Real estate was once sold through agencies only, and then we started seeing magazines in supermarkets listing the week’s newest properties and pending properties. Classified ads in the newspaper were also taken out.
And these were the main avenues for sales.
Then came the Internet. Databases have allowed real estate agents to start marketing to an entire locale, and beyond, from the Internet. The evolution has been interesting, but now we’re finding that less than 1% of people purchased real estate because of a newspaper advertisement and 51% made a purchase because of the Internet.
Real estate agents have had to evolve to market their properties online, and this has meant:
1. MLS Listing Sites and Databases
Agents rely on major real estate listing sites to promote their properties. This will cut into their overall profits, but it’s a must in today’s digital world. You can search on Zillow for a Myrtle Beach condo and come up with hundreds of listings from every agent in the Grand Strand.
Realtors are required to post these listings – many homebuyers will find their property on these portals.
2. Photos and Videos Have Evolved
Pictures and videos increase sales, and agents have had to start taking their own pictures and learn how to properly edit these pictures. The key is to be able to create the perfect “image” of the property.
Online buyers expect to see these pictures and videos before making a purchase.
And it makes sense. Realtors that neglect this very important part of selling a home are seeing their listings take longer to sell.
3. Social Media Has Become Part of the Job
Real estate agents have to build their own personal brand, and they’re taking to social media to do this. Whether it’s Twitter, LinkedIn, Facebook or Instagram, real estate agents must be active and let their entire network know what services they offer.
Social media, especially Facebook and Instagram, has become a vital area of marketing.
We’re seeing agents:
- Post entire listings on Facebook
- Post images and videos of properties on Instagram
Social media, especially when visual media is used, can help propel home sales further. It’s a medium that has become one of the best ways to make sales, but the agent has to be active and post often.
Promoting all properties that the agent is trying to sell will take a lot of time, but it’s a necessity.
4. Personal Branding is Increasingly Important
Personal branding has become important because sellers and buyers want to work with someone they know and can trust. Agents have to engage in personal branding to try and build their brand.
Branding will allow for a person to build their image and trust within the community.
And it works very well.
When agents brand themselves, they often:
- Create their own personal website
- Write on popular real estate portals and blogs
- Promote on social media and build their following
Personal branding is key to success in many businesses, and most importantly, continually promotes their brand.