A new year is upon us. What can you do in 2018 make your real estate marketing successful? These are our tips on how to use digital tools to enhance and grow your relationship marketing, and treat your target audience to engaging content.
Relationship Marketing in 2018
Before inbound marketing, content marketing, or even the internet, Realtors always knew the importance of relationship marketing - cultivating relationships with past, current, and future clients by being a helpful and trusted resource for them.
The basic premise of relationship marketing has not changed, even in 2018. You want to be top-of-mind for prospective clients who are looking to buy, sell, or recommend a Realtor when friends and neighbors ask.
While the game is essentially the same, the resources available have increased tremendously, changing the playing field year after year.
How to Use Digital Tools to Expand Your Sphere of Influence
Expand your reach within your local market by staying relevant and helpful. Email marketing continues to be a valuable and effective tool for staying in touch with clients and generating new business.
Email has been around for a long time, but it keeps getting better. Email marketing continues to be a successful strategy with a great ROI. Constant Contact reports that for every $1 spent on email marketing, the average return is $38.
With the availability of CRMs and marketing automation you can segment your email list in an infinite number of ways.
Segmenting and personalizing email means sending relevant messages that will resonate with the audience that receives them. Sending a relevant email is the difference between having a recipient open and engage with your content, or relegate it to a junk folder.
Divide your audience into groups that make sense i.e. past customers, recently closed, customer referrals, purchased 10 years ago and might be ready to upgrade/downsize - whatever makes sense to your client base.
Then send emails that those groups that they would find interesting, helpful, or even enticing.
Below are a few general email segmentations that we find work well for Realtors:
This can appeal to a several segmented groups and are really great for keeping your name up front. Make sure your newsletter has your photo (and photos of your team if applicable) and your logo. Keep it consistent so that, with even a quick glance, you recipients can know that it is from a trusted sender. Newsletters are a great format to share:
Your own community involvement - Fundraisers, Fun Runs, or Organizations that are important to you and your team.
What makes your local community great? Restaurants (new and old), parades, farmer’s markets, homecoming games, etc. Be a resource for fun and interesting things that happen in your city or town.
A brief and readable market update is always interesting. Is it a buyer or seller’s market? What is the prediction for interest rates in the coming months? How will new tax laws affect homeowners?
New listings are always interesting. Make sure you have great photos that load quickly and a brief description for anyone just perusing. Provide a link button (best for mobile users) for anyone wanting to know more.
Interested in more tips for crafting a great email? We’ve got them in Four Ways to Use Email to Improve Your Real Estate Marketing.
2. Updated Listings
Many people out there want to get the inside scoop on what is coming on the market. Whether they are actively looking to buy, or just LOVE real estate, work to grow your list of people who want to know when you’ve just listed a property.
If you have already got a list of active or interested buyers, start there. Put a CTA button on your website and encourage people to sign up for your updated listings. Maybe even give it a fun name i.e. Listings News Flash, or Sudden Updates. You can also track those who open your newsletter emails and see who frequently clicks on your listings link - chances are they are interested in what you have on the market.
Have fun with it and make sure your photos are excellent (more on that later) and optimized to load quickly. It is more than a good chance that people are checking their email on a mobile device and won’t want to wait for photos to load.
3. Emails to Your Realtor Community
Curate a Realtor email list and stay in touch! Share news and listings that are coming up on the market, or are rare opportunities. Other Realtors are a great resource, especially if you expand outside of your normal market and create relationships with those who might send someone to you who is moving out of their area.
If you have a CRM available through your agent, use it! Understanding the behaviors of your customers like where they visit on your website and what they click on in your emails, will allow you to create some really valuable email lists that enable you to connect and maintain valuable customer relationships.
If you don’t have access to a CRM through your agency, there are many options available in different price ranges.
Photographs, like email, have been around for a while, but the world of photography is changing rapidly. Just when you think your camera or phone has it all - a new iPhone is released and boom! you can insert a dinosaur into a photo.
We don’t recommend augmenting reality for your real estate photos but we DO recommend investing in great photography and images. Searches are done online, shared via email, texted, etc. If you don’t start with a great image, no one will be interested.
With advances in technology and devices, people expect great, even unexpected photography.
Invest in professional photography and make sure your photos are optimized for each platform on which you wish to share them. It takes a bit more time in the beginning but will make a difference to the prospects who are finding them on your website, social media, or email.
The tools for real estate marketing keep getting better. Take some time to learn how you can make your relationship marketing even better by remaining a relevant, helpful resource for your past and future clients.
Thanks for reading,