Our marketing tactics...Are they annoying to prospects?

By
Education & Training with Build a Pipeline

Yesterday, I attended a 45 minute webex class to learn about a high-end video production company (this company can produce amazing videos for the web, but they are too pricey for the individual realtor). From the webex, I couldn't shake off one of the statements that the trainer made regarding traditional marketing (such as postcards/brochures).

This marketer stated, "Traditional marketing is not only ignored by people,  it is becoming annoying to people."   

Is this true? Are our clients and prospects annoyed by our traditional marketing efforts?  

Lately, there has been so much buzz about the new generation of home buyers/sellers and the need for realtors to create entertaining marketing that IMPACT on our prospects. 

I thought I'd share a few that I've heard and a few of my own:

  • Continue to enhance your digital media. YouTube videos, IPOD audio downloads,  IPHONE listing tours - everything audio and video are of paramount importance in the digital marketing mix.
  • Get creative with on-line marketing for your listings. In addition to featuring your listings on your personal website, your company site and realtor.com, post your listings on craigslist, Trulia, ebay, google, yahoo, your blogs. There are many other places to expose your listings than the traditional ones.
  • Get creative with on-line marketing for yourself. Make sure your main real estate website and company website are optimized.  Put your Active Rain profile, your Trulia profile, your LinkedIn profile EVERYWHERE!  All of your social media communities should be displayed on every website in which you're featured. 
  • Build your blog(s).  Obviously, building blogs...this one we all know about. Add quality content to your blogs regularly. Add your own post, comment on others, join forums etc...Make sure you burn your feeds, add RSS and email subscription capabilities to your blogs. Do everything you can to help prospects stay in your loop. The more on-line presence you have, the better.
  • Create more user-generated content.  This idea I find to be very interesting. Get your clients/prospects to participate in your marketing. One way will be to offer incentives for posting to your blog etc... Have a contest. Offer a prize.  This "pay for play" approach is gaining traction. I have seen this strategy used on many prominent blogs and it is fun! 
  • Go green. Environmentally challenge yourself to think eco-friendly (in terms of marketing and in terms of real estate transaction incentives). The sales impact could be great.  

If you have other new alternative marketing methods that you feel comfortable sharing,  we'd love to hear them.

Kelly

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Anonymous #68
Anonymous
Cassandra Engeldinger

There is no question that consumers are inundated with marketing materials from companies competing for their attention.  Once of Kelly's points- go green cannot be understimated. There are now websites that allow you to take your name off of catalog lists- there is no telling where this might go...perhaps postcards?  I think we would all agree that there is nothing more annoying than going to your mailbox and having to throw more than 60% of it away. Not only is it a time and money waster, it's terrible for our environment.

I agree with everything Kelly and others said above- all great points to follow. I would also add that I believe real estate agents an brokers need to take a harder look at their marketing campaigns and begin approaching things as though they are mini-corporations where branding is key. The stamp idea mentioned above is excellent!  You want to be the first one they think of when a consumer goes to buy.  Branding can get you there.  Branding is one of the most important and significant things you can do for yourself.  A strong, consistent brand is key to successful marketing. Have a logo designed for yourself and use it throughout your marketing- business cards, materials and websites.  Create a 'media kit'; a folder of information about you, your experience and what you bring to the table for your clients. Include testimonials from previous clients. Create a paper version and an electronic version.  Don't mail the media kit to people- hand deliver it to those prospects whom have contacted you, or to clients for whom you do a listing presentation.  Create something that makes you stand out from the rest as a more organized and business savvy professional.

Branding is key, but do not forget about referrals! There is an old saying that people in business do business with those they know and like. Combining your strong brand awareness with good old fashioned networking and relationship building will still get you further than any paper postcard could.  Sitting behind a computer maintaing a website and writing blogs is great on the off hours, but during the day, get out in the field and start networking! Join volunteer organizations, professional groups and participate in the things that matter on your Board. Unfortunately the real estate profession is beginning to get a very bad reputation but that can change. Your ability to have an intelligent, informed discussion on issues that matter to your clients will earn trust, position you as a true professional and attract more qualified clients your way.

Carry your brand online. Remember that your website is very often your client's first impression. Would you show up to a listing presentation in a t-shirt playing a stereo on full volume? Don't turn your clients off by presenting them with a website that is too flashy, full of music and sound, or cluttered with information people could care less about. Don't sell your website out for search engine purposes- jumbling it up with too many links and terribly written paragraphs only makes you look like an amateur. Believe it or not, you CAN have a great looking website that ranks high on search engines.  Pop ups are annoying and asking for their information too often is annoying too! Remember the internet user wants to be anonymous for awhile- respect that and let them look. If you have a professional site that is respectful of your client's time, you'll grab a more qualified lead who is more likely to tell someone else about you.

Videos are a great way to showcase properties, but don't ever force someone to watch. Tie the video in with your listings as an enhancement and find someone to push those videos to major portals like YouTube and others.  The exposure is great for the listing and will also drive traffic back to your site.

Finally, network with portals online. If you're looking for a way to gain maximum exposure for your listings and generate traffic back to your site, piggy back onto some of the worlds' more popular portals. There are now international companies that push your properties to portals all over the world (one of my clients happens to be one of them!)  GoogleBase, Trulia, and others spend a fortune on their marketing. Piggyback on their efforts by pushing your information to them. Your marketing dollars will stretch much further this way!

Good luck and happy marketing!

 

February 04, 2008 04:12 PM
Rainer
6,330
Kelly St. Germain
Build a Pipeline

Thank you Cassandra for your thoughtful comments. I look forward to checking out www.cybersunshine to learn more about you and your company. 

Kelly

February 05, 2008 10:17 AM
Anonymous #70
Anonymous
Marc
Hi thanks for information. Traditional marketing gives you the opportunity to define the language your prospects speak..  When compared to traditional marketing , internet marketing gives more scope to the customers and even the owners.
February 29, 2008 05:29 AM
Rainmaker
35,625
Greg Dallaire
Green Bay Homes
Dallaire Realty

Cassandra you hit the nail on the head.  I've been working on getting away from my companies structured website and developing my own.  Branding is a huge key to long term success.   This thread is invaluable to all of us.  

 I'm so happy to be apart of Active Rain only been here two days and i'm already thristing for more.

Keep up the great work everyone we are the shapers for the industry of tomorrow.

March 02, 2008 09:02 PM
Rainer
438
Penny Castle

Thank you for posting this. I think that it is defintiely important to make sure that we do not annoy our clients with too much advertising. Also, while creative marketing tactics can be very succesful to some, they will scare off others. It is important to evaluate your business and the interaction you have with your clients to try and meet a middle ground between the two. Just post one "<a href="http://www.lowcountryhomesearch.com">homes for sale</a>" sign, not twelve! Thanks again.

April 28, 2011 01:06 PM
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Rainer
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Kelly St. Germain

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