Your clients are now your ex-clients, because their house sat on the market for many months.
Setbacks happen, but your clients were expecting something that you didn’t deliver.
It is no longer acceptable to just put a listing on the MLS (and a few websites), set up a
single-page website for the property and distribute sell sheets at open houses and agent gatherings. In the old days, clients counted
on their Realtor to market their house to other Realtors. Now, sellers take a more active role and monitor how well or how poorly their property is advertised and marketed, especially
Clients demand their home is marketed as well as or better than their neighbors’ listings, using a
multi-channel marketing plan that takes advantage of the many tools at your disposal.
A Multi-Channel Strategy
Your marketing strategy should begin with a story, selling the “why” as much as the “what.” Start by defining that “one thing” about the listing that you can build the marketing story around. Is it a home with four
bedrooms and a big basement for a growing family? Or is it a great starter home with an awesome backyard?
Photographs help illustrate the story and are
valuable in attracting search engine traffic. If someone searches for homes with big backyards, it benefits you and your seller to have photographs of the big backyard of your listing
online. It will help your listing rank higher, and potential buyers will get what they searched for.
While it might be convenient to have the MLS distribute your listing content, don’t count on them
to handle your photographs. They compress, reformat and generally degrade the quality of images. That might be OK for other agents, but not for consumers or your sellers.
Today’s affordable marketing tools, such as virtual staging, can make an empty home look lived in by filling it with furniture, which can help potential buyers envision what a barren room could look like when
furnished. Also, photographic enhancements can turn a grey sky to blue, and brown grass to green. There’s simply no excuse for bad visuals to accompany a listing.
Multi-channel marketing is not online only –
offline tools are still necessary. By integrating stunning photography, vibrant color and effective narrative, you can create colorful brochures, great sell sheets, engaging
postcards and appealing ads.
Social Media Marketing and Content Marketing
Next, leverage your content as much as possible. You can start by taking advantage of the content
you’ve created on social networks.
Announce your new listing on Twitter and include a link to photography
Add your new listing to your Facebook profile and encourage your friends to share it
Update your status on LinkedIn
Add photographs of your listing on Pinterest
With every home, be sure to include a link to your firm’s website with detailed listing
Publishing a couple of tweets and a few Facebook posts is not
enough. Allow time every day to consistently update your social networks by building a narrative about the listing. Remember: Social media is social, so make an effort to engage your
clients by friending them on Facebook,
following them on Twitter and
connecting with them on LinkedIn.
Beyond social media, two pillars of content marketing – blogging and email marketing – can build
systematic interest in your property.
Writing Your Posts and Emails
When creating the narrative about your listing, these are some of the most important issues to keep
Tell your listing’s story in a straightforward, conversational fashion.
Good grammar and spelling are important.
Highlight something new in each post.
Use 10 or 15 keywords that will make it easier for buyers to find the property on
Add a blog feature to your website to help you to develop the story of your property by
highlighting specific rooms and particular features. Email updates through an email marketing system to deliver these stories to your contacts so that your news arrives in their
Real estate marketing has changed, as have your clients’ expectations. By gaining an increasing
comfort level with new marketing technologies and techniques, your multi-channel marketing strategy can evolve – which will help you close deals, not lose them.