Three golden rules for marketing success

With the average Australian seeing thousands of ads every day it's important to ensure yours resonate with your potential clients. The Media Coach Imogen Callister says to do that you need to forget the fancy bells and whistles and focus on "being human" and delivering authentic marketing that makes the prospect feel special.

Over the past 10 years, the number of tech companies serving the real estate industry has surged.

Every communication is now backed by a market-leading company, making us faster and more efficient with every property transaction.

But real estate is not about property. It’s about people.

It’s about delivering world-class client service and helping people through what is often the most challenging time of their life.

In 2023, with so much technology and communication tools at our fingertips, it is important to remember that you are humans first and agents second.

It’s almost as though the industry has come full circle. You have scaled so high and integrated so much tech that now it’s authentic communication that delivers better marketing results.

Here are my golden marketing rules to help you win market share and grow your business.

Golden rule 1: the more it looks like an ad, the worse it will perform.

Analyse the marketing your business puts out. Does it look like an advertisement?

Or does it look like a direct communication to the receiver? 

The average person in Australia sees more than 5000 ads a day, which means our brains are becoming more trained and savvy to ignore that style of communication.

Take a look at the last one you sent that was designed to prospect or market your area – does it look like an ad, or does it look like direct communication?

If it looks like an ad, I can guarantee it will end up in the unsubscribe list or, even better, the spam folder. 

Instead, try writing a nine-word email that’s addressed to the receiver.

If it looks like plain text written to your potential prospect, I can guarantee you, you’ll get much better results than a styled email that looks like an ad.

No one likes spam in their inbox or mailbox.

Be a human and make it look like it’s directly written to the receiver, even if it is marketing!

Golden rule number 2: does your marketing contain all the information?

There is no reason for someone to contact you if you provide them with all information. 

Yes, of course, your property listings on the property portals need to look appealing, captivating and include great information on the home, but other communications, such as pre-market text messages and direct letters, need to be more of a tease or a property preview.

This will drive more enquiry to your business and increase your number of transactions if you manage the enquiry well. 

Golden rule number 3: does your marketing contain a question?

It blows my mind how many communications come out of a real estate office that don’t contain a question.

Why would someone respond to your marketing if it doesn’t have a question for them to answer?

Social media and property portals generate hundreds of leads for you every year.

But when you respond to an enquiry, do you just answer their question, or do you ask them a question as well?

For example, a property enquiry should always finish with a question such as, ‘I’d love to help you with your property goals. Are you researching the market to buy? Or are you researching to sell?’ 

Every form of communication or marketing – should have a question. 

The more questions you ask, the more likely you are to engage your next potential client. 

I work with some of the most elite agents across the country, and they make every buyer and seller feel as though they are the most important client they’ve ever worked with.

When it comes to your marketing, do the same.

Stop making your potential clients read another marketing letter and make them feel as though it has been created especially for them.

You will get much better results.

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Imogen Callister

Imogen Callister is the owner of The Media Coach.