Here’s what we mean when we say "It's Not the Market...it's the Marketing that Makes the Difference!"

You’ve probably heard or seen our slogan, "It's Not the Market...it's the Marketing that Makes the Difference!" But what does that mean? Today I’ll dive deep into four of our team’s unique marketing strategies that actually make a difference for our buying and selling clients.

1. Our database. One of our strategies is direct marketing to our database of over 29,000 individuals in or around the Richmond area. This database consists of past clients, current clients, friends, family, and potential clients who have interacted with us via other marketing channels. When we secure a new listing, we send a direct email to our database, highlighting the features of that new home. 

We also invite our entire database to share that information with any of their friends, family, or community members to help us attract more buyers looking for a home in that area. Our database helps us bring in buyers at record numbers. We can also use our database to help us find inventory for buyer clients who are looking for a specific home; we’ll send them a direct marketing email called our buyer needs list, which outlines specific property types or areas that buyers want to purchase in. Additionally, we ask our database if they know of anyone who is thinking of selling a home that matches those criteria to help increase the inventory of homes available for our clients. Word of mouth is another powerful tool we use to drive traffic to our listings.

2. Online marketing. Another unique strategy we offer is our comprehensive digital marketing. Our team spends thousands of dollars each month to create specific social media ads to highlight our current properties. We use static texts, photo ads, and dynamic video ads to target potential buyers. Our system creates a new ad for every stage of the listing process, including when a home has just been listed, when there’s an upcoming open house, or even if there’s been a price reduction. 

We use all these strategies to make sure you have a better real estate experience than you could ever imagine.

Our digital marketing strategy combines those ads with behavioral analytics to target potential buyers who are already searching online for similar properties. The ad then directs them to our website featuring your listing for more information, and our team follows up with those buyers to schedule showings and submit offers if they’re interested.

3. Open houses. People often ask if open houses work. They do for our team! Our buyer specialists are trained on the best practices to not only increase buyer traffic to our open houses, but also to convert those buyers into clients. Our agents also invite the neighbors and use their own social media to increase the visibility of your listing and drive buyer demand. On average, our team’s open houses have doubled the traffic compared to a normal agent’s open house. There was even an instance recently where the police were called to one of our open houses because cars were blocking the streets! I can’t promise that will happen with your listing, but it does show how effective this strategy can be. More traffic at an open house creates a sense of urgency among buyers who feel that there could be competition for the home, which in turn increases the demand. We often get multiple offers on the home after we hold an open house, and the home typically sells faster, too.

4. Team support. One of the most important marketing strategies we employ is our overall team structure. Our team consists of specialists for every stage of the home selling and buying process, including a listing specialist, buyer specialist,  listing manager, marketing director, operations manager, an inside sales team, transaction/closing managers, and a client relations coordinator. We all work together to ensure that the real estate transaction goes smoothly for our clients. Our entire team is focused on ensuring that our clients receive first-class service every step of the way.

If you’re thinking of buying or selling a home within the next six to 12 months, please contact my team to learn how we can help. And remember: "It's not the Market...it's the Marketing that Makes the Difference!"