A recent survey by The National Association of Realtors (NAR) was released regarding the marketing strategies of today’s realtor. It mainly focused on the use of the internet as a means of promotion. The internet is an obvious choice in today’s society, but is the return on their investment worth the expense? You may be surprised.
According to the NAR survey, realtors were asked if they owned a website and what the average cost was to maintain it. In 2014, 66% realtors owned a website and, on average, spent about $130 in order to maintain it. Similarly, 65% said that they have an active presence on social media. In this day and age, the fact that there are 44% of realtors that DO NOT own a website is more surprising than anything. Besides that, the stats seem to be fairly accurate.
So what becomes of this internet expenditure? Is all of the exposure paying for itself in new business? Sadly, the survey revealed that only 2% of all leads came from their website. That’s insane!!!
Here’s where it starts to get surprising. When asked about having a real estate blog, only 12% said they had one. It surprises me because a blog is free. Who wouldn’t want free marketing? But I understand… the word blog often turns people off, especially if they don’t consider themselves “a writer.” What is misunderstood is that writing is only one way to maintain a blog. Yes, it is the majority, but some focus their blog solely on pictures, some have minimal writing and are very graphic-heavy. It all depends on the creator. Its purpose is to give its author an outlet to focus on a certain topic, like their lives and interests. The more active you are with it, the more exposure you are getting. There have been many bloggers that have become well known because of their blog. Just ask Perez Hilton.
It is a fact: it takes six attempts to grab the attention of a customer. Now let’s do the math. Your website, email blasts, and your social media presence account for half of these attempts. So what about the other half? Your electronic options have been covered. It’s time to review tried-and-true tricks of the trade. Many utilize promotional items, like notepads and magnets. Some advertise via a simple phone call or a door-to-door visit. These are all fantastic ways to drum up new business. But there is one way to combine all of these efforts into one giant marketing steamroller. The direct mail newsletter.
Not only are you covering the literal groundwork by getting your name and face into the hands of possible business, but you can use the content in said newsletter to promote your online presence as well. Post the articles on your website, blog and social media accounts. Give possible clients a reason to remember you. Custom articles, real estate news, household tips and/or your current listings not only put your name out into the public, but it also turn you from a face in a realtor crowd into a legitimate source to go to when they’re in need of real estate information or assistance.
If you would like to share a story about your local real estate market, our custom real estate marketing newsletter is the best media to reach your clients’ mail box and inbox. Give us a call or request some samples online to learn what top-producers have been doing.
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