September is Marketing and Branding Month in Inman. Tips for better branding and in-depth features on how to take advantage of marketing tools provided by Zillow, Redfin and other platforms are all in the works, in addition to expert insights. You’ll find it all at Inman, along with our two-day virtual flagship event, Your Playbook for the Fall Market, in October.

As a real estate agent, your business depends on effective marketing. You can find customers by word of mouth, but you will also need to dedicate time and resources to actively market to them. potential buyers and sellers. This is no small task in a growing agent-saturated market.

Whether you are a seasoned veteran or simply carrier start, it is possible to stumble when it comes to marketing yourself to potential customers. While mistakes do happen and a single one won’t derail your career, you can save yourself a lot of trouble by avoiding common marketing pitfalls.

Here are seven marketing mistakes real estate agents make and how you can avoid them.

Do not have a trademark

Before going through the time and expense of creation of a website, social media channel and print materials, your first step in your marketing plan should be to develop a corporate brand. Your brand guide will include a logo, color scheme, and fonts, as well as verbiage and tone that you can use in all of your materials.

Once you’ve established this, you can apply it to anything your marketing touches, including digital and print media.

If you already work for a large real estate company, check to see if they have brand or style guidelines. Although you may need to follow their format on printed materials and websites, find out if there’s anything you can do to personalize your brand for stand out from others.

When building your brand, be sure to create one that is true to who you are instead of trying to look like everyone else. If you’re selling million-dollar properties, create a classy brand that will appeal to high-end clients.

Likewise, if you’re the most experienced with single-family homes, make sure your brand reflects the interests and needs of people looking for their family’s dream home. By highlighting your strengths in the brand image, you will attract the customers you hope to gain.

Thinking print is dead

With so many social media and digital advertising options to choose from, you can decide to go completely paperless with your business. But this is not always the best policy. Print ads, including printed brochures of a home’s specifications and postcards for cold calling to potential customers, still carry a lot of weight.

Baby boomers are one of the largest customer groups in the housing market today, as they seek to move from their family homes to smaller condos, and proven marketing practices, such as leaving a business card or sending a note, are always effective ways to achieve them.

Chasing Social Media Trends

While you can find great leads for potential buyers and sellers on social media, be careful about spending too much time and resources on the latest trends. Although platforms like TikTok can grow exponentially, you can’t connect with serious leads because they tend to attract younger users.

At the same time, make sure you know the difference between views, engagement, and results. The latest article about you trending a dance in a property on the market may rack up a bunch of views and likes, but unless you’re getting some serious leads or buyers, it probably won’t help you build your career.

Not using video effectively

While social media and digital marketing shouldn’t be your only marketing resources, they’re still important to include in your arsenal. All social media post you share must be accompanied by a photo or video – not only to get a boost from the platform’s algorithm, but to grab more viewers’ attention than a text-only message.

Video tours are a particularly effective way to pique the interest of potential customers. Buyers will be more likely to ask for information, and sellers will be impressed with the quality of your listings. High-quality photos can also be used to make your printed materials stand out to potential buyers.

Use misleading copy

Honesty and authenticity will go a long way in building trust and loyalty with potential customers, which is why it’s important to avoid using misleading copy in your marketing materials.

Misleading copy is so common that most potential customers know to avoid ads with words like “cozy” and “quirky.” By using misleading words and phrases, you are more likely to raise red flags with potential buyers and sellers than secure them as customers.

In addition to being honest, be sure to include a call to action (CTA) in all of your copy. Every social media post, listing, or ad has a desired outcome, and you need to encourage viewers to take it. CTAs can include phrases like “Call now to schedule a visit” or “Message me for more information.”

Do not work with professionals

Now that smartphones are equipped with high-quality cameras and many websites offer free templates to create graphics, it’s tempting not to hire designers and photographers, which saves money. money using these options to create advertisements and listings.

While these resources may work in a pinch, they’re no substitute for the quality of product you’ll get from using the services of professional graphic designers and photographers.

A designer or photographer has the eye and the skills to elevate your marketing materials in a way that no fancy camera or software can without their expertise. And when you build a long-term relationship with them, they’ll know your style and brand, so you don’t have to explain it over and over again.

Do not use links and traceable phone numbers

By using individual, trackable links and phone numbers on your marketing materials, you can find out how people are finding your services and ads. With this extra layer of information and researchyou will know which of your marketing materials are most effective in attracting more customers.

Once you have this information, you can devote more of your marketing budget and effort to the methods that perform best. This will give you the best return on your investment.

Luke Babich is the CSO of Smart real estate in Saint Louis. Connect with him on Facebook Where Twitter.

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