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Get the Ball Rolling...
Here are some simple steps to get the ball rolling on turning free market information into a marketing tool for your business:
Step 1 - Create It
You need to determine what information you will include as part of a package of information that you'll make available to the local market.
For example, you could compare national statistics against local market activity.
Is your market up or down verses the State?
Are local values holding steady, or falling more rapidly than expected?
Is activity steady, rising, or falling?
What happened the last time the market dipped in your area, and what trends followed?
Could these same trends be applied to today's changing conditions?
Step 2 - Package It
This is the most critical step.
Package up the information and brand it with your name, brokerage, etc.
Include a message from you to potential homebuyers about the changing market.
Promote the fact that by visiting your website or signing up to your e-mail list, you'll keep them informed of local market trends. While you're at it you should brand the report with a name - the "Smith Report on Real Estate", for example. (It helps when the name of the report includes your name, but it's not critical.)
Step 3 - Promote It
The worst thing you can do with good information is keep it to yourself. To be recognized as the local real estate expert, you need to tell people that you have good information about the changing market that you are willing to share:
Make it available online (ideally in PDF format with your name and logo permanently included on the front page).
Share it with the local media (nothing drives credibility and awareness like being featured in a local media article or an on air feature - and the changing housing market has increased the demand for good speakers to talk about real estate in the media).
Sign up for speaking engagements to talk to local residents about what's new and what's changing in real estate - this could include speaking at local financial planning seminars.
Making Free Information Work for You
Give away good information about your local market to as many people as you can, rather than holding on to it and dispensing it one person at a time. You'll build credibility, gain exposure, and promote your business - and take a major step towards being recognized as a local expert in your real estate market.
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