Real Estate Agent Marketing Ideas, Tips, and Strategies

Real Estate Agent Marketing Ideas, Tips, and Strategies


– Hi everybody, Scott here
with James and Marketing 360. And today we’re gonna talk
about real estate marketing, real estate agent marketing,
and how you can use your digital presence to get more clients and sell more properties. So, James knows quite a lot
of real estate people here, he’s got some expertise and
it should be really helpful. James let’s just get
right into it in terms of the real estate agent
website, that’s kind of the focal point a lot of
the times for marketing. What are some of the keys
in design and content for a real estate agent’s website? – Well, with every real
estate agent you want to have a website that appeals to the consumer. And you want to make the
framing of that website in such a way that, not only
is it appealing to the eye, but it also appeals to
why the person’s there. If they’re there to buy and sell a house you need to have search features, you need to have listing features. You need to make photos at the
highest level of the website and make sure they’re good sized images. And make sure, again, that the consumer can navigate through the site very quickly and find exactly what they’re looking for. Even up to having ways that
you can adjust the settings for pricing, so if I’m
looking for a house that’s 100 thousand dollars versus
a 300 thousand dollar house, I can quickly do that
and complete a search. – Okay, so the expectation
now for people who are out searching for properties
is to go on a website and to have a really
simple user experience. – Yes. – To be able to go through, get a pretty good feel for what a home looks like. Search functionality is really important, in terms of being able-the
pricing obviously, the location, that type of thing. So really the ability
to find the properties that you want to check out, that you have interest in, is super important. – Yes, yes it is and like
I said the most successful sites out there, you first pick
what city you want to be in. And then the next thing
is usually how many rooms, how many bathrooms, price point. Answer those questions very quickly and deliver people to a search
containing homes with those features that those people are asking for. – And this generally ties into IDX right? – Yes. – So that the listings are updated. – Mhm. – And you have that going on as well . – Yes with our websites
that we build here at Marketing 360, we use the
IDX platform, which is a full feature broker platform
where the broker can not only manage their
listings, but they can manage who’s on their staff, things like that. But also, they can set those parameters and set those layouts. They can have them framed into pages, and things like that on their website. So, for instance I had a
realtor recently who says “hey man I wanna show
houses with swimming pools” “because we’re really getting
a lot of search for that” so we framed out a search specifically for houses with swimming pools
that were three plus bedrooms. – Okay, cool, that’s very interesting. Kind of brings up a point
that there might be a lot of agents out there, and they can
show the properties online. What are some ways that
a real estate agent can differentiate themselves a little bit? Kind of give themselves a competitive edge with their website contents. – That’s actually a great question, and one I get asked quite frequently. How can we make ourself better? Well, what do you as an
agency want to specialize in? Is the way I always ask that question. What kind of homes do you sell? “Well, we like selling ranch homes”. Okay, so then why don’t
you become in your market, the premier ranch home seller? – Okay – And that’s the way you build
out the front end of your site is that that’s what you specialize. I also have clients who are specifically into high end luxury homes. – Mhm. – And so they market themselves as the primer luxury home company in the area, I mean even their URL is
luxury home dot something. – That makes a lotta sense. So it gives you the ability
to specialize in a competitive marketplace instead of
trying to cover everything, have something where you’re the agent who just knows more
about those properties. – Exactly. – The inside person for
those types of properties. – Yes. – Yeah, I know that when
I’ve done some searches in terms of that kind of thing it’s what I look for in
those websites pretty often. Do they kinda know what I want? – It’s like I say, create a niche for yourself in the market
and make yourself different. Set yourself apart by being- There’s a realtor I have
in mind who specializes based on school districts. Education homes dot com kind of situation. And what she does is she matches people with great school districts
with great houses. – Uh huh. – So she’s created a niche for
herself and quite successful. – Yeah, I can imagine that’s pretty specific but that’s good. What do you generally want someone to do? They find a property, we
talk about a call to action or a conversion on a website,
what is the conversion on a real estate website? – Well, a conversion on
a real estate website is basically that you
collect the customers data. – Mhm. – Or they reach out and contact you. – Mhm. With the conversion points
on most of the sites I build up with the IDX and UXI platform, we have a form that you get their first name, last name,
email address, phone number, the area they’re interested
in, or you’ll actually get the listing information using the IDX broker. The broker’s lead comes in
as “hey I was looking at” “this house I am interested
please get ahold of me”. – Okay. – And then the other way
is of course a phone call. “Hey I saw this on this
website and would really” “like to see this house”. – Makes a lotta sense. So, you got a great website,
you got all this going on, people are going on Google
to search this stuff out. How do you get found? What are some of the
tricks to getting found? – Well, the first thing is,
you’ve gotta build a great base. So you want to, like again as I said, niche yourself out, not try
to market for everything but market for your specialties. And make sure you have a good SEO strategy based on keywords that you
laid out as your foundation. And then what I recommend
to most of my clients is that you start with Google
paper click marketing. And you can also go
with Facebook marketing, and some other social media sites too. – And when you say Facebook
marketing in this sense do you mean also a paid
type of advertising that appears on Facebook? – Yes. – Got it. – Targeting to people that are
new to the area for example. People who have just recently moved, people who have changed their
status as getting married, things like that. The people who are more
likely to buy houses, let’s put houses in front of these people. What I find super beneficial
is in the paper click you can literally hone in on
what people are looking for because they say “three bedroom
house with swimming pool”. What better landing can you give them than a page full of houses
with swimming pools? – So you can actually have
that specific of a search and drive them to content
on your website that goes right into those listings? – Yes. – That’s what the user wants for sure. – That’s exactly what they want. I always use the example of Las Vegas, houses near the strip
or houses on the strip. Okay, so with those kinda
deals if you’re a realtor in that market you want
to take them to those million dollar houses right off the strip. – Are there any ways that you suggest that through all of this as well
that, maybe like an individual real estate agent, provide some expertise and do some things to let
people know who they are a little bit and kind of gain
trust give some information? What are some things that an
agent can do there to kind of give themselves that personality
through their website? – Well what they want to do is they want to talk about
not only themselves, but the community, the way
they effect the community. They basically need to build their brand. And again, discuss their niche,
why they’re the specialists in it, what makes them
different than the competition. And you’ve got to go into a lot more than “oh I’ve got 30 years of experience”, that’s wonderful and
great, but what makes you the person I want to deal with? – Yeah I’m more interested
if I’m doing a search and I’ve got kids who
are coming up in school and I’m looking for homes in
the best school districts. I’d like to know, give
me some information. What are you going to do to help me to get in the best position
so I get in a house that’s in the best area. What do I need to look for? – Exactly. – So providing that kind of
information can really do a lot. And one thing I’ve seen
some of my realtors do is they’ll offer a perspective
for the different areas. So they’ll take the time and do a perspective and talk about the schools. And one was very detailed,
this is how many schools are here, this is the ratings of the schools according to the board of
education and things like that. They would also put in
those extra little things “five minutes from sculpture park” – Mhm. – You know those little tidbits
of fact that help a consumer go “wow you know this is
really above and beyond”. – And you can do quite
a bit with SEO with that type of thing as well can’t you? – Oh yes. – You can create kind of an
article that then uses keywords and uses location based
keywords as another way to have people find you when they do those searches for organic results. – Oh most certainly, most
certainly that definitely helps. Again, in that situation the
way they wrote these articles and things that you gain
access to through their site, if somebody looks up that school , they look up that school and then all of a sudden here’s this
third listing down below for a realtor “houses close to this area”. – Mhm. And that brings them in traffic just for people looking at the school. – Yeah, that’s perfect,
that’s a very good strategy. Something else that ties
into this of course, and is pretty important with online marketing now is, reviews. People are often gonna check out- they wanna know what other
consumers thought of working with the business or real
estate agent in this case. What are some strategies you have for getting some positive
reviews from your clients, and kind of building
out a positive profile online and with what people
are saying about you? – Well what I always tell
the realtors I work with is, it’s imperative that we do this. And I say from day one
of them becoming a lead, track that information, you
keep hold of those emails and things like that. And then once you’ve closed
the home, follow up there very shortly after saying
“hey how was your experience?” “Would you please review me?” And just follow through with them. Most customers are like
“hey so and so was great” “they’re wonderful”. But you also have to guide them. So what I do is I create an
email template for my clients that says “hey please take
the time to review me” “did you have a wonderful
great experience?” “Or did you have not
such a great experience?” it’s two options, and by clicking on it they’re taken to the portal that we want them to leave the review
on, which in most of my clients cases is the
top rated local platform. – Mhm, Okay. So, you have to be proactive. – Mhm – You could have lots of
happy clients out there living in their dream
home but if you don’t make some effort to get them to go on and give some comments, often they won’t. – Exactly. – However, on the other side
of things if you have somebody who was unreasonable and they
didn’t have a happy experience they almost always leave a review. – They always will, they always will. And that’s again, why we
offer that multiple choice. The nice thing about the way
my template’s are built out is if they do make that negative choice and want to leave a bad review,
they’re leaving a bad review that the realtor reads instead
of it going out into the general public and defaming you. – So you can see it
first, right, that’s good. – You can see how this client’s thinking, see if you can make things right. So it helps protect it
by letting you again, be proactive to your consumer. – And you can have a few
negative reviews can’t ya? Every once in a while maybe
something didn’t go right. – Yeah. – But if you rectify it,
it makes it look more real. If you have 100% this
person’s absolutely perfect it starts to almost look suspicious. – It does. – Nobody has that. – Nobody. Well it’s like I said, it’s
not when you’re gonna get a bad review or if you’re
gonna get a bad review, it’s gonna happen in business. It’s what you do about it that’s gonna matter to the general consumer. People who said “man if I
can leave a zero star review” “that’s what I wanna
do” and they couldn’t, so they just blew up this article but it’s how that realtor responded and just took care of the
problem, went above and beyond, that it went from a zero star
review to a four star review. Yeah it wasn’t five but they
were again proactive about it. – Good. Let’s talk a little
bit about social media, that’s become quite a bit
more important as a way to stay in contact with perspective buyers and share updates on properties. – Mhm. – What are some of the
techniques that you have for taking advantage of social
media to get more sales? – Well there’s all kinds of
techniques for social media. I mean literally I could
probably write a book on this. For social media what I always
tell clients is be out there. Be out there regularly, everyday. Make sure that when you’re
posting it’s meaningful posting and interactive posting. It’s not all about sell, sell, sell. – Mhm – It’s one thing I tell them. I don’t want people to go on your timeline and everything I see is a house listing. What I want to see is, I
want to see that you’re a fun group, or a fun realtor. So have those funny, entertaining,
comments and discussions and memes and things like that. But then “hey look at this new kitchen” “in this new home over here on
lake view isn’t it amazing?” Mention that it’s listed,
here’s the MLS number. It’s again, keep it light,
but keep it business as well. – You can do a lot , since
it is a community based profession and people
are thinking about the communities they’re going to be living in. Anything that you can do
to connect and show that you’re a part of the community, a positive person within the community,
that’s gonna be really good. – One great thing I’ve
actually seen on social media from a realtor was, he would
go out to the sculpture parks, he would go out to art exhibits. He would literally either
shoot live from them, or he would take some video of it and he would talk about that
event in detail and says “you know we always have
homes available in this area” and things like that. – Yeah, wouldn’t you like to
live in this area type thing. – Wouldn’t this be great? – He goes out at sunrise
and gets the sunrise over the lakes and things like that. And he starts off the posting
of “good morning so and so”. It’s just amazing that he
gets the response he does. It’s like I said it’s because he’s not all business all the time and he shows that human side of him and his whole team. – Mhm. Yeah it’s a much more
comprehensive strategy, that’s what you really need. Anybody can just find
listings, you got to find some ways to make yourself stand out, you’ve got to provide some value that goes beyond what
other real estate agent’s that you’re competing against are doing, you gotta earn some trust
with people if you want to actually get to the showing and get the chance to take
it to the next step. – Most certainly. – Good, thanks James. – Thank you. – Hey, check out the
marketing 360 site here. We have the platform
that really allows you to manage all of what’s going
on with digital marketing from your website to social
media, in a very efficient way, a very simple and understandable way. And it really let’s you leverage it so that you can build
out your business and that’s what James here can help you do. Check it out, reach out to
us, you can get a free demo and we’d love the chance to work with you. Thanks so much. Thanks James. – Thank you.

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