Real estate marketing is simply a matter of communicating a message about what you have to an audience that may or may not want what you are offering. The choices that you face as an agent are practically without limit, and you have to compete with every other company that market to consumers on a daily basis. Each consumer is hit by thousands of advertisements throughout the day through the print, online or electronic media. The solution is to focus on what you want to accomplish and what you want to communicate and who you want to reach with your message.<\/p>\n\n\n\n
Agents get on the wrong route, when they try to take communication short cuts by blitzing the market with their ad messages. This route is a dead end since they don\u2019t have the budgets of fortune 500 companies, so they can\u2019t compete well in the mass media environment. Also, the end customer is being bombarded by so many ads throughout the day. Sending another ad his way is hardly the way to target the person you\u2019re trying to reach.<\/p>\n\n\n\n
As an agent just beginning to ascend the ladder of real estate success, you need to be highly targeted with messages about specific offerings that align perfectly with their interests and needs.<\/p>\n\n\n\n
In today\u2019s cluttered marketing environment, consumers are trained to tune out messages that don\u2019t seem to address their real and unfulfilled wants and needs. In other words, if your message doesn\u2019t clearly deliver a solution to your prospect\u2019s exact problem \u2014 if it doesn\u2019t position itself into an open slot in your prospect\u2019s mind \u2014 then your efforts, dollars, and time will go down the marketing drain.<\/p>\n\n\n\n
Positioning is the marketing art of knowing what available space or position you and your offering fill in the market and then getting that message to exactly the people who want what you\u2019re offering.<\/p>\n\n\n\n
In real estate, price is the cornerstone of positioning.<\/em><\/p>\n\n\n\n Knowing your product position and the nature of your likely buyer puts you in a better position to select the right media vehicles to carry your message to your market. Consider the following generalities in your planning:<\/p>\n\n\n\n If you\u2019re marketing a lower-end home in your marketplace, many of your prospects may not be technologically savvy. With limited resources, they probably haven\u2019t invested in computers or included Internet connections to their monthly budgets. Therefore, you probably won\u2019t want to weight your marketing efforts toward online ads that your prospects may never encounter. You\u2019d be better off placing ads in a cheaper local language publication that has a wider circulation.<\/p>\n\n\n\n One segment of these buyers that is tech savvy is the first-time homebuyer category. Young professionals can also fit into this category. You may often find them stretching out of this bracket into the next or at least to the upper end of the bracket.<\/p>\n\n\n\n If you\u2019re marketing a home in the mid-price range, you can be fairly confident that your prospects are searching for properties online. To reach this audience, an effective Internet marketing strategy is essential.<\/p>\n\n\n\n If you\u2019re marketing a high-priced home, one-to-one communications may be the most effective tactic. Especially with one-of-a-kind, top-priced properties, you may find that mailing a high-quality brochure to care-fully selected prospects nets the greatest success. Likely buyers for a property in this market position are likely too busy to spend hours on the Internet or poring through print ads.<\/p>\n\n\n\n Product positioning only works if the home you\u2019re selling is priced appropriately. If you give in to a seller\u2019s desire to set an unreasonably high listing price, your marketing task will be vastly more difficult because<\/p>\n\n\n\n When you list an overpriced property, you have only two hopes for success<\/p>\n\n\n\n Real estate marketing is simply a matter of communicating a message about what you have to an audience that may or may not want what you are offering. The choices that you face as an agent are practically without limit, and you have to compete with every other company that market to consumers on a…<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-106811","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"\n