Andrew Raymond, Author at WALKINTOUR
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Author: Andrew Raymond

Making Your Marketing Media Work FOR You

Making Your Marketing Media Work FOR You

  |   Marketing Tips

The Magic Formula

 

Marketing homes is not about selling homes. Right? Smart Realtors realize that marketing a home is really about getting the next deal lined up!

 

The most productive agents all leverage each listing as an opportunity to get in front of a lot of people who are actively looking to buy and sell real estate. They keep their pipelines full of prospects by getting their listings in front of as many people as possible, as often as possible.

 

By impressing viewers with your marketing materials, you are earning credibility and trust!

 

Here’s our 3-step guide to leveraging your marketing materials for the greatest effect.

 

 

Step 1: Get as many eyeballs on your materials as possible

Consider using a URl sign rider to impress passersby, and drive more traffic to your listing!

Using a URL rider on your for-sale sign is both impressive, and drives more volume to your listing!

 

  1. Use a single property website with an easy-to-remember custom domain name.

     

    • Get a URL sign-rider so that passers-by will be able to learn more by visiting your single property website later.
    • People are likely to remember something like PersimmonCondo.com, while they almost certainly won’t remember 16767PersimmonBlvd-Unit585.com
    • Put the URL EVERYWHERE! It should be on your property flyer, any mailers you send out, and on every web outlet you can find. All of your materials should direct people to “visit [your domain name] to learn more!”. (Once viewers are on your single property website, they are directed to contact you. Whether or not this home is right for them, you can still offer your services!)

     

  2. Get your branded single property website onto Zillow, Trulia, etc. as the “virtual tour”.

     

    • Most MLSs will automatically syndicate your “virtual tour” (which should be a single property website) link out to the big marketing platforms, such as Zillow, Trulia, etc. The problem, though, is that most MLSs require that the single property website be un-branded. That defeats the whole purpose! If your MLS doesn’t allow you to

      Claim your listings on Zillow, Trulia, and other real estate listing sites. Make sure you add your branded single property website as the property’s virtual tour!

      use branded virtual tour links, you need to go claim your listing on each of the major platforms, and replace the un-branded link with a branded one.

     

  3. Send out mailers to make a local impression.

     

    • Mail a postcard with listing details to homeowners near your listing. Include your single property website link so that viewers will be able to find out more about you and your listing.
    • In your postcard, include an invitation to your open house! This will add another possible touch point for you, and

 

 

Step 2: Once you’ve got their attention, make a REAL impression

 

  1. Once people are looking at your stuff, you need to make sure they remember you! By providing unique, memorable marketing materials, you are differentiating yourself, and increasing the likelihood someone will contact you just because they’re impressed by what you do.

     

    • A 3D WALKINTOUR is a fantastic way to make that happen. Not only do they increase the average amount of time a viewer spends engaging with your listing (and thus you), but they are also significantly more memorable, leaving a more lasting impression than pictures alone. Studies show that viewers spend an average of 3x-6x more time engaging  with property listings that feature a 3D WALKINTOUR. (via Apartments.com)

     

  2. After viewers have learned about your listing, they may very well want to learn more about you! You better make it easy for them to find you!

     

    • When designing your online presence, fashion it like a funnel. Your outreach campaigns, such as print materials, web posts (Zillow, Trulia, etc), and your URL sign rider, should direct people to your
      Making Your Marketing Media Work FOR You

      Marketing media should function like a funnel.

      single property website, which then may direct a viewer to your personal website, and so on. At each level, the viewer is prompted to contact you in some way. The more a viewer bounces around in the funnel, the more likely it is they will convert into a prospect and contact you!

    • On our single property website, there’s a spot for you to include links to your personal website, Facebook, Linkedin, and more! Take advantage of those opportunities to direct viewers to learn more about you.
    • Likewise, there should be links to your single property websites on your personal website, and social media pages.
    • The ultimate goal should be for viewers to engage with multiple outlets all in one sitting, increasing the quality of your impression.

 

Step 3: Consistency is key!

 

    1. As with all marketing efforts, you need to be consistent! Make a commitment to using the best marketing tools on all of your listings, so that you can multiply your chances of conversion.

 

    • Creating a brand synonymous with quality is essential, and using great marketing for every property is an easy way to do that! Many of our clients make a commitment online, and in their listing presentations to use a 3D WALKINTOUR for every property, proving to their prospective clients that they are dedicated to marketing their listing.
    • Using superior marketing once may get someone to take notice of you, while doing it multiple times will earn their respect, which is what it takes to convert leads.

 

Happy Marketing!

 

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International Markets

How to Reach Out-Of-Area Buyers EASILY

  |   Marketing Tips

Why Does This Matter?

According to the National Association of Realtors®, “International buyers invested $92.2 billion last year in the US! Individuals outside the US are buying property here in the states more than ever before, which means the practice of marketing properties is changing.

 

Agents need to recognize that a marketing plan that incorporates

By Disregarding International Buyers, You're Leaving Money on the Table!

By disregarding international buyers, you’re leaving money on the table.

the tools necessary to attract and convert out of area, out of state, and even international buyers is vital. Marketing to those buyers will result in more offers on your listings, and higher sale prices. In today’s ultra-competitive real estate market, it’s crucial to be able to say you go the extra mile, reaching the best possible audience, so that you can win more listings, and do more business. The most prepared agent wins!

 

The thing is, most agents don’t care. Most Realtors are happy to sit back and use the traditional approach to marketing a listing. They take a few cell phone shots, and slap a home on the MLS, and then wait for a decent offer to come through. In today’s global marketplace, doing it that way is a disservice to a seller. Especially when international buyers are typically cash buyers, their offers can be very attractive. More quality offers means more options for your seller, which translates to a happier client, and more potential for referral business!

 

So How Do You Do It?

How do you compel people to buy a home they’ve NEVER SEEN? What if the viewers don’t even speak English?

 

In this age of information, buyers who are looking in a given area are going to know what their options are. They’ll know how

Using 3D models in your marketing materials is always a good idea. They're eye catching!

Using 3D models in your marketing materials is always a good idea. They’re eye catching!

many 3 bedroom, 2 bathroom listings there are in their preferred area. The key is to convince them that YOUR listing is the one to choose.

 

An easy way to do that? Weave a non-linguistic, super-detailed narrative with your marketing media. For instance, feature your 3D WALKINTOUR very heavily in your marketing, ensuring viewers will see it. Even individuals who can’t speak

English will be able to navigate the home as if they were there.  This makes them feel confident enough to make an offer sight-unseen (yes, it happens to our customers ALL THE TIME).

 

Allowing international buyers 24/7 access to view and engage with media that highlights all of the BEST features of a property allows them to feel like they’re really there. Giving them the power to visualize space in a way in which they can feel how the home fits together adds significant legitimacy to your listing. It also gives viewers a sense of deep understanding, which leads to more interest! Don’t let distance be a limitation.

 

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How can I make an impression with my marketing materials, even if the home is unstaged?

  |   Marketing Tips

A Classic Problem:

Vacant, unstaged listings simply don’t look good in photos. It’s a well accepted fact! Sure, viewers will know when they’re looking at the kitchen, and when they’re looking at a bathroom, but most of the rest of the rooms are pretty much going to look the same!

 

Rooms without furniture in them make it difficult for the viewer to piece together the space. They can't visualize their life in the space, because they can't relate to it!

Are these two pictures of the same room? Or different ones? Hint: It doesn’t even matter. If it takes your viewers a few moments to figure it out, you’ve likely already lost their attention.

Rooms without furniture all tend to look the same!

 

This is because the human brain relies on anchor points when viewing photos. Furniture acts as a link between two or more photographs, creating a sense of space and unity in the viewer’s mind.

 

When presented with this challenge, MOST Realtors assume that it is not worth it to invest in decent photography, or any other kind of marketing. In reality, they couldn’t be farther from the truth!

 

An Easy Way Around It:

 

The key is to use a 3D WALKINTOUR! Their interactivity takes the

Using 3D models in your marketing materials is always a good idea. They're eye catching!

Using 3D models in your marketing materials is always a good idea. They’re eye catching!

emphasis off of empty corners, and puts it on the flow of the home. When your viewers are actually walking through the 3D model from room to room, no space will be mistaken for another!

 

Once your viewers begin to feel how the space fits together, they’ll begin imagining how their life would be within the home, instead of questioning “are these photos of the same room? What is this photo even of??”

 

Try a 3D WALKINTOUR on your next vacant, un-staged listing, and you’ll see the difference.

 

Happy marketing!

 

 

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Using a screen cap like this one in your marketing materials will help establish your brand. Making a marketing commitment!

Make a Commitment to Your Marketing

  |   Marketing Tips

Here’s the thing folks: When it comes to branding yourself, it’s a marathon, not a sprint. It takes time to create an image of excellence, and get people to not only recognize you, but also associate you with ultra-high quality. That’s the goal, isn’t it? You want to establish yourself as a rock star real estate professional, and to make people be DESPERATE to work with you.

 

Well here’s an easy way to do that.

 

Right now, make a commitment to marketing EVERY listing you get to its fullest potential. Not just a commitment to

By using excellent photos on your website, you make your brand synonymous with high quality.

yourself, but a commitment to all of your leads. Put this commitment online, in the form of a general marketing plan. Proclaim to the world that you use the BEST photography AND a 3D WALKINTOUR on every listing to ensure maximum exposure for your clients’ homes. The industry is rife with Realtors looking to get a listing, do the minimum, and collect a check. That leaves a huge opportunity open to establish yourself as the “I do it right” Realtor.

 

So here’s our 3-step guide.

 

  1. Make a commitment online. Tell viewers about what kinds of media you use to market every listing. Use pictures of 3D models, and the best photos of some of your previous listings to really grab their attention. If you have been using these kinds of media for some time, you should have links to past single property websites, etc.
  2. Develop a system for spreading the word about a listing, and tell people about it generally on your website. Don’t give away all of the details, but give them enough to want to use YOU when they sell their home! 
  3. Incorporate this message into your lead gen activities. Sending out mailers? Talk about your marketing system. 3D models are very eye-catching, so they make a great hero image!

 

Now I know what you are thinking…

 

“But 3D only works on SOME homes. I can’t commit to doing it on all of my listings, because I work on [insert excuse: small

Using 3D models in your marketing materials is always a good idea. They're eye catching!

Using 3D models in your marketing materials is always a good idea. They’re eye catching!

homes, ugly homes, homes that sell fast anyway, unstaged homes].” Fortunately for you, we’ve written ad nauseum about these doubts. Check out the articles below for a few pointers.

 

Don’t think your unstaged listing will look good without 3D? You couldn’t be farther from the truth. Check out our post on that topic here.

 

Small homes are the same way! With small homes, the layout becomes one of the most vital things. Still photographs don’t capture the layout, so 3D is a great option! Furthermore, 3D is priced based on square footage, so you don’t pay as much if you’ve got a small home.

 

Have a listing with a lot of clutter in it that doesn’t show well? Check out our post on occupied listings.

 

If homes in your market are selling quickly anyway, you are probably facing a lot of competition for listings. You should probably have a few tools in your toolbag that the other guys don’t have to ensure your success.

 

Happy Marketing!

 

 

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Using a screen cap like this one in your marketing materials will help establish your brand. Making a marketing commitment!

Marketing for Success: Transparency

  |   Marketing Tips

People love transparency. So give it to them!

 

Transparency leads to trust, and trust is the foundation of any business transaction. So why aren’t

you building transparency into your marketing? Consider the following circumstance. You’re online, looking for a contractor to redo your kitchen. You find two websites for two different professionals. The first is pretty simple website that features a simple message. “I’m an awesome contractor! I work on all kinds of projects, and I do everything to code.” The second contractor’s website has a dedicated section for kitchen remodels, and talks specifically about their process. They even show pictures of some of their past jobs, with explanations of what the client was looking for, and how they achieved it.

When hiring a contractor, you're going to go with the one with a proven record, and transparent procedures.

Who would you hire?

 

Now let’s bring it back to real estate. When someone is shopping for a Realtor, they are going to be drawn to the one who gives the most specific case studies and samples of their work. This harkens back to our post about increasing the quality of your marketing impressions, versus the quantity. That’s why it’s vital to make a commitment to your marketing on your website.

 

 

Here’s How:

 

  1. Incorporate a “my team” section on your website. This is a great spot to list your recommended vendors, and talk a little bit about why each of them is the BEST at what they do. This will give potential clients a more in-depth idea of what they’re getting when they use you. Featuring preferred stagers, landscapers, photographers, lenders, and more are all a great way to build the appearance of a team around you without having to pay any salaries. Link to their websites so that your prospective clients can do a little research of their own.
  2. Have a special section on your website dedicated to marketing, and discuss some of the tactics you employ! Use screenshots of 3D WALKINTOUR models to grab viewers’ attention, and promise to have one created for their home. Tell viewers about the difference that professional photography can make, and how you use it on EVERY property to extract maximum value out of each listing. To read more about why you should NEVER do your own photography, check out this post.
  3. Next, ask viewers to contact you for a free marketing consultation. Use a message like: “Every
    Calls to action are very effective at driving leads into your pipeline. Offering a targeted lead magnet will increase your conversions.

    Buttons like this are very effective at driving leads into your pipeline. Offering a targeted lead magnet will increase your conversions.

    home has its own unique narrative. Contact me today for a free marketing consultation, and we’ll talk about how we can use your home’s narrative to extract the MAXIMUM value out of it!”. The reason this works is because it’s targeted. People who are browsing the marketing page on your website are clearly interested in learning more about how you market homes, and are most likely to respond to a call-to-action that addresses this curiosity.

  4. Now, incorporate this message into your other marketing pieces. Do you have a mailer or brochure that goes out to the neighbors in your farm? Feature 3D WALKINTOUR models, drone imagery, and more on as many of your lead-gen marketing materials as possible. This approach will make marketing a part of your brand identity! Drive traffic to your website by teasing a new marketing tactic you’re using, or by talking about a powerful statistic.

 

Happy Marketing!

 

 

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Quality Impressions

Increase the Quality of your Impressions

  |   Marketing Tips

Conventional Wisdom:

 

How often have we heard that it could take upward of 15 impressions to really stick in a viewer’s mind? Too many times to count. The adage is a fixture in conventional marketing wisdom.

 

That number is all fine and dandy, but it doesn’t likely hold the

Increasing the efficiency at in the early stages of your sales/marketing funnel will have the largest effect on your bottom line.

Increasing the efficiency at the top of your funnel will have the largest effect on your bottom line.

same value in real estate as it does in other industries. Think of it this way: If you’re a soda drinker, and you suddenly begin to see a new brand of soda on the shelves of stores in your neighborhood, you are likely to give it a shot, even without ever seeing a formal advertisement.

 

In the case of a Realtor, the value proposition is far more complicated. If a neighbor sees your “For Sale” sign 5 times, they may begin to recognize your name, but the chances of them calling you based on that alone are very slim. To win their business, you are going to need to leave a QUALITY impression, rather than a lot of superficial ones.

 

The Smart Solution:

 

At WALKINTOUR, we are here to help you make a real impression on your viewers when marketing your listings. You’re already spending the money, so why not use that as an opportunity to attract some quality attention?!

 

When a viewer looks at your listings online, they are engaging with your brand. The best way to get them to remember your brand is to make them spend extra time with your listing, and give them a unique experience!

 

WALKINTOUR’s 3D WALKINTOUR is a perfect way to do this. In

Using 3D models in your marketing materials is always a good idea. They're eye catching!

Using 3D models in your marketing materials is always a good idea. They’re eye catching!

comparison to a video tour, which a viewer may engage with for less than a minute, or photos, which are par-for-the course nowadays, our 3D tours will get an average of 5 about  minutes of engagement, and often more!

 

Viewers are impressed! And there’s no cap to how much time someone will spend. A video is finite, whereas 3D is not.

 

The best part? Not only is the viewer spending a lot of time with your listing (and therefore with you), but they’re also spending time being IMPRESSED by you. That makes for a really high quality impression!

 

It’s About Dedication:

 

Realtors who commit to using a 3D WALKINTOUR on every listing often report that they have earned clients purely because of the high quality marketing materials they use. By PROVING to viewers that you know how to market homes, and therefore earning their trust, you can earn their business very easily. We’ve got a whole article on that here.

 

The key is to make a commitment. You simply can not expect to see results after doing anything just one time, and 3D is no exception.

 

Happy Marketing!

 

 

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