Real Estate Agents: Add this system to your agency’s marketing – and I promise you, you will do so much better in winning listings!
If I said to you ‘hardware’ or ‘tools’ I’ll bet the chances are high you will immediately think, ‘Bunnings’.
Has it occurred to you why there’s that automatic response?
There’s nothing very clever in it other than good promotion and persistence. Bunnings advertises persistently on television, with newspaper advertisements and letterboxed product catalogues – not to mention the fact that their stores are more than difficult to miss.
OK, you’re probably thinking: that’s all very well for Bunnings – they have one heck of a marketing budget, but our little old real estate agency doesn’t have a budget anything like that.
Yep, I fully understand this, but I can tell you, that you don’t need a budget anywhere like this to get the homeowners in your locality to automatically think of you, when they think of selling their home – if you promote your agency in a way that:
- grabs people’s interest so they become aware of you
- differentiates your agency from the competition
- builds a perception that you’re the expert on your area’s property market.
And of course you need to do it regularly so they don’t forget you.
Here’s how you can do it….
If you think about it….most homeowners are not all that interested in real estate – if they were, they’d be real estate agents.
However, just about every homeowner in your agency’s draw area is interested in:
- How their property’s value is faring
- What the demand is like for property in the area
- Whether there’s anything arising likely to danger or enhance local property values
- How others in the area have fared when selling or investing
If you were to feed this information to them on a regular basis, guess what happens?
They’ll start to find the material you’re sending them of interest – so they’ll become aware of you.
After a while they’ll think – ‘hey this agent is a bit different to the others – he provides all this information. All others do is send annoying appraisal cards that go straight to the bin’.
And after a bit longer they start to associate you as being the source of information about the local property market. You become identified as the local property market expert…the guru.
You become the automatic thought – when they think real estate – their mind automatically goes to you.
And when that happens, guess who has the greatest chance of being first cab off the rank for being asked to give an appraisal when they decide to move on?
For real estate agents that is the easiest and most certain way to increase the chances of winning a greater share of the listings to arise in an agency locality.
I don’t want to give you the wrong impression here… it won’t motivate more people to sell – but it will motivate more people who have decided to sell to come to you, because you will have what Bunnings has – ‘piece of mind’ that engenders an automatic response mechanism.
So, how do you achieve this?
It’s through the use of a Property Market Report Newsletter – and that’s where we come in.
Media Support Services is a specialist in helping real estate agents to create their own local area Property Market Report Newsletter.
We provide a service of meeting with agency principals to discuss what’s happening in their local area, followed by writing the articles and designing the publication, sending a proof to ensure they’re happy with the publication and then we organise the printing.
Are you sceptical of this working for you?
Let me tell you what one real estate agent did, to check this out.
»» He chose an area of roughly 500 homes
»» He worked out the percentage of listings he was winning in the area.
»» He then letterboxed a quarterly Property Market Report Newsletter that we created for him for five editions
»» He then conducted another analysis to see if his percentage of listings in the area had improved.
What he found:
»» His percentage of the listings that his agency had won out of the number of listings to have arisen in the area over the past year had definitely grown.
»» The Property Market Report Newsletter had been the only influence that had helped him to win a greater portion of the listing opportunities – .
THE END RESULT…he now has 25,000 copies produced for his agency area.
Another agency, produces 33,000 copies. Why? Because they know that over a period of time it is going to give them domination of their market area. When you’re in a competitive market place, like real estate, you must take steps to improve your market share or you will be doomed to go backwards as more and more agencies move enter your area.
But what about our electronic newsletter?
We hear this on countless occasions – or the objection that the agency uses the franchise organisation’s newsletter.
Let’s have a look at the concept of using an on-line newsletter. Who can you send it to?
I should add that we produce lots of on-line newsletters for clients, but the one industry sector that should not be using an online newsletter is real estate. Why?
It’s because the only people you can send your online newsletter to are your former clients, your property management clients and the few who ask for it. If you send it to anyone else, it’s spam and you risk a hellishly big fine.
Using an online newsletter is missing the main point of the exercise. If you want to increase your market share of listing opportunities (it’s listings that grow an agency), you have to build your brand name with the homeowners within your agency draw area.
And the only way you can get people aware of your agency and to have confidence in you as being the area expert on the area’s property market is to give them something that is going to establish that fact.
And as for a generic franchise organisation’s newsletter…. They’re cheaper than what we can provide you with – but they’re not nearly as effective. Every client we have within a franchise who uses our services, will testify to that.
The fact is that if you want people to take notice of you and to regard you as their first preference when they sell, you have to get into their minds and the only way to do this is by providing content that will interest them – how their property values are faring; what the demand is like for property in the area and so on.
So, may I urge you to try this. See for yourself that you can win a greater percentage of the listings in your area.
Media Support Services just one client in a locality, so if you decide to come on board, you will be the only agency in your locality to have this competitive advantage.
If you’d like to try this out – call me on 1300 557 660.
Download Free Report: If you would like a more extensive free report on this subject