Get a Jump on the Spring Selling Season
Unless you’re a spring chicken, most real estate and title insurance professionals know that as the weather begins to heat up a bit, so does the market. But seizing on business opportunities during this time is not something that happens by accident. Instead, it requires thoughtful, well-executed marketing strategies. Here’s how you can ensure you’re ready for action now that spring has sprung.
Hope Springs eternal
Starting a new marketing campaign is always an exciting and even hopeful time, especially during the spring selling season. Time and time again, the turning of the seasons brings increased buyer demand, as house hunters and sellers look to make a change and start fresh. Agencies that get proactive about their marketing can capture greater market share and solidify their position as the go-to-resource. It all starts by taking a good, hard look at your current marketing programs and making improvements where necessary.
Spring into action
Nearly everyone has heard the expression “look before you leap,” but it merits repeating whenever contemplating a marketing overhaul. Reviewing your previous marketing activities and taking stock of what has (or hasn’t) worked in the past is an essential first step before embarking on a new campaign.
To do this correctly, spring into action and go channel-by-channel. Assess whether your current strategies have brought you closer to your goals. If you started a social media feed to bring people to your agency’s website, dig into Google Analytics and review acquisition numbers. If your drip emails are intended to promote your offers, inspect click-through rates to determine if they’ve moved the needle.
Apply the principle across the entirety of your marketing output. Only by understanding the historic results of your marketing can you plan for future success.
Spring is in the air
When spring is in the air, put the season at the heart of your marketing and freshen up your copy. Begin with your most important digital asset: your website. Consider rewriting important sections of your site to emphasize the concepts of rebirth. Intertwine these ideas with the real estate market and communicate how your company can keep buyers and sellers safe as they embark on this new beginning. If you can, consider offering a spring-themed promotion. You may also want to create an entire landing page that can act as a hub for your spring campaign and which includes a clear, compelling call-to-action.
Build thematic, impactful campaigns
Once your website has been polished and freshened up, turn your attention to the channels you want to use to promote your products or services. The best part about spring is how well it lends itself to content and social media marketing. Here are a few examples of marketing actions you can take to raise awareness and convey your value:
- “Spring cleaning”: Build an educational campaign to get people thinking about how they can ensure a smooth buying or selling process. Instruct aspiring buyers and real estate agents to keep an eye out for anything that may mar title. Frame your copy around the concept of “spring cleaning.” Emphasize how important it is to have all paperwork organized and accounted for prior to proceeding with a transaction.
- Hit the road: Spring often brings an up-tick in in-person real estate events, which are prime opportunities for title agents to hit the road and network. Doing this can potentially lead to greater brand visibility and leads, but only if you’ve prepared ahead of time by doing things like practicing your agency’s elevator pitch.
- Out with the old in with the new: Leverage the beginning of spring by timing the release of any new products or services you may be unrolling. Doing so dovetails perfectly with the season’s focus on renewal.
- Expand your social media: Let’s face it: Title insurance isn’t exactly known for its visual qualities. The spring selling season, however, offers plentiful opportunities to change that. Push as much visual content as you can during this time. Even doing small things like profiling your employees or asking your followers to share their favorite spring memories is a great way to grab eyeballs during a time of increased demand.
Let’s welcome the return of spring
As winter reaches its last legs, what exactly “springs” to your mind? For real estate and title insurance professionals, spring is all about the sales. Carefully reviewing your marketing and leveraging the spirit of the season can help you capture new business and success throughout the year. In short, April showers may bring May flowers, but it can also bring a windfall of increased opportunity and profitability to your firm.
Tags: home buying, marketing strategy, real estate