Your goal statement should include how you are planning to reach the goal and how you will measure your progress. After youve compared brokerages, you also want to explore the activities of specific agents and their marketing strategies. (Only if you want to get insider advice and tips), Elizabeth Kraus has more than a decade of first-hand experience building and growing a boutique digital marketing agency and double that in small and mid-size business marketing management. Sellers love to see their homes in print, and nothing does this better than a simple newspaper display ad. You might think its just for kids, but TikTok is growing by leaps and bounds and agents are successfully using it to market listings. Youll demonstrate that you are working hard to sell their neighbors home, and give them another reminder to tell their family and friends about your listing for sale. Video tours are not just for luxury listings. Lastly, post to your Story. Similar to Pinterest, Instagram is all about images. Post your listings in local Facebook groups that feature homes for sale and agent groups. If youre a new agent, your goals can be a bit more general until you have a better understanding of your business. What are the public and private schools, where is the shopping, and what are the crime rates, walkability, and commute times. See the example below for the East Village in Manhattan, New York City: Home prices and market trends from Redfin. Identify your unique selling proposition by taking advantage of what you have learned and bringing something unique to the marketplace. For example, rather than targeting all of Manhattan, choose a real estate farm area comprised of one or two neighborhoods, like the Lower East Side or East Village. Be on the lookout for the following tactics: What your competitor is doing wrong is not always an obvious mistake, but rather something that they lack. In addition, consider implementing new strategies and tactics throughout the year so you dont feel overwhelmed trying to complete all marketing plan items at once. If your goal is to sell a home quickly, be aware that this is risky. Reassess your plan at least once a quarter to track progress and make adjustments as needed. If youre still at loss for real estate marketing ideas, take a look at Fiverr. Provide a free staging consultation or full staging services. Agents often dont think of pricing as a marketing strategy, but it is the most important one of all. The secret is to link them back to your lead capture page so motivated buyers can quickly get in touch with you. I once sold a million-dollar apartment building from a three-minute presentation! Virtual staging can help buyers envision an empty home with furniture. Let the freelancer know your preferences, style, and vision so they can complete a custom design for your marketing needs. Have great food and drinks and maybe even provide them with a small gift for attending. They cannot yet afford an apartment by themselves but are looking to live together in a two-bedroom close to transportation. Read more about defining your unique selling proposition, or USP, with our guide, Unique Selling Proposition: Definition, Examples & Benefits. Fortunately, companies like Upwork and Fiverr provide copywriters for as little as $40 an hour. If the cost of a display ad is prohibitive, look into smaller or specialty newspapers that cater to a specific demographic, region, or neighborhood, as they often have lower pricing. While it is a very passive way to market your listing, it shows the seller your commitment. Client relationship management (CRM) tools like LionDesk can assist with organizing and segmenting your personas. For Aspiring A-Listers, focus on roommates and newly graduated students relocating to the area for a job who are looking to rent rather than buy. f,% p'R'IgGiB| )*$` C ?*kr _Z You should plan to implement a combination of mediums and tactics to get as much exposure for your business as possible. Download our free real estate marketing plan template and use it to outline your own goals and strategies as you read this guide. Nothing impresses a seller like a list of hot leads! 3D floor plans allow buyers to virtually walk through a property room-by-room and rotate the floor plan to see its overall dimensions. 3D floor plans start at $99 from providers like Virtuance. Bright, clean, branded signs will not only attract prospective buyers driving by, but will also be a reflection of your professionalism. Compare other brokerages to yours and understand how their brokerage works differently from yours. Download the template and use it to outline your marketing strategies, income goals, and timeline. Or if a competitor specializes in high-rise rental buildings and your brokerage primarily lists single-family homes, your target client base will differ significantly from the competition. Do they specialize in working with buyers and sellers or renters? While we have specific tips below, there is one tool to help you establish yourself as a luxury agent and market that multi-million-dollar property: Luxury Presence. Great information and lots of it. Instead of having a free-for-all in the home for three hours, each interested party is directed to schedule a private tour of the property. If your MLS doesnt allow you to feature 100 photos, then host them on an individual property website. +XC!RR5E<5w8I fx\Rq kh+l s yOj`K%,Q=f1 Examples of marketing channels to prioritize in goal setting (Source: Smartinsights.com). As the year goes by, if you feel that your goals are a bit too lofty, or not lofty enough, feel free to adapt and rearrange to fit your real estate business. Facebook (or Meta) offers a suite of options, including Facebook Messenger, which could be used to promote an open house or the listing itself. Its no secret that many New Yorkers buy vacation homes in Miami, so dont just advertise your oceanfront Miami mansion locallyplace your ads in magazines, newspapers, and online, targeting customers in The Big Apple.. Decide which is right for your business and add this expense to your real estate marketing plan. In addition to home prices and market trends, knowing the demographics of your target area solidifies your position as the neighborhood expert. That way, if you need to make a price adjustment, you can do it in time for the buyers agents to schedule a showing for the weekend. For example, if your farm area is the East Village, you can segment your audience into what Claritas calls Aspiring A-Listers. These are people defined as lower-midscale older people without kids and Young Digerati who are wealthy younger people, mostly with kids. It works by placing and triggering cookies to capture the IP addresses of your website visitors, then tracks them as they interact with your business online. Now that you have your listing flyers, door hangers, and just-listed postcards, distribute them in person to the neighbors by going door-to-door. Sharing beautiful photos of your listings will attract homebuyers and show sellers that you take real estate marketing seriously. gG Or instead of talking about the beautiful golf course, take them on a tour of it with a drone. Over the past decade, some countries have experienced skyrocketing wealth, and many foreign buyers want a piece of the American dream. Do some research to identify who is sponsoring events and advertising in local stores and restaurants. Each appointment is 15 to 20 minutes within a three- to four-hour period. Placester is specifically designed for real estate agents. If your MLS doesnt offer syndication, you can do it yourself through ListHub. This is especially true If the listing property is on the border of two MLS areas, or if the property is outside of a larger city and you want to attract that citys agents. The low cost of high-resolution cameras and drones means you can create images of the homes like never before. Fit Small Business content and reviews are editorially independent. You cant market your luxury home with flyers printed on 20# paper stock on your home printer! If digital advertising is something youd rather outsource, consider an agency like GenerateAgentLeads.com that specializes in Facebook advertising for real estate agents. Learn about how predictive analytics work, how SmartZip harnesses them to produce results, how much it costs, and ultimatelywhether its the right tool for you and your business. Ultra-luxury homes (homes over $20 million) can be even more challenging. She provides expert answers to marketing questions related to branding, content marketing, web development, email, social media, and SEO. Twitter VLpk(ql5uQD5NPT |RAa $(! Send email campaigns that provide a link to your virtual tour videos and show them during listing presentations. Two, it ensures the agent on the other end of the transaction is professional and ethical (assuming, of course, that all agents in your office are professional and ethical). She could have chosen a larger home and driven to the beach, but she would have missed out on the surfer lifestyle. When creating videos, writing listing descriptions, producing flyers, postcards, social posts and ads, or other real estate marketing materials, keep the target persona in the back of your mind to effectively communicate to that audience. A single property website is more than just a listing marketing tool. Take a look at the examples below for inspiration: Market Leader can assist you with both online and print marketing mediums with an all-in-one customer relationship manager (CRM) and marketing system. Redfin has extensive reports that you can access to see the trends in your area. Your real estate marketing plan is not a set-it-and-forget-it exercise; it should be a living document that continues to be adjusted over time. Results are also shown relative to years of experience, and you can narrow your research by state if you create a free account. One, it gives your office a chance to sell the property and increase your brokerages market share. The standard pricing model is to price the home slightly above the last sale by comparing the subject property to recent comparable sales (or comps) and adjusting it for market appreciation. A geographic farm area is the ZIP code, town, or city where you will focus the majority of your marketing efforts. Sign up to receive more well-researched real estate articles and topics in your inbox, personalized for you. Likewise, if theres a gap in the market for a certain home type or target audience, reach out to that niche. And dont forget to add it to Facebook Marketplacewhich is an outstanding option for affordable properties and condos. By understanding the basic makeup of your market, you will be better able to speak to your core audience through your marketing materials and convert them more effectively. Whatever your overall income goal is, it ties directly into your real estate agent marketing plan because, without income, you will not be able to afford business and marketing expenses. Maybe this listing is a perfect upgrade for one of your past clients. Following a marketing calendar can keep you on track to meet your goals. Create marketing materials with educational content to inform those who want to break into this market. This is remarketing at work. Even the most meticulous sellers homes need to be decluttered, organized, and sometimes updated. What strategies do you use in your own real estate listing marketing plan? Take a drive or bike ride around your target location and make note of the real estate marketing efforts you see in the area. Radio marketing works especially well for unique listings like waterfront homes, farms, and equestrian properties. Marketing a luxury home is different from marketing your run-of-the-mill suburban home. To save some Benjamins, join forces with other listing agents to purchase ongoing display ads to feature your prized listings. In order to target a specific audience with real estate marketing materials that will interest and engage them, you need to know the common traits and characteristics of the people in your farm area. Period. According to ZipRecruiter, the national average salary for a first-year real estate agent is about $88,000, but this number varies based on state, location within the state, and median home prices in the area. In many rural markets, the radio is the best form of marketing. John, you can download the template in the article. It needs to include specific, measurable goals and strategies to reach their intended audience, build their brand, and ultimately, achieve their income goals. We have affiliate partnerships with these companies and make money when we feature their products on the site. Remarketing is said to beat all other ad placement strategies with a 1,046% efficiency rate. When creating your marketing materials, youll then be able to create marketing materials that speak specifically to their interests. Elizabeth Kraus has more than a decade of first-hand experience building and growing a boutique digital marketing agency and double that in small and mid-size business marketing management. Individual agents, teams, and brokerages alike need a comprehensive plan for real estate success. Write a personal, polite email inviting them to see your listing. This will give you a general idea of how to plan your goals while being realistic to the industry standards for first-year real estate agents. ) Download Your FREE Listing Marketing Plan. Plus, you know youre hitting the right audience. Even better, if you add a Facebook and Google pixel, you can capture your site visitors IP addresses for future remarketing ad campaigns (see #20). Open houses have long been a staple in the real estate agents listing marketing plan so plan to include at least one of the following types of open houses. Its an essential guide that lays out where, how, why, and when you will promote your clients home for sale. Make no mistake, deals get done in these meetings! Consider using a real estate marketing company to review or refine your plan and provide metrics on your progress. Sold for more than $100K over list price $5,100,000 in Charlottesville, Virginia#luxuryrealestate #countryside #estate. I have a cousin who chose to live in a half-a-million-dollar, 500-square-foot condo to be around other surfers like herself.