Establishing a Pull/Push Marketing Strategy
If you were thinking about buying or selling a home, chances are, you’d begin your search on the Internet; and as part of starting that search, you’d probably be searching for a local real estate agent to help you through the process.
It would look something like this: you’d begin looking up different agents in the area you want to buy or sell in, looking for one that you think would be a good fit for you. Although there’s a number of different ways you’d determine if they’re a good fit, it would likely be a combination of looking up their reviews, experience, how they’re better than their competitors, and how they market themselves and their properties. After that, you’d likely reach out to a few of them to meet in person and figure out which one is the best for what you’re looking for.
In the above example, you were “pulled” into finding the right agent based on research, and then you were “pushed” into choosing someone to work with based on how you felt about them and how they marketed themselves; and having a pull/push strategy like this is a really effective way to get new business.
By implementing a pull/push marketing strategy, you can build your lead generation strategy in a way that can run in the background without much interference.
Push marketing is part of your outbound marketing strategy effort, and pull marketing is part of your inbound marketing strategy effort.
In a lot of cases, you probably already have some form of pull/push marketing in place right now, even if you’re not doing it strategically; but building it into your overall marketing can bring some big wins for you and your team.
If you’re wondering which one you should focus on, ideally, you’d want a bit of both to lay the foundation for a successful overall marketing strategy.
โ To learn more about inbound marketing, have a look at these posts and resources:
- The Philosophy of Inbound Marketing, and Why it Works for Agents
- Download our Inbound Marketing Guide for Real Estate Agents
Establish Pull Marketing
As part of your inbound marketing strategy, pull marketing is all about pulling people in to discover you, your brand, and your business, by casting a wide net to give them the opportunity to do so through your marketing efforts.
To build a pull marketing strategy, you’d want to focus on:
1. SEO: Your SEO strategy helps people discover you, and the content you post, in organic search results. By optimizing the content that you post (whether that’s blog posts, listings, page content, or anything else), you’ll be building more opportunity to get your content and your website in front of the right audience at the right time.
โ If you want to learn more about SEO, have a look at these posts and resources:
- Building a Well-Rounded SEO Search Strategy for Your Real Estate Website
- How to Start Building a Solid Real Estate Local SEO Strategy
- Download our SEO Strategy Building Guide for Real Estate Agents
2. Blog and Content Strategy: Your blog strategy is all about consistently writing high-quality content (that’s human and SEO optimized) that’s inline with what your audience is looking for so they can discover you and see you as an authority.
When it comes to attracting new people via your blog posts, one of the best ways to do that is to write about things that your clients are actually asking you; because if your clients are asking you something, you can bet that there are even more people searching for the same answers online.
โ If you want to learn more about blogging and content strategy, take a look at these posts:
- How to Plan Content that Attracts and Engages
- Optimizing Your Content for Humans (And Not Just for Search Engines)
- What it Takes to Build a Solid Content Marketing Strategy
- Why Agents Should be Investing in Their Real Estate Blog Strategy
3. Social Media Marketing: Your social media strategy should consist of branded, memorable content that highlights you and your business, and it should be done consistently. While posting a few images on social media every once in a while is fine, posting different types of content on multiple platforms on a regular schedule is a much more effective strategy.
โ If you want to post on social media but don’t have the design skills to make your content look beautiful, click right here to download our free, real estate agent specific social media template bundle.
Establish Push Marketing
As part of your outbound marketing strategy, push marketing is all about pushing yourself, your brand, and your services, to the people you want to work with.
To build a pull marketing strategy, you’d want to focus on:
1. Paid Search Ads: Paid search ads allow your ideal target audience to find you and discover your brand right when it matters the most. Paid search works well because of search intent, meaning, you can get in front of people at the right time because you understand exactly what they’re searching for.
For example, if someone if someone does a search for “best real estate agent” or “selling my house”, then having your ad show up based on that search is really powerful because you understand their search intent and you can easily address exactly what they’re looking for.
โ If you want to learn more about paid search, take a look this post called: Using Paid Search for Real Estate Agents to Get More Conversions and Transactions
2. Direct Marketing: Direct marketing can mean a lot of different things, but whatever the format, it’s a good way to reach out to your target audience to have them find out about you and your services.
Your direct marketing campaign could be through email marketing, print campaigns, or both. To be successful with direct marketing, you usually need to give it time (consistency and repetition are key), but what you include in your direct marketing efforts it is also really important. Your direct marketing should include a CTA and/or an offer of some sort, so there’s a way for the people that get it to convert and become part of your database.
โ If you want to learn more about direct marketing, take a look at these posts:
Try Both Pulling and Pushing
A successful pull/push marketing strategy is all about building interest and building authority. By implementing both, you’ll set a solid foundation for an effective and strategic lead generation strategy that can run in the background.
With up to date marketing trends relevant to today’s market, our report is a selection of curated content, information, and data that will give you an outline of what’s working right now in real estate marketing.
