When you think of the marketing that you do — all of it — you probably tend to compare yourself and your image and service to other local real estate professionals. “My newsletter is better.” “I have an email campaign that speaks to the needs of our local real estate market.” “I return phone calls practically instantly.”
The truth of the matter is that home sellers and home buyers are most likely not comparing you and your marketing to other real estate professionals in the area. They are comparing how professional, how useful, how relevant your services and marketing are to them compared to national brands that are totally unrelated to real estate.
They see shiny, glossy flyers in the mail from big box stores. Their email inbox is filled with graphically dense announcements from national retailers. Special offers abound in their text messages from stores of every type. They are comparing you to this mega-brands that have huge budgets (and a huge audience to pay for it.) They expect high-quality. They expect professionalism without a doubt.
How do you compete?
Ensure your marketing is the best that it can be. Enlist professionals to print your marketing materials. Hire editors (even if it’s a college student English major) to review your materials before they’re finalized. Never settle for “good enough” in anything you use to attract home buyers and sellers. Create your marketing to look polished and professional and that is the image you’ll portray.
Let us know how you ensure that your home selling and home buying audience stays tuned in to your message even when your marketing budget isn’t endless.