Real Estate Marketing Blog

Morris Real Estate Marketing Group’s blog is your home for up-to-date information that is vital to every REALTOR®. Visit us regularly for the latest real estate marketing tips and REALTOR® resources. The information we share is designed to provide real estate agents with the tools they need to succeed on a day-to-day basis. Our blog is constantly updated, so be sure you check back often.

Real Estate Marketing Myths that Rookie Realtors Need to Know

Today in our Marketing Myths series, we’re covering:

Real Estate Marketing Myth #4: Geographic Farming is Dead

Real Estate Newsletters

Every day there seems to be a new and exciting way to attract the attention of potential prospects. And with every new social media site or app that’s touted as the latest and greatest, it’s natural to assume that the old way of doing things is no longer relevant.

The fact is, geographic farming is one of the simplest and most cost-effective components of a successful real estate marketing system. You simply need to understand how geographic farming will work for you as a new real estate agent.

 

3 Things Real Estate Agents Need to Know About Geographic Farming

 

1. Direct Mail (or any marketing touchpoint, for that matter) is not a “one and done” campaign.

New Realtors tend to budget for a single mailing, expecting a flood of phone calls the day of the drop. Unfortunately, marketing campaigns do not work this way. A gazillion years ago, marketing expert Dr. Jeffrey Lant gifted us with the Rule of 7. Even with the evolution of digital marketing, it still rings true. Expect that you’ll have to achieve a minimum of 6 to 12 touches before seeing any measurable results. This is because you’re showing your worth with every mailing, building your reputation and creating a relationship with residents within your chosen neighbourhood, ensuring yourself steady and consistent growth.

2. Printed Newsletters will give you a greater return on investment (ROI) than postcards.
Over time, consistent and high-quality information that’s customized to homeowner needs and interests will bring more leads, conversions and referrals than postcards. This is because real estate newsletters are client-focused and position you as the information source for real estate in general and your geographic farm (neighbourhood) in particular. This is not to say you shouldn’t mail postcards. Postcards, however, should be a supplement to monthly newsletters. Just Listed and Just Solds postcards, for example, are highly effective as a supplement, and they should be sent at strategic times or intervals.

geographic farming works3. Email Marketing does not replace print marketing.

Print marketing allows you to effectively reach your target market even though you don’t have a full list of their email addresses. It doesn’t get caught in spam filters or get lost in the other dozens upon dozens of email advertisements the recipient can receive in a single day. In addition, mass mailings are tangible. Homeowners will hold it in their hands, review it and, if there is valuable information, will hold on to it or perhaps pass it to a friend who is considering a move.
Now that you understand how geographic farming works, how can you make sure your campaigns will reach maximum potential?

 

How to Make Targeted Direct Mail Work for You

Real Estate Newsletters

  • Follow up strategy – Make sure you have a well-planned, easy-to-implement follow-up strategy such as door knocking, hosting and attending community events. Collect email during the follow up so that you may also stay in touch electronically and begin to create a full real estate marketing system.
  • Real Estate Marketing System – Direct mail should be one part of an overall marketing system. It should be well thought, include follow up, and the results should be measurable.

 

I hope you found this article helpful. Please join us next week as we wrap up the Marketing Myth series with a doozy about reinventing the wheel! And check out our previously covered myths:

Real Estate Marketing Myth #1: If you build a website, they will come
Real Estate Marketing Myth #2: Buying Leads = Buying Sales
Real Estate Marketing Myth #3: Your Family and Friends Will Hire You

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HUGE News for Real Estate Professionals! IXACT Contact now Integrates with FiveStreet

This gallery contains 3 photos.

Morris Real Estate Marketing Group is proud to announce that our industry leading real estate CRM, IXACT Contact now integrates with the popular lead aggregation software provider FiveStreet. FiveStreet allows real estate agents and teams to manage all of their

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3 Tips to Manage Your Real Estate CRM in Half the Time

Best Real Estate CRMYou’ve just finished an open house and have come away with a stack of new leads. Now you’re driving across town to an important listing presentation. It’s getting late and you still have a few phone calls to make. Ah, the fast-paced life of a real estate agent!

So, where do you find the time to manage your real estate CRM?

The first step is to get into the right mindset. Inputting contacts into your database may seem like a mundane task, but it’s actually a crucial sales activity.

Getting new prospects into your CRM means you’ll be able to more easily:

This assumes, of course, that you’re using the best real estate CRM for your business. If you are then, as an article in Selling Power magazine points out, you’ll be able to “…serve customers better, which in turn helps build stronger relationships. Those relationships lead to better sales and more satisfied customers.”

But, of course, you get none of those benefits if you don’t keep your CRM updated. Here are some tips for cutting the time it takes to do that.

1. Use the best CRM solution for real estate agents.

The CRM system you use should be tailored to real estate agents, be cloud-based (so you can access it on any device), feature robust contact management tools, and enable you to manage your key sales and marketing activities. Most importantly, it should be easy to use!

If your CRM doesn’t have these features, considering switching.

2. Update your database each week.

Block out time on your calendar to input new names into your CRM and update other information. When you do this each week, you make it a habit; just part of your routine. And like any activity that you do regularly, you naturally become faster and better at it — saving you time.

3. Harness automated features.

Learn about all the automated features of your CRM system and how to use them. Those features can save you hours each month. For example, can your real estate CRM capture leads automatically from your website sign-up forms? Does it synch with Gmail and Outlook? If so, use that capability!

Keeping your CRM up-to-date is a key to success as a real estate agent, and is a crucial part of a successful Referral Marketing System. Use these tips to make the task easier and faster.

 

 

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Real Estate Marketing Myths that Stall New Real Estate Agents

Every Marketing Monday this month, the Morris Real Estate Group Marketing blog is diving into real estate marketing myths that cost new Realtors time, money and headaches. So far, we’ve covered Real Estate Marketing Myth #1: If you build a website, They Will Come and Real Estate Marketing Myth #2: Buying Leads = Buying Sales. Today we’re discussing a marketing myth that is so common, virtually every new Realtor has believed it to be true.

Real Estate Marketing Myth #3: Your Family and Friends Will Hire You

New Real Estate Agent Networking MythIt’s understandable why new real estate agents are confident that their first clients will be their family members and close friends – this is how it works in many other professions. Some company marketing schemes / structures rely solely on the fact that those close to you will support and enable you to build your network through them. Unfortunately, the “automatic customer” rarely happens when you’re first starting out in real estate.

Despite your expectations as a new real estate professional, family and friends will not immediately hire you to represent them. There are several valid reasons for this. For example, they:

  1. Do not want to cause a rift in the relationship or family dynamic if things go south.
  2. Want someone with more experience to help them handle such a huge undertaking.
  3. Already have a relationship with a trusted Real Estate Agent.
  4. Don’t want to play favourites if there are other agents in your family or friend circle.
  5. Do not feel comfortable sharing their financial status or details.

While every family and friend dynamic is different, the fact is that more often than not, you will have to develop a different strategy for real estate marketing and lead generation. And while your family may not hire you to help sell or purchase their property right away, it does not mean that they cannot be helpful. To achieve this, however, you need to treat them like prospects and not like family. In other words, you need to include them in your formal real estate referral marketing strategy. Here are three tips for getting your family and friends to help you generate leads.

3 ways to include your friends and family in your referral marketing strategy:

New Real Estate Agent Networking Facts

  1. Add them your newsletter and email marketing campaigns. Your consistent communication and offering of intelligent advice will help you stay top of mind and establish your credibility as a professional and an true expert.
  2. Offer incentives. Just as you would with any other client, it’s always good practice to reward family and friends for providing you with referrals.
  3. Respect boundaries. Like most professions, it’s important to know when to go into sales mode and when to stay in family mode. This advice is not only meant for family barbeques or nights out with friends, it also applies to interactions on social media. If, for example, you read on Facebook that your third cousin is considering selling her condo, rather than leave a comment on her post that you expect to represent her, send her a private message asking when a good time would be to have a quick call so you can give her some free and helpful tips and advice.

We hope you found this article helpful! Make sure to tune in next week we’ll discuss the myth and reality of mass mailings.

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How To Write Your Real Estate Agent Website “About” Page

When you’re writing or updating your real estate agent website, you’re probably spending most of your time on the HOMEPAGE and SERVICES page. After all, these are the pages that need to hook prospects and get them interested in hiring you.

However, there’s another page that’s just as important. In fact, it’s often the last page prospects read before deciding whether or not to call you: the often-neglected ABOUT page.

Why is it so important?

When a buyer or seller is looking for a real estate agent, they’re hoping to find the ideal professional to work with. So it’s natural they would want to get to know you — as a person. A recent article in Foundr Magazine points out, “Unlike buying products, when people buy a service… they want to get to know that person before they invest in the service.”

The ABOUT page is where they start.

Real Estate Agent Website Tips

 

So how do you write yours? Here are four tips that will help.

 

1. Start with the prospect, not with you.

It’s tempting to begin your ABOUT page with your credentials. But that is actually a turn-off for most prospects. It’s like meeting someone at a dinner party and beginning the conversation by talking about yourself.

Your ABOUT page should talk about the prospect first. Here’s an example…

If you’re like many South Georgetown homeowners, you’re concerned about selling in today’s unpredictable market. But you don’t have to be. For 5 years, I’ve been a top seller in the area. I know the nuances of this market and how to sell your home quickly and for the best price.

 

2. Turn features into benefits.

Your ABOUT page is like any other selling page. You need to talk about benefits. So whenever you mention something about yourself, make sure you also explain what that means to prospects.

A simple way to do this is to start a sentence with “That means”. For example…

I’ve helped more than 200 clients buy and sell homes. That means I know exactly how to make the process go smoothly for you.

 

3. List your “stand out” credentials.

If you have credentials — years of experience, awards, sales track record, etc. — that differentiate you from other agents, put those in a bullet list. That way, they’ll stand out.

 

4. Close with a call-to-action.

Even though your ABOUT page is not supposed to be a strong-selling HOME page or SERVICES page, you should still include a soft call-to-action. Think about what you want prospects to do next, and then invite them to do so. For example…”

If you’re looking for a real estate agent with the best track record selling in South Georgetown, let’s talk.

Those four simple tips will have a big impact on your ABOUT page. Follow them the next time you’re writing or tweaking your website copy.

Learn more ABOUT Morris Real Estate Marketing Group!

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