It is good to see stories like the one linked below about how social media and technology can be utilized when there is a serious need for updated information to be distributed. During the disastrous period during which the Southern California wildfires raged last year, a single source for updated data was in place for everyone from impacted homeowners to large media outlets to compile and distribute accurate and updated information.
One thing I have found over the years is that real estate brokers, developers, and investors can act as sources of information for their target audience as a marketing tool without having to deal with a disaster situation. No matter how involved you are (or are not), it is possible to take the lead on informing people about the status of a major project or active situation. There are many situations in which being able to inform and update your database can capture the attention of people you want to be thinking about you and your brand. With the article linked below, an official source of information compiled and distributed “official” information. However, there is likely not the same considerations for real estate projects.
For example, suppose there is a new grocery store under construction in your farm area. Even though you have zero involvement in that, drive over every Tuesday and take photos of the progress of construction and post them. Remind potential buyers that if they live nearby they can get there within five minutes.
You don’t have to be directly involved or a project leader to take the lead. I try to remind and alert my valued clients, students, and connections about opportunities. One of my favorite marketing stories was a few years ago after a big snowstorm impacted the community surrounding a broker I was helping with marketing strategies. She lived a few blocks from a primary street, on which her newest listing sat. We both knew that the street would be among the first to be cleared. I suggested that she have her snow plow driver clear the driveway of her new listing immediately, and that she get to the property despite piles of snow.
She understood the mission and stood across the street taking photos of the clear street and driveway, including one with a car driving by on the street. Within minutes, she posted that photo on her social media. Her copy read “The seller has been to Kroger twice this afternoon!”. The post went out before many of the nearby residents could get out of their driveway.
What she posted was a major selling point at the moment at a time when her target audience could see it. It would not have mattered a week later. I still remember the pride in her voice when she told me three weeks later that she got a call from a potential seller that remembered “how hard I worked for my client on Third Street!”.
Not bad for a $50 investment (the snow plowing) which also generated rave reviews from a very happy seller. Information and how your audience can use can and should be an effective part of your real estate marketing. Let’s connect!
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