As you know, the Internet and social networks have become revolutionary elements for the real estate industry.
Facebook … WordPress … Twitter … Zillow … Trulia … RealEstateABC … all of these were practically unknown a few years ago, and now they are (or should be) a key part of your marketing plan.
But amid all this ferment, traditional forms (dare we say “old school”) still have tremendous value. Farming in a carefully selected neighborhood remains a key strategy for success.
A winning branding and marketing strategy includes both online and offline components. And using online techniques to cultivate your chosen neighborhood combines the best of the old and the new!
Building your brand with Facebook
According to Postling research, nearly 80% of real estate professionals use Facebook to market their business. It’s free, easy, and efficient, and it offers opportunities to grow and cultivate a strong community of prospects. When it comes to cultivating your neighborhoods, your Facebook page can familiarize potential buyers with your target neighborhood and build relationships with current residents (aka future sellers).
Building your brand with WordPress
Use your blog to differentiate yourself from the competition and make yourself known as an authority on your topic and your neighborhoods. Many real estate experts recommend that you do not make listings the main focus of your blog. Your posts should be community-focused, with real estate marketing done in a low-key way. The goal is to showcase the expertise of your area and build a relationship with your audience. Start the conversation!
The rise of local coupons
Another hot internet trend is the increasing use of local coupons to deliver deals from neighborhood merchants to their surrounding areas. Smart merchants are partnering with internet-based startups like GroupOn, Amazon, as well as traditional providers like Money Mailer and ValPak to drive business with thoughtfully crafted online offerings.
Of course, these big companies are not for everyone, but they have pushed local coupon marketing over the Internet into the public eye.
Everyone is familiar with it now!
Combining the old and the new
A great way to build credibility with your target neighborhood is to show that you see them as more than just a source of listings and sales.
And a great way to do that is to offer something of value outside of real estate facts and figures. Let’s face it, until they start thinking about buying or selling, most people are only mildly on fluctuations in interest rates, the number of sales in their neighborhood, etc.
Although it is valuable information, it is relatively easy to acquire. Consequently, everyone offers it. So it doesn’t do much to make you stand out from your competitors.
Instead of settling for “me too”, here’s a new strategy:
Show their value … by negotiating special discount offers with local merchants and offering them to new and future residents of your neighborhood farms.
Offering local business money saving coupons shows current and potential residents of your target neighborhood that you really care about them.
You will also create allies among local merchants by helping them win more business and by introducing your products and services to new and existing residents of the neighborhood.
The combination of the three elements discussed above (Facebook, blogging, and local coupon marketing) gives you a powerful new strategy to build your brand, win allies among local business owners, and increase your credibility in a low-key way with buyers and sellers. potential sellers.
Your strategy outline
Here’s your step-by-step action plan:
1) Based on your extensive knowledge of the neighborhood, make a mixed list of local merchants that you think serve a cross section of the neighborhood. Do this for each farm you go to.
2) Contact each business on your list and offer to give them a free discount coupon with any offer they like, which they will promote at no charge to help them in their business.
3) For each merchant, take a few minutes to make a coupon online (preferably using the CreateYourCoupon system) and add it to your coupon page.
4) Post your coupon page on your blog and on custom Facebook pages, one dedicated to each of your farms.
5) Also, publish your discount coupon service over time as part of your normal marketing activities.
The result? You’ll build a reputation as an expert in the area – a real estate specialist who cares about the neighborhoods you’re farming in, as well as just selling houses.