If you're a broker, there's a good chance you're constantly calculating the best marketing spend for your company. What are the most effective marketing solutions and strategies? The latest RISMedia webinar, held on March 4, broke those tactics down.
Sponsored by data analytics provider CoreLogic, the webinar, entitled "Where Are Your Marketing Dollars Best Spent?," ran down the myriad ways to tackle this question—from generating leads to promoting properties, so you can manage your money wisely.
Featured on the webinar were Scott Little, executive, Property Marketing Solutions at CoreLogic; Jill Goldman, associate broker and director of sales and growth of The Matt Fetick Team, affiliated with Keller Williams Realty, in Kennett Square, Pa.; and Brandon Doyle of the Doyle Real Estate Team, affiliated with RE/MAX Results, in Maple Grove, Minn. Verl Workman, founder and CEO at Workman Success Systems, served as the webinar's moderator.
Here are several ways you can spend your marketing dollars, which were discussed at length by the panelists.
Community Events
Attending or sponsoring community events serves the dual purpose of supporting a cause or neighborhood that matters to you, while also providing the ability to get your name out to the public in a positive light.
"Events drive revenue, and you benefit even further by being able to create long-term relationships," said Workman.
Although it's paramount that you actually attend or have a brand presence at these events, Doyle added that these are also excellent opportunities to connect with clients and online leads as well.
"The great thing about an event is that it's an excuse to reach into your database several times and catch up with your clients," said Doyle.
Generating Online Leads
Investing in your database is one of the most worthwhile ways to spend your marketing dollars. Not only does it help with lead follow-up and connecting with potential clients, but it can also help you course-correct how you generate online leads over time.
"By using my database to track what I've done in the past, I can easily identify things I need to improve on," said Doyle.
Promoting Properties
By generating your own leads and providing your clients with perks that the big sites simply can't, you're able to rely less heavily on those real estate listing databases. For instance, Doyle introduced "Neighborhood Pages," which provide very specific data about a certain neighborhood, boosting organic traffic to his own site. These pages also position his team as experts in the area.
Goldman has gotten exceptional online reviews over the years, which have essentially helped promote her properties for her.
"Last year, at this time, we were spending $8,000 a month on Zillow. Now, we're spending $500 a month to maintain our Premier Agent status," said Goldman. "That's because we're organically generating leads thanks to the reviews we have.
"We've really ramped that up," added Goldman. "People will come onto our team site and they'll have the choice of 12 - 20 agents, all of whom have positive reviews."
For more on the best ways in which to allocate your marketing dollars, view the webinar below:
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