Back in the day, it was usually sufficient to slap up a site and open for business, and you’d most likely do okay. No longer. Competition is keen, and those that don’t understand that delivering value is the primary goal of any real estate professional are destined to find themselves struggling to make ends meet. This is particularly true in relation to marketing via email or social media. Let’s take a look at why this is so.
Why delivering value is job one!
The primary reason is it will help your brand get noticed in a sea of mediocrity. Keep tabs on conversations online and you’ll see, in most cases, two types: ones that slam a company or product and ones that effuse praise. Just about anything is ignored. Making these folks talk about your services in a positive light is your job, and the the easy way do that is by over-delivering. That can happen in a number of ways. It may mean delivering above whats expected, going out of your way, appreciation gifts and more. Any of these can delight the customer, who will consequently share their experience and also return for more!
Why email and social media are special cases
While your website and other pages you have online have an amount of built-in credibility, you need to work a bit harder for the same results in both email and social media. What this means is delivering value! The main difference lies in the fact that while they’re both, at least marginally, permission-based marketing vehicles, each audience is extremely attuned to being “sold to”, and won’t put up with it. In email, it’s not as negative, as email has long been a marketing vehicle. What’s different now is the need to deliver value as part of your message, so as to engender enough trust that they’ll “allow” you to send the sporadic marketing message. In your social media channels, it’s a lot more volatile on the subject of marketing messages. However, that makes it a perfect vehicle for keeping you top of mind, by delivering items they are interested in not just posting just sold and open house’s. After they opted into an email list from your social media channels, they’re far more likely to be receptive to your marketing messages.
Main point here is, make delivering value a high priority, and you’ll find that more of your prospects, regardless of the medium, will be more likely to respond to you!