词曲作者、雕塑家和营销人员有什么共同之处? 对罗比·英格利希来说，他们都是艺术.
“市场营销的艺术不适合胆小的人. Many REALTORS® do not understand what it takes to plan and implement a true marketing strategy,” says English, a Texas REALTORS® instructor whose courses include Real Estate Marketing Reboot.
English says REALTORS® who are successful at marketing are those who take the time to identify their target audience, 实施一个过程，制定一个计划, and follow it.
Stephen Etzel, a Texas REALTORS® instructor whose courses include GRI Marketing and REALTOR® Launch, says the biggest mistakes he sees REALTORS® make are not having a plan of action and goals. 在开始任何营销努力之前, 考虑五个重点:预算, audience, strategy, tracking, 你需要的资源.”
制定合理的预算
如果你没有战略性地考虑你的预算, 你会把时间浪费在回报较低的工作上. 艾米Smythe-Harris, a Texas REALTORS® instructor who teaches REALTOR® Launch and GRI Marketing, 说回顾你的营销活动很重要, business plan, and budget in tandem to determine where to best invest your money.
“刚刚挂牌出售的邮件, or geographic or economic farm areas may fit your business strategy, but make sure you are weighing the cost of producing and mailing them with being able to track the results,Smythe-Harris说. “社交媒体营销很受欢迎，但要做好研究! 它必须适合你的业务目标.”
Smythe-Harris also suggests knowing when it’s worth your budget to outsource certain tasks. “就像很多其他2021十大正规彩票app经纪人一样, you may not feel comfortable having someone else do things on your behalf. I have found it beneficial for my practice to outsource certain things that I could do but would take time away from prospecting or marketing.”
For instance, Etzel says he often sees REALTORS® try to save money by building their own website, 尤其是在它变得更容易做的时候. 他说:“网站不仅仅是外观。. “Hiring a professional to create and market your site could free up your time to focus on other tasks to generate income.”
了解你的受众
Etzel says it’s important to know your target market and understand the tools they use. 而直接邮寄可能在某些农场地区有效, you may need to create an online marketing campaign to reach an audience of those ages 24 to 40.
He also sees agents overlook opportunities to market to local consumers and emphasize their local knowledge. “全国营销确实有优势, but most consumers searching for a home want to work with an area specialist.”
Tina Wilcher, an instructor for courses including Communicating Your Worth to 买卖双方 and REALTOR® Launch, 说所有代理商都应该知道他们的价值主张, 或者他们能带来什么技能. “Things of value that agents offer to clients are knowledge of contracts, 了解市场情况, 访问属性, 最重要的是, 谈判技巧. Highlighting your skillsets that will exclusively benefit your target audience can help generate new business opportunities,” she says.
记录你的努力
“Tracking conversions is the best way to measure the success level of your marketing campaign,” says English. “虽然我们最初是想激发消费者的反应, once they have, 我们需要与客户建立信任关系, value, and enhance their ability to remember us above all other similar marketers.”
Etzel suggests asking those who call, email, or text you how they found you. 对于在线活动, Smythe-Harris recommends using social media trackers such as Twitter Counter, Facebook的分析, and Google Analytics to help you determine what type of content is most engaging to your followers.
不要忽视有用的东西
Many REALTORS® have found success using online tools to broaden their marketing reach. For instance, Etzel says he’s seen success when REALTORS® offer opportunities for consumers to be included in marketing efforts, 就像YouTube视频中的主角一样.
但威尔彻表示，尽管社交媒体营销已经飞速发展, 口碑营销仍然有其价值. “NAR research shows that many consumers find both their REALTOR® and property online. For this reason, many agents have given up on traditional word-of- mouth marketing,” says Wilcher. “However, I find that one of the most effective marketing strategies is personal referrals. People seem to have confidence and place trust in a REALTOR® who someone they know, like, 信任已经把他们引到了.”