Location, location, location just doesn’t cut it anymore in garnering interest in your real estate listings. Not only do social media and the Internet play a major role in attracting buyers, but PR, events and networking ― done the right way ― can lead to enhanced interest in a property, and eventually sales. At Fort Lauderdale- and Aspen-based public relations agency Durée & Company, we work with real estate clients such as high-end developers, real estate agencies, builders and more, and have the inside scoop on how to create the most exposure for real estate listings.
Following are 5 tips on how to gain exposure for real estate listings:
1. Social media: Content is king, so make sure yours is exceptional. Share your news across all social channels, including Facebook, Twitter, Instagram and YouTube. Videos always get great engagement ― give a tour of a home through Instagram Stories, Facebook Live or post a video that you took from a drone or cell phone.
Instagram Stories are a wonderful way to post things as they happen. You can share updates from an open house you are hosting, media in which you were featured, or an invite to an event you’re hosting in the future. Plus, IGTV has also changed the way users share videos on Instagram. IGTV is no longer limited to one-minute videos. You can post longer videos to your IGTV channel and have them live on your profile.
2. E-newsletters: According to Constant Contact’s most recent Average Industry Rates data, 58.89% of real estate newsletters are opened from a desktop and 41.11% are opened from a mobile device or tablet. The average open rate for real estate newsletters is 14.15%. Be sure to compare your open rate to the industry average as it varies by industry. Even if it may seem low, you may be right on track.
With e-newsletters, you can put all of your marketing info in one place ― be sure to include links to social media, dropbox links with images and marketing collateral. You can also give updates on sales, and send invites to events/open houses. However, don’t overload your subscribers with too many e-newsletters, so that it gets to the point where people are unsubscribing or people just delete your email without opening it.
3. Press releases: Draft releases for milestones like record sales, a celebrity tie to the home, and awards/recognitions. The press releases not only need to be drafted properly with a message that is appealing to media, but images are key. You must have high-res images to share with media, as that can often be a determining factor whether or not media will cover your news.
4. Events: Host events for agents/brokers. Brainstorm hot topics in real estate and host a lunch & learn for realtors. For example, “social media” is a hot topic in real estate, so you can reach out to other real estate professionals who have succeeded in this area to speak to the attendees about how to be successful on social media as a real estate agent.
You can also host events for potential buyers. Host open houses, but be creative so that your events stand out over other traditional open houses. A “Sunday Funday” with mimosas and light bites could be a fun way to increase foot traffic. As an example, a client of ours had a friend who was an artist. The artist wanted exposure for her paintings and our client wanted a unique event to draw in potential buyers. So, the artist came and set up paintings around the townhouse unit and the client offered food and drink for guests to enjoy, while also showing the unit to potential buyers.
Although this was a successful event for this client, you must think about your potential buyers and come up with ideas that would cater to them. Selling a townhome downtown may be a different demographic than selling a single-family home in the suburbs. Make sure you know who your potential buyer is before putting the time, effort and money into hosting an event.
Get involved with charity events, from galas to toy drives. Charity events are a good way to give back to the community you live in and also get to know the people in your community.
5. Network: Go out and meet people, hand out business cards, and get their business cards to send them info. There are so many community organizations to join, and you never know whose mom, brother, friend or coworker is looking for a new home. Networking is all about building relationships and the more people who see you and talk to you, the better the relationships will be and they may be more likely to refer your business in the future.
If you’re looking for an experienced PR, marketing and special events agency to help you with your real estate needs, please be sure to contact us. Call our Fort Lauderdale office at 954.723.9350, Aspen office at 970.452.2195, or email us at info@dureeandcompany.com.
About Durée & Company – Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale, Florida and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit arenas for local, national and international clients. Services include public relations, social media, marketing, content development, advertising, special events, branding, radio promotions and more. Durée & Company clients include well-known names in yachting, business, fashion, hospitality, travel, wellness and CBD, art and culture, nonprofit organizations, legal and professional services, and real estate. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, go to https://dureeandcompany.com/, visit Durée & Company on Facebook at https://www.facebook.com/DureeCoPR/, Instagram at https://www.instagram.com/dureecopr Twitter at https://twitter.com/dureecopr or YouTube at https://www.youtube.com/user/DureeAndCompany, or call 954-723-9350.
