Effective Real Estate Strategies for Attracting Buyers and Sellers

As real estate professionals know all too well, the property-buying market is constantly in flux. One way that agents and brokers can succeed in the ever-changing world of real estate is to attract clients by using highly effective marketing strategies.

For example, rather than relying on fairly generic and common forms of marketing like colorful flyers that only list local properties for sale with the basic “3B/2B, square footage info,” real estate professionals need to figuratively put themselves in the shoes of those who are looking to buy or sell a property and learn all they can about what makes them tick.

It is essential to use this knowledge about what clients are looking for and pinpoint pertinent real estate data that will allow you to create ad campaigns, marketing materials, and other forms of outreach that offer accurate information customized to your audience.

Let’s start by looking at some of the many factors that can motivate a buyer or seller, then get into the very real psychology behind your current and potential clients, and also examine why current data insights also play a pivotal role in this process.

Understanding Buyer and Seller Motivations

Granted, some clients who want to sell their homes are motivated by a relatively basic reason, like a job transfer to another state. In this situation, the client may wish to list and sell their home as quickly as possible.

In general, however, these rather cut-and-dried motivations are pretty rare. There's a plethora of more nuanced reasons involved with buying or selling a home.

For example:

• Someone may have just gone through a divorce and want to relocate to a family-friendly area that boasts outstanding schools and playgrounds, but it isn’t too far of a drive from the other parent.
  
  
• Current trends show an increase in people looking for an intergenerational home for themselves and their parents and/or grandparents. For instance, statistics from the Pew Research Center reveal that a quarter of adults aged 24-35 live in an intergenerational home. These clients may want separate guest quarters or a downstairs bedroom with an attached bathroom for older relatives.
  
  
• With more people working from home at least part of the week, clients often look for a property with a separate home office where they can get away from household noise.  

Being aware of these types of motivations that your buyers and sellers may have, including some of the more popular features in the homes and neighborhoods, can help you create more effective marketing campaigns to attract more clients.

Using a couple of the examples above, you could target those who work from home with an email campaign that includes properties with a dedicated office space, or you may wish to mail flyers that not only include photos of available properties but also include local school information and images of nearby parks.

The Psychology of the Current Real Estate Market

Both buying and selling a home is an emotional process for most people. Well-meaning friends and family have probably told your clients how buying a home is not only one of the most important decisions they will ever make, but also one of the most expensive. While their advice about buying and selling homes may be well-meaning, it might not work in your clients' particular situations.

And if you are working with clients who are selling due to an inherently difficult life change like a divorce, the process can be challenging for everyone.

To market as effectively as possible to buyers and sellers requires real estate professionals to understand the very real psychology behind these transactions. After all, for most clients a house is more than four walls and some rooms – it is often a dream home.

And with interest rates fluctuating, the real estate industry has a certain level of uncertainty. This has caused many buyers to be understandably nervous about purchasing a home, leading them to wonder if they are making the right choice.

With all of this in mind, it is crucial to craft marketing strategies that acknowledge and sympathize with how emotional it can be to buy or sell a home, and then create eye-catching ads that speak to your client’s hearts. At the same time, market strategies should also offer educational information to help guide the buyer/seller through the process.

Targeted Marketing for Agents and Brokers

Once you have an idea of what buyers and sellers are looking for in your area – and have a solid grasp of the psychology of home buying and selling – it is time to create some targeted marketing campaigns.

One effective way to do this is through the power of social media. In addition to helping you reach new clients, social media can be more budget-friendly than traditional print advertising.

Social media platforms are not created equally. Because of this, it's important to know how to use each one to the best of your advantage. For example:

• LinkedIn is the largest professional social media platform on the internet. It can be a great way to connect with other people in real estate.
  
  
• Facebook is an ideal platform for a longer post with lots of information and/or many photos you want to include.
  
  
• Instagram has a 2,200 character limit for its posts, so it's perfect for "short and sweet" updates about properties to go along with your photos.
  
  
• TikTok's short-form video content makes it perfect for posting short videos. You can also utilize paid marketing tools like Facebook Ads to reach more people.

To harness the power of these platforms most effectively:

• Create regular posts that target specific types of buyers and sellers.
  
  
• Share data about intergenerational homes, the popularity of working from home and other points that match your client demographics.
  
  
• Add hashtags whenever possible – for instance, #workfromhome –  which can help attract more people to your pages.
  
  
• Be sure to reply immediately to people when they engage with your post.

One of the many things that make social media an ideal way to conduct targeted marketing is you will figure out very quickly what is working and what isn’t. For instance, if your post about a huge home with an open floor plan gets proverbial crickets from your followers, you might steer clear of this verbiage moving forward.

Utilizing PropertyReach’s Marketing Tools to Reach Motivated Clients

Another highly effective way to create highly effective real estate marketing strategies is to use PropertyReach. We not only offer data over 156 million properties across the United States, we also have demographic and contact information for over 240 people. 

PropertyReach also features effective tools for lead generation and market research, which can help you create effective marketing campaigns you can send directly to home buyers and sellers.

Crafting Personalized Campaigns Based on Data Insights

PropertyReach doesn’t just supply a huge quantity of facts and figures. The platform will transform this data into helpful insights, which real estate professionals can use to create more tailored campaigns.

For example, you can use data on property location – like neighborhoods that feature new homes but are relatively smaller and priced more affordably – to create a marketing campaign to resonate with and attract single buyers and young couples who don’t want or need a huge home.

Maximizing Investment Opportunities for Lenders and Investors

Real estate professionals who work with lenders and investors should also create effective marketing campaigns appealing l to this type of buyer. While the location is still good information to include, lenders and investors have a unique set of requirements when it comes to properties. 

Identifying Distressed Properties and Pre-Foreclosures

In the world of investing, a distressed property is one that is not looking its best. Distress can be the result of:

• Ownership bankruptcy
  
  
• Property foreclosure
  
  
• Occupant abandonment (accelerating decay or blight)
  
  
• Severe deferred maintenance

Because these properties are often listed at a lower price, they can be especially attractive to many investors who want to purchase, fix up and flip the property for a profit.

Thanks to PropertyReach’s extensive database, you can easily find information on these types of properties. We have information on:

• Properties in pre-foreclosure and foreclosure
  
  
• Properties already up for auction

You can also look up properties with liens and judgments against them, as well as bankruptcy information.

Understanding People and Property Data Can Increase Client Engagement

Ultimately, when stepping in to help a client buy or sell a home, you are working with people and their very real feelings, emotions, hopes and goals. Starting with an understanding of the psychology of real estate ownership and studying current trends are both outstanding places to begin your marketing campaign.

In addition, whether you work with home buyers and sellers or investors and lenders, one thing is for certain: your time is valuable. You don’t have endless bandwidth to create marketing campaigns that fall flat. This is why using the power of data-backed campaigns is such an effective strategy.

To make these campaigns as effective as possible, it’s important to spend time researching the property data available on PropertyReach, and incorporating it into your marketing. By adding in current and reliable information about demographics, property type and condition, neighborhoods, mortgage amounts and more, you will be able to create customized campaigns that inspire people to reach out and work with you.

To learn more about PropertyReach and how the real estate property data service can be an invaluable tool for real estate professionals, visit the website to sign up for a free trial.