Inbound marketing: A good agent will use what’s known as “inbound marketing” to drive up leads. According to Trust Media, inbound marketing is a “strategy where businesses implement tactics to ‘get found’ by customers. [It] involves creating a dedicated website and providing valuable content for your customers, promoting your remarkable content, building customer relationships, and ‘pulling’ the customer toward you.” Even if you don’t know how to navigate a website, most buyers today do, and they use the Internet to look up properties to buy. Smart agents will have high-quality, professional websites set up to be “found” online, and they can advertise your home and its features to buyers using search criteria functions. Discuss inbound marketing with your real estate agent so you can learn more about what this entails so you can begin your online marketing plan. Direct Mail Advertising— Used the Right Way: Direct mail still has a role in real estate, but only when it is used intentionally. In most cases, mailers are sent broadly to nearby homeowners, which is far more effective at generating future listing opportunities for an agent than attracting qualified buyers for a specific home. There is one notable exception: targeting renters in the immediate area. Renters are often the most overlooked pool of potential buyers—people who already know the neighborhood, want to stay local, and may be actively planning their next move. When direct mail is designed to reach renters specifically, it can support the goal of selling the home, not just promoting the agent. The challenge is that many agents don’t clearly explain who their direct mail is targeting or why. You should feel comfortable
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