Nothing happens without a lead. No sold homes, no buyer information, no business. In today’s real estate market, getting leads is essential for closing out deals, but too often do agents run into the same problem: How do you compete against mega marketers with deep pockets? We all want our ads to be at the forefront of everyone’s eyes on Google, but most agents don’t have that kind of cash to spend all the time.
What you need is a different medium to brand yourself on -- a place where one lead could become ten.
Your Situation & How Carrington Real Estate Is Different
In most brokerages, you may have a brand website that attracts leads and distributes them in a rotation to all the agents. For those websites, you could be entirely dependent on the broker’s marketing efforts. On the other side, you may have your own real estate website, but don’t have the budget to effectively make a return investment with ads.
It’s a catch-22. You need leads, but you don’t want to break the bank trying to attract business. So here’s some advice we gave all our agents at Carrington Real Estate: Start venturing into other real estate, i.e. social media.
At Carrington Real Estate, we designed our website platforms to have a larger focus on the agent themselves. Each team member has their own personally branded website, featuring their name in front of the Carrington URL. This allows individual agents to personally market themselves while having all the tools they would need to convert an online visitor. In addition, it’s also a place where you can market your social media accounts, like your Facebook page, Twitter feed, or Pinterest board.
How Social Media Saves Money, But Create Leads
Social media can feature ads, but what they all have in common is their free platform to talk about yourself (or your services). It’s a place where you can put in your own effort and reap all the rewards. There is no sharing leads or having them rotate between other agents. What comes to you from social media is yours.
Let’s start with Facebook. Almost every real estate agent wants to be their area’s “local expert.” They want to write about local events, feature neighborhood properties, etc. But if you’re trying to create business from it, you need to have a strategy behind it. You’re not going to become the next “Miamism” by writing and sharing random things. You need to take a marketing approach. Figure out who your audience is and what’s the purpose behind your marketing items.
If you live in a town where homebuyers really care about the schools their children will be placed in, you can easily talk about which schools are the best and which neighborhoods are closest to them. You don’t have to spend a single penny to feature it either. Information that is valuable will be found and shared naturally. It may take time to get noticed, but one lead could turn into ten just from them sharing it with their friends.
Another example is Pinterest. Though the photo-sharing website doesn’t get as many visitors as other platforms, it still attracts a specific audience. Visitors to Pinterest expect to see visual elements, so if your know your audience is looking for a certain design characteristic in a house, you can take pictures of properties that feature them and showcase the listings. You can even put a link down that directs visitors to the actual property for sale (and hopefully convert them into a lead).
On the flip side, if you’re trying to promote yourself (convincing visitors that they should use you), you can take pictures of you with your clients and feature a success story. Readers might see how you helped someone in town and realize that you can help them too. All that can come from a simple picture, a few lines of copywriting, and no money spent.
Zero Cash Down. Dozens of Leads Coming In.
The examples above are just a taste on how you can use social media to your advantage. The key takeaway is to know your audience. Know who you are marketing to. You can look at each of the examples above and see that each strategy was wrapped around a specific type of person (i.e. persona). When you target a specific area of people with information they are looking for, of course they are going to like it, share it, and talk about it. The best benefit of it all is that you don’t have to spend loads of money to get featured.
If you’d like to see how Carrington Real Estate trains it’s agents and helps them market themselves effectively online, contact us or visit our Join Page for more information.