Those who are a part of the real
estate industry, especially Realtors who are involved in the buying and selling
of property, will understand the challenges one faces in developing a unique
competitive advantage. This is particularly true where there is a massive
choice and carving a niche becomes absolutely critical.
If you are looking for
inspiration and want to indulge in creative marketing, then here are a few
top-of-the-line real estate marketing ideas to jumpstart the process:
1. Weave a story around every property: As the tagline of a
popular advertisement says “Har Ghar kuch kehta hai”, you could create a brand
around every property you have in your list. Showcase a property by
highlighting its most stunning features and use terms and phrases your client
could easily connect too. Talk about inspiration and creativity if you know the
prospect belongs to a relevant industry. Send him so carefully-selected images
of the property or a professionally done video on WhatsApp to whet his appetite
before showing the property. This will help in creating a positive image before
the actual showing and will boost your chances of selling/renting the property
2. Choose a special feature and highlight it: Although
there are many financial implications of buying a home, the decision is mostly
an emotion-driven one. As a realtor, identify a specialty of the home you are
showcasing and make it a highpoint while presenting it to the client. If the
residential complex has a huge, green garden as an amenity, highlight this when
you know the client is a nature-loving one and wants to spend time away from
the hustle-bustle of the city. If the couple have kids, paint a verbal image
where they can see the little ones playing in the garden and using it as a
playground.
3. Advertise in the vicinity of good-looking homes: When
you are searching the city for a place of your own, you often come across a
gorgeous home or an attractive property that makes you wish you lived there.
Flyers and posters near some of the beautiful homes in the city with a message
that says “Want to live in a home like this one?” are enough to trigger an
action in home seekers. Don’t forget to wait by the office phone as it will
soon ring off the hook when you advertise in this way!
4. Don’t miss your client’s housewarming party: After you
have managed to crack that deal for your client, it is time to bask in its
glory. If your client has organized a party or a puja, make sure you are
invited to it. This is the time to let the select gathering of family and
friends know that you are the guy who made this win-win deal possible. Your
client is more than likely to introduce you to the guests and recommend your
services to those who are on a house-hunting spree themselves. You could also offer
to sponsor a portion of the party as a goodwill gesture and promote your
services in a discreet manner.
5. Connect to an NGO:
Every time you make a sale, donate some portion of your commission to an NGO or
a charitable organization. Spread the word that you are associated with an NGO
that works for the homeless or for orphans. Your client will feel proud to be
associated with a realtor who takes CSR seriously and will gladly recommend
your services to others. It could prove to be a tipping point if your client is
torn between two properties and is quite close to taking a decision.
6. Organize an event for new buyers:
Home buyers are keen to get their queries solved about the home buying process,
the legal formalities, moving into a new town or getting qualified for a home.
Invite all your prospective clients for an informal do where their queries are
solved by a living, breathing person and not a property website. Give a small
talk about the things they need to consider while buying or selling or renting
a place. Collaborating with interior decorators, home loan agents or movers
& packers is a way of dividing costs since the target audience is the same
for them too.
7. Drive the client to the
property: It is a good idea to pick up the client from his home or a nearby
locale while showing a property. It creates a good impression on the client and
takes out the hassle of taking the public transport or use his car. It also
gives you time to connect to the prospect and bond a little while you reach the
destination. Arrange a car on hire if you do not have one and it will have a
good impact on the client for a lifetime.
8. Offer help with related things:
Home hunters have many things on their mind while they are out looking for a
roof on their head. Home loan, interiors, relocation, furnishing and school
admissions are just a few that top the list. Provide as much help as possible
especially if your prospect is new to the city. This will not only help you to
close deals quickly but will generate a lot of goodwill too.
9. Highlight pain points: While
showcasing a property or advertising locally for it, focusing on the probable
pain points your clients may face can draw attention. A paying guest will love
to be freed of pesky landlords, strict rules, long commuting hours and
congested homes. Target these areas while speaking to prospects and show them
the brighter side of life to help them switch.
10. Sponsor events when possible:
Identify a few clubs in your city and sponsor a few events through the year,
according to the client profile you cater to. If HNIs form a large portion of
your client list and luxury apartments is your forte, then choose that
exclusive club as your target. If you are a specialist with rental homes and
budget apartments, the local club can be a wonderful place to be seen at.
Decide on a budget and use it to connect to prospects where they are relaxed
and unhurried.
It’s time to take a different
approach while attracting clients since competition is growing by the day.
Unique ways of connecting with prospective clients will certainly draw a lot
more attention than traditional methods. So go ahead and try them out today!
Credit : Ramprasad Padhi
Founder & CEO – Mumbai Properties
Consulting Pvt Ltd
