The Two Sides to Real Estate Marketing

Every few years a real estate boom hits and new agents enter the field by the dozens – all excited about the big money to be made just by “being there.”

Then the boom ends and those agents are faced with reality: If you want to make a living in real estate you not only have to work hard at all details of listing, showing, and closing sales – you have to work hard at marketing. If you don’t, customers and clients will be scarce.

Before you have listings to sell, you must market yourself to homeowners. And with about one million Realtors working in the United States, you have to think of a way to make yourself stand out from the crowd. Placing the same tired “here I am” ads that everyone uses is more effective than nothing, but barely.

So – first you need to look at your own business and see what you do that’s better than your competition. It could be specialized knowledge in a certain niche, it could be extra service, it could even be a fanatic dedication to returning calls promptly. But it has to be something. If you choose a niche, be sure it is a certain kind of property, and not a certain kind of person.

Never suggest discrimination.
Then you need to seek out ways to get your message to the people. I recommend choosing a “farm area” and using direct mail. Just be very careful to write a professional, “you-directed” letter. Tell them how you’ll help solve their problems; don’t ask them to solve yours.

Of course you need to hand out business cards at every opportunity – even if you have to create the opportunities. Talk to people and be willing to give free advice when asked. Make friends with EVERYONE. You never know when that boy who carries your groceries out will go home and tell his Mom that he’s met the best Realtor in town. Be creative, keep your eyes open, and market at every opportunity.

Marketing to buyers is more difficult, because you don’t know who they will be. The good news is, NAR did a study and reported that over 77% of home buyers search first on the internet. That gives you the opportunity to market yourself and your listings at the same time. Just be sure to create a strong presence, because a listing on page 44 of a search won’t do you much good.

Marketing your listings is another two-part process. First you have to determine the words to use, and then decide where to put them.

Where to put them is the easy part. The internet is the obvious first choice, but you also have the MLS, a local Homes magazine, perhaps the newspaper, and direct mail to clients who might be interested. E-mail also offers a good opportunity to reach a large number of people at no cost.

The words are a little more tricky. Writing an ad that sounds just like every other ad will get you past the gatekeepers at MLS who insist on some ad copy, but it won’t bring you buyers excited to see your listing.

The creativity went out of house ads when the ADA and Fair Housing laws told us that we couldn’t use any words or phrases that might be considered discriminatory. Therefore we could no longer say “You can walk to the mall,” or “You can hear the leaves rustle in the trees.”

When ads were financially restricted to just a few words it became impossible to write good descriptions. But now, the internet allows unlimited words, so there’s no excuse for boring ad copy. Your real estate marketing can once again be creative, descriptive, and exciting. Your flyers also allow space for your creative efforts – so use it!

Stay away from mere features and bring back benefits. I don’t think anyone has outlawed the word “enjoy” yet, so you can tell buyers that they’ll enjoy the breeze, or the view from the deck, or the flickering fire in that massive rock fireplace. In other words, you can tell them there’s a view, you just can’t suggest that they can see it.

My first broker, way back in the Stone Age, said: “Put the reader in the house.” That advice is as true today as it was then. Make them “feel” how fantastic it will be when they live in that house.

In return, you’ll get faster closings, happier sellers, a better and better reputation, and… more money in your pocket.

Marte Cliff is a Freelance Copywriter and former real estate broker who specializes in writing for real estate and related industries.

Duplication – Home-Based Network Marketing Success With Absolute Duplication

First and foremost keep it simple. For many of the people getting started in this industry, if it’s too complicated to get up and running they will quit before they’ve even had a chance to succeed. If you look at the big guns in this business you will notice that they are all pretty much doing the same thing just with different programs and products.

The main thing they have in common is duplication. If you don’t have it then you most certainly can’t teach it. You may be able to bring thousands of people into your organization but if they can’t do it also, what’s the point? You will end up getting burnt out and if you have a conscience; feeling responsible for their failure.

So, how do these guys do it? Well, first of all they make the sign up process easy and streamlined. The potential benefits that your business holds for your prospects must be clear-cut and to the point. Once they have read your sales page the next step should have no ambiguity; “Get Started Today” or “Sign Up Now”.

The next thing they do is get their new people paid. People are funny that way. They like to see proof. Okay so you won’t have them making $5000 in two weeks but if you put even ten bucks back in their pocket they have proof that this works. The moment they see that just like you told them that a + b = c is the moment your integrity and creditability goes up several factors. You can now transition them into your more lucrative programs.

It’s at this point that the essential ingredient in keeping it duplicable comes into play. Actually it’s already been working the whole time! It’s called a Funded Proposal. What this does essentially is to take the cost out of lead generation. Even more than that; it will actually make lead generation produce revenue and get your people paid very early in the marketing process.

So, how does it work? You start by promoting something such as an e-book or an interesting teleseminar series or an inexpensive business opportunity. Once the person gets started with you, you show them how to promote the same system and they get a percentage of the sale. Once you have them making money you can move them into your primary business. The entire goal of the system is to sell people your main product or business without having had to pay for them as a lead in the first place. It’s covered by the sale of the small ticket item up front. At first it covers your marketing but very quickly, as it grows it starts to turn a profit. This is why once this system is set up, practically everybody stays with you. Why would people quit when they are promoting a system that makes them money without costing anything?

Once this system is set up you will have next to zero people quit. Why would anyone quit when they are marketing a business with no money out of pocket. A much higher percentage of people will stick it out until they make it.

Finally, the thing that everyone must do is to streamline their training. You cannot talk to 5000 people individually. The calls and emails will drain you. You must have a system in place for signup, marketing training, and order placing. To achieve this you can use websites and conference calls. Eventually the majority of the training can be passed on to your rising stars giving them more exposure.

Traffic Building With Article Marketing – How Article Marketing Drives Traffic

Direct article marketing traffic is one of my favorite forms of traffic, because I find that the quality of the traffic is much higher. Now, by direct article marketing traffic I mean article marketing traffic that comes to your web site after reading one of your articles that you have posted somewhere online.

One of the things I think that makes article marketing traffic of so much higher quality is that the visitors who make it to your web site after reading your article already have a feel for your style and what you offer. When someone comes to you from a classified ad, the only thing that they have to go by in determining if they want to go to your site, is your headline. Many times they get to your site and realize that you do not have what they are looking for, or you cannot meet their needs. So they leave your website without purchasing anything, or opting in to any of your subscriber lists.

With article marketing, the visitor has already has a peak at your quality and your style, and has perhaps even already felt like you can help them solve their problem. The article-generated visitor has been, in some sense, presold, on doing business with you.

Basically the way that you generate direct article marketing traffic is by writing articles related to the topic of your website, and especially on topics that people who normally purchase from you would be interested in, put a link to your web site in the article, and have the articles posted online. The easiest way to get your articles posted online is to submit them to the various online article directories, which make the articles available both on their own web sites and to other web publishers.