By Craig Middleton
Public relations and marketing are vital strategies for every business, including real estate. While a building may be able to market itself through qualities such as uniqueness or utility, it’s your responsibility to entice people to use your real estate agent to purchase a building. Here are six great real estate PR tips.
1. Focus on Creating Quality Content
Without quality content, your marketing will be empty. Your content needs to be able to reach your audience and pique their interest without offering unrealistic promises. Be engaging, but also make sure you’re being factual and talking to your audience at their level. After you figure out your audience, the first thing you should do is determine where to focus your marketing efforts, for example, on social media or in print ads. Then, decide whether to cast a wide net, focus on direct, personalized calls to action, or utilize a mix of both. Remember that short, punchy, informative content can generate more interest than overly-flowery content can.
2. Pinpoint Your Target Audience
The first step you should take when working on public relations and marketing is to identify your target audience. Current marketing trends call for pinpointing potential customers in order to maximize impact and feedback, rather than casting a wide net. The former is much more cost-effective and precise than the latter. This is particularly important in real estate, where you are most likely to find your target audience within your geographic reach. You can conduct market research to understand your most compatible demographics and determine market segmentation from there.
3. Establish an Internet Presence
It’s nearly impossible to create any kind of buzz without establishing an internet presence. A website and various social media pages can give you a big boost in visibility online, as well as providing your target audience with multiple ways to contact you and provide feedback. A highly visible internet presence can do much of the marketing for you, especially if you make sure you regularly interact with your existing customers and interested potential customers.
4. Utilize Customer Relationship Management (CRM) Software
CRMs are incredibly handy tools for businesses to track and analyze customer information and interactions. Not only can you use these software solutions to schedule appointments, create, track and filter leads and plan out routes, but you can analyze customer data in order to gain insight into customer trends and needs. Once you do this, you can use your data and insights to develop new marketing campaigns that target those needs or are personalized to certain likely customers. For a more cost-effective option, there are options on the market such as a free real estate CRM.
Free software options can be just as effective as ones you purchase or subscribe to.
5. Monitor Competitors
This is an especially effective tactic if you’re based in an area with your competitors nearby. In a case such as that, you’ll likely be competing for the same audience and demographics. You should check what your competitors are doing in terms of internet chatter, marketing campaigns and rent or purchase specials being offered. Once you do that, you can figure out where your business stands in comparison and what you can do to stand out or stay abreast of emerging trends.
6. Budget Appropriately
Don’t forget to factor your marketing expenses into your budget. You need to establish realistic expectations for your marketing strategy in all aspects, including spending, or else you may overshoot your available resources. Once you understand the marketing strategy you’re going to utilize, you can research the budgetary breakdown and determine what funding you’ll need to allocate. For example, you’ll likely spend more money on printed advertising than on social media posts, due to the different natures of those types of media. So, if you’re planning to market mainly digitally, you’ll likely need to allocate less money for that advertising than if you planned to market via physical media.
PR is an essential aspect of real estate. Properly representing and marketing your business can aid you in navigating real estate trends and catch the eyes of potential customers.
Craig has worked in health, real estate, and HR businesses for most of his professional career. He graduated from the University of California – Berkeley with a bachelor’s degree in Marketing. When he’s not creating content or advising clients, he enjoys hiking and traveling with his wife.