A study by the National Association of Realtors (NAR) found that 87% of home buyers purchase their homes through real estate agents, while 89% of sellers use agents.
To tap into that large pool of potential clients, successful agents use multichannel real estate marketing ideas that integrate both traditional and digital strategies.
Here are six effective offline and online real estate marketing strategies to help jump-start your real estate career.
1. Build your local brand, network, and reputation as a go-to expert.
Some of the most effective real estate marketing strategies are locally focused. And in this highly competitive industry, it’s crucial to stand out from the crowd, develop valuable relationships, and establish yourself as an authority.
Here are three great ways to do that:
Networking. To expand your network, tell everyone you meet what you do. Connect with industry influencers and potential mentors by joining your state or local governing body and the National Association of REALTORS® (NAR). Become affiliated with the chamber of commerce, the Young Professionals Network, and other organizations that promote professional growth. Join a Meetup group, attend local social and business events, and volunteer to perform community service with local charities.
Reputation marketing. Make a name for yourself as a media source or pitch a column to a local newspaper or magazine. Try to get featured or quoted in the paper or on a local TV broadcast or radio show to help establish yourself as an authority in the area. Subscribe to HARO (Help a Reporter Out), a free service with daily emails of journalists’ requests for quotes and expert opinions. Respond as quickly as possible when you find an opportunity — journalists often have tight deadlines.
Being memorable. Go the extra mile and make a lasting impression by giving a “care package” to every client who closes on a home. Send handwritten thank-you notes to both would-be buyers after showings and successful sellers. Add a personal touch to all of your open houses by adding information sheets that go beyond the basic listing details. Include information about the neighborhood, nearby attractions, and amenities your audience will be interested in, such as proximity to schools and grocery stores.
2. Use local real estate events to reach area prospects.
With many consumers experiencing digital overload and re-embracing offline experiences, use experiential marketing to capitalize on the trend of connecting with potential clients in the real world.
Here are some forms of experiential marketing to consider:
- Hold regular open houses and invite potential buyers. Add a twist by partnering with local businesses, such as home décor shops, clothing boutiques, and bakeries, to share their special offers in exchange for promoting your open house in-store.
- Lead local tours of historic, attractive, and up-and-coming neighborhoods where you have properties listed.
- Teach educational classes for first-time home buyers in your area who are ready to buy their first home.
- Sponsor how-to seminars on topics that cover the ins and outs of real estate buying, selling, or investing.
- Think outside the box by teaming up with an interior designer or professional organizer to offer home-staging workshops for sellers.
- Tap expert third parties, such as mortgage lenders and credit counselors, to present how-to clinics on financial and credit-improvement topics related to buying a home.
- Partner with other agents, and if a buyer or seller isn’t a good match, co-list or co-represent them for a fee split instead of turning them away.
Taking your marketing efforts offline will allow you to better engage clients with face time, and those who interact with you will be more likely to share their experience with others.
In fact, a study by the Event Marketing Institute found that 98% of consumers capture photos and video at live events, and 100% of those who do so end up posting about it on social media.