Misconceptions and Questions You’ll Uncover During this Episode:

Misconceptions

• Digital Marketing is Enough 
• Direct Mail is Outdated and Doesn't Work
• One Mailing Should Suffice to Generate Results
• I Gained Market Share and Don’t Need to Market Any More
• The Quality of Photography Doesn't Matter in a Hot Market
• Reducing Your Marketing Efforts as Market Slows

Common Questions

• How do I Know if My Marketing is Working?
• How to Improve the Results of Direct Mail? 
• How Often Should You Mail to Be Effective?
• How do I Stand Out During a Listing Appointment?

Important Episode-Related Links:

• Official Website — REAL Marketing
• Tobe Agency - Real Estate Website Service

Topics and Questions You’ll Uncover During this Episode:

• Why breaking into luxury is a solid strategy despite changing market conditions
• How to Break into the Luxury Market without any Experience
• How to streamline your offline and online marketing materials to maximize ROI
• What to Feature on Your Community Website 

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Resources:

• Official Website — The Institute for Luxury Home Marketing
• Official Website — REAL Marketing
• Tobe Agency - Real Estate Website Service
• Andrew Hong - LinkedIn

Investing in Real Estate Is a Long-Term Play

When it comes to marketing, consistency is key. However, if you aren’t necessarily securing leads right away due to your marketing efforts, you may start to doubt whether or not your marketing campaign is even worth the effort (and cost).

Establishing yourself as the local neighborhood expert takes time. Once you determine the neighborhood that you want to farm, use a robust direct mail marketing campaign to help establish your presence in the community. This isn’t going to happen overnight, so it’s important to understand that sending one or two mailers and expecting a windfall of referrals is unlikely. You have to commit to at least one year of consistent outreach, and then you’ll find yourself in a prime position to assume your role as the local neighborhood expert.

In becoming the local neighborhood expert, it’s important to know everything you can about the community, even if you haven’t sold a property there before. Like Lisa did, familiarizing yourself with recent sales within the neighborhood, interesting facts about the community, and even details pertaining to the quality of the local school system can all go a long way in helping build trust with a buyer or seller. Remember, it’s important to position yourself as the go-to resource for all matters pertaining to real estate in your particular market. Once you’ve established yourself as a trustworthy, knowledgeable authority, you’re well on your way to solidifying your role as the local neighborhood expert.

Topics and Questions You’ll Uncover During this Episode:

• Why Investing in the Right Type of Marketing is Critical in Real Estate
• How Can a Direct Mail Campaign Help You Become the Local Neighborhood Expert?
• Why Consistency is Key with Real Estate Marketing Campaigns
• How to Prepare for Real Estate Listing Presentations

Important Episode-Related Links:

• Official Website — Lisa Groth
• Connect with Lisa Groth on LinkedIn
• Official Website — The Institute for Luxury Home Marketing
• Official Website — REAL Marketing

Always Double Down on Marketing That Works

When it comes to successfully marketing yourself as a real estate agent, you always need to have a plan. Sure, it’s easy to try out the latest marketing technique, but if you’re doing so without a clear marketing plan in mind, you’re not going to as effectively produce results as you may have wanted. Plain and simple, don’t just try stuff to try it — only implement it if it fits into your current marketing strategy and will improve your overall footprint as the local neighborhood expert. And on the flip side, if you are currently utilizing a marketing strategy that’s yielding positive results, keep doing it, and try figuring out a way to do more of it if possible.

What Do Real Estate Clients Want?

Always keep in mind what your clients are looking for. You need to appeal to the topics that they’re interested in learning more about, and tailor your marketing campaign efforts accordingly. Whether you’re new to real estate or an experienced veteran, always remember to anticipate what your clients want, have thorough answers prepared for the related questions they may ask, and constantly work towards strengthening your relationships with them.

Topics and Questions You’ll Uncover During this Episode:

• Building Better Relationships With Clients and the Law of Attraction
• How to More Effectively Market Your Real Estate Designations
• What is the Number One Concern of Both Luxury and Non-Luxury Homeowners?
• The Benefits of a Well-Designed Real Estate Market Report
• Advice for New and Seasoned Real Estate Agents

Important Episode-Related Links:

• Official Website — Sean Casilli and Alice de La Penha
• Subscribe to Bay Real Experts on YouTube
• Follow Bay Real Experts on LinkedIn
• Official Website — The Institute for Luxury Home Marketing
• Official Website — REAL Marketing

“If you have a plan that works, just repeat it.”

If you don’t take anything else away from this episode, remember that phrase when it comes to your real estate marketing strategy. Sure, there are tons of “silver bullet” marketing strategies out there being heavily promoted to real estate agents, but the majority of those strategies promise results that typically sound too good to be true.

And guess what…they are!

Building up your network and continuing to market to that network are the key to a steady stream of listings and new transactions. By continuing to play the role of neighborhood expert in any given market, you’re actively making it known to all buyers and sellers of that market that you’re available to partner with them for their real estate journey.

And the best way to stay in contact with potential buyers and sellers in your market?

Direct mail marketing. If you’re looking to gain market share and establish yourself as the go-to real estate agent in your area, a well-crafted direct mail marketing campaign should be the foundation of your strategy. Listen as David and Dan discuss best practices for successfully working towards gaining market share (and more leads) regardless of whether you’re just starting out in the industry or already have years of experience under your belt.

Topics and Questions You’ll Uncover During this Episode:

• Why Name Recognition Is So Invaluable When It Comes to Establishing New Leads
• How Investing in Your Real Estate Team Is a Critical Component of Any Successful Operation
• What Should New Agents Focus on When They’re Just Starting Out?
• What Should Seasoned Agents Focus on to Take Their Real Estate Presence to the Next Level?
• How Direct Mail Marketing Helps You Become the Local Neighborhood Expert
• Why Variable Data Is a Game Changer When It Comes to Direct Mail Marketing

Important Episode-Related Links:

• Official Website — Dan Conway & Associates
• Connect with Dan Conway on LinkedIn
• Official Website — The Institute for Luxury Home Marketing
• Official Website — REAL Marketing

Direct mail marketing is still one of the most effective ways for real estate agents to reach their target markets, establish themselves as authorities in those markets, and consistently gain market share en route to becoming the local neighborhood expert. In order to effectively level up your business, you always need to be willing to change your thinking about what does and doesn’t work, and fine tune your process accordingly.

Topics and Questions You’ll Uncover During this Episode:

• Why Is Becoming the Local Neighborhood Expert So Important?
• How Committing to Print Materials with More of a Luxury Feel Will Bring Greater ROI
• The Benefits of Always Putting Your Best Foot Forward with Personal Branding
• Why Should Your Internet Presence Be All About Validation?
• Growing Your Personal Sphere with Direct Mail Marketing
• The Do’s and Don’ts of Real Estate Marketing

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Important Episode-Related Links:

• Connect with David Collins on LinkedIn
• Official Website — The Institute for Luxury Home Marketing
• Official Website — REAL Marketing

David and Wayne discuss what it takes to be successful in the luxury residential market, and how meticulously researching target markets is the key to consistently growing your neighborhood market share. They also highlight the importance of partnering with both the right brokerage and marketing firm to help you most effectively accomplish your desired goals (both short-term and long-term).

Topics and Questions You’ll Uncover During this Episode:

• Why Picking the Right Brokerage Is So Important
• What Is Real Estate Farming and Why Is It So Beneficial?
• What Does It Mean to Speak the Language of Luxury?
• How to Expand Market Share in Your Respective Neighborhood
• Why Wayne Values Working with REAL Marketing

Important Episode-Related Links:

• Official Website — Idaho Luxe®
• Connect with Wayne Peterson on LinkedIn
• Official Website — The Institute for Luxury Home Marketing
• Official Website — REAL Marketing

David and Lucio discuss the luxury market, the importance of consistently marketing yourself, and why staying top of mind with potential clients in your real estate network is so critical to your success.

They also highlight the top concerns of real estate sellers, which include the agent they choose to partner with…

1. Being the local neighborhood expert;
2. Regularly and effectively communicating with them
3. Having the proper know-how and internet exposure to market a home

Topics and Questions You’ll Uncover During this Episode:

• Is the Real Estate Market Returning to Normal?
• Why Partnering with The Institute for Luxury Home Marketing Is Beneficial
• The Importance of Having High-Quality Print Materials
• How Real Estate Marketing Has Shifted (and Stayed the Same) Over the Years
• Using Monthly Market Reports to Effectively Market Yourself
• What are the Top Concerns of Sellers?

Important Episode-Related Links:

• Official Website — Bernal-Smith Group
• Connect with Lucio Bernal on LinkedIn
• Official Website — The Institute for Luxury Home Marketing
• Official Website — REAL Marketing

Welcome to REAL Marketing University, with David Collins, a podcast series designed exclusively for real estate agents who are looking to dominate their local market.

Hosted by direct mail marketing expert David Collins, each episode teaches listeners why becoming the local neighborhood expert in their respective markets is so important, how direct mail plays a critical role in the process, and why a shift in mindset is needed to truly outperform the competition.

SPOILER ALERT: Your direct mail marketing efforts — whether they’re postcards, property brochures, or real estate market reports — are incredibly critical pieces of your overall marketing strategy, and your digital presence helps marry together these real world marketing efforts with your digital footprint to make for a validated, more complete user experience.