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If you are a real estate agents that thinks your expertise and service is so great that anyone and everyone can use it, you’re not quite right. While it is likely true that you are an expert in your field, it is not possible to effectively market your services to everyone. When you narrow down your focus to those who are most likely to buy from you, however, your marketing efforts become much more effective. When you narrow your focus, you produce marketing copy that speaks directly to your audience. Wondering who your ideal clients are? Evaluate What You Offer Look at the real estate services you offer from the point of view of your clients. What characteristics do the top 10% of your customers share? Try to determine: • Professions • Gender • Age groups or ranges Find out as much detail as possible on these individuals. You want to get to the point where you can write a client profile on the types of people who are already using or most likely to use your services. If you have an existing client base, this exercise is much easier because you can look at existing data on past and present clients. If you are just starting out in real estate, you can make some assumptions to get through this exercise. You can also use other resources to gather the data you need. Follow Your Competitors Whether you have an existing base of clients or not, take a good hard look at what your competition is doing. What kind of clients are they serving? Check out their marketing materials. Try to figure out what groups of people they are talking to and trying to attract. You can identify your own potential client groups by mimicking the groups your competitors are attracting. On the other hand, you can even discover groups that are not being marketed to and you can promote your services to this untapped group. Gather Data Demographic and geographic data can be a real estate agent’s best friend. Demographics include information such as: • Age • Interests • Income • Professions Geographic data is even more of a real estate agent’s best friend. This data helps you pinpoint where your clients live, work and play, so you know where to find them with your marketing materials. Two primary sources for gathering demographic and geographic data are: • U.S. Census Bureau • Small Business Administration (SBA) You can also gather and analyze your own client data. Track response rates to real estate marketing campaigns. Email marketing programs allow you to track individual emails that go out as part of your campaign. Collect data such as: • Who opens your emails • What links they click on • Who becomes a client In this case, you are producing your own marketing research data. You can use this data to write marketing messages and campaigns, or tweak existing ones, for effectiveness. You can focus your marketing messages, copy and content when you identify your target markets. You can increase your business because narrowing your focus enables you to write marketing copy that speaks and influences the audience you are trying to reach. Kristie Lorette McCauley is a marketing copy and content expert who works with Realtors and real estate agents who struggle to market their business effectively to attract the right clients on a consistent basis. Kristie's clients receive proven, effective and extremely specific step-by-step information on exactly what they need to do to attract clients with their marketing. As a result, those who work with Kristie attract more clients and make more money than that would have on their own. For more information, visit http://actionmarketingcopy.com/packages/real-estate-services/.
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