Unlock the unwritten rules of Real Estate marketing. Marketing is a never-ending race. It's lap after lap after lap because the minute you break, you lose your momentum, the minute you stop and pull off the track, you lose what you're growing in terms of your brand. your Affinity The consideration customers have for choosing to work with you.

marketing is a race. That Never Ends But the challenge is it works better for some than others. Why? Well, when you peel back the layers of the onion and you look closely in terms of what are the underpinning governing laws and principles of not just marketing, but real estate marketing, then you start to get answers about why Does it work better for some than others? So today we peel back the layers of the onion and we talk about the unwritten rules. The underpinnings: Some are psychological, some are tactical.

What makes real estate marketing work the way it does? Because let's be candid, Real estate is a little bit different than other businesses. I Have met lots of marketers who work for agencies and they get into real estate marketing and they don't quite understand how the business works. But it's Unique because real estate is a local business, but it's also a personal brand style business because people are choosing to work with you, the individual. So when you Market a real estate business in a way, you're marketing a local personal brand together which makes it unique.

So today's video is about cracking the code to give you the knowledge so you can wield marketing to bring about the results you've always wanted in your business. Welcome to this week in Marketing! My name is Jason Pantana. I'm your host and I'm so glad you're here. If you're new to the Channel please make sure to tap that big red subscribe button and there's a bell icon right next to it that if you tap it, you'll enable notifications.

So whenever new videos just like this get published, you're the first to know about it and therefore the first to act upon everything you learn in today's video and future videos. So make sure you do that. And without further. Ado Let's dive into our topic: The unwritten rules governing why Marketing works The way it works in the real estate industry.

Specifically, Now you may be watching today as an agent or a team leader. Perhaps you have somebody who's helping you with your marketing. It could be an admin, could be a virtual assistant. It could be an agency whoever is assisting you with your marketing.

Consider sharing this video with them because it will help them help you significantly. So without further delay, let's dive into our topic: the Unwritten Rules of Marketing. Now, today's video is going to make you think today's video is going to be on some levels philosophical marketing. Why does marketing work the way it works And the first question you have to wrestle with in the real estate space specifically is what is the job of marketing? What is the purpose of marketing? Really, If you zoom out and take like a 30 000 foot view of marketing, what is the purpose of this, you'll find that marketing serves two primary functions when it comes to marketing.

Real Estate Business Marketing is responsible for brand awareness. If people don't know you exist, they can't possibly work with you. And it's responsible for lead generation. It's not one or the other, it's both.

It's brand awareness and lead generation. The question Minnie wrestle with is which one comes first? Is it build a brand that attracts business and you get leads by attraction marketing or is it lead, generate to a cold audience and then brand yourself to position and win trust over time. And the answer is yes. It's both.

Never lose sight of the fact that in your marketing it takes both. It's both about building a brand and it's about generating leads. If for example, you just generate leads and you don't do any of the brand awareness bit, then it's just kind of a luck of the draw either you catch the right person at the right time or not. But the reality is, they have no trust for you.

They're not going to want to work with you long term because you haven't established a brand A strong brand makes League conversion improve. A strong brand attracts people's consideration and business. Now on the flip side, if all you're doing is branding I Think of a fisherman who's chumming the waters or just throwing out bait. They're branding.

but they're not actually casting lines, they're not casting. Nets They're not lead generating. Then you're hopeful the fish are effectively going to jump in your boat. but you have to have mechanisms in place to actually catch the opportunities.

It's both effective. Real estate marketing requires both. It's building a brand that attracts business and wins trust and it is lead generating. You have to get folks to raise their hand and say yes I'm in Market to take action on what you've just offered me.

Hey, if your wheels are turning about I Get it. This is why I'm doing marketing. but now you're in a position of I Really need some trainings and steps in terms of exactly how to execute the marketing plan? Then make sure to check out marketing. Pro It's a series of three online courses hosted by me.

They are video recordings. You can watch them as many times as you want. You can slow me down. There are on-screen demonstrations and samples and examples and case studies to help you tactically put in place a marketing plan that moves you forward.

Courses cover social media marketing and video email marketing to nurture your audience and help them take action. And finally SEO through your Google business profile, how can you get found by more sellers online? For more details about marketing Pro Click the link in the description. Now let's stay on the topic of lead generation. I'm not going in any specific order today I'm just jumping around.

What are the unwritten rules? And the second one is that there are three types of real estate offers. One, two, three, three types of real estate offers. Now, now, what's a lead? A lead is simply a prospective customer who responds to an offer and raises their hand in a way that says it's okay to contact me about the offer. So if the offer is completely unrelated to real estate, then it's not actually a real estate lead.

Whatever the offer is says a lot about the type of lead you're generating. And in real estate, there are only three offers. The offer is either about the property, the process, or the professional. That's it.

So for example, the property. It might be a Google ad that says search for homes and they navigate to an Idx based website where they search for homes and it's all about the property. It's all about searching for the property Or it could be. For instance, find out what your home is worth and it's a home valuation or cash offers on homes.

It is an offer that is predicated around the property. And so the inquiry is a hand raiser about the property. Which means when you get that lead, they may or may not know of your brand. They may or may not have any kind of loyalty with you.

And so if you don't build a brand, that conversion is going to be way more difficult because either they're going to convert right there on the spot or you miss the window. Now that's the first kind and that kind of offer tends to generate the most leads. You can get the most volumes of leads the most through property-based offers. Search for homes to get a home valuation Etc Now the second type of real estate offer is all about the process.

Think about somebody who sends a postcard to a geographic farm and it says scan the QR code to register for our upcoming seller seminar. When that so and so scans the postcard that QR code they're doing so predicated around the idea of oh I want to learn the process to sell my house or it could be a new construction Workshop or a build your Custom Dream Home Workshop My point to you is there are lots of lead generating offers that are centered around the process of buying a house or selling a house. Now the third type of offer I like this one personally is about the professional. So for example, perhaps a consumer goes to Google and they type in a search best Realtor near me and they find a bunch of Google Business profiles where they proceed to find yours and read reviews from past clients and they think this person's awesome and they reach out to you because they were looking for you Or maybe you make videos on YouTube on a regular basis and folks start watching your videos and they start to align with your thought, leadership and they're attracted to doing business with you.

And eventually they reach out and say hey, you're the best Are you taking on new clients Once again, they sought you out because you're the best professional they could find. The offer was the professional it was you. So think about marketing. Marketing serves two purposes.

It's brand building, so awareness to attract and it's also lead generation. Lead generation is. Typically we typically pigeonhole it into property-based offers, but the reality is there are three offers. It can be about the professional, the process, or the property.

Keep in mind based on how the person responds to whatever offer you give to them gives you a great indication of how you should meet them, where they are to get them to the next steps. So that's the set. Second principle of Real Estate marketing is recognizing there are three types of real estate offers which one did somebody respond to and how are you wielding all three effectively? Now the reality is, you can get more property-based leads. They take a little bit more effort because they weren't looking for you.

They got you when they were looking for a house or a Home valuation and so that's why your brand matters so much. But it's also about the process and about being the professional, the consummate professional whom they can reach out to based upon watching your videos. Based upon, they keep seeing your value, Add postcards or your newsletter that you distribute to your Geo Farm There are lots of ways to position your expertise as the professional with whom they want to work. There's three types of real estate offers, which ones are you leveraging to generate leads.

The third principle of real estate marketing is what I call multi-channel marketing Magic in human psychology, there's a principle known as the frequency illusion. In fact, we've covered it on this show before, but it Bears reminding because it's super critical in your marketing. Endeavors The frequency illusion explains a lot about why my marketing works the way it works, and what it says in the context of marketing is that when a prospective customer is exposed to your brand through a variety of communication channels, maybe they see a billboard every so often, Maybe they get a postcard every so often. Maybe they're on your email list every so often.

when they're exposed to your agent brand through a variety of channels, it creates an illusion that they are seeing your marketing more frequently. This is actually the case. It's actually building your brand faster at a compound rate when you divide through multiple channels. So the principle here is, if you're going to start a geographic farm, for instance, don't just send out postcards.

Sending out postcards makes the postcards less effective than they would be if layered and paired with other marketing channels. So for example, again, it could be Billboards. It could be email lists. It could be door knocking or other prospecting based types of communication channels.

But the principle to bear in mind is that hey, if you're going to Market to an area market across a variety of channels, multi-channel marketing Magic. because when you have your marketing here and there and over there and there too, it creates the illusion that your brand is bigger and everywhere more frequently than is actually the case. It helps your marketing get remembered. and if your marketing gets remembered, people can take action on your marketing more readily than if they ignore it or never knew it existed.

Now let's double down on this principle. Number four is: I See you everywhere. That's the magic phrase of real estate marketing specifically through the lens of branding. Oh, you're that agent.

I See you everywhere. And the reason that line matters so much is because it indicates that you are not a secret agent. It indicates that you are on their consideration, set on their radar, you have risen above that water line and they know you're there now. Diving back into the human psychology aspects of all of this, there's another principle that has a really profound impact on why: Marketing Works more effectively for some than others.

And it's called the mere Exposure effect. And what? the Mere Exposure effect. effectively says is that when customers get used to seeing and hearing from your brand, your your Communications if you will over and over and over and over again. Over time time, it creates this sense of familiarity and familiarity is often confused for trust.

Think about it like this: when you keep publishing videos again and again and again. Or keep sending emails again and again and again. Or keep sending postcards again and again and again. Over time the consumer begins to start expecting your Communications and because they keep happening, it breeds within them the sense that, oh, this is legit.

They keep doing this. They've been there for a while. I can put trust in them. It creates familiarity.

And what the Mere Exposure Effect says again in a business context is that people like doing business with Brands and businesses with which they're the most familiar. Back to that Mere Exposure effect. In the context of business, it effectively says that customers prefer to work with businesses and or brands with which they are the most familiar. Ergo Never Stop marketing.

Now circling back to this notion of building a brand. If you're a quantitative, data-driven kind of person, it can be almost infuriating trying to track measure the effectiveness of your brand building efforts. Lead generation is relatively easy. Cost per click, Cost per result, cost per action.

There are all kinds of metrics to measure just exactly how effectively your lead generation efforts are working, but brand building is hard to measure. It's truly hard to measure. For example, if you have radio ads running and maybe there's a call to action to text a specific number and you get some text messages. but you know there's a profound impact in other channels whereby you're getting a return on that investment from your radio ads.

you can't prove it. But you know, because you're out there and you're exposed, it's driving conversations, word of mouth, and intangibly, it's bringing traffic and opportunities your way. Well, that's that's brand. It's hard to measure brand building and your marketing.

And with that in mind, here are two metrics I would encourage you to pay attention to the first is frequency. How often is your marketing happening? It's gonna happen on a rotation. now. Can you have too much marketing? Yeah.

You can create ad fatigue. You can wear people out, it can get old, and there is a certain tipping point at which your marketing may actually unmarket you. It's too much, and it unsells you and gives people the wrong flavor. So let's not be remiss and miss the point that, hey, just because you're marketing at a certain velocity doesn't mean it's the right marketing.

Your message matters, what are you communicating matters, what's your brand. It all matters. But most folks who are actively engaged in their marketing probably aren't anywhere close to tapping in to add fatigue when it comes to frequency. So the first thought is, hey, how often are we doing this For example, one of our rock star coaching clients and coaches David Caldwell runs YouTube and stream ads whereby he does a monthly market report and then he targets all the homeowners in his City every single month and David and I have conversations regularly about frequency.

Hey, it's not about doing one for a month and then stopping. it's about again and again and again and again because eventually remember it's that mere exposure effect. You gain that familiarity whereby folks have enough context and Trust to want to work with you and consider you and they're going to remember you. In fact, in marketing, there's the rule of seven.

The rule of seven in marketing says this is not just for Real Estate it's just Marketing in general and it says that it takes on average seven times of a customer, a prospective customer hearing a specific offer before they're ready to act on it. Now, does that have a direct application? Maybe not. But the principle is you should be measuring how often are we doing something. How often is the optimal number of times the receive a postcard based upon the other marketing in your farm? How often is the optimal number of times to email your database based upon other communication attempts? How often is the optimal number of time to reach out with a phone call to your friends and family? All of this factors into this notion of frequency: I Want them to say I See you everywhere.

Wow, You're everywhere. That signifies that you're on the right track and that you haven't fatigued them, just that you're on their consideration set. Now, the second principle is saturation. Let's go back to the example of: David Caldwell again, who's running those monthly market update YouTube and stream ads I.E The skippable commercials before, during, and after videos on YouTube David pays close attention to how many homeowners are there, what's the sample audience size in my Marketplace and how many views am I actually getting.

And so, just for instance, he will turn up the dial on his budget so that he can hit a larger percentage of the sample audience size because there's this notion of saturation. If you truly want to be seen everywhere, you can't be just marketing on on the edges to a few people. If you're going to go after an audience, go after the audience. Don't just skin the surface, make a dent of impact to be remembered.

Next up on our list. Real Estate is and always has been a relationship business. I Know you like you, trust you business. But trust.

That's a tricky one. You might be thinking, well, hey, trust, professionally, trust personally. trust. Which is it.

And obviously you know the answer is professional trust. Your marketing should instill a sense of professional trust. not like. Oh I Trust them to walk my dog.

No. I Trust them to list and sell my house for the best possible terms. Does your marketing cultivate a sense of know, like and professional trust? Now, no. Like and trust is not limited just to real estate agents.

In fact. Phil Jones author of Exactly What to Say talks about No Like Trust and he makes an interesting observation. His observation to real estate agents is there are several other prospective agents in your Marketplace who are completely trustworthy in terms of being able to get the job done effectively. For a seller or for a buyer, you are not the only agent who could be trusted.

So between know, like and Trust which one matters the most? Well, obviously you have to have all three no like. and Trust if they don't know you, you're invisible. You're a secret agent. If they don't trust you, they're not going to hire you.

But like like is a differentiator because there may be other agents who they can trust to get the job done. But if they like you best, the job's yours. But what does it take for someone to like you? How do you instill a likability factor in your marketing? Well, it turns out in the book, Influence the Psychology of Persuasion its author breaks this down beautifully. You see a lot of sales people fall victim to the misnomer that, oh, if I go into a listing appointment just for example, and I see a picture of the family on a fishing trip up on the wall framed on the wall.

I'm gonna pretend to like fishing because if they like fishing and I like fishing, therefore they like me, this doesn't compute. This is not a plus. B equals C Not at all. Liking is not shallow.

It is not superficial, just because we have common interest. Liking is far deeper than that. What the book Influence the Psychology of Persuasion says is that somebody will like you when they sense from you that you have their best interest in mind. And so if your marketing is all about helping the consumer win, Every video, every blog, every postcard, every billboard, it's all about helping the consumer win to achieve their goals.

Well, then the net effect of that is they're gonna like you. Moving on. Our next Unwritten rule is to become the agent of choice. I'm talking about social proof in your marketing.

Now what happens if you do too much? Social Proof. Look at us. We had another record sale. We sold this many homes, blah blah it becomes all about you.

And then people don't like you Because remember we just said people like you when they sense you have their best interests at heart. At the same time, if folks lack confidence that you've done this before, it's going to be an uphill climb. Think about when you were a new agent of the business. or perhaps you're watching and you're brand new and you think to yourself as you go into this industry and I Remember this feeling.

You make a list of all your contacts and your sphere of influence and you think to yourself, they can't wait to work with me. They can't wait to give me all their referrals. They can't wait to buy with me. Start with me Etc and you're a new agent and then if your experience was anything like mine, it's just crickets in the beginning.

Why? Well, because they didn't want to be your guinea pig. You'd never sold a house before for example, and they didn't want to be Road Tested with you so to speak. Some of you got into real estate and that wasn't your experience. You got in and it was just really quickly.

You hit the ground running because on some level you already had a sense of professional trust whereby folks were confident enough to work with you, but others you know exactly what I'm talking about. Think about it like this: Have you ever stepped back to consider? What does it take for someone to have the confidence to refer you? Because ultimately, if they're making a recommendation to their mother-in-law to a neighbor, if they're making a recommendation to say hey, I put my reputation on the line to vouch for you the agent. They're that good. You can work with them making a referral is a big deal.

So when I work with my coaching clients I often say hey Mark it for the referrals because if you can win somebody's trust for a referral, getting their business is included. So the question you may be wondering now is Wow have I given folks the sense of confidence in my marketing that I'm a safe bet. It's okay to work with me. It's okay to trust me.

It's okay to refer me. It doesn't mean go crazy and overboard with constant social proof. But I Think about it like this: Imagine making a batch of cookies. What happens if you forget to put a little salt in that cookie batter? Well, it's kind of a flavorless outcome.

The cookies don't have much taste to them. Too much salt is going to make the cookies pure nasty, but just a little bit of salt. The right amount of salt gives it the flavor it needs. That salt is my metaphor for your social proof.

You need to integrate some measure of social proof in your marketing. It could be testimonials. It could be reviews on your Google business profile. It could be postcards that talk about how you got the property sold.

You need some because folks need to know they're not a lab experiment. But they can trust you based upon your track record. And finally, our last Unwritten Rule of Real Estate Marketing I've dubbed What Do You Sell? It's a question, what do you sell This question trips a lot of folks up because the response I hear pretty often is oh I sell real estate No, not exactly And I'm being you know, provocative in how I say this. you help people who own real estate sell it or who want to own real estate purchase it.

But that's not actually what you sell. If you flip the question around and say well, what is it or what was the reason for which that seller or that buyer chose to hire me what did they, what was what was the product they per purchase from me Well, it's brokerage services. At the end of the day you could put it like this: The reason people hire you is for your expertise. They know, like and trust you.

Not personal trust, but professional trust. And the likability factor is The X Factor But it boils down to your expertise. Do they have confidence and your ability to help them achieve their goals. When it comes to buying or selling, you sell your real estate expertise and the way you convey it now.

I Like the word expertise, real estate expertise for a couple of reasons. The main reason is because it's Dynamic I've met agents who are absolute experts when it comes to the numbers side of real estate or others when it comes to the location. They understand the community like the back of their hands, side of real estate or others. who simply understand homes.

Maybe they have a Contracting background or they just have that natural sense of what works for the needs of the buyer. If they're looking to buy a home, they just understand it at a deep expert level. Expertise is dynamic. It's your fingerprints, it's you and the way you impart it.

So some of you impart it with a lot of humor or a lot of Charisma or a lot of personal touch. It's the way you demonstrate your expertise that ultimately allows people to connect with you at a deep level and place their confidence in working with you. Now, the real estate industry is often accused of being overly salesy and I would argue it's because a lot of folks don't really know what they sell. They think they sell real estate, they think they sell themselves and they're marketing the wrong message.

The beauty of recognizing that you sell your expertise is that means every video that you demonstrate knowledge and you offer advice and you talk about the market and you showcase your expertise. While it may not seem salesy, it is in fact a giant sales pitch for exactly what you do. When you understand that you're there to serve the needs of the buyer and seller, you demonstrate that expertise and your competence and ability to help them achieve their goals on a regular basis. Everything Changes in your marketing.

For those who struggle to get their marketing. to work effectively, it's often mislabeled as oh, it's too technical. The learning curve. I Didn't have time, but the reality is, it's usually due to a failure to understand what are we actually trying to achieve.

What are you building? What are you seeking? What are your purposes in that video and those postcards? and starting that? Geographic Farm What are you doing it for? If you don't understand what drives your marketing forward, you're going nowhere. but. I'm curious about what you think. Let me know in the comments.

which of these principles resonates with you the most, Which changes your marketing? And what did we miss? Let us know in the comments until next week. This is this week in marketing. hahaha.