Real Estate Marketing Challenges -- And How to Overcome Them
All marketers face challenges, and real estate marketing is no
different. But sometimes we have a way of letting our challenges
grow "too big for their britches."
In our minds, hurdles can become impossibilities, when in
reality they're anything but impossible. To overcome a real
estate marketing challenge, you simply have to look at it with a
fresh perspective, ask the right questions, and then charge
ahead.
With that in mind, here are some of the common marketing
challenges I've heard real estate agents express over the years,
as well as ways to overcome those challenges:
Challenge #1 - I don't know anything about marketing.
Every marketer approaches their first project with little or no
practical experience. Practical experience comes from, well,
practical experience. So in your real estate marketing
endeavors, start by gaining a knowledge base through reading and
research. Then build on that base through actual
experimentation.
"Analysis paralysis" affects a lot of would-be marketers. This
is the condition where every element of a marketing campaign is
analyzed, scrutinized and conceptualized -- to the point that
nothing actually gets done.
Learn as much as you can about a particular marketing channel or
tactic by studying what others have done. Then get out there and
do it for yourself. Sure, you'll make mistakes. We all do. But
that's part of the learning process.
Challenge #2 - I don't know where to start.
If you're new to the world of real estate marketing, start with
the basics. First determine your goals. This will make the
entire process easier. Too often, I see people define marketing
goals that are overly vague. "I want to grow my business," is
not a marketing goal -- it's something we all want.
Of course you want to grow your business. But to gain any
direction from this step, you have to get specific. For
instance:
"I want to create an educational website with free downloads and
reports, and promote the site with direct mail. Using this
system, I want to capture 20 new leads per month."
Now that's a goal -- specific, measurable and directional.
Challenge #3 - I don't know anything about technology.
Technology. The word alone scares people. But in truth,
marketing technology has evolved to a point of user-friendliness
that it never had before.
Today's marketing tools -- from website creation to list
management -- are more than ever, even by people with little to
no technical skill.
And even when you can't find user-friendly technology to help
you with a certain marketing task, you can bet there's a vendor
willing to step in.
When researching technology, break the process down into simple
parts. First, refer back to your goals from Challenge #2 above.
What technology can help you achieve those goals? Once you've
answered this question, you'll have taken an ocean of
technological possibilities and narrowed them down to a channel
that best applies to you.
And always remember: technology can deliver the message, but it
can't create the message. It can help you show the value of your
services, but it can't create that value in the first place.
That's your job.
Challenge #4 - I don't have time.
This one is simply a matter of priorities. If your marketing is
a top priority, then you can make time for it. Here's an easy
way to do just that:
Start small, with just an hour a day. Spend 15 minutes reading
up on a particular marketing tactic, and 45 minutes actually
practicing it. The 15 minutes of research also helps reduce
Challenge #1 (not knowing anything about marketing).
Challenge #5 - I'm new to real estate.
Every expert from every industry was the new guy or gal at some
point. They managed, and so can you. Even if you're new to real
estate, you're still a professional, right? You'll find that
people judge you by your personal behavior as much as your
credentials.
When it comes to your marketing message, this means being
knowledgeable and professional. Proper spelling, relevant
information, professional design and delivery -- these factors
add up, and they'll help you make a strong impression regardless
of how long you've been practicing real estate.