Local Marketing For Realtors – Becoming The Neighborhood Expert

Local Marketing For Realtors - Becoming The Neighborhood ExpertSo glad I got this reader question as it prompted me to think about the ways that Realtors can use their local marketing efforts to start becoming the neighborhood expert.

“My main focus is selling residential Real Estate in Adelaide, South Australia. So I’m always on the lookout for how to getter in front of more ‘local’ people.” Eriks from South Australia

So first off I think we should talk about what doing local Realtor marketing is trying to accomplish. By nature if you are marketing to a subdivision or community, you are targeting sellers, right? Buyers may float around between subdivisions until they are ready to buy (more about that later), but sellers are always selling in the same subdivision.

Additionally, this is a little different than real estate farming, which is when you target one subdivision and go deep on it. In that process you use all of your efforts on just one community, rather than focusing on a local geographic area like your town or even a part of your town.

Not Your Grandma’s Real Estate Marketing Plan

Admit it…when you saw neighborhood expert you had just a flash of that big haired agent in the area who used to buy up all the bus benches and put her name and picture on them! This is so not what I am talking about when considering how to be an “expert” in an area.

Instead, this is how to comprehensively be “everywhere” when someone is looking to sell their home. THAT is the agent who has a great chance of being called for a “come list me”.

Technology Based Suggestions

Let’s start with technology based suggestions. Imagine a world where a home seller heads over to Google to find a Realtor to list their home and they get the “normal” page that has a couple of the big name links like HomeFinder and Trulia, but there is another player there dominating with her website, a video and a Google+ link. That is not a pipe dream and it is easy to do!

First off, pick a subdivision a week. Don’t get all fancy and try to figure out the ones that have high turnover or anything like that, we are going wide and shallow here, not spending a huge amount of time or money on any one area.

Second, start creating assets for this subdivision including:

  • A video posted on YouTube (this will be included in the next step) – here is a great example of a condo complex video, The Sage in St. Petersburg
  • A blog post that has the video, and neighborhood information and data (this one is a great example of one that ranks on the first page of Google for a neighborhood here in Colorado, click here)
  • A Google Plus posting of both the video and the blog post with two different sets of keywords – so Westminster CO Real Estate – Stratford Lakes AND Stratford Lakes Real Estate, Denver CO

At this point, you should at least make some kind of impression on Google with all your bits about the neighborhood. Don’t forget to share all your assets on your social properties like Pinterest, Twitter and Facebook too.

The cost for a bus bench per year costs between $100-500 per bench and the second you stop paying, your picture goes away. If you are making a subdivision a week in this way, you will have 52 grand assets at the end of the year that you own and can use to market for customers.

Bonus Asset : If anyone is a great (and fast) writer on your team, it might be nice to have a “Guide To” for each subdivision. While it might have been a nightmare in the past using your database to do this, using a tool like LeadPages makes the whole thing much easier!

A Note About Buyers : If a buyer is searching for information about a particular subdivision there is a good chance that they are ready to buy there. Now, some of them may have agents, but some of them will not and you can scoop them up in your subdivision net!

Direct Mail Suggestions

Once you have your subdivisions picked out, start sending them mail. Because we are targeting LOTS of sellers with this exercise, we want to get your information in the hands of as many homeowners as possible so I suggest using Every Door Direct from the post office.

For just $.17 per piece, you can send a postcard, letter or flyer to every home on a mail carrier route. I suggest rotating your subdivisions so they get at least two pieces of mail from you a year.

Remember, this tactic is about quantity not quality so just make sure your creatives are good enough or funny enough for someone to stick them on their fridge and call you later!

In Person Suggestions

So now you have yourself planted all over the internet for your subdivisions and you are rocking your mailings into the subdivisions….what’s next? Now you have to show your face there!

Start doing open houses, even if you think no one will ever show up. Put your face on your open house signs and car stickers and start showing up in one of their neighborhoods weekly.

Find out if they have neighborhood garage sales or party nights and start attending those. Anytime you can “meet” someone who lives in your subdivisions, do so!

If you are super bold, door-knock your neighborhoods. Ask everyone if they know anyone who wants to sell their home. It is amazing what shaking someone’s hand and looking them in the eye will do for your business.

Mix Them Up!

So which should you do? If you ask me, all of them. It doesn’t make sense to go door knocking if you know nothing about the neighborhood or just mail into it hoping that someone will notice. Instead focus on getting as many neighborhoods to love you as possible!

According to NAR, 39% of sellers who used a real estate agent found their agents through a referral by friends or family, and 25% used the agent they previously worked with to buy or sell a home, meaning that only 36% of the remaining sellers are out there for you to get. You are going to have to make a determined effort to be sure that you are the one they call to “come list me”.

Well there you have it…my best tips on becoming a neighborhood expert in the modern era without park benches! Local marketing for Realtors has come a long way and it’s about time you grabbed a piece of the action!

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Blog Post :: Local Marketing For Realtors - Becoming The Neighborhood Expert

Customizing LeadPages – Yes They Can Look Pretty and Different

Customizing Lead Pages - Yes They Can Look Pretty and DifferentI love LeadPages. I especially love how easy it is to customize the look of everything and make them look pretty and different from everyone else’s. If you do decide to sign up, please consider using my affiliate link to do so! click here

For those of you who don’t know what Lead Pages are, they are the service that makes pretty pop up boxes, lets you automatically send out digital products and makes your landing pages look nice.

LeadPages are used by most, if not all, of the top marketing people that I know and most of the big names in coaching, authoring and speaking too!

Here is an example of my LeadPages popup box:

My pretty Lead Pages popup box

And here is an example of the “normal” LeadPages box…

Normal Lead Pages Popup Box

Now, there are plenty of reasons to use the regular box just as it comes. They have found that having the progress bar at the top makes a loop in people’s heads that they want to finish. They have found that the arrow drives people to fill out the boxes and if you are all, “I don’t care what it looks like, just get ‘er done” then why are you reading this post?

This post is to show you that there are ways to change the look and feel of your Lead Pages so yours look different. So that you don’t have the same old “me too” popup box or landing page form as everyone else. Seriously, it takes just as much time to make a pretty form that people will notice as it does to use the same old icky “normal” form.

Customizing LeadPages

Some things to consider:

1. What is the “normal” look for your site? I never use white and plain graphics so the “normal” popup box is a glaring difference. When I added graphics to my popup boxes I started to see a big difference in signups. I think it is because they look more like my site.

2. Even if you just using a little different look, it will make you stand out from all the other people who are using Lead Pages.

3. Don’t forget that you can split test different graphics from right inside LeadPages!

4. Getting graphics designed is not hard anymore, you can even get them as cheap as $5 on Fiverr.com. Just make sure that whatever they use for your images is purchased just for your right or you could be fined up to $600 for each “borrowed” image.

5. If you would like some more examples, please check out my LeadPages Pinterest board where I collect different people’s popups, landing pages, etc.

Alrighty then, there is a peek behind the scenes of how I customize my LeadPages to make them pretty and different from all the other “me toos” out there in the marketplace! If you have any questions, please feel free to shoot me an email at tara (at) marketingartfully.com or if you are ready to sign up for LeadPages click here!

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Social Media Marketing – I Don’t Care If I Get Likes!

I do social media marketing for me and my clients. It can sometimes seem like a waste of time or a pointless endeavor, but most of the goodness that comes to me in the form of being able to share things that I actually like and use with the people of my tribe!


10 Social Media Sad Truths

Social Media Marketing - Why I Don't Care About Likes1. No one will notice. I have spent YEARS building up numbers and goodwill by sharing great stuff. If you are starting social today, there is a good chance no one will notice for a couple of months at least. It is a grind, not a sprint.

2. It will not fix your sales overnight. We often see business owners who have heard that “social” will help them sell stuff. Rarely if ever have we seen someone start selling right out of the gate (meaning in 3 months or less). Again, social is an accumulation of goodwill built up over time.

3. There are no quick fixes. I have read many articles about why buying likes on Facebook is stupid (from Joe Loomer, Social Media Today and even the Huffington Post). There is no shortcut to building up your social properties.

4. You cannot track the ROI of social media. As you saw in the video, there was tangible proof on the sales side that there WAS an ROI on social media. You could see that there were click and actual sales, although the “analytics” definitely did not bear that out. If you try to do A LOT of social and then follow it through to the logical conclusion of sales you will make yourself insane.

5. You have to be specific. As you build your social media empire, you need to know specifically what each post is meant to do. Some might be to seem interesting so people will follow you, some might be to drive traffic to your website and some might be to sell something like I did with the webinar link in the video.

6. If you do nothing but scream “buy my stuff” no one will follow you. It seems tempting to want to see an ROI (return on investment) for your efforts. But know for sure that if you spend all your time and energy trying to get people to spend money, no one will want to “friend, follow or like” you.

7. You still have to talk to humans online. If all you are doing is broadcasting out and never talking back to the people who are your friends and followers, you will wind up with very few results. Social is not just a way to send out messages into the universe, it is a communications tool that requires back and forth.

8. You still have to talk to humans in person. This one is such a disappointment to me. At first I thought that you could just “do social” online and never have to go out and meet with people ever again. But you will grow your online social media networks the most from actually getting out and talking with other human beings.

9. Social is not a silver bullet. I see too many companies who think that if they are “doing social” they don’t have to do any other marketing. In fact social is just another tool to use for building business, it is not the only thing you need to do. You still need a database and a mailing list, print and promotions.

10. Social is not simple. It is funny, we do social marketing for a select group of clients and find that they understand the gargantuan task that is posting, liking, friending, sharing and all the other bits on a daily or weekly basis. But new people who call to find out are under the impression that it is “fun” to “mess around on social” so it should be easy. Social done right for business has an executable plan and reason for everythign that is done (if you are doing a good job!)

So there you have it, the benefits and sad truths about the state of social. For me, I look at it as a really cool way to share my message, make some money and reach some new people I couldn’t meet face-to-face. What I don’t see it as is the only thing I have to do to make a solid business!

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Social Media Marketing - Why I Don't Care About Likes

Hashtags for #NonFiction and #Fiction Author Marketing

Hashtags For Authors - Author Marketing Hi authors! I love you all and want you to be better at doing your author marketing so I am writing this post. There are three parts…the first is about why to do Hashtags, the second about how to do hashtags and the third a HUGE list of hashtags for every kind of author. If I missed your genre, please let me know!

Why Do Hashtags For Author Marketing

If you are an author who wants to sell more books (and isn’t that kind of the point?) then you definitely want to start understanding WHY it is important to use hashtags in your social media postings.

At the very most basic level, all social sites are just databases of “stuff” that the site have to find some way of categorizing. Some of them (like Facebook) famously use algorithms to limit the vast amount of posts you would see and some use hashtags to help you find things. Today in the video we are going to be looking at 4 social sites that use hashtags (Facebook, Twitter, Google Plus and Pinterest) although there are others like Instagram that also use hashtags.

If you are not using hashtags currently it can seem like a complete waste of time. Why would anyone be interested in your post just because you put a stupid word with a pound sign before it? If you take nothing else away, make sure you start thinking like marketer instead of like the amazing author you are!


How To Do Hashtags For Author Marketing

So now you have bought into my plan for social media domination using hashtags, don’t forget to have them on all the multiple levels of social media. For example, Twitter and Pinterest search at profile level for hashtags AND a post level. By including hashtags at each of these levels for your author marketing, you can increase the chance that you will be found for both being an author and your work in your genre.


Dibs & Popularity

A couple of last things about hashtags.

First, doing them regularly is making “dibs” on certain keywords that you would like to be known for! But there is a shelf life so make sure to rotate through your list using all the words that will work best for your business.

Second, everyone wants to know who is the “boss” of hashtags. No one is. There is no official governing body, it is just what people think are helpful in finding great content. For example, I am gong to be launching my #sellingfiction and #sellingnonfiction hashtags. If I have great content that helps people, they will start using my tags and they will grow.

If all I do is promote my services and scream “buy my stuff” all day long, there is little chance they will be adopted! Be careful that you don’t let all your hashtag know-how go to your head!


Finding Hashtags

Okay, I have concocted a list for you of author hashtags below, but you are going to run into a need that I didn’t meet or want to check and see “what the hell” one you find means. Here are my best Hashtag resources!


Author Hashtag Lists

General Author Hashtags

#bynr (be your next read)
#cr4u (clean indie reads)

Self Publishing Hashtags

#ian1 (independant author network)
#iartg (independent authors retweet group)

Author Marketing Hashtags


Fiction Hashtags

#ASMG (mystery)

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Author Marketing - Hashtags For Authors

3 Ways To Target Key Influencers In Your Industry

So today we are going to be talking about key influencers. These are people in your industry or other influential people who potentially help your business.

(please note in a first world marketing problem, my “assistant” Sammy asks to be let out towards the end of the video!)

How Many Key Influencers Should You Target?

I like to have 100-150 on each of my influencer lists. Now I say each because I have a number of different target markets like Realtors, Authors and then general business peeps. If you are just starting out, having one list will be just fine!

Isn’t this stalking?

So I often get people who are hesitant to use this marketing method. They hem and haw and tell me why they couldn’t possibly be so blatant about targeting people who could help their business.

I get that, but at the end of the day, my IMF list is not necessarily about helping me. It does eventually, but mostly it is a way to make sure that I am loving on the people who provided me value first.

To give you an idea of this in practice…here are some of my IMFs

Three Ways To Target Key Influencers In Your IndustryChris Brogan – I am not really sure how I initially found Chris, but I have bought a number of his courses and all of his books over the years. The value I get from his “stuff” is a drop in the bucket compared to what I have learned from him.

Seth Godin – Now Seth is a super busy guy who sends back really short email messages, but if you email he DOES talk back. Anytime I can share his new book, support his Kickstarter or do anything nice to help him I am totally on board!

The Self Publishing Podcast Guys – When my writing partner and I started writing books I needed to know how to do the publishing. After dinking around for a bit I found the most amazing podcast done by three guys, Johnny, Sean and Dave. Over the years I have supported them by sharing their Kickstarters, buying their membership and other fun bits. Then just the end of last year they became my clients and now I know, know them…what could be more wonderful than that!?!?!?

Methods of targeting influencers mentioned in the video

Twitter Lists – These are super easy to set up and use for targeting your peeps. Just make your list and then check in everyday to see if your influencers have posted anything good you can share or if they have retweeted anyone cool you can refollow.

Paper.li – This is a really neat, free way to find great content to post that originated with your influencers. Make sure you @mention them when you are posting something you found through them.

Bloglovin – A super cool way to see what they have posted on their website in a easy to categorize and follow program. Oh and it is free! This is a blog feed reader that works like Google Reader did before they shut it down.

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