Give your real estate marketing strategy a boost

Regardless of what type of business you’re in, the effectiveness of your marketing is often the difference between success and failure. In real estate, your ability to continually bring in new leads is fundamentally how you chase your income. However, many agents don’t make the most of their marketing and often stick to simple approaches.

If you want to give your real estate marketing strategy a boost, here are three ways to do it.

Automate your communications

These days you have so many different ways to communicate with leads and clients. With all the technology and tools on offer, you’re able to create a fully automated marketing approach that will nurture leads and bring them all the way through your pipeline.

If you’re going to scale your business in any real way, automating that communication process is going to be critical. Automation is affordable and is cheaper than hiring more staff. It also lets you move your business forward 24 hours a day. Your automated campaigns are running and building relationships while you sleep!

It’s very difficult to compete with a strong automated marketing campaign given that the reach can be so wide and omnipresent.

Analysis

Once you’ve got your various campaigns set up it’s important to analyse their performance to see just how effective they are.

Analysing the performance of your marketing efforts is more than simply seeing how many leads you have. It’s about breaking down the data in a meaningful that that allows you to come to logical conclusions and guides the way for improvement.

It’s important to split up the results of your campaign into segments, rather than simply grouping them into two categories: successful vs not successful. One example of this is using age brackets, you might find that an email you sent wasn’t successful overall, but worked really well for people aged 18-22. Through this, you’ll be able to get a better grasp on WHY your campaigns did or didn’t work, allowing you to nurture them and adjust them as required.

Another great example of effective segmentation is life cycle. It’s important to recognise that people in different stages of the buying journey are looking for different information. Your goal should always be to provide value. The nitty-gritty details of a specific property won’t be helpful to someone in the scoping stage, and it may make them feel overwhelmed and less inclined to continue.

Keep segmentation at the forefront when it comes to data analysis because the ability to understand shortcomings, will become your ability to avoid them in the future.

Adapting

After carefully analysing the performance of your campaigns you can then begin to tweak, or completely change your marketing approach. At this point, you can adjust your tactics, by trying different forms of communication or different types of offers or information. Perhaps adjust your audience and modify your approach based on the performance of your previous campaigns.

The stage isn’t about being perfect, it’s about improving upon your last set of data. The analysing and adapting stages will continue again and again, gradually changing less and less with each round. However, long term success is found in long-term, continual improvement. The market changes so quickly and frequently that you will need to invest time into the process to reach your full potential.

If you look to continually refine your marketing then you will always be moving forward. If you simply set everything up and then never revisit it, then you will eventually start to see your results diminish.

Remember that your competitors will be looking to improve and you can bet that the leading agents are always working on every single area of their business. Start with a mindset of continual improvement and over time, your results will follow suit.

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