By: This is a guest post from Eric Arnold, VP of Sales & Business Development at Xpressdocs
Have you achieved your professional goals for this year? As we enter the home stretch of 2016, consider these property marketing tips to help you end the year strong and get a jump on a successful 2017.
Make the Most of Your Digital Presence
An estimated 207 million Americans are using smartphones right now. With that many people on mobile, it’s an absolute must to ensure your company website is optimized for all mobile platforms (iOS, Android, Windows) and your marketing reaches those on their devices. Because mobile users spend 64% of their phone time within mobile apps, one way to reach them is through in-app mobile ads.
Additionally, use social media and blogging to develop your online presence. Blogging can highlight your unique expertise and vision, as well as begin conversations with your prospects. Ideas for good blog posts include educating your clients about the latest industry trends and providing house-hunting tips. But don’t stop there! Get creative with your posts by commenting on interior design trends, providing quizzes about community history, or listing your recommendations on the best local restaurants and attractions.
Keep Your Business’s Branding Up-to-Date
Take an objective look at your business’s printed pieces (property flyer templates, business cards, door hangers, postcards, etc.), and ask yourself the following questions:
- Are all your online touch points included and current?
- Does your imagery or graphic design look modern and sleek?
- Are these pieces projecting the image you want for your company?
If you answered no to at least one of these questions, it’s time to consider a new approach. Updating your print and direct mail pieces will increase the shelf life of your advertisements. The Xpressdocs platform offers users the ability to manage their contact information, headshots, and branding from a single, easy-to-use location. All this saves you time and energy, and ensures consistency throughout your marketing.
Outside of direct mail pieces, a great way to get your message and services in front of potential clients is to meet with people in person and network. As you network, be sure to collect contact information in an effort to care for your direct marketing lists.
Maximize the Impact of Your Listings
Have you ever seen the J. Peterman catalog? Every illustrated item has its own story, including how one can expect to feel once they own the item. Then consider the Starbucks effect on real estate: over the past 20 years or so, the value of homes located within a quarter-mile of a Starbucks has increased by almost 30 percent above average — and the closer the property to the coffee shop, the larger the increase. Although the “cause vs. effect” aspects of the statistic haven’t been established, it seems clear that buyers expect a certain atmosphere and community around a Starbucks location.
The point is people still love a good story and are moved to act when they connect to an idea or a community. Use your listings’ marketing to tell a great story and provide a sense of connection to a community, and your properties will move faster. Start by adding emotional details: Is there a workshop where Dad can putter? Great schools that the kids can walk to down tree-lined sidewalks to? Space for a dining-room table large enough to host a family reunion? Make sure you utilize the space on your marketing pieces (print or otherwise) to tell the right story.
Finally, your listing photos will make or break your story. A recent National Association of Realtors study found that 87 percent of all buyers found photos of properties very useful. If you can afford it, consider having your listings professionally photographed to increase your prospects’ ability to envision themselves there. In recent years, high-definition drone photography has also been added to the real estate agent’s arsenal, providing visual perspective for your story. And even in the photos, you can make your listings stand out by featuring a couple memorable items in eye-catching colors or designs. Even if you handle the photography on your own, be sure to care for it as best you can. Also, be sure you use quality images when creating print pieces. The Xpressdocs platform informs users of the quality of their images, and warns when an image is at risk of printing poorly.
It Can Be Done
If trying to implement all these details seems overwhelming, you don’t have to do it yourself. Use a robust solution like the Xpressdocs marketing platform to maximize your on-demand and direct marketing efforts while saving time.