Basics of Real Estate Marketing – Part 2

In the previous post, I went over some basics of marketing for real estate professionals. Whether you’re a realtor, broker or investors, marketing is the key to keeping your business open and not shuttered down. Remember — if you’re not marketing, you’re not in business!

Let’s recap — direct mail gives you access to thousands of potential leads. Homeowners, sellers, potential buyers, private lenders, people facing foreclosure and more. All can be marketed to with your message weekly, monthly or however you choose.

Online marketing – in the form of a well-converting website, social media and SEO/PPC – can be a potent way to reach your targeted real estate audience. If you’re not line, you’re not in business. If you’re doing it properly, you’re behind all your competition.

More Ways to Market Your Real Estate Business

1. NETWORKING – Not everyone’s favorite, but sometimes there’s no replacement for getting out there face to face. There are real estate investor groups or other business gatherings in most cities. Check your local Chamber of Commerce, meetup.com or LinkedIn to find the groups nearest you.

The big key here is not to just be a business card dealer — strive to build meaningful connections with those who are actively engaged in the business. Networking is a skill that takes practice – don’t just show up to meetings and expect it to work. Make a weekly plan and watch your referral business grow.

And remember — GIVE FIRST! Don’t expect people to start sending you leads after a phone call.

2. DOOR KNOCKING and DRIVING AROUND – Tried and true, old fashioned door knocking can be your ticket in to some extra listings or new investment deals. This might require an extra dose of courage for some (or a few extra doses), but real estate is a people business and sometimes you just have to go right to the people. Remember – you offer a valuable service! Be happy and proud to share that service with your community.

Driving around, or “driving for dollars” as it’s called in the investment community, can also be a very effective marketing strategy. How it works is this: drive around your neighborhood — or wherever you find yourself — and write down the addresses of potential leads. For me, that means fixer uppers. You then look up the address of the owner and send them one of your direct mail pieces.

I remember a couple years ago I was in the Salt Lake / Aliamanu area of Honolulu. I drove the area, writing down roughly 40 addresses of potential fixer upper homes that intrigued me. I got a call from a family on Likini Street and it ended up being a fantastic acquisition! All from writing down an address and sending a few letters.

3. DON’T BE SHY. Don’t be afraid to tell people what you do. Your friends likely know, but be sure to inform your postal carrier, auto mechanic, physician, sister’s babysitter, kid’s teacher, etc. This is not the business for shyness. Let the world know!