Email marketing is a cost-effective way to connect with your audience. Here are some tips to help you improve your email marketing campaign. Don’t send too many emails. If you have something important to say, say it once and say it well.
Don’t use only links in your email content. Links should be a secondary component of the message conveyed through the body copy of an email. Use personalization as much as possible. Personalize your subject line based on who is receiving it and what they’ve been doing with their time on your site recently (e.g., if they’re looking at property listings or just emailed you).
Monitor how people interact with your emails.
If someone doesn’t open or click one of your emails, the chances are good that person isn’t interested in hearing from you right now — so look at why this may be happening and try not to repeat the same mistakes again next time around! Keywords: Real Estate Agents Email.
#1 – Do Your Subject Lines Suck? (either underpromise or overpromise)
#2 – Do your emails offer any real value? (value is a semi-complicated measure)
#3 – Are you overly relying on email marketing automation without really understanding it? This will limit your results! Create strategic email lists like a highly personal touch list, a mid-level touch list, and a totally automatic marketing list (generic list). This is all linked to one word, “segmentation.”
#4 – Are your emails mobile-friendly? Email is being dominated by mobile device usage, and you need to make sure that your email is “mobile-friendly.”
#5 – Do you randomly send out your emails on different days and hours and at random times during each month? Timing is all-important and connects to sending the right email at the right time, even on the right days.
#6 – Are your emails segmented? This is all linked to one word, “segmentation,” and how important it is not just to use one generic, random list.
#7 – Are you using a CRM? We have another video where we talk about different CRMs, but sending mass emails from an Outlook or Google account can get you into trouble because of the lack of unsubscribe tools and options. Protect yourself and your business by using an established CRM like what’s part of Mail-Right’s plans.
If you’re not writing good subject lines, you are losing money. Subject lines make or break your open rates and click-throughs. And if that is low, then your campaign performance will suffer too. Don’t be the victim of a bad subject line. ‘Good’ is relative. Your audience may define good differently from someone else’s audience.
Figure out what works for you and make it the norm. To do that, you can learn a lot from your competition (you know — those people who just don’t seem to be as smart or hard-working as you). Try to figure out why their emails get more opens and click-throughs than yours. Did they use an attention-grabbing subject line? Did they offer a discount?
Or maybe, in some way, did they connect with their audience on a personal level? With every email campaign you run, ask yourself: ‘What worked well here? Why did this work so well?’. Then, apply those insights to future campaigns. When your subject lines consistently outperform the others, you know that defines ‘good’ for your audience.
How many of your emails do you open? How many are read in full? This is difficult to answer because there isn’t any accurate way to measure it. For example, you could create an automated email that says, “click here if you opened this email,” and that would count as being opened.
However, we know from experience that people will click on links even when they don’t want to, so the annoying message goes away! So how can we get a more accurate measurement of what percentage of our emails are actually read by our audience? Your best bet is to ask for feedback from your customers or potential customers.
You can also look at other ways your customers interact with you via social media or through customer service channels. While these aren’t as direct, they can give us clues about what works and what doesn’t work with regard to our marketing efforts.
This will limit your results! Create strategic email lists like a highly personal touch list, a mid-level touch list, and a totally automatic marketing list (generic list). This is all linked to one word, “segmentation.”
Automation is all the rage in marketing. So many tools help you automate email messages, social media, and more! But without segmenting your lists (and following up with them), it can be a waste of time and money. Here’s how to create strategic email lists like a highly personal touch list, a mid-level touch list, and an automatic marketing list (generic list). This is all linked to one word, “segmentation.”
We’ll also cover how to set up an autoresponder series and how to follow up with each list. Readers of this blog post will know: 1) How to segment lists for a specific audience 2) How automation can help reach multiple audiences, 3) How to create personalized emails focused on one customer or automated like a newsletter, and 4) What tools exist for email marketing automation.
The post is also targeting bloggers who are hoping to expand their business into other industries. Searching for the keyword “real estate” and the word “blogging” will give you specific help on starting a blog for your real estate industry or expanding your business by moving into blogging.
It is essential to market your products and services in today’s business world using all available means. Mobile devices are the fastest-growing way to access email, and it is important that you make sure your emails look good on these screens.
The use of responsive design is the best way to ensure that your email marketing messages are viewable by all. Your audience will appreciate you taking the time and effort to ensure they can read your emails clearly and easily. Use this tactic: Place keywords in your blog post, title, subheadings, image alt tag, and so on. Use a keyword density checker to make sure you’re using them often enough (but not too much).
Include a summary of your content at the end of each blog post that lists all keywords you used in it (use anchor text links for internal linking). Add a listicle at the end that includes 5-6 bullet points with hyperlinked keywords using anchor text links for internal linking. This is an effective technique to drive traffic from social media platforms such as Facebook or Twitter through hashtag searches.
Timing is all-important and is connected to sending the right email at the right time, even on the right days.
What are the best days and times to send out your emails? Are you scheduling them randomly, or are you actually analyzing your email marketing data and sending out emails on the most effective days and times?
What is the best day and time to send emails? According to the data in this chart, Mondays are a great day for email marketing. The best time of day to send an email is 11:00 a.m., with the highest open rate being from 11:30 am – 12:00 pm.
It seems that Tuesday through Thursday has pretty similar open rates, so if you’re not able to send on Monday due to travel or other commitments, I wouldn’t worry about missing out on a big chunk of leads. Also notable is Friday’s lower open rate; perhaps sending emails at 1 p.m. (with a slightly shorter subject line) may be more effective than 2 p.m.-4 p.m.
What does all of this mean? When you look at your own email marketing results, pay attention to when and how people open your emails and use links within them. You want your emails to get read, so tune in weekly.
This is all linked to one word, “segmentation,” and how important it is not just to use one generic, random list.
There are a lot of misconceptions about email marketing. People assume that it’s old-fashioned, ineffective, and time-consuming. If you’re running an online business or if you have an e-commerce site, then this post is for you!
I’ve compiled a list of the best email marketing tools that you can use to boost your sales. I will also show you how to use these tools in detail. So without further ado, let’s get started! No matter what industry you’re in, email is an invaluable resource for every business. In fact, it accounts for $40-60 billion of revenue worldwide every year! But if used incorrectly, it can also lead to serious problems and lost customers.
And that’s why we want your business to succeed – so here are our top 10 tips on how to use email marketing effectively: 1) Add personalization 2) Know your customer 3) Build an audience 4) Track results 5) Automate 6) Include images 7) Start with cold emails 8 ) Personalize again 9 ) Send creative subject lines 10 ) Use the appropriate tone
We have another video where we talk about different CRMs, but sending mass emails from an Outlook or Google account can get you into trouble because of the lack of unsubscribe tools and options. Protect yourself and your business by using an established CRM like what’s part of Mail-Right’s plans.
It is important to have CRM (Customer Relationship Management) software in place when doing email marketing.
If you intend to use email marketing in your real estate business, then it is important that you have CRM software installed. Use the most popular names –lead generation and property management software.
Lead generation and property management software are the best in terms of CRM. Use the title to address your audience informally. Use the “Content” to define what you are offering, then use the “Keywords” to incorporate those keywords throughout your blog post.
How to Find and Buy a Home in Your Budget. Keywords: house buyer, home buying, buying a house. Content: Buying a home is an important life decision, and it can be very stressful –there are so many things that you need to consider when buying your first home. It pays to learn as much as you can about the process before you start looking for your dream home. Use the most popular names –home loan calculator, mortgage calculator, and city comparison website.
Use these sites to help you find out how much you can afford to spend on your next home purchase so that you will not go beyond your budget range when making this important purchase. The more prepared you are with information on the subject, the better it will be for your pocket –after all, knowledge is power! Use the title to address readers informally, then use the “Content” to define what you are offering them.
Did you know that 85% of new agents leave the industry in less than 2 years? How can you avoid being one of these failed agents? Just listen to these 4 key points that will help you be one of the winners in the real estate industry.
#1 – Real estate agents, you need to choose the broker that’s right for you at your particular time.
#2 – Real estate agents, you need to build successful local referral relationships.
#3 – Real estate agents, you need to find a local niche in the local market.
#4 – Real estate agents, you need a great website.
Real estate is a very lucrative industry, and as a realtor, you want to be sure that when you make a recommendation, it is going to be the best person or company available. You want to make sure that they will be dedicated to your area and focused on getting your business. You also want to be able to trust them with your reputation within the community. If there are any concerns or questions, we will work through them together before making a decision on who can best serve our needs together. This can help alleviate any problems before they occur. We also have access to great resources like online training programs and more.
1. Cultivate relationships with businesses in the area such as landscapers, cleaning services, and home improvement stores that will refer their clients to them when they are looking for a real estate agent.
2. Use landing pages to help you capture information about the properties their customers want to sell and convert those into Lead Forms which provide additional contact information about their potential clients.
3. Use your website to provide additional marketing materials (brochures, video tours, etc.) that give homes an edge when presented by another agent or on MLS listings.
4. Sell properties faster!
Real estate agents, you need to find a local niche in your local market. This helps you to reach customers that are already interested in your area. When you advertise yourself as a realtor who knows the local market well and is from the community, this is what sells homes. You need to be able to offer customers something unique that differentiates you from the competition. Localization is one of the most important factors in marketing. The first step a real estate agent should do is to identify their local market and understand the needs of the customers in that area. Do they want a big house? Are they looking for a house with flat or mansion-like style? Do they prefer living near nature or in the city?
Your website is the most important tool in the real estate business. A bad website will cost you money, reduce your sales and harm your reputation. If you are a real estate agent with a bad website, then it’s time to replace it with a modern one that will sell your properties and help you get more clients. In this case study, we will discuss how we can improve page titles and meta descriptions for better SEO performance for a Real Estate Agent Website (a sample target keyword). We will learn the following topics.
Google Local Services Ads is a specialized advertising program that allows real estate agents to reach potential buyers and renters in the area they want. It is an affordable way for small businesses to get their name out there, something that was not possible before Google gave customers this opportunity.
The platform allows real estate agents to create ads that target potential clients based on certain keywords, locations, the price range of the house or apartment listed, and even features like “pet-friendly” and “pools.” The size of the ad itself can be chosen as well as how often it is supposed to appear on Google searches. Real estate agents can also choose which device (desktop, laptop, etc.) they want their ad to appear on.
Google Local Services Ads (LSA) is an online advertising platform that Google has been offering to real estate agents for the past couple of years. This article will discuss what exactly LSA’s are, why they are so important for real estate agents, and why every agent should be using them in their business. This article will also discuss the importance of reputation management in real estate and how you can use LSA’s to help build your brand.
What Are Google Local Services Ads? Google Local Services Ads (LSA) are a way for Google to connect its AdWords users with businesses that offer services that are closely related to the keywords being searched for by consumers. This is an important distinction from other forms of online advertising because this platform targets businesses that have a direct impact on consumers’ lives, as opposed to something like banner ads or Facebook adverts which only target visitors based on their viewing habits or demographic information. As of right now, there are two types of LSA – “Placement Related” and “Shopping Related.” Placement-related ads show up when someone searches for a service category or location-specific terms such as a service provider name or company name.
Shopping-related ads show up when someone is searching for products or services that they would like to buy immediately, rather than services that they need at some point in the future. Why are LSA’s important? There are many reasons why LSA’s are important for real estate agents, but the key reason is that they allow you to reach out to potential clients while they are actively looking for a service that you can provide them with. This means that if you can rank well and stay on top of all the relevant keywords, then you will have a high probability of getting quality leads from your advertising campaign.
Getting quality leads has never been easier! When Google allowed real estate companies to advertise on Local Services in 2010 it was revolutionary because it allowed for agents to compete with larger online portals such as Zillow or Realtor.com where the user experience was lackluster at best and oftentimes misleading. Nowadays, large online portals still exist, but there is no greater way for an agent to get their name out there than through paid search marketing campaigns using Google AdWords especially since local SEO has become so vital over the past few years (and will continue to be in the future).
How can real estate agents use LSA? There are many ways that real estate companies can use LSA’s, but there are two main ways I see them being used. The first way is for local SEO purposes and the second way is for lead generation purposes. Local SEO: If you want to rank well on your local SERP, then having a Google Places account is key because it allows you to show up on the map results when someone searches with their GPS-enabled phone or computer, – this will be their first impression of you.
The only problem with Google Places is that the listings are often not as comprehensive as they should be and will often times even have incorrect information on them – this is where LSA comes in. Lead Generation: Even if someone is searching online for a service, they may not know who to call or what to do next. By using LSA (and some other PPC platforms/advertising) real estate agents can drive traffic directly to their site where they can offer a free quote or show clients how much it costs to work with them. If you want to learn more about Google Local Services Ads and how your agency can start utilizing this platform, then I highly recommend checking out our recent video, see below, on the subject, which can be viewed here:
– LSA advertises your property to people who are currently searching for homes and are not necessarily in your area, whereas a Facebook advert can only be viewed by users who have actively searched for the content you have posted.
– The cost of an LSA advert is usually much lower than a Facebook advert because it does not require viewers to click through to another page before viewing your advertisement.
– Since the demographics on LSA are so specific, you will find that the audience matches exactly with your ideal customer – leading to better conversion rates.
We have been getting more and more questions about how to get yourself showing up in the Local Search Results if you are a real estate professional. The two most effective ways are having a system of getting great testimonials from your clients or people in your local area that have known you and have done business with you. The second best way is producing what we call quality and informative “Real Estate Agents Content.” This is an effort to provide useful information about local search engine optimization to real estate agents and other local business owners.
We feel LSA’s offer some of the most exciting opportunities for an independent local real estate agent to be able to level up their digital presence so it can effectively match the big boys like Zillow and Red-Fin. However, you really need a holistic approach to your digital online marketing to get the most out of this exciting platform. We at Mail-Right are dedicated to helping agents get the most from the real opportunities that Google LSA offers. If you want to know more about how the Mail-Right system can help you all you have to do is book a free consultation and demo here:
Having a Google Business Profile (formerly called Google My Business) is one of the most important steps you can take as a real estate agent as it pertains to marketing your business and is the most important first step connected to getting ready to use the power of Google Local Service Adverts.
You want people to find your business when your target customers search for your services and products on a search engine like Google, don’t you? So if someone asks Google for “real estate offices near me,” or “real estate agents near me,” this is the local SEO (Search Engine Optimization) that will show up.
We’ll go into more reasons why you need a Google Business Profile (GBP) below, but we wanted to start off by asking if you’ve ever Googled yourself? If you haven’t, take a minute right now and click here: Google myself, and then come back (also take this step if you haven’t Googled yourself in a while too). What populated in your search? Whatever is showing happens to also be the online marketing that Google is displaying about you. Now, let’s review why having a GBP is so crucial, as well as some of the basic, but important, intentional steps you can take to get more SEO out of it.
This is an online listing for your business specifically on Google. Although there is a free version everyone should take advantage of, you should also consider utilizing the optional paid ads through Google that we’ll briefly go into later.
Google is the largest search engine in the world…need we say more? In addition, you want a GBP because you want to grow your business online, reach more people and get more leads…right? Another reason is that if, or when, people Google you (or your business), they’re more than likely going to see what you just saw when you searched for yourself. This might be a positive or negative experience depending, so you might as well control what is seen by what you develop with your GBP listing for your company.
It doesn’t cost anything (except for some time and knowledge) to get it set up and to use their basic services. However, there are options within a GBP that do cost extra if you’d like to, but it’s not required.
As we mentioned, you can create your own listing either by yourself, or you can have a company like Mail-Right set it up for you (it’s also included with all of our plans because we understand how powerful this is for you and your business). There are some nuances and details when setting up your listing that you’ll want to consider and take advantage of, so if you’re not familiar with the local SEO, utilizing keywords and what ranks best in your industry and area, you should probably have someone like us create it for you so you can maximize the results vs. hoping you set it up correctly. However, don’t be afraid to try to create it on your own too…it’s all about ROI (your return on investment) and your availability.
Go to: business.google.com (It’ll look similar to the illustration below.)
Navigate through each of the tabs on the left side and become familiar with them. You can also begin to add the necessary info in each tab where you’re able to. These are the tabs you’ll see: Home, Posts*, Info, Insights*, Reviews*, Messages*, Photos, Products*, Services, Website, and Users. Take note: The tabs that have an asterisk * next to the above means that you will be limited on what you can do in those tabs until your account is verified.
The Info tab is perhaps where you’ll spend most of your time should you tackle this project on your own.
Business Location: The first part in the Info tab is your business location. Depending on your local real estate regulations and guidelines, this will help you determine if you should use your home address or work address. (Please ask your brokerage for guidance on this matter.) If you choose to use your home address…do you really want the general public to know where you live, even if you work remotely at home?
It’s probably not the safest option either, and again, it may not be within your local guidelines, so it’s something to consider. If you work for a brokerage and don’t have your own office address, you can either add your brokerage address, or clear your address as we illustrated above, and move on to the next section which is your Service areas.
Google Business Location Requirements: Even when your business doesn’t want to display an address in the listing, Google requires a mailing address for the business. While in the Info tab, click the Address section, and in the window that appears, scroll down and simply select the box next to the “I deliver goods and services to my customers at their locations” option, and your business will have a listing without an address.
Virtual business addresses are allowed and can be registered for a Google Business Profile without violating any rules. In fact, a virtual business address often provides more legitimacy than just listing your home address online without going through the appropriate steps to register with Google Business. If you’d like more information about this, let us know in the comments below and we can further assist.
Yes, do the following:
Step 1: Log in to Your Profile
Step 2: Click the “Info” Tab
Step 3: Click the Pencil “Edit” button (next to your location address)
Step 4: Select “Clear Address”
Step 5: Click “Apply”
Step 6: Confirm that your address was removed
Verification! If you’re noticing you don’t have access to some of the tab information and editing, it’s more than likely because your business has yet to be verified. Be sure to go through this process by clicking on any of the verification links that Google provides in your account in multiple areas. Once you take those steps, Google will send you a postcard with a pin # on it.
This pin will be used inside your account to verify that it’s you/your business at that location. Again, you’ll be a little limited on some of the options during setting up your profile until verification is approved. Any edits after you save your listing will also not appear until you’re verified. Be aware, the verification postcard is exactly that, a postcard, and it’s rather unassuming and very easy to get lost in “junk mail” and such.
The next section to focus on in the Info tab are the main areas/locations you service and sell real estate? This is extremely important and is also where Googling: “Realtors in Reno” or “Realtors near me” will populate those who have their GMB properly set up and fully complete, as well as a few additional things they’re doing to get them on top (that we can assist with).
Hours of Operation:
This is your own choice if you want to be available 24 hours or during certain days and times unless, of course, you have an office location that does have specific hours of operation. These times and days can also be changed and edited at any time. Something to consider if you’re virtual or focus more on a service area rather than an address location is if you choose to not be open “24 hours.”
Prospects will potentially move on to the next agent if they’re viewing your GMB listing after hours and they’re ready to get the information and resources they’re looking for.
Simply add in your phone number and turn your call history on. This also allows you to track the calls you’ll be receiving from your GBP.
If you don’t have a website, then Mail-Right can help you with this too with one of our plans you can find here that are specifically for real estate agents and brokers. Mail-Right’s websites will provide you with the SEO you’re wanting and needing, and complement your business on Google and other search engines.
This is also a crucial area to focus on. Add in the services that you provide as a real estate agent such as Real Estate Agency, Real Estate, Realtors, Finding a Home, Listing Your Home, Selling Your Home, Buying a Home as some examples.
From the business:
You can add attributes to make your profile even more relevant. For example, you could choose “Identifies as women-owned” and add “Online appointments” to your service options.
The bottom section of the Info tab and the From the business area is the description of your business. This does show up on the Google searches under your business listing, so if you scroll down under your listing, you’ll see this description. Be sure to use search terms and keywords in this in an organic way to maximize the SEO, or we can do it for you with one of our plans. You can add up to 750 characters in this description.
Moving on from the Info tab is the Reviews tab. As you probably know, these are the testimonials and recommendations from your clients. People check Google reviews – this is a fact! In fact, over 80% of people trust an online review as much as a personal recommendation. In addition, the more reviews you have, the better ranking you’ll receive from Google. You’ll also get to a point where you will populate in searches higher than your competition because of the reviews you’re receiving. Be sure you’re replying to your reply to your reviews in a timely manner.
Use cordial communication, thank them for their input, and especially for the good reviews, be direct, use keywords, and continually use “…best Realtor in ______” (add the area you service) in your replies so that adds Google juice to the search algorithms. “I’m humbled by the fact that you say I am the best Realtor in Reno…” for instance.
What about bad reviews?!? Google likes when you’re directly on the replies and that you give the person the opportunity to reach out to you so you can find out more about the situation and see if you can grow from this experience and improve in any way. Thank them for the feedback, and maybe a few details about the possible reasons they maybe had a less than exceptional experience. You can also ask some friends to honestly add reviews after the bad review to counter it. There are always legitimate reasons why you may have not met the person leaving the review’s expectations.
You may not have been willing to overprice their home, or maybe they put you in an uncomfortable situation. As best you can, share this so when people read through the reviews, they’ll see your response. Most of the time, you’ll probably find that there are very few replies back to the responses you give to your reviews, whether good or bad reviews.
Compile your reviews, testimonials, and recommendations in a document or form that you can then also bring to your listing appointments. You can organize them based on what you know about the prospect. If pricing is important or a timely sale, but those reviews upfront so they can glance at them and it’ll relate. After your listing appointment, you can leave them a little gift, let them know their home is beautiful and that they’ll be making their neighbors proud by having you sell their home for them…then include those reviews that you have saved in a document form.
Also, you want to take advantage of your happy customers at closing, and ask if they are open to you sending them a few simple links that help you grow your business. Let them know that you’d like to also share their testimonial with other people so you can help more people as you did for them. Then, follow up with an email and/or text to your happy clients on closing day with those Google, Facebook, and Zillow Review links to make it easy and convenient for them. Make sure they know it’ll only take a couple of minutes and help you a lot!
Include the closing disclosure/settlement statement since they’ll need it for their taxes. You can always give them a few ideas on what they can share, but really…what made this a successful and pleasing transaction? What simple details can they add to it that they loved about working with you? Take Note: You don’t want every review to have the same type of copy on it, so be careful about this because Google is looking for genuineness with these reviews, so duplicate review text will possibly trigger some negative juice to their algorithms.
Reviews Pro Tip: Google Business has a link for you in your account that you can use in your emails and texts with your clients. If you go to your Home tab, scroll down and you’ll find it under the Performance section if it’s your first time using it and you don’t have any reviews yet, the section will say: “Get your first review” and you’ll click on the “Share review form.”
Photos are a really important factor in your business account. You’ll want to try and add at least 100 high-quality photos and even videos, that will market you positively. Photos are proven to drive more customers, and Google says that people are 42% more likely to request driving directions to a business if its Business Profile has photos, and 35% more likely to go to its website. Don’t be afraid to use the Google Business app on your phone or mobile device…it’s convenient, accessible, and makes life easier for you and your marketing! Don’t have 100 photos to add? It’s OK to build this up over time. You can also take photos/screenshots from your other sites that you have reviews on and add those to your GBP listing, such as your happy clients at closing or in front of their new home, new listings in the area that you have permission to share, parks, trails, outdoor recreation areas and the like. What are things, people?
In this post we have tried to give a clear and simple road-map connected to how you setup your “Google Business Profile” and also give you some insights on whay its so important to spend time and engery on this if you a real estate agent professional. One of the great things about this is that Google is offering all this power and free promostion to you for free also by seting your Google Business Profile the correct way you be of about 10% of agents that claimed and spent any time connected to setting up and configuring their Google Business Profile. Also it the fundemental first step you need to do if you plan to use the power of Google Local Service Adverts which in our option one of the most powerful and affordable ways you can get quality local leads at the present moment that really turn into commision checks!
If you’re wanting to be successful in 2022 with your real estate business, then one can’t deny that social media needs to be at the top of your list, and for multiple reasons. Now, we know from experience that there are agents all over the spectrum with this. Some of you have absolutely accepted the fact that social media is here to stay and it is in fact, already producing leads with the effort you’re putting into it.
Others perhaps, realize that it’s a “necessary evil” in order to stay in business, but aren’t certain what steps to take, and are maybe overwhelmed. And we’ll leave out another group that very few can relate to who have been doing real estate for decades, and they just don’t care about social media because they have such a large network of die-hard clients, and they’re looking to retire soon anyway (and then you can capitalize on obtaining their clients with your awesome social media marketing and branding skills).
So are you ready AND wanting to maximize your real estate brand on social media this year? If yes, then you’re in the right place because we’re going to give you five quick tips that you can start to immediately put to use, which we also hopefully inspire you to take the next steps on a successful real estate adventure.
#1 Brand Yourself
Social media is more than just about you…but it’s important to remember that you are the brand! It’s like that saying: “Your smile is your logo, your personality is your business card, how you leave others after an experience with you is your trademark.” Branding is crucial to your local market. To clarify, branding is the “why” people hire you, while “marketing” is the vehicle or tool that’s going to help you distribute your story and brand to them. Possibly contrary to today’s real estate logic, you need to find a niche (we also discussed this in our other video Five Best Real Estate Marketing Videos and Tips for 2022 if you want additional details).
The more focused you are, the more you’ll be able to connect to people, the easier it will be to integrate it into your social media, and the more leads you can generally generate. To give you some ideas on what you can create a niche for, here are a few to consider: Geographic areas, neighborhoods, certain types of clients or demographics, different types and/or styles of homes (luxury, ranch and land, condos, farms, townhomes, single-family, barndominiums…and/or Craftsman, Colonial, Cape Cod, Victorian…you get the point).
#2 Choose Your Social Media Platforms
One of our philosophies at Mail-Right is: “Do a few things and do them well.” You can be a jack of all trades, master of none, or a jack of few trades, master of one. We’d prefer that you get good at 1-3 social media platforms, versus trying to take on doing 7 different social media platforms and sucking at all of them. Select a couple of them, and then put your attention on those, trying to master one of them. Once you master one of them, move on to focusing on the next, conquer it, and so on. Before you know it, you’ll get really good at 2-3 platforms, and you’ll notice the return on your investment increasing!
When people ask us which platform they should start with, we simply encourage you to start with what you’re already on and familiar with. For most, this would be Facebook or Instagram. Both are owned by Facebook, and both basically have every generation on them for the most part (that are purchasing homes anyway). The third platform one must consider is YouTube. The other reason we suggest these three is because you can repurpose your content and copy on them rather easily. We’ll go more in-depth about these in #4, so keep reading. One last thing, be sure to familiarize yourself with the technology and tools that are available to you from these platforms. You can do a lot nowadays with the free apps they provide, as well as their desktop tools, so take advantage of them.
#3 Social Media Needs to be About YOU
Before we get ahead of ourselves, you need to know that there is a fine line between making it ALL about you, and having your branding and social media represent you and who you are. Remember that it’s called “social” media for a reason, so give people a backstage pass to what your life is like as a Realtor®. You cannot afford to be an invisible agent if you want to be a successful real estate agent. Plus, people want to know what it’s like to be you, what you do, what it takes to juggle your busy schedule, where you hike and go on walks, books you’re reading and why, houses and features in houses that you love, if you have kids or are married or have a dog, how you overcome the challenges…you get the point
Also, don’t forget that you need to make your clients and prospects the heroes in your story. We’re currently seeing a lot of the same posts from agents on social media that are a single, static image of all the homes they’ve sold this past year…and wow…what a missed opportunity! Who’s the heroin that? Besides no one being able to see what those houses actually look like because it’s so small, nor if they’re really that real estate agent’s homes they sold; what if instead, you made a quick, little video with the homes and the happy clients of those homes…do you see the difference here? This is what we call a “two-for” because you’re branding yourself, but also highlighting your happy clients
! A little more strategic and intentional effort can go a long way. A static image with 50 homes on it will not connect to a consumer’s emotions like a home that pans to its happy clients…can you feel that difference even just reading this? Imagine if you have multiple shots of homes and happy clients that you can include in this video that’s even more impacting! In addition, the algorithmic weight that you’ll be putting out there will be much greater, you’ll be connecting to people on a much deeper level as they see and hear your happy clients laughing and smiling, and you will in turn also reach more people, get more engagement, and increase your SEO. Does this sound like a good return on your investment?
#4 Know About the Different Social Media Platforms
We previously mentioned three of these platforms that you can focus on (Facebook, Instagram, and YouTube), mostly because you’re already on them. But know this about social media: It’s a pay-to-play game now for the most part. Organic reach is next to nothing on most platforms, usually between only 1-7% at best research shows. And if you have the average number of followers (300-500 depending on the platform), then that’s a “whopping” 25 people you might be reaching with all that hard work you put into creating a video post or Story.
So what’s the solution? How can you strategically use one or more of these to market your real estate business? One important factor is to understand if the platform is aimed at short-form or long-form videos. Short-form can be 15-60 second videos for Stories and Reels for instance. Long-form videos would be more for YouTube, and even Facebook allows these. Once you know the difference between short and long-form, you can create your videos specifically for that platform, then repurpose it for the other platforms (we also discussed this in our other video Five Best Real Estate Marketing Videos and Tips for 2022 as ”batching,” if you’d like to learn more). Which platform are you going to focus on and master? The easy answer for most is again, the one you’re most familiar with. Here are a few highlights for each:
#5 Be Prepared
It’s been said (and we agree), that if you fail to plan then you plan to fail. Don’t fall into this rut. If you’re ready for the challenge, then create yourself a basic social media calendar and content library or folder system. If this is too overwhelming (we know it is for most, or you don’t have the funds to hire someone to do your social media management), then consider the Mail-Right program which does this and more, but isn’t overwhelming. Here are a few more tips that will help you amplify your branding and marketing with your social media:
When it comes to being successful in real estate this year, then implementing these five crucial tips will help you maximize your branding and marketing efforts, so you can generate real leads and get the return on your investment. Remember to brand yourself, know which social media platforms you want to master and get good at, and balance out making it about you (but also make your clients and prospects the heroes in your story). Integrate those short and long-form videos on the appropriate platforms you’re working on, and be prepared by integrating the above information. We’d love to hear what you think and if you have any questions. Which area is the most difficult for you? Which do you think you can accomplish? Lastly, let us know if you’d like to schedule an appointment so we can walk you through a demo of our Mail-Right program if you’re needing help with the above too, and are ready to step up your real estate game.