29 Common Mistakes in Real Estate Marketing
The real estate market has seen some tremendous highs and lows in the past two decades. The introduction of technology and the changes in the economic scenarios, many amends have taken place. Covid-19 has made it especially difficult to keep appointments and some consider open house showings to be flat out dangerous. In such situations, it has become imperative for real estate agents to promote themselves wisely to attract clients in new and creative ways.
It is important to note, real estate clients in the present scenario are not as clueless as they used to be in previous times. In fact, now they have become more independent and resourceful. With the help of the internet, the clients now have the option of doing more legwork themselves. First-time home hunters search the internet first when they are looking for a house. And not just the property but in order to be sure that the agent that they are hiring is reliable, the clients like to research him too. Hence, the agents need to establish a credible online presence.
Here are my top 29 Common Mistakes in Real Estate Marketing
1. They Don't Hire a Real Estate Photographer
Even before visiting the property, people make their mind about it, simply by looking at the pictures. Hence, it is important to click amazing snaps of a property or even the best properties can become hard to sell. It is crucial, real estate agents need to hire professional real estate photographers who have some experience in this field. Your photos will make it or break it for you.
2. Running a Website that loads longer than 3 Seconds
The first step, when you set up a business is to create a website for it but it needs to be FAST. Advertisers are constantly fighting for your attention, your clients need to know where they need to come if they wish to find relevant information about the business now. When developing a website, you need to remember that your end goal is to offer people a great and smooth experience. For this, you need to ensure that all your websites are blazing fast.
3. Doesn't Reply to Comments on Social Media
Today, in order to establish a personal relationship with potential clients, businesses around the world are using social media networks. The case is no different for real estate marketing as well. This makes it important for real estate agents to set up their accounts on popular social media platforms, like Facebook, Instagram, Google+, YouTube, etc. This way you will get a chance to better market your properties and to directly interact with the users.
4. Doesn't Allow Users to Share Their Properties Online
People today are social media enthusiasts and they like sharing their lives with other people. From where they went for the holidays to what they had for dinner, people today, aren’t hesitant to share anything. Real estate agents can use this likeness to their benefit, by letting the home shoppers share their property pictures online with friends and family. They can do so, by adding social sharing buttons on their pages that will make it easier for the clients to email and share various properties online.
5. Never Purchased Paid Ads
If you want to promote your business effectively, then one way of doing so is by using paid advertisements. Many social media platforms like Facebook and Instagram have introduced various targeting features that can help businesses in attracting attention. So, if you want to get in front of the eyes of your clients and ahead of your competition then, do consider giving social media ads a chance. If you don't invest money for advertising, you don't have a business, you have a hobby.
6. Doesn't Use Call Tracking
If you are a part of the real estate agency then you should definitely use call tracking services. So, if people call you after seeing your advertising, then using these services can help you in tracking which ads and keywords are responsible for driving the calls. This information will prove helpful to you in future promotions.
7. Doesn't Use Local Images to Promote
When you are selling a property, it is not just about the property or the house that you are convincing your clients to purchase. Instead, it is about the entire locality, the whole town, area, neighborhood, and every other thing. Hence, when you are taking the snaps of the house, make sure to check out the neighborhood and the local area as well. And if you happen to find anything, that you believe might work as a selling point like, a beautiful park, or a charming bridge, then click that too!
8. Prioritizes Mainstream Buzzwords Instead of Locally-Oriented Keywords
Only designing a well-functioning website is not enough to catch the attention of the buyers. Instead, if you want them to find you then you will need to include some locally-oriented keywords in your website content as well. This way when people are searching for a property in your locality, Google will know to flash your website in the search results.
9. Doesn't Partner with Local Businesses
In the real estate business, your primary concern is local people, hence partnering with local businesses is a good trick. So, look around you and find local businesses with whom you can collaborate. See, if there is any diner in your area that will let you buy mugs for them that have your logo, or check if they will let you have a place on their paper place mat setting. Don’t be afraid to go big with local marketing. And remember to be creative.
10. Never Uses a Referral System
Today, many companies are using referral programs to encourage their past or present clients to refer them to others. This network is helping them in spreading their roots. You can use this trick too. You just need to come up with an incentive plan for your clients that will lure them to refer you to the future home buyers.
11. Doesn't Create Creative Content / Contest
If you have been dealing in the real estate field for long, then by now, you will have earned a lot of experience. You are able to see the angles and know what actually works. Use this experience to create funny content or creative contests for people with no experience in buying a house. In exchange for this, you can ask them for their email id or other contact information. Thus, by successfully creating content and contests you can prepare a potential customer base for your business.
12. Never Available and Difficult to Contact
If you are not available or you cannot be found when your clients need you, or when a potential customer is considering contacting you, then you can lose on big opportunities. Hence, to avoid losing golden chances, make sure that you can be easily found. For that, you should provide your contact information, like your contact number and email on every page.
13. Has No Idea Who the Competition Is
This might sound bizarre to you but it is very important to learn from your competitors. (Think Art of War) Yes, doing that will give you an idea of what is trending in the market, or what are the marketing tricks and tips that businesses are using presently to gain success. For this, you need to maintain an eye on your competitors and you need to follow their websites and social media accounts.
14. Forgets to Stay in Contact
It is a good idea to stay in touch with your former clients. You can ensure this by sending your clients a birthday text or a Christmas card. If you will do this then in future when your clients will be ready to make yet another purchase, or when their relative is ready to own a property, it will be your good name that they will remember.
15. Never Used Google My Business Page
Google My Business page is the most recent tool in the arsenal of Google that it has created to help businesses. If you haven’t yet heard about it, then don’t worry because it is basically the same idea as the Google+ or Google Places for Businesses page. By setting it up, you will increase your chances of being found by the users on Google Search, Google Maps, and Google Plus.
16. Has No Testimonials
The praising words of your former clients can do your business reputation more good than any other marketing strategy. This is because people generally tend to trust the words of other people more. Hence, if you can convince your former clients to offer some kind words for you, then it will reap you positive results. Also, while you are at it, try to get the pictures or videos of these clients as well.
17. Has Ugly/Old Business Cards
Business cards play an important role in the success of a company. If you want your clients to take you seriously, then you need to get your business cards printed. This will help give your business authenticity and reliability and it will impress your potential customers. Also, remember, once you have got your cards printed the next step for you is to distribute them among people. Hence, remember to carry your business cards on you at all times! (Have a digital business card available as well)
18. Doesn't Have a Call to Action or Animated Introduction Video
To promote your business, you can consider creating or outsourcing a Call to Action video or a short creative animated video. Smoke the the rest or the competition, let your potential clients see why you are the best and influence them to pick up their phones to contact you. People love watching videos and can help you in attracting and engaging customers. Moreover, such videos will also help you in establishing a personality for your business that will help the audience in connecting with you.
19. Follow-up Gifts? Pfft, Bye Felicia
Once you have closed a deal with a prospective client, that doesn’t mean that your relationship with them has ended right away as well. Hence, if you want them to remember you and to recommend you to their friends and family then consider gifting them a small package consisting of local theater tickets or restaurant cards, after the closing
20. Doesn't offer a 3D virtual tour (Matterport Pro2)
Home-buyers today are much busy and less helpless as compared to how they were some years back and because they have many options other than you, they are more reluctant to waste their time by visiting a property that does not match their taste. So, in such a scenario what you can do, to save their time, is to offer them a virtual tour of the property before a physical visit. This way, they will have a chance to decide for themselves, if a real visit is a good idea or not.
21. Will Never Consider Local Sponsorships
If you are a real estate agent then you should consider investing in some local sponsorship like a fest, school event, a sports team, etc. This will prove to be of great help to you as it will give you chance to interact with local people and to get the name of your business printed on the back of the t-shirts, pamphlets, flyers, etc.
22. Neglects Zillow
Using Zillow can be a bit expensive for your business, but using this service is sure to reap you positive results. After all, according to stats, Zillow accounts for 47% of the website traffic for all the real estate searches.
23. Has No Niche
If you live in Sacramento and are a real estate agent, you already know the competition is very fierce, then one way you can carve a place for yourself is by finding your niche. For this, you will have to discover a specific need that you can fulfill for the people and then market it. It can be anything, maybe you can be good at finding homes for people with pets, or maybe you can specialize in finding a safe neighborhood for children. As we said, it can be anything. Just try to figure out your niche and then market it passionately.
24. Doesn't use Scheduling Apps (Calendly.com or Zapier.com)
The need to offer your clients services that will save them time cannot be emphasized enough. Hence, you should consider using schedule sharing apps that can effectively aid you in coordinating time when you can show a house to the buyers.
25. Doesn't Brand
An easy way to establish yourself as an important identity before your people is by branding. For this, you can make use of the freebies like pens, goodies, and t-shirts that people love. Consider giving them out as gifts at local events like festivals or sports events to spread the good word about you. The goal here is to be the talk of the town.
26. Not a Mobile-Friendly Website
Mobile phones today have become an extension of the human body. No matter, where people go, whether it is for a walk or to the office, they prefer carrying their phones on them. Thus, it makes sense that most internet users use their mobile phones for online activities like researching, online shopping, etc. And this is why it is important to make sure that your website is mobile-friendly or else, you are at the risk of losing many potential clients.
27. Forgets to Relate to Client
If you will ask people what is it that makes humans different from other beings, then many will reply that it is our ability to feel emotions that sets us apart. Well, believe it not but real estate agents can use this emotional ability of humans to feel and connect for their benefit. All you will have to do is, listen to what your client really wants. Be the bridge to what they are searching for and tell a compelling story that relates to them. Show them that you care and you have feel passion to help them. If you will do this right, people will be influenced to follow you.
28. YouTube Account doesn't exist
YouTube is an amazing platform that is constantly growing and adapting. It is a good way of gaining more followers and getting more views for your listings. So, if you believe you are comfortable enought to talk to people about your experiences on the job then we recommend that you host a YouTube Blog and record a walk-through of your live experiences. Also, if you heed this advice, you can advertise your post on competitors YouTube pages and post it on your website as well.
29. Never Updates their Website
If you wish your customers to have a great time on your website, then other than the features on the property page, you will also need to pay attention to your site navigation. Now, in order to achieve this you will need to brush up the user experience design skills and information architecture. Also, you will need to remember to only offer relevant content on your web page.