Real Estate Marketing and New Technologies Meet

Many industries have already changed with the changing times, gaining and building a reputation for tech savviest. One such industry is real estate. With a range of technologies in real estate postcards marketing becoming more available to realtors and as the necessity to include more services becomes more demanding, the industry itself has grown more and more dependent on technology. A great part of marketing nowadays is technology-driven. Technology is also necessary to make the industry generally appealing to people with different backgrounds.

The present trend among realtors today is to jump into the tech savvy bandwagon and search for various ways to use technology for the betterment of their businesses. Technology has time-saving and cost-efficiency dimensions that quickly build business reputation and bring in a variety of buyers, sellers and investors. As a result of this trend, a strong demand for faster and more effective marketing technologies has emerged in the industry.

Technology Changes Everything

For the past two decades, technology in marketing has rapidly evolved. It is now imperative for every individual working in the industry to own a gadget or device that would make them more accessible to prospects. These technologies not only facilitate marketing, but they also change the way realtors approach their clients and interact with other members of the industry.

The purpose of having new marketing technologies is to make a realtor’s job a pool of useful information which can be applied pragmatically – and not just about volumes of prospects and piles of business cards.

The Local Nature of Real Estate Marketing Technology

Property management software is a new technology invented to provide more ease and flexibility to various marketing ventures. Chris Thorman, tech blogger, blogged about this software at Software Advice. In his write-up, he challenged everyone in the business to understand every nook and cranny of new marketing technologies and share their knowledge of them with the public. Sharing sparks interest and catches the eyes of prospective buyers, sellers and investors. Moreover, these technologies are bound to change the landscape of marketing.

One thing to note when looking deeper into new marketing technologies is that such technologies should be location-based to help prospective buyers locate properties within their area or any other desired location.

Real Estate Marketing Postcards – The Three Biggest Mistakes An Agent Or Broker Can Make

Real estate marketing postcards are more powerful than ever. They deliver your information directly into the hands of potential clients for the price of a stamp, some paper, and a little bit of ink.

Relying on the internet to drive clients to you is simply not enough. In fact, I doubt the internet will ever become an agent’s sole source of leads. Remember: the internet is vast and expansive; your farm is not. You already know exactly where the people are that you want to contact, and the US post office is prepared to hand-deliver anything you desire.

I’ve been helping southern California agents target their respective farms since 2005 with my custom real estate marketing postcards. I’ve learned a lot during that time – mostly by analyzing my competition. Here are the three biggest mistakes I see from real estate agents and brokers:

1) Don’t talk about your sales record, even if you’re the #1 agent in the state or the U.S. Why? Because while you prattle on about how great you are to potential clients; their ears go deaf, their eyes gloss over, and their minds drift elsewhere. This is true in all encounters, not just postcard marketing. People want to hear about themselves; not you. If you want to keep people interested and keep their eyes on your postcard, discuss their accomplishments, their goals, and their needs. How do you talk about those things when you don’t know the specific person you are mailing to? That’s easy. Talk about their neighborhood (or their city), and they will pay attention to what you have to share. Follow this rule in all walks of life, and you will see a remarkable change in the manner in which people interact with you.

2) Don’t slander another agent. This might seem hard to comprehend, but I have seen this many times. An agent sends a postcard to his or her farm, and writes something to this effect on the cover, “Jane Doe sold your neighbor’s house for only $585,000! I would never undersell your house and de-value your neighborhood! Contact me…” Negativism breeds upon itself. Remember that. Instead of attempting to tarnish another agent who markets within your farm, be positive and send an upbeat message to your potential client. If you blatantly attempt to degrade a fellow real estate agent, how do you think that reflects on your integrity in the eyes of the postcard recipient?

3) Don’t make spelling/grammatical mistakes. I’ve seen countless real estate marketing postcards that contained the simplest of spelling and grammar mistakes. Before you print a thousand copies of your postcard, make sure you have two or three people proofread it. More often than not, they will point out a very obvious error that you have somehow overlooked. After you correct any spelling or grammar mistakes, have another person proofread it. Repeat this process until the postcard is grammatically sound. Professionalism must be upheld in real estate at all times. When you mail a postcard to a homeowner (or a potential homeowner), every inch of that postcard must be perfect. If it is not, and you mail a postcard with spelling or grammatical errors, you are effectively tarnishing your own name, and your potential client may look elsewhere for an agent when they finally need one.

How to Write Your Real Estate Marketing Plan

It is imperative for every real estate marketing plan to have an established business plan as well. The business plan steers real estate marketing efforts to a direction one has envisioned. Instead of vague goals and limited information, the company or the individual knows just how to get there.

Before writing the contents of a marketing plan or (if it has already been set in motion) before taking it to the next level, here are a few pieces of advice to consider:

Simplicity is efficiency. As much as possible, avoid getting caught up in a web of procedures, strategies and tools that are too complicated to implement. Simplicity is still the best recourse. A simple marketing plan is easy to implement because the provisions or attendant requisites are not that difficult to understand. Complicated plans tend to be ambiguous, thus causing implementation issues. It is also an advantage to accommodate and implement a plan that is simple because loopholes and other such errors are easy to spot and correct.

Tie it to a goal. In the process of implementation, remember the goals originally set out in the business plan. These goals are guideposts as well as constant reminders that will help launch a set of marketing strategies. The marketing plan must always be in congruent with the business plan.

Be firm and flexible. It is challenging, but if a company, an agent or a broker manages to formulate a marketing plan that is both flexible and firm, it is easier to learn to adapt. Flexibility is the ability to change with the constantly changing marketplace. A marketing plan which is flexible and at the same time firm provisions is resilient to unpredictable supply and demand patterns and can shift gears without falling prey to collateral damage.

Formulating and writing a marketing plan involves a few things:

First, draw out all thoughts and ideas that come to mind. Using a mind map or a concept map can be very helpful. Leave no stones unturned. Account for every perception brought forth. Even if some of these may not be of use for the present, they can always be utilized for future use. Be open to anything and everything. During brainstorming stage, all ideas are correct. What matters is that a bunch of these ideas can address present issues.

Secondly, organize and select. A disorderly marketing plan is doomed to fail. Streamline ideas generated during brainstorming. Select those that are applicable to present circumstances. Do not discard those that are not applicable. Store them in an easily retrievable file folder or device as they can still be used for future brainstorming sessions.