whe Ellis Team has come up with some advanced real estate marketing techniques that are working for our clients. One of the advantages of working in the real estate industry for 40 years is we’ve gotten the chance to learn what works in changing markets. The technology delivery systems may change, but the message and targeting remain the same.
Advanced Real Estate Marketing Techniques
One technique we use is one that has been stripped of other agents. Let me explain by telling a few stories, and the secret sauce. We have always been really good at finding buyers for our homes. One strategy we used was keyword targeting. We had a listing in South Fort Myers on a nice street. Every other home on the street was for sale and not selling. The last remaining owner called us and asked if we could sell theirs. It was about $800,000+ back in 2016.
We sold it in 13 days and everyone asked how we did it. We knew how much money someone had to make to buy a home, or how much assets they needed to pay cash. So we targeted the buyer online and it worked. Since 2016 DOJ has stepped in and said you cannot advertise to people based upon how much money they make because it is discrimination. Unfortunately, if someone doesn’t make a certain amount of money, the bank won’t lend them money.
In another instance, we had a listing in Pelican Preserve. We targeted buyers 55+ since you must be 55+ to purchase there. Obviously we cannot sell it to a 30-year-old because it is a 55+ community. We sold that listing. With the new rules, we wouldn’t be able do that either. This is where our advanced real estate mareting tecqniques come into play.
Real Estate Database
There is an exception to the advertising rules. We cannot use Facebook or Google databases to target ads that relate to housing, but we can use our own database. Over the years we’ve built up almost 17,000 people searching using www.LeeCountyOnline.com. We can see what areas they are searching in, and what price ranges they like, among many other fields.
When we list a property we can target those buyers. We do not have to rely on Google or Facebook who are under restriction by the DOJ. We can market to our own database and get our listing in the hands of those that are actually searching for that kind of home.
Lost in Search
With so many homes on the market, buyers get lost in search. All the homes kind of run together on Zillow and Realtor.com. If that’s all the listing agent does, your home won’t stand out. It gets lost. The Ellis Team on the other hand advertises our listings online directly to the consumer, bypassing Zillow and Realtor.com. Sure, our listings are still listed on all the portals, but that’s not what is selling homes today. A listing must be differentiated to stand out.
Differentiation is Key
Just like the job market, a home must stand out above the competition. Your home is applying for the job of being the next home for another family. We want to make it stand out, and what better way than to get creative with the advertising and get it in the hands of those who most likely want it. Remember, the message and targeting remain the same. We are simply using advanced techniques using today’s technology, combined with our expansive database, and powerful messaging to sell homes.
Thinking of Selling?
Thinking of selling? Perhaps you tried once and it didn’t work out? Always call the Ellis Team at Keller Williams 239-310-6500. Brett and Sande Ellis can sit down with you and discuss your options. We’ll be happy to talk to you about our Advanced Real Estate Marketing Techniques. Or visit www.SWFLhomevalues.com for a Free instant computer analysis.
See our Expert Q&A on SW Florida real estate answers.
Good luck, and Happy Selling!