While REALTORS® might have enjoyed the trend of buyers quickly snapping up homes within days of a listing, as interest rates move upward, selling might not be as simple as the market allowed in the past. Buyers might not be as quick to move on a purchase.
REALTORS can help potential buyers understand what’s available in their area, and marketing materials might once again play a part in helping to change listings over to contingent, pending, and, eventually, sold. These are the marketing materials that help move inventory and elevate listings:
- Social media posts
- Virtual tours
- Personal presentations
Traditional Marketing Still Works
Mail isn’t dead. Yes, people still value physical documents, and, for REALTORS, this includes advertisements in the form of mailers or postcards.
Get potential buyers excited about the homes that are listed in their area by distributing postcards locally. In addition, REALTORS also can mail postcards to inform neighbors about the sale price of recently listed properties in their area.
Increase Outreach with Social Media Posts
Social media is a popular outreach tool for REALTORS. These platforms also can be used to market new listings. What are the key sites on which REALTORS should focus their efforts? Sproutsocial recommends the following social media platforms for REALTORS:
With 2.93 monthly active users, Facebook is the most widely-used social media site. If REALTORS don’t have a social presence, Facebook is the best place to start.
Use social media to engage with followers. Give updates on new listings or on homes that have recently sold. Social media posts also can be fun; give pro tips on how to prepare a home for sale, share stats about the industry or set up a poll related to a holiday (like asking for a favorite Halloween candy).
Businesses also often set-up Facebook Live videos to share news about sales or show new merchandise; REALTORS can use Facebook Live, too. Maybe consider a virtual tour via Facebook Live.
Instagram is photo-centric. REALTORS might include photo slideshows of new listings to engage followers. Instagram also can be used to share stats about the industry or other infographic-related content.
What About TikTok?
TikTok is one of the popular platforms used by Generation Z. This social media site is unique as it lets users post short videos. However, these videos should be engaging and shareable.
TikTok could be the ideal place to post videos related to real estate trends or even home décor trends. While REALTORS can get creative with TikTok, this platform isn’t for everyone. Check it out to understand if it fits with a REALTOR’s personal brand.
Create Virtual Tours
Buyers might still be less than excited about visiting homes to tour. Covid changed real estate trends and shopping trends in general. More buyers might just want to use virtual tours and slideshows to research the homes that interest them.
Virtual tours can help buyers gain a better understanding about a home. Tours can show the layout of rooms and the style of the home’s design. A virtual tour might help buyers find their dream home, but these tours also can help buyers sift through homes that just don’t fit their needs.
Virtual tours combined with slideshows can give buyers an array of information about a new home. While photos can show each individual room, the virtual tour provides a walkthrough of the home for a more personalized approach.
Use virtual tours to reach at-home buyers and to help potential buyers find the best home for their needs. These tours also can help REALTORS save time; buyers might be able to use virtual tours to omit homes that just aren’t right for them. In the past, the only way to see a home was to schedule a tour in person.
Think of Personal Presentations as an Interview
REALTORS use listing presentations to help potential sellers understand their approach to selling the home. These presentations also give homeowners an idea as to the best listing price for their home.
Personal presentations also help potential sellers understand if they mesh with a REALTOR. These presentations are a bit like interviews. Does the potential seller like the REALTOR? The REALTOR might find that they don’t mesh with the potential seller.
These presentations are great for personal marketing, but they also help both the REALTOR and the client better understand each other.
Other Marketing Tips
There are many other marketing tools that REALTORS can utilize to get noticed and help move their listings. Some marketing recommendations, though, are more focused on simply being engaged with the community at large.
Being involved and having a community presence can be important in standing apart from the competition. In addition, REALTORS also can focus on developing a personal brand that helps potential clients identify them.
Many REALTORS print their photo on a business card. When potential clients look at the card, they also see the REALTOR’S picture. Putting a face with a name is an important part of creating a memorable individual brand.
REALTORS with a unique last name can use that to their advantage. If a last name or first name nods to an object or something unique, use the name link as part of the brand.
Get involved in the community, too. Participate in a local parade or have a booth at a local fair. Talk to the broker about any rules governing these activities, though.
Volunteer at a shelter or a local charity; don’t do this to move inventory or for business reasons. Get involved because it’s what good neighbors do. Not every tactic should be used for personal gain.
REALTORS Can Use HomeSelfe’s Marketing Tools
REALTORS also can use HomeSelfe’s marketing tools to engage with potential clients. HomeSelfe offers infographics, articles and other materials that REALTORS can share via social media.
Articles from HomeSelfe can help buyers understand how to stage their home, what they need to know about green homes and more. HomeSelfe also provides video content that REALTORS can share online.
HomeSelfe can serve as a social media support for busy REALTORS. All articles and posts are thoroughly researched and designed to engage followers.
Use HomeSelfe’s content on personal websites, social media and more. HomeSelfe also offers REALTORS with 16 automated social media posts per month; this means that even those who aren’t super active on social media can have updated content almost every other day.
Marketing of the Future
REALTORS may be familiar with creating virtual tours for audiences and potential buyers, but as tech becomes more advanced and immersive, these tours also could one day integrate virtual reality. In fact, the company Transported already offers virtual reality tours for the real estate industry.
While companies like Meta are working towards creating the metaverse, it’s possible that home sales enter the virtual realm. Standard marketing for REALTORS might be limited to tools like photography, video and even mailers, but the future might transform virtual home tours into a literal virtual tour.
REALTORS who might be willing to take a tech leap into the future, though, might be the first in their area to initiate virtual reality tours for high-end homes. Those who aren’t quite ready to go virtual can still move inventory by using many other marketing options that elevate their inventory, their brand, and help to increase sales and listings.