What are the 10%. And should you be ignoring it?
According to NAR,90% of home buyers start their home buying search online. So that means 10% of home buyers are starting their home buying process offline instead. You will be surprised how many people are not online. You will be surprised how many people who haven't caught the Facebook,Twitter,LinkedIn,Youtube and Pinterest-(I still haven't signed up)bug yet. So if they are not using the Internet to start their home buying process,what are they using? Here is what I think where some of the 10% are coming from. Now I said I THINK. I am not saying that this is 100% what they are doing.
Newspaper. While many people have deemed newspaper advertisement as impasse and marketing of "the thing of the past" at least in most areas,some people still read the newspaper believe it or not. AGAIN-Some people still read the newspaper. So why not market your real estate listings and services to them? Who are still reading newspaper? Baby Boomers. Baby Boomers are credit worthy,got cash and are not hard to please unlike some people. That one ad you put in the Washington Post Weekend Section(ONLY IF YOU ARE DOING AN OPEN HOUSE) or a Color Ad in the New York Times could be that home run that yields you a ready,willing and able home buyer or potential seller who is very impressed with your ad and decides that they want to enlist your services as their listing agent.
Postcards. Someone once said that postcards is such a waste. But I have been hearing lately that postcards work. Barbara Todaro of RE/MAX Executive in Franklin MA write very good blogs on Postcard marketing. Here is one of many blogs on postcard marketing that she has written -The most powerful marketing tool and most-powerful-marketing-tool-to-find-listings-and-it-s-only-4-x-5- Read some of these blogs by But I think there are two things you have to keep in mind with postcards marketing. Okay maybe three. You have to have some very nice looking color jumbo postcards,you have to have a call to action-Ex: Have a link to a squeeze page requesting their information if they want a "FREE MARKET VALUE ANALYSIS ON THEIR HOME,FREE HOME STAGING,FREE HOME INSPECTION or $250 OFF THEIR HOME INSPECTION to get them to give you information. Once you get the information,you can add their contact info to your CRM and constantly send them e-mails until they buy or sell a house with you. And also make sure you put a certain date on the postcards as far as when the offer expires. If you don't,they won't take action. You have to put some urgency behind it. Or you can do a 1-800-NUMBER where they can call and get information on how to sell their home for top dollars,why this is a good time to sell your home?Top five reasons you should buy a house now? or Top five reasons of doing a short sale? And that way you will be able to capture their telephone number and you can have numbers to cold call. People neglect mailing to Apartment complexes. But Apartment renters can be a good source of potential home buyer leads.
Listing Signs-One thing I learned that I wished I would've learned early in my Real Estate Career but definitely know now is "You need listings to last". Many Real Estate Agents have gotten home buyers and sellers off of their Signs alone. Your listing is like a Community Billboard. Once everybody in the community sees your Sign,chances are they will probably use you to help them list their house-THAT'S IF THEY DON'T HAVE A REAL ESTATE AGENT OF COURSE. You will be surprised your next door neighborhood who knows that you are a Real Estate Agent will go and let I LIKE THEM BETTER THAN YOU REALTY put their house on the market to sell.
Newsletters-Newsletter is a great way to build referrals and get more clients. But question is what are you including in these Newsletters that you sent out to be delivered during New Year,Spring,Summer,Fall and special Holidays. Articles you can include in your newsletter can be How about recent Real Estate Market Reports in the subdivisions or city and states where you are sending the newsletter to,top five reasons why doing a Short Sale makes sense?,Five things you can do to improve your credit score,What are ways that you can invest your hard earned money?Five things you can do to extend your Dog's life and Five top things to do during Memorial Day. It doesn't always have to be real estate related. Besides I am sure they get too many stuff from real estate agents trying to oversell stuff down their throat? What makes you different from the next real estate agent? You can also get a local business co-market with you and split the marketing fee by offering a 20% discount at a local neighborhood store. Stand out and do something different so that you can be different from the rest of the real estate agents.
SOI(Sphere of Influence)-Do everybody and I mean everybody in your Sphere of Influence really know that you are still actively selling houses as a Real Estate Agent? Now notice I said actively. Some people are still licensed as a Real Estate Agent. However they either are not selling or have put their license on referral basis. So let people know that while many other real estate agents have fallen off the radar,let people know that I am still an active real estate agent looking to help you with your home selling or buying needs. Who do you know that I need to know that has been talking about buying or selling a house? If you send this e-mail to everybody you know,I am sure somebody is either going to either respond or send this e-mail to somebody they know and hope they send it to somebody else. Make your E-mail Viral.
Word of mouth-It is still one of the most powerful form of marketing. When you wow people with your 5 Star Service by letting your service speak for itself,you will start having raving fans who will want to broadcast to their family members,friends,colleagues and neighborhoods about your out of this world super customer service,knowledge and skills. When you are great as a real estate professional,you best believe that more people will start telling people about you. Next thing you know more people that you have provided 5 star service to as a Real Estate Agent will start telling more potential home buyers and sellers about you. Remember people like to do business who they know,like and trust. Now who doesn't want that kind of free marketing?
Open Houses-I know. I know. Less than 3% Open houses actually sell during the Open houses. But remember I am talking about Home buying not Home Selling. According to National Association of Realtors Profile of Home Buyers and Sellers 2011 (I don't have the 2012 edition yet)Eighty-nine percent of buyers purchased their home through a real estate agent or broker—a share that has steadily increased from 69 percent in 2001.That means 11% didn't use a real estate agent. Many people who come to Open Houses either don't have a real estate agent or have a real estate agent who is either too busy or not providing the services that they feel they need to make the best sound investment in their life which is buying a house. Open houses is a chance for you to showcase and sell your knowledge and skills as a real estate professional. Kind of like a 15 minute non-elevator pitch. Now that football season is over and Spring is approaching,this would be a great time to dress casually and impress the avalanche of ready,willing and able home buyers house that they either saw online first or was blown away by the curb appeal that are going to visit one of the open houses you are currently holding. But only for them to walk away with finding their new real estate agent who will help them buy their house-YOU.
Of course they are probably many more. But these are some of the major offline ways to get home buyers who don't utilize the Internet. And you can end up getting home sellers while you are looking for home buyers. Now tell me a real estate agent who doesn't want that?
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