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JULY 2015 • VOLUME 20 • ISSUE 3
“Outside the Box” real estate advertising ideas By Riki Markowitz
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f you got your real estate license after, say, the mid 1990s, consider yourself lucky. Talk to any REALTOR who has been around for a few decades and most will agree that homegrown ideas for advertising in the “olden days” were extremely limited and prohibitively expensive. Before the internet, almost all agents placed print ads in newspapers. They bought cameras, rolls of film, and printed stacks of flyers to hand out at an open house or leave on doorsteps. Later, they purchased 3 ½-inch floppy
disks and uploaded a dozen or so snapshots. That was considered “cutting edge,” but not all agents could afford such luxuries. Fast forward to 2015, “Technology liberated agents and brokers from the tyranny of a wireless world,” says John Rosshirt, Texas Association of REALTORS regional vice president. The internet and social media has made advertising a lot less expensive and reaches so many more people, which is crucial for those who are still accumulating a client base and referrals. As a result, Rosshirt adds, “agents today are struggling much less [financially] in their first one or two years than when I was coming up.”
Twelve Rivers Realty co-owners Kevin Bown and Paul Smith say that creative marketing has been essential to their personal success and the success of their agency. Forget costly newspaper ads, Bown and Smith host wine and cheese soirees and poker tournaments at their homey, turn-of-the-century, residential home-turn-headquarters on Rio Grande, just one block from downtown. “If you do what you love, it’s not work,” says Smith. The block parties, charity fundraisers, and food drives the agency runs are all part of a grander plan. “When you network with like-
minded people, you don’t have to talk about real estate,” says Bown. “You don’t have to push the “I'm a REALTOR, send me your business,” line. And naturally, through conversation, you’re viewed as competent and people feel compelled to refer you.”
Advertising on the ‘Net is the future Any agent would be remiss if he or she were to overlook the internet when making a name for himself or herself in the industry. A 2014 study by the National Association of REALTORS (NAR) found that more than nine out of 10 buyers house hunt using the web. “This strongly indicates a need for all real estate businesses to have an established online presence,” according to NAR. Jennifer Smith, a REALTOR with The Smith Team at Keller Williams Realty, started video blogging more than a year ago. She produces and posts two 60 to 90-second videos to her website and YouTube channel each month. Her talent is riffing on trending real estate topics. Smith’s videos draw anywhere from 50 to 150 views and a handful of “likes” and affirmative comments. In one video, Smith targeted new leads with a warm, cheery, one-and-ahalf-minute video, inviting viewers to see a movie. “That’s my way of getting my face in
front of people,” says Smith. “I don’t do a lot of traditional advertising because it’s not something that feels natural to me.” Smith’s “vlogs” are informative and her presence is authoritative but comforting. It’s no surprise that she projects a natural onscreen charisma. In college, Smith studied communications and was an aspiring newscaster. Now also a Keller Williams agent, she says that video production helps her develop a rapport with potential clients. “My click-through rate is about 20 percent. Last year I closed about five or six deals from people who saw my videos.” According to Google, anything over 2 percent is considered average. To help optimize her outreach, Smith partnered with a production company that provides social media services – enhancing her page views by posting the spots to Facebook, Twitter or Instagram. But what has really been successful is the bump in shares when Smith name-checks customers. “In my videos, I’ll answer questions that a client has asked me. That tends to resonate with people quite a bit.”
Make meaningful connections Agents who have only been in the busi-
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