What Do Brand Touchpoints Mean in Real Estate Agent Marketing?

Recently, after talking to a group of professionals in the construction business, the local distributor of Tyvek handed my colleague his card. Among its many purposes, Tyvek is used to wrap buildings at construction sites. The card was itself made from Tyvek, which makes for a fun, tactile, brand-reinforcing experience. I don’t doubt that many conversations have started with, “wow – what’s that card made of?”

A business card is a specific example of a brand touchpoint, a place where your brand as a real estate agent and your target home buyers meet.

Experienced marketers often say “Everything Communicates.” That’s a broad concept, but brand touchpoints bring it down to reality. Everything, from your business card to your actual product or service, says something about your brand as a real estate agent – and it’s your job to know what it’s saying.

Effective marketers know that they have to be intentional about everything that they do. In other words, you have to decide what you want to known for before you brand yourself. A message is crafted about why you are the best choice for the home buyers you want to work with. The voice, personality, and look-and-feel have to be right. After that, you can express that message using all of the channels of communication available.

Those channels are your brand touchpoints. They can include advertising, marketing collateral materials, web site and stationery. Those are the obvious ones. The touchpoints you don’t think of, though, are the ones that are likely cause you problems. These are things like voicemail messages, phone manner (of everyone who answers the phone on your behalf) and the appearance of coworkers, car, or office.

To expand on this, you want to ensure that each of these touchpoints is actually building up the “know, like, and trust” factor with your ideal clients. If you want to be known for being extremely businesslike, then your voicemail should be very to-the-point and your dress more sophisticated. If you wish your brand to be more folksy, then your voicemail can include a more friendly or inspirational message, and your dress may be more casual.

The most important thing is consistency. You want each brand touchpoint to be reinforcing the same message. Don’t let hidden brand touchpoints ruin your real estate agent marketing. Remember that everything communicates. That abrupt voicemail message or dirty car could undo a lot of hard work.

Real Estate – Selling – The Long List of What to Include in Internet Marketing For Your Property

If you are selling real estate in any form then you need to know about internet marketing. Do not spend your time with marketing methods from the past. Do not deal with Realtors who are stuck using old marketing methods.

The marketing methods for today and tomorrow are on the internet. You need a web marketing strategy for any type of property you are trying to sell. If your Realtor doesn’t have one for your specific property, then you must get someone else to do it for you, or get a different Realtor.

Often I am asked what is included in when we do customized Total Web Marketing Strategies for real estate properties for sale.

Below is a sample list of the types of things we recommend you do for properties after creating a custom website apart from Realtor or FSBO websites.

Sample Custom Internet Marketing Plan

– Website Marketing

– Onpage Optimizing with Keywords

– Search Engine Optimization

– Search Engine Submissions (Over 200 search engines)

– Authority Sites Back Link Development

– Email Marketing Campaigns to Targeted Buyer Groups

– Automatic Followup System – Setup & Maintenance

– Custom Flyer Creation & Distribution

– Buyer Contact List Building

– Video Marketing of Your Property (20 online video sharing sites)

– Audio Marketing of Your Property (30 online audio sharing sites)

– Press Release Distributions

– Google Local Search Engines Setup & Optimization

– Creation and Promotion of a Listing on Google Search and Google Maps

– Local Internet Directory Submissions

– Blog Creation & Blog Postings

– Real Estate Forum Postings

– Social Account Creation

– Social Bookmarking Submissions

– Article Directory Submissions

– RSS Feed Submissions

– Content Management

– Website Content Writing

– Graphic Design

– Property Branding

– Online Promotions

– Pay Per Click Advertising Setup & Maintenance

– Podcast Production & Marketing

– Webpage Sales Copywriting

– Web Traffic Analytics Setup & Analysis to Determine Website Traffic Sources

– Ongoing Monitoring to Determine Most Effective Channels for Marketing Your Property

Tips on Marketing a Luxury Home

When thinking of luxury real estate you can expect to pay more than five hundred thousand dollars for a home. With the economic recession behind us, the market for luxury homes is booming once again. The market is now getting the benefit of the rising income levels of people along with their desire to own a lavish, grand residential space. It is just as easy to sell a luxury home as it is one that is affordable to those without a lavish income. The market will basically targets the individuals with high net worth that also has big cash reserves and is looking for high quality living and potential investment options. These luxury properties are usually found in an up-market locality where the residents can enjoy a lifestyle that is world-class and has ultra-modern amenities.

One thing to note is that the prices of a luxury home can be very volatile. At one time, they can be at their peak when the demand is at the highest point and then it can drop substantially where you have no buyers in the market for luxury real estate.

There are many different ways in which you can market a luxury home. One way that is very important is that you will need to advertise aggressively. You should use mediums of advertising like radio, the internet, newspapers, and television effectively to attract potential buyers. You can also use billboard and pamphlets as a means of advertising in order to draw the attention of potential buyers. In your advertisements, make sure that you highlight the specifications, layout of the home, the location, and the facilities to generate more curiosity.

You can also organize seminars and exhibitions where you can showcase the luxury properties that are available to the buyers. Ask the sales representatives to interact with them personally and be able to solve your buyer’s queries. Convince them how investing in the properties will be in the long term advantageous to them.

Make sure that you can assure your potential buyers that they will have legal clearance on the homes they are considering purchasing. No buyer wants to spend millions, or even hundreds of thousands of dollars on a luxury home only to find that there is some form of legal trouble related to the property.

You can also hire a brand ambassador, who could be a celebrity that works in some of your commercials that is helping to promote the luxury properties you are trying to find a potential buyer for. Make sure you promote the luxury home throughout the world as a potential buyer can come from anywhere.

Technology and Tools to Boost Up Your Real Estate Dealings

The real estate world has seen a dip in the dealings be it leasing, buying or selling, especially in the recent times. In today’s tough economic times, making a new customer is challenging and so is retaining an existing one. Real estate agents have to be at their marketing best at all times and for it they need to be tech friendly.

You might be the best at what you do, but until you communicate it in the right way with the right tools, your efforts might be getting wasted. Technology and communication need to go hand in hand and failure in this issue can see you lag behind compared to your competitors. More importantly, there needs to be a balance between the two and to bring that balance in your profession you need to be working on both the aspects simultaneously. Everything from client communication, connecting with new customer database, sales pitch, after sales service and other such interactions need to be done effectively with the help of technology.

Being in the real estate business, you might have noticed that the presentation or bidding of a real estate agent lacking in the technological aspect affects the whole deal. So instead of avoiding technology why not adapt it to fare better as it will assist you in ways you couldn’t have thought possible. All you need to do is incorporate a few of the technological tools in your everyday dealings making it swifter for you and effective for the customer.

Here are some tips to get you started.

  • Smartphone

If you are still using your old mobile phone it is time you switch to a smartphone with a data plan that lets you incorporate database tools. It will prove to be really helpful when you need to contact your prospective clients no matter if you are in the office or out on the go. You can do it all from your smartphone be it sending or receiving emails, browsing property websites, downloading real estate related news apps, communicate instantly no matter where you are.

  • SMS marketing

SMS marketing is an highly effective way to keep in touch with your regular clients and even getting acquainted with new ones. Make it a part of your client communication strategy where you can send notifications, inform them about new properties on the market, send reminders for installments, invite them for property related events, send them links, details and other market related information.

  • Email communication

Emails have become an essential feature when it comes to client communication. It is a quick and convenient way to reach out to property agents, builders, customers especially when it comes to commercial property clients. Make sure to use the best data software for both your computer and smartphone so you can send and receive e-mail even when on the go.

  • Software

Many software packages are especially designed for the real estate industry and are available at affordable prices to assist the real estate professionals. You can integrate it in your system for database entry, facilitate management of broker, staff, leads, quotes, customer account, auditing and other processes. The softwares are designed to meet the ever-growing demands of the real estate industry and can be used by all, developers, builders, contractors, infrastructure developers.

  • Website

Your personal website can boost your clientele and your work reputation as it will be easy for clients to know all about your work increasing the trust and dependability factor. They will have a gateway where they can access your property listings and inspection information related to all the properties that you have on offer.

  • Presentation software

While presenting a property to many clients or a team you could make use of presentation software with the help of which you can add site photographs, 3D images, manage content, basically create an awesome visual experience for the client giving your property bid a boost.

All these and more can be a part of your everyday dealings when it comes to presenting, negotiating, selling or closing a deal. Like every other field, real estate too is embracing technology and it’s time you too go for it.

Real Estate Advertising

Online real estate advertising is a form of promotion that uses the Internet to deliver marketing messages to attract real estate leads. Examples of online advertising include:

  • Contextual ads
  • Banner ads
  • Blogs
  • Rich media ads
  • Social network advertising
  • Interstitial ads
  • Online classified advertising
  • Advertising networks
  • E-mail marketing

Added Bonuses Offered by Blog Hosting Companies

Some real estate advertising is free and others are not. Some providers specializing in real estate blogs offer added bonuses that can complement your search engine business plan (SEBP) at least for a period of time. For example, some SEBP programs incorporate the use of Google AdWords or Yahoo! Advertising Solutions. These are advertising programs that you can use to help boost your overall website traffic for a fee. Some web-hosting providers offer free credit called bonuses. These bonus programs can be a good way to help you get started with real estate marketing. The hosting company that we use, currently offers the following credits if you buy one of their hosting plans:

  • Free $100 Google Adwords Credit
  • Free Up to $100 Bing™/Yahoo! Search Credits
  • Free $50 Facebook Ad Credits
  • Fotolia Photo Credits

Don’t let these bonuses be the deciding factor for your online marketing campaigns.

Do You Really Need Real Estate Advertising

Online promotion to generate leads depends on your budget, know-how and time. You have to ask yourself, “Do I need prospects right now or can I wait and generate leads the traditional way?” And, just in general, people are not necessarily trusting advertisers. Besides, when you stop paying money towards advertisements, then that’s it, your pull will stop, meaning nobody will find you unless you start advertising again. Some agents spend up towards $5,000 (and sometimes more) per month to try and capitalize on qualified prospects. We know some agents who spend this much and don’t make a dime. Their referral business keeps them afloat, rightfully so!

There are other online alternatives to attract home buyers and sellers that do more than just advertise. They build brand, authority, and relationships.

Real Estate Advertising Alternatives

A good advertising campaign is built on unique content. But, not just any content. It needs to be content that is built around what search engine users (i.e. buyers and sellers) are actually typing into the search boxes. Search engine optimization (SEO) professionals call this content marketing. Unique keyword-rich content is king. Your content must educate and inspire your readers, keeping them engaged while helping them see how they can overcome their challenges and achieve their goals by using your real estate services. Content marketing in real estate is an SEO marketing strategy for consistently creating and distributing relevant, valuable and useful content to attract, acquire, and engage readers. The objective is to turn readers into leads, then to clients. Real estate content marketing is based on market research and includes keywords and phrases.

You must have content in order to effectively attract customers form the Internet, but there are other phases too including:

  • Market Research
  • Site Development
  • MLS Integration
  • Page Optimization
  • Content Marketing
  • Link Management (a.k.a backlinks)
  • Tracking Results

The one point above that is mostly forgotten about is link management, or backlinks. The number of links that you have pointing towards your site, from outside your site, hugely affects your search engine rankings. Below are just a few techniques for building a backlink network:

  • Bookmarking on Twitter, Facebook and Google+
  • Web Profiles
  • Social Bookmarks
  • Video Marketing
  • Web 2.0 Marketing
  • Article Marketing

The important thing to know here is that should you stop creating content or links, your brand and authority will survive because what you put on the web. This is so because nothing really get’s thrown away; It just gets indexed. By adding the above features to your website and blogs, you will have built your own real estate advertising program without spending a dime on advertising. The only way it does not work, is if you do not do it, correctly.