Strategies to ensure your real estate marketing campaign is on-trend

The primary responsibility of a real estate sales agent is to attract potential buyers and generate sufficient interest to secure multiple offers or a strong turnout of active bidders during auctions. A real estate marketing campaign is strategically crafted to assist those who conceive and implement them.

While these campaigns won’t handle all the work for you, they can significantly enhance your ongoing efforts and serve as a valuable platform for showcasing your achievements.

A real estate marketing campaign can help generate interest in your agency, distinguish you from competitors, and contribute to your overall success.

However, it’s important to acknowledge that not all marketing endeavors yield the same results, and some campaigns may outperform others. There are various methods for assessing the effectiveness of your marketing campaigns and determining whether they align with current trends or not.

Tracking

In order to gauge the efficiency of your strategies, it’s essential to maintain comprehensive records of your actions. This enables you to increase your focus on successful approaches while reducing efforts on less productive ones. The foundation of this process lies in meticulous data tracking.

It’s important to keep detailed accounts of all of your potential buyer’s information and assess how they found the property of interest and what marketing channels ultimately found them.

In real estate, the vast majority of buyers come through real estate portals, so it’s important to continually gauge where the balance of buyers are coming from. By using a quality real estate CRM, you will be able to easily track this information, and then sort it.

In recent years, we’ve seen more and more off-market sales taking place and the value of an agent’s database has become more important than ever.

Continue to monitor various marketing channels diligently, allowing you to assess your strategies from an analytical perspective. This practice will prove advantageous in the long run, potentially enabling you to achieve broader reach with a reduced expenditure.

Such cost-effective results can be particularly appealing to a vendor when you present a breakdown of their potential marketing expenses.

Following up

The best feedback that you can get on your marketing is always going to be real-time communication from buyers.

After a group has been through a property during an inspection, you should always look to follow up with them. Not just to gauge their interest, but to also find out as much information as you can. You need to find out how they felt about the property, how was it priced, was it presented well, what were the issues and of course how they found out about it?

All of these elements fall under the banner of your marketing campaign. While things like the presentation of the property might be out of your control if the property is tenanted for example or if the vendor doesn’t have the budget to improve it prior to sale. It’s important to investigate these things to use as information for your other campaigns and future sales.

The more information you have about what your buyers in the area want, the better. Through this information, you can become more effective at marketing to your potential clients in the future.

If you find out the buyers were all interested in your property for one particular feature that you didn’t highlight, you’ll know that your marketing campaign needs an adjustment.

Comparing data

Once you’ve got your data together and you’ve built up a large enough sample of home sales, you’ll be able to get an idea of how your individual stats look.

You can compare the time it takes to sell the property, the average number of buyers you need to get through a home to receive an offer, as well as other broader stats that you can compare to the suburb statistics such as things like vendor discounting.

These can give you an idea of how effective you’ve been at building interest in your properties.  However, it is worth noting that markets can change quickly and you need to be comparing statistics from the same market cycles. You can’t be expected to sell a property at the same pace during a hot seller’s market, compared to when things are favouring the buyers.

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