Real Estate Marketing Hits & Misses of 2015

Real Estate Marketing Hits & Misses of 2015

As we begin the New Year, it’s now time to reflect on some of the Hits and Misses that we learned last year in our marketing efforts. Last year, Denver became one of the hottest Real Estate markets, seeing an influx of people moving to our area and, even more, buyers entering the market as “move-up” buyers. With that substantial change in the market, we needed to adjust our marketing methods to reach and  target those types of buyers and sellers. Here are some of the techniques that worked for us and some others that didn’t work at all:

Hits
1. Off Market Properties – As the Denver market experienced a shortage of inventory, we had to think outside the box to find properties for our buyers. We maintained a portfolio of off-market properties of homeowners who would sell for the right price. This proved to be a great success for our frustrated buyers and gave them an advantage over buyers offering cash.

2. Blogs – If you have followed the Colorado Dream House Team for any length of time, you know that we love to blog! Last year we started focusing on our content marketing and what our consumers want to know. Now, we include our blogs not only on our website but all social media channels. This gave us the opportunity to have more personal interaction with our audience. We leveraged that opportunity to create a “win-win” for our client and our readers! We started showcasing the properties we have listed, giving our sellers more exposure and our readers the convenience of “one-stop shopping” not needing to find that information on the popular, but often erroneous syndication sites.

3. Facebook Campaigns – At first, we were very hesitant about getting into Facebook campaigns. Why would anyone want to spend money on a social media ad that people are just going to ignore? However, after learning how many homeowners have a facebook account and the different techniques on how to reach particular audiences, we figured we would try it out.  After a 30 day trial, we were able to advertise our open houses, send people to our website to sign up for property alerts, generate interest in our listings and create awareness of our brand. With our experimentation, we were able to prove that this form of advertising was more successful than print media. 

Misses
1. Syndication Websites – We found that these sites are great for exposure but did nothing for the actual  selling of homes. With each home advertised on these sites, the viewer/buyer is given a selection of agents to “contact” about the listing. Odds are the actual listing agent isn’t on that list. These syndication sties mainly sell the “lead” to agents who spend a great deal of money on these leads because they have no source for lead generation of their own. Neither of which are an issue for us. Another thing we realized is that syndication listings take away our control over the leads generated by our own listings. The practice of syndication sites selling those leads is detrimental to home sellers! Think about it, if a potential buyer approaches you with questions about a home you have for sale, would you tell them to pick up a phone book and call ANY agent or would you suggest they call your agent? The agent you chose to sell your home. The agent who knows everything about your home? If that’s not enough to give you pause for thought; what happens when a buyer inquiries about your home and the agent who “bought” that lead is the agent from across town that you interviewed but ultimately chose not to hire? Syndication websites are great for exposure, but not great at generating buyers for your home.

2. Print Advertising – In the past, property advertising was about postcards and large spreads in real estate magazines or newspapers. Last year we learned that few consumers read print advertising anymore. The majority of people get their info from blogs, online news articles, and emails. Knowing this, we changed direction on how and where we were advertising our listings. We developed email campaigns that exposed our listings to over 900,000 agents in the U.S. weekly. We have also built individual websites for most of our listings to aid in exposure. In addition, we feature our listings in our monthly newsletter.  We achieved a “win-win” by reducing our carbon footprint, and greater exposure for our clients and the homes they have to sell. 

With the many changes that have happened in the Denver market this year. many real estate agents have been left behind when it comes to marketing, allowing us to sell our homes faster and get the most value for our sellers.The Colorado Dream House Team employs a a team of experts so that we can stay ahead of the “marketing curve”. Being a part of a team gives us the advantage to brainstorm innovative ideas and go the extra mile for our clients. If you have any questions regarding our marketing program or you have any real estate needs, please don’t hesitate to contact the Colorado Dream House Team.

Elena Nolan is a Marketing Director with the Colorado Dream House Team, Keller Williams Realty DTC. Follow us on Twitter, Like us on Facebook, Watch us on YouTubeQuestions?

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