Real estate agents have to become experts in marketing to connect with potential buyers and land sales. But all too often, they’re missing the mark and losing out on leads.
From failing to specialize in specific areas to not using all of a social media platform’s features to neglecting to optimize their website, the following real estate professionals from Forbes Real Estate Council have experienced their share of marketing blunders. They’ve provided a list of 12 ways to improve marketing and snag good attention from prospective buyers.
Forbes Real Estate Council members share strategies for improving common marketing mistakes.
Photos courtesy of the individual members.
1. Using Broad Marketing Techniques
The biggest mistake in marketing a property today is not knowing the exact buyer profile. With all the technological channels, generic broad marketing can seem to be a good idea but focused marketing is likely to save money and produce fast results. Focus on quality versus quantity. When creating media, ask a marketing professional if the material is adequate for the listing. – Marco Del Zotto, LIV | Sotheby’s International Realty – Breckenridge CO
2. Appealing To Every Buyer Persona
It is all too common for agents to try to appeal to everyone. Segment clients based on your individual practice style and strengths. Market to the clients that fit best for your location, price point and home type. Develop a list of adjectives that describe you and your approach and then consistently use those terms in your marketing to improve SEO and attract the best clients! – Megan Micco, Compass
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3. Being A Jack-Of-All-Trades
A common mistake is not being an expert at something specific. While it is good to network and meet a lot of people to find leads, it is better to network and meet people inside a specialized area of expertise. The best big assignments are always won by specialists with specialized business intelligence and relationships. Do not be the jack-of-all-trades and master of none. – Richard Lackey, City Commercial Real Estate, Inc.
4. Misrepresenting The Property’s Features
A common mistake agents make in selling is distorting the representation of the property when marketing it. Puffery, overembellishing property features or facts and even hiding property faults are too common. These are bad practices for the long-term consumer perception and trust of the entire real estate industry. If we want our profession to be around, we need to build long-term trust with the public. – Michael Thomas Chambers, Chambers Theory
5. Not Having High-Quality Photos Or 3D Tours
One common mistake agents make when marketing properties is not having professional photographs or a 3D tour. The quality of the photographs and the ability to view in 3D helps buyers decide if they will consider touring the property. Using a photographer is a small price to pay for putting a listing in its best light to attract more showing traffic and a potential sale. – Cheryl Abrams, Re/Max United Real Estate
6. Failing To Use Social Media
One mistake agents make when marketing a property is not utilizing social media to its full potential. When listing a property, an agent should be utilizing every platform and feature on that platform, i.e., the story feature, IG Live and reels on Instagram, timeline posts on Facebook, TikTok and YouTube, etc. The more it is posted, the more it will be seen. – Cyrus Mohseni, The Keystone Team
7. Selling Constantly And Not Providing Value
Being too sales-like is a huge mistake when prospecting. People are tired of being pitched all day long, whether it’s from cold calls, texts, ringless voicemails, direct mail or online ads. When a prospect suspects that they’re being sold, they will put up their guard. Instead, provide value first with zero expectation of something in return. Talk about the home’s features, design, upgrades, location, etc. – Chris Bounds, Invested Agents
8. Failing To Ask What The Client Needs
Ask more questions about what the client is looking for. Rather than trying to make a listing fit your client’s needs, use it to better understand their actual needs. That knowledge will put you one step closer to making a successful deal and a positive long-term relationship. – Matthew Moore, Moore Real Estate Group
9. Not Seeing From The Buyer’s Perspective
When marketing a property for sale, agents need to look at the property through a potential buyer’s eyes. Walk the property with a designer and inspector. Advise your clients to make any necessary repairs, apply a fresh coat of paint, and don’t forget to stage it. These touches will attract the right kind of buyers who will be willing to pay more for the property. – Tara Hotchkis, Compass
10. Not Telling A Story
Don’t use buzzwords—tell a story! This is especially relevant since where you live is such a personal and emotional decision, regardless of renting or buying. Telling a story about a home is critical. Buyers and renters want to know what makes the home unique and why they will thrive once they buy or lease there. The more you can tell a story, the more you will be able to make this critical connection. – Benjamin Pleat, Cobu
11. Failing To Emphasize Your Unique Offerings
First, know what’s in your wheelhouse. For example, if making marketing videos isn’t your thing, hire a professional. Also, if you’re buying leads and you can’t sell them a house, get creative by asking yourself what other services or products you can bring to these leads. – Kevin Markarian, Marker Real Estate
12. Neglecting To Optimize Their Website
Agents always focus on building their databases but marketing solely to a database leaves out everyone outside of it. Optimizing listings and websites for SEO is essential. When someone searches “apartments for rent downtown,” do you or your brokerage firm appear? We’ve invested extensively in SEO, which drives traffic and leads to our carefully crafted landing pages and websites. – Aaron Galvin, Luxury Living Chicago Realty
13. Utilizing Only Single Channel Marketing
The biggest mistake agents make today is single channel marketing. They have one area of marketing that they know and that’s all they do. The key to effective marketing is to have a well-balanced approach to how and where you market a property to get it in front of as many qualified buyers as possible. That particular word is important: “qualified.” Find out where they congregate and market there! – Bill Allen, 7 Figure Flipping