|
|
In an active market, a smart broker will make the most of the momentum. Since transactions happen quickly, high visibility and first impressions often trump long-term relationships. When sales slow, however, a broker who has established a consistent, effective marketing program is likely to be involved in more than their share of deals.
Goal One is to become more visible in the industry. Your name and face are your introduction to new clients and new sales. Have a high quality, professional photograph of yourself taken. Wear conservative clothing and a dignified, but friendly expression. Use this photo, and your name, in all of your promotional pieces.
Goal Two is to establish yourself as an expert. When planning your marketing strategy, sort through what you know by studying trends and techniques. Have ideas and facts clearly in mind so you can talk about them, write about them, and answer questions about them. Then get yourself in front of as many boards, associations and groups as you can to deliver your expertise.
Goal Three, develop marketing tools with muscle. Three is to understand marketing tools and use them effectively. A well-coordinated, results-orientated marketing program will incorporate printed materials, public relations, advertising and community good will.
Your most basic marketing tool is your business card, one clearly displaying your name, your photo (optional), and your company logo. Keep a supply of cards with you always and give them out freely. In fact, when you meet someone new, give them two cards-- one to keep and one to pass along to a friend.
Next, design a good ad. Your ad should feature, you guessed it, your photo, your name and your company logo. You will want to include brief but compelling copy that communicates one main idea.
Your ads are likely to reach the people you want to reach if they appear in the real estate section of your local newspapers. Run your ad as often as you can afford. If it’s a choice between running a large ad or running a smaller ad more frequently, choose frequency because repetition builds recognition.
Now that your marketing program is off and rolling, consider distributing a pamphlet with helpful information about how to buy or sell a home. Prospects will keep the pamphlet if the information is useful, and be predisposed to contact you when they want to make a real estate transaction.
A variation on the pamphlet is the newsletter, produced bi-monthly or quarterly. Keep the format simple. The contents of the newsletter might include your assessment of the market, helpful tips to buyers and sellers, and descriptions of specific listings you may have.
If the idea of writing or producing your own marketing materials induces paralysis, contact a local advertising agency to discuss their services and rates.
Goal Four, toot your own horn. Having your name, your face and your ideas appear in newspapers goes a long way toward increasing your visibility, but it doesn’t happen by chance. It will take some groundwork on your part.
First, take the time to faithfully read the real estate section of your local newspapers from beginning to end so you’ll understand the editorial style and storylines. After you are thoroughly familiar with their sections, contact the editors of those sections. Offer yourself as a source. Invite them to contact you when they need information and let them know you are well qualified and eager to help.
But don’t just wait for the phone to ring. Choose subjects you have not seen covered in the newspaper and write your own news releases.
“How to” stories are well received and so are industry trends. As with printed materials, if you are not a writer, hire a professional to increase your chances of being published. Every time you submit a news release, attach your photo. Editors will begin to feel like they know you because they continue seeing your face on their desk.
When you do appear in print, even in the smallest quote, reprint your article and send it to your clients and prospects. Reprint it in your newsletter. Frame it in your office. Send it to your mother.
Goal Five, get friendly. Remember, when you build goodwill, you build referrals. Join clubs and associations in your community. One Realtor in a Chicago suburb has served as a membership chairman of a popular tennis and swim club for the past six years. Her clients not only get a new home, they get an entree into recreational activities for their family.
If you are comfortable before groups, notify local organizations that you are willing to speak at their meetings. Public speaking goes a long way in building credibility as an expert in your field.
As you begin to self promote, remember two things: marketing results don’t happen overnight, and good marketing is a continuing effort.
The first few months of your marketing program may be frustrating-- the phone may not ring as often as you would like. Don’t worry. As with all long range plans, marketing takes time. Repetition is key for image building. Continue your efforts, and don’t change your campaign. Consistency is important. And once your results begin to multiply, consistency becomes even more important.
Marketing is an ongoing effort. To stop once you begin to see results would be like removing your furnace just because it’s summer. Consistent marketing will bolster your business during slow periods and uphold the brand that you have established.
Good luck!
