The Real Estate Industry has been locked into the old world of intrusive type of marketing that has been part of Outbound Marketing techniques for far too long. This includes the reliance of such antiquated techniques as letter box drops, cold calling, and press advertisements. But the issue is that the consumers have moved on from accepting those techniques and they now are known to do the following:

•          Automatically go to the internet to research any purchase first
•          Prefer the organic internet entries, not the paid for section
•          Switch off to advertisements
•          Don’t answer phones or have their numbers private
•          Do not use mail services much at all
•          “No Junk Mail” is more the norm on their letterbox
•          “No door knocking” on their front fence

The message is very clear, they don’t want you to communicate with them, unless it is their decision to allow.

So there is a whole new world of marketing which is referred to as Inbound Marketing. Marketing that attracts customers to come to you and can demonstrate the effectiveness of real estate marketing. 

The concept has been around for many years about the importance of relationships in marketing or in business generally. But in times of old, it often took many meetings to build up the relationship to where they became a trusted person or organisation to deal with. However, in the world of the internet you can now develop relationships as well as trust even before you meet them.

How can that be?

Well it occurs by you offering helpful advice and not constantly be in the Selling mode of old. Because in today’s world, consumers hate to be sold to. They want to make their buying decision themselves, after their research and in their own good time.

They will quickly jump to the next offer, if they don’t get what they want.

Interesting that Real Estate agents are still restricting the information, by not giving PRICE or ADDRESS so clients have to contact them. It would be very interesting to know how many potential clients jump to the next advertisement when the information was not freely available. This has become a sign of a trusted site, advertisement where the client does not have to do more to receive the required information.

The modern goal is a trade-off.

It is important to appreciate though, that this is not an all one way transaction like the old Outbound Marketing. The potential client receives information freely. The importance is that they receive an appreciation of a solution to their present issue or need. But they are also enticed to want more detail. This prompts them to ask questions or give a little in order to receive the total information. This maybe as little as their name and email address in order to receive that information. This is a fair trade but it puts the onus onto the writer to ensure the material is good. What a pleasant change from using a good sales spiel that is simply repeated over and over to bring the results. We have entered the world of real substance and credibility that is more than just words. The reason why the need to move to Individual Property Websites like 4-9 Ridley Street Auchenflower. But it is even much more.

The marketing is no longer a passive interaction

It has now become an interactive relationship where both parties get to know one another and the building of trust begins. This is the new way to build business.