In the 454th episode of Mail-Right Show, Robert Newman and Jonathan Denwood share general rules that will help you create digital campaigns that will make your phone ring. Robert Newman is the founder of InboundREM, a content marketing, story-telling-based platform. Meanwhile, Jonathan Denwood is the joint founder of Mail-Right, which builds beautiful websites on WordPress and provides CRM, landing pages, email, text outreach, and more in one great value package. This episode discussed proven strategies for targeting your ideal audience, creating compelling content, and leveraging data analytics to optimize your outreach.
Standing Out in a Crowded Market
Standing out in real estate is not just about selling properties—it’s about building connections, building trust with clients, and providing value.
Basic Marketing Psychology Principles
1. Priming: Setting the Right Expectations
Priming is about preparing the target audience to respond in a certain way. It involves getting people’s attention through strategic visuals, headlines, or metadata influencing the brand’s perception. For example, photography or captivating taglines can entice viewers to explore further, increasing clicks and interest.
One great example is luxury properties marketed with high-quality photography, sleek websites, and refined messaging. This higher standard creates an expectation in the audience’s mind. While priming is more commonly accepted in the luxury market, it can be just as effective in other markets. It’s about setting the right tone and expectation from the start.
Remember that effective branding doesn’t always require elaborate designs. Simple yet powerful branding resonates strongly when paired with creativity and strategic execution. You can also collaborate with talented professionals, such as photographers or branding experts, whose skill sets can improve the perceived value and create lasting impressions.
2. Scarcity: Creating an Urgency To Take Action
In marketing, creating a sense of urgency encourages people to take action.
Many individuals tend to avoid making decisions. By using scarcity tactics, businesses can push potential customers to act, reminding them that opportunities is limited and time is running out. For instance, highlighting limited availability, such as rare listings or exclusive offers, makes customers act.
Moreover, audiences respond well to content that feels personal and relatable. Videos or content that show specific methods or processes tend to engage viewers more effectively.
3. Statistics: Challenging Audience Perceptions
People often have a fixed idea of how things work. Surprising statistics can shake people from their usual way of thinking, prompting them to pay more attention, reassess their choices, or take action.
Sharing unexpected data adds intrigue and credibility. For instance, market trends, such as unexpected price drops in luxury markets due to new regulations, can captivate audiences and offer valuable insights. Adding context to statistics enhances their impact, turning raw data into compelling narratives.
4. Curiosity: Engaging the Human Mind
Curiousness is a powerful motivator, and it can help you in your marketing. Human beings are naturally curious, and this trait can be harnessed in marketing. When curiosity is sparked, people are more likely to engage with content, seek out more information, and take the next step. For instance, you can say, “Click here to learn more,” and curiosity drives the click, propelling the campaign.
Another effective strategy, though not as good as it used to be, is building curiosity through reviews. Such reputation naturally sparks interest, particularly in markets where many competitors fail to maintain high standards.
Furthermore, keeping up with market trends and adapting strategies accordingly is critical. For example, adapting to buyer preferences or addressing new regulations in real estate markets can ensure relevancy and success.
How Do You Build Trust with Your Consumers?
Building trust with consumers is critical for a successful business. Establishing trust can be achieved through sharing real testimonials and creating a compelling story about you, your background, why you got into a particular industry, and why you started your company.
Testimonials provide a direct and relatable way for potential clients to understand the value of your product or service. Real feedback from satisfied customers carries immense weight. Collecting testimonials involves proactive efforts such as conducting surveys and identifying customers willing to share their positive experiences. This demonstrates transparency and authenticity, which are essential in gaining consumer confidence.
Storytelling also offers a more personal touch in building trust. For example, the “About Us” page shares the company’s journey, values, and motivations, which can be a powerful tool to connect with clients. Your story should avoid boastfulness and focus on providing insights into the company’s purpose.
Clients are likelier to remain loyal when they feel the business is upfront and committed to their success. When trust exists, clients are more likely to stay understanding and cooperative, even when issues arise.
How Would You Attract a High-Quality Prospect?
Quality content is the backbone of digital marketing. It informs, educates, and engages clients through videos, blogs, and other informative materials. Real estate agents can build trust by understanding the audience’s perspective and their needs. Content that resonates with the audience makes the interaction feel personal and authentic, turning leads into long-term clients.
A short, engaging video can introduce potential clients to an agent’s personality and services, creating an emotional connection. This method fosters a sense of trust, as viewers feel they already know the agent before meeting them. Including videos within advertising funnels boosts its effectiveness, making it easier to convert leads into clients.
Maximizing your ROI
Relying on multiple lead sources ensures a consistent flow of potential clients. Organic platforms like SEO-driven websites, social media content, and local advertising often yield higher ROI than paid advertisements. However, paid ads on platforms like Zillow and Google still have a role in generating leads, especially for brokers or agents needing a high volume of calls.
Tracking where leads originate is essential. Whether a lead comes from a Google search, a referral, or a paid ad, knowing the source helps optimize future marketing efforts. The key is allocating resources to channels with proven returns. For example, increasing investment in the higher-performing channel makes sense if a $5,000 marketing campaign generates more leads than a $10,000 campaign.
Regularly reviewing marketing performance is also crucial for success. Realtors should assess which strategies bring the best results and adjust as needed. This involves funnel optimization, improving scripts, and continuously refining the approach to maximize effectiveness.
Building a sustainable marketing system takes time. Organic strategies, such as SEO, may require years to develop fully but yield substantial returns in the long term. Paid advertising offers quicker results but often comes with lower-quality leads. Combining the two approaches provides a balanced growth path, ensuring immediate and long-term success.
