It is essential for new agents to understand effective marketing techniques in order to grow and profit
If you’re a new agent in the fast-paced world of real estate, marketing yourself to grow your brand may feel extremely overwhelming. You likely already possess the characteristics of a successful realtor: motivation, natural charisma, and consistency. But do you have the skills of a superstar marketer? If not – don’t panic, you got this!
We’re going to walk through 7 marketing strategies to grow your real estate brand as a new agent.
Here we go:
1. Discover your niche
As you begin this new career in real estate, you’re probably eager to say yes to anything thrown your way. We get it. You need to build your client base and part of that is by completing transactions. Don’t let this deter you from discovering your niche.
The real estate industry is saturated with agents claiming to be a jack of all trades for their clients. If they’re good at everything, can they be truly great at anything?
While you get your feet wet taking on new clients, continue figuring out which areas of real estate you enjoy. If you really liked selling that high rise downtown, explore the luxury market. If you prefer helping buyers find their dream mid-mod, go that route.
There are so many niches from luxury townhomes to large ranches. As you begin to develop your expertise on a specific home type or neighborhood, you will build credibility with your target audience.
2. Develop your brand
In the real estate industry, your brand is everything. Having a well-rounded brand will help you stand out from your competition. You want to show prospects exactly who you are and what your capable of through your marketing materials, your website, your social media pages, and your listing images.
Spend some time developing a brand identity. How do you want your clients to perceive you? What is your voice in this industry?
A great brand is easily identifiable, delivers a clear message, understands its audience, and is consistent in all things.
3. Invest in a professional photography partner
As mentioned above, part of creating a strong brand identity is to have a consistent and strong listing portfolio. We’re going to be blunt, here…all of your listing images should be captured by a professional real estate photographer.
Listings that are marketed using professional real estate photography are proven to generate more traffic online, increase showings and sell faster, often over asking price.
You will want to find a professional photographer that you trust. To build a listing portfolio that is consistent, use the same professional photographer or photography company for every single listing. Seriously. Sellers find comfort in knowing that you will take the same measures to sell their cozy ranch home as you would in selling another client’s luxury high rise. That’s why it is important to have consistently professional real estate images in your portfolio.
When you begin your search for a professional photography partner, consider the following:
- Image quality
- How they capture a composition
- Their rate and availability
- Ease of scheduling
- Image consistency
- Turnaround time
4. Find a real estate mentor
It’s always wise to find a successful mentor when you’re starting a career in a new industry. Mentors will offer you valuable insights and advice on how to grow your company. They can teach you how to properly pitch your best attributes at listing appointments. Your mentor may even pass you some of their clients if their workload calls for it.
Where can you find a real estate mentor? Start by joining networking and community groups online as well as in person. Research successful realtors in your area and connect with them on LinkedIn. Another way to find a mentor is to ask your colleagues if they know anyone you would have a strong connection with.
When you do find your perfect real estate mentor, be like a sponge and soak up all of the information they give you. Learning the ropes from a seasoned agent is an incredible way to grow in your career.
5. Spread the word (and often)
Never stop telling your story. A big part of your real estate journey will always include marketing yourself to those around you. As a new agent, you need your community to know that your services exist. As time goes on, you need your community to remember that you’re the agent they should contact.
You can announce your real estate services to your community in a number of ways. You can send postcards, try cold calling, go door knocking and place ads on community social platforms. Targeted Facebook ads and Nextdoor ads are both great online strategies for getting the word out.
Do not let your community forget about you.
6. Always follow-up and stay in touch
A huge no-no in the real estate industry, which sadly happens often, is failing to follow-up. When you acquire valuable leads, the worst thing you can do is not follow-up after your initial contact. It can take upwards of 8 touches to secure a client.
If personally staying in touch with hundreds of leads sounds overwhelming (because it is), consider automating some of your marketing channels. Email automation can keep you top of mind with your leads while also freeing up your time for personal follow-up.
Deciding how to follow-up or stay in touch with prospects involves a lot of research and experimentation. See what works for you and stay consistent.
7. Understand how to generate leads
It’s important to learn how to capture valuable leads early on in your career. Generating leads that turn into conversions is one of the most vital skills a real estate agent should master. Without leads, you can expect little to no business.
There are a number of ways to successfully generate leads. You can create and share “gated-content”, which is essentially a lead capture strategy where viewers fill out an opt-in form in order to download the content. You can design digital listing templates to draw attention to your listings and brand.
Most importantly, if you are trying to generate leads online, make sure that your website is completely optimized and well-maintained. You won’t capture leads if your site is difficult to navigate.
Once you start generating leads through your marketing efforts, place those contacts in an automated email campaign. That way, you stay top of mind by keeping ‘in contact’ with them. If you have a lead that is consistently engaging with your content, go ahead and do tip #6 (follow-up).
Being a real estate agent means that you are your brand. To be successful, you must establish effective marketing strategies and stick to them. An agent that is eager to experiment with different marketing techniques and learn from them is an agent that will have a career that flourishes.
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