THE POWER OF MARKETING ‘YOU’
As real estate professionals, when we think of the term ‘marketing’ it tends to bring ‘Property Marketing’ to mind.
Although this type of strategy is important when it comes to selling or leasing a property, marketing yourself is just as critical.
You see, implementing a good marketing strategy will help to raise your profile and position you as the preferred agent in your marketplace.
The key to doing this successfully is by first of all getting really clear on exactly what kind of brand or profile you want to present to the public. Then, you need to align all of your marketing materials, communications and messages with this image.
Ask yourself right now: “How defined is my profile and the position I want to own in the marketplace?”
If you are not 100% clear on this, you need to do some work on developing your ideal image.
To do this, consider:
- Which area do you want to specialise in?
- What do you want to be recognised for?
- What reputation do you want to have?
- What would you want someone in your marketplace to say about you as an agent?
The clearer you are on these points, the more congruent your message will be across the board.
Here are some other points to keep in mind when it comes to marketing yourself as a real estate professional:
- Focus on building two (congruent) profiles: one for the online space and the other for traditional marketing communications. You’ll need a good balance between both!
- When it comes to online marketing, think about what people will find when they search for you on Google. What does your profile look like on your agency website, LinkedIn and other social media platforms? Are they consistent and congruent?
If you’re posting on Instagram or Facebook, don’t simply upload new property listings as you would on the company website. Use this platform — and your posts — not to dump data on the people in your marketplace but to start conversations with them.
“Check out this view!”
“Wouldn’t this be a great kitchen to entertain from!”
- Become a living, breathing part of the community in the area you want to be known in — don’t be a secret agent! Get out there, show your face and interact with the people in your marketplace!
- Frequency builds trust — and familiarity. You see, branding isn’t something that happens over night. It’s developed over time and so being consistent and frequent with your communications to the marketplace will, over time, grow your profile and brand.
- Communicate your results, whether it’s in an email or paper bulletin — or both. You can also position yourself as an authority in the marketplace by distributing a quarterly report on what is happening in the area. What has sold, what has listed, what is happening with price and how it compares to one, three or five years ago? Make all of the information relevant to the clients in your target market — you’ll experience a much higher readership if you speak their language.
- Invite your marketplace to experience your services and attend your events. Appraisals, information nights, open homes, auctions — all of it.
- Develop a marketing calendar, which maps out and schedules all of the online and traditional marketing activities and events you will implement over the next 12 months. Break it down into regular newsletters, social media posts and other seasonal communications that will help buyers and pipeline sellers bubble to the surface.
We encourage you to have a discussion with your team about how you can enhance your profile and position yourself as the preferred real estate agent in your marketplace!