Real Estate Marketing Newsletters That Work.
Exodus clients with a clear real estate marketing focus make more money, because they get more referrals and build their sphere of influence with our newsletters than anything else they use!
What does it mean when someone says Real Estate marketing? Marketing is the collection of actions and processes that contribute to the sale of a product or service. Not all products and services are the same. Marketing for the Realtor is different than cell phone marketing. Facebook and Twitter sell ads and only the impulse purchases are going to be the winners. So what’s different about real estate marketing in direct contrast to the world of marketing?
Well, the nature of real estate is different than retail marketing. A sandwich shop can offer specials daily, weekly, monthly, etc. But the Realtor can’t. No one jumps off the couch and declares that they are in the mood for another one of those good old fashioned home purchases along with the mortgage that goes along with it.
Real estate isn’t a small ticket item and if you market them like a small ticket item you’ll get dismal results. Most of the real estate marketing options are CRM packages, email campaigns, Facebook packages, automated twitter, and Facebook posts, fake twitter followers and they all tout the same process of Set-It-And-Forget-It! Fake skits and videos that if you look at the resulting views are sad and unimpressive. Who has an interest in a weekly market report or home value report other than other Realtors or the loan officer? Think about that.
If you are a Broker, a Realtor or maybe you wear all that hats including janitor, customer service, processor, etc., there’s no time for a real estate marketing plan that involves the complete new study of a marketing process you can’t afford and don’t have time to learn, and that’s why you don’t have one.
Because of the nature of home sales and purchases along with their big-ticket status, you really don’t need one. Since most Realtor’s don’t have a marketing background of any sort you might use what we affectionately call “The Bump Into Method” which is TRY THIS – TRY THAT and hope you bump into something that works. Unfortunately, it never happens that way and resources get dumped into schemes instead of what works. This is because the approach is all wrong!
Simply put, real estate is NOT a low ticket high impulse purchase. While mostly enjoyable depending on the circumstances, they are necessary, but the process can sometimes be more like a root canal is necessary. So remember, the only thing you have left after the home sale or purchase closes is your relationship to your client. If you continue to try to market them like buyers or sellers you’ll continue to sell the wrong thing. Everyone’s trying to sell themselves, but you can’t do it by selling programs or academic prowess, property value and curb appeal… therefore you need to STOP DOING THAT!
Real estate marketing isn’t effective if you still see your past clients as buyers or sellers. Technically, they’re homeowners and debtors and most if not all of them aren’t going to purchase or sell much less go through the loan process for a while. If you continually send them industry rates and programs and insist on talking to them about how good you are, you’ll lose their interest in you. This is why referrals are minimal when they should be constant.
Treat them as people. That’s what they are, just like you. Share yourself, share your knowledge and become family. This is the mantra here at Exodus and this is why our clients win month after month. Their clients are important to them, their base grows and the hedge around their client base is secure. Loyalty is maintained and no Remax commercial, radio or video skit can change that. If you treat them like buyers or sellers and try to sell them again, you lose.
So, it doesn’t matter what you call them. It does matter how you treat them along with how you perceive them. They are no longer buyers or sellers. They will be but until they are, remember, they don’t think like a buyer or seller, they don’t act like a buyer or seller and the last thing they want to do is go through the mindset of a buyer or seller. So stop marketing to them like a buyer or seller!
At Exodus, all clients are encouraged to communicate in a real way. Some are great at it and some need help. We have free assistance in place so you never have to sit with your head in your hands wondering what to say. Most come to realize that you come to realize that you’re reflecting back on the last 30 days and sharing it with your sphere of influence. This is all it takes, there’s no magic, there’s no secret. This is what our content help service is for. And this is why real estate marketing with Exodus is successful. What you want is your phone ringing with questions about property, pricing, and values from a friend or family member that have questions and needs your help. The economy is scary enough, by sharing yourself, your knowledge and becoming family, those who don’t understand the economy or who need direction on how to buy or sell will come to you because you’re available, approachable, professional, down-to-earth and most importantly the family trusts you! They know you and they want to be the glue that puts you and the people they care for together. Everyone likes that and everyone shares that if they find it. This is what Exodus Marketing and real estate marketing is all about.
Look around the website, check out the samples, if you have a question, feel free to email or call us, we’re always here to help.