Traditional Real Estate Marketing Techniques That Still Work Today
In a world filled with email, social media and other digital technologies, there’s still a place for “old-school marketing.” From handwritten letters to personalized gifts, here are some traditional marketing techniques that can help you differentiate your real estate business and land more clients.
Schedule Regular Touch Points
Experienced real estate agents understand that conversions typically only occur after a minimum number of touches in a relativity short amount of time, typically about six months. A prospective client might not put a home up for sale right away, but if the agent has worked hard to build name recognition, that’s who the homeowner will think of when they decide to sell. Seasoned agents work hard to increase the number of times they engage prospective clients, whether it’s in person, via email, on social media, through flyers or newsletters.
Craft Handwritten Letters
In the age of email and text, handwritten notes may seem like an antiquated notion. In reality, the dying popularity of this traditional marketing method actually helps you stand out when you use it. Savvy agents know that handwritten notes help them connect with clients in noisy, competitive markets. They also show clients that you are providing attentive, personalized service. While it may seem easier to type up an email, send a text or use a form letter, a handwritten note is a much more effective way to engage a client and set yourself apart from the competition.
Knock on Doors
Although it may seem tedious and awkward to modern real estate professionals, good old-fashioned door-knocking can be an effective strategy. Homeowners usually only have a couple of options when an agent comes knocking: they can either hide behind their curtains or open the door. When they choose the latter option, agents have the chance to put a face to their names and start building a personal relationship. Homeowners are more likely to recall the names of agents when they need a service if they’ve directly interacted with them.
Offer a Gift
A small gift can be a powerful gesture that can pique interest among prospective clients. If you take a new client meeting, consider bringing something small, such as a box of chocolates. You can also enhance brand recognition by offering relevant branded gifts to new and former clients. After closing, consider giving a client pictures frames, household tools or another housewarming gift that clearly displays your unique brand. If the gift offers relevant, real-world value, it can provide lasting promotional power that will cause the client to think of your services every time he or she uses the item. If a friend or a family member ever needs an agent, the former client is likely to bring up your name as a referral.
Align Interests with Your Client
In the race to secure conversions, agents don’t always take their clients’ best interests to heart. When helping clients through the process of selling or buying a home, remind yourself that they endure a great deal of stress. As they grapple with high emotions and potential confusion, it’s your job to streamline the transaction and help them achieve their goal. Make sure you understand the reasons behind your clients’ decisions to buy or sell. This can increase the chances of a positive experience and a higher likelihood for future referrals.
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