You’ve worked hard to build your real estate career, but you might not yet be making the kind of money that you’d like. To increase your net worth, you need to start selling more homes than ever before. The good news is that you can use modern technology to market your listings and close more deals than ever. If you want to learn how much money can come pouring in when you get serious about modern real estate marketing, keep reading!
In this post, we review the aspects of Modern Marketing For Agents, types of marketing strategies, how to promote your marketing agency, and examples of agents in marketing.
Modern Marketing For Agents
If you haven’t been in the real estate industry for long, then you might think that marketing is simply a matter of buying ads and putting up signs. But modern real estate marketing is much more than just billboards and newspaper ads. In fact, there are several ways that you can use modern technology to market your listings and sell more houses every year. If you’re ready to start selling more homes than ever before, keep reading!
Connect with Facebook and Google
The modern agent needs to be able to use all of the most popular platforms. If you can’t do that, then there are plenty of companies that can help you out. I recommend using Facebook and Google to market your listings, find buyers and show off those beautiful photos on Google Maps.
Sell by word of mouth
One of the most popular ways to market a property is through word of mouth. Most people know someone who knows someone who wants to buy or rent a home, and if you can get them to think about your listing when they make their decision, then it’s half-sold.
The best way for agents to get referrals is through their network. But don’t just pull out your rolodex and start calling everyone in town. Instead, find ways to work with other people in your field—and beyond—to help promote each other’s businesses whenever possible. For example:
- Share listings on social media channels like Facebook and Twitter
- Build relationships with local influencers so that they’ll recommend you when asked by their friends or relatives looking at real estate options (e.g., “Hey mom! You should check out this agent.”).
Capture seller leads
- Capture Seller Leads
You have a lot of options here. You can run online ads, create opt-in landing pages, purchase email lists and more to target your ideal clients and get them to visit your website. The goal is to get the website visitors’ contact information so they can be contacted later by an agent when they’re ready to sell their home.
Send postcards to your sphere
When you’re out of the office, there are a lot of things you can’t control. But one thing that you can? Sending postcards to your sphere to let them know what’s happening with your business. Adding a handwritten note on top will make it even more personal and memorable for those who receive it. It’s an easy way to stay connected with past clients and people in your industry while also reminding them why they chose you in the first place!
Use social media to promote your listings
Social media can be a powerful tool to help you promote your listings. Here’s how:
- Use Facebook and Google+ to promote your listings. You can start by creating a business page on both sites, which will give you an easy way for clients to follow along with your listing updates. Even if they’re not actively searching for homes online, Facebook and Google+ users will see your posts in their newsfeeds if they’re friends with you or subscribe to the pages of other people who are following what’s going on in real estate sales. And don’t forget about Instagram! It may seem like an unexpected place for realtors since it’s so much more focused on beautiful photos than anything else, but there are plenty of agents using it successfully as well – just make sure that your photos look great when viewed through mobile devices (that means less text!).
- Use Twitter as part of an overall strategy rather than trying just one new thing at a time (such as tweeting links only). If possible set up accounts across multiple networks such as LinkedIn as well; this way all relevant information is available somewhere regardless where someone goes looking first!
Get user-generated content for your listings
- Make sure you have plenty of photos. The first thing a buyer looks at when they come across your listing is the picture, so make sure yours are good quality and capture the location of your home perfectly.
- Use videos to show off interior features and amenities (as long as you’re not breaking any rules or laws). If you can put up a video tour of what it would be like to live in the house, do it!
- Get reviews from past buyers who were satisfied with their experience working with you as an agent. This will prove that others have been happy with working with you before, which is great for buyers who want reassurance that they’ll get what they’re paying for when they hire an agent.
Create a listing presentation that wins over sellers
So, you’ve made it this far. You know how important it is to have a great agent. You know how important it is to have good photos of the property. And now we need to talk about the other stuff that goes into making sure sellers want to work with your team:
- Information about the area and homes in the neighborhood
- The best way to present listings online
- How much information should be shared before an offer is accepted?
These are modern ways to market.
Let’s look at some of the new ways you can market your properties in this modern era.
- Connect with Facebook and Google
- Sell by word of mouth
- Capture seller leads via Facebook ads and apps
- Send postcards to your sphere (friends, family) who will be interested in your listings
- Use social media to promote your listings
types of marketing strategies
Whether you’re a Fortune 500 company or just starting out on your very first small business venture, every company in the world needs an effective marketing strategy to build brand awareness and drive new customers to its products and services. However, if you’ve never been involved in successful marketing strategies, creating one can be easier said than done.
The most effective marketing strategies consider every aspect of the marketing flow, from a thorough understanding of your audience personas to a clear-cut marketing budget and so much more; there’s a lot to cover in a company marketing strategy.
In this guide, we’re going to look at some of the best marketing strategies of all time and explain how you can utilize different types of marketing strategies to maximize your returns in no time.
What is a marketing strategy?
Before we tell you how to compose an effective marketing strategy, you need to understand what a marketing strategy is and how it can help you improve your advertising.
In simple terms, business marketing strategies are a tool marketers use to outline their various campaigns and marketing models. It’s the how of how you’ll get customers interested in your products and services.
To create an effective marketing strategy, you need to do four things:
Like a marketing plan, your marketing strategy should cover the five “Ps” of marketing:
Once you’ve answered these questions, you’ll be in a fantastic position to start building your company’s marketing strategy.
Marketing strategies vs. marketing plans vs. marketing tactics
Although “marketing strategies” might seem relatively straightforward, there can often be some confusion when establishing whether you’re creating a marketing strategy, marketing plan, or marketing tactic. While all three of these marketing initiatives work together, they cover slightly different aspects and should not be used interchangeably.
A marketing plan is an overview of all your marketing initiatives. This will include all the campaigns you intend to run over a set period of time, your goals and ambitions for the projects as a whole, and any research you’ve compiled to support these aims.
Marketing strategies at first glance appear very similar to the overarching marketing plan. However, the strategies will take a closer look at just a few select parts of the marketing plan.
For example, if your marketing plan is to promote a new product or service, you might have a strategy dedicated to how you’re going to use email marketing to support these broader goals. Every marketing plan will most likely produce several marketing strategies as part of the broader plan.
While the marketing plan and strategies are committed to explaining what you’re going to do, marketing tactics go deeper again and establish how you’re going to do it.
Using the above example, the marketing plan is to build awareness for a new product. The marketing strategy is how you’ll utilize email marketing as part of this. The marketing tactics will detail the specific actions you’ll take as part of the marketing campaign.
Types of marketing strategies
Now we understand some of the different marketing terms, it’s time to zone in on marketing strategies and how these work as part of your business plan.
There are numerous different types of marketing strategies you can use depending on your business needs. While we’re not going to cover every marketing strategy type today, these are some of the main ones that you’re likely to come across:
Today, social media marketing is a huge part of any business’s marketing plan as it’s a hugely compelling way to drive traffic, build brand awareness, and take advantage of the social selling revelation that’s taking over online marketing.
According to recent data, around 54% of social media users use social platforms to research brands and products, and 89% of consumers who follow a particular brand will purchase from that brand.
With these figures, if you’re not utilizing an effective social media marketing strategy, you’re missing out on untold rewards.
2. Email marketing strategy
Anyone who’s ever told you “email is dead” is dead wrong. Capturing your customers’ emails and browsers should be an essential part of your marketing strategy and is an excellent way to continue a conversation with people who have expressed interest in your brand.
There are loads of email marketing tools available to help you in this area. However, you still need an effective email marketing strategy to produce consistent, compelling emails that convert readers into buyers.
3. Inbound marketing strategy
An inbound marketing strategy is all about pulling customers in and driving traffic to your website or products. Rather than using “disruptive” marketing techniques (like TV advertising), inbound marketing is about lead generation using people who have shown interest in your products, services, or brand as a whole.
Email marketing can be a good example of an inbound marketing strategy. If someone has subscribed to your mailing list, chances are they’re at least somewhat interested in what you have to say. This enables you to take a softer approach to your marketing, as these leads are already more likely to become sales.
Another inbound marketing strategy could be blog posts. People will only see blog posts relevant to their search terms and interests, meaning they’ve expressed a need that at least somewhat relates to what you’re selling.
4. Content marketing strategy
A content marketing strategy is likely to overlap with an inbound marketing strategy, but it is more specific. With content marketing strategies, you focus on content creation that will draw people in and build interest.
This is likely to cover blog posts and white papers and can even overlap with your social media marketing.
Effectively, any part of your marketing campaigns that require content will require an effective content marketing strategy.
5. Editorial strategy
Taking an editorial approach is a particularly vital marketing strategy for advertising companies as it highlights the content formats, workflows, and channels you’ll be utilizing to hit your marketing goals.
It’s similar to the sort of marketing strategies you would expect to see in a news or media organization and can be essential for brand publishers or advertisers to keep their marketing efforts and ideas in focus.
6. Marketing communications strategy
Your marketing communications strategy should be primarily focused on your brand’s message and value proposition. It’s all about how you’re going to say what you need to say.
For example, is your tone of voice serious or humorous? Are you marketing yourself as an expert in your industry? What is the message you want to get across?
7. Digital marketing strategy
Digital marketing probably doesn’t need much introduction… This marketing strategy will encompass all your online marketing, SEO, social media lead generation, performance marketing, and more…. Effectively, if it’s online, it should be covered by your digital marketing strategy.
how to promote your marketing agency
Have You Set a Target Growth Rate for Your Digital Agency in 2022?
Whatever your goal is for 2022, good for you for setting it. Here’s how it compares to other digital agencies performance from last year, according to a recent survey by HubShout:
As you can see, half of all agencies grew at 1-24% in 2019. About a third attained an impressive growth rate of 25-75%, and about 15% crushed it, growing their agencies by 75 to 150% or more.
If they can grow at a rate like that, you can, too. Especially if you put some of these proven agency-promotion tactics to work.
Get Serious about Referrals
If you want to promote your agency effectively, it’s smart to know what the #1 source of leads and clients is for other agencies.
One channel beats all others, and by a lot: Referrals. According to HubShout’s survey, half of all agencies say their primary source of leads is from referrals.
Referrals beat out all other channels for new business in another survey of agency owners done by WordStream. More than twice as many agency owners named referrals than any other channel.
And yet… according to the HubShout study, 29% of agencies don’t even ask for referrals.
You’d be crazy to ignore referrals if you want to promote your agency in 2022. In fact, if you only picked one promotion tactic, referrals would be a smart choice.
There are plenty of SaaS packages designed to help agencies get more referrals. GrowSurf, Ambassador, Influitive, and Viral Loops all get high marks. There are also several good books available about referral marketing, like The Referral Engine and Generating Business Referrals Without Asking: A Simple Five-Step Plan to a Referral Explosion.
So the resources are there… but you’ll need to figure out how to create a referral program that works for your particular agency.
Publish Case Studies
Blogging is a great way to build visibility and keep your audience and your clients engaged. But don’t let it consume all your content marketing resources. Case studies routinely place in the “which content is most effective” contest, as they did in the Content Marketing Institute’s B2B Content Marketing 2020 Benchmarks, Budgets and Trends report.
Case studies are especially good for actually closing business… and as you know, you don’t want to just focus on the top of funnel content. You need content that converts visitors into clients.
Despite how effective case studies are, only a third of digital agencies use them on their websites.
Their miss-step can be your gain.
Do More of What You’re Good at and Less of What You’re Not
This isn’t a promotion tactic so much as it’s a positioning strategy, but it’s critical to your success – and it will influence the success of your agency promotion tactics.
As you know, many businesses are moving their marketing in-house. And if they haven’t already moved their marketing in-house, they’re seriously considering it.
One way for your agency to retain and even attract these cautious clients is to do what you do better than they ever could. And the best way to do that is to specialize.
Tim Williams, founder of Ignition Consulting Group, talked about this in an interview with ThinkGrowth. He believes becoming a “best-in-class” marketing partner will be key to agencies’ success in 2022 and beyond:
“Because the best marketers are increasingly looking for multiple best-in-class marketing partners — not AOR [agency of record] relationships — agencies will have to get better at playing a supporting role instead of just a ‘lead agency’ role.”
Honing your service offerings will also boost your agency’s profitability. It may even help you attract better talent. And besides… it’s just good business to drop the services that aren’t profitable or that your agency isn’t doing a stellar job with.
Ask for Testimonials
What do you see on the home page of pretty much every competent business these days? Testimonials. Lots of testimonials.
If a digital agency has enough testimonials to go around, they may even sprinkle them in at the close of blog posts, on landing pages, and even in their email updates. Just like the Boston agency KoMarketing has done here at the close of one of their blog posts:
Leverage Non-Competitive Partnerships
These can be with vendors, other agencies, freelancers, old employees, or influencers.
Business partnerships with complementary (but not competitive) businesses are one of the best channels for new business. They’re basically a channel for referrals, but in this case, you’re getting the referral from a business. One good business partnership alone could grow your agency by 20% or more in 2022.
Treat Your Agency’s Marketing like You Were a Client
Oh, it’s so easy. You do great work for a competitive price, and word gets around. Suddenly, you’re booked. Chasing deadline after deadline. And then you look up a few months later (or even a year later) to realize your website looks a little shabby… your social channels aren’t all that impressive… or your organic traffic is on the decline.
This is the curse of success for agencies. You fall prey to the phenomenon of “the cobbler’s children have no shoes.” If this goes on too long, you could find yourself short on a few clients, and with a mediocre marketing machine of your own.
Here’s how one agency pro described it in the HubShout survey report:
“We’re your typical start-up Agency. We are very good at what we do for our clients, which means we have less time to work on our own (internal) projects to promote www.thehunterco.com. But hey, as long as we keep generating business for our clients and they are happy then the referrals keep coming.”
There’s a simple way to fix this. Just treat yourself as a client. Schedule your marketing and promotions like you were a client. Build the cost for this work into your overhead and your financial planning. Give it a line item in your budget, if you have to. Taking time to promote your digital agency is part of the cost of doing business.
Use a CRM
Nearly 22% of digital agencies do not have an outbound Sales team. Even when they do, their Sales “department” maybe one or two people.
To get maximum results from limited Sales resources, get systematic about your work. Part of this is having a documented strategy for your client pitches and outreach. Another part of this is having the right tool for the job. Namely, a CRM.
examples of agents in marketing
Manufacturers may use brokers and agents, who do not take title possession of the goods, in marketing their products. Brokers and agents typically perform only a few of the marketing flows, and their main function is to ease buying and selling—that is, to bring buyers and sellers together and negotiate between them. Brokers, most commonly found in the food, real estate, and insurance industries, may represent either a buyer or a seller and are paid by the party who hires them. Brokers often can represent several manufacturers of noncompeting products on a commission basis. They do not carry inventory or assume risk.
Unlike merchant wholesalers, agent middlemen do not take legal ownership of the goods they sell; nor do they generally take physical possession of them. The three principal types of agent middlemen are manufacturers’ agents, selling agents, and purchasing agents. Manufacturers’ agents, who represent two or more manufacturers’ complementary lines on a continuous basis, are usually compensated by commission. As a rule, they carry only part of a manufacturer’s output, perhaps in areas where the manufacturer cannot maintain full-time salespeople. Many manufacturers’ agents are businesses of only a few employees and are most commonly found in the furniture, electric, and apparel industries. Sales agents are given contractual authority to sell all of a manufacturer’s output and generally have considerable autonomy to set prices, terms, and conditions of sale. Sometimes they perform the duties of a manufacturer’s marketing department, although they work on a commission basis. Sales agents often provide market feedback and product information to the manufacturers and play an important role in product development. They are found in such product areas as chemicals, metals, and industrial machinery and equipment. Purchasing agents, who routinely have long-term relationships with buyers, typically receive, inspect, store, and ship goods to their buyers.
Manufacturers’ and retailers’ branches and offices
Wholesaling operations conducted by the sellers or buyers themselves rather than by independent wholesalers comprise the third major type of wholesaling. Manufacturers may engage in wholesaling through their sales branches and offices. This allows manufacturers to improve the inventory control, selling, and promotion flows. Numerous retailers also establish purchasing offices in major market centres such as Chicago and New York City that play a role similar to that of brokers and agents. The major difference is that they are part of the buyer’s own organization.
Retailing, the merchandising aspect of marketing, includes all activities required to sell directly to consumers for their personal, nonbusiness use. The firm that performs this consumer selling—whether it is a manufacturer, wholesaler, or retailer—is engaged in retailing. Retailing can take many forms: goods or services may be sold in person, by mail, telephone, television, or the Internet, or even through vending machines. These products can be sold on the street, in a physical or online store, or in the consumer’s home. However, businesses that are classified as retailers secure the vast majority of their sales volume from store-based retailing, though the percentage of online sales was increasing in the early 21st century.
The history of retailing
For centuries most merchandise was sold in marketplaces or by peddlers. In many countries, hawkers still sell their wares while traveling from one village to the next. Marketplaces are still the primary form of retail selling in these villages. This was also true in Europe until the Renaissance, when market stalls in certain localities became permanent and eventually grew into stores and business districts.
Retail chains are known to have existed in China several centuries before the Common Era and in some European cities in the 16th and 17th centuries. However, the birth of the modern chain store can be traced to 1859, with the inauguration of what became the Great Atlantic & Pacific Tea Company, Inc. (A&P), in New York City. During the 15th and 16th centuries the Fugger family of Germany was the first to carry out mercantile operations of a chain-store variety. In 1670 the Hudson’s Bay Company chartered its chain of outposts in Canada.
Department stores also were seen in Europe and Asia as early as the 17th century. The famous Bon Marché in Paris grew from a large specialty store into a full-fledged department store in the mid-1800s. By the middle of the 20th century, department stores existed in major U.S. cities, although small independent merchants still constitute the majority of retailers.
Shopping malls, a late 20th-century development in retail practices, were created to provide for a consumer’s every need in a single, self-contained shopping area. Although they were first created for the convenience of suburban populations, they can now also be found on main city thoroughfares. A large branch of a well-known retail chain usually serves as a mall’s retail flagship, which is the primary attraction for customers. In fact, few malls can be financed and built without a flagship establishment already in place.
Other mall proprietors have used recreation and entertainment to attract customers. Movie theatres, holiday displays, and live musical performances are often found in shopping malls. In Asian countries, malls also have been known to house swimming pools, arcades, and amusement parks. Hong Kong’s City Plaza shopping mall includes one of the territory’s two ice rinks. Some malls, such as the Mall of America in Bloomington, Minnesota, U.S., may offer exhibitions, sideshows, and other diversions. However, in the early 21st century malls seemed to be falling from favour.
Although there is a great variety of retail enterprises, with new types constantly emerging, they can be classified into three main types: store retailers, nonstore retailers, and retail organizations.
Several different types of stores participate in retail merchandising. The following is a brief description of the most important store retailers.
A specialty store carries a deep assortment within a narrow line of goods. Furniture stores, florists, sporting-goods stores, and bookstores are all specialty stores. Stores such as The Athlete’s Foot (sports shoes only) and DXL Big + Tall (clothing for large and tall men) are considered superspecialty stores because they carry a very narrow product line.