There are numerous activities that real estate agents can do to build their brand over time, to create awareness (the so-called “brand awareness”) in people, and – above all – to open the way to new opportunities for their business.
However, many of these marketing strategies require huge budgets, which small real estate agencies don’t have.
We are talking about activities such as the broadcasting of TV commercials or the purchase of advertising space in newspapers. All activities that, even if entrusted to small local media, are not sustainable for a small real estate agency, if not absorbing the entire annual marketing budget.
Thinking of marketing as an expensive and purely advertising activity leads many real estate agents to limit it to sporadic initiatives.
To change our readers’ minds, we drew on our industry experience, compiling some field-tested marketing strategies that are perfect for small agencies with low spending potential.
Local involvement is what can determine your agency’s success or failure in the short term. Your customers are often people who live in your area and who have somehow known you, who have heard of you and who cross your window to go to work.
Most people prefer to work with real estate agents they already have a connection with, or suggested by a person they trust, or whose reputation they already know.
For this reason, knowing and establishing healthy relationships with people who live in your city and province is a fundamental aspect. On the other hand, word of mouth is the most ancestral and most effective form of marketing.
Integration into the community
One of the best examples of local involvement is becoming part of local organizations and groups. Start by looking for collective initiatives that are true of interest to you and your agency.
Take part in the demonstrations and events that are organized in the area. We are talking about: art exhibitions, concerts and theatrical performances, sporting events, buying groups, work courses, volunteering, competitions and contests of any kind.
The important thing is that they are initiatives in which you can find potentially target people for your business or, at the very least, influential people and large local social networks.
Do not think that the “influencers” are only characters like Ferranti or Montesano. Often, in fact, even the greengrocer near the house can be a very effective information vehicle when it comes to advising or directing people to other activities.
Also, you don’t need to attend events every week, the important thing is to try to get involved (and really be!) Often enough to be recognized and appreciated by people.
Furthermore, an important thing is to avoid being seen only at events and events focused exclusively on business and business. These events are also important, but by themselves, in general, they do not lead to the establishment of trusting and lasting relationships.
If you pay attention to what is happening in your area and listen to the people you meet, you will quickly become aware of dozens of local events that are happening near you.
It will not only be economic events or large concerts, but you will have a list of events capable of actively involving a few dozen people and which can count up to 80-100 participants.
Almost always, the organizers of these types of events accept local sponsors.
By focusing on events of this size, small enough for everyone to appreciate the presence of the sponsors (and guarantee low costs for you) but large enough to involve some good contacts in target, you will be able to attract the attention of the participants and you will be able to know from a rather large audience.
In this case, your physical presence during the events will be essential to give a face and a name to your logo and working method.
Become a reference point
A great way to create local connections is to participate as speakers and experts at local events and conferences, if not as promoters and organizers. As a professional, you should have expertise, knowledge and experience within the real estate ecosystem of your area that you shouldn’t keep hidden.
You will be able to discuss and open dialogues on the different nuances of the local real estate market, how they behave and what the sellers and buyers of the neighbourhood expect, the mistakes to avoid in the buying and selling process, some anecdotes of your experiences, everything that people should know before hiring a real estate agent.
Whatever topic you are talking about, remember that when you are in front of a local audience interested in what you are talking about, you will be in an ideal position to make new contacts. Obviously, at that point, you will need a real estate CRM to keep track of contacts and manage them.
The real estate sector, both commercial and private, can prove to be a key element in any economy. It is important to support and support the real estate sector in a transversal way, for example by promoting quality tourism, or through the support of new forms of “service” in the management of properties, of workspaces such as cowering in the service sector, to promote new forms of widespread artisan entrepreneurship or temporary stores.
These are all new possibilities that still require workspaces and new services. Becoming promoters and immersing yourself in these new innovative forms of use of real estate spaces means anticipating a trend that is now transforming the world (and as often happens … Italy is in the queue). We will certainly return to analyze this topic in more depth in some of our new articles.
Simple email marketing
Email continues to be one of the most effective marketing channels available to all professionals and any real estate agency (of any size). Thanks to its flexibility and low cost of access, even a team of only two members will be able to take full advantage of email marketing campaigns.
There are countless books, web resources, guides and tips that you can use to build truly effective emails to grab the attention of your potential, current and old customers, but to begin with you need to start working on two main concepts: “email capture” and“drip campaigns”.
Inevitably, every prospect you have started having a relationship with will end up visiting your website to check who you are, to see who your team members are, or just to look up your address or phone number.
In any case, regardless of the reason, they will show up on the Homepage after you Google your name. When these people visit your website, you need to make sure you have a feature that can record – or “capture” – their contact details.
To do this, simply insert on the Homepage or on the main landing page (also called “landing page” or “landing page”) a form for entering the email address to which your newsletters will be sent. Once you have the email addresses, you can start communicating with your subscribers on a regular basis.
Immediately after entering the registration form on your website, it is obvious that you should not expect an immediate surge in leads and sales.
In fact, it is first necessary to understand what could be the reasons why people will be dissuaded from leaving their information on the contact form: the fact that the data collection form is there just a click away does not mean that people will fill it in. automatically, indeed…
One of the simplest incentives to increase the conversion rate to leave your data is to use an educational “drip campaign”. When users provide you with their emails, you could send an automatic email once a week about a real estate issue (we’re talking about marketing automation).
This automation has two advantages. First, it provides a valuable incentive (via so-called ” calls-to-action “) to be placed on the newsletter subscription form, which will make it much more attractive.
For example, if the “drip” campaign focuses on the complexity of the phases of buying a house, you could offer users to download a “free introductory guide for buying a house in Rome”.
Secondly, you will be able to create an email marketing mini-campaign that allows you to keep your leads “hot” for a certain number of days without the need to manually send e-mails.
Industry news source
This is a marketing strategy that very few real estate agents engage in, but it can help you build a solid reputation locally and beyond.
If you are trying to reach a specific target of potential customers, then you need to identify the media by which people stay up to date. Working with local media could be a possibility.
The trick is figuring out how to participate. As already mentioned, in fact, as members or owners of a small real estate agency, you will certainly not have sufficient funds available to buy advertising space and do public relations.
Fortunately, there is a free way to get into (real estate) news in your area: become a trusted source of real estate information by partnering with journalists and news outlets.
The channels can be from the simplest and most free, insights into the online version of the newspaper or blog, comments and posts on social networks to gain authority, even to a personal blog.
If you can build a professional relationship of trust with local journalists covering topics such as real estate, the market, economic development, urban planning, and so on, there is a good chance they will begin to contact you periodically as an authoritative source of information.
If you are consistent, punctual and captivating, you will be able to distinguish yourself from other real estate agencies and you will be well on your way to showing your name and your face in front of thousands of potential contacts.
Identifying the most reliable strategies that bring in high-quality leads is difficult, there’s no question about that. However, having few limited resources available will certainly not be a limit to building and managing multiple marketing channels.
The key to all this is certainly the initiative, the desire to get involved, combined with continuous experimentation of solutions and strategies, such as the ones we have just proposed. If you do this, you will already have more channels, and chances, to reach new and profiled contacts.