Attract & Engage More Customers Through Marketing Expectations
This post originally aired as a podcast!
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You might be familiar with the value of setting expectations in real estate. It’s a simple concept where you have a conversation up-front of what to expect and how things will work. These expectations can help guide your buyers or sellers throughout the process or help you define the relationship.
But have you ever heard about setting expectations when it comes to your real estate marketing?
While expectations for the customer experience is a popular subject, expectations for marketing is not. So, on today’s episode, we’re covering how setting expectations can help you re-engage contacts, entice more people with your ads, and more!
We’re diving into an essential concept that can significantly impact your marketing success—setting expectations. Whether it’s through ads, social media, or email marketing, the clearer you are about what your audience can expect, the more likely they are to engage with your content.
Why Setting Expectations Matters
You might think that setting expectations is a no-brainer, but I see this mistake all the time in the real estate world. When potential clients encounter your ads or marketing materials, it’s crucial that they know exactly what they’re clicking on. If they expect to see luxurious homes for sale in a specific area but end up on a page with a pop-up asking for their email, they’re going to bounce. This sends a negative signal to platforms like Google and Facebook, indicating that your ad isn’t relevant.
So, what can you do? Start by ensuring that your marketing clearly communicates what people will find on the other side of your ads or emails. This principle extends beyond just paid advertising; it applies to print ads and social media posts as well. Consistently delivering what you promise will help you build trust with your audience and improve your overall engagement.
The Importance of Clarity
Clarity is key in all aspects of your marketing strategy. If you want to capture leads effectively, you must set clear expectations about what they’ll receive in return for their information. Let’s say you have a pop-up on your website asking visitors for their contact details. Instead of just demanding their information, make it crystal clear what value they’ll gain by providing it. For example, “Enter your email to receive our exclusive guide on the top 10 luxury homes in [Your Area].”
When people know what to expect, they’re more likely to provide their real information and engage with your content. If your lead capture form is vague or feels more like a nuisance, you’ll struggle to get quality leads. So, take the time to clearly outline the value proposition right from the start.
Setting Expectations in Social Media
Next, let’s talk about social media. The beauty of social media is that it gives you the chance to set expectations about your brand and the content you’ll share. Think about someone you follow online who consistently posts the same type of content. Maybe it’s cat memes or insightful articles. Regardless of what it is, you form an expectation based on their past behavior.
You can leverage this concept for your real estate business. If you want to be recognized for providing local real estate insights, you need to consistently share that type of content. By doing so, you’re not only setting an expectation but also building a brand identity that people can rely on.
Let’s say you focus on sharing market updates, tips for homebuyers, or community highlights. Over time, your audience will come to expect this type of information from you. And that’s a good thing! When people know they can rely on you for valuable insights, they’re more likely to engage with your posts and share your content with others.
Email Marketing: Don’t Be the Random Sales Email
Now, I want to address something that often gets overlooked: email marketing. We all hate receiving random sales emails from people we barely know, right? But have you considered that your audience might feel the same way if you suddenly start sending them marketing emails out of the blue?
If you decide to reignite your email marketing efforts, it’s crucial to re-engage your contacts by setting expectations from the outset. Take a moment to send an introductory email. You might say something like, “Hi [Name], it’s been a while since we last connected! I’m excited to let you know that I’ll be sending out regular updates, including market reports, homebuying tips, and community news.”
By providing a heads-up about what they can expect, you’ll help them feel more comfortable receiving your emails. Plus, it establishes trust, letting them know that you value their attention and won’t waste it with irrelevant content.
Consistency is Key
As you develop your marketing strategy, keep in mind that consistency is vital. Once you set expectations, it’s essential to follow through. If your audience expects valuable content from you but you suddenly switch gears and start posting unrelated material, you’ll lose their trust and engagement.
Consider this: if you follow me at Ideas for Real Estate, you expect to receive marketing tips and insights specifically geared toward real estate. I’m not going to suddenly start sharing cooking recipes or travel tips. My content focuses on real estate marketing, and I stay true to that promise.
The more consistent you are in delivering valuable content, the stronger your brand becomes, and the more likely your audience will return for more.
The Path to Successful Marketing
Before you create your next ad or marketing initiative, I want you to ask yourself three simple questions:
Am I clearly explaining why someone should engage with this?
Am I clear about why this matters to the other person?
Does my marketing fulfill the promises I’m making?
Taking the time to answer these questions can set you up for success. By clarifying your message and aligning it with your audience’s expectations, you’ll create a smoother path for them to follow.
Set Yourself Up for Success
Setting expectations in your real estate marketing is not a complicated concept. You don’t need a marketing degree or years of experience to do it well. Instead, it’s about being clear and consistent with your messaging. When people know what to expect from you, they’re more likely to engage and trust you.
If you’re ready to take your marketing to the next level, remember to set clear expectations and deliver on your promises.