Advice From Experts: Star Realtor Lydia Player Offers Tips For Revamping Your Marketing Strategy

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A perennial top-performing agent, Lydia Player offers her wisdom on real estate marketing

As an occasional feature, we’ve asked several high-performing agents about their marketing strategies. We wanted to know what does and doesn’t work for real estate agents in a variety of situations. This time we’re focusing on getting ready for the off-season. We asked star Ebby Halliday Luxury Portfolio agent Lydia Player: “What are the best actions and biggest mistakes agents make when marketing themselves.

Look for her answer after the jump:

The biggest mistake I see is when agents send out a single mailer that either announces their latest sale or advertises their services. I get these at my own home, and they are such a waste. Just because you sold a home in my zip code – that may happen to be 2 or 3 miles from my home – doesn’t carry any weight at all with a potential seller. Consumers know that homes in our area sell all the time. And a one-time postcard won’t make you memorable to a potential seller.

A better strategy is to find a niche and focus on that market. When you mail an announcement, do it to the folks in your niche. Repetition is the key. They need to be contacted at least 3 or 4 times a year to remember you.

A niche doesn’t have to be geographic or that large. Your niche could be bridge players or oral surgeons or poodle owners. If you are actively working your chosen market on a regular basis, then a couple hundred people is enough to drive your business.

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Joanna England

If Executive Editor Joanna England could house hunt forever, she absolutely would. Instead she covers the North Texas housing market and the economy for CandysDirt.com. While she started out with the Real Estate Center at Texas A&M University, Joanna's work has appeared in The Dallas Morning News as well as several local media outlets. When she's not knitting or hooping, or enjoying White Rock Lake, she's behind the lens of her camera. She lives in East Dallas with her husband, son, and their furry and feathered menagerie.

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  1. mmCandy Evans says

    Lydia is a brilliant marketer and I am so glad she said this. Seeing what you have sold is like the biggest Debbie Downer in the world — honestly, it’s more frustrating than bad sex!

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