Selling real estate has always been a very competitive business. Agents have created numerous strategies to sell houses, hotels, condos, and apartments. However, most of the time, they aren’t very effective. It could be that the buyers are conservative, or it could be that there are real estate agents who are too aggressive for their own good.
Then again, you don’t need to make a huge step – such as spending a lot of money in a TV advertisement – just to sell property. Perhaps you’re just not doing the small things that really matter to your clients. Clients are humans, just as you are, and they have quite the understandable psyche when it comes to choosing their future homes.
Nowadays, clients prefer going to social media and browsing listing websites first to look for their needs before they go to open houses. They go to these measures to be more knowledgeable on the market because buying a house is an enormous financial step – for anyone. Clients don’t outright post things like “we buy Houston houses”; they want you to be the cowboy that brings them safely to their Texan dreamland.
To make the sale, it is imperative to understand your clientele, and to understand the marketing strategies that will ultimately help you sell that property.
1. Make Yourself Social Media-Accessible
If you’re not on social media right now, the general consensus is that you’re a nobody. A few real estate agents are starting to build up their social media profiles, and you should too. Make sure you have social media accounts on all the main channels; Facebook, Twitter, Pinterest, Google+, and especially Instagram – to showcase all the beautiful homes you’re trying to flip.
Interact with users, share good press, and promote your properties.
Social media greatly helps in building a good reputation when it comes to accessibility: clients and potential buyers will definitely choose a real estate agent who can easily be contacted through social. It’s a testament to how “in-touch” you are, which can boost your reputation tremendously.
Also, if you can provide a good way to entice the customers (perhaps by making good snaps of your houses through Instagram, interior shots in Pinterest, or maybe a 360-degree video of the house through Facebook), you can easily attract more clients.
2. Paint Pictures
Here’s the thing: you’re not just selling a house, you’re selling a residence; a home; a safe, loving place. With the concept of residence, you should understand that the house is situated in a greater area or a flourishing town. It would be very helpful in attracting buyers if you can paint the picture of the general area on where your houses are.
Maybe it is deep into the concrete jungle of New York. If so, paint the picture of your house sitting comfortably amidst the busy streets, showing accessibility to most workplaces. Take pictures of lush sceneries around the place you’re trying to flip.
Snap pictures and post on social media and you can entice customers who look at the bigger picture before buying their own home.
3. Hire A Photographer
Much like any other commercial product, real estate can be sold with good first impressions. Successful real estate relies heavily on great photography, and that’s the truth. Bad photos will diminish interest in even the greatest of properties.
It’s absolutely vital that you have attractive photos of your properties. Hire a professional photographer (preferably with experience photographing homes and architecture), or, if you have sophisticated equipment and are confident in your abilities, have your own hand at it. Just remember that this is one of those times when it pays to bring in a professional.
Photographers, or artists in general, understand the psychology of pictures: the right angle to choose, the correct color scheme, or the best lighting time to take pictures. Because of their expertise, they can attract buyers to tender your real estate service. This tip also goes well with having social media set-up and can help in painting the picture that you want to show to potential clients.
4. Create A Killer Website
Aside from social media, people are looking at websites first before they go to open houses. As a rule of thumb, if you have a disorganized website (or no website at all), there is a big chance that they won’t trust you. So if you need to hire a web developer, do so because it could mean the difference between a huge sale or another missed opportunity.
Today’s consumers prefer to start their legwork online when making major purchases and that does not exclude purchasing real estate. This is where they look up vital information about the possible houses they would buy – like where it is located, how near it is to key places, how much it is, and much more.
Make it easy for users to access all this information – get all your property pages up with great photos, virtual tours and descriptions, and easy access to Google Maps and Google Earth for added convenience.
5. Start a Nurture Campaign
Nurture campaigns are like the breadcrumb paths that Hansel and Gretel followed, except that instead of an evil house at the end, your clients find their dream home.
Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey. It focuses on marketing and communication efforts by listening to the needs of prospects, and providing the information and answers they need.
Basically, what you want to do is to leave your clients a trail of quality breadcrumbs (that they should see subconsciously) by tinkering your interactions with them based on previous actions that they’ve taken.
It works like this: if they first attended an open house with you, send them an email about other nearby houses on the market. While you’re with them, try to know what their likes and dislikes are. In this way, you can lead them into some of your other houses available for selling.
Another example is if they attended your first time homebuyer’s seminar, send them your “10 Things Every New Homebuyer Should Know” eBook if you have one. This could lead them to a conclusion that your services are better (but do not make false advertising!). Deliver content that will help your clients take the appropriate next step, depending on where they are in their journey to finding their dream home.
6. Create A Newsletter
Email marketing is one of the best strategies for building client relationships. It costs less for you, and it is an easy-access guide for your clients.
Collect emails from your website, local outreach, or any other methods you can think of. Add them into the mix your nature campaign strategies, and your email marketing is ready to take on more clients. Also, make sure that you send your subscribers informative emails that they might be looking for, such as notices about upcoming open houses, new houses on the market, news about seminars you’re offering in the area, etc.
7. Establish Sponsorships
Consider helping sponsor local festivals, sports teams, or school events. You can also create mini events that can help you promote your brand and service. In this way, you can build a trusting relationship to your potential clients.
According to Naomi Marks of Marketing Donut, small firms can get good publicity and create valuable goodwill by sponsoring a local team, event or good cause – and it doesn’t have to break the bank. This marketing strategy is cheaper than most marketing strategies, and is still very effective.