There’s an old saying that, to be successful in marketing, you have to “be everywhere”, but when it comes to real estate marketing, that’s not a very effective belief or plan to have (despite a lot of agents adopting taking this approach).
Being everywhere (and doing everything) doesn’t necessarily mean more leads, more business, and more clients (but it does mean you’ll be spending more time and more money).
Adopting a “be everywhere” marketing strategy is likely just going to end up costing you more money without returning on the results you’re looking for.
The main reason a “be everywhere” marketing strategy won’t work has to do with your target audience. Unless your target audience is absolutely everyone on the planet, they aren’t going to be everywhere to begin with.
Planning a successful real estate marketing strategy begins by taking a good look at, and having a solid understanding of, who your target audience actually is, as well as a deep level of knowledge around what they want as much as what they don’t want.
Without knowing who your target audience is and what they’ll respond positively to, your marketing strategy won’t be effective.
★ Want to learn more about discovering who your target audience is? Have a look at these posts:
- Why Your Target Audience Shouldn’t Be Anyone and Everyone
- Finding Your Target Audience, and Why You Should
- How and Why to Build Buyer Personas For Your Marketing Strategy
Once you know who your target audience is, you can begin to put together a plan to market to them in the places they actually are to get the best, most effective results, and one thing’s for sure: it won’t be everywhere.
Your real estate marketing strategy should be tailored and specific to where your audience (and the people you want to work with) actually is spending their time and most likely to see you, learn about you, and (hopefully) engage with you.
Those are the places that you should be concentrating your marketing efforts and focusing your marketing plan; and it will be different for everyone.
For example, there are a lot of agents that use TikTok (or at least try to) when their audience is never going to discover them on that platform because they aren’t there in the first place.
Just because another agent is seeing success on TikTok, it doesn’t mean that you’ll see success on TikTok.
And the same can really be said for any social platform and marketing strategy. Just because another agent is seeing success in their marketing by doing something, it doesn’t mean that you’ll see the same level of success even if you’re doing the exact same thing as them. Everything doesn’t work for everyone, because your audience isn’t everywhere.
If the focus of your marketing strategy is to be all things to all people, and if you bounce from platform to platform or campaign to campaign, you won’t be able to build authenticity or trust with the people you actually do want to work with; and ultimately, you’ll see less success in your marketing.
Want to get better, more qualified leads and build your authority? Our Inbound Marketing Guide is a walkthrough of the overall philosophy of inbound marketing, why it’s effective, and how you can build it into your own real estate marketing strategy to get better marketing results.