The 4 Reasons Your Real Estate Marketing Campaigns Fail
Sometimes, even the most well-placed, high-budget marketing campaigns fall short of their targets. When a real estate agent puts their heart and soul into a marketing sprint — and puts their wallet on the line — only for nothing to come of it, it can be disheartening, and they can slink back to those old school, tried-and-true, low-value marketing strategies that every agent uses. Jumping back into new marketing strategies, or hiring a marketing partner, can then become worrying, because the agent has been burned before. Understanding what causes real estate marketing campaigns to fall short is the first step towards improving them, thus setting yourself apart from the crowd and drawing in those hot leads. Here’s the four biggest downfalls we’ve seen from agents’ marketing campaigns.
Standing out from the crowd isn’t easy, but it is necessary if you want to be successful in real estate. It’s comfortable to be average in this industry — you don’t need to put in much effort, and you still get an okay return. But if you’re just doing the same thing as every other agent, that’s all you will be to your prospects: another agent.
Flexing your creative muscles with your branding, content, and workflows can be the difference between landing a lead every now and then, and having consistent referrals and returning clients that know and love your brand and the value you bring.
You can spend thousands hiring the best videographers, graphic designers, web developers, and copywriters in the industry to craft a stunning campaign. But if it’s just a once-off campaign, it can create a little pop in leads at best. It won’t sustain long-term success for your business.
This is where contracting with a marketing agency can be beneficial. You may not be getting the best-of-the-best freelancers, but you’ll be getting a team who knows your brand and what you offer to clients now, as well as help with growing that audience naturally. And, they’ll be able to build results consistently, with steady growth over time that requires less direct input from you.
Automation Is A Crutch
Lots of agents have clued into the modern innovations in digital automation, where their social media posting, emailing, and appointment schedules are all handled automatically. It’s obviously enticing: automation saves time, money, and effort, what more could you want?
But we also see a lot of agents taking automation a step too far with their copywriting, video editing, and advertising campaign creation. Automation is amazing at some things, but also can’t replicate the human touch everywhere. Let it take care of the scheduling and posting, but take the time to do by yourself what the computer can’t: talk into the camera, write what your audience wants to hear, and design creative and innovative campaigns that set you apart.
The number one question that sales and marketing teams get from their real estate clients is “How long does it take to get an ROI?”. If you find yourself thinking the same thing in your meetings with marketing teams, consider it a red flag. Marketing, sadly, is not magic. If you email out your newest listing and get no responses, it doesn’t mean the marketing isn’t working. If you run a great campaign and the property doesn’t sell, it doesn’t mean the marketing isn’t working.
Your expectations as an agent for each piece of marketing need to be fluid, and adapt to what is being marketed. If your intuition is telling you that a house is going to be a tough sell, it’s probably right, and the marketing is going to reflect that. See these moments as another opportunity to try something creative and out-of-the-box that can draw in those cold prospects, rather than falling back on what’s worked before.
Real estate is a saturated industry, making it hard to stand out from the crowd and grow your business. Marketing is one of the best ways to do that, but there are a few pitfalls that are easy to get trapped in. Take a look at what you’ve been doing so far: has it helped you grow? Is it distinct from your competitors? Are you bringing value, personality, and results to your clients? And remember: even if you’re not, that’s a valuable lesson that you can turn into an opportunity.
If you need to take time away from some of the busywork of building and scheduling your social media to work on the bigger things, Properti can take care of it. If you’re interested, reach out through our form below.