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Broker Marketing Disruption

Apr 14, 2019 by

With the arrival of spring blossoms, real estate brokerage firms enter the most pivotal season for marketing properties. As they mobilize their marketing engines, the key word this year appears to be disruption. Disruption, however, isn’t occurring so much in the area of who can market a listing cheaper, but rather, in the area of how agents can embrace technology to increase sales.

Most successful agents continue to engage the old-fashioned way. They work hard, engage with clients and build on existing relationships while fostering new ones. Pegi, longtime friend and successful agent, has found continued success through this approach over the years. A true professional, Pegi works with a large firm and recently told me that she has sold one particular house in my neighborhood four times.

This is the true mark of a professional that knows her market. Not only is she better informed, but she also uses a continuous marketing strategy to educate her market, utilizing key people to help with the different segments involved in the marketing process. For her, disruption will occur when she’ll be able to complete the entire marketing process from her own computer. This is true disruption, when she can shorten that process from weeks to a matter of minutes while still complying with company guidelines. She understands that the onus is on the agent to be successful. While the broker can create the roadway, the agent must navigate his or her own path toward success, and, quite often, build it.

For example, some brokerage firms have the agents do all the marketing, encouraging the development of an agent’s own brand. Other firms leverage franchise marketing. The famous RE/MAX balloon is a great example. Another firm, UNiQ Realty, a high-end firm in Newport Beach, Calif., and a new Amarki client, is forming a large firm. They understand the importance of getting it right the first time, so they’re putting the proper CRM and marketing infrastructure in place before reaching critical mass and teaming up with key partners to do it right. Other firms like Hilton & Hyland do a tremendous amount of brokerage marketing; however, the lion’s share of today’s marketing dollar is being spent by agents. This is not what you would consider disruption, but rather, it’s more of a change by firms to push marketing to where it’s more relevant.

In our own marketing automation software company, we looked at our rapidly growing user base who access our marketing suite though their brokerage or franchise and found the following:

  • Top-producing agents (top 10 percent) spend an average of $ 2,200 per month on print. This includes Just Listed/Just Sold campaigns, farming, yard signs, Every Door Direct Mail (EDDM) marketing, etc.
  • Top-producing agents spend an average of $ 312 on flyers, door hangers and walking cards.
  • Top-producing agents are creating an average of 25 digital marketing pieces each month, including emails, social postings, etc.

Some confuse web-to-print as marketing automation, which it is not. True disruption starts with the design process, collateral customization, MLS integration, social postings and print using one simple interface that provides marketing collateral in a matter of minutes and delivers it the same day or within 24 hours. It gives a firm complete control over its brand messaging and makes it seamless for agents to do their own marketing while maintaining industry compliance with mandated requirements.

Disruption is more than just the word of the moment. It has to be understood. As more data is aggregated, we’ll have access to better metrics in order to further refine its definition.

Joe Martinez is the chairman and CEO of Amarki. For more information, please visit www.amarki.com.

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Social Skills: Marketing Through the Noise

Apr 9, 2019 by

A cocktail of fact, fiction and “noise” is plaguing social media, and brands and businesses are finding new and refined ways to resonate in response. In 2019, authenticity and influence will be the most potent strategies—and for real estate professionals, both are essential.

Authenticity
Brands and businesses are doing more now online than just peddling product; they’re recognizing that relatability is vital. Authenticity is key—and no more so in real estate, where genuineness leads to rapport and relationships.

Even though you aren’t face-to-face with your friends and followers, you can dialogue and engage as if you were with social media. Authentic content encourages that interaction naturally. A few ideas:

  • Advertise your knowledge of the local market. You’re an expert in buying and/or listing, but you’re also the expert on your town. You know the restaurants. You know the schools. You know the shops. Be the guide for your friends and followers on social media—you’ll begin building connections, and they’ll gain insider insights.
  • Display or link to your core values in your profiles. Add authenticity by communicating your core values to your friends and followers on social media. These are not only indicative of you, but also of the experience they can expect when working with you.
  • Showcase powerful—and real—stories. Are you assisting with a cleanup in your community? Captain of a fundraiser? Helping a military seller? Share those stories. You could benefit the cause, and relate to your sphere of influence.

Influence
Brands and businesses are also capitalizing on influencers (“influencer marketing”) who have pull (think celebrity endorsements on Instagram); however, anyone can be an influencer on social media. It has built-in reach.

According to the National Association of REALTORS® (NAR), most REALTOR® business comes from clients (referrals or repeat). Ask your clients to influence for you with a recommendation on your LinkedIn profile or a review on your Facebook page. These not only give your friends and followers insight, but also inform their followers about you and your real estate services—a win-win.

Additionally, you can be the influencer. (Your brand is your business!) Consider the advantages you offer as a professional. Is it your knack for negotiating? Your pricing prowess? Differentiate yourself online with those same talents—become a fount of knowledge with regular posts and/or tweetsdevelop a YouTube series, or do a Q&A on Facebook Live. Your friends and followers will come to expect whatever you run with—and, in the future, remember you for your real estate savvy.

How will you be authentic and influential on social media this year?

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4 Steps to an Inspired Marketing Strategy

Dec 7, 2018 by

In real estate—and in any career, for that matter—it’s easy to step in line and follow a comfortable routine; however, innovation is key to making a name for yourself in an industry flooded with other agents striving toward the same goal.

Therefore, stepping outside of your comfort zone is a must if you want to stand apart from the crowd to market yourself and attract attention. How can you keep yourself from being boxed in when it comes to your marketing strategy? Take it one step at a time, starting this weekend, and always keep the ideas fresh and inspired.

Step 1

Take inventory of what’s out there. Do some research to find out what marketing strategies are currently in play. Of these, which are losing their steam and proving inefficient, and which are bordering the disruptor line and making a splash? You’re going to want to be part of the latter, using those strategies to create your own plans customized to your personality and your business model.

Step 2

Take a look at what you already have in place. Remember, some marketing tools, while old school, can still be influential if they’re adaptable to today’s consumer-centric expectations. For example, while mailers and door-knocking may not seem up to today’s technological standards, they can be very personable ways of connecting with the consumer, which can be difficult when most buyers and sellers are initially hidden behind screens as they begin their real estate search. How can you elevate the door-knocking and mailing experience? Think of ways to add a twist of the unexpected to an already-established routine.

Step 3

Be brave. You might think playing it safe is the way to go, but it can, in fact, lead you to challenges if you start to blend in, instead of standing out in the spotlight. Be bold in your marketing—you want to capture eyeballs which will convert to leads, and then business.

Step 4

Once you’ve got your innovative ideas planned out, share them with others and get some feedback. Create a focus group of industry colleagues, friends and family who you know will be honest with you. Ask them if they’re impressed, if they find your value proposition worthy and if they’ve ever seen your idea implemented in the industry before. The key is finding ways to perform your role getting your buyers and sellers through their real estate transactions as smoothly as possible, while also emphasizing the client experience and making yourself the household name for anything real estate-related.

Liz Dominguez is RISMedia’s associate content editor. Email her your real estate news ideas at ldominguez@rismedia.com. For the latest real estate news and trends, bookmark RISMedia.com.

 

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Marketing and Advertising Deduction Tip

Nov 9, 2018 by

Did you know that production costs such as writing and design fees, whether the materials are produced by an agency or part-time hire, are also deductible?

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Marketing and Advertising Deduction Tip

Oct 3, 2018 by

Did you know that production costs such as writing and design fees, whether the materials are produced by an agency or part-time hire, are also deductible?

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