September is Marketing and Branding Month at Inman. Which means we’re speaking to the chief advertising and marketing officers at main brokerages about how the pandemic is altering their jobs and what it means for brokers. We’re publishing a set of tactical Inman Handbooks for advertising and marketing on digital portals. And we’re what pages of the normal advertising and marketing playbook nonetheless work. Be part of us all month lengthy.
Since DJ and Lindsey DellaSalla began their actual property careers at Coldwell Banker 14 years in the past, the duo’s turn into certainly one of St. Augustine, Florida’s high unbiased actual property brokerages with $158 million in accomplished gross sales quantity and $70 million in pending gross sales quantity as of September.
The duo credit their success to their advertising and marketing and inventive groups, which have helped them rebrand from Ancient City Real Estate to The DJ and Lindsey Team in 2019, whereas constructing an inventory technique, digital video excursions and beautiful social media posts — all whereas changing into a mainstay of their neighborhood.
The DellaSalla’s sat down with Inman to share their high advertising and marketing do’s and don’ts for beginner brokers and brokers. Right here’s what they needed to say:
DON’T base your model on a brand or a glance
The DellaSallas say a common mistake independent brokers and agents make is basing their brand on aesthetics, which can embody a catchy title, a snazzy brand or a daring colour scheme and font. Though these issues are necessary, Lindsey stated it’s essential to know that buyers need to do enterprise with an individual — not a brand.
“Initially we had been actually centered on advertising and marketing a brand, and I believe we discovered what labored method higher for us was when we changed [our branding] to something a little more personal,” she stated. “So now [our branding] is our names and it’s our face.”
“Folks like doing enterprise with individuals they like, they know they usually belief,” she added. “[The change to the DJ & Lindsey Team] allowed us additionally to have the ability to develop wherever we wanted to go as a result of it had nothing to do with the placement, and it had every part to do with who we’re.”
DO keep constant together with your advertising and marketing efforts
The broker-owner duo stated brokers don’t give their advertising and marketing concepts sufficient time to create a return on funding. DJ and Lindsey stated they consistently try an idea for a year before deciding to keep it or scrap it since the generation to conversion pipeline takes wherever from six to 9 months.
“I believe what groups and brokers do lots of occasions is they struggle one thing out for 90 or 120 days they usually can’t tangibly place any form of ROI so they provide up and who is aware of, they may have been very near any form of breakthrough,” DJ stated.
“Whether or not it’s producing on-line leads, promoting on Fb or Instagram, on TV with slots the place you realize individuals will probably be watching or at huge native occasions, it is advisable continuously maintain your model in entrance of individuals on a regular basis,” Lindsey added.
DJ and Lindsey stated they monitor their promoting outcomes by way of a CRM, which lets them know the place every lead got here from. They monitor every advertising and marketing effort for no less than six months earlier than revising it or shifting onto one other thought.
“We’re very particular on monitoring the place each single lead is available in and lots of that these days is automated,” DJ defined. “Any sort of promoting must occur for minimally six months, after which you’ll be able to [revisit] it as a result of a traditional deal pipeline often takes about 90 to 120 days to see any form of traction.”
DON’T do all of it by yourself
Though Lindsey has a powerful advertising and marketing background from her days with Coldwell Banker, the duo realized they needed outside help as their team ballooned to more than 60 agents. That’s when DJ and Lindsey started looking for an in-house advertising and marketing professional who might spearhead their staff’s advertising and marketing efforts and permit Lindsey to give attention to transactions.
“We’d already introduced on purchaser’s brokers, itemizing brokers, admin individuals, accounting and transaction coordinators, a full-time photographer, videographer and editor,” Lindsey stated. “It solely made sense to carry on somebody that every one they do is run adverts, whether or not it’s on social media or for print campaigns.”
“Actual property brokers suppose they need to do every part, however they’d discover they might be capable to do extra issues like transactions in the event that they segmented out all these completely different elements that go into an actual property transaction,” she added. “Discover somebody who is an efficient match for you and your online business and might do all of these issues.”
“That single choice has actually helped our firm develop.”
DO put the patron first in your advertising and marketing
Though having a social media feed of lovely listings is nice, DJ and Lindsey stated brokers and brokers ought to take time to highlight the consumer experience — which is what’s going to drive consumers and sellers to work with you.
“We all the time put [our clients] first they usually know that we’re so centered on the patron expertise,” DJ stated. “We put that in all of our advertising and marketing, all of our branding — and all of our copy we write is targeted on them.”
“They see us in all places and we be sure that we’re dwelling as much as these expectations of with the ability to ship,” he added. “It’s about ensuring you’re all the time optimistic and being on the chopping fringe of every part as new issues are popping out and informing your shoppers about that.”
DON’T present favoritism with advertising and marketing listings
DJ and Lindsey said each of their listings gets the same marketing treatment, whether or not it’s a starter residence or a luxurious property. This, they stated, lets customers know they’ll obtain stellar service it doesn’t matter what. Every of their listings has skilled images and video, a 3D video tour and devoted social media posts.
“It’s nearly consistency,” DJ stated. “Everybody in each division, from admin to the itemizing coordinators to pictures to videography, is all the time accountable for ensuring each a part of the itemizing course of is seamless.”
“We promote homes in any respect worth factors for all individuals, and we would like the patron to know their expertise is simply as particular as anybody else’s,” Lindsey added. “I believe that’s the place we’ve actually set ourselves aside -— every part will get the very same quantity of consideration and energy in advertising and marketing.”
DO get private
Along with altering their title from Historic Metropolis Actual Property to The DJ and Lindsey Crew, the DellaSallas said they’ve been more open with showing their personalities, sharing their objectives and actions outdoors actual property, and getting concerned with their better St. Augustine neighborhood.
“We’ve put ourselves and our brokers on the market and we’ve documented lots of issues,” DJ stated. “We’ve put out lots of movies throughout the pandemic as we went round and tried to assist native companies by taking pictures free movies [for the businesses] and pumping it out on social media.”
“Not solely that however I’ve additionally logged in and shared private issues whether or not it’s me using my Peloton whereas I’m attempting to succeed in a 250-ride exercise objective,” he added. “We put our household occasions on there so there’s personalised issues form of sprinkled in on a constant foundation.
Lindsey stated their private and community-focused posts helped them develop their attain and allowed them to have a head begin as soon as shelter-in-place orders lifted in Florida.
“[Our videos] had a extremely nice response after which actual property shortly picked proper again up,” she stated. “As soon as we got here again, we had been capable of create new positions and rent extra individuals to deal with the inflow of shoppers.”
“We’ve tripled our quantity and workers members during the last 60 days, and that’s simply from being constant and being on the market,” she added.
DON’T be afraid to suppose outdoors the field
When the DellaSallas rebranded their firm final yr, they modified every part from their title to their brand and font to their colour scheme. The duo ditched their black and white colour palette for a daring, royal purple.
“I felt like we had been offering an expertise for consumers and sellers that wasn’t presently being supplied, so why not select a colour that isn’t getting used?” Lindsey stated. “It’s necessary to not overthink it.”
Lindsey and DJ stated it’s straightforward for unbiased brokers and brokers to fall sufferer to “evaluation paralysis,” the place they spend most of their time considering as an alternative of doing.
“Simply be sure that [your brand] is evident and concise,” Lindsey added. “Be certain it’s one thing that’s straightforward and pleasing, however you don’t want to have a look at 30,000 fonts and get 30,000 individuals’s opinion.”
“In case you prefer it and it’s clear, simply go together with it.”