I very rarely see good online marketing advice offered to real estate agents. In fact, more often than not, I get pretty worked up when agents come to me after attending some sort of re-bar-seo-camp event convinced that if they only hire some Social-Marketing-SEO guru to get them on the first page in Google (for what search?) they will have to beat the leads away with a stick. “Did you know that 85% of all people start their home search on the internet?!” There is an entire industry targeting insecure agents with the message that traditional one-to-one relationship-based marketing is quaint and old-fashioned and inefficient. “Ya gotta be social! Ya need social media, squeeze pages, and SEO, Oh my!”
So, this morning when I saw the article: Why You Shouldn’t Look to Your Franchise for Successful Internet Marketing, I prepared myself for the worst before I even clicked the link. Here we go again…
I’m pleased — and surprised — to report that Mike Parker* has written an excellent article full of great advice and perspective. Here are a few nuggets:
- Successful Internet marketing is incompatible with mass marketing solutions
- A successful Internet marketing plan starts at the agent/broker level and operates independently of corporate mass marketing plans
- [Franchise marketing campaigns] will fail because they are implementing direction given by those trying to plan for a large company, not for an individual agent
I agree. YOU are the most important part of both your service and your marketing plan. As an experienced real estate professional, I recommend you find an office that supports and promotes you more than they promote themselves.
What do you think?
Have you had better experiences with your firm’s online lead generation than with your own? Are your broker’s online marketing efforts your primary source of new leads? What is your best online source of quality leads?
*I don’t know much about Mike Parker other than he is an executive with The Blackwater Consulting Group and he writes quite a bit for BrokerAgentSocial. A quick Google Search indicates Blackwater’s marquee product, Compass PROLeadS, is a rather expensive tool with mixed reviews. Aside from this article, I can’t speak to Mr. Parker or his company or their products. I have no relationship with them at all, but you can be sure I will be reading more of Mr. Parker’s articles.