Kevin is the Founder of Marker Real Estate, an innovative firm with a transparent, inclusive, client-focused strategy.
Getty
Most people now know that high-pressure sales tactics are out and organic marketing is in. Unfortunately, far too many people across industries continue to overlook one of the core principles of organic marketing: the fact that it works because people don’t realize it’s marketing.
High-Pressure Sales Versus Organic Marketing
Consider the following scenario: A young couple is casually thinking about buying their first home. They have started saving, but they aren’t quite there yet. Still, after months of surveying listings, they decide to reach out to an agent to casually inquire about one property.
The initial conversation is helpful. The couple thanks the agent. They also make it clear they aren’t ready to buy immediately. Rather than take this as a clear signal that the couple are potential future clients, the agent plugs their contact information into their CRM software and starts blasting them with text messages and emails. Within a few weeks, the couple — by then feeling harassed — redirect the agent’s emails to their spam folders and block the incoming text messages. The relationship is dead. So, what went wrong?
Organic marketing, by definition, is marketing that doesn’t necessarily feel or look like marketing. In the scenario just described, the agent was using the digital tools that made organic marketing possible. Still, they were essentially using them to engage in the aggressive tactics associated with traditional high-pressure sales. Let’s explore the four things the agent could have done to stay on the radar of these potential clients without bugging the heck out of them.
MORE FOR YOU
Organic Marketing Tips For Real Estate Agents
1. Focus on buyer education.
When people set out to purchase their first home, they often know little about their local market, the process of securing financing and putting in a bid, the inspection process and the role agents play in the homebuying journey. As a result, real estate agents play a huge role in buyer education. From helping potential buyers understand where to find listings and decipher them to walking through the steps of securing financing and eventually putting in bids, there is a lot of information to share.
Buyer education is also one of the best ways to stay on potential clients’ radars. After all, even if someone is not yet ready to buy, few potential buyers will delete an email that helps them prepare for their first major purchase. In other words, when agents engage in buyer education, they are adding value. They aren’t asking potential buyers to change their timeline but rather giving something valuable away for free: their expertise.
2. Become a trusted brand.
In the process of educating potential buyers, you won’t just be helping prepare future clients to enter the housing market, but also gaining their trust. The more places you can make your name and the name of your brokerage visible, the more likely it is that clients will eventually come to you for help buying or selling a property. While you may never be as ubiquitous as a brand like Apple or Coca-Cola, the goal is essentially to make yourself familiar — so familiar that when a client is ready to buy or sell, they have no doubt in their mind about who to turn to for help. One way to do this is to attach your name to an already trusted brand (e.g., partner with a bank or local credit union to offer workshops to first-time buyers).
3. Build a thought leadership profile.
There are many relatively inexpensive ways that agents, even those just starting out, can do this. If you’re comfortable speaking publicly, try starting a podcast. Creating a YouTube channel and regularly running buyer education videos is another effective strategy. Starting a blog or writing articles for real estate magazines or reputable media platforms is another common way to build a thought leadership profile.
The benefits are twofold. First, it is an obvious way to expand where and how you engage in buyer education. Second, as already noted, trust breeds trust. If your name appears on a platform or in a publication that potential clients already trust, they will be more likely to also extend that trust to you.
4. Be honest and transparent.
Finally, be honest and transparent. This starts with asking honest questions. If someone isn’t ready to buy, ask why. Perhaps, they are under the false impression that they have to put 20% down. Having an honest conversation with your clients can help you further their education and expand their options for buying. Also, be transparent about how and why you’re keeping them informed and staying in touch. At the end of the day, real estate pivots on trust, and honesty and transparency are critical parts of building trust.
Forbes Real Estate Council is an invitation-only community for executives in the real estate industry. Do I qualify?