How Can Top Agents Boost Their ROI When It Comes to Marketing


For real estate professionals, a solid return on investment from marketing is about more than just getting the most out of every dollar spent. It should also include a good return on the time being spent to prepare all the marketing materials. Fortunately, analytics may be able to help agents determine just how strong their ROI actually is.

The good news for agents is that there are plenty of options for not only getting their marketing materials in front of the people most likely to be enticed by them, but also examining just how effective those efforts have been, according to Inman. Facebook and other social media sites give advertisers like agents a bevy of tools they can use to determine just how effective every dollar they spend truly is, and this is especially true thanks to the ability to target ads to users in specific demographics or geographical areas.

Consider other types of returns
While ROI is often calculated in terms of dollars and cents, in today’s market it can come in other ways as well. For instance, when effective marketing turns into real estate sales, it’s easy to quantify; “I spent this much, and here’s how much I netted from that sale.” However, if that client then turns around and writes a glowing review online, it too can have a massive positive impact on future business, because consumers increasingly rely on customer reviews to make decisions about everything including which agent to work with.

Of course, it’s difficult to quantify just how much marketing activity is directly responsible for a positive review that, in turn, also leads to more business. However, gaining a direct lead from marketing activity can be a good indicator that their marketing efforts are paying off.

Can predictive data help?
Agents may also be able to benefit from using “big data” to cultivate predictive information that can inform more effective marketing, Inman noted, but acquiring big data often requires an additional investment. So the question for many agents becomes, “Is it worth it?” Many of these tools can use publicly available data to determine things like which area residents may be poised to buy or sell within a certain timeframe – which can certainly help to inform more direct marketing decisions that are more likely to pay off.

ROI should be continually evaluated to make sure that marketing efforts are effective and result in opportunities to connect with more clients.

Brought to you by HMS Home Warranty.  HMS is an industry leader with over 30 years of creating success for clients and providing peace of mind for customers.  To learn more click

Can Drones Really Help with Real Estate Marketing


Drones are certainly gaining in popularity these days, but how effective are they in marketing listings? This is a question real estate professionals should weigh carefully as competitors make strides to adopt this unique and relatively new technology. This type of investment can be effective in certain situations, but it may not be for every agent.

Certainly, the use of drones on large, attractive properties can be a crowd-pleaser, providing sweeping shots of gorgeous backyards and tree-lined neighborhoods, according to Chicago Agent Magazine. However, not every property has attractive features for agents to highlight, therefore it’s wise for agents to focus on their listing demographic as this may be a better investment for affluent f suburban neighborhoods than those in, say, more urban areas.

Other applications
Thanks to even more cutting-edge technology, drones can also be used to create 3D scans of houses in conjunction with virtual reality equipment generating a different kind of “wow” factor for client presentations. This method allows agents to make a great impression as it presents clients with the ability to save time by going through multiple “virtual” open houses, getting a real feel for what a home is like without actually visiting.

“What I tell my clients, nowadays, [agents] fight for visibility,” broker Fabio Brancati told the publication. “You have to think outside the box because … if you perform very well with your clients, your clients will refer you to five, six, seven people. In terms of giving a selection and buyers watching for homes they love, this is a tremendous change. Now, more buyers have the ability to select the homes they love and our job is to be the advisor.”

Thinking outside the box
Another way in which agents can use drones is to not only highlight the nicer features of a property, but also the entire neighborhood using the more appealing and attractive areas of a town, according to marketing expert Wade Harman. The same shots of gorgeous properties can also be applied to local parks and scenic routes as well, which may ultimately go a long way towards giving would-be buyers a view on a larger scale giving a given property that much more appeal and value.

When getting this type of video, however, it’s important for agents to make sure they’re following all local, state and even federal regulations for operating drones on public or private land. This minor research will allow agents to avoid legal entanglements that could otherwise occur.

The other issue to consider here is return on investment, but the good news is that drone technology is becoming increasingly affordable and with this in mind, it may be wise for agents to investigate all available options to see which – if any – will work best for them.

Brought to you by HMS Home Warranty.  HMS is an industry leader with over 30 years of creating success for clients and providing peace of mind for customers.  To learn more click