Everybody knows fish tend to swim in schools. The same is true with buyers. 93% of buyers search online, so knowing where they are and how to reach them is integral today. Targeted marketing attracts schools of online buyers.
This past month we’ve held some open houses. We had one 3 weeks ago and 45 people showed up. Last week we held one and 40 people showed up. The lender who agreed to sit with us and help pre-qualify buyers who might need assistance was amazed. He said he’d never seen anything like it. He went to 6 open houses last weekend and none had that kind of traffic but ours.
We’ve developed a particular set of skills that finds specific buyers and brings them to your door. We are targeting buyers, and they love it. We asked each buyer who came through how they found us. Many said the open house popped up on their phone, while others said they saw it online. Were they mad they saw one of our ads? Heck no, they were glad, and they acted and showed up.
In any advertising, you must target the right people, with the right message, at the right time. If you fail at any of the three, you’re missing opportunities. It’s not about how much you spend. While it is true we spend more than other agents, spending alone won’t bring buyers.
There is blanket advertising and targeted advertising. Advertising in the Super Bowl might cost $5 Million and blanket the US. Sure it would attract attention for about a minute. Targeted advertising hits the right audience, when they’re ready to purchase, with the right message.
First you must have a great page to send them to. It must have compelling content, and either a call to action or a benefit to going there. You can see from last week’s online ad there is compelling content with photos if you’re a buyer looking for such a home. Our open houses generated 1,355 views of our two properties.
Targeted Marketing Attracts Schools of Online Buyers
Secondly, we chose buyers looking to purchase with the exact interests of each home. We separated the buyers into different audiences so we could tailor each creative ad to each set of buyers. We ran ads to 5 separate groups, and each group performed well. Our Click-thru rate was over 15%. This means that over 15% of people that saw the ad clicked on the ad. The ad itself was engaging and was worth customers spending their time on. The industry average is less than 2%.
Targeting worked. I’ve heard people say they don’t like targeting. We also put up open house signs on the road. Those signs target people driving by. Newspaper ads target readers for products and services. Online ads are no different. In fact, most people like it better because hey get to see ads for things they like or are interested in.
This is one reason why For Sale By Owners stand little chance of selling their own home. They’re not reaching the whole market, and when you limit your market you limit the price you’ll get. Imagine selling an item at an online auction. If you have one bidder, you’ll get a certain amount. What if you had 1,000 bidders? Do you think you’d get a better price?
All Realtors are not the same. It makes a difference which Realtor you hire. We use both blanket marketing like newspaper, video, postcards, etc as well as online targeted ads on Google, Bing, Yahoo, Facebook, and more. We corner the market. Hiring the wrong Realtor could cost you thousands!
Always call the Ellis Team at Keller Williams 239-489-4042 to get your home sold fast and for top dollar, or visit www.LeeCountyOnline.com
By the way, we have two open houses this weekend in Reflection Lakes. See our ad in News Press Homefinder, or find them at www.Facebook.com/Ellisteam
Good luck and Happy Home Selling!
Ellis Team Open Houses
Open Sunday 1-4 PM
Reflection Lakes $215,000
Affordable Living in SW Florida
Open Sunday 1-4 PM
13624 Gulf Breeze St Pool Home $275,000
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2017 SW Florida State of the Market Report