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20
Marketing Is More Than Word Of Mouth
"Word of mouth" has an almost mythical status in the world of real estate.
Agents early in their career will often hear that word of mouth is their ticket to easy street. "Your own customers will do half the work for you!" goes the rationale. "All you have to do is deliver great customer care, and the rest practically takes care of itself. The sky is the limit."
The truth? Well, word of mouth is great — and it can be extremely powerful. Some of the most successful real estate agencies and brokerages in the United States derive 30%+ of their leads from word of mouth. But, by its very nature, word of mouth develops over time. It doesn't happen overnight.
That doesn't mean new agents should settle in for three or five years of "pounding the pavement" so they can fill their schedule. Yes, by the end of the first year they should be finding ways to attract the right customers to their door, not going out and searching for them.
But "word of mouth" is like lightning in a bottle. You don't go out and make it happen. It comes from all the other things you're doing right.
For a Practical Plan, Pivot to Real Estate Marketing
What you need instead is a focus on lead generation. When you can magnetize the right kind of lead and gently guide them to your real estate brand, you'll suddenly find you have more time in the day. You will be full of the energy you need to exemplify that world-class customer care and get results for clients.
That is what will get you word of mouth.
So, what does that intervening step look like?
It's all about marketing. When you take a proactive approach to real estate marketing, you focus on the things you can control (what you have to offer), not what you can't (how other people choose to react to it.) The truth is, most people forget their agent's name within six months, so marketing never ends.
Luckily, there's no one right way to market your real estate practice. Your approach will be as unique as you are. Most people find that a combination of digital marketing and offline techniques works best for them. Let's take a closer look at some of the many tools you might choose to use:
- Master the Art of the Open House
Virtual open houses are here to stay — there's no question about it. But the time has come to rediscover the traditional art of the face-to-face open house. Many open house attendees are highly qualified and genuinely interested. Open House Connector makes it easy to capture their information and follow up. - Optimize Your Listings with Popular Features
The longer people spend on your listings, the better. They might browse dozens of listings in a day, but yours can stand out with the right features. Properties in Motion makes it easier to develop virtual and 3D tours for your properties, helping your visitors imagine what it would be like to live there. - Automate Your Social Media Outreach
Real estate agents and brokers are uniquely influential on social media. To get there, though, you need to be contributing to the conversation multiple times a day. DeltaNET customers do it consistently using event-driven, automated updates that keep followers apprised of the latest news about your listings. - Deepen Your Relationships with Email Marketing
It might take weeks or months before a potential lead turns into a customer. Through all of that time, they're considering listings and agents. Email marketing is the key to developing a real relationship. A subscriber is more likely to respond to your follow-ups and request information on your new listings. - Spotlight Your Top Properties with Online Advertising
Real estate professionals have a huge advantage when it comes to online advertising. A few hundred dollars might break the bank for some industries, but for you, it could convert into tens of thousands. With Ad Wizard, you can plan, launch, and monitor Facebook ads in just minutes. - Tie It All Together with Your Website
Millennials and Generation Z are stepping up to become today's most engaged property buyers. They almost universally begin their home search online, so you need a real estate website they can trust. A fast, secure, regularly updated website that works well on smartphones is a "must-have." - Raise Your Online Visibility
Since so much depends on your website, it's sensible to make it as visible as possible. When the right methods are in play, organic online traffic builds over time, but the amount you pay for it remains flat. Search engine optimization from a trusted marketing partner gets you higher in relevant search results.
Contact us to find out more about modern real estate marketing that really works.
