Adding The "New Way" To Your Real Estate Marketing Efforts

 

 

Another of the many aspects of real estate related marketing I review with my valued clients, coaching students, and connections is the need to 'compete' with more than your direct competition in order to maintain success. For example, if you are listing a single-family home, your potential buyers are now faced with more than which home on the block is the best fit for them.

 

Potential buyers could be comparing their options your listing offers against a similar home miles away. They could be looking at renting instead of buying or for a "rent to own" opportunity. Maybe they would also consider combining forces with a significant other, friends, or family members. Today's economics are leading to even more alternatives. 

 

The same goes if you are selling a home or even a commercial property. Different potential buyers may each be considering the same property for much different reasons. If your marketing message only focuses on what you "are used to", it has less of a chance to impact the one actual buyer you need.

 

Using a commercial real estate example, what some potential buyers may see as an office building, others may see it for converting to apartments, while others may see it as new corporate headquarters. However, if there is no indication in your marketing about the potential for converting or "single use", potential buyers will not be aware and continue to pursue opportunities marketed in their direction. They would not know if your property or listing is a better fit.

 

Making this significant marketing adjustment is not limited to real estate, as the below linked article demonstrates. My marketing work over the past 35 years has primarily focused on real estate, but this helpful information comes from constantly focusing on various forms of marketing. Let my team and me make you and your team "first in" on your next major opportunity!

 

https://www.mediapost.com/publications/article/411321/what-drives-brand-repositioning-and-why-do-these.html 

 

 

Creating A Selfish Listing Presentation

Earlier this week I was reminded about a Listing Presentation I helped an agent with more than 20 years ago. At that time, the focus was on her speaking presentation skills ahead of the information she included. She continues to utilize the techniques I gave her, but understands how a Listing Presentation has changed during that time.

I’m hearing that there are now two important elements to a Listing Presentation. Those are convincing the potential seller to sell and then why they should list with “you” as their agent. My advice to my coaching students and clients is to always address both of those elements. These days, the property is only a part of an ideal presentation.

Many potential sellers are more confused than ever, and that has little or nothing to do with mortgage rates and market conditions. They hear about “off market” listings and wonder if it is worth doing the listing and having their home sale become “public” knowledge. Fear of losing a more favorable mortgage rate and not being able to get the amount they “expect” is next. Those things come before how ready their property is, or is not, to be placed on the market.

Agents and brokers need to do more than print up what the local MLS considers to be a Market Analysis and hand it over. The focus should be about what “you” bring to the listing. Show the potential seller what YOU have bought and sold nearby, the final price you have negotiated, and the strategies you will use which are different and better than your competitors. They can look up the rest online. 

 

Your mission is to convince him, her, or them to work with you regardless of market conditions. I'm happy to work with you to make that happen! 

The difference between a successful meeting and not getting a signature is often in the presentation.

 

 

The Magic Is In The Presentation

Real estate marketing is not "show biz", but many of the players in the commercial and luxury lanes could benefit by strategically taking the stage. Like with properties, real estate investments do not "sell themselves". Those that continue to think "all you have to do" to present an investment opportunity is present the numbers may continue to struggle for weeks or months longer than they need to if their opportunity truly is worthwhile.

 

One of the oldest lines in marketing is, "Sell the sizzle, not the steak". Although the below linked website is not about real estate, the way they portray the "steak" further enhances the sizzle. My office has zero to do with any of this, but this is an ideal example for my clients, students, and connections. When you detail the 10 years of legal battles, show how other major companies are a part of this, and detail an investment opportunity like the subject company has done, you have a winning formula which deserves attention.

 

I love that it didn't matter to the featured company that they are working with Disney "products" including Cinderella, The Little Mermaid, and Sleeping Beauty. The point is that many companies in the same position (which, based on the effort show, there would not be) would have made it simple and stopped at pointing out the Disney affiliation, sat back, and waited on investors. Instead, we get the aggressive presentation which acts as though the readers have never heard of any of these long-time treasures.

 

They are answering questions they don't need to in a thorough effort to entice investors. One more important factor is addressing so much more than the numbers. Providing information to show marketing strength, other leading companies involved, the track record, and the depth of the project seemingly answer every possible question.

 

It is a great reminder about the value of showing, in as much detail and as easy on the eyes as possible, every aspect of a possible investment deal. The lesson is how it is presented as an opportunity instead of just a property.  

  

https://www.elflabs.com/

 

 

Moving On Vs Moving In

Another advantage for real estate marketing comes from knowing what could happen and how it can impact your world. The below linked story about possible legislation in New Mexico putting restrictions on mobile home park sales is on example. If it passes, it will make those who passed it gain thousands more potential voters in their favor. When that happens, other states will copy. Meanwhile, there are ways the legislation impacts people in real estate.

 

Investors may either pass on mobile home park deals because they could not raise the rents to their liking, or need a good enough deal to be able to maintain then current rent rates. However, such legislation being in place could make single-family homes better for cash flow from rental properties, which may change their strategy. For a broker, it could mean adjusting their strategies for working with investors along with potential buyers or tenants. 

 

These are elements which can impact major decisions upon passing. If you don't know these things are in the works, your immediate decisions will not be made with the "best" information or advantage for you or your client. Landlords being made aware of these possibilities may be able to quietly gain. A mobile home park owner in New Mexico may be raising rents now in order to have an increase in place before (or in case) the legislation passes. Doing so would put them in a better position than a new owner, or a competitor which did not put in an increase.

 

As a real estate broker, builder, investor, or contractor, you should never be content with the status quo. Success comes from actively keeping track of anything and everything that could impact your time, investments, clients, and strategies. 

  

https://www.abqjournal.com/news/new-mexican-legislators-push-for-mobile-home-regulations/2939505 

 

 

How Avoiding Parking Can Lead To New Business

Whether you are seeking buyers, tenants, or investors, an important strategy for real estate marketing is to be where your target audience is. Perhaps some of your target audience has occasion to be at or near the property or opportunity you are marketing. When they are, it helps to be able to reach them with a message which fits your situation.

 

One great I example I saw was a few years ago while riding a tour bus during a leisure trip. The driver was the tour guide and was pointing out some of the unique styles of homes the bus was passing on the way to the next attractions. While pulling in to the final drop off, he mentioned that he would "do my best" to answer real estate questions. That would typically get a few of the riders to stop and talk with him while all passengers were leaving the bus. Whenever they showed some interest in learning more about home prices or the local real estate market, he would "get you the answer". He pulled out his phone and made a call to a local real estate agent on the spot, and hand them his phone. 

 

By the way, that local real estate specialist that could help the passengers happened to be his wife!

 

She was getting to talk to people at the very start of expressing a possible interest. Chances were near 100% they would not have spoken with anyone else. The wife knew what times the tour bus would be wrapping up, and could make herself available the majority of times.

 

These days, as the below linked stories each indicate, technology is being implemented to bring sports fans directly to the venue for the game either in style or through added convenience. Los Angeles has just certified a proposal for a gondola system to lift fans from Union Station to Dodger Stadium before and after games. A driverless taxi service has just contracted, exclusively, with the sports and concert arena in Las Vegas to bring ticket holders to the VIP entrance. Each of those is to help ticket holders avoid traffic and parking hassles. 

 

Perhaps you have a commercial or residential property convenient to where people enter these modes of transportation or have a real estate opportunity which appeals to sports or music fans. These could be opportunities to be where your target audience is.

 

While you are dealing with the real estate demands of your job or employees, having a fractional research and marketing person or team in place can make you "first in" on an innovative marketing opportunity!

 

https://www.sportsbusinessjournal.com/Articles/2025/12/11/t-mobile-arena-strikes-official-robo-taxi-deal-with-amazon-subsidiary-zoox/

 

https://www.planetizen.com/news/2025/12/136533-la-metro-approves-controversial-dodger-stadium-gondola-plan 

 

 

Real Estate Opportunities Are Just What The Doctor Ordered

Being "first in" on success in real estate comes from more than being in the right place at the right time. I'm constantly telling my clients, students, and valued connections that the skill is doing the work it takes to put yourself in the right place. Some ideas come from need, while others come from researching outside of real estate circles.

 

One such example has been brought to light in North Carolina, where a proposed hospital project is nearing three years behind the original schedule while leaving an unfilled opportunity. It seems that a government regulation originally designed to increase the addition of healthcare facilities appears to be restricting them. As the below linked article demonstrates, there are regions with a clear need for local healthcare facilities. In this age of medical specialization, there are more and more treatment centers which are not physically located within an actual hospital. If you can't build a hospital, does it prevent a "treatment center" from being built?

 

Our topic is always real estate and marketing related. These comments are not geared toward medical professionals and experts. It is all about a real estate developer, investor, contractor, broker, and lender being able to work independently and together to create healthcare facilities which are not bogged down by regulations where there is clear and obvious demand. 

 

A few hours of research and planning could bring long-term results and create jobs for many. If your only focus is on real estate activities, you may be missing out on your next venture. Let my team and me make you and your team "first in". 

  

https://kffhealthnews.org/news/article/certificate-of-need-laws-north-carolina-hospital-bureaucracy-dirt-field

 

Posting Up For An Overpriced Transaction

The situation in downtown Denver with the former Denver Post building having been purchased by the city and the financial problems ever since bring up an unfortunate example of the need to carry a plan all the way through.

 

As the below linked article details, it appears that the purchase price was not properly analyzed ahead of time by those involved in the decision. The property itself may have value and fit the needs of the buyer, even at the agreed to price. However, the surrounding area is dominating the impact of how this purchase is turning out. 

 

Cited research shows that as much as 30% of Denver office space is delinquent, which means that the implications will be far more significant than just the Post Building. The purchase by the City was made within the past three years, during the post-pandemic era with remote work already still prominent. This situation did not just happen and be totally unexpected.

 

There is reportedly court action pending to attempt to resolve the matter, but the bigger question is how things got to this point. When an entity the size of the publishing company of the Denver Post, along with the analysts and brokerage they utilized, either don't see or ignore an important market trend, it shows us all how important doing thorough research is along with due diligence. 

 

Among the things we don't know is whether or not there were any other potential buyers or offers in play for the Building, and how high an initial offer was by the City.  

 

It's not about assigning blame as it is alerting those making buy and sell real estate decisions to more thoroughly investigate prior to going ahead with their purchase or selling. We see what can happen as a result of bad decisions. Those decisions are made even worse when made without having enough information. 

  

We can all learn from this. If you still need a research person or team, let's connect!

 

 

https://www.cbsnews.com/colorado/news/broker-warning-denver-post-building/

 

 

Knowing What Is Nearby

Over the years I have talked a lot with my valued connections, clients, and students involved in retail or (physical location) service businesses about the value of being located near at least one restaurant. The "Where can I go to grab a bite?" factor can be big for coffee shops, like the "Where can take the kids while we wait?" factor is great for a fast food or ice cream shop.

 

My view is that commercial real estate is also about "location location location", and having a restaurant or an entity which could help attract your target audience can bring value to your potential customers or clients. One example is an auto repair shop in the Chicago area which is located directly across the street from the parking lot of a commuter train station. They are open earlier in the morning than most other shops, and with good reason. Their customers can easily drop their car off in the morning and go across the street to catch their train. When they return later that afternoon, they pick up their car, without losing more than a few minutes.

 

Chances are that the convenient location has added significant revenue to their business over the years, even though the commuter train has nothing to do with the car repair business. Now, as the below linked story confirms, we see some restaurant brands are upping the offer on appetizers and increasing emphasis on "Happy Hour" times which used to be down time.

 

There are lessons to be learned for real estate and business owners and sellers. Having a nearby business which includes your target audience could be a key selling or buying point. For marketers, there might be situations where non-competitors could team up and cross promote. 

 

Being aware of your surroundings could make you "first in" on increasing or improving your business! 

 

 

https://nypost.com/2025/12/08/business/diners-flocking-to-happy-hour-ordering-appetizers-and-skimping-on-entrees-as-affordability-hits-us-restaurants-nationwide/

 

 

 

 

 

Planning For Success For A Literally Underwater Property

Seeing even more detailed research, as linked below, to further the discussions about expanding San Francisco over the water is another recent trend for real estate professionals and investors to monitor. There are several key elements in play, including placing a value on real estate which doesn't currently exist against higher priced acreage for waterfront properties. Add in questions and costs for infrastructure and the "horizontal" needed for such a build. I'm not seeing it established that a municipality has the right to authorize space or provide zoning for a bay, ocean, or natural lake. Next, there would be concerns about elected and appointed officials making decisions which will carry many years of impact.

 

There is something to be said for the "reclamation" portion of this research. It is possible that some land parcels would gain added protection from the elements. However, this research and discussion falls under the heading of real estate, at least at this time.

 

Our focus is on research and marketing. Weather and climate conditions seem to be unique in and around San Francisco. There may not be enough data readily available to support the sustainability of building real estate structure into what is currently waterfront. Regardless of the amount of supporting data, I'm seeing numerous marketing questions and scenarios.

 

Among the challenges are attracting investors to the unknown, detailing a timeline without knowing what challenges await at the bottom of the bay or ocean, and planning for potential buyers and tenants to be willing to be the first to live (and walk and/or drive) under new conditions. 

 

Put all of this together, and you come up with numerous chances to be "first in" on opportunities for long-term real estate.  

 

https://www.planetizen.com/features/136483-san-francisco-out-land-amidst-rapidly-rising-seas-it-time-create-more 

Selling The Outcome Before The Property

When coaching or consulting with a broker or investor with a property or opportunity to sell, I like to begin with two questions, and ask them both at the same time.

 

"What property are you selling?"

 

"What situation are you offering?"

 

I continue to be surprised at how often the answer is about "the property", before going on to explain the reason I ask both questions at the same time. It's easy to overlook how people make buying decisions, including for big ticket items, for different reasons. They are often different reasons than what you, as the seller or representative, expect them to be.

 

Buying a car is an example. Some people buy a car based on their budget, as in, "What can I get for $xxx?". Others must have a specific brand or model, or require a certain level of performance. There are some more concerned with the look and status than the performance record. There are some that need room for the entire family or for space to carry equipment or merchandise. It is possible that some people could be looking at the same vehicle even though it is for different reasons.  

 

These are examples I constantly point out to my clients, students, and valued connections. A property or opportunity appeals to different potential buyers for different reasons. It should be up to you as the seller, presenter, or representative to do everything you can to point out that reason which would get their attention. Whether you have a piece of raw land, an abandoned house, or an entire office building, there are likely to be multiple scenarios to present. Your eventual buyer may be most interested in ONE of them, and may miss the opportunity if they are not made aware.

 

Tell a potential buyer why they would want to build, renovate, or relocate "HERE" as much as all about what is "there" for them to acquire. Presenting the right reason(s) for them could make them "first in" to a successful transaction.

 

 

 

 

 

Preventing A Watered Down Hospitality Opportunity

You can run the numbers on a hospitality real estate opportunity in a busy desert community. The costs for the land, utilities, construction or renovation, and the other details each pencil out in your favor. Those involved from the seller to the municipality to contractors meet or exceed expectations.

 

I'll bet you never thought about the water supply. Wait. What?

 

The below linked article reminds us all why researching a real estate or business opportunity needs to be more than 'running the numbers'. The water supply is never a business consideration, but here is an instance where a water crisis is forcing multiple hotels and resorts to close. There is no timetable for possible returns because it is out of the control of the owners of these properties. Results include significant revenue losses and the horrendous impact on employees and vendors.

 

Although you can't predict such a crisis ahead of time, becoming aware of this type of information could (and should) impact future decisions. There needs to be the "What could go wrong?" column on an analysis of an opportunity. What would it cost to hire large trucks to bring in tons of spring water containers from the nearest big city? 

 

Weighing that cost against having to close could be a difference maker. Or, it could further justify the move to close to the investors. Either way, your findings would demonstrate your ability to make solid decisions based on more information than your competition has. My team and I are poised to make you "first in" on your next (or current) opportunity.

https://www.reviewjournal.com/news/nation-and-world/water-crisis-forcing-another-closure-of-grand-canyon-hotels-3589826/ 

 

 

Is It Too Much Information OR Not Enough Information To Evaluate?

We have still another chapter in the real estate information age from which some people want specific information public while others do not. This time it involves climate risk. Within the past two years, Zillow added "Climate Risk" data to many of the property listings it features, ideally to provide more information to help consumers with their real estate decisions while searching. Now, it seems that many agents complained because of how that data, in some cases, wound up discouraging a potential buyer.

 

As a result, per the below linked article, Zillow has removed that feature. During the past couple of years, parts of the country have experienced major disasters like fires, hurricanes and tornadoes, earthquakes, and the like. Obviously, these events impact many lives along with financial considerations such as increased insurance rates. It is understandable that people looking for a property would want to lower the risks of future damage, which can reflect on property values.

 

A strong case can be made for keeping or removing climate risk information. However, whether Zillow (or other sources) clearly include it or not is not the point. As I see it, the significance is that in some parts of the country which are susceptible to these disasters, those risks can (or should) be a point of consideration for a potential home buyer or investor. Whether the data is "handy" or not, some circumstances dictate that the research be done to find out about potential consequences.

 

Let this serve as an example that even a potential single-family home buyer should be doing research on their own IN ADDITION to what the real estate they work with is providing. Some people choose not to, thinking that the real estate agent they are working with would provide that information. However, if many agents do not want that information included, you cannot be certain they would provide it to you. 

 

No matter what, it will be your decision. The more research and information you have, the better the decision(s) you will make. 

  

https://techcrunch.com/2025/12/01/zillow-drops-climate-risk-scores-after-agents-complained-of-lost-sales/ 

 

 

What If They Couldn't Get To Your Website?

When discussing branding and marketing strategies with real estate professionals, investors, and lenders, the response of "I only do......." comes out way too often. Too many people and companies ignore the possibility of "What would you do if what you only do is no longer there"?

 

What would happen if a large percentage of your target audience could no longer get to your website? There are more than enough marketing challenges right now in the real estate space, especially when it comes to listings and commissions. Those are separate issues from how many people can access your website. Part of the research my team and I do for our valued clients and students, along with FirstIn, involves monitoring business and other news which could impact real estate.

 

There are plenty of people that are unaware that the Supreme Court is currently considering a challenge against a large internet provider, as the below linked article updates. The challenge deals with music companies attempting to come down on Internet Providers for "allowing" their clients to allegedly steal music. A ruling against major providers could significantly impact their desire and ability to provide internet service, while increasing their ability to restrict it. It could mean cutting off internet for coffee shops, hospitals, colleges and universities, and many other public internet places. 

 

If that were to happen, even for days or weeks, the result would be a significant reduction in visits to every kind of website, and that would include real estate. This situation should serve as a reminder to explore other options and to be prepared for whatever may come your way. 

 

 

https://www.reuters.com/legal/government/us-supreme-court-hear-copyright-dispute-between-cox-record-labels-2025-12-01

 

 

Bringing More Options To Buyers and Sellers

It continues to amaze me how many real estate brokers and investors I talk to tell me about “my lender” in singular instead of plural terms. While they see it as convenience and reliability, I see it as restricting their ability to get deals done. This is likely an extension of the efforts of my team and myself to help my valued clients and students explore every nook and cranny when it comes to evaluating an opportunity, whether it is buying, expanding, or selling.

On the residential side, a broker typically performs a Listing Presentation in hopes of gaining an exclusive contract from a seller. The presentation includes everything from an opinion of the subject property and its value to reasons to work with him/her along with the company he/she represents. When representing a buyer, many brokers only offer one mortgage program. 

When representing sellers, one of the many marketing gaps I see is the lack of financial options made available to the buyer. Some sellers are able to provide seller financing or offer some form of incentive, whether the buyer elects to use it or not. 

Being able to offer more than one lending or funding scenario could make the difference in getting to the closing table. Even if it does not, you spread the word that you have even more capabilities than many other brokers doing what you do where you do it.

There are plenty of funding options, many of which are specialized, which could fit the situation to help your client. For example, if a house for sale is near a hospital, there may be a lender offering custom programs for medical professionals. If your preferred lender does not offer it, it should not stop you from being able to better serve an appropriate client, especially when it could make the difference toward earning a commission.

It’s the difference that having a research and marketing person or team on your side can make in helping you to close deals.

 

https://RealEstateMediaCoach.com