Real Estate Marketing: 6 Disciplines to Master in 2019

14 Mar

What are home buyers and sellers looking for in a real estate agent in 2019? They're looking for professionals who are responsive, objective, detail-oriented, helpful, innovative, and knowledgeable.

As a real estate agent, the challenge is to convey these traits to prospects. What do these traits look like in action? How will they know that you're the right agent to assist them in their home transition journey?

We'll show you how to master the disciplines of real estate marketing to make 2019 your best year yet.

Real Estate Marketing 2019

Master Real Estate Marketing with These 6 Disciplines in 2019

Real estate marketing is unique in that it combines both service (yours) and product (the home) marketing. You have to both make homes look great and show buyers and sellers that you have the local home market expertise, dedication to service, and attention to detail that will help them make their dreams come true.

Follow these six disciplines to make 2019 your best year yet.

1. Deliver the Details (Creatively)

When you put a home on the market, your service is on display as much as the home itself. Make sure that the photographer covers the basic shots of the exterior and each room and throws in a few images of details such as custom carpentry, a pretty view from the porch, or attractive light fixtures.

Property descriptions should be creative and thorough. Make sure that the description is interesting to read. Have a writer and/or copy editor draft and proof the descriptions. Typos are a guaranteed turn-off.

A superb property listing is a great way to tell the prospect that you'll be detail-oriented in every part of your interactions.

2. Respond Fast

Most realtors are too slow to respond to leads. One study showed that the average response time was over 15 hours! If you can master the discipline of responding quickly, you'll have a competitive advantage over other agents.

Keep in mind that the first interaction doesn't have to be custom, it just has to be fast. While that first response can be automatic, that doesn't mean it contains no useful information.

One of the surest ways to increase response times to prospects is to use real estate text message marketing. One of the most impressive text message marketing statistics is that people read 90% of text messages within three minutes of receipt. So not only are your messages virtually guaranteed to get read, they're guaranteed to get read fast.

If someone inquires about a home, send an autoresponder text with interior pictures in a Multimedia Messaging Service (MMS) text. When someone contacts you about selling a home, deliver an instant text autoresponse with info about your selling process. Then make sure to follow up with a custom response as soon as you are able to.

Related Reading: How Real Estate Agents Can Use MMS for Marketing


The Real Estate Text Message Marketing Playbook

3. Set an Aggressive Contact Goal

In the early 2000s, Gary Keller (of Keller Williams) performed research which revealed that staying top of mind with contacts who refer business requires 33 "touches" (with their brand) per year. To be successful, you're going to have to stay in contact with your database regularly.

One great way to do that is to make a weekly or monthly contact goal and make it happen. This takes discipline and organization. You'll have to find a system for delivering automated messages and mix them in with your custom interactions.

As always, deliver value with each touch. You can use email, social media, or text messages to conduct polls, ask for reviews, introduce new members of the team, and more. To learn more about which campaigns to send, check out our Real Estate Text Message Marketing Playbook.

4. Update Your Profiles Regularly

Updating social media and website profiles can understandably get put on the back burner while you work with clients. So you'll have to make it a priority because prospects do use them to evaluate your service.

Put a note on your calendar to update your digital profiles monthly or quarterly. Keep your profiles fresh with:

  • Awards won
  • Certifications completed
  • Updated headshot images
  • Increased number of homes sold
  • New testimonials

5. Churn Out Helpful Content

Your friends and clients will be more likely to refer you if they trust your industry knowledge. And demonstrating market expertise will give prospects the confidence needed to lean on you throughout their home transition process.

Make it a regular practice to share helpful info through all of your marketing channels. Provide updates on the local housing market, share buying and selling secrets, and offer seasonal home maintenance tips.

Committing to this real estate marketing discipline will keep you sharp. You probably already have a lot of this knowledge and putting it down in print or on video will help you master the material. And you'll have to do some additional research to broaden your expertise. All of these activities will make you a better agent.

6. Develop a Real Estate Marketing Playbook

Effective real estate marketing requires regular attention. But that doesn't mean you have to sit at your desk every day to accomplish your goals. As you work on these tasks, set aside time weekly or monthly to batch these activities together so that you can be efficient.

When you put together a marketing plan, you'll quickly find what works for you and your processes to deliver the most bang for your buck.

Document these winning campaigns as you go so that you can delegate tasks where possible and get faster and more consistent with your marketing activities. Develop your own real estate marketing playbook with templates which you can use again and again.

We've helped over 160,000 companies move to the top of their market over the last decade through text message marketing. Since we've been hands-on with many top real estate agents, we can show you which campaigns have been successful. We compiled these campaigns in a free resource which you can access right now.

In the Real Estate Text Message Marketing Playbook, you'll find campaign templates and examples for 15 types of messages including:

  • Interior Sneak Peeks
  • Open House Promotions
  • Appointment Reminders
  • New Listing Alerts
  • Home Maintenance Tips
  • Agency Coordination
  • And More!

The Real Estate Text Message Marketing Playbook

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