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Real Estate Marketing? (9)

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Hi, fairly new STM user here.

While I am anxious to learn more about IM, my day job is working as an assistant/marketing consultant for a seasoned realtor in a real estate office.


The realtor, who is top 1% at the company I work with, does 0 online advertising and still manages to sell 10-15 houses in the 1-5million dollar range mostly from referrals and past clients.

I am in charge of all of his marketing and lead gen.

We have a 1-2k budget per month.

I created a facebook page for him, and I also updated his website.

What do you think is the best way to go about spending this budget? Our goal is to get appointments with new clients who are either interested in buying or selling residential property in the San Francisco Bay Area.

Thanks!!

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also look at places like Zillow, etc. and of course adwords/bing.

Yelp might be useful but my personal experience with them was it was the by far worst traffic i've ever paid for in the real estate vertical.

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Thanks greg, the email lookalike thing is a great idea.

Do you think we need to build an landing page/infocapture page? - or just direct the leads straight to the website?

Richie

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i've seen people do both - i personally just send them to the website which has information request boxes and we've used live chat boxes as well in the past. would be easy to do some split testing as to how many more leads one method gets over the other, though RE ads usually cost a lot so it would take some time to get meaningful data.

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I'd highly suggest getting both Craig Proctor's and Craig Forte's marketing material...they made a lot of real estate agents a lot of money, and for a long time, Proctor was the #2 ReMax agent in North America. I used to know Forte really well, but haven't talked to him in years...he had some really great stuff.

http://www.cpcoaching.net/

http://www.craigforte.com/

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Who was the #1? :P

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Realtor here.

The 80/20 in real estate is referrals and repeat customers. So you're going to be fighting for 20% of the business with 80% of the people online.

Lead generating forms have a very low response rate. I've found a lot of success in Google Pay Per Call. The problem is that it's mostly renters, although in the Bay Area I'm sure there will be some nice leads. I've had a couple buyer leads and got a listing agreement on a $250k short sale.

My advice: if he's good at referrals/repeat business, he should stick that. There's a lot more money in that with real estate.

Another thing: The Zillow and Trulia leads are notorious for being rip-off non-responders. Also very expensive and lock you into contracts. Stay far away.

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My limited experience with realtor marketing is to make as many in-person connections as you can. Attend meetups, events, local stuff, etc.

Give, give, give - be the nicest, friendliest, and most helpful guy (or gal) you can.

Why's this work?

Because 99% of realtors are all about take, take, take.

It's annoying and pushy.

This is just my take on it, if you find something else that works by all means do it!

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I worked for Zillow in their sales org for 4 years. Drop me a PM and I'll share my thoughts. Zillow works but it's expensive, sounds like that might be what your agent needs, plus dropping a pixel and doing a bit of Facebook re-targeting for visitors that view their website/homes. At least that's what I would do if I was an agent.

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