Marketing is a skill, not just a business card or a headshot. A marketer knows that things change; like a sailboat can weather stormy seas because it is capable of leveraging the winds of change in order to navigate to its final destination. In the book How to Survive Change, the author writes, “Welcome to Permanent Whitewater.”
Marketing, like a healthy body, is a discipline, and it doesn’t just come down to pure strength. I think of marketing as a type of sailing; why can a sailboat weather stormy seas? Because its captain knows how to leverage the winds of change in order to navigate to the desired destination. In our business, the standard time a home would remain on the market averaged 6 months for years, even decades. That is the way people did business; but not anymore. Now with inventory at these new record lows, time went from being a commodity to being problematic. The biggest danger in the real estate business is indifference to market trends. The markets are going in three different directions at the same time: less inventory, higher interest rates and higher prices. Vigilance is always necessary and now resilient marketing strategies.
Here are some ways to become more market-resilient:
Digital Marketing: A strong internet marketing plan consists of a variety of marketing tactics and best practices. Where are the buyers? What kind of exit strategies can you offer to your sellers? This includes strong Pay Per Click (PPC) campaigns, constant Search Engine Optimization (SEO), constant updates to keep up with new requirements from Google
Banner Advertising: You should link banner ads that appear on the websites buyers and sellers frequent, with ads driving buyers back to a landing page.
Blogs: No real estate professional should be without a blog. Put your knowledge to good use: it’s not helping you as long as it stays in your head. Credibility is born on the web these days first. Don’t ignore your future by failing to do what is necessary today.
LinkedIn: Your LinkedIn Profile should be your golden-ticket closing when it comes to confidence and industry cred. Vickie Sells New Jersey Dot Com is not credible! Your testimonials are where others will look to see if what you say and what others say adds up.
Email Newsletters: Everyone should have a newsletter, just to keep their face and message on the top of the pile, but not everyone knows how to write and deliver a newsletter. If you don’t have the time, make sure you get someone who knows your market and writes well and provides you with a credible newsletter. And the letter has to come out more than once a month. There is too much information floating out there.
If you have any questions about this information or title insurance, please contact Ralph Aponte: 732.914.1400.
Counsellors Title Agency, www.counsellorstitle.net, founded in 1996, is one of New Jersey’s most respected title agencies, serving all 21 New Jersey counties with title insurance, clearing title, escrow, tidelands searches, and closing and settlement services for commercial or industrial properties, waterfront properties and marinas, condominiums, townhouses or residential single family homes. Counsellors Title also features its own Attorney Settlement Assistance Program™ [ASAP], which is an individual resource customized to fit the needs specifically of real estate attorneys, including, Documentation, Preparation, Disbursement of Funds, Attendance at Closing, HUD Preparation or Post-Closing Matters.
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