A realtor’s work is never done, right?
It’s hard enough being an entrepreneur without the marketing pitfalls slowing our already-slow progress.
Online marketing seems especially endless with its distractions, contradicting opinions on best practices, and the various Alice-in-Wonderland style rabbit holes to suck us in for hours and days and weeks.
I’m passionate about marketing and about realtors growing their online presence. So my little heart breaks a little when I see busy, hardworking people accidentally make these common marketing mistakes.
8 Common Real Estate Marketing Mistakes to Avoid
This one really bothers me. (Which is why I wrote about it here) Unless you’re buying targeted ads, Facebook is marketing roulette. Did you know only about 2% of your Facebook page followers see your posts? (This post features great insight into why, and also on what to do about it)
Worse than that, instead of directing traffic to your own website, Facebook and whoever else’s links you share get all your hard-earned traffic.
Don’t waste the effort and time it takes to produce content by dumping it into the Facebook abyss. Invest that content in your own website instead. From there, you can share it to social media, directing traffic to your site where you know everyone who arrives there will see your content, and you can influence where they go and guide the conversation.
We teach people how to treat us.
Likewise, our marketing will determine our clientele.
Branding yourself as a provider of high-end products and extreme value will garner more of a high-end clientele and likely alienate others. Branding yourself with off-the-wall gimmicks, deep discounts, or draws and freebies will attract a less loyal clientele. They’ll want to be entertained or get free things. And if that’s your ideal clientele, fine. But if it’s not, beware your branding.
Start with the end in mind. Who you attract is who you’ll end up working with.
7.Take Your Own Pictures
I have to stop to tell you a sad story. There’s this cute little boutique café in a small town nearby that has some potential. But the owner has made the terrible mistake of taking her own photos of their food. Suddenly her home-baked pies and cheesecakes are repelling online prospects. Honestly, some of the photos are downright gross. (It’s hard to make a bowl of cream soup look good!) And it breaks my heart because a little tweak – a little delegation to a professional – could help build her business instead of send people away.
Photography is an art. Let the pros do it! For everyone else, there’s terriblerealestateagentphotos.com.
Have you ever looked up a local company to find out something specific – about an event or product let’s say, and were disappointed to discover no current information? That’s the result of a misguided belief that if you build it, they will come.
Static business card websites do not attract customers.
Search engines rank based largely on content, so the search rank of such sites is low. (Do you ever look beyond page 2 of the search results? Few do.)
To rank higher in search engines, your site needs to prove itself relevant and worthy.
But there’s more.
To rank higher in search engines, the content needs to:
* Be Consistent
(frequency is not as important as consistency)
* Be Relevant
(keyword stuffing or content that does not match the headline is filtered out by search engines. Create excellent content.)
* Be Scanable.
Heads and subheads, lots of white space, and lists make for easier online reading. (Online readers scan, they don’t sit and read heavy blocks of text as in a book)
How many of those got you?
(I’m guilty of a few myself.)
The good and bad news about blogging and building an online presence is that it’s an art. We’ll keep learning, developing our skill, and improving our results.
1) Choose just one of your mistake areas to work on in the next week. What changes did you notice?
2) Help your friends and colleagues avoid these mistakes too, by liking and sharing this post!