First, let’s define push and pull advertising.
Push advertising is the advertising you saw in the past on tv ads, newspaper ads, radio ads, and mailings. This is where the advertiser is selling you their product through unasked for broadcasting methods. They are pushing their product onto you.
Pull advertising is more common today and that’s because the consumers have more control. We can fast forward over commercials, listen to satellite radio, or even choose digital news sources which allow us to ignore the advertising. The marketing today has to pull the consumers in by appealing to their interests.
So the job is harder, but not impossible. This is why on social media you’ll find some accounts that grasp it and others who fall flat. Social media is DEFINITELY a PULL advertising type format. If people are being broadcast to then they will either “unlike” your page, “unfollow” your post or all your posts or worse yet, report your posts as “spam.” This is why boosting posts on Facebook should be done with a lot of thought behind them. Targeting ads are better because you can make sure that you are directing posts to specific audience members that would have an interest in such posts. That’s consideration and it goes a long way with relationship building.
Here are some examples of the push method of advertising and what I would suggest you not do –
- Open House invites to ALL your friends and family on Facebook whether they are in your geographical location or not. That can be considered spamming people and that often will lead to hard feelings.
- Live video every day without purpose behind it. Again, this can become known as spamming people because you are doing it with 1 thing in mind and that is to get in front of everyone whether they want it or not.
- Boosting posts, as I mentioned, can be thought of spamming too. Why? You are planting a post in someone’s timeline and are not considering whether they want to see it or not. ALSO, some posts that are boosted will appear over and over again in the same newsfeed of someone and that can become annoying enough to report the post as spam or unfollow all your page’s posts.
- Using LinkedIn blogging to post real estate listings. This is a personal preference and I’ll tell you why I don’t think it is a good idea. A lot of your contacts may not be contacts who would be in your geographical area and so once again when we post listings we are not being considerate of those in our sphere. That is unless you only connect with potential buyers on LinkedIn.
- Emailing content that is boring or unreflective of your audience’s tastes. Are you emailing clients you sold a home to in the past year? Do they really need to know what current listings you have?
Here are some solutions with the ability of still getting your marketing message out there, but using the pull method of advertising –
- Open houses should be creatively approached and when advertising them it is a good idea to actually open the Facebook advertising section and start there. From there you can choose people who actually might be interested in the homes you are marketing because you can select zip codes, household income, age groups AND even the option “most likely to move!!” Make sure the posting is visually appealing and you aren’t just broadcasting the message “COME TO MY OPEN HOUSES!!”
Good Examples –
I realize this isn’t your run of the mill real estate page, BUT it does offer inspiration and creativity. The key is DO WHAT OTHERS ARE NOT and you’ll be ahead of the game.
Examples To Steer Away From –
The first example we offer nothing special to “pull” people in and in the second example it is even less appealing because there is NO visual at all. ALWAYS use visuals and say something in the posting section to entice people to the link at the very least. Again, look at the examples of housetohome’s page. BE DIFFERENT and stand out.
2. Live video WITH purpose. I would not do the live feed video every day, but I would use it if I were a Realtor©. There are many FUN ways to incorporate live video into your marketing and positioning you as the local expert at the same time. You can try any of the following:
- Sellers. Interview your sellers just before you start your open house. Have them tell you what attracted them to the neighborhood or this particular home. Interview the kids even with the parents’ permission, of course.
- Buyers. Do a quick interview of your buyers and ask them what made them decide to move at this point in their lives. What are they looking for in a home that they didn’t have in their previous home or apartment?
- Local businesses. Interview business owners and get a bit of history on them. They’ll love it because it is free promotional advertising and IT IS INTERESTING to the locals who follow you.
- Open houses. Interview some of the people who come to your open house and ask them what they are looking for in their next home or do they live in the neighborhood and are just interested in the home in comparison to what they have now.
There are a million ideas for live video, but the point is to think of your followers and what interests they have. It is all about them after all!!
3. Boosting posts. You can certainly boost posts, but be mindful of what you boost and how often you boost posts. Your fans do deserve to see your content, but just make sure it is content they would have some sort of interest in. Ask yourself is it interesting? Would I click on it? You should also choose to advertise by targeting methods and if you don’t know how, please learn. If you target your audience you can be much more specific on who you are getting in front of. To me, that makes a world of difference. Give the message to the people who want to hear about it or who stand to benefit from it.
4. LinkedIn blogging. I am of the school that believes LI should be kept to professional standards and advertising listings takes it down a notch. If your contacts are only prospective buyers then by all means go forward, but there are other ways of accomplishing the means you seek. My assumption is you are trying to “pull” traffic to that specific listing or your website. Why not blog about the community or neighborhood and attach a link to homes in that community or blog about homes with amazing outdoor spaces and include some photos of your listings with specifically amazing outdoor spaces! You need to be more subtle and you need to entice people to you.
5. Email marketing. A lot of people use email like it is direct USPS marketing and that’s why it doesn’t get opened. You have to give people something when it comes to email. That’s why you see some offer recipes or something like that and you can do that, but why do what everyone else is doing? Why not do a contest giveaway to promote your Facebook page. Give away a $25 gift card to Home Depot or Starbucks or a local business or restaurant to one lucky person you choose who comes and likes your page in the next 24 hours. Get creative. Insert the real estate stuff, but also draw them to you by offering fun and interesting content. You can even highlight some of your Pinterest boards and draw them over there. Do a contest and start a community board with the email recipients’ input. You can ask them to pin their favorite watering hole, family outing, movie theater . . . Tell them the winner will get a $25 gift card to their favorite “____________” if they are chosen.
So in conclusion, internet marketing is not about you, your brand, your listing or your business. Internet marketing IS about THEM!!! Build those relationships the right way and people will be pulled to you when they need help with real estate.