The Business of Real Estate
Riding the Marketing Trends of 2019 to Success

Riding the Marketing Trends of 2019 to Success

By on Jan 29, 2019 in Uncategorized | 0 comments

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...

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4 Important Tips for Better Real Estate Branding

4 Important Tips for Better Real Estate Branding

By on Dec 24, 2018 in Uncategorized | 0 comments

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. 1. Do Your Research First A key step that agents often miss in setting up a branding scheme is making sure they fully understand who they’re marketing to. Analyze your local area and make sure you have a grasp on the likely median incomes of both buyers and sellers; what the cultural history, marital status and political leanings of your audience are likely to be; and what the most popular local pastimes are. Harder to quantify or pin down but just as important is what your audience values: dependability or boldness, relatability or professionalism, or some mixture of those qualities? This can be important in deciding what visual style and approach to adopt. 2. Determine What You Bring to the Table Everyone has different strengths and skill sets. Some agents are unusually tech-savvy; others are masters of different types of marketing, have design experience or are particularly strong closers. There are many different routes to reach excellence in the real estate field. Honestly appraise what your particular strengths are, identify the four or five qualities that are your greatest strengths and make sure your branding reflects the value you add for clients while also providing services relevant to their interests and that no other agent can duplicate. 3. Engage Professional Design Services Once you’ve done your preliminary legwork, ensure that you make the best use of that knowledge. The whole point of implementing a branding scheme is putting your best foot forward to the public. It may be tempting to cut corners by relying on...

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3 Key Emerging Trends Among Home Buyers and Sellers

3 Key Emerging Trends Among Home Buyers and Sellers

By on Nov 21, 2018 in Uncategorized | 0 comments

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 1. Expertise Matters More Than Ever In an environment where inventory is remarkably restricted, the expertise a real estate professional brings to the table has come to the forefront of consumer consciousness. Just 7 percent of recent home sales were done on an FSBO (for sale by owner) basis, the smallest share of transactions on record since statistics were first collected on the subject more than 35 years ago. By contrast, a full 90 percent of sellers listed on the MLS (Multiple Listings Service), while 87 percent of buyers purchased their home through an agent or broker. Large majorities of both buyers and sellers indicated they would use their agent again in future. It’s a strong testament to the value that professionalism delivers for clients and a fact worth flagging in your own marketing efforts. 2. Positive Experiences Lead to Repeat Business A key element in the willingness of many clients to recommend their agents for future businesses, and to plan on using them again, was the delivery of positive experiences throughout the processes of purchase and sale. Recently sold homes sold for a final sales price an average of 99 percent of the final listing price. Over 60 percent of buyers and 64 percent of sellers reported being very happy with the process. Customer satisfaction rates will likely never match up one-to-one with client retention rates, but the high confidence shown in these figures makes it clear that it’s always worthwhile to put quality customer service first. 3. Reputation and Word of Mouth are Critical Several stats in the profile put the importance of reputation into sharp...

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4 Proven Tips for Effective Continued Learning

4 Proven Tips for Effective Continued Learning

By on Nov 14, 2018 in Uncategorized | 0 comments

“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. 1. Be Active and Attentive The real estate market is always in flux, making it a profession where there’s something new to learn almost every day. There’s no substitute for hands-on experience in working out what best practices will help drive your business to its next big win. Watching what the most successful professionals are doing online, particularly on social media, can lead generation ideas. It allows you to see, practically in real time, the innovations agents are using to get a leg up on the competition and deliver the best possible service to both buyers and sellers. 2. Take Time Out for Continuing Education Blocking time in your schedule for real estate classes or taking time to meet with vendors and service providers, working out new ways that you can best serve your clients, is a crucial investment in your business and in yourself. Holding yourself accountable for scheduling a few hours of continuing education endeavors every week, and sticking to that schedule, is a key means of ensuring that your approach to ongoing learning becomes an effective part of your total approach to real estate. Seek out educational opportunities sponsored by your state, or consider online classes as a way of keeping to this kind of schedule in crunch times. 3. Stay Current with Local Events Constant learning about your local market and community is just as crucial as keeping abreast of trends in the wider industry — indeed, it’s the basic step for taking general knowledge and turning it into practical application. Attending regular meetings of your local Chamber of Commerce, planning and zoning commissions and other community groups can keep your finger on the pulse of what your community wants and needs and how...

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Your Pocket Guide to Top-Quality SEO Content

Your Pocket Guide to Top-Quality SEO Content

By on Oct 19, 2018 in Uncategorized | 0 comments

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. 1. Publish Long-Form Content for an Audience You Understand To win at the SEO game, it’s important for content to: Genuinely engage your audience’s interest Include variants of long-tail keywords that are relevant to your business Give search engines lots of material to work with when providing information about your page topic The easiest way to hit all these marks at once is to occasionally produce blog posts of 1,500+ words, the kind of long-form content that allows you to deliver the value that goes with talking about a topic in depth while fulfilling your SEO needs in a naturally flowing way that doesn’t look forced. Your content, of course, won’t rely on length alone; its value stems from providing your readers with detailed access to your expertise and your authentic passions as they pertain to the real estate business. It’s not necessary to go long-form on every post, but the more you’re able to do it, the more valuable your site becomes to potential readers and the better your visibility on search engines is likely to become. 2. Pay Close Attention to Your Content’s Design, Pacing & Flow Regardless of length, the most powerful content does three things: Captures the reader’s attention from the outset Holds their interest with varied and visually pleasing formatting Offers knowledge as part of a naturally flowing, cohesive story The Internet is brimming with useful tools that can help you make all these potential elements of a post work for you, including everything from headline analyzers that can help get your piece off to a dynamic start to readability analyzers that can help tighten up your content and improve its readability. You can also find comprehensive, research-supported guidelines to formatting your content for maximum effectiveness. The more you learn and leverage...

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

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

By on Oct 11, 2018 in Uncategorized | 0 comments

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. There’s no way around it: Marketing to a generation that may interact more on social media than it does in real life means marketing online, and Instagram is quite clearly an important force in their social media landscape. It’s the second most popular social media platform in America and steadily on the rise, and over 60 percent of Instagram users come from the 18-39 demographic. To capture those crucial eyeballs for your real estate business, there are a few basic guidelines to keep in mind. 1. Engaging Content Means Genuine Passion Millennials grew up with social media and in the information-saturated world of the Internet. They’re savvy media consumers who are generally good at spotting emotionally arid exercises in brand management, and who tend to seek out people — on Instagram and elsewhere — who share their passions for a particular topic. There are good reasons for this: Having genuine passion for a topic is the first and often most important step toward being the kind of expert who’s capable of original insight on the subject matter. The first step to acquiring your audience is to decide what basic qualities they should associate with you. They’ll be visiting your page to get an idea about not just the properties you’re working on but whether you’re the kind of person they want to work with. Whether the virtues that make you stand out are that you’re fun and spontaneous, driven and focused, or insatiably curious and eager to share that curiosity with the world, it’s this honest take on what brings you to real estate that will form the core of your Instagram messaging. 2. Use Video Marketing Photos are...

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