Marketing: Keep It Real
Self-promotion is a necessary endeavor, but make sure
yours is authentic and targeted.
Rogers Healy is broker-owner of Rogers Healy and
Real Estate, founded in
2006. Healy was featured in
“ 30 Under 30” in 2009.
Connect with him at
rogershealy.com, or follow
him on Twitter @rogershealy.
What do you want your marketing to accomplish?
It’s a pretty straightforward question, and real
estate professionals who’ve given it serious attention
should be able to describe their strategy quite easily.
If you couldn’t come up with a response—or if you
came up with an overly general answer like, “I want
my marketing to bring me more business”—chances
are you haven’t given it proper consideration.
I see too many real estate pros cutting corners.
Or they try to be all things to all people. If you’re
looking to become one of the best in this business,
dominate your market, and shake things up with
your own style and perspective, then you should give
serious thought to how you’re promoting yourself
and your services.
At this point, you may be asking yourself: Why
should I listen to this guy? Well, I’ve been very
blessed with a successful career in real estate brokerage and sales. In the past few years, my brokerage
was named among the best places to work in Dallas-Fort Worth by both the Dallas Business Journal and
The Dallas Morning News; and I’ve been featured
many times in local and national media outlets.
Humility, I should add, is not one of my predominant qualities, but we’re in the business of
self-promotion. Being authentic is important to me,
and I want that to come through in my marketing. I
am—in many ways—an unconventional person, and I
want to promote my business in nontraditional ways.
I try to mix my personality and interests into whatever marketing I’m doing. These include:
b A humorous and irreverent tone so people
understand right away that they would be doing
business with a thinking, feeling person.
A love of pop culture, celebrity, and
sports. I like—and I like to work with—
professional athletes and entertainers. Once upon a
time, I tried to become a movie star, and I even
have an IMDB page. Google it.
Leveraging free social media tools. This
helps us to reach our target audience at a low cost.
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To that last point, I’d say at least 70 percent of our
business comes from social networking. Facebook
alone has led to our closing a few hundred sales
and lease deals a year. In fact, I recently landed a
$12 million project thanks to a status update on our
fan page. Remember: It’s not how much money you
spend marketing a listing; it’s how e;cient you are.
Spending $1,500 for a one-page ad in a luxury real
estate magazine is still useful, but it won’t get the
exposure a Facebook status update does, especially
because we link it to Instagram and Twitter. In addition, we can track the impact of updates through
the data analytics available for our fan page updates.
But simply being on social networks like Facebook and Twitter isn’t enough. You have to be genuine—and targeted—in your approach to reaching out.
A case in point: A while back, I noticed an expired multimillion dollar listing. I did some digging
and learned that the owner was the starting tackle
for the Chicago Bears. I found out his address, overnighted him a package that included a picture of
me with Dallas Cowboys quarterback Tony Romo
(whom I’d done business with before), and told him
that if he let me list his house, I’d wear a Bears jersey
to the Cowboys game when they came to town.
Guess what? I got the listing. A $3.5 million listing. And I sold it.
Another example: I used to give away T-shirts
that promoted my company to clients, including celebrities like Britney Spears and Khloe Kardashian.
Photos of these celebs wearing my shirts popped up
on TV and in magazine shoots. Other than the cost
of the shirts, I didn’t pay a dime for the exposure. It
even became a revenue stream as hundreds of people
ordered our shirts.
I say all of this to emphasize the need to be more
thoughtful with your marketing. How are you getting the word out about your business? Does your
marketing tell consumers, This person is just a run-of-the-mill real estate agent? Or does it say, This person has the kind of creativity and knowledge needed
for a successful transaction? W