Real Estate Marketing Hacks: Creating a Client Persona

One of the biggest mistake businesses make in marketing is communicating a generic voice and mission. Having a cookie-cutter marketing methodology is a guarantee you will soon be facing the frustration of feeling as if you are shouting into the void.

Many real estate agents know better than to recycle redundant marketing language,  so why does this happen so often? Because realtors tend to be results driven, and while creating a voice for our business seems the easiest task at first, we soon find it takes more planning than we imagined. As valuable “money making” time ticks away and a message is not perfected, it is easy to default to what you often hear and see as opposed to perfecting a message of your own.

To save time and anguish in this process, it is highly useful to first focus not on the voice you will be projecting, but the ears you would like it to land upon. Creating a Client Persona enables you to do just this. Follow this step by step guide to defining your target tribe and begin generating leads that matter.

1. Define their “why”: By now, you are probably gaining a better definition of your reasons for being in real estate. Now what about their reason for needing real estate service? Or perhaps they don’t need  your services yet...where could these services fill the gaps in their life regardless? Put yourself in the shoes of home buyer’s and seller’s, and think of personal ways you can reach out to them. Some reasons may be:
1. A major life transition: kids moving out, death in the family, new job opportunity
2. An increase/decrease in income
3. Seeking stability and control (renting vs. buying)
4. Too much stagnance, wanting a change
5. A sparking interest in real estate themselves
6. Need for creative freedom on a home

2. How can you personally cater to or complement each reason your client may have to need your services? What sets you apart from other realtors to make the home buying or selling experience a memorable and educational process? Some of these traits may include:
1. Personal experiences: relating firsthand to their journey
2. Finding homes for a specific budget, whether it be a tight budget or one suited for luxury
3. Making shy or inexperienced people feel comfortable
4. Being available to advise at odd hours

3. Using these reflections, create a hypothetical person to represent the market you are defining, and a profile for that person. Include details that may seem irrelevant but in the end, affect  their buying, such as::
1. Job title/ income bracket
2. Location (current and desired)
3. Age
4. Daily routine
5. Goals
6. Fears
7. Education
8. Family
9. Values

4. Create an elevator pitch to this “person.” Be sure to include how much you know and care about their needs, and ensure them you are the person who will meet them.

5. Plan your content using the “Four Archetypes for Content Creation Strategy.” This will allow your content  to appeal to a wide range of your client’s feelings and needs while still remaining business appropriate.

4 Archetypes for Content Creation Strategy

Once these steps are complete, your target market should begin feeling like an old friend, and just as with old friends, communication will begin to flow almost effortlessly. Ready to take the next step and allow other facets of your business to run successfully on auto-pilot? Sign up for your choice of access to exclusive material to help you solve the Time vs. Money paradox, a free consultation call, or both here.

Listing Presentation Must-Have's

Any great sales person has a presentation they know will consistently get them results.  Don’t you wish you could shadow what these top agents are saying at their appointments to get those listing signed? We bring you the next best thing... an insider perspective on what top agents are prepared with for any successful listing presentation.

• Solid Marketing Strategy: You probably have already noticed a marketing strategy is valuable to almost any facet of your real estate business. Having a solidified marketing strategy prepared for presentation provides immediate comfort to the sellers in knowing their selling process will be well planned and personalized.

• Experience and Testimonials: Getting to know your personal purpose for selling home makes your presentation stand out. This is a great way to list your accomplishments and benefits only you can provide them.

• A Play-by-Play: Provide a simple, yet detailed play-by-play of the home selling process, what you will provide for them along the way, and what methods you plan to implement at what times. Be sure they feel educated on the entire experience.

• Your Guarantee of Service: Emphasize that in an agent/seller relationship, you are on a team and their success is your success. Provide a personal guarantee of service to ensure follow through.

• Pricing Strategy: According to zillow.com, this is best to present last. Potential clients are much more likely to accept your numbers once they are educated on the amount of time you are willing to spend helping them, and the details that go in to the selling process.

Now that you have the proper outline for a listing presentation, give it a shot and pay close attention to what methods work best for you. Once you have begun to master listing presentations, take it to the next level by recruiting a coach to help you continue success in every facet of your real estate business. Learn more at seanmoudrycoaching.com.

The Top 3 Focus Points for Effective Monthly Marketing

What do I send? How often do I send it? When it comes to monthly marketing, a common method of self-sabotage is “paralysis by analysis.” Focusing too much on small details can lead to a marketing campaign not being sent at all. Sound familiar? End the habit today!  Here are the most important focus points for your monthly marketing in order of importance:

1)      Clearly communicate Real Estate as your industry at first glance. Most marketing items have the potential of being hand-to-trash items. Assuring your purpose is clearly visible at a glance will attract the eye of those seeking your services, and can prevent your advertising pieces from facing this fate.
                     

                                       
                                           

2)     Showcase your success and what sets you apart from other realtors. This can be uncomfortable for some, as it can be assumed this is a type of bragging. Put yourself in the potential client’s shoes, however, and I’m sure you will understand the benefits of knowing the potential of a realtor you may choose.

                                   

3) Create a unique call to action. Be sure your call to action is tailored to properly pipeline leads according to your marketing plan. For example, if social media is a vital part to your brand’s promotion, be sure to include links to your pages in addition to your basic contact information.  Make the call to action simple, yet visually accessible. Offer an additional service to your call to action to increase the urge to contact you versus other local real estate agents. Avoid redundant sales verbiage whenever possible.                                                                            
                                

Once you have these three focus points covered, you are finished! Send it out and watch the leads roll in. Pay special attention to your most effective methods of advertising in order to perfect future campaigns.