Real estate agents rely on their area’s community to succeed – so do you need to spend money to make sure the locals get to know you?
A top agent spoke at AREC 2016 about using community involvement as a marketing tool and how sponsorship deals are about more than the money you hand out.
When it comes to making your brand known in your community, it’s important not to “push it down people’s throats”, according to Michelle Winckle of Hayeswinckle.
“I don’t run out there and physically go, ‘I’m a real estate agent. Can I sell your home?’ I build such a big rapport with people that they do come to me,” Ms Winckle said.
Hayeswinckle prides itself on its involvement with the community and its support of local causes. Ms Winckle sponsors local sports teams and hosts charity auctions. She said her involvement with these organisations goes much further than the money she donates.
“I’ve found when it comes to marketing you need to be involved in sporting clubs. You can’t just throw them five grand and then say I haven’t got anything back,” Ms Winckle said.
“You need to turn up for the games, you need to be involved... agents just ... they think it’s just going to come to them and you’ve got to put an effort in.”
Ms Winckle – who works in the Geelong, Victoria region – said the stiff competition in the area makes her community involvement even more important.
Working with local clubs is one of the ways she differentiates herself in a competitive market, and as a result she enjoys a lot of repeat and referral clients.
Ms Winckle acknowledged that increasing awareness of your brand in the community requires time and effort, but she pointed to her situation as evidence of the success such a strategy can reap.