Virtual Insanity: When (and when not) to use digital marketing for your real estate business

You would be forgiven for thinking these days that everything is digital, and that we might as well all be using paper for lining bird cages and nothing else. But while social media, online marketing, and digital automation tools can make a lot of our lives easier (…sometimes!), that doesn’t mean it’s wise to completely forget about offline marketing.

Here are a couple of ways to tell when it makes sense to do your real estate marketing from the virtual world, and when you need to stick to real-world options:

When you want to get attention:

Unless you’re able to go REALLY big online, stick with paper (like a real estate postcard) to gain attention. There are so many people competing for attention online these days, it’s like trying to get the band to notice you in a stadium full of 20,000 other screaming fans. Don’t rely only on emails & social media for leads. Inboxes are often overwhelmed, and hitting “delete” on an email takes just a second – meaning that no one will see anything beyond your subject line. But even when a direct mail postcard is destined for the recycling bin, an eye-catching message still has time to catch your prospect’s attention.

When you want to stay in touch:

Online all the way. Landlines and fax machines are out of date; these days, people expect to be able to get ahold of their real estate agent by text, email, and even Facebook messenger. And email newsletters are an excellent way to keep in touch with past clients and already-interested leads – their familiarity with you will keep them from hitting delete right off the bat.

When you want that personal touch:

Nothing gives you the warm fuzzies like a personalized email subject line, right? Definitely not. You’ve got to go tangible for that personal touch, whether it’s a handwritten holiday greeting card or a real estate door hanger campaign that lets you get face time with your prospects.

When you want to build a connection:

This is what social media does best. Connecting with leads, former clients, and networking partners on social media lets people get to know you and develop trust. With the right blend of professionalism and personality on your social media profiles, you’ll be at the forefront of everyone’s mind when they have a referral or need to make a move.

The best way to be truly successful with online marketing is to treat it like another tool in your toolbox, not the be-all and end-all of your real estate marketing plans. After all, we all love leads that come in through the web – but that doesn’t mean we’re going to forgo have a big, attention-grabbing real estate yard sign in front of all our listings!