it is Marketing and Branding Month Here in Inman. As we enter the competitive spring selling season, let’s take a look at some of the proven strategies and cutting-edge innovations that are closing deals in today’s market.We will also recognize industry marketing and brand leaders through Inman Marketing All-Star Award.
Building a brand is not easy. Building a brand with almost no budget is nearly impossible.
I get it. When I started in this business, I was 19 years old, had nothing to my name, not much confidence in myself, and certainly no cash.
What I do have is time, belief in our industry, and a commitment to help as many people as I can. In my head and heart, I know this is the foundation of a career. Turns out, I was right.
As your business grows, so will your budget. Before we get there, let’s take a look at what you can do to help you build your brand, cultivate customer and community relationships, and make an impact in your market area.
1. Knock on the door
Not everyone is a fan, and that’s good news for you. Knocking on doors takes work, time and, frankly, courage. For some people, knocking on doors and introducing yourself is not easy. When you return from a service location and decide to spend an afternoon walking on the farm, you may be surprised by the results.
One of our coaching members recently did just that and secured four listing appointments. this method?
“Hello! My name is _____. This is the community I serve and I just wanted to introduce myself and let you know I’m here for you. Market changes raise many questions about home values and if you would like, I Happy to answer any questions you may have and provide you with market analysis. I care about this community and all of its constituents. What do you need? How can I help?
2. Scope of Impact (SOI) Appeal
I recently wrote an article for Inman in which I shared five scripts for returning your domain. At no extra cost to you, you can connect with people who already know you, trust you, and want to do business with you. From past clients to friends to family, now is the time to reach out over the phone and let people know the market is changing and you’re here for them.
The conversation might sound like this:
“Hi Rachel! I’m Darryl Davis. How are you? I just wanted to take a moment to call and see how you’re doing. There are so many changes in the market and a lot of people are asking this What the changes mean for them, their real estate investments, and their ability to buy and sell. If you have any of these questions or what I can do for you during these crazy times, I’m here to help.”
Then, let the conversation unfold. You’re not calling to make an appointment; you’re calling to cultivate a connection, build a relationship, and let people know you’re available for them. This will go a long way in building your reputation and making you memorable, and an added benefit will be the extra business it will generate.
3. Market share
I love it when I see agents walking around in their markets. From the agent who highlights local restaurants in a live video or post on social media, to the Starbucks agent with an “Ask Me About Real Estate” sticker on his laptop, to the agent who always wears a brand name and is greeted by strangers in the mall Broker stopped by people. Ask questions to agents participating in local events such as park days, five-kilometer runs, or school spring festivals. They know they are their brand.
Local restaurant and business owners appreciate this gesture and often reciprocate. The local coffee shop makes a great part-time “office” and gets a lot of foot traffic. Wearing a name brand gives you brand recognition wherever you go. Participating in and supporting local events and schools creates an insider track that can help increase your brand awareness.
If you want to win new business and build a brand, the “secret agent” stuff isn’t going to work. go out. Let people see your face, get to know your name, and connect the dots about you as a real estate resource they can relate to.
4.Digital agriculture
I like Facebook Farming. It’s free, it turns you into an expert and service-minded professional, and it helps you become a local hero.
Here’s how it works: Find the community page for the area of the farm you want to market. For example, I live in Wading River, New York. I belong to a Wading River Shoreham Facebook group, just like you might be able to join a (fill in your community name) Facebook group.
Do a search. Come join us. Then spend 10-15 minutes every morning or evening or whenever it’s convenient for you to participate. Someone’s dog went missing? Offer to assist. Does anyone need the phone number of a trustworthy plumber/landscaper/whatever? Share your sources. Does anyone have a lemonade stand for their kids? Go buy the entire pitcher’s worth.
My rule of thumb is that for every six to eight shares, information you help provide, and social posts you make, you share something about real estate. Rather than flooding it with new listings or sales, offer valuable items such as neighborhood market reports, phone market analysis, buying guides, selling guides, and more.
5. Open Day
This proven method of real estate marketing is more valuable than ever. One of our coaching members, Joanne Mills, likens an open house to an “audition,” a chance to make a positive impression on potential buyers and sellers and get noticed on nearby farms. It’s a staple in her marketing plan, and even as a top producer, she still likes to host these events herself.
I always recommend making two versions. One is to the neighbor, where you send a more formal invitation and assure the neighbor that the homeowner will not be home and that you will be there to represent and answer any questions.
This is a great way to weed out bystanders and nosy neighbors, and more importantly, it’s an opportunity to network with those in your neighborhood who might be considering selling themselves, allowing you to offer a free seller’s guide or marketplace analysis or both.
For community open houses, be sure to have plenty of signage, schedule a different time than other open houses, and consider partnering with other agents to create an enhanced experience for visitors.
6. Community Outreach
A very effective way to connect with your community is to get involved in charity work. It provides a great opportunity to network with others, be active in your space in a positive and visible way, and even support your cause by donating a fee or commission percentage for each transaction.
7. Letters
While not zero budget, letters are a cheap but effective way to “warm up” what would otherwise be a cold call situation. When done in small batches, the costs are minimal and with the right follow-up actions, the returns can be high.
Consider checking your MLS every morning for expirations and sending letters to these people three mornings a week. Then, schedule a time to follow up on those letters three days later.
You can also send letters of introduction to people in your farm area. Instead of sending to everyone in your community (say 400 people), just send to 20 people at a time so you can follow up.
It’s the same as sending a handwritten note to your field. One of the keys to managing direct mail results is follow-up. One mistake many agents make is sending an email to thousands of people at once without the ability or plan to follow up. One-and-done solutions won’t work. there has never been.
Instead, when your budget is lower, consider smaller batches of mailings and schedule your follow-up calls. This way you get more results with minimal cash output.
I’ve been coaching and training agents for over 30 years, and I’ve always taught agents that they shouldn’t spend money they can’t afford—especially early on. I understand the concept of “you have to spend money to make money” and I completely agree that as you grow your business to each new level, you need to invest time and money.
I also believe that there are many ways (like the seven above) to generate new business and stimulate growth without spending a lot of money.
Use your creativity, be brave in prospecting, and be consistent in your establishment and branding.
