‘Build your real estate business faster with directed marketing of depth and coverage.’ – John Highman
In commercial real estate today, agents are and should be responsible for marketing themselves. That requirement is in addition to the general brokerage marketing process. At a personal level ‘information marketing’ can be a valuable strategy for individual agents to develop and use. You can build it into your personal sales plan.
So what is ‘information marketing’? It is the provision and use of ‘quality information’ to attract prospects and people online. When correctly implemented, that ‘attraction factor’ can help real estate agents get substantially more online profile as an ‘expert’ in a property type and or location. The strategy works well in commercial real estate and will help you attract more property enquiries locally, and people to use your real estate services.
Here are some of the big issues to help you get started in ‘information marketing’ as a real estate agent or broker:
- Focus your information and efforts on your local area and your property type. Everything that you do in the marketing process should be centred firmly in your market ‘niche’ and location. To achieve this, decide what area of your town or city is your ‘territory’ of focus. Within that area, what property type(s) will be your special field of endeavor? All of your local marketing efforts should be built around those answers. For example, you may focus on ‘industrial warehouse leasing’ or ‘shopping centre sales’. Choose on market segment and drill down into it. Define your market ‘niche’ and work within it as part of your marketing processes.
- Start a real estate blog on one of the blogging platforms (Blogger, or WordPress) and focus your blogs on your property type and location. Everything that you post to your blog should stay within those niche factors; that will help the search engines see you as an agent and the relevance of information that you provide. Topic consistency is the key to the process.
- All of your blogs should be written about the location and the property type. The blogs should be ‘informational’ and not ‘advertorial’; in other words your blogs should be helpful and useful. When you provide valuable local property market information, you start to build trust with your readers.
- On your blog site, link an auto responder and database service to your blog articles so interested people can register for more information about your property type, and town or city. You can now see why fresh ‘information’ is so important to making this marketing process work. Lots of agents advertise prolifically, but not many actually help people with local property information in a convenient way such as an online blog.
- Integrate your blogs and articles to your social media platforms. Whilst most social media platforms concentrate on being ‘social’, most agents only achieve and focus on that level of interaction (which can be self centered and of little interest to others). Take a step further in personal marketing by being ‘helpful’ with local property market information and articles from your blog; provide the links accordingly across all of your social media channels.
All of the above strategies are simple and yet advanced. They can be implemented to a substantial and successful level by any agent in real estate. They are very suitable for commercial real estate agents and brokers. If you are struggling with being ‘seen’ as a broker in your local town or city, now might be a good time to start the online marketing process. Use local information marketing to achieve that.