Do you target expired listings in your marketing campaigns? If so, you are probably in violation of CRMLS Rule 12.11. Though not a new rule, this rule has been misunderstood in the real estate community for a while and CRMLS is beginning to crack down on violations.
CRMLS Rule 12.11 states that “the purpose of the MLS is to market properties and offer compensation to other Broker Participants and RE Subscribers for the sole purpose of selling that property, and that sellers or properties filed with the MLS have not given permission to disseminate the information for any other purpose. “
Translation: the MLS is for selling property, not for generating leads. According to an OC Realtor article published in the March/April issue, a local association could fine an agent up to $15,000 for violating the rule.
And yet, there are times when a listing may have expired or been cancelled because of issues with the agent. Those sellers may still want to sell their home, but with someone different. How do you, a successful real estate agent, tell owners of cancelled or expired listings that you are available to sell their home successfully?
You farm. You market consistently to the same geographic area. When an expired or cancelled property comes up in your farm, your name and brand will already be well known and your consistently mailed pieces will tell the owners that you are an experienced agent they should contact.
One more thing. While targeted cancelled or expired listings is against CRMLS policy, there are other types of targeted marketing campaigns that are legal. You can target a mailing campaign to a specific audience based on age, income, marital/family status. You can mail a campaign just to renters or just to owners of small starter homes. Targeted mailing campaigns are incredibly effective and we’d love to give you more guidance on this. Give the marketing experts at One Step Services a call at 949-587-5301 or email firstname.lastname@example.org
These content ready postcards are easy to personalize and mail to a farm or social list. Order by April 5th to ensure timely delivery through standard bulk mail.
Download the 2019 Easter Postcard Order Form
Anaheim Angels. LA Dodgers. San Diego Padres. We’ve got all your Southern California fans covered with our 2019 baseball schedules. We’ve done all the hard work for you, you simply tell us which schedule you want, we’ll add your photo, logo and contact info. Then we’ll print and mail for you!
Click below to download an order form. Or just email email@example.com and request an order of baseball schedule postcards.
What’s the biggest mistake businesses make when it comes to direct mail marketing? Inconsistency. In the past 9 years that I’ve worked for a direct mail marketing agency, the mistake I see repeated time and time again, the one that causes the most frustration and biggest lost of money, is inconsistency.
Businesses send out 2-3 mailings and expect that people will rush their store or website. Not true. Most people don’t start to recognize a brand or pay attention to their marketing until the 5th or 6th mailing. And it sometimes takes more mailings to get someone to take an action.
But it’s hard to be consistent! Yes, I know. That’s why so many people fail. BUT, if you have a strategy, the right tools, and a solid marketing team behind you, you can, in fact, do it.
Mail smaller quantities more frequently. We see it all the time. A business has a budget for 10,000 mailings and they decide to send all 10,000 at once in hopes of boosting business. BAD IDEA! Like I said earlier, people don’t pay attention to the first, second or even third mailing. You have to
So, instead of sending all 10,000 at once, it is better to choose a group of 1,000 or 2,000 recipients and mail to that group 5-10 times.
Plan your mailings in advance. If you think you’ll find time to sit down each month and decide on a mailing, you are wrong. You might remember the first and second month, but then you’ll get distracted by actually running your business and you’ll forget all about it.
So make a plan! Decide exactly what you want to mail for the next 6, 9 or 12 months. You can simply write down the ideas, or actually have the cards designed ahead of time.
Include digital marketing touchpoints. I love direct mail marketing with my whole heart. I also love digital marketing. And while it is possible to be successful using just one, combining the two is the ultimate recipe for success.
You can pretty easily convert your mailing content into content for emails, blogs, and social media. Repurposing the content cuts down on time invested and dramatically increasing your opportunity for revenue growth.
Get help. It is possible to do direct mail marketing entirely on your own. But why would you want to? Our expert staff handles everything from graphic design to print to mail. We can remind you every month to order a mailing or we can create an entire multi month campaign at once and mail based on your directed schedule. Our primary goal is to keep you mailing consistently so that you see RESULTS!
Give us a call at 949-587-5301 or email firstname.lastname@example.org to set up your next direct mail marketing campaign.
We’ve got a brand new batch of content ready postcards ready for you to order, personalize and send! Just download the March Content Ready Order Form fill it out and email it to email@example.com. If you have any questions, give us a call at 949-587-5301.
Our first direct mail postcard is a lead generation postcard explaining the benefits of working with an experienced real estate agent as opposed to FSBO. This is a great postcard to mail to a farm, or to the homes surrounding your current listing.
Our second postcard is an information postcard telling recipients a little bit about how the new tax law affects them as homeowners. This card is perfect for sending a social sphere as well as a farm.
The selling season is fast approaching. If you are looking to increase leads and stand apart from your competition, consider a branded promotional item.
Below are ideas for mailable promotional items. Most of these will fit in an envelope and can be customized with your company information and branding.
To get a pricing quote, email us at firstname.lastname@example.org. Please include the product you are interested in, the quantity that you need, and when you need it by. Don’t see what you want? Tell us what you are looking for and we can provide a quote.
As much as I, a copywriter, hate to admit it, I know that property photos are more important than property descriptions. However, this doesn’t mean a well written property description isn’t important. The photos grab potential buyers attention, but once they invested, they need the property description to tell them details that photos cannot.
Property descriptions don’t have to be lengthy or pulitzer prize winning, but they need to be effective. Here are a few tips for ya:
Use spell and grammar checks!
Every time you market a property you are also marketing yourself and you don’t want people to think you are incompetent because you don’t know how to hit spell check on a Word Document.
Don’t just describe photos, enhance them.
If the kitchen photos clearly show an island with a granite countertop, you don’t need to waste time repeating that in the property description. However, if there are drawers on the island that aren’t visible in the picture, you should highlight those.
Don’t use fluffy adjectives.
The phrase “stunning views” is overused and doesn’t really mean anything. But “unobstructed views” or “360 degree views” are much more descriptive and set your listing apart from others.
Use second person language.
In all property marketing, you are trying to get potential buyers to imagine themselves living in that property. Help them out by using phrases like “You will love…” “Your new home is…”
Talk about the community.
Although the community is not the focus, it is important to mention community highlights. Many potential buyers want to know about community pools, gate access, nearby parks and schools, etc. (Pro Tip: Put full community descriptions on your website so potential buyers can learn more. Even if they don’t follow up on a particular listing, you may sell them on the community.)
Did you know One Step offers copywriting services? When you order a property flyer or brochure through us, just ask us to write a description based on the photos and bulleted amenities list you send over.
How are real estate agents marketing their listings? How are they marketing themselves and their businesses? If you’re looking for fresh marketing ideas, or just wondering what the competition is up to, check out these 5 real estate marketing trends we are seeing from clients.
The Conversion Craze
Every year we run a report of our most popular products. And every year the top two are the same: Postcards and Property Flyers. These real estate marketing staples continue to be the cornerstone of successful strategies. What has changed is digital conversion. Many agents are asking us to take their postcards and and flyers and convert them into social media images and email content. Agents are learning that they need print and digital and that its much easier to do both when you repurpose content.
Much Ado About Matte
For many years, glossy card stock was THE paper choice for real estate marketing. And while this remains popular for postcards, many agents are opting for matte papers and finishes on property flyers and business cards. Many agents opt for matte because they feel it looks more sophisticated and it attracts fewer fingerprint smudges. Others, however, feel that the matte diminishes the quality of photos.
Whatever your preference, matte or glossy, One Step has a variety of different paper thicknesses and finishes to give your pieces a unique quality look.
Better Business Cards
At One Step we are noticing that more agents are looking for highly creative business cards. Not only do they want creative design, they’re also looking for creative production. Things like soft touch finishes, spot UV, painted edges, unique shapes, embossed and extra thick cards are very popular.
Previously, the main purpose of a business card was to communicate contact information. But now, digital business cards and apps can do that for free. Real estate agents are now looking to make a statement with their cards and they are more selective about who they give them too. They are willing to invest a little more money for a lesser quantity but higher quality business card order.
Photo focused marketing has been trending for a while and it isn’t going anywhere anytime soon. More and more agents are investing in professional photography for all listings, not just the really expensive ones. Those agents who want to take photographs themselves are getting educated on best practices and are investing in equipment the equipment necessary to take high quality photos.
Arial photography and videography is a relatively new trend that is becoming increasingly popular and, we predict, will become a staple in real estate photography very shortly.
Leave Behind Listing Books
Large expensive listing books are being replaced with smaller books that agents can leave with clients. Advances in print technology have made it possible to print professional books at smaller quantities and more reasonable prices. Plus, smaller books can be more easily updated, something many agents are opting to do 1-4 times a year. Leaving behind a listing book keeps the agent top of mind with the potential clients.
Today’s listing presentation books give just the highlights of an agents career and direct a potential client to the agent’s website for more information. Many agents are ordering 12-, 16- or 20- page listing books with gloss or matte cardstock covers and gloss text pages. These books are full color and bound with saddle staples.
What to implement these trends into your marketing strategy? Give us a call at 949-587-5301 or call email@example.com and schedule a free consultation.
Valentine’s Day has me reminiscing about one of my favorite wedding invitations we’ve designed and printed here at One Step Services. These were created last year for a very special client, my baby brother and his fiance. They had a boho chic wedding in Temecula wine country and wanted invitations that reflected the simplicity of their decor as well as their love of nature.
My brother and his fiance make a great pair because she dreams big and he is a pragmatic numbers man. When it came to invitations, my sister in law wanted something impressive and my brother wanted something cheap. Another challenge was the fact that they were having a destination wedding and therefore had to communicate quite a bit of extra information.
We decided on a pocket invitation with different inserts to communicate various types of information. There was the main invitation, the informational insert that talk about registry attire and website, an insert with directions (their venue was in the country and hard to get to with a GPs), and an RSVP card.
So save money, We opted for a semi DIY invitation option. We printed each piece of the invitation and provided them with the colored pocket. We also printed the envelopes with return addresses and recipient addresses. My brother and his fiance took the pieces assembled, stuffed and stamped them on their own.
The One Step designer, Tirtzah, created a design that was beautiful on its own, without needing to add expensive finishes like embossing or foil. We printed on beautiful 16pt matte cardstock, a common paper choice for people looking for elegance on a budget. Overall, they were incredibly happy with the outcome.
Event marketing collateral, including save the dates, invitations, programs and signage, are one of our specialities here at One Step Services. Give us a call at 949-587-5301 or email firstname.lastname@example.org for a custom quote.
The days are about to get longer! These time change postcards are a great way to touch base with your geographical farm and/or social list. Be sure to order by February 18th to ensure timely delivery and to receive a discount!
Download the Time Change Order Form and place your order today.