Real Estate Marketing: Balancing the Right & Left Side Brain

Todd Tramonte's team makes millions of dollars a year on commission, and he helps his coaching clients do the same.

Which means he's probably one of the top 10 people in the world who think most about real estate marketing.

Chris and Sean head the marketing department at RealGeeks, so they're constantly thinking of ways to deliver more value to the platform's clients - agents who want to grow their business.

Which means they're probably also part of the 10 people in the world who think most about real estate marketing.

In this Keeping it Real episode, these three nerds sit down and have a discussion on how agents can apply global marketing concepts to residential real estate businesses.

Enjoy.

The Down-to-Earth Real Estate Marketing Philosophy

Chris Breaks it Down:

Let's cut the jargon. Chris, our marketing wizard, lays it out plain and simple.

"There's nothing better than talking about marketing with hairstylists." he says, "They couldn't care less about the fancy jargon - they do what works, and stop doing what doesn't."

Ultimately, the marketing for your real estate practice boils down to three questions:

Who do you sell homes to?
What do the people you sell homes to care about?
How can you help them in their goal?

Sean Keeps it Real:
Sean, RealGeeks' content king defines marketing as the exchange of value.
"At its core," he says, "What's always been true and will always remain true is that what you put out there needs to help people."

We often forget this. Instead of thinking of our content, our ads, or our emails from the perspective of what our clients need, we look at it as a presentation of ourselves.

That's the wrong approach.

The Left-Brain vs. Right-Brain Tango

Chris Spills on Marketing Tactics:

Marketing is a dance between the left analytical brain, and the right, artistic brain. Chris understands this well.

During his early days as the PPC guy for a domain registration company, he was put in charge of a very creative task: write the scripts for the ads they would put on an ethical hacking podcast.

It was a challenge for someone who describes himself as a more left-brained marketer. But he was able to take a step-by-step, data-driven approach to his copywriting.

He pulled the numbers from a poll on where people first had ideas about registering domains. And he poured them into a snappy, funny ad, that had the actors think of business ideas while in the shower, or driving down the highway.

Your takeaway: think of how you can use the data you have from platforms like RealGeeks or any other CRM you choose, and utilize it in your content.
This way, you'll communicate with your leads based on their actual behavior. 

Real Talk on Common Pitfalls in Real Estate Marketing

Sean's Marketing Peeve:

Sean highlights a common trap - agents going all in on themselves. 

"People are not looking to work with the best realtor. They're looking to find their dream home for a great price." he reminds us.

This is not your story. You're simply helping them on their journey.

Your takeaway: instead of building content around how great you are, build your content around their goal, the common pitfalls they'll encounter to get there, and the best ways to make it through the journey. Paint them as the hero, and the property as the ultimate goal. 

Todd Tramonte's NLP and Simplified Marketing Wisdom

NLP and Ethical Persuasion:

Enter Todd Tramonte with some mind-bending wisdom - Neuro-Linguistic Programming (NLP) and ethical persuasion.

"When I drive down the highway and see billboards with 30 words on them I realize: this marketer was not thinking of the customer."

And he is right.

Not just because this type of advertising is completely user unfriendly - if you're speeding down the highway there's no way you'll be able to read 30 words on a billboard - but also, no message is going to stick if it's that long.

Your takeaway: Tell the most story in the least words. It's about impactful communication that sticks.

Riding the Waves of Evolving Real Estate Marketing Trends

Quality Over Quantity:

The conversation shifts to the ever-changing landscape of real estate marketing. It's not just about grabbing more leads; it's about snagging the quality ones with killer conversion rates. Data analytics takes the spotlight, helping businesses choose the right channels and ad types that actually matter.

Todd acknowledges the primary concern agents have nowadays, but notes: "I'd rather spend $100 on 10 leads that convert at a 40% rate than spend $100 on 100 leads that convert at 2%"

Your takeaway: instead of looking for a channel that offers cheap leads, consider the full picture. Because working 100 leads takes more of your time, effort, and resources, and it might end up making you less money in the long run.

So take a hard look at your metrics, and truly figure out which channel is giving you the highest-quality leads, based on what it takes to convert them.

Owning Your Leads vs. Relying on Platforms

The Zillow Game:

Our marketing nerds wrap up with a comparison - owning leads generated on your site versus relying on platforms like Zillow. Sure, Zillow might seem like the quick fix, but the long-term value of leads nurtured on your turf can be a game-changer.

Consider a scenario where you have a RealGeeks lead 20 months out and a Zillow lead costing 100 times as much but 30 days out.

What's the best-case scenario for each lead?

Your best case scenario with a Zillow lead is that they'll give you a 5-star review.

But on the RealGeeks end, that lead is now part of your ecosystem. And because you spent 20 months building a relationship and generating value for them, your best case scenario is infinite.

The sky's the limit. This person can become a referral, a second time buyer, and effectively a new marketing channel.

Final Thoughts

Real estate marketing is all about finding that sweet spot. Blend your left-brain smarts with right-brain creativity, and you've got the secret sauce.

Understand the basics, provide real value, and stay on top of the trends. It's not just about selling homes; it's about creating experiences and forging relationships that stand the test of time.And if you're looking to build a lifestyle business that allows you to travel whenever you want on a moment's notice while it generates money for you in the background, join Todd's coaching plan.