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Despite the convenience and ubiquitousness of online lead generation and promotions, real estate marketing in some areas is still heavily dependent on old school systems like catalogs and flyers.
Contrary to popular belief, cold calls and print outs are not the only offline strategies you can resort to when you opt-out of online marketing.
The best offline marketing strategies vary from business to business, although, there are some key features that have proven to be successful for many. Offline marketing can be a cost-effective method to increase leads, especially when competing in a competitive market.
While some of the best common practices of offline marketing involve direct mail, creative advertising, and word-of-mouth marketing, here are some guaranteed strategies to improve offline marketing –
5 best offline marketing strategies and their implications for agents and brokers
#1. Build a Strong Local Network
Networking is especially vital to the success of new agents.
A lot of folks out there trust experienced agents and you cannot simply walk up to someone and sell a property. A strong network can help you generate qualified leads.
You can build your network online through:
- Joining association meetings
- Take part in all social events like parades, fairs, exhibitions, etc.
- Join meetings and sessions with important people in your local community
- Volunteer in social programs
- Charity events
Apart from these, here are two great ways to build your local network –
- Networking
Connect with industry professionals and potential mentors by joining your state or local governing body such as the National Association of REALTORS (NAR). Become affiliated with the chamber of commerce, exclusive realtor association, and other organizations that improve your professional growth.
In addition, join meet-up groups, local and social business associations, and volunteer with local charities.
Hand out vCard QR Codes at the local events so it’s easy for your peers and mentors to save your business information without the added hassle of losing it.
Related: How to create a free QR Code for your business
- Reputation marketing
Make a name for yourself as an expert with the local media source or pitch a column to a local newspaper or magazine. Try being featured in the paper or local TV broadcast or radio/podcast to help establish yourself as an expert in the area.
You can include a QR Code in the print media so customers can scan it to visit your website or even give a missed call to qualify themselves as a potential customer.
#2. Create a Solid Referral System
Referrals are basically the strongest lead-generation tools for real estate agents to possess. NAR recently stated that agents believe they receive over 89% of their leads from referrals. If you are working locally, referrals can help you in many ways. To build a strong system of referrals, you can:
- Offer split fees for any referral
- Cooperate with other agents and negotiate split commission
- Offer a service or discount to clients for referrals
- Offer past clients a commission if they recommend you to their network of friends or family
- Set up a referral agreement with local movers, home-improvement consultants, and landscapers as an extra incentive for past clients
And most importantly, do your best with your first clients so their satisfaction becomes your ultimate source of referrals. Additionally, you can learn from online businesses using referral programs. For example, for more inspiration, check out Cloudways’ WordPress hosting affiliate program.
#3. Offer Free Education
A successful branding and awareness campaign can include offering knowledge and information about real estate for free.
Homebuyers spend weeks, even months, researching before they select their real estate agent to buy that perfect property. Customer interview software can help you better understand your customers. It is vital that you set yourself apart by reaching out to your customers and providing valuable content that helps them in their buying or selling journey.
Education content helps build trust and establishes you as an expert in your local area.
Here are some ideas –
- Local tours of neighborhoods where you offer listings
- Start a real estate blog and build subscribers. Write a weekly article that is at least 1500 words focused on local stories of interest, new trends, and even technology in the real estate market. You can take the help of writing apps to help you edit, write, and easily create your style guide.
- Publish a 50-page branded handbook for homebuyers. Make it available as a lead magnet for free and include your own strategies for selling and buying properties
- Offer free educational courses at colleges or schools
- Provide educational material such as brochures and books for clients when you do open house showings
- Start a podcast or a YouTube channel and interview local business owners each week or month. Showcase their products or expertise in a short video and share it on social media
- Host an AMA (Ask Me Anything) once a month with reputed real estate agents on social media
#4. (re)Try SMS Marketing
Text messaging might sound irrelevant to so many, given the prevalence of online instant messaging.
However, the online nature of those services and the fact that they are so overcrowded with personal and professional messages, SMS can still be used as an effective means of promotion.
Local real estate agents are still using SMS marketing for the following reasons:
- They can access a limited but accurate target audience
- They are less likely to get spammed or lost in a large pool of messages
- It is comparatively cost-effective than an online service
Tools like Realtyna offer SMS marketing add-on for its website builder WPL. Using this tool, you can integrate SMS marketing as part of your customer relationship management.
Additionally, as one of the offline real estate marketing channels, SMSes help you build an email list. Send out SMSes to your prospective customers with freebies, or include a Google form to get their details.
If your agency has its own app, use SMS marketing as a tool for push notifications via beacons or a geofence. Sending out relevant push notifications to your subscribers will capture their attention instantly and increases customer lifetime engagement.
#5. Focus on Cold Listings
Cold listings can be a source of hot leads. Realtors who strategically target these listings are rewarded for their efforts. There are many listings that a real estate agent can look up, add to their existing listings, and follow them.
For instance, follow up on “For Sale by Owner” listings which can be a great source of leads. If you are cold calling the leads, you can use business VoIP service. It will ensure that your conversations with leads are secure and cost-effective. Reach out to understand their needs, offer to help them meet their goals, and provide assistance if required. Such listings can be easily found in local newspapers, Craiglist, and real estate sites.
In addition, provide tips and assistance to show that you actually care about the seller and are willing to invest in a meaningful relationship with them and not just to list their home. Be sure to follow up to keep the seller engaged and your business on top of your mind.
Explore the neighborhood or your focus area and find listings that have passed their marketability data and owners are still unable to sell.
Call them or set a meeting in person and offer some solutions to sell their property. Cold listings have proved to be beneficial for those agents who patiently work on them.
Why Should You Choose Offline Marketing for Real Estate?
The main issue with having a sole focus on online marketing is that the market is saturated.
Despite the rise of online marketing, traditional offline marketing remains effective for real estate agents seeking to generate more leads and boost overall profits. Online marketing strategies are often understudied and overrated. Oftentimes, a lot of time and money is wasted targeting the wrong people.
Finding the right mix by complementing online channels in conjunction with offline channels, realtors can create a robust marketing strategy and will lead to the best results in the long term.
The Future of Real Estate Marketing
Marketing is a crucial part of any real estate investing strategy with the potential to help investors amplify lead generation and brand awareness. When it comes to targeted strategies, it is best to combine online and offline marketing strategies to ensure your efforts reach a variety of audiences.
A commonly overlooked approach is the use of QR codes in real estate marketing.
QR codes are fascinating and simple tools to link your offline strategies into your online CRM or other marketing management system. You can easily embed them on your prints or other products all along offline marketing strategies mentioned in the article.
Amir is a content developer at Realtyna, which is an online provider of real estate website solutions.
