Creating a Marketing Message

One of the most important real estate marketing tools at your disposal is a marketing message that targets your specific audience. The message should have three goals: (1) to anticipate the prospect's needs; (2) to position your business as the perfect solution to those needs; and (3) to motivate the prospect to hire you. A well-crafted marketing communication is the foundation upon which to build content for all your real estate marketing materials.

Develop a strategy

The first step to carving out a successful strategy is to identify your target audience, the people you want to reach. Your message should show compassion for the problems they face. Homebuyers want to know that realtors are smart enough to buy and sell homes in any market and care about their specific real estate needs. Whatever your message, make it unique, because it separates you from your competitors.

The second key to crafting a compelling marketing message is offering a solution to the problems that your market faces. Let them know that you'll go the extra mile to help them get results. Focus on your specific techniques that work. Also, keep your energy positive; an enthusiastic attitude, and a message that focuses on results, naturally draws clients to you.

The third step is to share your successes with your prospects. Using testimonials is a proven real estate marketing tool. Include the name and occupation of the person who you're quoting-the more information you can offer, the more legitimate the statement.

The fourth step is to depict your message graphically, so that the image is part of your real estate marketing online, and all brochures and direct mail pieces.

Finally, take advantage of every opportunity to get your message out. A casual question like, "What have you been up to lately?" can be your conversational entry into describing your services.

Turning leads into customers is what real estate marketing is all about. An effective marketing message makes that transition possible. Think like a leader, and leads will regularly get you to the closing table.