Are you ready to be a neighbourhood expert?
Becoming the go-to real estate agent in your area takes commitment and some smart marketing moves. We take a look at how you can do this with a few tips and tricks.
The power of the brand
Work on your personal brand - not just as a real estate agent but also as a part of the community. Share events or sponsorships that you are a part of. Not only will it get your name out there, you will also develop a brand as a neighbourhood expert.
All of your marketing and communication will be branded a certain way to help your target audience distinguish you from your competitors. A solid brand will help you establish memorability and keep you at the front of your target audience’s mind. That is, a brand is your presence. And a good place to start is by having the following: logo, professional photography, a color palette, messaging and a certain style.
A WRITTEN marketing strategy
You might think you have it all mapped out, but if it’s in your head, it is quite possible that you are lacking accountability. You’ve likely heard the quote from Jeff Richards: “Creative without strategy is called art. Creative with strategy is called advertising.” You can have the most amazing marketing materials, but if there is no long-term strategy you won’t own the neighbourhood.
The neighbourhood stats
You may have done your due diligence but you need to know everything about the area. This means knowing all about the style of the homes and their average value, the history of the neighbourhood, the schools in the area, the demographics, community activities, etc. Make sure you keep abreast of everything that is happening in that neighborhood, as well as in the surrounding area.
Are you familiar with the competition?
It is a very good idea to find out which other real estate agents are active in the community. A quick search on Google will be a good start. If you live in the neighbourhood, you’ll benefit from seeing any direct mail they are sending.You’ll have to keep your eye out for their online presence and local publications.
Does your website discuss the neighbourhood?
Once you understand the competition and because you are an expert in the neighborhood, you’ll know exactly what messages you’d like to convey to those looking to sell their home, and those looking to buy a home. The area page on your real estate website should contain keywords that people are searching, but should also have information on the available listings, community info, and some statistics. You can even have a spot for people to leave an email address and get regular emailed updates.
Online communities offer a great way to get an insight into the neighbourhood’s residents. Facebook groups are a great place to start, perform some research online and find out where the residents are hanging out. Just make sure that you aren't using the groups to sell your services, but instead to make a genuine connection with people in the community. It is important that you establish yourself as a friendly neighbourhood expert, who truly wants to help, versus a sales person. When creating online accounts, make sure they are consistently branded, which will help your target identify you quickly.
Are the materials promoting you in the neighborhood?
You may want to have brochures readily available that you can leave at houses within the neighbourhood. Make sure you are well stocked with business cards and brochures, at the minimum. Promotional materials are also great tools if there is room in your budget.