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Open House Marketing Strategy

How to Create a Marketing Strategy for Your Open House

How to Create a Marketing Strategy for Your Open House

In today’s competitive real estate market, the only way to best your competition and make it out on top is to have a solid strategy in place to gain new customers, while keeping your existing customers delighted. Open houses are a great way to meet new clients AND visit with your existing customers. If you don’t already have an open house marketing strategy, you’ll want to keep reading.

What does this look like?

A holistic campaign strategy. NOT a series of “one-off” ads.

Many real estate agents instinctively send postcards or emails to their customers to start. Often times on a whim. Disconnected from a master plan. The problem with this strategy is that a single postcard or e-mail won’t have much of an impact. Here’s a refresher on frequency, in case you missed it.

On the other hand, a campaign that sends out well-timed (and regular) communications with a strategic and consistent message is WAY more likely to catch eyes and make a noticeable impact. Don’t forget to apply your SMART goal strategy to this campaign.

Obviously, for an open house you want to have an awesome turnout and pick up some leads.

With that in mind, you know you want to get as much exposure for your open house as possible. And, relying on a newspaper ad or a directional sign isn’t going to cut it. Here’s what a strategic and consistent campaign might look like:

  • Send a “save the date” postcard
  • Follow up with an event invitation
  • Event reminder card
  • Another event reminder card
  • Promote the event on your social media sites
    • Boosted post
    • Ad to enter a drawing
    • Event reminder dark post (paid ad)

This is a great plan for an expensive listing or a mega open house. But, maybe it’s a little much for a regular old open house. An alternative campaign could be:

  • Knocking on the neighbors doors 5 days before the open house
    • Give them an open house flyer
    • Invite them to the open house
    • Ask if you can put a sign in their yard (if applicable)
  • If it’s in your budget, host a neighbors only brunch 2 hours before the open house
  • Send an email to your database
  • Promote the open house on Facebook

Don’t forget…

With each and every one of your communications, it is essential to include a clear call to action.

Tell your audience what you want them to do. Maybe it’s to visit your website and RSVP. Or maybe it’s to call your office. Or register for your drawing.

Whatever the goal is with that marketing piece, make sure you clearly state what you want your reader to do.

Hopefully, your open house is fabulous and the listing sells for top dollar. You can then expand on your open house campaign to stay in touch with that same audience, and generate more leads. For example:

  • Send a “just sold/under contract” postcard
  • Knock on the neighbors doors with an under contract flyer
  • Promote the sale on your social media sites
    • Boosted post targeted to buyers
    • Dark post targeted to sellers

Ideally, you would get another listing in the neighborhood and then you just rinse and repeat. But, maybe you have more buyers for that neighborhood? No problem! Just adjust your campaign to be a quest to find your buyer a house.

These are just some examples you might use. Marketing is getting more complex by the second (thanks, technology!), and you can certainly create and execute an effective open house marketing strategy yourself. After all, you ARE a Savvy Agent!

 

 

advertising frequency matters

Advertising Frequency Matters

Advertising Frequency Matters

Have you ever mailed a postcard advertising an event, open house or promoting a free CMA and received less than amazing results? Your advertising frequency could be to blame.

Advertising Frequency Matters

Thomas Smith wrote a guide called Successful Advertising in 1885. His observation on human behavior and response to advertising still holds true today:

  • The first time people look at any given ad, they don’t even see it.
  • The second time, they don’t notice it.
  • The third time, they are aware that it is there.
  • The fourth time, they have a fleeting sense that they’ve seen it somewhere before.
  • The fifth time, they actually read the ad.
  • The sixth time they thumb their nose at it.
  • The seventh time, they start to get a little irritated with it.
  • The eighth time, they start to think, “Here’s that confounded ad again.”
  • The ninth time, they start to wonder if they’re missing out on something.
  • The tenth time, they ask their friends and neighbors if they’ve tried it.
  • The eleventh time, they wonder how the company is paying for all these ads.
  • The twelfth time, they start to think that it must be a good product.
  • The thirteenth time, they start to feel the product has value.
  • The fourteenth time, they start to remember wanting a product exactly like this for a long time.
  • The fifteenth time, they start to yearn for it because they can’t afford to buy it.
  • The sixteenth time, they accept the fact that they will buy it sometime in the future.
  • The seventeenth time, they make a note to buy the product.
  • The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.
  • The nineteenth time, they count their money very carefully.
  • The twentieth time prospects see the ad, they buy what is offering.

Frequency sells, especially in advertising. We recommend developing a specific strategy to reach your campaign goals. Perhaps instead of trying to reach as many people as your budget allows, you could target a narrower audience with multiple messages. Imagine if you caught them on multiple platforms – direct mail, Facebook, Instagram, a phone call and/or even word of mouth!

create a logo

4 Simple Rules to Create a Logo

4 Simple Rules to Create a Logo

Most companies create a logo that represents the face of their brand. It’s probably one of the first things that makes a new company feel “real”. We could go on and on, and on and on, and on and on… about logo design. But, we won’t. Here’s the 4 simple rules to create a logo that you need to keep in mind when going through the design process for your logo:

Be unique

You don’t want to be like everyone else! Your logo should be exclusive to your business.

Pro tip: avoid the same roof peaks that every other agent has in their logo.

Be versatile

Your logo needs to look good in all formats, and different sizes. For example, it needs to look just as amazing on mobile as it does on a billboard. The more flexibility you have with color, background placement, etc, the happier you’ll be.

Pro tip: avoid having a color block background because it will look like a weird square/rectangle on everything you publish it on.

Be ageless

Clean lines, symmetry and the neutrality of a design can make it timeless.

Pro tip: avoid the current trend because it will have an expiration date.

Be relevant

Try to capture the essence of your company in the logo. Easier said than done, I know. Consider how well your logo matches your company’s personality. For example, if you are a luxury agent, you wouldn’t want to use a cartoon or something overly “fun”.

Pro tip: don’t be afraid to have fun, just keep it real.

 

If you successfully follow these 4 simple rules to create a logo, then your design is likely to be on the road to greatness.

Here’s a great example of a logo (sorry, it’s iconic but not real estate related) that has stood the test of time:

simple rules to create a logo

The “I love New York” logo was designed in the 70’s and today still generates over $30M in revenue. That’s a GREAT logo.

attention grabbing

7 Attention Grabbing Tips to Engage Your Audience

7 Attention Grabbing Tips to Engage Your Audience

Marketing is a huge component of your real estate business. And, as a marketer, you need to be able to grab your audience’s attention as fast as you can. Did you know that humans have an average attention span of 8 seconds? (FYI, a goldfish pays attention for 9 seconds.) So, you have a super small opportunity to get someone’s attention with your marketing. We’ve put together our top 7 attention grabbing tips to boost your marketing:

Attention grabbing headlines.

For example, people will google their questions – and a headline in the form of a question might be just the ticket. Some examples:

  • When should I replace my roof?
  • Why should I use a real estate agent to sell my house?
  • What does my home warranty cover?

Also, people LOVE lists. For example:

  • The 10 Things That Could Go Wrong When You Sell Your House
  • Top 40 Staging Tips to Get More Money
  • The 7 Secrets to Making Your Home Warranty Work for You

And, How To’s are one of my personal favorites.

  • How to Get Your House Ready to Sell
  • How to Find an Awesome Real Estate Agent
  • How to Buy a House with No Down Payment

Use white space.

What the heck is white space? If you look at an ad, it’s the space surrounding your copy. (Copy=words in the ad.) So basically, less is more. Don’t feel like you need to say more just because there’s space to use. People will be able to read your message quickly and clearly if it’s short and too the point – surrounded by white space.

attention grabbing tips

 

COLOR

Which do you notice more? COLOR or COLOR or COLOR or COLOR or COLOR. Color is awesome when used to grab attention. But with anything else, try not to overdo it because you could risk annoying your readers if they had to read neon green on neon yellow

 

Size Matters

When you use printed materials, think about how you can use non-traditional (aka different) sizes to grab attention. Could your “why use me” document be a tri-fold brochure? What if you used x-large business cards? Or, business cards with rounded edges. How about using a hang tag on as a gift tag instead of a business card? There’s lots of ways to be creative, but custom printing can be more expensive so you’ll want to be strategic.

 

Packaging

White envelopes are so boring. What if you delivered your next pre-listing presentation in a flat box? Even a metallic blue envelope would be more exciting. Be bold in your packaging!

 

Design

Professional design is best whenever you can. Yes, having a designer can be expensive. Be savvy and work within your budget. Try not to use the boring, outdated (and over-used) listing presentation from your MLS. Using a pro will definitely save you time but if you must DIY, there are a lot of “how to” tutorials out there. It’s sort of like a seller not using an agent and selling by owner. Find a way to make your look (your brand!) be different, and better, than the competition.

Formatting

Use indents and bullets to draw attention to important points. Try bold, italics or underline (but not all three) for emphasis.

Indent example.

  • bullet example
  1. another bullet!

 

BONUS TIP

Some suggest confetti inside an envelope. This would irritate me. If you mailed me glitter that came pouring out an envelope, I would hate you forever. So, definitely think twice before glitter bombing a potential client. (And, please, please, please don’t glitter bomb me!)

The moral of this story is that you have a very brief moment to get attention, so be strategic and gain the advantage.

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