The past two years have seen unprecedented activity in real estate markets all over North America, with record-high home prices accompanied by record-low inventory and outsized demand. Whatever part of the industry you’re in and whatever types of clients you serve, it’s time to start thinking ahead to the way you’ll position yourself and your business in 2022.
We’ve put together ten types of real estate marketing materials, both digital and physical, that are poised to have a major impact on agents and brokers this year. Choose one to get your year started on the right foot or reboot a previous initiative and really commit to it in 2022.
Why real estate marketing is more important than ever in 2022
The active markets of the last few years may have made some real estate professionals complacent. After all, the thinking goes, with such high demand, won’t there be a steady stream of clients beating a path to your door?
In reality, however, there are challenges that make it important for you to differentiate yourself and market now more than ever before. These include:
- Buyer clients who have been frustrated by multiple offers that didn’t pan out.
- Seller clients who are resistant to putting their home on the market right now.
In addition, there is a rise in the rental industry fueled by the low inventory of homes for sale. For agents who work with renters and investment property owners, this is a unique opportunity to increase volume and become a leading agent in this highly competitive developing market.
Real estate industry stats you need to know
According to the National Association of REALTORS (NAR), here are some of the trends to watch in 2022, by the numbers:
- 1.5 million: that’s the number of active REALTORS currently operating in the US. Expect that number to grow as new agents seek to cash in on the market’s current heat.
- 87% of buyers hired an agent or broker when buying their home.
- 90% of sellers sold with an agent or broker while 7% sold by-owner and only 1% went with an iBuyer offer.
- One. That’s the number of agents 73% of buyers interviewed before they signed a representation agreement.
- Eight. That’s the number of weeks most buyers looked before they decided on a home to buy.
Real estate marketing materials you need right now
Forget old-fashioned marketing strategies. These ten types of marketing promise to pay dividends in the year ahead.
1. SEO optimized real estate website
The core of your online footprint is a well-designed real estate website that’s properly optimized for SEO. Whether you choose a hyper-local focus or serve a broader metropolitan area, great design and fast performance are a must.
2. Real estate CRM
It seems that everyone talks about CRMs but nobody is fully utilizing their capabilities. To get the most bang for your buck and the time you spend, keep your CRM fully updated and make sure you understand all that it has to offer. Ask your broker if there are training classes available or if you can schedule time with your company’s rep to make sure you are up to speed.
3. Rental client management software
Rental client management software allows you to apply the convenience and capability of a CRM to your renters, landlords, and property managers. It offers you end-to-end data management so that you can reach out to your most important clients and contacts.
4. Direct mail marketing collateral
Whether you’re expanding your geographic farm or increasing your visibility for a targeted niche, direct mail can help you create a more comprehensive marketing plan, supplementing your online marketing efforts with real-world communication.
5. Core marketing content
Whether you’re writing a blog, filming videos, or hosting your own podcast, value-added core marketing materials will position you as a major influencer in your local market, adding to your brand’s authority both online and offline.
6. Sponsored marketing
Sponsor the local little league team or the high school football team. Host a golf tournament or a charitable event. When you add dollars and cents to your no or low-cost channels and platforms, you make an even greater impact.
7. Content distribution plan
From an email marketing schedule to rollouts across your social media accounts, all of that great content needs to be shared with fans, followers, friends and family. Implement a plan for consistent content enhancement, repurposing, and distribution to help spread the word.
8. Branded marketing collateral
From wrapped cars to t-shirts, ballcaps to backpacks, there are so many ways to ensure that your brand is top-of-mind in your local market. Provide branded items to your satisfied clients, agents, support staff and their families to make them walking, talking advertisements for your business.
9. Event marketing
Client appreciation cookouts, movie theater rental, or buying a block of seats at the baseball game: they’re all ways to show your clients and leads how much you value their trust in you. Pair the event with a memorable gift of branded merchandise as a thoughtful take-home party favor.
10. Pop by gifts
There are so many ways to reach out to your sphere of influence with a small token of your appreciation. Whether you choose to give away pies at the holidays or plants in the springtime, a small gift that’s timely and thoughtful – perhaps along with a handwritten note – is always welcome.
As the leader in rental client management and transaction software for the entire rental lifecycle, RentSpree provides the tools you need to make your real estate marketing materials and messaging more effective. Find out how we can help you with everything from lead generation to onboarding and transaction management.