by Andy Coffaro
Attempting to get ahead of the competition is critical to the success of any business, but it’s especially true in the real estate industry. Competing agents, online services, and more are all vying for the same prospects and sizzling-hot leads you are.
That’s why it’s important to conduct an internal marketing audit to make sure you’re maximizing your efforts and return on investments.
What are some of the biggest issues you should be looking for?
We’re so glad you asked, because here are 5 real estate marketing no-no’s you simply must avoid and fix today before you miss out on more prospects and listings.
- Your website is a hot mess
Have you ever visited a confusing website so convoluted that you closed your tab in the blink of an eye? Well, that’s what your future clients are doing if your site is a mess.
A quality real estate website should make very clear who you are, the area you sell in, the clientele you serve, contact information, social media links, a newsletter signup form, and more.
It’s also important that the information is conveyed in an easy-to-read manner without all kinds of wild fonts and images. Keep it professional and make sure it’s a representation of you.
- Social stubbornness
Take a look at your social media properties right now. Are you:
- Leveraging all the top platforms like Facebook, Twitter, Instagram, Pinterest, and Snapchat?
- Making sure to post on a regular basis?
- Utilizing the 80/20 rule where 80% of your posts consist of insightful and helpful links and info whereas 20% is direct marketing?
- Making sure everything from contact info to messaging are the same on your social channels as they are on your website?
- Missing metrics
You can’t know if your marketing efforts are successful if you don’t measure. A few examples:
- Are you checking your CRM to look at your email newsletter open rates? How does that data inform your next newsletter and the one after that?
- If you’re running something like Facebook ads, pay attention to which ones are the most successful. Ride those like a rocket ship and ditch those that underperform.
- Did you install Google Analytics on your website? If so, where is traffic coming from? What pages on your site engage your prospects and which ones have them closing their browser with the quickness?
- You disappear
No matter what platform you use for marketing – from a blog to social media to old fashion flyers in the mail – you need to make sure your audience is hearing from you on a consistent basis. Otherwise, you’ll fail to stay top of mind and your prospects could wind up in the hands of the competition.
- Scared to fail
Don’t be so paralyzed by the fear of failure that you don’t take chances. Marketing isn’t always an exact science, so be prepared to test different strategies, evaluate, test, evaluate, test, and repeat until you maximize your ROI.
More marketing advice can be found on our featured Tip Of The Week Archive page.