The Building Blocks of a Solid Listing Strategy: Knowing Your Audience

In today’s real estate market, identifying and marketing to the right audience is critical to your success. Without a clear understanding of who your potential clients are and how to interact with them, you risk wasting valuable resources targeting people who are unlikely to transact with you.

This article explores how to identify your optimal audience, along with tactics that will help strengthen your listing strategy through social media.

Finding your ideal audience

As a real estate agent, it may be tempting to market your services to anyone and everyone in your community. But in reality, targeting “everyone” can waste time, money, and other important resources.

So unless you have unlimited funds to post your face on every billboard, bench, and television in your market – you need to narrow your audience to the people who are most likely to transact with you in the next 12 months.

Prioritizing “transaction-ready” homeowners

While there are over 140 million households in the United States, we know that roughly 4% sell each year. So if you want to spend less time and money finding listings, you should focus your efforts on the bottom 4% of the funnel known as “transaction-ready” homeowners.

Transaction-ready homeowners are people who are actively looking to buy or sell their homes. These are people in your market who are raising their hand screaming, “I want to sell my home right now!”

The most common transaction-ready homeowners are expired and for-sale-by-owner listings. Since expireds have already tried (and failed) to sell their home, and FSBOs think they can manage the process on their own, both of these types of homeowners are primed and ready to do business with a qualified agent.

While not every Expired or FSBO will choose you as their agent, prioritizing them as part of your audience will ensure you’re engaging with people who want to transact immediately.

Getting your audience’s attention

Now that you’ve identified your foundational audience, it’s time to get their attention. You can accomplish this by tailoring your marketing efforts (or “pillars”) to the specific needs and preferences of those most likely to sell in the next 12 months.

Your marketing pillars should include paid advertising, organic social media, cold calling, and working your sphere of influence. Tending to each of these marketing pillars will help solidify your listing strategy and lead to more connections, listings, and commissions. If done effectively, each pillar will strengthen the others, creating a positive feedback loop of lasting success.

Let’s dive into each pillar to see how it’s done…

Organic Social

There are billions of people on social media… including your future listings. So the more you post on platforms like Facebook, Instagram, and TikTok, the more people will recognize you when you interact with them in person.

Keep in mind that social platforms prioritize content creators who share authentic, engaging content. If you only post about real estate, you’ll lose followers and get buried by platform algorithms. So make sure you find a good balance between personal and real estate content – about 80% fun/personal content and 20% real estate content.

Paid Advertising

Social platforms like Facebook and Instagram allow you to target your exact audience by running unique ads to specific people in your database. This means you can put relevant messages right in front of homeowners who are most likely to sell in the next 12 months.

Sphere of Influence

Don’t forget to include your own sphere of influence and past customers. Too many agents work hard for a single transaction, but forget about their past clients as they look for their next deal. Staying top-of-mind with your past clients and your personal sphere of influence will yield the highest results over time through repeat and referral business.

Cold Calling

When it comes to lead generation, cold calling is one of the most effective ways to connect with qualified homeowners. The only problem is, cold calling can be tedious and discouraging, especially for newer prospecting agents.

So try this instead:
Pair your cold calling strategy with organic social content and paid advertising to warm up your prospects before you call.

This way, when you do call, homeowners will know your name, face, and what you do from social media. It’s a great way to break the ice before you jump on the phone.

Closing the deal

Are you ready to elevate your listing strategy and talk to more transaction-ready homeowners? Implementing the tactics in this blog will help strengthen your foundation and allow you to effectively market to your ideal audience.

With the right set of tools and leads, you can easily find and target your ideal audience on social media, have more meaningful conversations, and ultimately close more deals.

About REDXREDX provides real estate lead data and prospecting tools, including seller leads, dialers, and social media tools for advertising and content creation.

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