Listings Marketing

Maximizing Listings Exposure While Taking Your Marketing Online

How do you maximize exposure to your listings without maxing out your budget?

The key is to be strategic in your marketing efforts by targeting your initiatives and taking advantage of new and innovative tools to reach your audiences.

While the exact formula for successful real estate marketing will vary by region and market, there are some fundamentals that apply across the board.

Most importantly, recognize your target market

More often than not, a seller will be your first and best indication of the potential buyers you will want to target. A simple example: If your seller is a family with school-aged children, their four-bedroom suburban home in close proximity to schools and parks is most likely to appeal to similar young families with children. Families with similar characteristics are likely to be a good target audience and should be the focus of your marketing efforts. A marketing strategy that concentrates on urban singles or empty nesters may not be a good use of your hard work and your money.

Prospects are searching online first – make it count!

The Internet has revolutionized how properties are marketed and sold today.

Potential buyers aged 44 and younger – a huge market for your properties – look online first when searching for a home*. But they’re not the only ones going to the Internet. Home buyers of all ages have discovered the Internet and the advantages of taking their property search online first.

To reach the most potential buyers, you need to give your listings the best exposure. This includes making sure your listings are online, having a current, well-designed Web site, and leveraging social media.

What are buyers looking for when they shop online?

When buyers view your listings online, there are some key components they expect to see.

Photos that tell the story

When buyers go searching for a home online, the first thing they’re looking for is photos. You want to include lots of good quality photos in your listings. And for maximum impact, select photos that will appeal to your target market. If you’re marketing to families, you may want to include photos of the kids’ bedrooms, the large backyard with a swing set, even the park across the street. audience such as the spacious backyard or large, family-friendly great room.

Neighbourhood information

When moving, buyers may be unfamiliar with a new neighbourhood or community. Neighbourhood news and links to Web sites that provide useful information or services will not only enhance your online listing, it will help establish you as a trusted source of information about the community.

The Internet has revolutionized how properties are marketed and sold today.

Information about the property

Next to photos, buyers are looking for property information. Your description can tell them so much more than the simple listing data. Again, tailor your description to your target market. If you’re marketing to that family with young children, emphasize the proximity to schools, parks and recreational centres. Point out the home’s family-friendly attributes like open-concept kitchen, mudroom, kids’ bathroom, and the potential of the unfinished basement for a playroom. Paint a picture for potential buyers by focusing on how each feature can benefit them.

A virtual tour

Internet-savvy buyers are also looking to experience the property virtually. Including multimedia in your listing, such as a slide show or web commercial, allows you to highlight the property’s assets. Potential buyers can get a better sense of the home and imagine themselves in it. To create the most impact, focus on areas that will appeal to your target

Your contact info

For most REALTORS®, it’s standard practice to include your email address and Web site links along with your telephone numbers. More innovative REALTORS® are also including information about how to connect with them through social media applications such as Facebook and Twitter.

Access FREE resources to maximize your online marketing

To help maximize your marketing, without maxing out your budget, the Royal LePage Marketing Centre is a free resource for you to create high-quality marketing material (print and online). This tool allows you to create customized marketing materials – such as slide shows, Web commercials and feature sheets – then, take advantage of options that allow you to include your marketing pieces with your listings, or link to them on your Web site, your Twitter postings, and your Facebook page.

To learn more about maximizing the impact of your listings marketing, attend a REALTOR® Marketing Workshop in your area! Contact the Learning Services team at learningservices@royallepage.ca for more information.

Trea MacPherson is the Manager of Learning Services at Royal LePage Canada. She leads a team of Learning Consultants responsible for developing and delivering training programs to our Network. Trea can be reached at learningservices@royallepage.ca