What if I told you there was one common thread between all the real estate agents we’ve worked with nationwide that sets them apart from the rest and gives them better results year-over-year than the others?
I’m here to tell you, there is literally one common thread. When I tell you this, you’re going to be tempted to quit reading because it sounds like common sense.
However, rest assured that if everyone did this, including you, you wouldn’t be reading this article, would you?
That one thread is marketing in the off-season. I know and I agree, it seems trivial, but it’s true!
Year after year we have discussions with real estate agents around the United States who are super excited to market during their peak season. They know there is a need and they pour a large budget into “lead generating efforts” and then between the months of March and September, they do their thing, sell the homes, and then turn off all or most efforts by October 1.
We see it all the time, and it pains us so. Not because we just love marketing and want you to spend every available dollar with us (although that would be lovely and we could work magic), but because when you do this, it’s quite literally creating a break in the chain.
If you learn nothing else from this article, learn that there are specific efforts that are made for slower seasons to help you build up and create resources that make your marketing more efficient. Check out these three things below you can consider this winter to make your spring even better than before!
1. Building Brand Awareness
During the off-season, you need frequency, especially as a real estate agent.
A common marketing principle is the Rule of 7, which means that consumers need to be exposed to your business at least seven times before they start to take action.
Reaching people at every stage of the customer buying journey is essential, and focusing on your brand awareness during the off-season can help get new people into the marketing funnel.
When the peak season comes back around, you already have people working their way down the funnel to make a conversion, which puts you ahead of your competition.
You can also take the time during the off-season to educate your audience and position yourself as a real estate expert. You can do this by posting on social media and writing blogs!
Off-season marketing is fairly inexpensive, too! You can also check out our blog for other free and easy ways to advertise your business.
2. Educating Potential Buyers and Sellers
Buying or selling a home can be a stressful process, so people like to work with a real estate agent they trust.
Whether you’re a brand-new agent or have been in the game for years, you probably have something to teach your community about staging a home for sale, decorating a new space or what you should do prior to putting your house on the market.
If you can teach people that you’re an expert with information they can use and is relevant, they’re more likely to trust you as an expert and come to you when they’re ready to buy and sell during the peak season!
Posting on social media, hosting a workshop and sending emails to your contacts are all great tools to educate your audience and position yourself as an expert.
3. Email List Building
If Facebook or Instagram breaks down tomorrow, would you have any way to reach out to the people who follow you or that you’ve connected with? Probably not.
Growing your email list is the best way to stay connected and offer value over time. Try to find creative ways to get names and email addresses.
You can utilize paid advertising to get consumers to sign up to learn more about what you can offer them as a real estate agent and you can also host events to get to know your community.
People start thinking about selling or buying months before they even speak with a real estate agent, so the sooner you can become part of that research and conversation, the more likely you are to be that person’s agent!
Final Thoughts
Although these three tactics aren’t lead generating right away, they will give you more options for lead generation in the peak season!
The key is that these three things are assets you need to build up and can’t just buy to be effective.
The real estate agents that invest in these three types of marketing are the ones that get the most bang for their buck in the peak season and have the most loyal and happy clients.
When you invest in yourself, clients are more likely to invest in you, too!