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What is commercial real estate marketing all about today? The cycle of property has moved again and is active in different ways. How can you get into that? How can you reach more people?

There are many ways to reach out to the people in your location and target audiences to encourage listing enquiry in real estate today. And the property enquiry process is really what it is all about.

Boost your real estate business from real estate enquiry. Talk to more people regarding property listing and selling or leasing. Everything comes down to reaching out to new people. Real estate marketing is an art form to be optimised over time.

Channels of Real Estate Promotion

How good are you at marketing yourself and your listings? What channels of communication do you use for that? There are always systems you can improve in marketing.

It is time to think about processes and opportunities for agents today. There are always ways to improve your penetration of promotions.

Today’s marketing channels involve traditional and more recent online approaches. Think about this list.

  • Signboards on quality properties
  • Newspaper advertising for the location and market
  • Brochures printed and electronic for campaigns
  • Door knocking strategies for local businesses
  • Approaching property owners directly
  • Telephone calls to targeted people
  • Contacts from previous campaigns
  • Database systems and records from campaigns
  • Social media channels
  • Articles and photographs about properties
  • Local area coverage to businesses and property owners
  • Targeting groups of people such as landlords, investors, and business owners
  • Targeting groups of people such as medical, allied health, service stations, legal etc.
  • Websites and blogs allow you to share your information about the property market locally
  • Editorials written about recent campaigns and listings
  • Email marketing campaigns about properties and groups of similar properties
  • Radio and TV messages about properties currently for sale
  • Timed campaigns such as Auctions, Expressions of Interest, and Tender

So, the list is comprehensive, and some of these will be very useful for your new real estate business creation in your location. You can also choose or add marketing methods more relevant to your town or city.

prospecting chart by John Highman

A Property and Property Type Focus

Some of these items take a specific focus. Don’t mistake trying to do all or most of the promotional items on the list. It is tough to do all the things consistently over time. Choose just a few items that work for you and that you can keep up the consistency with.

It is hard to activate all promotional strategies if you are a single agent with limited resources; however, make your choice and take action to move ahead in communicating your skills and listings.

Let’s help you get started. Here are some more ideas to help you begin the promotional processes. Don’t forget that you are promoting yourself and your listings. You can develop a strategy for each.

Using Brand Awareness

If you work within a large real estate agency or perhaps a franchise group, then the real estate brand of the business will be helpful in your marketing approaches. The brand can help you build local relevance by connecting with more people.

To build momentum with your brand, you can merge the logo into all your contact processes. It is then a question of how relevant and well-known your brand could be local.

Things are straightforward if your business already has plenty of local listings within a location or property type. If your real estate brand is not well known, you have some work to do. Build your contact strategies using your brand, and then spread your message around that.

Real Estate Client Research

It is difficult to connect with people if you are not ‘crystal’ clear on just who your client is by type and where they are located. This means client research is required at the beginning of your contact processes

Start with a local area map and draw some boundaries into the map of where your primary new real estate business zone should be. The primary zone is where you will get approximately 80% of your business over time from within the location.

Think about property types, sales, and leasing activity. What kinds of business can you create, and will that be 80% of your income stream?

Promote in Precincts

When you have clarified the primary zone of new business, draw another zone around the immediate precincts, and call it the secondary zone. You are prepared to take business from that ‘extended’ location from the secondary zone. Perhaps 20% of your annual business should come from the extended area.

So, the ‘zones’ allow you to set the client base and location focus. From that approach, your client research gets easier. You can look up lists, research people, and create communication strategies. Choose a few contact strategies that you can work with comfortably and frequently.

Promotional Strategies Summary

In closing on this point of your real estate promotion, your frequency of contact is perhaps the most critical real estate strategy to think about and develop at a professional level.

You can and should have your lists of people and property, but the frequency of contacting people is beneficial if you are trying to build your real estate business.

If you put some reliable contact strategies into your real estate business, you will always find more people and properties faster than other agents. What does this require of you? In a word, consistency.

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