Creating Marketing That Makes the Phone Ring
To maximize a marketing ROI, agents should target specific segments of the market that will generate the most leads and increase closings.
NEW YORK – Effective real estate business marketing plans capture the attention and emotions of potential customers and get them to take action.
Marketing strategies need to first grab the attention of buyers and sellers, which can be done through targeted messages, such as pattern interruption, scarcity, priming, sharing surprising statistics, comparing sold homes to the prospect's home, being contrarian, offering personalization, and being curious. Prospects can respond favorably if agents suggest that they are getting information that others don't know about or what they may not know about the current real-estate market.
These messages also must create an emotional connection with a prospective buyer or seller linking their current situation and addressing their needs or desires. To get prospective buyers and sellers to act, marketing campaigns should have a compelling message that states the benefits of taking action.
For instance, you can send a targeted message about a recently listed home and its estimate being off by a specific amount and asking the prospective client if they've checked their own home's estimate.
To maximize return on investment in marketing, agents want to target specific segments of the market that will generate the most leads and increase closings. Each marketing message should be pliable enough to meet the requirements of each distribution platform without sacrificing the message to prospective clients.
Source: Inman (09/22/24) Burgess, Jimmy
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