Make it Pretty
If there’s one thing that Apple does really well it’s marketing their products to look pretty. I think this is the main reason so many Apple enthusiasts love Apple. Yes it’s an easy to use product, but I think a big reason for their popularity has a lot to do with their ascetics. Those that research products similar to Apple sometimes find Apple isn’t the better product, but because Apple’s marketing campaign is so effective individuals overlook the other products in the market place.
There are at least two examples of how Apple’s “Pretty Marketing” can be applied to Real Estate. The first is great photos, but in order to have great photos you must have a well staged home. There are already plenty of stats out there that will tell you a well staged home sells faster for more money, so I won’t go into that. You also know about the curb appeal effect for homes. Curb Appeal draws buyers in and the staging paired with great photos closes deals. Even though price is the number one reason a home sells, great staging and photos help support a higher listing price.
Another component of Real Estate Marketing, although still a fairly new component, is video. Video has the potential to look pretty, but all too often I see poorly shot videos of homes, Real Estate Agents, neighborhoods, etc. Cost may be one factor of lack luster videos, but I think it would be much better to use an actual video camera versus a smartphone. Video can capture a lot, but the content of the video should be presented in the most attractive way possible.
Another item is using stock photos. Some would argue you shouldn’t use stock photos because they’re not as genuine or real. If I had a choice of using stock photos versus someone’s average looking photos I would pick the stock photos. If I’m marketing a property, you wouldn’t use stock photos in this example, I want great photos that help market the home. I also want great images on my marketing material, which would include my blog, social media sites, mailers, etc. So I see absolutely no reason not to use a stock images if you don’t have enough “real life” images available that are of great quality.
Keeping it Simple
Another of Apple’s marketing strengths is keeping it simple. When I fist came up with a slogan for my Real Estate Practice it was rather long, “We help home buyers find great deals and home owners sell their home for top dollar”. That does work pretty well for a Realtor, but what I decided to do instead is only use part of the slogan depending on who my marketing was targeting. Do you think sellers care I help buyers find great deals? Probably not, and Buyers probably don’t care I get sellers top dollar for their home. So instead, I made two separate campaigns for the audience I was targeting.
Testimonials
Testimonials are always great ways to show how well a business has done for their customers. A lot of agents will put a tag in their material, “one of the best complements I can get from you is a referral”. I’m not sure what it is, but that seems to rub me the wrong way a little. I would much rather have a client write a testimonial or do a quick video on their experience working with me than ask them to thank me by sending me a referral.
Stay one step ahead of the others
In Real Estate you always want to stay one step ahead of everyone else. Whether that’s reading emerging trends, discovering new tools or studying what others are doing. The best thing you can do is be a sponge, study all the experts and learn what they’re doing. Then take those concepts, merge them and make them your own.
About Eric Hempler
Great marketing advice for any real estate professional. I found this post because I am doing exactly what you suggested and trying to stay one step ahead of the others!