No real estate agent can be everything to everyone. There is an old saying in the sales and marketing arena: spray and pray. That is when you spray everyone you can with your marketing efforts and pray a few people respond. Does that sound like an effective marketing plan?
The best way to get a higher response when designing your real estate marketing material is to target them to a particular audience. Think about it...what is important to an FSBO prospect may not be critical to a person selling their condo. If you can speak the language of your target market, then you are almost there.
Don't forget when a prospect receives a real estate postcard, letter or visits your website they are thinking "What's in it for me?" You have to deliver on this thought with content that is relevant to that particular prospect. A buyer and seller will have very different desires regarding their realtor experience. You must speak directly to them or risk that they will go to someone else.
Don't take my word for it, other giants in real estate marketing are preaching the same thing. Michael Russer, aka Mr. Internet, is one of the top gurus of real estate marketing. He states that the major benefits of niche real estate marketing are:
- Eliminating 98% of your competition: those who have not chosen to specialize
-Saving real estate marketing dollars by sending out less letters and postcards but getting as good as or better of a response rate.
You can get started right away by redesigning your website to focus on your niche. Grab the attention and trust of your visitors. In fact, your niche market will be able to find you a lot faster if you have a website targeted to them. Then, you should redesign your marketing materials to speak to your target market. A qualified copywriter should be able to write the real estate marketing content so your response rate increases.
Boost your business today by selecting your niche!
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Evy Schwartz is an expert at copywriting, marketing and lead management for realtors. She owns ELS Virtual Solutions, a company that helps realtors grow their business and gain success. You can find more informations at http://elsvirtualsolutions.com
