Tag Archives: real estate marketing strategies

It’s All In The Attitude – The Power of Positive Energy

“Commit to CANI! – Constant And Never-ending Improvement.” – Tony Robbins

If you ask any expert, there are a range of elements that must be present for a business to succeed, whether you are a real estate broker, CEO of a Fortune 500 company, or just starting out on a new venture. Some of these are easy to think of:

Others are more industry-specific. But don’t forget the driving force that brings these elements together–the glue of any growing business–which is positive energy and a can-do attitude.

What Is Positive Energy?

It may sound like something right out of an alternative lifestyle book, but it simply means having the right attitude. When you see nothing as an obstacle, but rather challenges to be overcome, you become that positive force that drives your brokerage forward. Think of leadership as a responsibility to inspire, not just give commands. This mental shift will affect everyone in your brokerage including:

  • Yourself
  • Your team
  • Your vendors and partners and those you touch
  • Ultimately, your clients

A positive, energetic attitude has that same effect on anyone you meet, drawing their most positive selves to the forefront. With a brokerage team aligned with your vision and this kind of positive mindset, there is very little you can’t accomplish.

Most successful business owners use this “can do” approach towards their professional goals, allowing them to achieve maximum effectiveness and results in the delivery of their products and services. Even if you’re more of an Eeyore than a Tigger, you can learn just a few behaviors that will make a big difference at the office and in all your interactions.

How Does Positive Energy Influence the Workplace?

An attitude shift is not about being unrealistic or seeing the world through rose-tinted glasses. It’s about creating a culture where achievements, success, innovation, and improvement CAN happen and are celebrated. The interesting thing is that studies have shown that simply by achieving this mindset, business owners receive the following benefits:

  • Improved problem solving: Solving issues and developing creative solutions is key to having an agile, competitive business – especially when you’re in an industry as competitive as real estate. Positive thinkers have been shown to have a greater ability to absorb new information, leading to a more rounded perspective and better-informed decision-making.
  • Improved resilience: This is the ability to bounce back after a failure or setback– something every business owner must deal with. No matter how careful you are, you won’t avoid every challenging, frustrating situation on the path to growth. Instead it’s learning not to take every problem as a blow. It’s learning to see every problem as opportunity to learn, improve or build better relationships.
  • Builds energy and enthusiasm: Real estate agents and brokers work at the top of their game when they’re feeling engaged, driven and competitive – a mindset that is encouraged by having a positive workplace culture. Not only will employees work harder to achieve their own personal career goals, but will actively engage with the big-picture business goals.

This is especially important for brokerages with a less experienced team. With a leader setting the standard for positivity and creating a safe work environment where it’s ok to fail once in a while, your team will strive to accomplish goals more effectively, regardless of their formal experience.

  • Removes the influence of negative energy: Many of us have been part of a workplace with bad energy. In these workplaces employees lack a team focus and often lack respect for leadership.  Attitude filters from the top down and consistent positive energy from leaders builds trust and respect. It can transform an office and its employees into a place of enthusiasm and willingness, focused on how to grow, thrive and succeed.  It also makes people with negative attitudes stand out, making it obvious that their behavior doesn’t fit in.

Increase Your Can-Do Attitude, Increase Your Results

As a successful broker, you’ve already learned how to keep your team happy. But why not kick it up a notch? You don’t have to start dancing down the aisles, but many times it’s small things like choosing to coach, instead of criticize. Celebrate the positive, can-do attitude of others on your team. At Weichert Franchise, developing positive team dynamics is a cornerstone of our philosophy and an attribute of our most successful brokers.

For more information on how Weichert Franchising can be a positive force in your business, visit https://www.weichertfranchise.com/.


How to Use Experiential Marketing In Real Estate

Experiential Marketing

Maybe you’ve heard of it and maybe you haven’t, but one of the latest buzz phrases in marketing is “experiential marketing”.  As the name suggests, experiential marketing is all about taking that face-to-face approach to the next level. This is done through the transformation of common events into standout experiences, which are then shareable on social media. So how can real estate brokers and agents use this to grow and market their business to a new generation of customers?

We’re all familiar with traditional marketing approaches like open houses or door knocking. These approaches are indeed personal and generate contact directly between you and potential prospects. Experiential marketing, however, takes that further by establishing more shareable experiences and more personal connections around your brokerage and your agents. In this way, people have an opportunity to get to know you and your brand in a less-salesy, more personal way. In the words of our founder Jim Weichert, “people buy you, before your products or services.”

For brokers and agents committed to a long-term career, experiential marketing can deliver both short and long-term results. Here’s a few ideas to get you started.

Creating Experiences for Your Clients & Partners

Almost any event you have sponsored in the past, such as an open house or seminar, can be upgraded to an experiential marketing event with a little extra work and thought. The experience you provide will vary, but the key is to make it fun, memorable, and shareable. Some events may not be tied to a specific home sale, but bringing visibility to your brand creates the opportunity for outreach in the future.

Educational Events

Most brokers have hosted educational events that allow you to showcase your real estate expertise in a more personal way than a blog post or postcard. Common events include first-time homebuyer classes, staging classes, and real estate investing classes. One way to make these events more experiential is to host them in more interesting places, like a local wine bar, or microbrewery, at an art gallery, or even inside a home you have listed. The key is to present a complete experience around the training, that is compelling enough to merit posting and sharing on social media. When creating these events, cost and creativity are your only limitations, but three words that help set the tone are: fun, food, and photo ops.

Events with Hyperlocal Focus

Events that allow you to mingle with local prospects and clients while indulging in local business are powerful for networking and making a positive impression. Some examples of hyperlocal events could include historic walking tours of your area, wine tasting tours, and “best of” restaurant tours. Organize a cleanup day at a local park and invite parents and kids. Rent an ice cream or food truck to coincide with a group door knocking event. Choose something you’re passionate about and that you feel your community will enjoy. Encourage people to take pictures and share their experiences on social media to get the maximum value out of your efforts.

Partner with Other Local Influencers

A way to host more compelling events and keep costs down is to partner with other local influencers or businesses. Host an event at the local animal shelter or pet adoption agency. If you’re marketing a 3 bedroom ranch in a family area, consider throwing a barbecue or partner with a local restaurant to cater an event for a local charity. An event catered by a beloved local hot dog shack will have just as much pull (maybe more) as a 4-star restaurant and give a sense of fun to the entire gathering. Or turn the tables and let your office be the host for a wine tasting, exhibit for local artists or holiday event like a pumpkin giveaway or trunk or treat.

Document the Journey as well as the Event

Don’t view the planning, brainstorming, and even the headaches of setting up your experience as things to hide. Instead use these as opportunities for photo ops to create content that will give you more mileage out of your event, such as pictures of the team setting up or your planning meetings. This way you can get a dozen or more pieces of content to publish across multiple channels for weeks, instead of just a single Instagram story published on the day of the event.

Remember that one of the key goals of experiential marketing is its ability to leverage the connections of all those involved by getting them to share on social media. Encourage all manner of photographs and selfies at your event and encourage attendees to post.

Staying Connected Online, Compliments the Experience

While these experiences and events are an opportunity for you to connect more deeply with your network offline, your social media strategy can enhance these connections even further. Post consistently in the lead-up to the event to build anticipation and use the phone and email to increase touch points as much as possible. At the event, have someone create content like live feeds and video that can be used later as well. Make sure your team will respond promptly to every comment and interaction on their social profiles.

It turns out that experiential marketing leverages some of the things that real estate professionals do best: being friendly and being organized.

Experiential marketing ties directly into the Weichert philosophy of the personal connection in real estate as first practiced by founder Jim Weichert, handing out business cards twice a day in a Chatham, NJ train station.

But the experience we most often create at Weichert, is one of success.

For more information on becoming a Weichert franchise, visit www.weichertfranchise.com.

Effectively Working The Lead Funnel In Real Estate

In the world of real estate lead generation, there is no magic bullet. Brokers know that having a healthy lead funnel is all about leveraging many different channels, online and offline mediums, and both traditional and cutting-edge, digital methods. To do this effectively it helps to have a system that allows you to oversee lead generation activity both at the brokerage and the agent level and to help your agents assemble a variety prospecting activities at all stages, so they are not simply waiting for the phone to ring. Here are some tactics to consider from the experts at Weichert franchising.

Inbound Vs. Outbound

While both inbound and outbound marketing can be extremely effective, it is important to understand the difference between the two and how they are best implemented. It’s also important to have a good mix to reach consumers at various points of their journey.

Inbound marketing tactics like online advertising, search engine optimization, social promotion and social advertising, real estate websites and content marketing and newsletters are all designed to get in front of prospects and help them find their way to you when they are ready to make a move.

By contrast, outbound marketing tactics are those you use to actively go out and find prospects. Examples are direct mailers, door knocking and door hangers, phone calls, email campaigns and open houses.

It’s important to encourage your agents to employ a mixture of both and arm them with a mix tools and resources to reach leads in all parts of the sales funnel. This will help them keep their pipeline full. Weichert for instance, gives its brokerages access to a technology package that includes an advanced real estate CRM and a suite of professionally designed and branded marketing templates for all kinds of outreach – direct mail, door knocking, social media and more. Offering an online marketing center to your agents to be able to customize these materials will save them the time of trying to create them on their own. That’s time they can be spending on lead contact and closing deals. Weichert also offers coaching and tips for social media, creating content, provides a full open house system and has a variety of vendor partnerships to support any of their inbound marketing needs.

In order to maximize your marketing ROI, be sure that you educate your team and coach them on their activity using inbound and outbound marketing tactics. Encourage them to implement the best of both with regularity and efficiency.

How To Create Diversity In Your Funnels

At this point, you probably already have a few marketing campaigns working for you. One of the easiest ways to ensure diversity within your funnels is to identify whether you are currently focused on inbound or outbound methods. If you are too heavily weighted in one area, consider adding more of the opposite style to your approach. For example, if you are primarily generating leads by sending direct-mail postcards and cold-calling, you may want to consider starting a real estate blog or podcast where you share valuable advice with the community about the community and promote it heavily on your social channels. If you are only advertising online, start looking into other ways that you can build relationships with leads offline like charity work or sponsorship. Both agents and brokers need to be visibly present in the life of the community and not shy away from talking on social media about it.

The Value Of Proven Methods

If you are like most brokers, helping your agents strike the perfect balance between inbound and outbound marketing to create diversity within an overall marketing strategy can be a challenge. When you partner with a franchisor, like Weichert, you plug into proven systems already in place to support a variety of marketing tactics and can offer your agents polished professional tools ready to go to save both of you the time it would take to create on your own. The value of a proven system like Weichert is that it can help you implement activities in your brokerage that work, avoid time-wasting experiments and make the regular execution of sales activities much more effective and efficient to lead to a greater level of results.

For more information about how Weichert helps you develop your multi-channel inbound marketing funnels, read more about our Weichert Lead Network or go to https://weichertfranchising.com


Understanding The Difference between Facebook And Instagram For Real Estate Marketing

Real Estate Marketing Tools

Social media has taken over marketing in recent years, with 69 percent of the public using social media of some sort. You may do all your brokerage’s social networking or elect to turn that over to a marketing specialist. Whatever you choose, it’s imperative that you understand the demographics of each social platform to wisely spend your marketing time and money, while carefully branding your brokerage.

Facebook has emerged over the last 13 years as a powerhouse among the social networking platforms. According to Pew Research Center’s Social Media Fact Sheet, 68 percent of adults in the United States use Facebook. Facebook acquired Instagram—a newer social site—in 2012. Its use is becoming more popular at 28 percent of U.S. adults and amassing over 800,000 users to date, trailing far behind but still second to Facebook. Part of Instagram’s growing popularity is the ease of post and paid ad sharing between the two sites.

Facebook Friends 

Facebook may already be central to your marketing plan for its wide range of demographics and the sharing of all types of media—photos, messages and video—across desktop, mobile and tablet formats. Its use is split almost evenly between males and females.

Many view it as a networking forum for older adults, but that’s not a well-rounded picture of this versatile site. While Facebook does attract a larger share of the over 49 crowd than other social sites, Pew Research Center’s data indicates that ages 18-29 are big Facebook users (88 percent) with those ages 30-49 close behind in usage (79 percent).

Content should be engaging in more than one way, so create a mix of videos, images, information and calls to action that elicit user interaction to get followers. A little tasteful fun goes a long way on Facebook.

Instagram Images 

Facebook purchased Instagram back in 2012, and it has retained most of its unique nature. Both social sites share photos, videos and messages, but Instagram features images first and foremost, allowing the user to add numerous digital filters, as well as use image hashtags and geotags. You can create your own hashtags for events, open houses and more to gain traction. Since December 2017, users can follow hashtags, so your image hashtags need to be relevant, retain your style, and be interesting to grow your followers. Instagram’s newest rollout—Stories—is a Snapchat-like feature that is quickly growing in popularity.

Instagram is primarily intended for use on-the-go with a smartphone, appealing to younger users. In fact, Instagram’s core users are ages 18-29 (59 percent) with a higher percentage of women of any age favoring the site. Ages 30-49 make up 33 percent proving this network is a haven for those ages 49 and younger.

As a real estate broker, structure your Instagram posts around interior design, as that is a favorite topic on this platform. Has a local or national celebrity viewed a listing or sold a home using your brokerage? Snap a photo and post it (with permission), as celebrity and entertainment posts are hot. Visual consistency and imagination go a long way toward building your Instagram following.

Stand-Out Instagram Marketing 

Instagram is all about the aesthetics. To leverage marketing on Instagram that plays to your brand and brings in sellers and buyers, it helps to study a few real estate accounts of those who are rocking it in the world of Instagram marketing.

Here are some tips to help individualize your brokerage on the Instagram platform:

  • Display great images—it’s all about consistently branded visuals
  • Create branded hashtags
  • Add multiple hashtags—some of the top posts use 10 or more hashtags
  • Use images with your contact information/logo
  • Post strictly listings or add a few photos of the team and/or clients for a more personalized appeal

Play Off Each Other 

Instagram is a logical choice to add to your marketing arsenal to attract more of the on-the-go Millennial masses and even some older groups. As they play off each other, using Facebook and Instagram together equals a robust social sales strategy.

At the end of the day, a consistent approach to social media usage is just one part of your marketing and sales strategy. At Weichert, we have the systems that can help you pull it all together. Contact us at 877-533-9007 to learn more or go to weichertfranchise.com.