Building a Marketing-Based Real Estate Business
In today’s episode of Live UNREAL, we’re diving into building a marketing-based real estate business, and how to master online marketing and social media channels. Jeff is joined on stage by Greg Erlanger, who has done a fabulous job building a business that’s driven solely by marketing. Greg is the co-founder of the #1 real estate team in Ohio, and in this one-on-one interview, he showcases his marketing prowess, discusses the most important channels agents need to be paying attention to, and the 22 aspects that need to be part of every agent’s marketing arsenal. You’ll also learn: How Greg went from 500 to 1,300 units by leveraging marketing Why hyper-local niche websites were so instrumental to Greg’s marketing success How to make sure your website appears on the first page of Google’s search results The power of likability and authenticity Quotes You can have the sexiest website in the world, but if it doesn’t have good SEO it’s not showing up on the first page of Google. -Jeff Glover You can’t not go into the marketing realm, not if you want to stay in real estate for the next 10-15 years. -Greg Erlanger Key Points Greg decided to get into a business partnership because he was thinking like an entrepreneur, not just a salesperson. Most solo agents wouldn’t choose to take a 50% pay cut, but Greg realized that getting into business with someone else would allow him to go and grow further. The flip-side of taking that pay cut is that you get to double your abilities. Build your marketing around something you’re passionate about. That’s the only way to stay consistent. Discipline can only take you so far. If you’re passionate about something, that’s what will keep you up till 2am working on it. The 22 Parts of an Agent’s Marketing Plan Develop your why, mission and unique value proposition Create your brand identity, logo, slogan, trademark, and patents Brand marketing plan which includes a SWOT analysis (strengths, weaknesses, opportunity and threats) Identifying audience targeting Lead generation marketing plan Marketing tools and third party resources Website landing pages Seller and buyer value proposition and promotions New construction and development marketing Database marketing formula Leveraging vendor marketing Online lead sources Agent to agent referrals Online referral sites and past client reviews Institutional and promotional and direct and indirect Content creation and marketing message The best video techniques and copywriting Radio, TV, billboard, and OTT marketing Print, direct mail, and farming Recruiting marketing and building a brand within a brand Social media marketing Drip campaigns, emails, text and CRMs