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Real Estate Marketing: Value vs. Call to Action

Published on Monday - May 28, 2012

Marketing is more confusing than ever for those in real estate investing today. If it’s not a new ‘must-have’ social network you have to be on it’s video or mobile that demands attention. Then back to SEO and what about offline marketing?

However, it isn’t even deciding on channels and choosing between different types of media that is the most confusing or the center of the most controversy today. It is whether the focus should be on providing value and hoping to get some deals or a direct sales pitch is the best way to go.

Real estate investing pros have been bombarded with the message that hard selling is out and that is definitely doesn’t work when it comes to social. Then just a couple weeks ago Facebook comes out and tells business owners that they aren’t being direct enough and including enough calls to action.

So what’s the deal?

There is a lot to be said for both arguments and perhaps the right answer is a good balance of both. However, when it comes to real estate investing the right strategy can also depend a lot on what your needs are and budget situation is.

Focusing on value, taking yoru time like Facebook did in the beginning to just build a network and following can be smart. Unfortunately not every investor can afford to wait years to start doing deals and actually bringing money in the door. Most new real estate investors got in because they need fast cash and are running out of it fast. This makes a direct approach almost essential. Hit or miss you will get deals by being direct, even though you may alienate a few prospects in the process.

Perhaps you can afford to blow a few prospects now if they don’t mean immediate cash in the next 30-90 days but that isn’t a winning strategy for the long term, or you will always be struggling to find a deal to eat on next month.

Ask for the business but also begin building valuable content for long term success.

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