In today’s ever-changing, digital marketing landscape, you have to have an online presence, or you’ll get passed by.
But not knowing where to start and feeling like you have to do it all to be successful leaves many real estate agents frustrated and intimidated at the thought of implementing a new online marketing plan.
Are you considering online marketing? Here are 12 simple rules to get you started.
Make goals, and stick to them
Think about why you want to take your marketing online and what you want to accomplish. Don’t do it simply because everyone else is.
Make sure your online marketing plan is in sync with your overall business goals.
Identify your ideal client
Many businesses outside of the real estate industry spend time identifying their ideal client. Your real estate business should be no different.
Spend time thinking about the type of people you like to work with. Ask yourself where this group spends their time, what they read and where they shop.
Identifying these behaviors will allow you to use the online tools will best help you reach your ideal clients and reach your business goals.
Treat your website like a virtual storefront
Your own website gives you the flexibility to present your brand to the consumers you want to reach, provide your own organic marketing content and capture and nurture your own leads.
Rome wasn’t built in a day, and neither is your online empire
Most brokers feel there are too many online tools and that they have to do it all to be successful. You don’t.
Revisit your goals and your target audience. This will help you choose the online tools that will best reach your target audience and meet your overall business goals.
It’s better to do 1 or 2 things well than 5 or 6 not-so-much
Choosing to juggle six social media tools will leave you frustrated and overwhelmed.
Rather than incorporating several new online tools into your business, start by managing one or two. Get comfortable with those one or two tools, and then add more as you need them.
Don’t forget the third-party players
The reality is, consumers are searching third-party sites. Make sure that you complete profiles on third-party real estate websites your market may be affiliated with.
Include your biography and your active and closed properties. Add client reviews and recommendations to give your profile a boost.
Don’t throw spaghetti at the wall, create value with your message
Today’s consumers can see through a sales pitch. Consumers don’t want mediocre offers and information, they want content that is valuable and relevant to their needs.
Make sure your marketing message and your website content keep your target consumer coming back to your sites by creating value in the content you provide.
Have a system, and follow a schedule
The key to any marketing plan, online or off, is consistency and systems. Be consistent with your message and have a system in place to deliver your message regularly to your audience.
This will help you save time, stay on track and give you the ability to measure your efforts.
Do you — let the other guys do them
It is hard to be someone you are not. Even online. Be yourself, and you will find you will attract consumers your message resonates with.
Make new friends
Consumers want to know there is a real person behind the online message. Engage with consumers who follow, like and comment on your online messages to help reinforce your online message and strengthen your brand.
Remember, like a crockpot, it’s a slow burn
Any good marketing plan takes time to mature. You need to give your online efforts time to season before you evaluate whether you need to make changes to your plan.
Evaluate
If you find over time one online tool is performing better than another, it might be time to change your message or put more resources toward another platform.
Whether you are starting a new career in real estate or are a seasoned broker, taking small steps over time will ensure your ability to manage your online presence in today’s real estate arena.
Kellie Tinnin is a training administrator with the Greater Albuquerque Association of Realtors. Follow the GAAR on Twitter or Facebook.
