Marketing is a combination of knowing your strengths, understanding your market, and knowing how to tell your story; it’s equal parts Brand image, and knowing the right way to share your mission, so that you can ultimately spread your message. Whether you are a highly specialized Real Estate agent or appeal to the masses, it’s important to understand who you’re speaking to and choose your words carefully; take the time necessary to strategize, and discover what works best for your audience.
Whether you’re just starting out as an agent or broker, switching firms, or looking to grow your business, you need to know who you’re going after – and this starts with asking yourself the right questions:
Do you have a specialized knowledge within the real estate market?
Mortgages, antique homes, luxury selling, new constructions, etc.
Where does your experience lie? What do you enjoy?
Take a look at what you’ve done so far – do you enjoy this sector, are you good at it? Is there something else you want to expand into?
Which audience sector do you see opportunity with?
Empty nesters, millennials, renters, international, etc.
What does your geographical market offer?
Who are the types of people that live there? What is the real estate frontier made up of – rentals/condos, high-end, subsidized, etc? What cultural and economic factors contribute to your market’s landscape?
Ask yourself these questions and be open to diving into these conversations; you may be intimidated, and you may learn a lot, but ultimately it will lead you to define some clear cut answers; use this newfound knowledge to forge a new pathway for your real estate business. This is the groundwork. Walking ahead, you should be able to say…
I am experienced and knowledgeable about selling coastal homes to new, young families; with the recent tech boom in the Boston seaport, more millennials and single young professionals are looking to buy in the city suburbs, expanding my potential client base. Moving forward, I can maintain my current clientele, whom I have a proven success record with, and expand upon it with a similar crowd that may have slightly different deciding factors but the same real estate interests.
Now that you know who your market is and where the direction of your opportunity lies, it’s imperative to understand how to connect with your market.
Learn their interests, goals, and life stage; understand their real estate wants and needs, how they search, what they look for in an agent and what qualities are important to them from a business standpoint.
Let’s build off of our previous example:
Knowing that 94% of millennials search for real estate online, and 71% search from a mobile device, I need to make sure I have high quality photo and digital content for my listings online; my website and property sites need to be mobile friendly, allow for easy contact/lead gen, and easy search. Knowing that many millennials are tech-savvy, I want to have a strong digital presence, and present a modern, approachable Branding image. Additionally, many of the people within my market work in Boston, they value an easy commute to work, a cultural, safe community with restaurants and shops, and prefer newer constructions.
You’ve done your research in defining and learning the in’s and out’s of your target demographic; you recognize their search patterns, real estate knowledge, and overall needs and wants. Now it’s time to craft the perfect message; the statement you represent and make is equally as important as the vessel and medium in which you reach them.
Be Direct. While some agents have a broader reach than others, there is still an overarching factor that the mass audience is attracted to; showcase what your service provides with clear, targeted messaging.
KR Coastal Real Estate: an innovative approach to real estate for the modern homebuyer.
Choose Your Words Carefully. By truly understanding your market, you need to discover what trigger words they respond to as well as how it’s delivered; it’s easy to overdo it when trying to relate to an audience you may not necessarily be a part of, so run it by your team, friends, or colleagues and get a second pair of eyes on it.
Find the Right Vehicles to Deliver Your Message. You spent time learning about your audience and crafting your message points, make sure it reaches the right people! If you are selling to young people, don’t advertise in the local paper; if you are speaking to older, empty nesters, don’t spend money on Instagram ads. Utilize a variety of mediums to implement into your marketing strategy, while maintaining a progressive approach.
For example, say you have a listing that could potentially interest the young professional group, or retirees looking to downsize; using a marketing tool like our Property Site, allows you to digitally promote and market, but also gives you the added benefit of a domain name. Put it on a sign rider outside the home, or advertise in the local magazine with the direct link.
It’s amazing to see how simple tweaks within your messaging points can completely change your outreach and marketing success rates. Identify, educate, and understand your target audience and market opportunities, then tailor your messaging and marketing strategy around that knowledge to gain better results.
For most people, 24 hours simply isn’t enough time in the day; we manage work responsibilities, anticipated and unforseen, juggle family, kids, and the headaches in between, and when lucky,