With a rapidly increasing need for qualified real estate agents, many schools are now offering real estate marketing degrees to prepare their graduates for the fast paced career of real estate marketing. Real estate marketing is one of the most important aspects of real estate and one of the most widely used in marketing. It involves the selling and negotiation of real property-related assets. The real estate market is one of the most competitive and lucrative industries today and it requires the real estate agents to find, locate, and list homes and properties as well as working with homebuyers, sellers, and real estate professionals to close real estate transactions.
A real-estate marketing degree program usually covers core topics such as government regulations, trends, demographics, financial markets, marketing, investing in real estate, and strategies for marketing. While a real-estate agent doesn’t need to pursue a full time marketing degree, many recommend that anyone who wants to enter this field take at most some marketing courses in order to sharpen their business-building skills. These courses cover topics like advertising real estate, creating a professional appearance, networking, direct mailing, and many more. Other areas of concentration could include real-estate law, financial management, or real estate marketing techniques. For students who prefer to choose their own courses, a wide variety of colleges and universities offer a wide variety of real estate marketing programs, including associate degrees, bachelor’s degrees, masters degrees, and doctoral degrees, listen to this episode on servant leadership.
Students in real estate courses learn the importance and benefits of cold calling, referral generation, and networking. They also learn about the importance of identifying target markets, finding qualified leads, and closing real estate transactions. Marketing techniques include brochure and direct mailing, website development, media promotion, sales and service program design. Students learn about choosing strategies to reach their preferred client base, strategies for increasing foot traffic, and ways to improve conversion rates. The focus of each real estate course may vary slightly from one school to another, but all teach students the basics of real estate marketing.
Real estate marketing’s primary goal is to generate qualified leads and keep them coming back. Leads are people who have expressed interest in real-estate. Sometimes these leads come directly from local realty agents, but other sources of leads include other businesses, non-traditional participants in the realty market, and websites that bear the realty agent’s name. These qualified leads can be used by a real agent to market their property through mailings, prospect lists, and other marketing tools. A real estate professional should be open about the nature of any relationship with a lead. Personal connections can make or break a sale. Some real estate professionals are successful by cold calling potential clients, while others love making sales calls.
While all real estate marketing courses teach the basics of selling and prospecting, they don’t teach how to improve a person’s communication and interpersonal skills in order to be more successful in business. While most real estate agents are friendly with their peers, there are some who struggle to work with others, even if they work under the same agency. Some agents have difficulty building trust among their peers because of their less than stellar customer service skills, non-stop promotions, and cold calls. A good training program in real estate marketing will help the aspiring agent improve their customer service skills, communicate effectively with the public and build rapport with them. These skills will not only help the agent sell more properties, but also increase the overall profitability of the business.
Learning these real estate marketing strategies can be accomplished by taking a real estate education class. Students should choose a program that offers comprehensive instruction, a flexible time schedule, and a student support system that is easily accessible throughout the course. This will ensure that students will not only be able to pass the real estate license exam, but will also be able to be the most effective students in their markets. Anyone can succeed in real estate marketing with a little practice and hard work.