Focused marketing will likely yield better results, but many agents start with a broad campaign. The latter usually reaches a lot of people but results in fewer leads.
NEW YORK – Real estate pros often make several common mistakes that can result in lost leads.
The first is conducting generic and overly broad marketing strategies. Marco Del Zotto, a Realtor based in Breckenridge, Colorado, says focused marketing generates better results. Zotto suggests that when creating media, agents should ask a marketing professional if the material is adequate for the listing.
Megan Micco, a broker associate in the San Francisco Bay Area, recommends segmenting clients based on the best fit for an agent’s location, price point and home type. Once done, agents can then develop a list of adjectives that describe themselves and their approach, and use those terms regularly in marketing to enhance SEO (search engine optimization) and attract the best clients.
A major error agents make is single channel marketing, says Nashville-based real estate professional Bill Allen. He believes it’s essential to have a well-balanced approach to how and where a property is marketed to get it in front of as many qualified buyers as possible. Allen says agents need to find out where these buyers congregate and market there.
Tara Hotchkis, a Los Angeles area agent, says when agents market a listing, they need to look at the property through a potential buyer’s eyes. They should walk through the property with a designer and inspector, have the client make necessary repairs, apply a fresh coat of paint, and stage it.
Source: Forbes (06/03/21)
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