EPISODE 332: A Tangible Action Guide for Real Estate Marketing in 2022
For the 322nd episode of Mail Right Show, Jonathan Denwood and Robert Newman invited Matt Muscats, the digital marketing guru and Director of Marketing from Treadstone Funding. Matt is the Founder/Owner of Maltese Marketing, a boutique digital marketing firm headquartered in Grand Rapids. They have served clients in 38 states and four countries to help them advance their digital marketing to create tangible results. He is TAG – The Tangible Action Guide for Real Estate Marketing. For this episode, he shared some practical methods, and specific techniques real estate professionals can leverage to increase results.
Leverage CMA Automation with Personalization
2022 is when realtors saw the lowest amount of inventory on record since the real estate industry started in 1923; that is why all marketing strategies need to shift to being more listing-centric. However, the one thing that people are not doing what they should be is home values and how they are doing it. Zillow is one example of this, which has been doing it in an automated way for a long time; although it’s good, you should somehow elevate this. How? Send out a minimum of 5 CMAs per day for every person in your database who is a homeowner, and try to make it more personal. You may include the most recent sales in the area, the best possible comps, and a handwritten note or signature that lets people know that you looked into it and reviewed it before it gets sent out. The most crucial part here is that you should give that person a call when you drop the CMA in the mail and let him know that you prepared it personally so that he would know how much his home is worth so that you could give him an idea of how much wealth he is building, and that’s why he should give you a callback. Lastly, you can get an assistant to do this, but it will cost you a lot; however, if you go to Upwork and find somebody to do this for a cheaper rate, you could set up a process and make everything work without breaking the bank.
Look for other ways to do lead generation
Prospecting customers is the number one way to close deals, but realtors are doing this by prospecting to other realtors. When they talk to people in the same field, they always ask about what off-market properties they are planning to list for the next couple of weeks. It is an excellent time to keep a list of properties that might be listed soon, figure out what buyers you have and then match them with these properties.
Understand and Utilize Instagram Algorithms
Instagram is like marketing but with a built-in audience. It would help you if you leveraged your “Following” because that will be your step in utilizing Instagram as a marketing tool. Here, when you’re reaching out to someone to market, you must not shout about real estate constantly or whatever you are selling because that turns people off. What you want to do is click on the stories of the people you are following and send them a comment/message about that story so that when they respond, it will trigger the algorithm wherein Instagram starts showing each other your post and stories more frequently. Social media don’t usually show your stuff to your friends unless you are social with them. The problem here is that sometimes, we don’t become social with someone is because we don’t know what to say, so when that someone posts something in their feed or stories, you start a meaningful conversation with them about something important and exciting for them, there’s a big chance that they will respond. Once they do, the algorithm will work and show your stuff with each other, and at some point in your conversation, they’re going to ask how you’re doing- that’s when you wheel the conversation to real estate. But again, with this, you can either hire an assistant or an Upwork worker.
Find Your Niche
Find your niche in your market, and don’t try to sell to everybody. How you choose your location, type of property (e.g., apartments or retail), the property’s condition or sectors (e.g., condition, budget), and what constitutes a good deal are all critical considerations. Being a specialist offers numerous advantages, including becoming an expert who can dig more profoundly than most people. The community grows to know you as the expert, and you establish your brand. Your neighborhood is defined and targeted, making marketing a whole lot easier. You’re able to customize your service, particularly to your target market. One good example is the low-cost rental flats in a given city with a minimum cash-on-cash return of 12 percent. It is that specific. Remember, the riches are in the niches.
