Are Your Realtor Marketing Campaigns Reaching Active Buyers and Sellers?
If you look at the way most realtors go about finding clients, it essentially comes down to random luck. They hand out business cards, plaster up their picture, or send postcards to thousands of individuals in a neighborhood hoping they’ll find the right person at the right time.
Stop and think just for a moment, about the math involved in that sort of proposition. How many people in a given area are going to be buying or selling a home at any given moment? The realistic answer is probably going to be less than 1%.
Now, take it a step further and ask yourself how many of those people won’t already know a realtor? And out of the remaining few, how many can be reached at the perfect moment, with the right postcard that will cause them to pick up the phone?
Consider those realities – along with the fact that it can cost close to a dollar for printing and postage on each card – and it’s easy to see why so many realtors get fed up with the old way of doing things.
What would it be like if, instead of sending out inefficient mailers again and again, you could put your name and/or listings in front of people who were actively looking for real estate expertise? What kind of difference would that make in your yearly income?
If the idea intrigues you, I’ve got some good news to share: that’s exactly what you can accomplish with smart, targeted digital advertising campaigns. To understand how it works, and why online ads are a game-changer for realtors, there are two terms you need to understand…
Geographic targeting is the ability to limit your ad campaigns to specific neighborhoods or zip codes. If you’re like most realtors and only work in certain areas, having this ability is crucial to your promotional efforts.
Obviously, you can restrict your mailers to a given set of streets or areas, but printed ads and other traditional marketing messages are hard to target with any precision. By moving your campaigns online, you can do a better job of making sure you are only promoting your real estate business to people who are actually in the neighborhood you serve.
Behavioral targeting lets you focus your attention on prospects who have taken a certain action. For instance, many realtors who use our platform only want their ads to be seen by people who have visited sites like realtor.com and zillow.com. That allows them to only display their messages to those who are currently looking to buy or sell.
It’s hard to overstate what a huge benefit this is. For one thing, it means realtors can stop paying for ads that go to the wrong people. And for another, it gives them the chance to reach home buyers and sellers at exactlythe right time. It’s easy to grab their attention when they are already looking to take the next step.
Ready to Stop Relying on Luck?
When you put the power of geographic targeting and behavioral targeting together, you have the ingredients for a massively successful and efficient sales effort. You not only reach your ideal prospects at the perfect time, but you can save hundreds of dollars in the process by ignoring all the people who aren’tinterested in your offers.
If you would like to know more about advanced targeting and how you could set up your first online campaign in minutes, click here to see a demo of the My Digital Advertising platform in action. It only takes a couple of minutes, and it could change the way you think about real estate marketing forever!