Let’s take a glimpse back at realtor marketing in the 1960’s: mornings began with a meeting where realtors discussed and previewed new listings. Afternoons included real estate lead generation activities such as door-to-door canvassing and conversations with walk-in customers. Remember, two-car families were rare, and some homes didn’t have phones. Advertising was straightforward. Realtors handwrote a few ads and gave them to a secretary who placed them in the local paper on a rotational basis.
Fast forward to 2019: you face new challenges when marketing your brokerage. We live in a digital world where people order food, buy airplane tickets, and watch movies online. We’re connected to at least one device all day, every day. It’s not surprising that more than 90% of prospective buyers use online research throughout their home-buying process, according to a National Association of Realtors’ survey. Marketing your realty today includes more than advertising or a catchy slogan. Marketing encompasses all the activities you participate in to generate awareness and encourage engagement with your team. From business cards to billboards, yard signs to presence at community events, these are all part of an effective marketing mix to keep you top of mind and encourage clients to think of you first when they need a real estate professional. Balancing traditional marketing tactics, like advertising, direct mail with things such as open houses and digital advertising creates an effective mix of activity that puts you in more places, gives you more connection opportunities and creates a greater chance you will be seen by your target audience. Traditional Marketing Establishes Your Brand The strengths of traditional marketing efforts like direct mail, print ads, and billboards are noteworthy:
You can also use traditional marketing efforts to encourage engagement with your digital programs. Including your website and social media links give potential clients more information as they shift from a passive observer to an active seeker of your support. Digital Marketing Generates Real Estate Leads and Brokerage Awareness that Helps Connect Digital marketing adds power to your traditional marketing activities; however, it does not replace them. It supplements them. Digital marketing tactics like blog articles and online ads allow you to reach clients when and where they are online and ensure your messages meet their needs. Here’s what we mean:
Non-Advertising Promotion Then there are the activities outside of advertising that are just as important in promoting your business and connecting you with clients, such as lead gen programs, open houses, yard signs, participation in community events and hosting educational seminars. These are all tactics you need as part of your marketing mix to stay in front of consumers through a variety of channels and also provide the necessary ways to connect them with your services when they are ready to buy or sell. At Weichert, we teach the importance of engaging in a variety of activities to build brand in your local market. Our coaching team provides a roadmap and is available to guide you every step of the way. Through Weichert tools, systems and approved vendors, you’ll have a foundation on which you can build a solid marketing plan that works for your business. To learn more about affiliating with Weichert and building your brokerage, call us today at 877-567-3350 or contact our team today. Original content posted on https://www.weichertfranchise.com/blog/when-it-comes-to-marketing-the-mix-is-as-important-as-the-message/
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. Archives
July 2020
Categories
All
|