Realtors are a Bunch of Button Pushers

As stated in an earlier blog, 800 lb. Gorilla in the Room, a successful marketing campaign has an obligation to push certain buttons for its targeted audience. 

Buyers and Sellers of real estate have similar buttons (other than the price point) and they need pushing too. Realtors are attempting to push those buttons.

A home that sells for at least $750,000 is considered to be a luxury home. This pricing range has always been an active one here in Austin because of the abundance of successful and affluent people that live here.

Realtors, who want to attract this demographic, must rely heavily on the Internet because they know this is the most likely search source medium used by this up-scale client.  In fact, 80% of all real estate transactions begin with an Internet search. 

Realtors use this medium because it gives them an arena in which to display, not only their market expertise, but a visual conception of the type of marketing efforts they put forth on their client’s behalf.

Up-scale properties necessitate unique marketing.  Waterfront homes, homes on golf courses, or ranch homes with large acreage, all require specialized knowledge.

So, besides the emotional buttons that can be pushed with an excellent Internet presentation, they have the opportunity to show how they have earned their special designation within this special home market and how their expertise can benefit the buyer/seller.

Realtors continually strive to position themselves and their client’s in the “Top Page” position of the major search engines.  These search engine optimization (SEO) campaigns can last for up to a year or more.  Even then, some never achieve this very elusive status.

All is not lost, however, as superior positioning is available to them by utilizing a different approach.

Like well positioned billboards on major highways, real estate showplaces have already carved out these “Top Page” positions for luxury homes, golf homes, waterfront homes, as well as, farm and ranch properties on the major search engines. 

Through exclusive showcase arrangements, Realtors are being offered a unique and proven “gateway channeling” format that can provide a simple way to gain exposure in these crowded arenas.

With the cost of search engine marketing (SEM) today, coupled with the time and effort to achieve a high profile on the Internet, this alternative strategy provides a good balance in the economies of scale and should be considered in any marketing program.

Remember, people will continually look for what they seek ….. until they find it.