agents have countless ways to get their faces and names in front of prospective buyers or sellers, from paid advertising to social media to community involvement and much, much more.
Most of you craft some combination of elements to fit your style and target audience. You use Facebook, send emails, buy ads and do a hundred little things that help your prospects know you and connect with you.
But what content do you attach to your name and image? Does it provide value to the people who receive it?
Consumers in 2015 deserve—and often expect—meaningful information. Your marketing should focus on providing relevant, timely and valuable material about or related to buying, selling and owning real estate.
Some examples to consider:
Insights on National News
When Fannie Mae and Freddie Mac lowered their down-payment requirements and opened the lending door to millions of credit-worthy borrowers, agents had a perfect opportunity to reach out and spread the news. Likewise when the FHA lowered its mortgage insurance premiums in January.
These sorts of news items can sail right past the public. We’re attuned to them because we’re in the business, but many consumers aren’t. Bringing important news to their attention—and detailing how it relates to them—positions you as the subject-matter expert.
Local Analysis and Impact
Local data really ratchets up the relevancy factor. Imagine that someone has received two marketing pieces: One wishes them a Happy Arbor Day, while the other provides detailed sales and market stats for their immediate neighborhood. Which one makes an impact? Which one wins?
The fact that consumers can access an amazing amount of localized data on the Internet shouldn’t stop you from providing it—and adding your own take on what’s happening.
Providing useful tips about buying or selling—and even housing advice on flooring, roofing, landscaping and other areas—can pay off both short-term and long-term. It establishes you as the generous professional you are, expecting nothing in return (but welcoming the business that comes your way).
Information on Local Service Providers
By assembling and sharing a list of reputable home service pros—painters, electricians, HVAC techs, etc.—you’re providing incredible value to your sphere. And by building relationships with these pros, you’re creating a reciprocal pipeline back to you.
The obvious caveat, of course, is to be careful—and selective—with the people or companies you align with. When they do a great job, it reflects well on you. If they do a poor job, that reflects on you too.
One of the best and fastest-growing marketing strategies, especially via online video, is providing useful information about your community. Introduce folks to local coffee shops, restaurants and bookstores. Tell them about hidden gems and the best parks and trails. Provide a monthly calendar of community meetings and festivals.
As a real estate agent, you have the unique ability to speak about the industry as a whole, the local real estate market, your community, neighborhood dynamics, area housing policies, and more. Frankly, most communications that don’t address at least one of your key areas of expertise—with some exceptions—are missed opportunities.
So seize every chance to be seen by your prospects as a REALTOR® worth contacting. And when they’re ready to buy or sell, they’ll look to you.
Vinnie Tracey is president of RE/MAX, LLC. For more information, visit www.remax.com.