The Real Estate Marketing Manifesto

We are real estate professionals.

Real estate marketing manifestoWe are essential to the complicated process of buying or listing a home or commercial property for our clients and we perform this essential service in friendly and professional cooperative competition with other real estate professionals.

Our prospective clients need to see this. Our past and present clients need to be reminded of this. But our real estate marketing doesn’t always communicate it.

REAL ESTATE MARKETING IS MISSING THE MARK

All too often, real estate professionals end up buying into the same old marketing channels (bus benches and mail-outs) and offering the same old services and bonuses (free market valuations) because that’s how it’s always been done and it seems to be working for some professionals somewhere.

It’s too easy to conform to conventional real estate marketing practices, forcing our “square peg” personalities and marketing budgets into the “round hole” real estate marketing habits that have been used for decades.

And through these marketing channels, real estate professionals end up boasting about the services they offer (even though it’s the same boasts about the same service that most professionals offer).

THE RESULT OF COOKIE-CUTTER MARKETING

This expensive practice makes us appear as cookie-cutter clones to our potential clients and it’s not true to who we are – so it negatively impacts our potential for success and it reduces our enjoyment of the real estate profession.

Because most professionals seem to offer identical things through identical marketing channels, clients see no difference between one professional and another… so clients demand an advantage… of price.

When it comes to real estate professionals and clients, it’s a “buyers market” and clients are squeezing us on price because they don’t see any other value or uniqueness.

WE REJECT THE CONVENTIONAL PRACTICES OF REAL ESTATE MARKETING

We reject the idea that we are exactly the same as every other real estate professional out there. Although we all offer generally the same services, we do so with our unique qualities and advantages and talents, and we offer those services to a unique group of people in a unique location. Our real estate marketing must show that we are unique from every other professional in our industry!

We reject the idea that we are anything less than essential to the process of buying or listing a home or commercial property. Although buyers and sellers might feel that there are more affordable options, our service ensures the safest, fastest, most price-optimized way of buying or listing a property. Our real estate marketing must show that the most discerning buyers and sellers hire a professional to help them!

We reject the idea that we have to spend thousands of dollars each month on marketing that forces us to conform to marketing standards set in a different real estate environment many years ago. We have unique personalities and marketplaces and there is a wide selection of online and offline opportunities to connect and engage with potential buyers and sellers – opportunities that our potential clients are more attuned to! Our real estate marketing must conform to our needs and preferences instead of the other way around!

WE COMMIT TO LOOKING AT REAL ESTATE MARKETING IN A NEW WAY

Now is the time for real estate professionals to take a closer look at their marketing practices and methods and decide if those practices and methods are accomplishing the following goals:

  1. Does this real estate marketing provide me with the measurable value I expect from it?
  2. Does this real estate marketing raise the profile of the real estate industry as a whole?
  3. Does this real estate marketing capture the attention of my specific target market in a way that resonates with their needs?
  4. Does this real estate marketing allow me to express the unique advantages that I bring to my potential clients?
  5. Does this real estate marketing demonstrate how essential I am to the process of buying or selling a property?

If your bus bench or mail-out isn’t accomplishing these five things, stop hemorrhaging money; stop trying to hammer a square peg into a round hole.

WE ADOPT A FRESH APPROACH TO REAL ESTATE MARKETING

Adopt real estate marketing that is measurable. Start with simple-to-measure tactics like page-views and click-throughs and newsletter subscriptions. As you grow comfortable measuring your marketing and tying it back to your success, increase your measurables to include other metrics as well.

Adopt real estate marketing that raises the profile of the real estate industry as a whole. If every real estate professional advertised the same services in the same way, how can potential clients discover value in that? Position yourself as an exclusive expert instead of just another one of the crowd offering free market valuations.

Adopt real estate marketing that captures the attention of your specific target market by discovering the information and resources they need and delivering it to them in a way that they are comfortable with. This is where the real lead-generating opportunities are, and online real estate marketing techniques are so much more cost effective because they are created once and used over and over.

Adopt real estate marketing that expresses your unique advantages… first means that you need to identify what you bring to the real estate profession that no other professional does. What combination of skills, experience, attitude, education, personality, and expertise do you possess that gives you the edge for a specific group of potential buyers and sellers?

Adopt real estate marketing that demonstrates how essential you are to the process of buying and selling property usually requires that you brand yourself as an exclusive expert (not as just another real estate agent) and you continually show people who they can benefit from your expertise.

WE ARE ESSENTIAL AND UNIQUE… AND NOW OUR REAL ESTATE MARKETING EXPRESSES IT

We reject the old custom of conforming to over-used marketing practices. We explore and adopt new real estate marketing opportunities to express how essential we are to the buying and listing process and to express how much unique value we provide. We fight the temptation to adopt the same messages and practices and channels that the cookie-cutter professionals are over-using.

Let’s turn this buyers’ market into a sellers’ market by transforming our real estate marketing.

[Photo credit: digital_a]

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