No matter what the real estate market is doing, you always need to be marketing yourself and automating your marketing is the most efficient way to do this.
Planning for success
There are four main things to think of when planning your marketing campaign. The category, frequency and relevancy of the content you’re sending as well as the scalability of the campaign you’re creating.
Think in catgegories
Inside real estate sales there are 5 main categories. Buyers, potential sellers, past market appraisals, past buyers and past sellers.
The right content at the right time
Once we have identified our categories we then need to work out the content and frequency of the marketing we are sending. When it comes to frequency the main thing to consider is how much that category is actually involved in transacting real estate.
So for buyers who are the most active category it might be automated your property alerts if your database has automation and if your database doesn’t support automation it might be emailing them a list of the new weekly listings towards the end of the week or a another at the start of the week with some statistics around auction results for the state.
With potential sellers living in your marketplace a quarterly postcode book delivered to their letterbox or a monthly market report will help position you as the expert in that area and drive fresh new leads back into your business.
With past market appraisals, if they’re living in your market place they may already be receiving your quarterly postcode book or monthly market report. However if they’re living outside of your marketplace a quarterly market update posted directly to them will keep them updated with recent your sales and market information. Past market appraisals are more active than potential sellers, so emailing them once a month with a list of your recent monthly sales gives them social proof of your ability to sell homes and real time sale prices.
With past buyers and past sellers many of them have completed their real estate transactions so the frequency of what you are sending should be allot less. A personalised anniversary card once a year and a quarterly postcode book if they live inside your marketplace or a quarterly market update if they live outside of your market place.
There’s one final to think of in your marketing campaign – video, similar to this one you are watching. Many agencies get really good traction with property video but shy away from doing video for self-promotion. Emailing a video once a month to your buyers, past market appraisals, past buyers and sellers with some information about what is happening in your local marketplace on a real estate level will really profile you as the expert in your area. It is also really cost effective because there’s no printing or postage involved. And if you email the video directly to the consumers as a personal email, it makes it really easy for them to simply reply back to the email and invite you into their home.
Scale for growth
Once you have worked out the categories, how frequently you will be sending them content and you have made sure it is relevant to where they are within the real transaction, the next thing you need to do is make it scalable.
This means focusing on marketing to the category, not the contact.
So for example you can create one marketing piece and post it to five hundred past market appraisals and another five hundred past buyers and sellers each quarter instead of all these contacts individually spread out over a period of time.
Bring in help to build your marketing muscle
To execute this campaign you may need to bring in extra help. This is where we come in. We are an advertising agency that specialises in running marketing campaigns for real estate agents.
You may be able to get your assistant to run this campaign for a period of time, but once you get too busy listing and selling houses, you may start finding that you are missing key marketing deadlines which means you’re missing leads.
If you would like to talk more about how we can help you automate your marketing campaign please contact me to book in a marketing automation consulting session.
1300 590 494