From the trenches: real estate marketing tips – Katie Lance

There are some seriously smart marketers and tech-savvy advisers sharing their wisdom on the web and through social channels.

That’s why we decided to start a regular Q&A series here on FreeAgent! Head to the comments section to let us know what you think – and feel free to suggest your favorite real estate maven for an upcoming post.

Meet Katie Lance

As CEO and Owner of Katie Lance Consulting, Katie works with mid to large-sized brands in the technology and real estate industries on their social media strategy and content development.

“I have been in marketing/branding for the past 15 years in the real estate industry for the last eight. My last position at Inman News as the social media director, gave me a front row seat to the challenges the industry has in social media.
I think Realtors™ have an even bigger opportunity in social media because real estate is such a people business and such an emotional process for so many of the consumers who work with a Realtor.”
Q. In a hot real estate market like this, it’s tempting to spend too much time working in the business instead of on building the business. How much time should an agent spend on marketing themselves vs. marketing their listings?

A. I think regardless of how busy an agent is, they can’t drop the ball on marketing and branding themselves. This includes keeping in touch with past clients, and making sure their website is up to date and that they are publishing relevant information consistently to their social channels. An agent needs to keep the marketing wheel rolling so they avoid the peaks and valleys that so many agents slog through.

Q. What advice would you give to a new real estate agent who wants to create a brand for themselves?

A. An agent needs to figure out what they are passionate about and why they do what they do. A personal brand is not a logo but it’s what people think of when they think of you. The agents [I notice] do a great job with personal branding largely because they are focused on their market areas, focused on being authentic, and focused on putting out a consistent marketing message that helps to back up their personal brands.

Q. How has technology (especially social media, mobile, and the Internet) transformed the average Realtor’s approach to marketing? what technology tools do you think are critical to improving productivity and more effectively communicating with clients?

A. Technology has made it easier for Realtors. I think Realtors need to look at tools that are going to help them do business better and more efficiently.eSignature and transaction tools like DocuSign and Cartavi help agent do their job better and provide a great experience for their customers (note: Cartavi is one of my clients). Other tools like DropBox, Google Drive and HootSuite are other great for agents to manage their documents and their social media.

Q. Is there still a place for offline promotional tactics in an increasingly digital marketplace? What tactics do you see as still effective — direct mail, outdoor advertising, print, events?

A. It depends. I always say to keep doing what’s working — if it is working for you. I think there will always be a place for the handwritten note and some traditional media — but again, it just depends on your market area.

Thanks Katie – great insight! Look for Katie Lance speaking across the country at conferences and events, teaching the latest tools and strategies in social media, mobile and technology trends. She also contributes to Inman news and The Huffington Post. Follow her on twitter — @katielance.

Want to suggest an agent that can contribute to our From the Trenches” series?