Most real estate agents work hard for their clients, whether those clients are buying or selling. But all that hard work doesn’t mean a thing if you can’t attract new clients. According to the National Association of Realtors, the average Realtor draws 13 percent of business from repeat clients and another 18 percent from referrals by past clients. Although that underscores the importance of delivering a superior experience once hired, it also reinforces the urgency of finding and securing new clients.
Advertising is nothing new for Realtors and real estate agents. For decades, they have promoted themselves in local newspapers, on bus benches, on billboards, and through other “traditional” channels. Yet, those strategies are no longer as effective—or as cost-effective—as they once were. Today’s top real estate agents are embracing smarter tactics to attract customers and expand their profiles throughout the community. Here are ways the best Realtors are advertising:
Target Prospective Clients Where They Shop
The idea behind grocery store advertising its success is simple: Everyone needs groceries, and when they shop for those groceries, they are most likely to do so within a few miles of their homes. Multiple trips to the store mean multiple opportunities to see your ad and your face on a grocery cart. Moreover, grocery stores don’t let just any business advertise on their carts, because their reputation is also on the line. Grocery cart advertising—full-color ads placed on the front seats of shopping carts—has emerged as a powerful option for Realtors to market themselves in their communities. Shoppers realize this and subsequently are more impressed with the subjects of the ads they see. Finally, grocery cart advertising can be less expensive than the traditional channels real estate agents often use, thus resulting in more leads for fewer dollars.
Although most Realtors use social media to some extent, many are greatly underutilizing these vital channels. Establishing a Facebook page is one thing, but keeping it regularly updated and interesting is another. Posting a listing on social media, for example, is a great way to keep clients and potential clients informed. And adding your Facebook page address or Twitter handle to your listings further engages your audience. An active social media strategy requires a little extra work on your part but is a terrific complement to your other advertising tactics.
Paid Online Advertising
The internet forever changed how Realtors advertise, and perhaps nowhere has that been more evident than with targeted online advertising, including pay-per-click and paid search options. Basically, you pay Google, Facebook, or other services to promote your business to web users—especially web users searching for real estate agents in your area. Paid online advertising can deliver leads and even clients, but beware—it can get costly in a hurry.
An Updated Website
A Realtor’s website can be much like his or her social media presence—it’s only as good as the work put into it. On one side of the spectrum, agents who constantly update their websites with new listings, helpful content, market trends, and other things that appeal to visitors tend to draw more clients. On the other side of the spectrum, a boring, static website simply doesn’t impress anyone and could lose you customers to the competition. If you are spending money to build and maintain a website for your business, take the time to maximize its potential.
Beautiful Business Cards
One way Realtors advertise hasn’t changed over the years: An impressive business card is still crucial to promoting yourself to potential clients. With modern digital printing options, you can create a beautiful, eye-catching business card—complete with your picture, phone number, email address, website, and social media handles—and have it printed for a relatively low cost. You need people to remember you, and a high-quality business card further boosts your other advertising strategies so that can more likely happen.
In what ways do you advertise in your community?