There are 2 main types of marketing, which are you?
Active Marketing is a type of marketing in which you, the agent, is responsible for actually initiating contact with the prospective client. Therefore, this is usually so much more time-consuming compared to passive marketing, but when done right, it is effective in generating leads.
Passive Marketing is a type of marketing in which the agent has little control over directly contacting prospects. This is usually a form of paid advertising, where you utilize different avenues to promote yourself, introduce your services, and continually remind the people in the area that you are a realtor who is ready and willing to help them. The goal of this marketing method is to get the prospect to initiate direct contact with the agent and not the other way around. Expect that some subtypes of passive marketing will be successful in generating the prospects that you want, and others won’t.
Here’s a few examples of ACTIVE marketing:
A lot of agents like to knock on doors when prospecting. In fact, the most successful agents out there at one point in time went door-to-door trying to sell their services. Some of them still are to this day. They’ve mastered what they say when they knock on the door, and they’ve managed to do it through trial and error, trying different scripts when someone opens the door. Then, they simply repeat the scripts that they’ve seen great results from when they approach other prospects using this method.
This is a very lucrative method of active marketing because you can make a lot of calls to people who may want to buy or sell in a short period. It’s low cost, and you’re spending less time to generate the contacts you need to hit your targets. However, unlike in door knocking, you don’t have as much of an opportunity to add a personal touch to promoting your services since you’re not speaking to your prospects face to face.
There are a lot of very successful agents that still cold call every single day. They know exactly how many calls they need to make on a daily basis to generate the number of contacts they
Contacting Current/Past Clients for Referrals
It’s very important that you foster a positive relationship with your current and past clients during and after you’ve completed your transactions with them. If they like your performance, chances are they’re going to seek you out again the next time they buy or sell a property. They may also refer you to prospective clients who are looking for a realtor they can count on, and since your previous clients have already out in a good word for you, you have better chances of closing them as new clients.
Here’s a few examples of PASSIVE marketing:
Running ads in newspapers is fairly common in real estate. It may be costly and doesn’t typically generate a lot of leads, but it is a great way to remind people of your name and your business. Posting listings in the newspaper also keep clients happy because it would mean that you are covering all your bases.
Facebook & Social Media
Agents are realizing more and more the opportunities that Facebook and other social media outlets provide in promoting their real estate businesses. The reach is incredibly large, and the cost is relatively low. Of course, it will still be up to the prospect to initiate contact with you, but if you try different tactics on the ads that you run and track their results, you’ll be able to identify which of them consistently generate the most leads with the least amount of money spent.
These are a great way to get the approaches you want since it will be the buyer who calls you to ask for more information about one of your listings. They’re already interested and are the ones asking the questions. All you have to do is to convert them to a contact.