HOW'S THE MARKET?
The most important question that you'll have to answer is: "How's the market?" It is the most common knee-jerk question that people will ask when they first learn you're a realtor. Since that's the most common reaction, you must have an answer ready.
STICK TO THE SIMPLE AND INTERESTING STATISTICS
How do you do that? Stick to the simple and interesting statistics. You don't need to go too far or make up random opinions in your answer. You're a professional in a market where most people are making the largest financial transaction of their lifetime. You should know some specifics about the geographical market where you're trying to help people buy or sell. Don't go off on some long dissertation in these early conversations. Keep it simple and interesting! People want to know current price-per-square-foot, average sales price and other simple statistics. Don't do a deep dive -- stick to the cocktail party talk stuff!
PRODUCE AN INFOGRAPHIC DEPICTING THE FACTS
My recommendation is that you pull some of these statistics on a monthly basis, so you always have this information. Take that info and produce a simple infographic. Make it pictorial and easy to digest. You don't want something will force people to do any heavy lifting just to read it.
ADD YOUR INSIGHTS
When you have that infographic in a handy print-out form, you're ready to discuss it and ADD YOUR INSIGHTS. I've said it many times: The most important thing to market is YOU. Nobody else can do "you." Even if you're a rookie and you don't really have an opinion on it yet, you can deliver the facts from your infographic with your insightful voice. State some facts, add in an anecdote and voila! You look and sound like a seasoned pro with just a little bit of information.
MAKE YOUR OFFER IF THEIR TIMING IS RIGHT!
Understand that this is a core piece of "global" content that can be used everywhere. The answer to, "How's the market?" is relevant no matter what context you're in as a realtor. If you have that core piece of content, it's a springboard to then offer to sign someone up for your newsletter, look at properties in MLS or whatever tactic you're using to reel them in.
WHERE IS YOUR MARKET?
If you're going to figure out the ideal message for the ideal client, that's great -- but where IS your market? It often surprises me how undefined agents' markets are when they come to me for marketing advice. You are making marketing decisions nebulously if you don't know where your market is. My market today is in some very small, dense areas with plenty of real estate transactions happening. But when I started out, my market was all over the map! Defining your market gives you a sense of geography for your business.
TO WHOM AM I SPEAKING?
Who is your ideal client? You may have the type of personality where you're willing to work with anyone, but this is about marketing. You must know your ideal client so that you can market to them. Speak to that ideal person in your marketing, so that the whole crowd is getting the ideal of your message. I know it sounds simple, but have you ever really sat down and thought it out? It's important to know the "who" so that you have a message that matches them.
WHAT DO THEY WANT?
How do you craft the message that matches your ideal client? Ask that simple question: What do they want? Forget about your own resume, credentials and dazzling abilities. What do THEY want? See them as the hero and position yourself, in your mind, as the guide. This is so much easier to use as a starting point.
GIVE THEM WHAT THEY WANT!
The internet has forced all of us to give. For many years when the MLS was proprietary, people had to come to you as the gatekeeper of the information they wanted. Hint, hint: That's what they want! Even if this makes you cringe, you must give something that they want away in order to magnetically
PROSPECTS PURSUED RUN AWAY
Think about this from the perspective of you as the consumer and not the real estate agent. If you are a prospect who is just browsing in any sales context, and you're being bombarded by a salesman, there's a good chance you'll leave that store without making a purchase. If your whole marketing plan starts with aggressive pursuit, you'll chase them away more often than not. When most people start to dip their toe in the water on real estate, they have a ton of information to consume about a large and emotional transaction; they don't want you to pursue them at this point. Whenever you can avoid aggressively pursuing them -- don't do it!
BALANCE MAGNETIC MARKETING WITH HELPFUL PURSUIT
Helpful pursuit and magnetic marketing work hand in hand. It's a creative challenge. Can you market something at the right time and to the right person that magnetically attracts them (as opposed to repelling them)? This is where helpful pursuit comes into play. As an example, if a person sees your video on social media and signs up through an opt-in page, they've taken that step and said they want to know more. NOW the helpful pursuit is what helps move them from the prospect column to the lead or even client column.
Your marketing needs to match THE MARKET that you're trying to reach. Are you talking about yourself a lot in your marketing efforts? (Please say "No.") Instead, you should be sharing cocktail party-level knowledge about what the market is doing, because that's what people need up front. What's selling? Why is it selling? What are the real trends for comparable properties? You can deliver a very particular message about your very strategic help to a particular listing. That's what they want and need - not a dissertation on who you are. That's pursuing them in a helpful way.
CHOOSE YOUR MEDIA LAST IF POSSIBLE
Define your geographic area first: I'd like to find listings in this location. That allows you to next figure out how to get your message to those people and how to "tweak" it based on their context. Ultimately, you want to be giving them property information that will highlight your insight. Only then do you figure out the best way to get the information to them.