Internet Marketing: The Science of Success with Joyanne Sloan
Betty Hesaltine of Hometown Realty was kind enough to submit her question on cost-effective marketing. She writes,
"My question is: If you are new to the business and want to get the word out that you are available, what is the best way to approach that without spending an arm and a leg?"
This is a fantastic question because anyone in any industry must arrive at a viable solution to lead generation in order to realize their professional goals.
After giving it some thought, I realized I could take about a week to answer that question. And while my response is written for Betty, you can readily adapt it to your particular situation or services with a little brain power.
The dizzying number of marketing options doesn't make finding an answer any easier. I quickly realized one could make a full time job of learning all the endless selling systems. Too many choices make it nearly impossible, so let me narrow the field for you.
Let's start with the hard truth...
Betty, forgive me when I bluntly point out that buyers and sellers really don't care that you're available, that you have a lovely smile and disposition, and that you're going to give them the kind of customer service that will make their heads spin with delight. As a new agent, you may have the time to fully dedicate yourself to potential clients, but then most agents do these days.
Your "availability" is not their main concern. And truth be told, all of your competitors are saying roughly the same thing... "You'll be amazed at how well I'm going to take care of you." And, I don't doubt for a second that you will. Honestly. The problem is that "great customer service" has become a meaningless platitude which consumers have learned to quickly discount.
A study from the UK found that real estate agents as a group are mistrusted by 90% of Brits. I can imagine the numbers in the US are not that far off. In fact, 6o% of buyers are finding the house they buy using the Internet BEFORE they ever involve an agent. In fact, the Internet makes prospect anonymity a problem for service providers in nearly ALL business sectors. Still, there's reason to have hope!
"What's in it for me?" (WIIFM?)
I encourage all my consulting clients to run everything they do through the WIIFM filter. In other words, make no investments in any marketing effort that doesn't readily and simply answer that question on behalf of your clients.
Get focused if you want results
The point here is to not try to do too much. Identify your specialty, which for you is relocation, and focus on truly specializing in that area of expertise. The more focused you are, the more you become the natural choice for those looking to relocate to the area you represent.
To keep costs low... keep your marketing online
* I recommend that you use Craigslist which allows FREE classifieds in most areas.
* Here's a list of all the cities in the U.S. covered by Craigslist.
* Create simple real estate listings using Craigslist.
* If you don't have any listings, get written permission from other agents to market their listings as your own. (Many states have what are called Reciprocity Agreements).
* Not all listing agents will agree to allow you to do that, even though their job is to get the property sold which, of course, makes little sense yet it happens. Just move on until you get a "yes."
* The key to using Craigslist is not to publish every little detail about a listing. That's a mistake that basically every agent using Craigslist makes. Withhold something significant like price or location. The point is to trigger curiosity that drives a click back to your website where the details are revealed.
* Create a simple word document that's a free resource for those relocating to your area such as information on local school rankings, utilities, destinations, services, parks and recreation. Offer your free resource to all your site visitors via an opt-in form, pop-up or simply via an email auto-responder which is very easy to set up in most email programs.
* You might spend a weekend putting your free report together but it's a marketing tool you can use over and over again. Continuing to beef it up and improve it as time goes by.
* Remember that creating your own marketing tools means NO OTHER agent will have them.
* Be sure to provide links to local job resources for spouses who may also need to find work.
* As you build the piece, use the Internet to see what's already available, then focus on what's NOT there so that your piece stands out as a great tool to save buyers time, effort and hassle. (WIIFM)
* Describe all the great and hard-to-find information you're going to provide in your free relocation package, if all they do is pick up the phone, or email you to request it and the missing listing info.
* Many people coming to your area from out of town will not know about your Broker's office and probably won't find their site via the search engines but they WILL look on Craigslist.
* List your phone number, or ask would-be clients to text you their email or snail mail address and send your relocation package, so they have a hard copy (or printable document) with your contact info on every page.
* Realize that those relocating from out of town represent something of a captive audience who truly need a well-informed local agent on the ground to fill in the missing pieces for them.
* Ask to set up an auto-prospecting search for them based on their purchasing criteria so you can update them with new listings as they become available. Screen all the properties yourself first!
You can accomplish all that without a website!
Well, I could keep going but I think I've given you a great place to start. Anyone can modify this idea to their own specialty, establishing themselves as a local expert whether or not you have any listings or any clients. You've always got something of value to share.... your WISDOM!
If you have a burning Marketing Question for me, please send it to synergyseattle@gmail.com with the subject line "Burning Question." Not only will I do my best to answer them all, but I'll link back to you profile or website in my post.
To your success,
Joyanne
Joyanne Sloan is a Strategic Marketing Expert and Founder of Synergy Marketing Consultants, Inc. You can find more of her writing or subscribe to her column at Internet Marketing Success Guide. Discover why 95% of people fail at Internet Marketing and how NOT to be one of them, get Your Free Report Here.
For more information, please visit Joyanne's TNNWC Bio.
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