One question I hear a lot from real estate professionals is: “How do I get and stay relevant?”
I’m a firm believer that no marketing strategy or single tool could ever take the place of face-to-face relationship selling.
At the same time, that’s not me giving you a free pass to neglect new technology that could help you work smarter. The most successful agents carefully blend proven marketing strategies and new technology to connect with their clients across multiple platforms — be it direct mail or social media.
Here’s a look at three marketing strategies that will impact an agent’s ability to be visible and make deeper connections in 2016:
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1. Incorporate video
The great thing about evolving technology is that you now have access to what used to require a team of professionals right on your phone.
Video is a great way to send a personal message to your clients and stand out from your competition, whether you post the video on your website or blog or send it as part of your email marketing campaign.
Here are some tips to help you get filming:
- Don’t overthink it
- Make sure you have nothing unprofessional or distracting going on in the background
- Keep it between one and two minutes long
- Film in a well-lit room or outside
- Film in a quiet place where you can focus on what you’re saying and won’t be distracted by people around you
2. Increase your number of marketing touch points
Your marketing touch points are the connections you make with your clients including phone calls, personal notes, face-to-face visits, emails and marketing flyers. You might also account for the contacts you make through social media and other digital channels.
Your top referrers — or “A-plus” clients — should receive more touches than clients who haven’t referred you yet. After all, these clients have already proven that they’re not shy about sending you business — connecting with them more often keeps you at the top of their minds so they can keep recommending you.
If you’ve mastered sending marketing flyers and emails to your clients consistently, give them a call and follow up with a personal note.
If you decide to stop by and deliver a small gift to their home (what we call a pop-by), snap a photo of it on their doorstep or of them holding it, and post it to social media along with a message like, “It’s always a treat to pop in on my favorite clients.”
Remember, the more contact you make with your clients, the deeper your relationships will become.
3. Find a CRM that makes life easier
Even though customer relationship management systems (CRMs) have been around for years, it seems the real estate industry is just now really recognizing the value of electronic assistance in managing contacts and connections.
A good CRM should be easy to use, help you stay on top of your lead generating activities, boost your marketing campaigns and keep you organized. The challenge is that all vendors who promote their CRM in the real estate space say they have “the one.”
In 2016, you cannot survive and be successful without the right fit for you and your business. Click here to download our e-book on what to look for in a CRM.
To thrive in the new era of real estate, it’s essential to embrace technology and use it to serve your clients better.
Brian Buffini is the Chairman and Founder of Buffini & Company. You can follow Brian and Buffini & Company on Facebook.