We recently came across a quote that made us wonder just how perfunctory some real estate marketing is. The quote in question? “Marketing is enthusiasm transferred to the customer.” It’s seven wise words from content marketing strategist Gregory Ciotti, one of the very first marketing associates at Help Scout.
So, how do they apply to you as a real estate agent?
Real estate marketing, like other service-oriented industries, is all about building and maintaining relationships. Even before a lead becomes a client, the first impression people get from every piece of collateral, newsletter or social media post you put out depends a lot on the spirit behind it.
So what does yours say about your real estate business and how can you make sure you show your enthusiasm to connect better with leads and clients?
Remember Why You Chose Real Estate
If you’ve been in real estate long enough (or even if you haven’t), then you’ve no doubt been through the many ups and downs of the business. So it’s important to take a second to reflect on why you chose and continue your career in real estate.
Do any of these reasons ring true for you?
- It’s entrepreneurial.
- It provides a flexible career to balance work and family.
- It’s exciting! No two days are alike.
- You get to work with people and help them with a major life milestone.
What else can you think of? Pick your top three, write it where you can see it and let them positively impact your marketing voice.
Show More of You
Since real estate is all about relationships, part of showing how much you love what you do and imparting that to your marketing audience is sharing bits and pieces of yourself. We don’t suggest going into overshare mode, of course. We jus mean distinguishing yourself among the hundreds of real estate professionals a home seller or buyer could be working with.
You can do this in a few simple ways to connect with people throughout every touchpoint.
- Tell stories that illustrate that you understand a client or lead’s specific situation.
- Let people know on your website and Facebook about pages why you got into real estate in the first place.
- Have a few passions? Don’t be afraid to share them once in a while in a social media post or to allude to it lightly in a newsletter.
Exude Positive Energy in Person
Whether you are having a bad day, just going through a routine or seemingly mundane interaction or being busy as a bee, make sure that you maintain a positive level of energy and enthusiasm with clients and leads in person. It can be hard, but there is something to the old tip “fake it ’til you make it.”
Say you’re hosting an open house. You may meet a visitor who doesn’t seem like a strong buyer. Instead of dismissing them or being short, use it as an opportunity to practice a positive attitude. You never know who they could refer to you in the future.
Take a look at your real estate marketing – from your website to your social media to your print collateral. What is the voice behind it? Is it dull and could use some pep? If it does, try something different and infuse a little enthusiasm for whatever you are promoting and see the difference it makes.