You might be surprised to learn that all the marketing knowledge you might have about real estate marketing strategies always comes down to the one principle that defines everything else.
As a real estate professional, you could say that you are not in the real estate business but in the marketing business.
Sounds familiar, yes? I am sure you’ve heard that on different sites and podcasts already.
It is kind of correct because marketing and sales is the heart of the business (actually, of any business). Without them, you don’t get leads. Without leads, you don’t get sales, and without sales, you don’t have clients or better, repeat clients, who keep your business alive and growing.
In this age of information, I encountered one problem often because I really like marketing. There is too much information out there.
Just Google “real estate marketing” and you’ll get overwhelmed with different articles, videos, etc., with a bunch of different methods, and lists of what you should do and should not do.
When reading and learning about different tactics, I sometimes get a mix of emotions, such as losing out of something (I should somehow use all the tactics), as well as anger about this information overload or not being able to see the bigger picture.
You might feel similar things sometimes.
There is so much information out there that you even might fear losing money by using the wrong marketing approaches.
Wouldn’t it be nice to be able to avoid distractions and instead have the bigger picture in mind and be able to filter the right information so you don’t have a mess in your head?
What helped me a lot over the last few years is one principle that breaks all marketing methods and tactics down to just one simple thing.
I read it in a book by Perry Marshall, called “80/20 Sales and Marketing” and it was like a vacuum cleaner for a cluttered mind.
There, he mentions the so-called power triangle, which consists of only three things: Traffic, Conversion and Economics.
In addition to “Economics,” I would say also “Strategies.”
So that it is Traffic, Conversion and Economics/Strategies. More on that later.
By the way, my blog is and will be structured in exactly this power triangle. All real estate marketing topics can be categorized that way.
The slightly trippy thing is that this power triangle is a fractal.
Within the large triangle, there are further triangles also consisting of the three areas of Traffic, Conversion and Economics/Strategies.
Bear with me, after few more paragraphs, this will be clear to you.
This is how the power triangle looks (first picture on the right)
The trippy one is the second picture on the right:
In short: In order to sell real estate to anybody, you need:
- Traffic: You need people online or offline to be able to sell to.
- Conversion: Persuasion is needed to convince those people to buy from you.
- Economics: You need to provide something valuable at the least cost to you, so they want to give you their money.
If you make a profit with these three, you can take that profit and scale, meaning re-investing it to get more traffic, more conversion and provide more valuable things.
Additionally, you can apply the Pareto principle to it and ask yourself, what is the 20% traffic methods that give me 80% of the sales, or in the case of “Conversion,” what is 20% of my ADCopy or landing page Copy that gives me 80% of new leads or sales?
The same goes for your product (things of value): What 20% of my offers (neighborhoods, housing types, etc.) give me 80% of the sales?
And as already mentioned, there is a “power triangle” in traffic, conversion and economics.
Let’s use a landing page as an example, which would be in the category of “conversion.”
Traffic within this category would be people that visit this landing page.
Conversion would be the number of people who opt in for your free neighborhood report, or some other type of free give away.
And “economics” would be what they get in exchange for their email address, such as a free report.
Let’s use an offline example that a real estate agent might use, such as an open house event, which in itself would be in the area of “traffic” (the open house event is a form of generating offline traffic):
- Traffic: The number of people coming to your open house event.
- Conversion: The way you present the house with home staging techniques, etc., so you get contact information and even potentially an offer on the house.
- Economics: The nice house in a nice neighborhood and other reasons why this specific property might be valuable to an open house visitor, leading visitors to make an offer.
If we stay with the open house event, economics would be the thing of value (the house).
Traffic would be the number of offers you receive, conversion would be the number of offers getting accepted and economics would be the value of the deal you create for yourself (e.g. commission, wholesale fee, profit margin, etc.).
So why do I also see the area of economics as strategies, at least when structuring my blog topics here?
Well, if you look at how economics is defined above (something valuable you give and get money in exchange), we are talking about some kind of product or service.
In order to create a product or service, you need to answer the question of how and with which tools you can do that at the lowest costs possible.
And that to me is also strategy, or doing this in an economic way. So, economics to me always includes strategies, too.
Since the “power triangle” is also present in all three (Traffic, Conversion, Economics), the question of how you can do that with the most efficient strategy must also be answered when it comes to economics in all the three of them.
To bring this point home, I will give you an overview of my future article topics with reference to real estate marketing and how the power triangle can be applied there.
Traffic – Online
- Social PPC
- Search PPC
- Search Engine Optimization (SEO)
- Push Traffic
- Listing Websites
Traffic – Offline
- Open Houses
- Direct Mail
- Cold Calling
- Door Knocking
- Driving for Dollars
Conversion – Online
- Web & Graphic Design
- Funnel Design
- Market Intelligence
- Chat Bots
Conversion – Offline
- Print Media (Direct Mail, Postcards, Brochures, etc.)
- Open Houses
- Marketing Mix
- Market Intelligence & Angles
- Tools & Service Providers
Ending this first article, I hope that I could help you get a bird’s eye view of the underlying principle of basically all (real estate) marketing strategies and in passing, you now also know what my blog will be about.
Please let me know if you have any questions and make sure to check out the one-page real estate marketing copywriting checklist you can get below this article.
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