Does Digital Marketing Actually Help Real Estate Agents? Old School Vs the Tech-Savvy

There are two types of real estate agents: The Traditional, old-school agent and the modern, tech-savvy one.

We’ll be talking about these two types of agents a lot throughout this article so how about we give these two a name?

Mario, the Eager Property Agent

Meet Mario, an old school real estate agent. He comes from a family of real estate agents and still practices the same ancient techniques passed down by his grandfather.

  • He’s always seen around with multiple big folders filled with paper contracts.
  • Photos of properties taken using his dated camera.
  • Sticks a sign in the yard like it’s the 90’s
  • Waits for prospects who drive by to see his number on the sign and call him.
  • When communicating with a lead or a prospect, he tends to sell hard and negotiates aggressively.
  • He’s also known for cold calling clients in the middle of a busy day, door knocks and leaflet drops by their doorsteps.

Andre, the Receptive Realtor

Now meet Andre, a new school agent who embraces every new technology out there to innovate the way he markets his services and properties.

  • For his neighbourhood or property photos, he hires a professional photographer or videographer to get the job beautifully done. He produces virtual walkthroughs, 360 videos and utilises video marketing.
  • He also consistently posts fun videos and photos of his properties, daily life, memes, current news and trends from his iPhone and shares it all over his social media accounts.
  • He usually emails or texts clients or agents about listings that are about to come out.
  • You can easily find his own branded website or properties online.
  • He develops a personal relationship with his clients by reaching out to them through various social media channels.
  • He blogs about his thoughts on the Auckland property market, creates guides and tips for home buyers and sellers and writes valuable articles/text posts for his clients.

Now that we have a persona for these two types of agents, Who do you relate to more? Are you more of a Mario or an Andre? Or are you kind of in the middle?

You’re probably still unsure.

How about we break down the differences between the two even further? In the battle of the traditional and modern methods of real estate marketing, which proves to be more efficient?

Let’s look at how Mario and Andre differ when it comes to the consumer-facing aspects of real estate. Which method – classic or contemporary shines best for your business?

The Pros and Cons of Mario’s Traditional Approach

Mario’s way of marketing is summarised through the Four P’s:

  1. Product
  2. Price
  3. Placement
  4. Promotion

It is very straightforward and focused on the company. However, this type of marketing provides metrics for measuring success and is easily tracked and organised.

It’s easier to determine right away what works and what doesn’t in his real estate marketing strategies. Mario uses personal selling, door-to-door process, cold calling, print advertising, and other classic promotional tactics to attract clients.

The downside is that his marketing method relies heavily on interruption. While there is no better way to get the attention of prospects than door-to-door meet and greets, it is not always well received. Cold calls or door-to-door selling, more often than not, tends to annoy his target market.
He also finds himself spending more because of the expenses that he has to shell out for transportation, printing and other miscellaneous.

Aside from the expenses, Mario also tends to work overtime as his cold-calling, door-to-door visits and flyering efforts are eating up most of his time – precious time and effort that he could have spent with his family or friends or just on the green! (He loves golf)

The Pros and Cons of Andre’s Cutting Edge Approach

On the other hand, Andre’s marketing method relies on Six C’s:

  1. Contact
  2. Connection
  3. Conversation
  4. Consideration
  5. Consumption
  6. Community

Unlike Mario’s company-focused ways, Andre’s version is more consumer-centric.

He uses “permission marketing” wherein he, as Seth Godin defines, “deliver anticipated, personal and relevant messages to people who actually want to get them.”

Andre understands that in today’s commercial world, it’s not enough to let people know that you exist as a real estate agent. He also needs to be a constant resource to people. An expert in his field.

Andre sets up a website and a blog that contains useful articles about mortgages, rates, homeownership, investing, property maintenance and other real estate topics that his market may not fully understand and are interested in reading about.

For customer service, instead of hounding his clients with phone calls, Andre communicates via texts and email. The primary drawback is that most of his prospects were not able to give him their full attention and respond immediately.

Mario, on the other hand, who picks up the phone to call his clients, is able to establish an image as an agent who genuinely cares by going out of his way to being available for customers.

Sure, he’s subject to annoy people whom he has interrupted with a phone call or by showing up unexpectedly on their doorstep. But in today’s real estate game where young property salespeople rely solely on digital communication and a non personal approach, most prospective clients will appreciate the human interaction and genuine attempt to make contact.

Old School VS tech-savvy real estate marketing strategies

The Verdict for Success in the NZ Real Estate Industry

The art of a grand real estate marketing strategy is to find a balance between old-school fundamentals and the efficiency of the modern method. While experienced agents who have been in real estate for a while have tactics that are tried and true, harnessing today’s technology makes them more coherent than ever.

The whole dynamics of the market has changed today. If you want to survive, you have to spruce up your old and traditional ways with the latest real estate marketing strategies.

Although the modern and digital method of marketing offers many ways of reaching your clients, it may not be as personal as the old school way.

Therefore it is important to always make the connection personal to tap and convert prospects to clients efficiently.

What technology helps with is the time and effort to find and convert potentials into definites.

Whether you’re a Mario or an Andre, Old school or modern, classic or contemporary, a mark of a good agent is someone who is beneficial to the customer.

Real estate agents in New Zealand, particularly in Auckland are increasing opening up to new ideas to stay ahead of the real estate competition and so should you. Don’t be like the dinosaurs!

Don’t know where to start? We can help you create a winning strategy for your real estate marketing efforts. Multiply your leads on autopilot in no time through proven, innovative tactics used by the big guys.

Work smarter. Not harder.
Interact with Gilbert, our fun and very insightful Facebook chatbot to learn more here: Meet Gilbert

Are you a Mario who wants to adopt Andre’s digital marketing strategy to find a good balance in your prospecting efforts? We got you.

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