4 tips for creating content that exceeds expectations

A few days ago, I was watching a rerun of Roger Ebert’s and Gene Siskel’s Sneak Previews. The two men were discussing influential movies of the 1970’s, which led to a discussion about the movie industry, public relations, and marketing. The two men referred to a movie that was supposed to showcase the near-death experience. What the movie was was pure hype. The movie industry did such a good job of promoting it that people went to see it only to be disappointed. Continue reading “4 tips for creating content that exceeds expectations”

How good is your website…really?

It’s hard to be objective about your website. It’s your baby. Maybe a friend or one of your kids designed it. You don’t want to hurt their feelings. Unfortunately, if you refuse to take an objective look at your website, you’re hurting your own chances of being found and of acquiring new customers.

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Should you advertise? Some questions to ask

After many years of providing advertising options for the real estate industry I’ve found that the most successful real estate pros are those who consistently promote their business with advertising.

Of course, this is true of most business. The ultimate goal would be a business that profitably exists with nothing but word of mouth promotion.

But in real estate the reality is that most people seldom buy and sell a home and a thoughtful real estate professional knows they need constant exposure to the market to find new prospects to grow their business and reinforce to the community that they are actively “in business”.

There are many cost effective places to advertise – online, in print, on billboards, on your car, on neighborhood signs.   But, effective advertising is really a matter of reaching active real estate prospects as directly as possible and then connecting with them via a phone call, open house visit, e-mail or website visit.

I believe it’s more important than ever to measure your results and weigh the return on your advertising investment.  My company provides ways to measure advertising response in all our print and online options.  You should expect nothing less from any place you advertise.

But for serious Realtors, not advertising is not an option.

Here are some questions to ask about your advertising:

  • Do you advertise consistently?
  • Do you get visitors to your website and do they contact you?  What is the quality of that lead?
  • Do prospects call you from your advertising?  Do you get seller AND buyer leads?
  • Do you have a verifiable way to measure response from your advertising?
  • How do you promote your services to sellers? To buyers?
  • For print advertising – is it verifiable, well designed and well written with balance between self-promotion and listing promotion?
  • Does your other marketing support and relate to your advertising?  Like direct mail  (personal letters and post cards) and online social media that connects with past clients.
  • Do you use billboards or bench ads? Do they produce leads for you?
  • Does all your marketing and advertising promote a link to your useful website?  Can you verify that your advertising is leading to website visits?
  • How’s your advertising going? Is it working? How do you know?

Have other ideas?  Please share them.

Establish brand recognition

Brand Awareness  The world of online listing promotion for real estate professionals has created a unique marketing challenge.  This challenge – creating brand awareness – was reinforced to me in two recent articles I read.  

The first is by author/blogger Kris Berg, a San Diego Realtor writing for Inman News.  Kris writes of a question from a potential client who asked her "What makes you different from other agents?"  You can read the article here.  

Her challenge was to seek to differentiate herself from her competition and she realized the difficulty of this effort.  

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‘Who’ usually wins

Target and darts  Here's a quote from a recent article by Seth Godin - 

"In the race between 'who' and 'how many', who usually wins – if action is your goal.  Find the right people, those that are willing to listen to what you have to say, and ignore the masses that are just going to race on, unchanged." 

This is the secret to all successful marketing, of course. Your goal is to reach the right people, those most interested in what you have to offer. 

That's the power of any targeted advertising. Use advertising that is seen by your best prospects because you're really most – maybe only – interested in those most interested in you.

Social media, a blog, industry specific advertising, online advertising – all these have the ability to be used to directly reach  - target – interested prospects and to keep in touch with those who care about what you offer.

Have some ideas?  Share them with us. Need some help implementing targeted marketing for your real estate business?  Contact me today.

Google on TV – what’s up with that?

You might have seen Google's TV ad during the Super Bowl (yea Saints!).  With record viewership of 106 million people, I believe that was money well spent to get the word out about their main product – the helpfulness of computer search.

Continue reading “Google on TV – what’s up with that?”