The Cromwell’s met with other agents about listing 1194 Union St for sale.
By the time they met with me, they didn’t want to hear the same pitch made for their business.
So when Mrs. Cromwell asked, “what will you do to get us sold so our home isn’t sitting on the market for months?”
I said, “I’m going to make it extremely easy for buyers to find it where they are every day of their lives”.
Once I laid out our plan, it was clear by their reaction no one had suggested anything like this before.
Could we really market their home like a Hollywood movie release?
It’s all in the lead up
You’re no stranger to big budget, blockbuster films.
Producers of movies like Batman vs Superman can’t depend on hardcore comic book fans to earn a profit when it’s released.
They have to use everything available to persuade the least interested person to come see it when it hits theaters.
And they do this hoping to increase the size of the potential audience for their film before tickets go on sale.
A real estate listing has the same challenge
While a broker may have buyers interested in seeing a new listing, she could easily exhaust her prospects without getting an offer to purchase.
She’ll need to increase the number of buyers that could potentially be interested in her listing or watch it sit on market until her listing expires.
Her MLS doesn’t have the ability to make it easy for prospective buyers to find her listing online where they spend most of their time.
But if she uses every piece of content she collected, arranged and created to build awareness, she could not only increase the number of interested buyers but also stimulate desire for the lifestyle her listing offers.
1194 Union St: Inbound Marketing in Action
While we knew there were people interested in owning a turn of the century Townhouse in Crown Heights that didn’t mean 1194 Union St was on their radar.
So we knew we couldn’t just rely on advertising on Zillow, StreetEasy or New York Times to get the word out.
And we certainly couldn’t rely on the list of buyers we kept from past sales of similar properties we sold in the neighborhood.
We had to build awareness online fast to get the outcome our client wanted.
Taking every …
- photo we shot
- descriptions we wrote
- neighborhood facts we knew
- nostalgia about its location we heard about
- historical facts about its architecture
- and a story about the lives lived there,
After a 4 week lead up, where we teased it was “Coming Soon” everywhere we posted online, we saw remarkable results that drove visitors to our website the day we bought it to market
On Sunday, February 21st 2016, we bought 1194 Union St to market and saw 919 people visit our website to learn more about this townhouse in Crown Heights.
And in the days to follow, we saw nearly 800 more visitors do the exact same thing.
We knew where most of our visitors would arrive from because we knew where they spent their time online
What all that activity did for our real estate listing
Our campaign made 1194 Union St one of the most visited pages on our site that day.
It also bought exposure to other listings, which meant we didn’t have to do any advertising to get them seen.
But the aim of our campaign wasn’t to get the most traffic to a listing on our website.
We wanted people to request more information about 1194 Union St so we could start showing it that week.
Based on our experience, we knew the best buyer prospects won’t wait for an open house to see a home.
They want to get in before the competition so they can avoid a bidding war for a home they want.
And on the day we bought 1194 Union St to market, this is how many requests were made;
Could you do the same thing with your listings?
I’m no marketing expert.
It took a lot of trial and error to get our inbound marketing campaigns to work.
But that was because there wasn’t a single resource available that could explain the steps I needed to take.
Thanks to Tierra Wilson, our members have the expert guidance to implement inbound marketing in their businesses.
It’s time you use the social web to close faster, list stronger and grow your income.