Real Estate Marketing: Anatomy of a Successful Campaign

MikeAgent Branding, Every Door Direct Mail®, Real Estate MarketingLeave a Comment

You know you’ve got what it takes to make a difference for your clients. But if homeowners don’t know about you, you aren’t getting their listings – period. Well-branded, high-volume real estate marketing really does make the difference in a saturated market. Let’s break down the steps of a successful campaign.

1. Craft a Strong Personal Brand

The key to any successful real estate marketing campaign is branded materials. Ideally, all of your marketing should be personally branded. A strong brand establishes your agent identity and creates a powerful visual impact. Branding makes every part of your marketing more memorable and effective.

Think about the message you want to convey to your prospects. Is it “I’m a top seller who can get you awesome results, fast?” How about, “Trust me – I’m an expert in expired listings and other tricky situations?” Whatever your angle, your brand elements should communicate it visually.

2. Get Mailing

You might think snail mail is dead in this digital age, but that’s not the case: our highest-performing agents find significant success in consistent postcard and other mailing campaigns. 67% of consumers feel mail is more personal than the internet, and the average person spends a staggering 30 minutes reading their mail (source: USPS).

It’s always a good idea to send out Just Listed or Just Sold postcards to help keep your prospects aware of your fast turnover of homes. Or, a digest like the Neighborhood Pin or Neighborhood Ledger can give you more of a community-focused feel.

Our highest-performing agents mail and then keep mailing to build that prominent reputation that’s so key to securing listings.

When it comes to mailing options, a cost-effective (and just plain effective) choice is Every Door Direct Mail ® (EDDM) from the USPS ®. It’s fantastic for property marketing, where you are geographically targeting your customers. Plus, it reaches 20-30% more customers than a standard mailing– for the same price.

3. Don’t. Stop. Marketing!

You won’t see results just by dipping your toe in with a few postcards and a single Facebook ad. In order to truly generate listings, you’ll need to engage in consistent, long-term efforts. You already have the strong brand and stronger message. All that’s left is to get your name out there and keep it out there.

Somewhere, right now, a homeowner is thinking: I need to sell my home. As soon as this thought occurs to them, you want your name to be the first one that springs to their mind. You want to be ubiquitous. What can get you there? Dedicated and pervasive real estate marketing!

The amount of time between a consumer seeing an advertisement and actually purchasing is often lengthy – weeks or sometimes months. On average, it takes 5 to 7 impressions for people to remember your brand (source: SmallBizGenius). So the importance of following up, again and again, can’t be stressed enough. When you mail, you’re out to remind your prospects that you’re here and you provide quality services. Because then, when they do need you, they’ll find you.

We see the greatest results in agents who understand this to be true. They know that to grow their business, their best bet is to reinvest their profits. They mail and then keep mailing to increase their reach and build that prominent reputation that’s so key to securing listings.

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