Real Estate in Review: Where Clients See Results

Steve Osborn

Co-Founder & Managing Director, Identity Marketing

If I had to estimate, I would say a good 80% of askers expect a one sentence answer that clearly defines a simple and foolproof approach. And I get it – short and sweet answers feel good, but only for so long. The issues at hand are complex, and these answers just don’t cover them. Marketing is a broad industry, covering more than many consider. It includes areas such as research, data and consumer behaviour, but it also encompasses deliverables such as social media content and print marketing.

In my time as Sales Director of Identity Marketing, I’ve come to recognise that those asking the question and expecting short, sharp and snappy answers, really want guidance because they sense their marketing lacks direction. Often they’re wanting to test the marketing waters themselves before they come to us. With all of this in mind, I’ve decided to share the three main things I see lacking in the marketing of those in the real estate and property industry.

This information is intended to give agents and agencies some footing to recognise the areas they may be able to tweak before taking their marketing to the next level. Without further adieu, here it is: the three (main) things I see people lacking in their marketing: authenticity, original ideas and consistency.

Let’s get one thing straight – I hate that authenticity has become a buzzword. I would say that nine out of 10 clients have struggled themselves with authenticity and the buzz surrounding the word does little to help. Authenticity really boils down to showing your true self, especially in your digital marketing which gives so many opportunities to do so. My advice to you, dear reader – stop intentionally hiding your personality and the things that you are interested in for fear of losing your audience, because this waters down who you are which makes your content vanilla and this is the opposite of authentic.

R&D is intended to stand for Research and Development, however it’s more commonly joked as being ‘Rip Off and Duplicate’ in many property circles. Jokes aside, using the ideas of another because it worked for them doesn’t mean it’s going to work for you, and it may actually be doing more damage than good to your brand. If you’re ready to challenge yourself and deliver original marketing, you should be leveraging your customers insights and making it feel as though you’re directly talking with them. Try doing that by ripping off and duplicating…

My final point is about consistency. Showing authenticity through original ideas once in a blue moon isn’t going to give you cut through. I cannot stress this enough, consistency is the key to marketing and the key to building trust – however it should be pointed out that the magic of consistency is a double edged sword. If your marketing isn’t of a certain standard and you’re delivering it consistently, you may be damaging your brand through negative assumptions by your market.

So give these a go, step up your marketing by ensuring you’ve got authenticity, original ideas and consistency covered. If you’re looking for a strategic partner to work with you on this, you know who to call – and it’s not the Ghost Busters.