Top Signs Your Real Estate Marketing is Not Working

Top Signs Your Real Estate Marketing is Not Working


Could your marketing be outdated, ineffective, or even harmful for you and your business? There are several signs your real estate marketing strategy might need an update in 2017. This week we look at the top signs and what to do!

 1. Your Inbound Marketing is Being Ignored.

It’s not just about the advertisements in magazines or online. Inbound marketing focuses on providing customers with valuable content, instead of pushing out a specific message. Inbound marketing has been proven to be far more effective than traditional advertising. Pulling the customer and not pushing on them is the key to marketing success today. We pull by providing killer content that they find valuable, helpful and assists with their biggest challenges in today’s marketplace. Take a minute and think what their challenges are? What would help them with those challenges? Are you providing valuable content the consumer considers valuable or is it just the same old content we think they would find valuable?  You need to find what they are praying for before answering their prayers!

2.  You’re Using Social Media “Just Because”…

If you’re using social media just because you think you are supposed to, you likely aren’t seeing much benefit. Create a strategy beyond gathering followers. Use it to promote your content, build a community, and address any customer concerns or questions. That said, don’t use social media to just push your agenda or promote your listings or blog posts; use it to engage. Just like your inbound marketing strategies your social media marketing strategies need to provide value, solutions to pull and engage the consumers. No more ego selfless promotions posts but add value, answer questions and engage them in your social media marketing by having a plan. Create a strategy and be intentional and not just because you think you “have to” marketing strategy.

3.  You Fail to Update or Don’t have a Blog

You don’t need to contribute a new blog post every day but you should be blogging about one time a week. If you’re posting less than a month, you need to revisit why you even have a blog because you’re not likely generating much traffic from it to make it worth it. This is a long game marketing approach but an approach that will pay large dividends in the future.   The world is looking for experts and someone to advise them and a blog positions you as the expert in your community so go and take that title of expert in your community today!

4.  You Have Not Looked at Your Analytics

Everything in your marketing should be data-driven. Don’t repeat the same mistakes over again by not looking at your analytics. Carefully evaluate what your data is telling you about your audience and about their likes and dislikes. Check your website, email, and social media analytics at least once a week. You never know what the customer will value and what they will not. You need to track and measure all your marketing and your content and know what is working and what is not working. Once you know what is working then give them more of that!

5.  You Don’t Segment Your Audience

If you’re trying to target everyone, you are likely really targeting no one. You can’t be all things to all people and gain traction or own a piece of the market. Everyone gravitates to the expert or someone who specializes rather than the agent that seems to do everything and do it equally to everyone else. Figure out who your ideal client is. Focus on attracting those consumers with your marketing. “Otherwise, you’ll be wasting a lot of time and money on people who will never buy from you anyway. So many agents are residential, commercial, farm and acreage specialists!!

6.  You Do Not Rank or Exist in the Search Engines

If your business name or your name isn’t in the first few spots of the Google search rankings, you have a problem. Just try googling your name or top realtor in _________ and see what comes up? If your competitors all outrank you, you have a big problem. Focus more on mastering to get higher in the search rankings but just start by increasing your presence first. This likely will mean more content building to increase your search engine presence and ranking. Start blogging, posting video and sharing more killer valuable content to your community.

7.  You Create Lots of Content But Little Traction

Seventy-five percent of content gets zero links, and 50 percent gets two or fewer Facebook interactions, according to the site Moz. Get others to read your content by using a three-step plan: Research topics and issues your audience cares most about to use as the basis of your content; write high-quality and 1,200-plus word articles and videos about those issues; and have a plan to promote your content via email and social media. Find what they want and what their issues, needs and wants are in the marketplace and give it to them!!

So there you have it the top ways to determine if your marketing needs a makeover in 2017 and whether it is working or not. Just take one day a week to provide the killer content to the consumers that provide solutions to their issues in the marketplace and just watch what happens over the remainder of 2017!

 

The Truth about Real Estate Buyers and Buyer Agents

We have all heard or said the comment “Buyers are liars” and that is the furthest thing from the truth if we really take the time to understand them better and how they really want to be served. Let’s look first at the common buyer agent and their issues buyers say about them.

1) They don’t listen

2) They don’t understand our needs & wants

3) They have no process, they wing It and they are reactive

4) They wait vs. create a buying opportunity

5) They get us to buy what they think we should buy

6) They can’t communicate their value proposition

This week we are sharing the 10 easy and effective steps to better serve your buyer in today’s market. Taking the time to follow this step by step process will allow you to convert more buyers than you have in the past…….

Ten Step Buyer Process to get the Commitment Every time

Step 1)  The Initial Meet and Greet

Option 1 – Meet Buyer At A Listing

Option 2 – Meet Buyer At The Office (TIP – Prepare and coach receptionist to greet buyer as follows: “You must be [Customer’s Name]. We’re really glad you are here. [Agent’s Name] is looking forward to meeting with you.”

The Critical First Two Minutes – Connection & Control. Your goal is to get the buyer to like and trust you and not to rush this process. Here are simple tips on “How To Connect”

Step 1: “How are you today?” Then listen and engage with their response.

Step 2: “Thank you” or “welcome” or “compliment”

Step 3: Introduce yourself

Once you feel you are connected (nod and see if they nod back) take control of the process. “If it is alright with you, what I’d recommend we do first is sit down and get acquainted. I would like to ask you a few questions that will help me help you find the right home. Will that work for you?”

 Step 2)  The Meet – Choose a different Location (Fresh Energy!)

  • Office (Like Bringing Them Into The Death Star)
  • Meet Them Where They Are At
  • Easier To Get Them To Meet At Coffee Shop
  • Presentation On Tablet
  • Offer a gift (drink? Pen?)

Step 3) The Buyer Interview

  • Tip (Have a file made up with their name on it.)
  • “I would like to ask you a few questions that will help me help you find the right home. Is that okay with you? Is it okay if I take some notes?” (Power of the Note Pad)
  • Follow the proper question sequence: Did You Know??

a) Rapport questions

b) Foundational (prior learning) questions

c)  Diagnostic questions – who, what, when, where, why, how?

d)  Solution (closing) questions

 Step 4) Pre Buyer Packet

“I prepared a packet of information for you that has everything you need to buy real estate in [place].” Briefly review packet, point out contracts and finish with agency disclosure. (Confirm they are not under contract with another REALTOR®.)

 Step 5) The Funnel Process

“Our goal is to help you find the right home and, at the same time, make sure you don’t miss anything or pay too much. We have a process called “The Funnel Process” that will help us accomplish those goals. Would you like to see how it works for you? Great.”

“Let’s start with what you have so far. “Do you have a list of homes you have found you are interested in?” Review what they have. “Have you gone inside any of these homes?” “If it’s alright with you, let’s start by putting these homes into what we call the ‘funnel’. (Draw a funnel) To make sure you don’t miss anything, let’s also put into the funnel any home you might consider. Will that be okay? Discuss: o MLS o New Listings o New Construction o For Sale by Owner

“Once we have everything in the funnel, we’ll start a simple process of elimination to remove those properties that don’t work for you. We’ll use the comfortable process of elimination versus the often frustrating process of selection. This way we’ll make sure you don’t miss anything.”

“We’ll go from 1,000’s of properties in the funnel to 100’s and then to dozens as we begin to eliminate those that don’t work.” “Some we will look at on-line, some we will drive by, and some we will decide to make an appointment and go in. You will be in control of the decisions.”

“As we go through the process, our goal will be to find our top three favorites that could work for you (and this can be a rolling top three).” Once you have identified your favorites, I’ll do a simple market analysis showing you sold properties to help you get a feel for value. Our goal is to make sure you don’t pay too much.” “Does this look like a process that will work for you?”

 Step 6) Scale of 1 to 10 Technique

“Just for fun, to give me an idea of where you are in the process, on a scale of 1 to 10 (with a 1 being you are just starting the process and a 10 being you would like to find a home today) where would you rate yourself?”

“What would have to happen for you to be a 10?” Drill down on each item – ask questions and listen (3 Deep)

  • “What specifically about…?”
  • “Why is that important to you?”
  • “Tell me more about that.” – Take notes. (Power of the Note Pad!)

 Step 7) Pieces of Paper Exercise

(Give each person a piece of paper) “If it is alright with you, I would like each of you to make a list of the things you want in a home. After you have made your list, put stars beside the three things you can’t live without.”

Step 8) What & Why?

Features and benefits.

(What) Features

(Why) Benefits

Remember: People buy their “whys” (benefits) not their “what’s” (features). Explain the concept of the “85% perfect home”

Step 9) Cash? Loan”  House to sell?

“Will you be paying cash for this home or will you be getting a loan?” If getting a loan: “Do you have a loan arranged? Do you have a lender?” “While I’m doing the computer work for your MLS® search, would you like to meet with my [Name of Lender] for a second opinion?” “There is absolutely no obligation to use [Name of Lender]. However, it will give you a second opinion.” Benefits to them of second opinion? Do the preliminary MLS® search while they meet with the lender.

Step 10) If we find it…What will you do? (story)

So there you have it the 10 simple powerful steps to convert and get a commitment from a buyer in today’s market. I challenge you to try changing up how you are dealing with buyers today and follow this tried and true buyer system and see your experience with buyers go to a whole other level.