Real estate agents need to become experts in marketing to connect with potential buyers and land sales. All too often they miss the mark and miss out on leads.
From not specializing in specific areas to not using all the features of a social media platform to failing to optimize their website, the following real estate professionals from Pyjama People Real Estate Council have experienced their share of marketing blunders. They have provided a list of 12 ways to improve marketing and get good attention from potential buyers.
1. Using Broad Marketing Techniques
The biggest mistake in selling a home today is not knowing the exact buyer profile. With all technology channels, generic broad marketing may seem like a good idea, but targeted marketing is likely to save money and deliver quick results. Focus on quality versus quantity. When creating media, ask a marketing professional if the material is appropriate for the listing. – Marco Del Zotto, LIV | Sotheby’s International Realty – Breckenridge CO
2. Attractive to every buyer person
It’s all too common for cops to try to talk to everyone. Segment clients based on your individual practice style and strengths. Market for the customers that best suit your location, price and property type. Develop a list of adjectives that describe you and your approach, then use those terms consistently in your marketing to improve SEO and attract the best customers! – Megan Micco, Compass
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3. Being a jack of all trades
A common mistake is not being an expert in something specific. While it’s good to network and meet lots of people to find leads, it’s better to network and meet people within a specialized field. The best large assignments are always won by specialists with specialized business intelligence and relationships. Don’t be the centipede and don’t be a master. – Richard Lackey, City Commercial Real Estate, Inc.
4. Misrepresentation of the property’s features
A common mistake real estate agents make when selling is to distort the representation of the property when putting it on the market. Puffy, over-embellishment of properties or facts and even concealing of proprietary flaws are all too common. This is bad practice for the long-term perception and consumer confidence of the entire real estate industry. If we want our profession to exist, we need to build long-term trust with the public. – Michael Thomas Chambers, Chambers Theory The
5. Not having high quality photos or 3D toursleidingen
A common mistake agents make when selling real estate is not having professional photos or a 3D tour. The quality of the photos and the ability to view them in 3D help buyers decide whether to consider a tour of the property. Using a photographer is a small price to pay to put a listing in the best light to attract more visitors and a potential sale. – Cheryl Abrams, Re/Max United Real Estate
6. Not Using Social Media
One mistake agents make when marketing a property is that social media is not being used to its full potential. When listing a property, a broker must use every platform and feature on that platform i.e. the story feature, IG Live and roles on Instagram, timeline posts on Facebook, TikTok and YouTube, etc. The more it gets posted, the more it will being seen. – Cyrus Mohseni, the Keystone team
7. Constantly Selling and Not Offering Value
Being too salesy is a big mistake in prospecting. People are tired of being pitched all day long, whether it’s cold calls, texts, ringless voicemails, direct mail, or online advertisements. When a prospect suspects they are being sold, they will be wary. Instead, give value first without expecting anything in return. Talk about the house’s features, design, upgrades, location, etc. – Chris Bounds, Invested Agents
8. Don’t ask what the customer needs
Ask more questions about what the customer is looking for. Instead of trying to tailor a listing to your customer’s needs, use it to better understand their real needs. That knowledge brings you one step closer to closing a successful deal and a positive long-term relationship. – Matthew Moore, Moore Real Estate Group
9. Not seeing from the buyer’s perspective
When marketing a property for sale, agents must view the property through the eyes of a potential buyer. Walk the property with a designer and inspector. Advise your customers to make the necessary repairs, apply a new coat of paint and do not forget to stage it. These touches will attract the right kind of buyers who are willing to pay more for the property. – Tara Hotchkis, Compass
10. Not telling a story
Don’t use buzzwords – tell a story! This is especially relevant because where you live is such a personal and emotional decision whether you rent or buy. Telling a story about a house is critical. Buyers and renters want to know what makes the home unique and why it will thrive once they buy or lease it. The more you can tell a story, the more you can make this critical connection. – Benjamin Pleat, Cobu
11. Don’t emphasize your unique offer
First, know what’s in your wheelhouse. For example, if creating marketing videos isn’t your thing, hire a professional. If you’re buying leads and you can’t sell them a house, get creative by asking yourself what other services or products you can add to those leads. – Kevin Markarian, Marker Real Estate
12. Neglecting to Optimize Their Website
Agents always focus on building their databases, but marketing solely for a database leaves everyone out of the database. Optimizing listings and websites for SEO is essential. When someone searches for “apartments for rent in the center”, you or your real estate agency appear? We’ve invested extensively in SEO, which drives and drives traffic to our carefully designed landing pages and websites. – Aaron Galvin, Luxury Living Chicago Realty
13. Only use single channel marketing
The biggest mistake agents make today is single-channel marketing. They have one area of marketing they know and that’s all they do. The key to effective marketing is a balanced approach to how and where to market a property in order to get it to as many qualified buyers as possible. That particular word is important: “qualified.” Find out where they meet and market there! – Bill Allen, 7 figure flipping Flip