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Archive: June 2015

Help for Realtors: Using Marketing Tools to Generate More Offers

The real estate market, like any market, is governed by supply and demand. For a seller bringing their home to market, it’s all about creating demand for that unique home; for prospective homebuyers, it’s about having enough homes and enough variety to choose from. It’s simple economics.   What’s not so simple, however, is creating demand for singular components of the market: or, in layman’s terms, generating interest in a home as it relates to others on the market. If a home you’re trying to sell is put side by side with other, similar homes on the market, what’s going to make people choose it over another that might be just like it with a more flexible price point? It’s something that every realtor has to think about and overcome if they’re going to help their clients succeed.   Distinguishing a home starts with understanding the power of vertical marketing within the real estate niche and utilizing the right advertising mediums to generate better bids for potential buyers.   Multi-channel advertising to bolster your home’s image   How do people search for homes in today’s day and age? Most people head online to their favorite real estate hub. Some people still buy the paper for the classifieds section. Some people visit a real state office. No matter where they go to get information about available real estate one thing remains certain: if the information about a home isn’t accessible through the channel they’re visiting, they’re likely not going to know about that home.   This is what makes multi-channel real estate marketing so valuable to you as a realtor. By utilizing every vertical channel within the real estate market to leverage a home, you can target a wider audience, cast a wider net and reel in a buyer that’s going to pay the right price for the home you’re helping to sell.   But multi-channel marketing isn’t always easy and it takes the right tools and materials to not only reach everyone, but to entice people that you do reach. In short, the home you’re pitching needs to be appealing, accessible and worthwhile for anyone who might be interested.   Utilizing the right materials   Generating interest in a home in every available marketing channel comes down to having the right materials at your disposal and a message that prompts people to act. Take a look at a few of the modern marketing methods good realtors use to help boost the value of their clients’ properties:
  • Online advertisements: By utilizing geo-tagged keywords, buzzwords and appealing imagery, realtors can create targeted online ads that funnel online users to your home’s web listing.
  • Postcards: Postcards are by no means an antiquated form of advertising and are actually making a resurgence in the real estate marketing niche of all places! By coupling intriguing postcards and appealing messaging with targeted lists and every door direct mail (EDDM) campaigns, realtors are able to get the word out about your home to people who are actively looking to pull up roots and set them down elsewhere.
  • Email templates: A good email goes a long way when it comes to generating interest in your home, simply because an enticing email can open the door to all forms of interaction with your home’s online listing. Link it to the listing, hyperlink your phone number, enable email responders, etc.—these options and more will get people interacting with your listing so that you can field offers in real time.
The above materials and more are just basic examples of how a realtor who understands the marketing verticals of the real estate market can generate more interest and more offers in a home. And, the best part is that with each new, interested prospector you reach, you’ll be able to leverage another offer into the value of a home, driving the market price up, rather than settling as it goes down.   Generating better offers   It’s not enough to just get people interested in a home—you need to truly sell the value of that home if you’re going to hook a potential buyer at the right price. To this end, it’s important to understand the tools and materials can be utilized in the latter half of the selling process: when people are actively considering the home you’re selling versus other options on the market. Take a look at just a few simple ways to distinguish a home with the right materials:
  • Video tours: With a video tour in your repertoire of marketing materials, potential buyers won’t even have to leave their seats to see what a home has to offer. These tours can give people a basic glimpse into a home and generate excitement before a showing, to up the “wow” factor of the real thing when they finally come for an open house or walkthrough. It’s a nice primer that often lends to the value of the home, driving up the perceived and actual value.
  • Slideshows: The more you can show someone about a home before they visit, the more reasons they have to visit. Slideshows, like video tours, are a great way to give people a glimpse of the home before they visit. Giving people pictures of the interior and exterior can get them thinking and envisioning themselves in those areas and slowly, people get attached to these homes. All of this leads to concreteness when it comes to maintaining the home’s market price!
  • Restoration photos: If you’re pitching a home that has had work done, showing before and after pictures really ramps up the value. People like to see what they’re getting for their money and what better way to show them than what could have been! Whether it’s new moldings, restored floors, a finished basement or something else, giving people a true peek into the upgrades that have been made to a home can really cement the asking price at a higher level.
If you’re a realtor carving out a place in the marketplace, make sure you understand multi-channel marketing and the materials to execute it properly. Speak with an AlphaGraphics professional today about getting the superior, high quality materials you need to succeed at vertical real estate marketing! Read article →

Physician Marketing: Using the Right Messaging and Medium

Being a private practice physician means having a steady stream of new clients coming through your door to make sure you stay in business … however this can be hard when your business is healing your clientele so that they don’t need your services on a regular basis! And while there will always be illnesses driving your patients back to you at some point or another, having the ability to self-market means not having to wait for the next flu outbreak to see people in your waiting room.   But how exactly does a physician advertise themselves to new patients? Or, better yet, how does a doctor advertise to someone who isn’t sick? It all comes down to smart marketing: having the right message and the right medium.   The right message   Whether they realize it or not, people need healthcare at times—not just when they’re sick. Physicians understand this better than anyone, which makes it an important message to communicate. Marketing with this aspect in mind, it becomes easier to target new and returning patients with calls to action that will prompt them to pick up the phone and schedule a visit.   As any marketing professional will tell you, communicating with the customers you have is far easier than getting the attention of those you don’t—this is an idea that’s also true when it comes to marketing to your existing patient database. Take a look at a few calls to action that can prompt your existing patients to step on into your office:   1 - It may be summer now, but the new school year is right around the corner—meaning immunizations and checkups are a priority for kids during the summer months. Scheduling an appointment today means not having to wait in a crowded waiting room come fall. 2 - Summer sports season is upon us, which means physicals are in order for most participants. Having your child come in today for a physical will ensure they’re in tip-top shape to hit the field running at every big game. 3 - Allergy season can be a huge pain—especially if you don’t have the right medication to deal with major allergy attacks. Scheduling an appointment with a physician means accessible relief during peak allergy season.   The list goes on and on with seasonal and topical reasons to visit the doctor. Tapping into any of these reasons to bring your existing patients through the door starts with smart marketing and the right message.   But what about new patients? How can you reach out to new people to make your office the destination for doctor visits, as opposed to another private practice? Take a look at a few trends that make for great messaging when targeting new clientele:   1 - “Having trouble getting an appointment at your usual doctor’s office? Come to XYZ clinic where we always have time to focus on your health!” 2 - “Looking for a whole new level of patient care, from physicians who are comforting and personable? Come to XYZ clinic!” 3 - “Feeling a little under the weather? XYZ clinic is here to help you get back to feeling bright and sunny!”   As you can see, being able to leverage a better quality of care, more personable atmosphere and a penchant for delivering results can be enough to sway prospective clients away from other practices… but only if you’re diligent in reaching out to these people through the right marketing means!   The right medium   The right marketing message is nothing without the right medium and when it comes to physician marketing, tapping into the verticals is absolutely the way to get your message out there. What verticals? Take a look at these basic few outlets that should always be considered:   1 - Direct mail: Postcards and pamphlets are critical pieces of a physician advertising campaign because they’re tangible pieces of information that a person can keep to remind themselves of their need for a doctor visit. Whether it’s a call to action that brings them through the door today or a passive sell that sticks in their mind the next time they encounter a situation, having that tangible reminder is going to ensure a conversion. 2 - Email: With most people operating online today, email is the quickest and by far the most interactive way to reach your audience. From linking them to appointment scheduling pages online, to enabling smartphone call links, to pushing traffic to splash pages on your website for certain procedures, all it takes is a single email to get people engaged with their physician’s offices. 3 - Business cards: Business cards represent a bridge marketing material that can be paired with just about any other to facilitate a sense of professionalism. Having a business card from their physician helps people to feel more connected and in the case of an emergency or any other medical situation, that business card could be the tool that separates a visit to your office from a visit to some other physician.   These basic examples, when paired with the right messaging, can have a profound effect on the flow of your patients. From encouraging more frequent visits to creating demand for medical care through topical subjects, the right marketing message in the right medium is what many physicians need to keep the pace of their waiting rooms steady throughout the year.   If you’re looking to increase exposure and connect more with those patients you’re not seeing as often as you should be, take the next step to marketing yourself and let AlphaGraphics help. We’ll worry about your marketing while you worry about the health of every new and returning person who steps through your door. Read article →