Real Estate Marketing Tips for Agents and Brokers

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by Brandon Cornett

In real estate marketing, there's always room for improvement. There's always some minor (or major) adjustment you can make to increase your ROI. Here, then, are seven ways to improve your real estate marketing program:

1. Add value to your marketing message
The more value you build into your message, the more likely people will be to respond to it. Give your prospects a good, solid reason to call you. Offer a high-value report on local schools, local development, little-known mortgage secrets, etc.

Know an interior decorator? Partner with them to offer free design consultations with to new clients. Use your imagination ... but offer something.

2. Be professional
Real estate is a detail-driven business. One oversight can put the entire transaction off track. Your prospects know this, so don't ever show them a marketing piece that's less than perfect.

3. Write an irresistible headline
Many of the first-draft marketing pieces I see have weak headlines or no headline at all. A direct marketing piece has seconds to make an impression. This is where headlines come in.

A good headline can capture readers and pull them into the body copy. A weak headline — or a lack of one altogether — gives the reader a good reason to ignore your message.

4. Make your offer noticeable
A strong offer is crucial to real estate marketing success. It gives your prospect a reason to contact you over all the other agents available to them.

Drawing attention to your offer is equally important. After all, what good is a strong offer if it's set in the same font size and color as the rest of the copy? It's likely to be overlooked.

Use starbursts, callout boxes, bold font ... whatever it takes. Just make sure your offer stands out.

5. Make your offer clear
Now that your offer stands out, you need to make sure the reader understands it. This is not the time to flaunt your vocabulary or use clever language. Make your offer clear, easy to understand, and loaded with value: "15-page survey of local schools — yours free! Call today."

6. Be unique
If your direct mail marketing piece looks and sounds like every other marketing piece your prospect encounters, what's to make them notice you? You can be unique in a number of ways. You can make a stronger offer, design a more professional mailer or website, use more specific information, personalize your message, brand yourself in some memorable way, etc.

7. Leverage your website
Your website should be an integral part of your real estate marketing program. It won't build your business on its own, but it can reinforce your other marketing channels to increase your overall ROI.

Try using direct mail postcards in conjunction with your website. For example, the postcard might offer a web-based article or report on home buying: "15 Home-Buying Secrets You Must Know — Available at www.FakeRealtorSite.com."

Real estate marketing requires constant improvement. Try something, learn from it, adjust, try it again, learn from it, adjust, etc. It's a perpetual process, and I hope this article makes the process a little easier for you.

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