Real estate may be about “location, location, location”, but it’s a competitive business to market regardless of where you are. Whether you’re a large company or an individual realtor, finding your place in such a saturated market can be difficult. Realtors often fall into traps they don’t even realize they’re in, and that’s where professionals can help. Resolving these common mistakes so you can focus on closing deals is the main reason real estate marketing companies exist. In our 30 years of marketing highly successful clients in the industry, we’ve compiled three crucial tips to prevent frequently-made mistakes in real estate marketing below. If you are already finding success with your current marketing, capitalize on it, but never stop identifying new opportunities.
#1 Differentiate – don’t emulate your competition.
The first major mistake that most companies make, in almost every industry, is thinking that what worked for another brand will also work for theirs. Your real estate business has unique strengths that you can talk about to stand out from the crowd. Use them. Positioning your business as the leader in a particular niche or simply playing to your biggest selling points are the best ways to find the right clients. You should be inspired by the success of others, but never try to mimic or fit your brand into their marketing strategy. Make your own mark on the real estate landscape and clients will find you and appreciate you for it. You have to know who you are before you can expect customers to. This brings us to our next point.
#2 Stick to the marketing plan – don’t chase ideas.
Marketing plans are the strategic roadmaps to achieving your goals. It’s what you use as a reference before making every marketing decision and before launching any creative campaign. The only time your marketing plan should change is when your business’s objectives do. In the same way that you shouldn’t copy what other real estate companies are doing, you shouldn’t get carried away with “cool” new suggestions that grab your attention. Creativity is most effective and natural when based on a sound strategy. Any marketing should reinforce that strategy, or else you are risking both your budget and time. Don’t gamble on great ideas. Get the ROI you deserve by taking the time to create the best possible marketing plan first. A SWOT analysis is a great place to start, but there is more that should be considered. Real estate marketing companies can provide you with the expertise that can help position your company and create a marketing plan you can be proud of.
#3 Hit the target – don’t hit them over the head.
There’s a fine line between “just enough” and “too much” marketing. Your brand needs to be present enough to be seen, but not seen enough to be perceived as excessive. To enjoy better results, focus on quality over quantity. Less is more, but only if each piece is providing you with a good return on your investment. Again, it comes back to points #1 and #2. Your positioning and strategy will set the tone and pace for the target you are trying to reach. Which audience matches your specific real estate brand? Find them, learn them, and then speak to them in a targeted manner. Keeping track of key performance indicators (KPIs) will help you analyze your results to see how you can improve your marketing and make the most of every dollar spent. This is another way that real estate marketing companies can help. Not only do we optimize your website to show up on the first page of Google, establish and manage social media accounts to attract the best followers, and create content across all media platforms… But we also provide analytics to maximize your results and minimize your costs. If you want the best ROI for the time and money spent, real estate marketing companies like Strategic Marketing can help.
Why choose Strategic Marketing?
Strategic Marketing has provided solutions to the most prestigious names in real estate, in South Florida and beyond, for well over 30 years. Our clients have enjoyed game-changing results from the marketing strategies developed together, campaigns established, and work done for their organic digital traffic. From MLS copywriting and Website Development to Television Production and SEO (search engine optimization), Strategic Marketing can adapt our tone of voice to suit any brand and speak confidently on their behalf. And we’re not just limited to designers, builders, and agencies… Unlike other real estate marketing companies, our expertise spans the entire industry – including niche services that support real estate companies, landlords, property managers, and investors.