I have written a number of blogs about the changing world of marketing a property and how you can develop new skills in line with many other industries. This was very much re-enforced by an article I read just recently coming out of America. This article (5 Real Estate Landing Page Templates for Your Appraisal) started off by asking one to do the following:
“Do a Google search for the name of your city (or your suburb) + “real estate.” Click on a few of the sponsored ads. Did you find a landing page?”
It went on to say, “Chances are you didn’t, because most real estate agents have not yet caught on to the fact that they need to be sending their paid traffic to dedicated landing pages.” You do it, now for your locality, and the result will be the same.
Well, it seems that Real Estate Marketing in Australia is not far behind America in not taking up where marketing is definitely going.
The article was not attempting to be negative, but was saying that this new way in marketing represents an awesome opportunity for any agent to stand out from their competition. It has always been my goal in all my businesses to make certain that whatever I was offering was different from my competitors.
Is this not the real definition of being a competitor?
This amazes me that this has not happened in the Real Estate Industry but instead the real estate agent appears to simply match what their competitor’s offer, so the choice of selecting a real estate agent is endless, or is it?
I am sure you are starting to see changes in the market place where such things as commissions and marketing costs are coming under scrutiny. Changes in the marketplace are occurring and being driven by the consumer. Important not to ignore the signs. So you want to be at the forefront of the change and not see your agency left behind. To ensure this does not occur then there are certain changes required:
An Interactive Website is needed.
If your website is of the old style of web sites that were designed mainly as an advertisement and not as a medium to interact with your clients in a helpful way, then it is time to make a change. Check out the web sites of your competitors and you see most real estate websites are similar in what they are offering in properties for sale or rent. But would it not be that most clients of today go to the portals to see the properties of all agents. It is important that you determine the following:
Are Call to Actions and Landing Pages a critical part of your marketing strategy?
This is the critical part of the interaction you require with your customers. Don’t think that they will phone you or email you is sufficient. It isn’t and they won’t. They are in the research mode well before they want to talk to you and when they are ready to talk to you, have other agents already convinced them by helpful advice that they are already on the short list and your name is not there.
Are we thinking in the past or the future?
The real estate industry will change like all industries. What is being done today will not be how it is done in the future. Don’t forget the Uber story and unfortunately for all those taxi drivers who invested heavily into taxi licenses, did not see it coming. Learn from that experience. What we have to do is to focus on the new role of the Real Estate Agent? The role and the skills required in the real estate agent of the future will change and are you facing the issue now or continuing to do the same old as you have already done, until it totally no longer works.
If you are one who is concerned about where things are going and what is needed to change and hold your position, then maybe it is time to talk to someone who can lead you in a new direction allowing you to be a leader in the future and not just a success story of the past.
The world is changing and we are required to be able to monitor what marketing we are doing as to its effectiveness. If you can't then it is time to change to a system that will ensure it is happening. If you see the future direction overwhelming, why not make contact now and see how it is done.