The Business of Real Estate

Commission Express

Riding the Marketing Trends of 2019 to Success

January 29, 2019
Riding the Marketing Trends of 2019 to Success

As we enter what promises to be a complicated and challenging year for markets, having an up-to-date game plan for success is more important than ever before. The key is to set achievable goals, break them down into manageable steps and execute them — all without burning yourself out in the process. If that sounds easier said than done, the good news is that many of the major marketing trends in the coming year will ultimately save you time, energy and money.

1. Automate Your Processes

Automation is probably the single biggest labor-saving story that will unfold in real estate in the coming year. With text messaging campaign organizers, automated email drip campaigns that can target specific preferences and chatbots that can gather basic information on your web page and on social media, you can outsource basic marketing tasks in ways that free up time for high-level engagement and lead conversion. Marketing analytics tools can also help with the crucial step of tracking your marketing ROI.

2. Add Value With Your Content

Exposure is important, but adding value with content that authentically reflects your interests and your connections to the local community is the real key to effective marketing and lead generation. If you have “hyper-local” interests — particular bike paths, a picturesque walking tour, favorite small cafes you can cross-promote with — they can make for great website content or social media posts. You can showcase your overall knowledge with informative profiles of neighborhoods you work in. Or you can help prospective buyers and sellers navigate the network of local lenders and state- and municipality-specific regulations.

3. Use the Combination of Formats That Works Best for You

The last few years have seen widespread recognition of the power of video in marketing. Notwithstanding that some social media platforms have since been caught using faulty metrics to measure the usage of video on their platforms, there is still no denying the considerable connective power and immediacy of video. It’s a popular choice of successive influencers and marketers for good reason.

That said, the “text versus video” debate is misleading in some ways and tends to downplay some genuine advantages of text for certain customers. There are inevitably some people who will prefer to learn about what you do in text format, for example, which offers them more choice about the pacing of their experience and the chance to easily reread and revisit content that particularly interests them. Video advertising also requires a specific investment of resources, a certain kind of creativity and a willingness to take the necessary steps to ensure your video gets exposure.

This means that when finding the best format for your marketing content, it’s important to go beyond “use video for everything” and honestly assess what the most effective combination of text and video will be for your resources and capabilities. Good text is worth more than poorly executed video, and an optimal combination of both is likely to hold more value in the long term.

4. Use Social Media to Build Trust

Some social media platforms may be struggling with issues of public trust and confidence, but social media, in general, remains a supremely effective way of connecting with prospective leads in an era where most prospects begin their searches for information online. Used truthfully and carefully, social media can help you build a trusted brand by allowing you to regularly communicate your business process, give periodic insight into the quirks of your personality and the specific traits you bring to the table that customers will value, and allow you to provide regular, helpful and informative content that will keep prospective clients coming back for more. The more you build your social media presence, in concert with maintaining a strong website, the more reach and impact your marketing will have.

4 Important Tips for Better Real Estate Branding

December 24, 2018
4 Important Tips for Better Real Estate Branding

It’s never too soon in your real estate career to establish a consistent, recognizable brand for your business. First impressions are key in real estate, and investing in a branding scheme that sets you apart — instead of just relying on home-printed materials or those supplied by a brokerage — is critical in the early stages of an agent’s career in order to avoid giving an inexperienced or amateur impression. As an agent becomes better known, having established and maintained that brand will pay for itself with a stronger public profile that can produce more leads. There are several important steps to take to ensure that you’re getting the most of your branding strategy. (more…)

3 Key Emerging Trends Among Home Buyers and Sellers

November 21, 2018
3 Key Emerging Trends Among Home Buyers and Sellers

The latest Profile of Home Buyers and Sellers from the National Association of Realtors provides an illuminating look at some particularly important trends for real estate professionals in the current climate. In a sense, they’re trends that confirm many pieces of common wisdom about the cornerstones of a successful real estate business, but it’s always interesting to have data to back up those intuitive and evergreen pieces of common sense. In this case, the current landscape confirms that real estate agents likeliest to win and keep clients do so based on expertise, delivery of positive experiences, and reputation and word-of-mouth marketing (more…)

4 Proven Tips for Effective Continued Learning

November 14, 2018
4 Proven Tips for Effective Continued Learning

“Never stop learning” is one of the most common pieces of advice in real estate. It pays to stay current, and the highest-earning professionals are very often those who are experts on up-to-date best practices and new technologies. The real trick, however, is putting this advice into practice without burning yourself out in the effort to keep up with the latest trends. There are several simple tips you can follow to be an effective ongoing learner in the real estate sector. (more…)

How to Bulletproof Your Transactions

November 6, 2018
How to Bulletproof Your Transactions

The early career of many a real estate agent can be a struggle, trying to find your feet, learn what works for you and, in particular, learn how to hold a deal together from one end of the process to the other. Closing a real estate deal is a long process with plenty of potential pitfalls, and sometimes deals that seemed solid can go south with what seems to be no warning. That process doesn’t come automatically to anyone, but there are a few key tips you can follow to boost your numbers and maximize your chances of closing your most important deals. (more…)

3 Common Real Estate Myths Debunked for New Agents

October 31, 2018
3 Common Real Estate Myths Debunked for New Agents

Every profession comes with its own set of myths, the sort of misleading “common wisdom” that those coming into the business often wish they’d seen through much earlier in their careers. There are several common misconceptions about real estate that working agents would love newcomers to know about. (more…)

Your Pocket Guide to Top-Quality SEO Content

October 19, 2018
Your Pocket Guide to Top-Quality SEO Content

Mastering the art of search engine optimization isn’t easy, especially as this crucial component of website visibility is always evolving. Still, there are a few simple things you can keep in mind to help your site’s content stand out from the pack. These tips may be just a starting point to getting a handle on the broader topic of SEO, but ensuring that you’re covering these key elements is half the battle. (more…)

Instagram Marketing: Getting Seen by a New Generation of Home Buyers

October 11, 2018
Instagram Marketing: Getting Seen by a New Generation of Home Buyers

Not long ago, there was a widespread belief in real estate that millennials were destined to be a renter generation. By now, that’s had to give way to a most unexpected reality: According to the National Association of Realtors, millennials compose 36 percent of today’s home buyers, generationally the largest share of the market. They are essentially driving the real estate market, buying in cities large and small. Wherever you’re working, it’s become clear that If you want to sell homes, being visible to this generation is crucial to success. (more…)

Macro-Trend Tips to Supercharge Your Marketing

September 28, 2018
Macro-Trend Tips to Supercharge Your Marketing

Taking your marketing to the next level can seem like a daunting task, but there are simple steps you can carry out to make it happen. The key is in harnessing the most significant macro-trends in today’s hyper-connected media environment and making them work for you. With the right approach and a strategic investment of time and energy, it’s possible to hone your marketing while working smarter instead of harder. (more…)

Quick Tips for Upping Your Social Media Game

September 28, 2018
Quick Tips for Upping Your Social Media Game

It’s common wisdom these days that social media is one of the best ways to energize your client engagement and develop new leads. Knowing this, however, is a different proposition than knowing exactly how to go about it, and for more than a few people, the whole topic can get overwhelming quickly. The good news is, it doesn’t need to be. The best social media strategies avoid becoming time sinks and don’t require you to be a rocket scientist. Whether you need to get an existing account up to speed or get a new one started, here are a few handy tips. (more…)