QUIZ: Have you gotten lazy with your marketing?

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QUIZ: Have you gotten lazy with your marketing?

Take the following quiz to determine if you’ve gotten lazy with your marketing.

When was the last time you updated your social media profiles (not the post, but the actual profiles including cover photo, profile photos, and information)?

The answer should be D. It is recommended that social media profiles be updated every three to six months to keep them visually appealing and fresh. By regularly updating your profile, you can create more engagement with the following and show that you are actively present.

Lazy? A and C

It’s been over a year since I updated any information on my social media profiles.

Social media profiles? What are those?

Are you supposed to update them? My profile photo is over five years old.

I updated my social media profiles within the last six months.

What does your content strategy look like?

The answer should be C. It is recommended that real estate agents aim to post between two to five times a week. The best practice is to maintain a consistent posting schedule that is comprised of engaging and informative content that resonates with the target audience. This could involve posting tips and insights related to the real estate industry, highlighting new properties, providing advice, promoting upcoming events or sharing personal stories.

Lazy? A and D

I post only when I have a new listing or a just-sold property.

I don’t know what a content strategy is.

I post a rotation of content at least twice a week on all my social media accounts.

I post whenever I can remember to.

How often are you leveraging video and posting on YouTube?

The answer should be B. Real estate agents should post on YouTube at least once a week and use that content to boost engagement on social media further. YouTube videos are a great way to increase search traffic, connect with potential buyers and sellers, increase brand visibility, promote properties and generate leads. A video gives agents the ability to showcase a property in a more meaningful way and helps build credibility.

Lazy? A and D

Never, I don’t have time for that.

Once a week, I have a lot of insights to share.

Why should I post on YouTube? My buyers aren’t on YouTube.

Every so often.

When was the last time you attended an industry-specific marketing event or training session?

The answer should be D. Real estate agents should attend periodic marketing training sessions, as they can help improve their skills and stay current on the latest trends. While frequency depends on the individual agent and their goals, it is encouraged that agents attend at least one session per year. It’s essential that agents continuously assess their marketing strategies and adjust them as needed to serve their clients best.

Lazy? B and C

I don’t need additional training; I do what has always worked for me.

I haven’t attended one since before COVID.

It’s been over a year.

I attend at least one training session a year.

Are you regularly tracking your marketing metrics (website traffic, email open rates, etc.) and adjusting your strategy accordingly?

The answer should be A. It is paramount to consistently monitor your real estate marketing metrics to determine if your strategies are effective. The frequency with which you check depends on specific goals, but at minimum, they should be reviewed every few weeks, or at least monthly, to track progress toward the desired result.

Lazy? C and D

Yes, I consistently review the results of all of my marketing campaigns and make improvements.

I don't know how to check marketing metrics. I rely on my gut to change my campaigns.

I am not currently running any marketing campaigns.

I check them occasionally, but I don't have the time to improve my campaigns.

How often are you connecting with former clients?

The answer should be D, but B is also good. Real estate agents should strive to connect regularly with their past clients to maintain healthy relationships, stay informed about their needs, ask for referrals and remain consistently top of mind.

Lazy? A and C

I focus on new clients and don’t always make time for former clients.

Former clients love my monthly newsletters, my yearly mailed anniversary cards, and the semi-annual market reports they receive via mail.

I reach out to them at least once a year.

I have an automated sequence for all former clients to ensure that they receive emails from me regularly, which includes a phone call to check in and various emails.

How many emails are you sending a year?

The answer should be A. Email marketing is perfect for nurturing potential buyers and sellers and staying top of mind with existing clients. Buying or selling a home is a huge decision for most people; it can take months or even years for homeowners or would-be homeowners to take action.

Instead of hoping those clients will call, you should leverage email marketing to nurture your audience that will eventually be ready to buy. Real estate agents should not only have an automated email sequence for buyers and sellers who just completed a transaction, but they should also send a monthly newsletter- the email should position agents as experts and share the latest listings, upcoming events, and recent real estate trends.

Lazy? B and D

I send about 12 to 15 emails a year, excluding my automated emails.

I haven't sent an email campaign in over two years.

Emails don't work, so I don't send them.

I send about two emails a year.

When was the last time you actively marketed yourself?

The answer should be C. To excel and succeed in real estate, you’ll have to actively engage in marketing yourself. While you might think you’re too busy hustling to get new leads, your marketing strategy needs attention if you’re looking for a constant income stream. Remember to keep your marketing efforts focused on your target audience and unique selling proposition. The best return on your marketing efforts will come from consistency and focus.

Lazy? A, B and D

I let my broker do the marketing and lead generation.

It's been two to three years since I engaged in any marketing.

Every day.

I haven't had to do any marketing since the pandemic.

How often do you use direct mail marketing?

The answer should be C. Real estate agents who engage in direct mail marketing tend to be much more successful than their counterparts who are exclusively marketing online. In real estate, the combination of both digital marketing and direct mail marketing tends to yield the most significant number of leads. Recent research shows that direct mail outperforms digital marketing in real estate by 600 percent.

Of course, for direct mail to be successful, it must look professional, be consistent, include quality content and position the agent as an expert.

Lazy? A, B and D

I send direct mail at least two times a year.

Rarely. How much are stamps these days anyway?

Often. If farming an area, I send at least six direct mail pieces. I also send a quarterly marketing report to past clients, current clients and potential leads.

Whenever I list a home that has a high enough commission.

How detailed is your information for each listing description?

The response should be C. Writing compelling and informative home listing descriptions is crucial for agents; the quality of the listing description can heavily influence their decision to contact the agent and tour the property. A good listing description can drive up demand and sell a home more quickly and for a higher price. Every listing description should tell a story, highlight unique features and include a call to action.

Lazy? A, B and D

No one reads the description; I usually write two sentences.

The home will sell no matter what the description says.

Each listing description I write tells a story to allow prospective buyers to envision themselves in the home.

I summarize the specs for each listing because I have no choice but to include a description.

How many high-quality photos are you uploading for every listing?

The answer should be B. Online photos are the first impression; home buyers won’t consider a home if the photos don’t speak to them. Professional photography helps real estate agents sell listings faster and for more money. Virtual tours are also a must-have. It’s 2023; homebuyers don’t want to waste time visiting a home they aren’t at least 80 percent sure will work for them.

An immersive experience like a 3D virtual tour not only gives homebuyers a walk-through but it prevents you from wasting time giving property tours for a home that isn’t a good fit. Virtual tours are also great for busy homebuyers who might not be available during the day. Floorplans are a great addition to any listing as they allow homebuyers to understand what a home truly looks like.

Lazy? A, C and D

I want to get the listing up; I take a handful of photos with my phone and call it a day.

I upload around 20 professionally shot photos. Depending on the home size, it might require more. I also do a virtual tour for each of my listings.

Since the pandemic, I’ve listed homes with about five self-shot photos.

If I really want to get a listing up and I can’t get photos, I’ll use the photos from Google or old Zillow MLS photos.

When was the last time you responded to reviews on your Google Business Profile (formerly Google My Business)?

The correct answer is D. Every real estate agent should have a Google Business Profile, which helps prospective customers find them in search results. It also allows real estate agents to collect reviews and build credibility.

Real estate agents should ask for reviews and should actively respond to both positive and negative reviews posted on their Profiles as soon as possible. It is essential to acknowledge and thank clients for their feedback and also address any areas of improvement that may have been noted. For positive reviews, a simple “Thank you” is enough. For a negative review, it is important to apologize and explain the steps taken to ensure similar issues do not occur in the future.

Lazy? B and C

What is a Google Business Profile?

I respond, but sometimes it takes me months to get back to a review.

I don't generally get reviews via my Google Business Profile.

I respond within 24 hours any time I get a review on my Google Business Profile.

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