Real Estate Agents are bad at advertising… Which is ironic because one of our biggest jobs is to market and sell homes.
“Call me with all your real estate needs.”
I’ll explain what I mean, but I want to share something I’ve learned over the last few years.
There is a huge difference between marketing and advertising.
Most real estate agents do a good job at letting people know that they are an agent. Usually done with ‘Just Listed’ and ‘Just Sold’ posts. This would fall under the marketing umbrella, but it’s not selling. The idea is that your audience will see that you’re selling homes and build trust in you.
This is good to let your audience know that you’re doing business, and it will lead to sales. But why not level this up to do more sales?
To explain advertising as simply as possible, it is offering your services. The closest thing to advertising most agents will say is “Call me with all your real estate needs.”
Here is a very real example:
There are brokerages all over that advertise “join our brokerage or team.” They’ll post it everywhere and let people know that they’re hiring.
Headline = Join our Team or Brokerage
Sub-headline: We are #1 in (whatever metric makes us #1)
Call to Action (CTA): Call us today!
Great, now we know that they’re hiring more real estate agents. Some people will reach out, but not a lot.
Here is another example. See if you can spot the difference:
Headline = Focus on what you do best. Selling.
Sub-Headline: Spend more of your time in front of clients. Let our team handle everything else.
Call to Action (CTA): Visit JoinOnyxHomes.com
Did you see the difference?
95% of brokerages will run the first advertisement and wonder why so few people call. 5% of brokerages will take the extra time to make a real offer (advertisement).
Let’s give an example of something you can use in your business this week.
House of the Week
Goal: Visitors to your website
This will be a simple post you can make on all platforms; you could even run this as an ad.
Step 1 – Go to your home search website (I hope you have one). If you don’t, you can use ours (SoCalHomesForSale.com).
- Don’t use Zillow, Redfin or Realtor.com unless you want to generate more leads for me 🙂
Step 2 – Pick a house that jumps out to you. (Bonus points if it’s in an area or price range you want to do business in)
Step 3 – Write a story about why you picked that home for “house of the week.” Leave out the significant information about the house (beds, baths, PRICE).
Step 4 – Post to all platforms you use. People will like, comment, ask questions. All the things you want them doing. All the things they’re NOT doing on a ‘Just Listed’ post.
Pro-tip: Give this a fun name that goes along with your brand. Do this weekly, and be consistent. Example: Townhome Tuesday, Mansion Monday, San Clemente Stunner Sunday, etc.
Pro-tip #2: Anytime you’re writing, go to Hemingwayapp.com (where I’m writing this now). It will tell you which sentences are the hardest to read and give you a readability score. This is currently written at a 3rd-grade reading level, which is the goal.
Put this in place in your business this week! It shouldn’t take you (or your assistant) more than 30 minutes per week.
I’d be happy to chat about a strategy you want to use or help if you feel stuck.
Let me know what the results are!
PS – Please stop posting “call me with all your real estate needs”. Be more specific. Value, Value, Value, CTA
PPS – If you’re an agent in OC and you’re not happy with how you’re ending 2023, you’re not alone. There are a lot of agents that aren’t getting the support, training, or opportunities (leads). You owe it to yourself to crush 2024. If you want to learn more about how we’re selling more homes now than in 2021, visit JoinOnyxHomes.com.
