Tag Archives: consumers

Make the holidays happy for your business

While the competition makes merry, smart agents are making money. If recent history is any guide, more than $3 billion in real estate commissions will be generated nationally during the year’s fourth quarter.

Stymied by owners who don’t want their homes on the market during the holidays? Tim and Julie Harris of Real Estate Coaching Radio have the answers for sellers’ objections. Among their points in a recent broadcast:

◼ Sellers can expect fewer showings during the holiday months, but better showings. The buyers out at this time of year are committed and qualified.

◼ There’s less competition from other homes. Julie notes that even houses with “challenges” will sell in the fourth quarter, when inventory is limited.

◼ Most homes look their best for the holidays. Seasonal decorating “takes staging to an entirely different level,” Tim says.

Listen to Tim and Julie online for more great “Holiday Objection Handlers.”

Click here to find the audio

Beyond dealing with objections, Tim emphasizes that agents must look open for holiday business if they’re going to get any. “You don’t need to be telling folks that you have limited hours this time of year,” he says, warning agents to avoid making it sound as if they’re off for the winter through voice- mails or a website calendar.

And for goodness’ sake, don’t catch “SAD,” Seasonal Advertising Disorder. If your listings aren’t advertised with Homes & Land, you may miss out on your share of that holiday pie.

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How to be everywhere, all the time

Multi-channel, omni-channel, whatever you call the current approach to marketing, the basic idea is the same. You need to reach homebuyers and sellers wherever and whenever they’re looking, and listing prospects want to know that’s what you’re doing.

“From websites and email, to social media and print, every channel presents an opportunity to market,” explains Adweek’s SocialTimes blog.

That’s a lot of channels to cover, and each has its pros and cons. Digital is great for immediacy and reach, while printed ads and content seem to be easier for consumers to process and better for brand recall.

Author and science-based marketing expert Roger Dooley sums up recent research in a Forbes post titled “Paper Beats Digital in Many Ways, According to Neuroscience.”

“Despite the enormous migration to electronic media, neuroscience research shows that paper-based content and ads offer special advantages in connecting with our brains.”

Dooley continues: “Rather than an all-digital world, it appears that a multi-channel approach that leverages the unique benefits of paper with the convenience and accessibility of digital will perform best.”

The channels work together, with print feeding digital and digital enhancing print.

Your magazine ad gets potential clients’ attention, then can lead them online to your listings or prompt them to text for more photos and info. Each text also generates a lead for you.

“Where we’ve had a great print product, with a smart free distribution model, we have seen a fantastic halo effect upon our digital metrics,” Justin Etheridge, executive vice president of entertainment guide Time Out North America, recently told the Chicago Tribune. The company’s Chicago publication returned to print this fall after a two-year digital-only hiatus.

Homes & Land gives you that great print product with a smart distribution model, along with a presence on more than 20 websites, social media tools, virtual tours, featured online listings, permanent text codes for advertised properties and more.

Multi-channel? You’ve got it covered.

For more on getting the most from Homes & Land, contact your Publisher.

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The Millennials Are Here, and They Need Realtors

The newly released National Association of Realtors’ "Home Buyer and Seller Generational Trends Report 2015" finds that Millennials, also called Generation Y, made up the largest group of recent homebuyers for the second year in a row. Thirty-two percent of recent buyers were from that crew, born 1980 to 1995 and now age 35 to 20. They made up 68 percent of first-time buyers.

Of all those Millennials, 90 percent bought their home through a real estate professional. HousingWire notes that Millennials "used an agent to purchase their home at a higher share than all other generations."

After Millennials, the NAR report lists the next largest group of recent homebuyers as Younger and Older Boomers, age 51-68; followed by Generation X, 36-50; and then the Silent Generation, 69 and older.

Read more from the NAR report

THE MILLENNIAL MUST-HAVE: What do home-buying Millennials want? A place to wash their clothes. According to a recent survey by the National Association of Home Builders, 55 percent said they wouldn’t buy a new home that didn’t have a separate laundry room. Also on Millennials’ most-wanted list: storage, such as linen closets, walk-in pantries and garage space.

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Helping Your Community

by Rob Wicker

Are you thinking about doing more volunteer work, helping the needy in your community, but not sure where to turn? Here’s a website that identifies both short-term and long-term volunteer opportunities. Go to www.VolunteerMatch.org.

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Hot Marketing Trend In 2012

by Rob Wicker

Last month Bernice Ross, a Realtor and one of Inman.com’s best columnists, declared that Micromarketing is the hot real estate marketing trend for 2012. Ms. Ross described micromarketing as “old-fashioned farming with a 21st Century twist.”

Micromarketing means marketing to an area where the residents’ demographics, lifestyle, and recreational pursuits match your own interests and expertise. Perhaps you target residences around a large recreational lake where people buy second homes or retire. This appeals to you because you are an agent who a. lives on the lake and b. owns a boat and likes to fish.

Ms. Ross uses AustinLakefrontProperties.com as an example of a micromarketing website, as opposed to a more common and generic URL like www.Realtorsname.com. You should also use micromarketing to enhance Search Engine Optimization (SEO) and promote your social media efforts.

Ms. Ross reports that “agents who are having the best luck with this approach have integrated their print marketing efforts with their online marketing efforts.”

If micromarketing intrigues you, consider using Homes & Land’s Integrated Marketing Package. Your Homes & Land Publisher can help you reach a micromarket using direct mail. A Homes & Land ad is also a great place to promote your Facebook page and blog. In addition, we feature QR codes that link to a video promoting your micromarket.

With the Homes & Land package you receive a website that can be branded as a micromarket (e.g., AustinLakeFrontProperties.com). You can also backlink your Homes & Land site to your current website for enhanced SEO.

As usual, Homes & Land is ahead of the marketing curve.


Filed under Industry Articles and Trends