There is no such thing as the perfect marketing campaign. That’s true in any industry. If there were a formula, someone would have found it by now.
That said, we also seem to have a hard time learning from our mistakes. There are a number of ineffective marketing strategies that people in every type of business manage to keep implementing over and over. In real estate, there are three big ones that I want to address so, perhaps, you can break the cycle and take your marketing efforts to the next level.
Now let me preface any further comments by clearing the air about one thing: The problems with your marketing strategy have nothing to do with you. These problems just go with the territory. Fixing them is easy, and I’m here to help.
Problem #1: Your Web Copy
“Sure… a copywriting company thinks my copy stinks!”
Well, before you get all defensive, let me explain a few things.
First, a question: What happens when someone clicks onto your site or clicks through to one of your landing pages? Is the copy that’s there to greet them compelling? Is it drawing them in? What is it about that first glance that is going to grab and hold their attention?
If you can’t pinpoint the one unique thing about your Web copy that makes it stand out, then yes – there’s an issue with your Web copy.
Words matter. That’s the long and the short of it. It’s not just about what you have to say (because anyone landing on your page knows what you have to say), it’s how what you have to say connects with the reader. Very often, we get into the mode of selling ourselves and we forget that it’s the sizzle people buy, not the steak. The steak is your message. The sizzle is what gets it noticed.
I want you to take a few moments – now or sometime soon – and look at each and every page on your website. Identify the “wow” on every page. What would keep you on that page if you were seeing it for the first time?
Incidentally, have you checked your site’s bounce rate lately? Your bounce rate is the number of visitors who only view one page then… well… bounce. If that number is higher than 40 percent, you could do better. If it’s about 70 percent, there’s something that your visitors need that they’re not getting when they click through to your page.
Problem #2: The Wrong Funnel
Next, I want you to take a look at your marketing funnel. Of what kind of content is it comprised? Is it just a mish-mosh of pages randomly fishing for a small demographic? Is there any cohesiveness at all to the pages or have you just randomly thrown some content out there with some basic contact information? If that’s what you’re offering, you don’t have a funnel. You just have a glorified online brochure trying to be all things to all people.
A good funnel requires careful planning. It has flow. Every piece of content on every page jives with your brand and message. When someone lands in your funnel, he or she should be led through a specific process that culminates in him or her becoming your customer.
So, please, have a look at every stage of your marketing funnel and ask yourself that one elementary question: “Would this make a customer out of me?”
Problem #3: Communication Breakdown
People who feel disconnected from you will never be your customers.
Let that statement sink in for a minute and then ask yourself: What are you doing to stay connected with your customers and prospects right now? What’s the plan?
Never underestimate the power of email. It is a simple and effective way to keep that connection going indefinitely. A steady flow of simple communications that keep you visible to your prospects and customers will help you maintain a good rapport and a sense of trust.
Everyone thinks they know this, and yet no one keeps up with it consistently. If you want to know if it really matters, I have a challenge for you: For the next 90 days, commit to getting in front of your list at least once a week with a simple message about anything.
Yes, it helps if it’s related to real estate.
Just stay plugged in. Keep that line of communication open and keep it friendly and light. Get in front of them often enough that they remember who you are and make the content interesting enough to get them to open the email. Also, know where to draw the line. I said once or twice a week, not three times a day.
Start by creating a schedule, and not just in your head. Write enough messages to get you through the next few weeks. If that’s not something you’re comfortable with, get a copywriter or custom writing service to do it for you. Then invest in a real email service, like Constant Contact or Active Campaign, through which you can schedule messages so you don’t have to think about when to send them. Once you’re in that rhythm, you will find it is much easier to just get the emails out and stay connected.
The Bottom Line
There are plenty of things we do to sabotage our own marketing plan, but these three are huge and we do them without even thinking about it. Well, now you have a few things to think about and the opportunity to fix things. Getting a handle on your marketing is vital to your success. Now you have a few more tools in your box to help you do just that, so get out there and use them!