Question

Topic: Strategy

Reaching Out To Real Estate Professionals...

Posted by Anonymous on 6/3/2008 at 10:26 PM ET 125 Points
I recently launched a new advertising service for Realtors, Brokers and rental property owners/managers in which I aggressively advertise their listings online to bring the hundreds, if not thousands of leads per month. My services run in the $800-$2000/month range and definitely targeted to the more serious real estate players that have a generous marketing budget.

I have a few clients but I'm seeking advice on the best way to reach this market without having my product info thrown to the wayside. Most real estate professionals are bombarded with so many products and services. I'm looking to stand out from the crowd. Any advice would be appreciated especially if you have experience marketing to real estate professionals.

Thanks,
Dale Smithey, Owner
DaleSmithey.com
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RESPONSES

  • Posted on 6/4/2008 at 3:38 AM Accepted
    Dale,
    One of the best ways to get this done is to form a strategic alliances with other companies that you share the same target market with and one that has a different products and services.

    What you want to do is use that businesses client list to market your service. In return that business will get a share of the profits(be generous!).

    With a 10% response which is very low(as that is about half of what we average with our own clients).

    Let's like at some numbers:

    10,000 client list(that you market to)
    10% response
    1000 x $800 = $800,000

    Now if the average realtor says on for 3 mos

    $800,000 x 3= $2,400,000

    And that is just from ONE business that you formed a strategic alliances with.

    Jim Davis
    Business Growth Specialist
    [Email address deleted by staff]
  • Posted by Jay Hamilton-Roth on 6/4/2008 at 9:25 AM Member
    If your results are well-documented, then you stand out by showing your ROI for your clients. That's ultimately what people are measuring: how much time/money will it take for me to make more time/money. More importantly than # of leads, is number of qualified leads that turn into actual paying clients.

    Given what I read on your website, I would also give your clients exclusive protection based on region (whatever Craigslist classifies as a region).

    You might consider using your same online techniques to attract the eyes of realtors (etc.), placing ads where they look saying, "I can place your ad and get you hundreds/thousands of leads easily and guaranteed. Contact me for more info.".
  • Posted by bruce on 6/6/2008 at 6:27 PM Member
    On a previous Question/Answer posting, we discussed the benefits of a Pay Per Click (PPC) marketing strategy combined with an SEO program on select Search Engines to help position your URL for maximum exposure and access by both realtor and Buyer.

    I assume you are promoting your site beyond your Regional advertising client and that your target clients are promoting home sales nationally or internationally to any Buyer audience interested in their general area.

    Following that assumption, JHR is correct in advising you to define and quantify your site's reach, both by rank and number of hits per page, or by creating a standard based on an analytics program(s) provided by Google, Yahoo, etc. and maybe set your pricing strategy accordingly, much like they do.

    But if it's just to get the requisite exposure for your URL, there is no better and more affordable method than the traditional, or modified, PPC programs currently offered. This would be coupled with a broad reaching National Branding and PR campaign positioning your site in Realtor publications serving the US markets and/or regions you believe contain the most active Real Estate Markets today, which by the way, are a very affordable buy in this current over-saturated market environment.

    There is no one single marketing path for this Branding Program, as you have four or five very aggressive competitors with the same, or similar, business model hot on your fresh idea, so get moving and good luck!
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