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Realtor Marketing Skills Are Overrated

Stop Marketing and Start Selling

stop-marketing-start-selling-real-estate-tampa-bay-st-petersburgI know, Atlanta Realtor, I may get some critique from you about this post. I recently read an article outlining important skills a Realtor must have in order to be a “good” agent.  They were all good skills but 7 out of 9 were types of marketing know-hows that would somehow prove that the real estate professional has deep knowledge, experience and works very hard for the seller.  Things like taking good pictures, creating high-quality brochures, writing a property description, help you prepare your house for a showing, etc.

I LOVE all these things, and that’s precisely why I don’t sell real estate any more.  I like being a marketer more than a sales person.  A Realtor is a sales person?  Of course!  Last time I checked it’s commission kind of work.  So, if I wanted to list my home for sale, what qualities would I seek in my listing agent?

Ok, here’s a short list:

1) A good listing agent is a great negotiator, a sales person of great skill
2) Knows transaction flow in and out
3) Knows contract, addenda and any deal related paperwork very well
4) Knows real estate news in his community
5) Knows inventory and pricing well
6) Well-connected with vendors and other agents
7) Great closer and problem-solver
8) Great communicator who keeps things under control
9) Delegates tasks

Marketing skills?  I’d put those at the end of the list.  Why?  Because marketing can and, in my opinion, should be outsourced or delegated.  You can control your marketing, you can be the face and voice of your marketing, you can be involved in it somewhat on your personal time (like blogging), but putting together brochures, editing videos, taking pictures, fixing websites – is time that should’ve been spent building relationships, finding business, working with your sphere of influence and with your leads.

Some may say: I can’t afford to pay someone else to do my marketing.  What you can’t afford is spending your time on it instead of focusing on generating business.  Trust me, I’ve made that mistake.  Even your most creative marketing efforts that will generate you leads are worthless if you are not working those leads.

Do you eat your lunch alone?  What are you doing with your 500+ friend list of Facebook?  Your 10 closest friends – do you know what’s going on in their family life?  Do you know 5 most successful people in your town and do you know if they have a Twitter account?  Do you follow?  Answer these questions before you spend two hours making a brochure or thinking about your marketing plan.

I hope you know WHY you got into real estate.  I hope you are taking your “why” seriously and your vocation as a full-time job.  There isn’t much room for you in real estate business these days if you are not.  In the last 10 years the way we do real estate evolved rapidly.  However, if you are new to this business or struggling to build it to a level of success – I have some thoughts to share with you. But that’s in my next post…

Real Estate Videos Don’t Sell Real Estate in Atlanta

They don’t, YOU do.  How would I know and why would I say this while being in business of producing real estate videos? Because before going into the photo/video business full time I was a Realtor in Tampa Bay for 5 years and I’ve used video from my first month in business.  To the very last day of me selling real estate full-time I’ve never had a huge and immediate boost in listings and sales because I utilized video.  What I did have was a gradual growth of clientele base who appreciated videos that I used in my marketing.

Real Estate Video St Petersburg Tampa FloridaI love photography and creating video content, so it was easy for me to choose and keep these tools in my marketing toolbox.  “Marketing” is the key word in the idea if using video, it’s not a sales tool.  Frankly when business becomes so very open and relational as it is today sales techniques diminish in their vitality.  They are still important but mostly refer to negotiating and closing skills. Marketing has become the lifestream of business.  The definition of marketing has become broader, fuller and more complex.

We choose marketing tools we like, feel comfortable with and believe will appeal to our clients.  We all know that producing a piece of marketing material is only a half of work done.  For it to be effective it has to be strategically placed. It works this way with video content too.  I’ve sometimes seen clients for whom I’ve produced photos and videos not really know how to showcase these gold nuggets to the world.

 

Here are a few tips from my personal experience on how video can boost your marketing campaign

 

1) Have a set schedule for your video production, by date and type

By creating a short video at least once a week you will soon have an impressive library of video content. But you have to be consistent and have a schedule.

 

2) Categorize your videos by:

– Informational (about real estate market in general)

People will come to you because you have real estate knowledge and skills to effectively sell or help buy a property. Informational video will help your clients understand your skills and level of knowledge quickly as well as figuring out if they’d even like to work with you. Sometimes we just don’t click with certain people, and that’s ok. You’d rather never have them come to you, than come and then leave. Your information videos will take care of that.

– Education (about specific neighborhoods in your area)

Education videos will help folks see that you know the area, and know details about neighborhoods, plus it adds value because you showcased the features and streets of the area they may be interested in. Eventually you will have a library of such videos and you can utilize them on individual neighborhoods pages on your website. How cool would it be to have a short video about a neighborhood and then list all available listing there right under the video?

– Home video tours

In your sphere of influence there will also be people looking to buy or sell. Producing quality video tours will capture attention of those looking to buy, because they just don’t see real estate videos all that often. Sellers will also notice because they will want one of their house done when they are ready to sell. Besides your sphere those looking at homes online always get excited when they see that little blue button with a camera on it. Motion video gets a lot more views than a slideshow.

– You can also do one on local activities and events, but keep those to a minimum, you are a Realtor, so stay with things relevant to your business.

 

3) Figure out how to distribute your videos and who your targeted recipients are.

 This topic deserves a separate blog post, look for it in the near future.

In conclusion

You probably don’t need video marketing if you don’t use internet to communicate with friends, family and clients.  Unless you buy TV ads most of your video marketing will be online.  But it’s not for everyone.  Either embrace it, use it, dedicate marketing dollar to it or stick with the tools you feel suit you best.  Remember, it’s all about quality.  Not production quality, thought it’ll help, but your content quality.  Step aside for a moment and take a look at your marketing pieces: email campaigns, Facebook feed, postcards, flyers, your website – does any of it deliver value?  Is any of it interesting, important, captivating? Is any of it telling a story?  Because if there’s no value or importance – we (your prospective clients) can at least enjoy a good story.