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Real Estate Marketing: The Key to Connection

 31st January 2017    Paul Faust

Guest Post By Paul Faust

screen-shot-2017-01-30-at-4-24-15-pmIn many ways, the real estate industry offers a blueprint for bridging the gap between traditional and new media marketing channels. As early adopters of digital platforms, using the likes of Twitter and Facebook to showcase multiple properties at little or no cost, realtors saw the potential for social networks to share and amplify their listings.

At the same time, the real estate sector is rooted in tried and trusted marketing channels. Billboards, print media ads, and custom phone numbers are all tools that realtors won’t abandon any time soon. After all, when your business is selling property in the real world, it helps to have your name out there alongside it!

If you’ve ever purchased a property, you know how important it is to connect with the right realtor from the beginning. A lot of calling goes on at the start of a home search. Potential clients need to screen a property, obtain basic information, and generally get a feel for the kind of relationship they’ll have with a prospective realtor.

As you’ll hear from marketers in every sector, though with a little more direct meaning in the world of real estate marketing, connection is key.

The Key to Connecting with Property Buyers

Real estate marketing is all about making that first critical connection. Once a buyer finds someone they like and trust, the relationship takes over. In the early stages, however, it’s vital to stand out and have a message that compels people to get in touch.

Realtors understand that having a memorable number everywhere you look gives them a better chance of attracting attention. You’ll often see custom numbers with relevant words, phrases, and simple digit sequences on many real estate ads. It’s an attempt to make that first impression count and turn browsers into buyers.

Here’s a recent example from my company, RingBoost, that ties this all together:

In 2015, the Holdy Realty Team, a residential brokerage, on Florida’s Treasure Coast purchased a local vanity number, 772-500-0000, to augment their marketing efforts. We call these million numbers, for obvious reasons, and they’re among the more popular options for digit-focused custom numbers. With all those zeroes and so few other numbers to remember, customers find it easy to recall this type of number.

Holdy doesn’t just leave it there, of course. The company also publishes a monthly newsletter (see below) with stories of interest about people and properties in their area. On the digital side, they’re active on all of the main platforms, with thousands of followers checking out their latest properties on Facebook, Twitter, and the stream of attractive home images on Instagram.

“Our custom number is a long-term investment,” says owner Tim Holdy, “it will continue to pay dividends over time.” As an extra twist on the theme, Holdy has put into circulation some promotional $5 million notes to offer customers an extra memory hook for the phone number.

Pick the Right Platforms

To stand out in a crowded industry, real estate marketing teams need to take advantage of every relevant platform. No truly competitive realtor can operate solely offline, while focusing only on digital channels loses the local aspect of traditional marketing tools and overlooks some key demographics.

The challenge is to pick the right platforms for your real estate company. With so many marketing options out there, you need to know where potential property buyers are looking online and how to attract their attention offline. Sites like QuantumListing play an important role in expanding these online connection points, offering accessible listings at an affordable price.

As a recent Twitter poll by this site confirms, cost is the main issue associated with most real estate listing sites. On a limited marketing budget, the same concern applies to all real estate platforms. Even so, a carefully selected blend of online presence and offline marketing tools can give a local realtor the reach of a major national brand.

Choose the right real estate marketing mix for your firm and your business will always connect with potential property buyers, no matter where they’re looking.

Paul Faust is SVP of Business Development and a partner in RingBoost, the nation’s premier provider of customized phone numbers and other marketing tools.

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Weekends: Commercial Agents vs Residential Agents

 30th January 2017    David_Perlmutter

Is the weekend your time to relax? Or is it when you get your job done? Let’s find out!

Here’s what we learned from our colleagues in the commercial real estate world:

And here’s what we learned from our colleagues in the residential real estate world:

There are no big surprises with these results. As a commercial real estate broker, I only show space on weekends when I have to, and usually that is because the customer is a store owner who can’t see the space any other time. Office customers want to see their potential space during the week, when the office buildings are fully operational. When my kids were younger and I was coaching their sports teams and otherwise attending their activities, I rarely showed space on the weekend. Wearing my brokerage hat, I do often spend time on weekends working in other ways, such as answering emails and strategic planning. Wearing my QuantumListing hat, sometimes I feel like the only time I’m not working is when I’m asleep.

Residential agents’ customers often work on weekdays, therefore they have to show space on the weekend. I am a little surprised that 23% of the respondents said they don’t show houses or apartments on the weekend, but this could have been skewed by the small sample size. Additionally, it is not uncommon for residential agents to have a team partner, so, if they can’t show the place, then their partner will pick up the ball.

What about you? What type of real estate do you practice, and do you show space on the weekend? Let us know in the comments.

 

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Introducing the QuantumListing for Android App

 29th January 2017    David_Perlmutter

Ladies and gentlemen, girls and boys, today we’re introducing the QuantumListing for Android App! After having an Android beta version app available for a year, we now have a full fledged version of QuantumListing available on the Google Play app store. In some ways this is a little bit of a disingenuous statement, because the new version of the app is really an emulation of the web version. However, since the web version is so mobile friendly, this turns out to be an ideal solution. You’ll be able to search, post and share listings on the go from your mobile device. Download the new QuantumListing Android App from the Google Play Store by clicking HERE.

One of the nice things about QuantumListing is that you’ll be able to use the same log in for the app or the website. Even if you don’t register, you’ll be able to search all of our users’ listings. If you register now, you’ll get a three month trial premium membership, which allows you to post an unlimited number of listings. Plus, QuantumListing makes it very easy to share listings just about everywhere.

Learn how it works by clicking HERE.

Check out our tables defining QUANTUMLISTING FEATURES, MEMBERSHIP LEVELS AND PRICING.

Screenshots of the new QuantumListing app for Android.

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The QuantumListing Sharing Widget at Work

 28th January 2017    David_Perlmutter

The following post originally appeared in the Perlmutter Properties Blog and is reposted here with permission. It is a great example of how you can use the QuantumListing sharing widget. The widget is available to all QuantumListing Premium members at no extra charge.
 
Perlmutter Properties is working on the disposition of five former bank branches. There are locations in Westchester, Rockland and Orange Counties.  The Westchester locations are at 88 Croton Avenue in Ossining and 23 South Moger Avenue in Mount Kisco. The former is a freestanding building and is for sale and the latter is a downtown location and for lease.

In Rockland County, the branches are located 230 N. Middletown Road in Pearl River, and 338 Route 59 in Central Nyack. Both are freestanding locations with drive-thru windows. The Pearl River branch is for sale, and the Central Nyack location, on a pad in front of The Hub Shopping Center, near the Palisades Center, is for lease.

The Orange County location is also a freestanding branch, located on a pad in front of the Vails Gate Centre at 336 Windsor Highway in Vail Gate. The center is anchored by Shop Rite and Kmart. This branch is for lease.

Click on the images below to get more information and download flyers for each of the properties.

You can follow Perlmutter Properties on Twitter @perlprop
 

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My First Tweet Storm #MQLG

 25th January 2017    David_Perlmutter

It seems like the Tweet Storm has become an effective way of getting a message across. So, without further ado, here’s my first Tweet Storm.

 

 

 

 

 

 

 

 

QuantumListing is the new crowd-sourced real estate listing platform for commercial real estate agents, owner and tenants