Best Practices in Using Online Marketing Tools

As I noted in my last post, last week (May 14th), I conducted a presentation at Coldwell Banker, Hickock and Boardman Realty here in South Burlington. As of today my presentation has resulted in at least 3 new blogs, 8 LinkedIn accounts and two new friends through Facebook!

So what did I talk about that got everyone so fired up? Why, the fundamentals of course!

There seems to be this feeling that if you aren't on the web in some fashion you are missing out. That you are behind the times. For realtors, in particular who have to both project the brand image of the affilate organization they are with as well as create their own brand image, it can be exceedingly difficult to balance the work of selling houses AND investigating and using new online tools (not to mention also expensive).

My advice was to stick to the fundamentals and as a result, the right tools would reveal themselves (yep...like magic!).

So here's my advice to real estate agents, small businesses and big businesses, and people and non-profits and...well, you get the idea!

1. Know your TARGET MARKET. NO…it is NOT everyone! It may seem scary or limiting to focus in on one particular type of customer, but if you can clearly identify a demographic (age, gender, income) and lifestyle (single, married, no children, children, retired, etc.) then you can hone in your message to that group. You can speak their language. They will respond.
   
   
2. Focus on LEAD GENERATION and CONVERSION. NO, it’s not about “visits” or “numbers of friends” – it’s about conversion. Is your online presence, whether it is a website, blog or social networking site getting you viable leads who convert to customers? If not, is it worth doing? Your focus should be on getting qualified leads so you can enhance your overall performance (see #1 above).
   
   
3. Go where your TARGET MARKET is. So you are thinking about doing more “web” marketing because it seems that “everyone” is doing it. Ask yourself…is my target market on the web? AND then ask yourself WHERE is my target market on the web and WHAT are they doing? If you answer YES to the first question, then spend some time finding out where they are online, so you can reach them with the appropriate tool (see #1 above).
   
   
4. Convey your BRAND IMAGE. Remember when you are online, you must be clear about your brand image. If you want people to see you as a luxury home expert, then your web presence MUST convey luxury. If you want first time home buyers to feel comfortable with you, be sure your web presence communicates that both through words and visually. Also remember that at the same time you are creating your own personal brand as an agent you are also responsible for communicating the overall brand of the agency you have affiliated with (see #1 above).
   
   
5. Be realistic about YOUR resources. Do you have the skills to update your own website? Will you commit to posting to a blog in a way that helps to develop a pattern for your audience? Do you have the time? If you cannot answer yes to all of these then you need to think carefully about what type of web presence will work for YOU and your Target Market (see #1 above).
   
   
6. Be AUTHENTIC at all times. Regardless of the tools you select, from phone to web site to blog to social network, remember to be authentic. Do not try to be someone you are not. Be realistic in your approach, focus on the personal brand image you want to convey, talk directly to your target market and remember that if you do these things, you WILL be able to leverage the tools to help you develop leads that convert (see ALL of the above).
   
   
7. Building relationships TAKES TIME. It’s important to remember that in marketing, it is all about relationship building. You cannot assume that one method of communication is the ONLY way to go. You also can’t give up after just one or two tries. In today’s marketing you must use more than one method to reach your customers. Mix your traditional (radio, TV, print, phone and face to face) with your online (website, blog, e-newsletter, social networking) and you will reach your target market and generate the word of mouth that gets leads that convert (see ALL of the above).
   

There you have it! There are of course nuances and details that come with each, but at the end of the day if you know your TARGET MARKET and you track your DATA, then you will know which tools and tactics make sense for you and your target market and you WILL convert.