Use a One-Size-Fits-All Approach to Marketing Real Estate?

We are about three-quarters the way through 2012 already.  It has been an extremely busy and successful year for agents working in the DFW real estate market.  Looking back from the beginning of the year I took a look at what three marketing ideas have made this year such a success that can be used through the end 2012.  We know that not all clients are created equal so you have to come up with a variety of marketing approaches that may reach each perspective client in a way they are receptive to. Don't use a one size fits all approach to marketing.

Here's a great plan of action:

Mailing Newsletters:  This approach is great for the prospects in your database.  Theses folks want to know what's going on in the market but they generally don't want me calling or stopping in on them. They prefer email or regular mail. Send them a custom newsletter on a regular basis. It should include market reports for the last three months of real estate activity.  Make sure to narrow the reports, meaning, if they live in Plano send them a report.  The report should also include the activity for their specific neighborhood. This means each newsletter will have to be customized to that particular client's neighborhood so they not only see what is going on in the Metroplex as a whole, but also what is going on in their own neighborhood. Ask your favorite lender, home inspector stager, etc. to contribute articles for your newsletter. 

Stop By for a Visit: This approach is only for those prospects who don't mind being surprised. They are socialable and love to talk. The plan is to stop-by with an item of some value. Christmas will be here before you know it and everyone loves to have a family photo taken for their Christmas cards. You can partner with a local photographer who will agree to provide you with discount certificates for a family photo. This certificate should include the verbiage: Discount Provided by "your name" of "your brokerage companies name".

Client Appreciation Party: This is a great approach is for those clients who have closed or helped you close a transaction with you this year, either through buying, selling or referring a client to you.  Make sure to include the buyers and sellers who are currently have a transaction under contract with you. Some of these buyers may be moving into the area from out of state. This gives them a great opportunity to meet other people who are already living and working in the DFW area.  I would also make sure that your preferred lender, home stager and home inspector are also in attendance. This is a great way of thanking them for their support in your business.  

When prospects in your database think of buying or selling a home you want to be their go to agent.  You don't want them to consider any other person for their real estate transaction. The best way to do that is to remain at the top of their mind.  Many times, real estate agents don't use enough creativity when it comes to growing their real estate business. When these agents go on a listing appointment or meet for a buyer for consultation, they should continually be able to share with them how their custom approach is going to be different than any other agent they have met.  That should be your goal to accomplish with these strategies. Your goal should be for your prospects and sphere of influence to see that you are doing things that other real estate agents are not and that's the reason you should be their go to DFW real estate agent.