I’ve been working with several real estate agents to help them create more distinctive brands and develop digital media strategies.
Getting help with technology
Real estate agents, as a group, have spent their careers building relationships and selling houses.
They spend a good part of their days on their phones, meeting with people and stuck in traffic. There’s nothing they don’t know about endless regulations and long hours, but what some don’t know about is technology.
Most of us learned to use computers, Microsoft applications, graphics programs and myriad web-based apps. The more applications we use, the more we understand their capabilities—making it easier to figure out the next one.
Real estate agents, busy in the field with clients, can miss this whole experience.
And now some are in trouble. Many agencies are going electronic, with centralized systems for processing everything. Those processes are integrated and streamlined — and online. They work well — for those willing and able to learn how to use them.
A new marketing model It used to be that an occasional postcard and flyer along with ads in the local newspapers were pretty much it. Somebody would do the artwork, and it was done.
But now people are accessing information from a wide variety of channels — not just traditional newspapers.
With the advent of electronic delivery and social media, it’s become imperative that real estate agents change their marketing models.
It’s now necessary to augment the traditional print advertising with electronic delivery.
Real estate companies host endless seminars for their agents, but the reality is that making digital media work requires a huge time commitment and a lot of savvy—even for those who understand technology.
The importance of creating a unique brand in a fiercely competitive industry
Parts of the Bay Area real estate market are fiercely competitive, with limited inventory and a stunning number of agents.
It’s become critical that real estate agents find a way to set themselves apart, branding themselves to create a unique identity.
To really develop a presence and leverage digital media, real estate agents need to have their own websites that are fully integrated with well-developed, lively social media presences.
“I need to focus on what I do best, and it’s not marketing”
One successful agent put it this way, “I’ve plateaued out in terms of sales, and I know it’s because I’m trying to do my own marketing. It’s supposed to help me grow my business, but it’s a time suck that’s cutting into my sales efforts. I need to focus on what I do best, and it’s not marketing.”
We’ve just started working with this client who promised herself that she was going to outsource her marketing in 2017.
We’re building a beautiful new website, creating a more distinctive new logo and brand, doing a monthly newsletter so she can stay in front of her clients, updating social media and growing her community.
She’s freed herself from the tyranny of marketing, happy to be able to focus on her clients again.