The 5 Secrets of Successful Real Estate Ads

In any business, figuring out the most ideal way to market your business is one of the keys to success and growth. While we can always point to other similar businesses that have come before us, it is best to find our own path and carve out our own specific niche for ourselves. Even though the housing market fluctuates like waves in the ocean, one thing stays the same- the need for real estate and the customers willing to buy it. Here are 5 secrets of successful real estate ads.

1. Reference customer trends

Trends come and go. They can be the dominate topic discussed in marketing and branding meetings one week and be gone by the next. However, as fleeting as they may be, they are what the market needs. A good real estate ad taps into the moment and utilizes the trends to gain relevance and connect with customers.

2. Adapt the message

While trends do change quickly, this is no reason to render your hard earned efforts in previous advertising useless. A good advertising plan can adapt the message of existing advertisements and evolve as the overall trends do. Ride out the ups and downs instead of re-inventing the wheel each time around.

3. The brand is the star

If you have spent the time and effort creating a strong brand, it should be the star of any ad campaign. You can tailor your message to accommodate the temporary trends in the market while staying true to the overall messaging that your brand conveys. It is a delicate dance, but one that is necessary for the sake of consistency.

4. Use data to monitor progress

Successful real estate ads have many factors to consider. You may be increasing your brand recognition, but is the messaging getting through? While adapting to the trends in your area did you go off message with your overall brand? These questions can be hard to consider unless you use data to gain an objective perspective. Quality advertising utilizes data to evaluate the efficiency of your advertising and can yield useful insights into what is working and how it can be tweaked for maximum outcomes.

5. Managed by professionals

A stellar advertising plan is best when executed by professionals who have the most experience possible in real estate brands. Selecting a team of experts with a history of retooling and rethinking ads can give you the peace of mind you need when making the decision to outsource your advertising needs.

Stick to these 5 tenets regarding your real estate ads and you are sure to find your own unique path to success.

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Why You Don’t Get Referrals

The other day my 23-year son called and asked me to recommend a good Chiropractor for him to see for his back (Don’t worry, this article really is about real estate agents).

He knows I am personally acquainted with several Chiropractors. In my office building there are two that I like, and know really well, and in the last few years I have been treated by 3 or 4 others in the local area.

Yet when my son asked me who I would recommend, I realized I did not know a Chiropractor that I would recommend to him.

I was surprised by my reaction to the question. I remember hanging up the phone asking myself “How is it you can know that many Chiropractors, use them and like them and yet not be able to refer him to any of them?”

If he had called me and asked that question 10 years earlier I would have had no problem giving him a referral. I would have given one specific Chiropractors name without any thought or hesitation.

So what was the difference between the Chiropractor I saw ten years ago and the ones I know now? Why didn’t I refer any of them to my son? It took a few minutes and then it came to me.

I did not refer my son to any one person because when I thought about them I didn’t consider any of them as an expert.

I certainly did not have the thought “I should give him Dr. So and So’s name because ______”. When I thought of who I should recommend to him I had a mental blank. I couldn’t think of a single reason to refer one over another. They all seemed the same to me. There wasn’t one that I considered better for him than the others.

The Chiropractor I saw 10 years ago was an expert. He was the medical director for the Professional Water-Ski tour. He was the Medical Director for Wrangler Pro Rodeo. He was the Official Chiropractor for Norway’s Winter Olympic Team. He was the Chiropractor for a couple of pro sports teams. He had written all kinds of articles and had them framed in his waiting room. He had testimonial after testimonial from World Champion Cowboys, Water-Skiers, and Downhill Skiers on his walls describing how he solved their pain and helped them win.

If I still lived there I would have told my son that he should definitely go see this Chiropractor because he is an expert. I would have said: “He is the Chiropractor for a pro sports team. He went to Norway and worked with Olympic athletes. He is good because______”

But instead I ended up telling my son that I really couldn’t give him a reason to see any of them. Then I asked if he had checked out the phone book or looked on the net.

What does this have to do with you as a real estate agent?

I am almost positive that in the minds of your clients and prospects the same thing is happening. They think you are no different that almost every other agent out there.

Is your marketing Proving to them that you are the expert?

Can they fill in the blank and say you should call So and So because___________. And “knowing you, liking you and trusting you” is not going to be a good enough reason to refer to you.

Have you told them what the “because’s” are?

Have you proven that to them?

Have you shown, proven and explained to them the dramatic difference between you and all the other agents out there?

Do you even know how to explain and prove that difference?

In my workshops I will ask agents to write down what makes them different from all the other agents in town, and invariably none of them can come up with an answer. The majority of agents themselves think they are pretty much the same as every other agent competing against them.

Look at your marketing and ask yourself “Who else can say that?”. If other real estate agents can say the same thing you are wasting money.

If you don’t know the specific benefit you have, that no one else has, and why that is important, then how the heck will your prospects? How will your prospective clients know why they should use your services instead of the other 10,000 agents in town?

And that is why none of the Chiropractors I know got a referral. None of them have set themselves apart and given me a reason to believe they are an expert… and that is also why you aren’t getting as many referrals as you want either.

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Transform Your Ugly Real Estate Website in 24 Hours

A dated real estate website does not look as good as an old photo from 10 years ago. If you think your professionalism and competence is being questioned when someone visits your website, it’s time to do something! Not only an up-to-date website layout is needed, the technology in providing more interactive content and lead capturing system is as important. Hiring an expert to create your real estate agent website can be very expensive… up to thousands, not to mention follow-up updates. You want a nice, elegant design, good layout, content, unlimited pages, widgets, videos, lead capturing, instant messaging, blog, search engine friendly, and able to customize easily by yourself. Good news, this is actually all possible through new services that can transform your ugly or outdated real estate website in 24 hours.

Following are a few tips about creating content to increasing your online presence, which is guaranteed to bring you more clients:

Keep Prospective Clients on Your Page with Everything They Need to Know

Your website should include informative content to attract more home buyers and sellers. Here are a few more components that are recommended to provide what consumers are looking for when they view a real estate website:

An up-to-date, professional portrait
Your modern logo at the top of your real estate agent website
A brief bio with your experience and qualifications
Your current property listings, with links to single property websites and virtual tours right from your real estate agent website
Your contact information and convenient lead generation contact forms
Helpful articles to share tips for home buyers and sellers visiting your website

Make Sure Potential Clients Find You When They Search

Content is King! Creating informative content with articles for your website on home buying tips serves several purposes:

1. Prospective clients will stay on your website longer. They will think of you as a real estate expert when they’re ready to contact a real estate agent.

2. Appropriate, creative use of keywords and search terms within your written pieces on your website will ensure better search engine optimization. That means when they use certain words in search engines, your website will be at the top of search results.

3. For example, if you’re a realtor® from Atlanta, Georgia, your real estate website pieces will include mention of these words. You can write about “Home buyer Tips for the Atlanta, Georgia Market” or “How to Sell Your Home in Atlanta, Georgia”. This is an important way to help you with better ranking in search engines.

Interactive, Intuitive Site Features Keep Visitors Interested

Once you have attracted web users to your website, it’s important to keep them there as long as possible. This can be done with the popular interactive tools below:

· Real Estate Videos – Industry researchers have discovered that today’s web users watch billions of videos every year. You can tap into this trend by creating your own online real estate agent videos for your website. Perhaps you can do a “how-to” piece on the practical aspects of home buying, or design a mini-video seminar on staging techniques. Whatever you choose, you can be sure that good use of video will enhance your website and your image.

· Real Estate Widgets- Have you heard that widgets are the next big thing in agent website design? But, maybe you’re not quite sure what they are and how they work. Essentially, other people create little bits of code that give extra functionality to your website. Your real estate agent website host will often offer a selection for you to choose from. This gives you the opportunity to customize your website with more complex features than you could design on your own. Some examples include:

3Jam – visitors to your real estate website can immediately send a message to your cell phone without ever knowing your actual cell phone number
ClockLink – gives the current time in your choice of time zones right on your website
LinkedInABox – brings your LinkedIn profile right to your website

Turn Online Real Estate Website Visits into Sales

In today’s housing market, those looking to sell their home turn to the internet first to choose an agent they can trust. Studies have shown 89% of potential home buyers begin their research online as well. With your new professional website, agents are at a significant competitive advantage to attract listings and encouraging clients to call you first.

The most critical part of your real estate website is the component that brings in sales. A new design, content, blog and a quality system designed to capture and manage leads, will ensure that visitors to your website are truly prepared for you to grow your business. And the best of all, this transformation does not have to be expensive!

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