Business Marketing Advice
Marketing a Real Estate Agencies and Brokerage Business
The task of promoting a real estate agency has to receive the highest priority in your organization. But what marketing techniques and strategies are successful in the current economy?
Although innovation is important, consistency is critical when you market a real estate agency. In this industry, the application of fundamental marketing tactics is more valuable than promotional fads and gimmicks.
A key decision for those who want to open a real estate agency is whether to buy into a real estate franchise or start an independent agency.
A lack of marketing experience can sometimes be overcome through persistence and innovation, two key features of real estate agency marketing success.
Promotional Calendars
Uncoordinated and disjointed marketing plans tend to backfire on real estate agencies and brokerage businesses. A strategy chocked full of time-sensitive ad placements and other tactics can devolve into a tangled mess of overlapping deliverables unless it is coordinated in a promotional calendar. Good calendars include not only tactical deadlines, but also schedules for the inputs (e.g. staff assets, vendors, etc.) that are required to execute strategic objectives. When used in tandem with a quality mailing list provider, promotional calendars can ensure the continuous execution of direct mail campaigns.
Generating Buzz
Never underestimate the value of good buzz with consumers. Whether you call it viral marketing or word-of-mouth advertising, a lot of ground can be gained by encouraging positive conversations about your company. For a real estate agency, meaningful brand conversations have the ability to transform the impact of your marketing efforts. The process begins with developing communication vehicles and mechanisms that invite discussion. With minimal effort, you can instigate conversations through social media and other communication vehicles favored by today's consumers.
Newsletters
Despite the unrelenting demands of generating content on a monthly or quarterly basis, a company newsletter has promising potential as a marketing device. We've seen a lot of company newsletters over the years, and the best ones use a thought leadership strategy to advance key value propositions and raise the company's profile as a dominant presence in the industry. Increasingly, real estate agencies and brokerage businesses to distribute newsletters through online channels (e.g. in email campaigns and as PDFs on the company website).
Share this article
Additional Resources for Entrepreneurs