Marketing is an essential tool for all businesses, but none more so than real estate. Unless people know you are selling a particular property, you won’t get viewings or sales, and your business will fail before it has begun. The property market is notoriously difficult to make your mark in, and the transfer to online real estate services has made it even harder to get yourself noticed as an individual realtor. That’s where a sound marketing strategy can give you an edge, and get you to the front of the house-buyers’ contact list.
Your online presence
The rise of the online realtor is affecting the model used by existing businesses. Whereas once a shop window on the high street and adverts in local papers would have been the mainstay of your marketing strategy, now people increasingly start by browsing online to find the property they want. This makes sense, as they can view everything that’s on the market in one place, rather than visiting multiple different realtor sites. You can’t fight this trend, so the best approach is to embrace it by signing up with the sites that people are using and making use of all their facilities to gain your business a higher profile. You should still have your own website and social media pages, as for one thing it will improve your visibility, and for another not having your own site gives the impression you are not as well-established and forward-looking as other realtors.
Your local presence
Communicating with the residents of your local community is essential for a successful marketing strategy. While there will be some buyers looking to move from far away, the majority of your inquiries will come from locals, and your properties will be based in the local area. That means using local outlets to increase your profile, including local publications, local media outlets, getting involved in community events, and building up relationships with the movers and shakers in your area. You should always have a stock of real estate business cards to hand wherever you go, as you never know when an opportunity will arise to offer someone your details. Make sure your cards are well-designed and printed on high-quality materials, as they will convey an impression of your business to prospective clients. You want that impression to be one of efficiency and professionalism, not penny-pinching and amateurism, so cheap cards won’t get the job done. There are many ways in which to raise your profile within your catchment area, so make sure you are utilizing all the opportunities you have to get your business into the community consciousness.
Most of the key marketing principles that apply to other types of business will apply to a real estate business too, and there is no shortage of good advice (and some bad!) available online. Carry out as much research as you can on how to prepare an effective marketing strategy, and look for tips on marketing in your speciality too. There is still good money to be made in the real estate business, and raising your profile through your marketing efforts is one the most effective ways to ensure your business will be successful.
Founder Dinis Guarda
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