Category Archives for "Marketing"

STOP: Using the Holiday to Generate Business

STOP: Using the Holiday to Generate Business

This year, I noticed a LOT of real estate agents getting swept away in the social media sea of opportunities and using the holiday to generate business. It seemed like a decent idea, and I even jumped on the bandwagon myself.

But then, I realized that we’re all doing it wrong.

When you try to combine a sincere message “Have a Happy Thanksgiving” with “and remember I’m your Realtor” or some similar sentence, you’re missing the mark. By adding a sales pitch, you’re negating any and all sincerity of the message.

Here’s a couple examples.

Using-the-Holiday-to-Generate-Business

On this example, the person posting the image didn’t include a message of their own – it was just the image. And, you can see that the image is more about the agent than it is about Happy Thanksgiving wishes.

Using-the-Holiday-to-Generate-Business

This image is a little better because they included a personal message that wasn’t asking for business. But, the image mentions “and search for your dream home”. What does that really have to do with a Happy Thanksgiving? Nothing – it’s the inserted sales message that ruins the holiday greeting.

I share these examples for just that reason: as examples. There’s absolutely NO judgement to these agents – it happens to the best of us. Speaking of which, here’s the mistake I made:

Using the Holiday to Generate Business

See, I jumped on the holiday bandwagon too! If the message had ended after the first sentence, it would have been just fine. But, it’s ruined with the second sentence – asking for business on a holiday greeting. Oops!

Now, you might be thinking that we’re salespeople so this is totally OK. In fact, you might think it’s necessary for us to remind our audience at every turn that we can help them buy or sell a house.

Some of that is true. We are sales people. And, staying top of mind for real estate needs is certainly a marketing priority.

But, we can do better.

If you’re really, truly thankful for someone – just say that. Don’t make it about you.

When you take a heartfelt message and turn it around to being about you or your business – it’s just another sales message that people will ignore.

 

Amiright?

 

So, what can you do instead?

Just deliver the message. That’s the best thing you can do. For example:

Today I’m giving thanks for all the wonderful people in my life. And, I hope you and your family have a Happy Thanksgiving.

 

Or

 

The holidays always make me think about what really matters. I have so much gratitude for my family, my friends, my business – my cup overflows and I’m grateful for you.


(See, that one did mention business, but not in a yucky way!)

It’s ok to make light and joke that all you want from Santa is another 3 closings. But, ON the holiday – just keep it sincere.

You can’t go wrong with sincerity. When you offer a heartfelt message that’s totally sincere, then people are going to remember that you’re a lovely person. The goal is to endear yourself to them – and you do that with sincerity.

So, I’m reminding myself of this lesson and sharing it with you. The next time you have heartfelt holiday sentiments to share – don’t add on anything tacky about your business.

Want more savvy agent tips?

No One Cares About Your Listings

No One Cares About Your Listings

No One Cares About Your Listings

Posting your listings on Facebook is one way to get the word out that you’re a real estate agent. But, how does your audience respond to those posts? Do they like them? Comment? Share?


Is it possible they don’t care? Gulp.


In addition to boring listings, links in your post are a whole other problem. Facebook, for example, prioritizes posts based on how your audience responds. (Hint - you should too!) A link to your listing is probably going to take your audience off of Facebook, right? So, Facebook’s algorithm is going to take into account how your audience responds.


Let’s look at some examples:


On one of our local real estate pages, we posted a fairly vanilla post on Facebook for an open house on an average house. And, it was a SNORE-FEST. (Hey, it happens to the best of us!)



This ad was 100% organic, we didn’t boost or run it as a paid/sponsored ad. About 15% of our audience was reached, which is pretty good for a boring post with a link taking people off Facebook.


No comments.

No likes.


Because no one really reacted to this post, Facebook determined it wasn’t content that our audience “wanted” so they didn’t continue to serve it organically.


And, I don’t blame them. Honestly, an average house on open house. Whoopty-do-dah.


On the flip side, we posted the most expensive house in our area which included a link to take them off Facebook to our website.


Now, most of our target audience can’t afford the most expensive house. And, they probably wouldn’t want to pay the ridiculous taxes either! We said just as much in the post and guess what??


This post performed much better!



Almost 100% of our small Facebook audience was reached. Again, this ad was 100% organic - no paid boost or paid/sponsored ad. And, we got 107 post clicks. 48 went to the link and the other 59 clicks were on the post.


10 comments

3 likes


So, while the comments/likes aren’t off the charts, there were enough people clicking through the link that Facebook decided this post was worth serving to more of our target audience. This particular page has a small following but getting almost 100% organic reach is awesome.


Facebook LOVES when you have an engaged audience. They measure engagement based on actions taken on the page. If you can keep the audience ON Facebook - they love that even more. That’s why videos ON Facebook do so much better than YouTube video links. And, if you’ve done Facebook live, you know that reaches more of your organic audience than an uploaded video.


The same is true on the Savvy Agent page.


On Friday the 13th, I did a FB live promoting our free Halloween images. Here’s the link to that post: https://business.facebook.com/savvyrealestateagent/videos/1581255971935269/


Originally, I put the link to the page in the original post. Several hours after completing the FB live, I noticed that the organic reach was really low. Weird.


I made 2 changes:


  1. Revised the copy of the post to remove the word “FREE”. Even though the images are FREE, Facebook hates that word and if it’s in your post it might be a culprit for getting poor organic reach.

  2. Removed the link and put it in the comments.


1 day later and our organic reach is back in line with what it normally would have been.


So, what’s the point of all this?? If you’re going to post your listings, do it in a way that isn’t average, vanilla, or boring.


FUN IT UP.


Because, believe it or not, people aren’t on social media to be bombarded by the thousands of real estate agents trying to get attention to their boring listings. But instead, people like to be entertained and engage in content that is interesting.


And, a follow up point - if you think the content should be interesting, perhaps you need to re-arrange your post so that you’re not firing off Facebook red flags. (Like I might have done with the word FREE.)




effective drip emails

3 Steps to Super Effective Drip Emails

3 Steps to Super Effective Drip Emails

“Do emails even convert?”

That was a question I got last week from a seriously disgruntled colleague who was getting ZERO results from her email marketing efforts.

Now, if you’ve ever struggled with:

  • low open rates…
  • low click through rates…
  • practically no replies or responses from your prospects…

…then you know where I’m coming from.

It can feel completely and utterly depressing when you’re seeing open rates of 18%, 12%…. Or even less.

But I’m here to tell you that the reality is: YES, emails CAN convert (big time).

If you’re reading this article and feeling the “drip email struggle”, chances are, your strategy, mindset, and expectations are all that need fixing.

Nobody buys a house through email, but the fact remains: drip sequences are a CRUCIAL part of your marketing efforts, and a fantastic way to build relationships that get your leads to convert into sales.

Here’s how to have super effective drip emails in 3 easy steps:

Cater Your Funnel Specifically to Your Audience

If you’re newer to inbound marketing, this is going to come as a complete shock…. but you NEED to treat your emails as high-value, relationship-building content.

Yes, content.

Your emails need to pack a punch that addresses the needs, pain points and questions of your target audience (and if you don’t know what those are, you NEED a buyer persona— trust me).

You want to be absolutely certain that you know your audience, so you’re hitting the right pain points in the first place. Make sure you understand those basics first before you start shooting off emails haphazardly!

Segment Your Audience

Now that you know your audience’s struggles, it’s time to segment them (or have them do it for you).

Not every lead who enters your drip sequence is going to be the same type of person, nor will they all be at the same stage of the buying process.

The best way to have your audience segment themselves is in the welcome email. Link to a few of your most popular blog posts or other content that only certain segments of your audience would click on and find useful.

For example: “First time home buyer guide” v. “Advanced real estate investing guide” v. “Downsizing when the kids move out” would all be very different segments you can target with different blog posts.

Depending on your email automation system, most providers will allow you to add a “tag” or even move the contact into a completely different sequence based on which link they click in the email.

This is a GREAT way to hone in on your target audience, so you can…

Provide LOADS of Value Up-Front

Once your audience has self-segmented, and you know a little more about them, it’s time to deliver the goods. Send them helpful content like eBooks, blog posts, videos, and white papers that address the questions and concerns this specific segment of your audience has.

Provide value, and every few emails (or at the end of each one) make sure to engage with your prospects through an open-ended question:

“Does this make sense [[firstname]]?”

Or… “Do you have any questions about this [[firstname]]?”

…are both fantastic ways to continually check in with your leads (all on autopilot!) and re-engage with them throughout the email funnel until they’re ready to buy.

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Update Your Home Value Lead Generation

Update Your Home Value Lead Generation

We’ve heard that it’s all about the customer, but when it comes to lead generation, specifically home value lead generation, how does that work? Let’s look at an example: Just take a moment to picture your typical, run-of-the-mill Home Value ad. Home Value Lead You’ve got your landing page or capture page, which takes in your lead’s home address, name, phone number and email address.
This is a standard Kunversion sell page.

This is a standard Kunversion sell page.

Get that contact info!

Get that contact info!

Once the lead enters that information, they’re given an instant quote of their home’s value (exactly what they came to you for).
Instant gratification home valuation

Instant gratification home valuation

After that, you might expect an email sequence to be sent out to that lead with the goal of trying to set an appointment, while still delivering useful and relevant content in the interim. All sounds pretty standard, right? Well, if you’re selling real estate, you probably already know this sequence is a bit… dated.  And even after reading all about updating your marketing to meet the new me-economy standards, you still might not be sure of what you’re getting yourself into with this new “inbound thing”. But here’s the good news: what you’re doing now is not that far off. We know the 4 pillars of Inbound Marketing (or me-economy!) are: Attract, Convert, Close, and Delight.
falcon-funnel-graph

                      Thanks, Falcon Creative for letting us use this cool image.

 

So, what does this look like for a typical home value ad?

Attract: This is the offer itself – you’re attracting your customer to a lead capture page with the promise of delivering them a home value quote. They came to you because they wanted a quote, and you deliver on that promise. Simple! Convert: Once your visitor converts into a lead by leaving their contact info, the email sequence and phone calls are all designed to convert that lead into a paying customer. Close: After all that hard work finding the perfect home for your buyer, this is where you finally make the sale! Delight: You’re hopefully already doing this to some extent, but in today’s Me-Economy, you’ll need to place a massive importance on delighting your customer. And not just while they’re still a prospect, but even afterwards! By now, you can see that there are definite similarities between typical real estate marketing tactics and this slightly newer “inbound thing”. The one piece that needs some major updating in the world of real estate is the “Attract” stage: Once you have your buyer persona figured out, you can easily create super helpful content that’s exactly what your ideal buyer is looking for. Depending on what that persona looks like, you might have some ideas:
  • a first time home buyer guide
  • a “veterans” guide to buying or selling in real estate
  • a checklist of things to complete to get your home ready for sale
  • an eBook packed full of things to consider when downsizing
This is the best strategy to attract new leads directly to you. Because you’re giving your ideal customer what THEY want. You’re solving a problem. Or answering a question. It’s not about YOU. It’s about THEM. And, in the Me-Economy – it’s alllll about the customer.    

Need inspiration?

If you're looking for a little inspiration, we've brainstormed 25 ideas that you could build a guide on - and serve your clients by giving them what THEY want. Meet the Me-Economy standards! 

wow your prospects

The 4 Simple Steps to Completely WOW Your Prospects Every Time

The 4 Simple Steps to Completely WOW Your Prospects Every Time

Want to know the difference between a good marketer and a bad marketer?

A bad marketer sells a product or service.

Yeah, you read that right!

Bad marketers treat their customers and prospects like just another one of the herd–a dime a dozen, and once they buy, they get pushed out the door to make room for the next wave of “cash cows”.

But, if you’re here, chances are…you don’t want to be a bad marketer.

You want to be an AMAZING one.

Ready to hear how you can be?

It’s simple: Good marketers sell their prospect a better version of themselves. A version whose business or life is completely different (in all of the best ways imaginable). And it’s better  BECAUSE of the product or service the marketer sells them.

If you’re in real estate, here’s the good news: this is mind-blowingly simple! You’re not selling a house. You’re selling:

  • A home to spend time with your family and friends.
  • A different (and improved) lifestyle.
  • A place to make memories.

Here are 4 things you can implement immediately to start building the mindset of an OUTSTANDING marketer to make sure you truly delight your customers and prospects:

  • Answer Their Questions

This sounds completely obvious… and it is!

Think about it: your audience is coming to you because they have a question… and they need an answer.

People type their questions into Google looking for an answer. With the right piece of helpful content, and some effort on your SEO, your content will be served up as just the answer your prospect is looking for!

  • Solve Their Problems

Another seemingly obvious one, your prospect has a question because they have a problem they need help solving.

Each prospect is different, so you need to take the time to listen and read between the lines. A new home might be a complete solution for one, and might only be a part of the solution for another, but you need to understand there are multiple steps in solving your prospect’s problems (and you might only be able to help with one or two).

This is where buyer personas come in real handy — the more you know about your prospect, how they think, and what their fears, hopes, and dreams are, the better you can solve your prospect’s problems (and hopefully that’s with a sale!).

  • Help Them Reach Their Goals

Now comes the fun part!

An outstanding marketer does NOT sell a product or service… An outstanding marketer helps their prospect visualize a better version of themselves, and shows them how this product or this home can get them to that better version of themselves.

We are emotional decision makers after all, so the more thoroughly you understand the goals of your prospect, the better you can tug on their heart strings and use your product as a crystal ball that helps them get a glimpse into the future of their better, happier life.

  • Be Enthusiastic, Warm, and Fun

Think of that one super nice waitress you know.

Now think of all the waitresses you’ve ever had in your life.

Exactly.

Being extra engaging, personable, and fun REALLY goes a long way to help you stick out in your prospect’s mind for good! Don’t underestimate the power of a cheery attitude.

Looking for more real estate related tips and tricks? Join us in the Savvy Agent Club!

 

 

swarm of customers

The 2-Steps to Attracting a Swarm of Customers to Your Site

The 2-Steps to Attracting a Swarm of Customers to Your Site

Wouldn’t it be great if your website attracted a swarm of customers? Like bees flying to a honeycomb, attracting hot prospects to your site is not rocket science. This strategy will take some time and effort, for sure. But, there are really only 2 main steps you need to focus on to totally nail it. 

The strategy is pretty straight-forward: discover what your customers and prospects want…. and give it to them.

You’re probably looking at this thinking: “Huh? Is that it?”

And the answer is: yes. That’s it!

While it does take a bit of leg-work up front, this 2-step marketing strategy is the sure-fire way to attract tons of leads and prospects right back to your site.

Step 1: Know Your Audience

If you want to attract curious prospects and hungry customers alike, the very first step is pretty obvious: know who you’re attracting in the first place!

Sounds like a no-brainer, right? You’d be surprised at how many people miss this absolutely crucial first step!

Not knowing the exact type of person you want poking around on your site in the first place is quite literally like throwing a dart at a dartboard….with a blindfold on.

It’s a complete guessing game…and when it comes to your business, you don’t want to roll the dice and leave it all to chance. It’s absolutely essential that you take the time to create a buyer persona if you haven’t already.

Once you do, you and the rest of your team can draw upon it whenever you’re working on marketing materials, drafting an email, or even prepping for an open house.

Doing this practically guarantees your success, while not doing it practically guarantees your failure. Because when you know your audience, the rest is simple!

Step 2: Give it To Them

When you know what your audience wants, and you’ve taken the time to understand their questions and problems, the rest is a piece of cake: give them what they’re hungry for!

Create extremely useful information on topics they want to know about. Think blog posts, videos, and step-by-step guides that answer a specific question your audience is asking.

And you don’t have to overthink it.

If your customers are asking: “What are the most sought after features of a home that buyers look for?” Take those words and create a blog post titled: “The 10 most sought after features of a home that buyers look for.”

From there, it’s only a matter of time.

Start sharing this content out to your current customers, prospects, and social media followers. And, if you’ve made it extremely helpful, they’ll want to share it out to their friends and networks.

Keep churning out extraordinary content, and you’re on your way to a social media marketing machine that drives hordes of highly-targeted traffic back to your website.

 

 

more leads

3 Simple Steps to Getting More Leads

3 Easy Steps to Get More Leads

If you were to ask a roomful of real estate agents what would make their business more successful, a majority of them would answer “MORE LEADS.” Because, more leads would be more sales, right? So, we’ve put together 3 simple steps to getting more leads and filling your sales pipeline.

This guide will help you step up your marketing strategy and build your list/database. Think about the consumer – they are asked for their email address ALL THE TIME. So, your goal is to make it a no-brainer to exchange their email address for something of value that you’re offering. And, that’s how you get them on your list or in your database. Yeah!

3 Simple Steps to Higher Conversion Rates

No matter what stage your business is at, creating a high-converting opt-in offer or landing page for your site is the single most important step you can take to convert all those passive visitors and social media followers into leads in your database…and eventually into sales.

It all starts with…

1.) The Lead Magnet

This is the “thing” your prospect gets in exchange for their email address. You NEED to make sure it’s good — really good — or your conversion rates won’t be very impressive.

You can do absolutely everything else right, but if you’re giving away something your audience doesn’t want or doesn’t care about… you’re going to have a tough time building up your database.

The easiest way to create an enticing lead magnet is to use your buyer persona to hone in on exactly what your target audience’s pain points are…and offer a free PDF, Checklist, or eBook around that pain point.

If you’re not sure where to start, ask yourself:

  • What’s the #1 problem or need your target audience is facing?
  • Or even just any problem you’ve heard them ask about in the past?

Write up a cheat-sheet or checklist around that problem, and you’re golden.

2.) The Headline

You’ve got your lead magnet, and you’ve done most of the leg-work already. Now you just need to do a little friendly persuading to get your prospect to hand over the goods (their email address).

Here’s a tip: “Subscribe to our free e-Newsletter” is NOT an engaging headline. You can do better! Don’t be afraid to be fun and maybe even a little “out there”.

And make sure you convey the benefit your prospect will get if they opt-in. Ask yourself:

  • What’s the overall benefit my audience can expect?
  • What tangible results will my offer produce for them?

If you’re looking for some creative inspiration…check out this post on crafting super-clickable social media updates.

3.) The Opt-In

You’ve got your lead magnet and eye-catching headline… now it’s time to put it all together with a landing page or opt-in box.

It doesn’t have to be complicated, either! There are plenty of inexpensive landing page and email collection tools out there, but the reality is, if you’ve got something your audience wants, and you dangle it in front of their faces, they’ll bite.

Landing pages make great conversion tools because they eliminate any other distractions your reader might find on your site, but a simple download button or email collection box embedded on your site can do the trick just as well!

So, that’ it – 3 simple steps to getting more leads. We’ll have tutorials in our Savvy Agent Club going over the implementation of these steps. If you’d like to learn more about that, click here.

 

Change Your Social Media Strategy

This One Trick Will Change Your Social Media Strategy

This One Trick Will Change Your Social Media Strategy

Social media is all the rage and agents are killing it with deals from Facebook. No problem for the Savvy Agent, right? So you craft your post and design the perfect social graphic. You’ve got your call to action, and you’ve played with your messaging till it’s clear, to-the-point, and engaging for your readers and subscribers. Or, so you thought. But, no one likes your post. So, we’re going to give you the one trick that will change your social media strategy for the better.

News flash: If you’re not getting the level of engagement you want on social media….there’s a reason behind it.

And, this reason is one you can fix even if you’re completely allergic to technology.

The good news is that by using this one simple strategy, you can turn around your engagement almost instantly. Then, you’ll start piling up those likes, comments, and click-through’s like you’ve never seen before!

How does your audience actually TALK?

By now, you already know the importance of creating and honing in on your ideal buyer persona and now comes the fun part: mixing it all into your social media marketing strategy.

Before you get your hands dirty crafting your next handful of social posts, whip out those buyer personas and ask yourself these questions:

1. What words and phrases do my customers and buyers use when they’re just talking casually with their friends and family?

Injecting fun, colloquial words and phrases into your graphics and messaging in a strategic and relevant way is the surefire path to a post that your buyer actually feels they can RELATE with…which is what REALLY gets people to engage with you on social media.

2. Are they REALLY interested in that house that’s for sale?

Or, do they want something funny or useful to them specifically? Realtors are always selling, so it’s natural to mentally be leafing through new listings at all hours of the day. But that’s not going to work for your audience. Ask yourself what they REALLY want to see in front of them when they scroll down their news feed. Are they interested in that gorgeous Tuscan Villa that just came on the market? Or are they more interested in a specific, actionable tidbit that gets them one step closer to finding their OWN dream home? When you make it about THEM (not you) you’ll garner more “likes”, comments, subscribers, and conversions.

3. Are you dropping any words, phrases or acronyms your buyer persona might not know?

If you’re dropping acronyms like PCF or FMV into your social media posts, please STOP. Now. Unless you’re 100% sure your customers and prospects are fluent with your terminology, leave out any room for guesswork. As a realtor, the last thing you want is a bright-eyed first-time home buyer who’s ready to get in touch with you suddenly feeling perplexed and confused. No one wants to feel stupid, so they’ll probably think twice about calling you.

Acronyms that are completely foreign to even just part of your social audience are risky to include. A hot prospect may be ready to hop on the phone right away, but if they’re bombarded with perplexing terms they’ve never even heard of, they’re going to roll their eyes and keep on scrolling.

Remember, it’s all about THEM in today’s me-economy.

Getting your social audience to engage with you can seem challenging at first. But investing the time to create a buyer persona for you and your team to draw upon every time you hit a marketing “road bump” will reap MASSIVE rewards for years and years to come.

And NOT just in your marketing efforts, either! Knowing how your buyer talks, moves, and thinks will turbo-charge the effectiveness of your phone calls, meetings and day-to-day interactions with your customers and prospects.

 

 

knowing your audience

Knowing Your Audience is Half the Battle

Target Your Audience Strategically

Knowing your audience is half the battle of marketing. Question: Do you know what your customers watch on Netflix? Unless you’re Netflix, you probably don’t. And that’s a bad thing. It may sound like a weird question at first, but if you don’t know the ins and outs of your customer’s lifestyle… you’re missing out on opportunities to sell to them. You can fix that by having a detailed buyer persona, or avatar.

What is a buyer persona/avatar?

Put simply, a buyer persona is a detailed, top-to-bottom profile of exactly who your ideal buyer really is…on a personal level.

That’s right, I said personal. A good buyer persona gets to the root of who your ideal buyer actually is at an emotional level. You want to find out about their:

  • goals, hopes and dreams
  • fears
  • pain points

And it definitely doesn’t stop there. A buyer persona includes hyper-personalized details like: what is your ideal buyer’s family situation? Salary? Hobbies? What stores do they shop at? And what Netflix shows do they binge-watch on the weekends? (I’ll explain why that’s critical in a second).

In short, a buyer persona describes everything you could possibly think of when you picture the person you want to market to, and ultimately sell to.

Okay… So Why Do I Need One?

By now, you’re probably wondering “why the heck do I care what my ideal buyer watches on Netflix?”.

But don’t be fooled– smart marketers know that the deeper they get, and the more they know about their target audience, the more they can relate to them on an emotional level.

And emotion drives action.

If you can get your audience to feel, you can get them to act.

The reason buyer personas are such a powerful tool is this: whenever you’re writing a blog post, crafting a Facebook post or sending out an email newsletter, you can simply pull up that mental image and know exactly who’s going to be reading– so you can market to them more effectively.

You can use what you know about them to inject the right wording, tone, and subject matter into your content to get them to really feel. And as I said before, if you can get your customer to feel, you can get them to act.

So, how do you create a buyer persona/avatar?

Creating a buyer persona is easy (and actually pretty fun). Set aside 15-20 minutes and walk through the steps below to craft a perfect, comprehensive buyer persona for your business.

  • Give them a name (and have fun with it). This process should be fun! Start off by giving your buyer persona a name that relates to the type of buyer they are within your target audience. If you’re a real estate agent, think “First-Time-Buyer Becky”, “Empty-Nester Erin” or “Investor Ivan”.
  • Ask yourself about the real them. Pull up a blank Word Doc and ask yourself these questions: What’s their marital status? Education level? Career? Salary? What are their goals in the next 5 years? How about their long-term goals? Think about their fears. What keeps them up at night? Where do they hang out on the weekends? Do they read books? Are there certain blogs they subscribe to? What social media platforms do they use? And yes, what do they binge-watch on Netflix? Have fun with it, and get as specific as you possibly can.
  • Search on Google for a stock photo and attach it to your newly created profile. Attaching a visual image to your buyer persona will make them feel more real, and help you access a mental image of them any time you need to.
  • And if you want to take it a step further… Get one of your previous customers on the phone. You don’t have to make it a big deal — send them an email saying asking for a quick 15-minute chat to “collect some feedback and improve our customer experience”. They’ll likely be ecstatic that you took the time to reach out and check up on them!

And you never know– you might gain a friend or two out of the customer interview process as well. Not to mention it’s a great touch to a past client!

 

me-economy standards

How to Adapt to the Me-Economy Standards

How to Adapt to the Me-Economy Standards

(Me-Economy Standards = It’s All About the Customer)

Isn’t it amazing how fast our world changes? One day, leads are responding to email messages and the next day they’re not. One day text message is the most effective way to get a response and the next day that doesn’t work either. We live in a me-economy world and consumer behavior has changed marketing forever. The me-economy standards apply.

Old school marketing is basically dead. Remember when telemarketing was really effective (in the 90’s!)? Today, land lines are archaic. Even cable TV is becoming a thing of the past so commercials reach less people. The world of marketing has changed from outbound marketing to a more consumer-centric world of inbound marketing.

Have you heard of inbound marketing? Possibly not. It’s really not a cool term. But, you’re probably DOING a lot of inbound marketing already. So, what the heck is it and how can inbound marketing help you meet the new me-economy standards while growing your real estate business?

A Marketer-Centric Approach

So what do I mean by old school marketing? Thinking back even just 10 years ago will give you a pretty good idea of some of the outdated tactics that are no longer effective: website pop-ups, cold calls, and spam emails, to name a few. These practices still exist, they’re just painfully obvious (and quite futile) attempts at getting in front of our faces. Not to mention they’re a HUGE waste of money.

Old school marketing is all about interruption— about getting in front of the prospect’s face at any cost. TV commercials are a great example of interruption marketing. Banner ads on websites are interruption marketing. Honestly, even postcards in the mail would be an interruption too.

The new approach toward marketing is much more consumer-centric and it’s referred to as inbound marketing. It’s not a very sexy name, but it’s effective. Don’t get me wrong, there’s still room in our world for outbound marketing, but when you combine it with inbound marketing, that’s when you get results.

A Customer-Centric Approach

Inbound marketing flips this intrusive, outdated approach on its head and focuses on creating and delivering outstanding, quality content your customers actually WANT. Whether you’re blogging, creating a video, or providing other useful resources, inbound focuses on attracting and delighting your customers. Not getting in front of their faces by being pushy at any cost.

It’s all about empowering your customer.

The 4 Pillars of Inbound Marketing:

  • Attract: The first step in an inbound marketing strategy is to create content that your customers want. Think about what they need (and are searching for), and make it easy for them to find you. Strategies like SEO (search engine optimization), blogging, creating video content and other resources and tools that your customers want (me-economy!) are essential.
  • Convert: Now that you’ve got your customers’ attention it’s time to deliver– give them exactly what you promised. Make them hungry and curious for more information on your product or service. They’ve already invested the time and energy to find you and absorb your content; it’s time to convert them into a subscriber. You can accomplish that with a lead magnet, an opportunity to opt in to your email list, or an opportunity to get in touch with someone on your team.
  • Close: Now that your prospect is interested, it’s time to empower them. Give them all the tools and resources they need to make an informed decision. If you’ve done your job well, the decision to work with you will be an easy one.
  • Delight: There’s nothing better for your brand and your business than an ecstatic customer or a raving fan. They’ll promote you to their families, friends and networks (and do a lot of your marketing for you!). Providing your existing customers and followers with top-quality content on a regular basis is a surefire way to a sustainable (and highly profitable) marketing program.

There are lots of moving parts when it comes to an effective inbound marketing strategy, but one thing is for sure: if you want your business to succeed with the me-economy standards in 2017 and beyond, these 4 steps will be imperative.

 

 

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