PAULA'S SOUTHAMPTON BLOG: HOW DO YOU MARKET YOURSELF IN TODAY'S CHAOS??

HOW DO YOU MARKET YOURSELF IN TODAY'S CHAOS??

HOW DO YOU  MARKET  YOURSELF IN TODAY'S CHAOS??

We are in a shifting real estate market in most parts of this country---Our customary ways of doing things may not even work anymore. We don't have the same ways of reaching the public as we once did...not so long ago!

So  many changes in social media at the moment are making it almost impossible to get the word out to those who we used to be able to reach in a nano-second.  Facebook has lost its appeal to many who are fearful of abuse in the personal information arena. Twitter has a problem right now as well and although you may not use Twitter for advertising, it is symbolic of the disintegration of social media, right before our eyes!

The public, it seems has become so wary of ALL social media that we are witnessing a ".com" moment according to some in the world of finance. The stocks of these giant social media platforms are racing to the bottom as FB lost upwards of $190B in value this past week!

PREDICTING THE FUTUREA SHIFT HAS TAKEN PLACE AND WE DON'T KNOW WHERE IT IS TAKING US

So, we all now know that the Internet as a whole is in flux right now. What it means is far from easy to tell. 

I can see that the likes of Z, T and R have all been struggling to get their share of  $$ from agents who no longer feel like they want to sink thousands of dollars into a system that is not functioning as well as it did just 3-4 months ago. How does one keep feeding the monster if it is not generating what it did in the past? And it is not getting any better from I have read on Bloomberg today: "The US Housing Market Looks Headed for It's Biggest Slowdown In Years"

Jonathan Miller is the accountant for Douglas Elliman and his brilliant "Housing Notes" newsletter is something I rely on week to week for up-to-date real estate information. He is stating the obvious: Prices MUST adjust before we see an improvement in sales...and that goes for most places in the U.S.

I HAVE A NEW APPROACH THAT IS OLDER THAN DIRT

It has not been easy but I have learned that the more physical contact I can get with the public the better off I am in terms of being remembered. I hand out cards and give a point of personal acknowledgement to each and every person I come in contact with--And they do remember me! This one simple thing is making a difference for me--this and all the other things I did many years ago to get my business rolling again. 

"I can't seem to get my business going"-- "I'm not doing enough business!"; "I  just lost another buyer to another agent!"; or "I lost another listing to another agent!"---

The truth is, they lost these clients/customers to those who are doing the right things!

I am NOT an expert; just someone who has learned the ropes---through ACTIVERAIN and years of experience, and keeping an open mind to marketing ideas! The single most important thing I have done is "catch up!"....If you  haven't been on top of the latest ways to get your name out there in the real estate market, begin today to do those things!

Today's real estate market does not care if you are doing the right things---it does not care if you can't seem to get new leads from your current website. Most large companies could care less if you are blogging or if you are taking advantage of SEO on your profile and on your listings!..and the market for SURE does not care about whether or not your face showed up on Z,T or R!!!

Other agents are doing things you may not know about---learn what is out there for you to take advantage of.      

YOU ARE MERELY A FACE AND THAT IS IT IF YOU ARE ONLY USING ZILLOW !     

No one out there really knows who you are--At the most you are a face and profile that may or may not ever get read by the buying and selling public.

Paying to get your face shown where it does not necessarily belong is the lowest form of marketing! It really is a no-brain-er to pay a big company to put your face on listings--It's just a very risky investment because when the market goes south, where does your money go and what do you get for that investment? 

Creative research and in-depth knowledge about past markets will help you to see that you need to be out there in the real world doing the things that will get you attention---good attention, not questionable attention as you may get from the big websites that are taking your hard earned money!

CREATE A BUZZGOOD PUBLIC EXPOSURE IS THE KEY--IN PERSON OR IN PRINT!

But the more exposure, the better your chances of getting people to think of you for real estate. Make videos and Real Estate Shows---Those are easily shared on You-tube and Facebook....Create a BUZZ; be controversial!!

If print ads still work, do them; just pick your places CAREFULLY! Track your results and go by that the next time you want to spend money on a print ad...find the best exposure and always use your website URL for more exposure!

Also make sure you use the holiday time for publishing a print ad--that is when there is down time and therefore time for the public to pick up a paper or a magazine and read it--There you are! If you have the right tag line, a great property to advertise and a positive message to the public, it will work wonders!!

POSITIVE MESSAGES, INCLUDED IN PRINT ADS ARE MOST EFFECTIVE 

Use tag lines like: 

  • Now THIS is a real value! Make sure to see it before it is gone!
  • Here is an opportunity to own an ageless property; a home for generations to come!
  • How many times have you MISSED the property of your dreams? Don't let it happen this time!
  • Good price, great views and the BEST house on the Street! (or in the city, village or town)

This will give you an idea of how to properly get your positive message out there to the public--They will respond and they may just buy it!

Create your own website; especially if you work for a large company--this can expand your exposure and it gives you the right platform to present your blog or other reports and articles that are important to today's market. 

Write a newsletter monthly or bi-monthly with the latest news on your market---keep it short and to the point---easy to read is key! Send it to ALL of your customer/client base.You may even subscribe to a newsletter such as  "Housing Notes" as I show above...It is a treasure trove of information, and you CAN send it on to your client base or a customer you are trying to sell.

One of the best vehicles to use to keep in touch with your client/customer base is to email them a market report that has just been released. Make sure there is a headline that will grab their attention so that they don't just delete.

You can expound on the sales and inventory information as well, in your message or greeting. Keep it short and to the point and make sure you tell them you hope they are prospering!! 

KEEP UP!

Keep your name out there in front of people---anywhere you can and at every opportunity, include your website information.  ...And don't forget the tried and true: Signs, Open Houses, and anything else you have done in the past that works for you in your area! Open houses are good way to get public exposure--do more of them--advertise them and BE THERE!

Just remember that every agent right now is fighting over the fewer buyers and walking away from the overpriced listings that sellers are known to insist upon. Other agents ARE becoming expert at SEO (search engine optimization) in their ads and websites. Other agents ARE making You Tube videos and virtual tours......you NEED to be there doing that too. If you have not been doing it--start now to learn the ropes. Go for it! 

WHAT DO YOU HAVE TO LOSE???

 

 

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~          

                                     **ALL INFORMATION AND CONTENT IN THIS BLOG IS ORIGINAL TO PAULA I. HATHAWAY.  The views expressed herein are my personal views and do not reflect the views of Douglas Elliman Real Estate

 

Paula I. Hathaway, Senior Broker Associate, Douglas Elliman Real Estate

Southamtpon Village Real Estate Specialist since 1995;  Also Specializes in North Sea, Noyac, Water Mill and Bridgehampton, New York

Diamond , Gold and Chairman's Circle Awards; Top Producer since 2005

 

Click here to see my Hampton's website to see all my listings; please email me or call me for all your real estate needs in Southampton, Bridgehampton and Watermill:  http://www.elliman.com/paulahathaway

 http://www.hathawayhamptonhomes.com

MY REAL ESTATE SHOWS:

http://www.realestateshows.com/671362

http://www.realestateshows.com/671345

http://www.realestateshows.com/651587

http://www.realestateshows.com/flyer.php?id=654265

 

Comment balloon 16 commentsPaula Hathaway, REALTOR, LBA • July 17 2018 08:20PM

Comments

It really is not all that hard.  I just continue to do what works

Posted by William Feela, Realtor, Whispering Pines Realty 651-674-5999 No. (WHISPERING PINES REALTY) 3 months ago

The sky is falling! Talk to the people. My number one way to get business. Nothing high tech about that. Getting the foot in the door will allow you to show off all your stuff. Remember, most Sellers list, 70% of the time, with the first Realtor they speak with! So don't leave the house without the listing. 

Posted by Mike Kelly,CRS,CIPS, "One of Sonoma County's Natural Resources" (The MJKelly Team) 3 months ago

Hi WIlliam: Well, thank goodness because many are really stumped, I hear. I have several fellow agents who paid for leads for so long they have no idea what to do to get real buyers and real sellers to listen to them! We are heading to tough times so it is good that you are prepared!

Posted by Paula Hathaway, REALTOR, LBA, ...The Most Informed Agent In The Hamptons! (Douglas Elliman Real Estate) 3 months ago

Hi Mike: I hadn't heard that! When did you hear about the sky? All joking aside--Your advice is good, solid advice and many amongst us have not taken that approach. I still believe that we have the advantage over the agents who continue to pay for anonymous leads simply because we are physically present! Keep up your good work....

Posted by Paula Hathaway, REALTOR, LBA, ...The Most Informed Agent In The Hamptons! (Douglas Elliman Real Estate) 3 months ago

Morning Paula.

No need for a degree in mathematics, engineering, or a degree in anything for that matter.  The old tried and proven works the best.  Just get out there and meet people, knock on the doors and be seen

Posted by James Dray, Exceptional Agents, Outstanding Results (Fathom Realty AR LLC) 3 months ago

Hi James: You have it right! There is nothing that can replace face to face meeting and greeting people. There are places to go, to be seen and to see those with whom you can connect..Thanks for your input, James! 

Posted by Paula Hathaway, REALTOR, LBA, ...The Most Informed Agent In The Hamptons! (Douglas Elliman Real Estate) 3 months ago

Great blog. We arn't booking a 4 day trip to Cancun worth $1500.00. If we do it right we help people make lifetime or at least sizeable portion of their life and quality of life decisions. We won't be replaced by Z, T, or R because they aren't people; they are tech systems. While tech systems are great for research, not for sales. 

Posted by Cathy Criado, Making Real Estate Profitable (Criado Realty ) 3 months ago

Hi Cathy: Yes, we do! And those decisions are not easily made--the public deserves our personal attention and service. We are a powerful group as real estate agents and that always gives us the edge wehn any sort of competion comes along--Although I don't recall anything the size of Z,T and R coming along before, to try to destablize the profession! Thanks for your valuable input!

Posted by Paula Hathaway, REALTOR, LBA, ...The Most Informed Agent In The Hamptons! (Douglas Elliman Real Estate) 3 months ago

I like this post Paula. It's true we have to get out there - and make sure folks know who we are are and how to reach us. You knew "we" really are passionate about videos. It's a great way to establish connections and become the face of the marketplace. 

Posted by Debb Janes EcoBroker and Bernie Stea JD, REALTORS® in Clark County, WA (ViewHomes of Clark County - Nature As Neighbors) 3 months ago

Debb: Thank you for reminding us that videos are really one of the more effective ways to get your message out there. Whether a property ad, an informational video or even personal promotion--they really are the the best!

Thanks for commenting and for your valuable input!

Posted by Paula Hathaway, REALTOR, LBA, ...The Most Informed Agent In The Hamptons! (Douglas Elliman Real Estate) 3 months ago

Great article and great reminders of "KISS"  (keep it simple, Sweetheart - or stupid if you prefer)

 

Posted by Tara Mallane, Live where you play; love where you live! (Windermere Real Estate Sun Valley LLC) 3 months ago

Hi Tara: Hahaha! Yes that is right! Simplicity works best because there is less chance that the client/customer will feel manipulated--Right now that is what the public thinks--that we are all manipulating them to pay exorbitant prices just to line our pockets...The disatance that is put between buyers and agents on Z,T and R sites is off puting too and they end thinking they are working with the listing agent when they are not...They feel ripped off! Thanks for reading and commenting, Tara!

Posted by Paula Hathaway, REALTOR, LBA, ...The Most Informed Agent In The Hamptons! (Douglas Elliman Real Estate) 3 months ago

I have to agree with your #13 comment to this post, Paula! "The distance that is put between buyers and agents on Z,T and R sites of off putting too. . .They feel ripped off!"

Posted by Myrl Jeffcoat, Greater Sacramento Real Estate Agent (GreatWest Realty) 3 months ago

hi Myrl: You are so right--you see it the same as I do. We have a huge problem with perception when it comes to Z, especially. Z could care less if the public has a low opinion of the agents that show up on their site! Z is making a fortune off those agents so why rock the boat??? There is no reason to see to it that the public feels good about who they are relying on to make the largest purchase of their lives!! So not only have we been sold down the river by our brokerages, NAR and others who have stood by and watched as this whole fiasco developed...We have been sold down the river by Z, T and R as well!! We have every right to be outraged with the whole bunch!

Posted by Paula Hathaway, REALTOR, LBA, ...The Most Informed Agent In The Hamptons! (Douglas Elliman Real Estate) 3 months ago

Invaluable post to remind agents about the fundamental tasks especially in marketing that has delivered consistent results time after time. The key IMO is to target your market client and focus on helping them get what they want. I target 3 different types of clients and integrate my marketing time and efforts on certain days of the week to filter the suspects to prospects to clients.

Posted by Kimo Jarrett, Pro Lifestyle Solutions (WikiWiki Realty) 3 months ago

Hi Kimo: What a great strategy! I am sure it works fo ryou--I find that I spend such valuable time working with peope just find that they are not real--Here in the Hamptons, we gat lots of people who can never afford th ehouse here but they come and stay for 3-4 day sin a cheap rental and all they do is look at rich peoples houses!! It's a major trend right now!

Posted by Paula Hathaway, REALTOR, LBA, ...The Most Informed Agent In The Hamptons! (Douglas Elliman Real Estate) 3 months ago

Participate