Real estate agents are always on the lookout for new clients. Advertising and marketing form a significant part of connecting with new clients and building relationships. However, in this new world where virtually everything is being moved online, real estate agents must learn how to navigate advertising and marketing anew. This change doesn’t mean relearning how to do marketing, but rather adapting existing advertising methodology to interact and engage clients more.
How does a real estate agent make a genuine connection with new clients by modifying their marketing strategies? To help, 13 experts from Forbes Real Estate Council share the most effective ways real estate professionals can adapt their existing marketing strategies to garner new clientele.
Forbes Real Estate Council members detail ways agents can revamp their marketing efforts to bring in more clients.
Photos courtesy of the individual members.
1. Develop A Strong Personal Brand
Real estate agents today must understand that the key to attracting opportunities lies in developing a strong personal brand. They need to articulate their positioning well, have a great personal introduction on their digital assets (e.g., their webpage, blog or LinkedIn/Twitter/Facebook profiles), create valuable content and engage with their audience on a ongoing basis. When done right, an expert position will be created. – Dan Zakai, Mindspace
2. Focus On Your Unique Qualities
Ask yourself, “Why you?” With 1.4 million agents as members of NAR, what are the unique qualities that make you different and are the reason someone will see you as their trusted adviser in one of the most important decisions of their lives. Focus on that and create your own brand. Make yourself the expert and have a business plan. You are the CEO of your own company. – Michael Valdes, eXp Realty
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3. Demonstrate Their Expertise
The most important thing agents can do is demonstrate their expertise on platforms where prospects are shopping and educating themselves. Provide valuable information to build your reputation. The few dozen to few hundred people who see your contributions will eventually recognize your expertise and reach out to you. Post on your local subreddit forum to find a good platform. – Dave Zirnhelt, Snap Up Real Estate
4. Help People Save Money
People are looking to save money. Providing upfront lease offers that include savings tied to more convenient payment options is essential to closing leases. This is especially true for prospects with less-than-perfect credit who don’t want to pay extra deposits to qualify for a lease. Exchange deposits for payment safeguards like rent from payroll to seal the deal and gain resident buy-in upfront. – Ellen Calmas, Neighborhood Pay Services / NPS Rent Assurance
5. Keep An Eye On The Market
Market volatility has been the theme of 2020. Strong conditions preceded a full stop with sheltering in place followed by frenzied buying activity— and all in the first half of the year. Having a constant pulse on the market and a platform to voice observations will distinguish an agent from the masses as conditions remain in a constant state of change. – Jeff Brown, Tahoe Mountain Realty
6. Focus On Engagement
Engagement, engagement, engagement. What does that mean? Instead of cold emails and posts, engage in others’ content with meaningful posts. Build an audience by being a thought leader in your industry. This doesn’t mean just sharing interesting articles; it is about telling your story and giving your insights on the current market. – Noel Christopher, Renters Warehouse
7. Speak To Safety Procedures
Speak to reopening procedures and safety. In all of your real estate marketing efforts, share current showing procedures, and how you will be providing a safe environment for the client to view the property. Safety is at the top of clients’ minds. – Aaron Galvin, Luxury Living Chicago Realty
8. Be Authentic
A lot of agents are afraid to show their personality, interests, hobbies and what makes them unique but people choose to work with people they like and trust. By being candid, friendly and genuine, you’ll attract clients who you’ll be able to build rapport with easily and enjoy working with. Almost all my business is referral-based now and I’ve met most through my sphere. – Catherine Kuo, Elite Homes | Christie’s International Real Estate
9. Simplify Your Messages
One effective way agents can adapt their current marketing strategies to attract clients is to simplify their messages in marketing. Use current trends to engage the minds of consumers without losing what that your actual brand stands for. Fun, honesty and the factors that make your brand and marketing message unique should flow throughout your marketing. Quality over quantity. – Collin McDowell, Greg Garrett Realty.com
10. Educate People About The Market
The key is to educate people on what is happening in a market. Most realtors are commission-focused, not relationship-focused. You need to become the expert in your market and know everything. There are always two to four “top” producers in every market and there is a reason why. Study the habits of the most successful, and then adopt those habits. – Ken McElroy, MC Companies
11. Use Professional Video Tours
We have been using very professional video tours of our properties, edited and set to music. They are very high level and get an amazing number of views, and it is particularly effective as a marketing tool for sellers. During the pandemic, it is a much more effective way of viewing properties and less awkward as you are literally walking through the property visually. – Melinda Estridge, Estridge group
12. Leverage The Right Technology
Whether it’s virtual showings or software that allows prospective buyers to furnish an empty space virtually, leveraging technology is key. Technology can let people imagine themselves in a home. Keep everything in one place and leverage a number of solutions so everything isn’t done through email, text and phone. – Rayan Rafay, Fraction
13. Keep Marketing To Your Past Clients
Homebuyers listen to their friends, and you want to stay top of mind to your past clients, who are your success stories. Keep marketing to them. Whether it’s monthly, quarterly or yearly, your past clients should know about how you are growing your business, your most recently sold properties and your latest insights on the market. It’s a friendly and unbelievably easy way to earn more business. – Ari Afshar, Compass