Unlocking Success in Real Estate: Your Ultimate Guide to Property Marketing

In the fast-paced and competitive world of real estate, effective marketing is the key to unlocking success. If you’re a builder or investor looking to take your real estate operations to the next level, this is for you.

As a seasoned marketing manager specializing in real estate, I have curated an ultimate guide to help builders and real estate investors maximize their property's potential. I’ve worked with the top marketers in the industry and honestly, I’ve always been disappointed. Marketers don’t specialize in Real Estate generally, so I’ve always had to fill the void in translation and in doing so I’ve become the go to expert in the field myself. Now, I’m sharing the inside tips with you.

In this article, we'll delve into crucial aspects such as branding, website development, property management software integration, and strategic marketing techniques to easily take your company to the next level. If it feels like a lot of information and not in your wheelhouse to take on yourself, don’t worry, you can absolutely hire me to consult with your team or set up the entire operation for you.

Here’s a quick video on what I offer.

First, you’re going to need to establish your goals for your company or project by answering some basic fundamental questions.

Who’s Your Audience?

• Are you marketing to potential residents or potential investors for your deals?

• Will you need a website for your company, or just at the property level. Will this change as you scale?

• How will your team communicate with leads, manage funds/rent rolls? CRM or Spreadsheets? There’s so many affordable property management software’s available now, we’ll review the best and why they’re better than excel from the onset shortly.

Branding: People buy why you do something, not what you do.

Establishing a strong brand identity sets the foundation for successful property marketing. To create a lasting impression, focus on the following:

• Develop a unique brand identity that resonates with your target audience.

• Design a captivating logo that represents your company and property.

• Select brand colors that evoke the desired emotions and align with your target audience's preferences.

• Craft a compelling brand voice that communicates your values and connects with potential clients.

Website Development: From Canva to Squarespace or Custom Sites

A professional and user-friendly website is a vital tool for showcasing your property and attracting potential builders and investors. Optimize your website with these essential elements:

1. Utilize user-friendly website builders such as WordPress, Wix, or Squarespace to streamline the development process, these are the best for optimizing SEO ranking, and can give you page options for individual properties if the main site is for your development company.

2. Create visually appealing property listings featuring high-quality photos, detailed descriptions, and floor plans. Canva not only creates fantastic graphics for use on your site, they actually allow you to create sites within canva, and collect data from forms consumers fill online, all without knowing how to build a site and deal with web hosting fees. Not amazing for a developer’s site, but if you’re listing one property— it’s pretty, pretty good.

   For Example, this took me all of two minutes to make ——-> CANVA SITE EXAMPLE

3. Incorporate an easy-to-use application form to collect essential information from interested parties. THIS! This should always be the goal of you consumer facing site. Keep it simple and direct them to contact you in a way that allows capture of their info as seamlessly as possible.

4. Ensure simple integration with property management software for streamlined rent collection and application processing. This allows you to keep tabs on your receivables, track leads and rental applications/availability, and some offer investor facing options. I know because I beta tested Appfolio’s Investor Platform, and it’s cool.

Property Management Software Integration

Efficient property management is crucial for attracting investors. Integrate the right software to streamline operations and enhance tenant experience:

Stay tuned for our next article on all of the available property management software options in 2023.

• Research property management software options such as Buildium, AppFolio, or Yardi that offer features like online rent collection, tenant screening, and maintenance tracking. Yardi lite is great if you’re needing only the basics. AppFolio is better if you’d like investors to be able to view their contributions and reports without generating your own each month. Entrata has a decent CRM, but honestly, you can use tools like Zapier to connect almost any software date nowadays.

• Select a software that seamlessly integrates with your website, simplifying processes and providing a centralized platform for managing applications and rents. I can code almost any software into a squarespace site easily. Additional coding of a HTML can create a more visually appealing version of this for your consumer, but honestly, if they’re clicking to apply, you’ve already won them over in branding and marketing.

• Optimize efficiency by leveraging automation tools for tasks like lease management, rent reminders, and maintenance requests. Setting up auto emails and texts for leads, reminders for rents due or important dates is crucial to maximize your leasing teams time and energy. Don’t skip this step in your CRM! Wouldn’t it be nice if your tenant files a repair request, and your Contractor gets an automatic email to confirm and schedule without you having to be the go between? Yes, you want this.

Images from Appfolio

Strategic Marketing:

To stand out from the competition and attract potential clients, implement a comprehensive marketing strategy directed at your audience. What do they want? What compels them to choose you over anyone else?

• Conduct in-depth market research to understand local real estate trends, rental demand, and competitor strategies. You can view social advertisements of competitors on Meta Business Suite.

  Go to their Profile.

  Tap the ...

  Select About This Account.

  Under Active Ads you can view the account’s active ads in the Meta Ad Library, where you can see all the ads an account is running across Meta products - et voila.

• Develop buyer personas to identify the target audience's preferences and needs. This is crucial for advertising. You have restrictions on housing as a special targeting audience, but your ads can absolutely have a Grad Student rocking a Penn hoodie working out in your gym and target audiences that have an interest in UofPenn. Targets like these are proven to lead to higher conversions.

• Utilize digital marketing channels such as SEO, SEM, social media marketing, and targeted advertising to reach a wider audience. Take your site brand but make it social. Create a google my business page and add content and reviews here to create authority in the market.

image for MyMillenial

• Create engaging content, including blog posts, videos, and images, to showcase the property's unique features and provide valuable information to potential clients. Go for emotional and entertaining content to draw in your audience, but don’t give the milk away for free… ie your goal is to entice your audience into your funnel or site. So only give them enough to show interest and want more info, so you can convert them through your contact forms on your site.

• Photography, Video, and virtual tours are necessary. Did you know a great agent can do a Matterport virtual walkthrough of a property that’s 200 sqft in about 20 minutes, all from their phone. You don’t need to pay $300 every time you need a tour. A subscription to Matterport alone is around $100 and you can host all of your units under one subscription. If you have a great stabilizer to attach your phone to, you can get cinematic style video everyday as well, which is necessary for content on social and staying top of mind to your consumers.

• Collaborate with local real estate influencers, property listing websites, and offline marketing methods like signage and direct mail to expand your reach. Hosting events is a great way to get USG, or user generated content. This helps build trust because when other people are talking about your company or property, your word of mouth reach expands, and this is the most trusted way to guarantee conversions.

• Advertise, and retarget site visitors on social to keep their attention on your brand. You can do this using google and FB pixels to create custom audiences for retargeting your traffic when they take specific actions on your site, ie sending an ad for a two bedroom unit that’s available bc a potential tenant just clicked on two bed layouts on your site…. and now you’re following them around the internet in sponsored posts. Magic!

If you’re a real estate investor/operator, understanding the importance of branding, website development, property management software integration, and strategic marketing is vital to your success. By following the tips and strategies outlined in this guide, you'll be well-equipped to attract partners and tenants by positioning yourself as the premier option for them. Unlock the full potential of your property and drive success in the competitive real estate market.

Remember, effective marketing requires constant adaptation and refinement. Stay updated with the latest industry trends and continuously evaluate the performance of your marketing efforts to ensure optimal results.

Contact me today to elevate your property marketing to new heights and drive exceptional results.

Meet Kathryn Blessington

Locally known as a trend setter in marketing for real estate and design, Kathryn, a Main Line PA native, is ranked as a top luxury real estate agent in Philadelphia and the Main Line. She’s distinguished as the Most Viewed Agent Online nationally in 2021 and 2022 and her deals have been featured in Philly Mag, Philadelphia Style, Main Line Today, Curbed, The Inquire, and notably Architectural Digest.

Looking to buy or sell your home?

Are You Prepared to Sell Your Home in Philadelphia?

When it comes to selling your home, one question looms large: What's next for you?

Before you make a decision, it's important to consider the challenges you might encounter as a buyer. It's also crucial to assess your space requirements for a new home. While downsizing may be relatively straightforward, if you're looking for a similar-sized property, keep in mind that housing prices have been rising holding steady in some markets and dropping up to 10% in others. Rates are on the rise as well, so if you can put 20% down, you’re in a better position to refinance later when they drop.

Selling your current house while searching for a new one requires careful planning. What if your home sells before you find another? Are you willing to incur additional costs for short-term rentals, or would you consider asking the buyer for an extended stay? Moreover, what happens if you find your dream home but haven't secured a buyer for your current one?

Once you've addressed these questions, it's time to prepare your home for sale. If you’re not confident with the answers to some of the questions above, I can help. More on that later.

Preparing Your Home for Sale in Philadelphia

Your Pennsylvania home may have served you and your family well, but what will potential buyers think? Before listing, ask yourself these three essential questions:

1. Is it worthwhile to upgrade your home before selling? If you're considering major renovations to increase your selling price, think twice. Remodeling projects rarely recoup their full costs at resale. For example, a $28,000 kitchen remodel may only yield a $20,000 increase in the selling price, according to Remodeling magazine. Instead, focus on cost-effective improvements that can enhance your home's value.

2. What repairs should you address before selling? Put yourself in the shoes of a potential buyer touring your home. Are there noticeable issues that could discourage someone from purchasing a property with a hefty price tag? Peeling paint, evidence of water leaks, and cracked floorboards should be addressed before welcoming buyers inside. However, not every problem requires fixing. Outdated appliances or old windows, for instance, fall into the category of things you need not repair before selling.

3. Should you stage your home? Home staging is akin to dressing up for a date—first impressions matter. If your house is cluttered or completely empty after moving out, investing in staging services can make a significant difference. While costs vary based on your requirements, staging can potentially fetch a higher price. In fact, staged homes in 2021 sold for approximately $40,000 more than their list price, according to the Real Estate Staging Association. A great realtor will include digital staging or recommendations for decluttering your space as is before listing online.

Timing Your Sale in Pennsylvania

According to Redfin data, early summer has proven to be the best time to sell a house in Pennsylvania for the past two years. In June 2021, homes spent an average of 22 days on the market, decreasing to just 20 days in June 2022. Conversely, the winter months tend to see homes lingering longer on the market due to reduced buyer activity. Currently in Philadelphia the average days on market (dom) is 60, but in the suburban Main Line markets its around 5-20 dom.

Find a Local Philadelphia and Main Line Realtor

While data can offer insights into the optimal time to sell, navigating the process alone can be challenging. It's wise to find a real estate agent with a deep understanding of the local market. Given Philadelphia and the Main Line’s vast size, statewide figures won't capture the nuances of selling in specific regions like Lower Merion or Rittenhouse Square. When selecting an agent, keep these two key points in mind:

Firstly, dual agency is permitted in Pennsylvania, meaning an agent, or brokerage, can legally represent both you as the seller and a potential buyer. However, you have the right to decline dual agency and must provide written consent if you choose to proceed.

Secondly, expertise comes at a cost. Realtor fees typically amount to 3 percent of the purchase price for both your agent and the buyer's agent, with the seller covering both fees at 6% of the sale price. Although it may seem substantial, working with an agent can likely secure you a significantly higher selling price than if you were to sell independently. Recent data from the National Association of Realtors indicates that owner-sold properties averaged $260,000, while agent-assisted sales typically achieved $318,000. It's worth noting that agent fees can be negotiable, particularly for higher-priced properties. And experienced agents can negotiate and agreement to save costs elsewhere like in tax fees.

For sellers in the Philadelphia area, it's crucial to discuss with your agent how to attract buyers from neighboring suburbs, Delaware, and New Jersey, given the competitive nature of the metropolitan region. A skilled agent will know how to entice buyers to consider properties on the Pennsylvania side of the border.

or Click Here to Call

Pricing Your Philadelphia Home Competitively

Choosing the right asking price involves attracting the maximum number of potential buyers. Follow these steps to establish an effective pricing strategy:

1. Conduct online research to estimate your home's worth. Best to have your agent do a comparable market analysis to get what we call a home evaluation.

2. Analyze comparable properties in your area to determine recent sale prices, providing a more accurate understanding of the local market.

3. Consider broader economic factors. Although Pennsylvania remains a seller's market, it's essential to factor in national trends such as increased mortgage rates and economic uncertainties that may affect buyers. Be strategic in pricing your home to facilitate a successful sale. Statistics show listing at market value or slightly lower yields a higher sale price with competitive offers verses a high list price that you may need to keep lowering to attract attention.

Looking for a Realtor to Sell Your Home?

Documents and Disclosures in Pennsylvania

Pennsylvania law requires sellers to complete a property disclosure statement, providing details about any defects that could impact the property's value, such as water leaks, termite damage, or electrical issues. Additionally, if the property is part of a condo or co-op, you must provide relevant documents pertaining to the building, homeowners association, and bylaws for potential buyers to review and follow.

Need to Sell Your Philadelphia Home Quickly?

If time is of the essence, there are alternative routes to expedite the selling process beyond a traditional sale:

1. Explore Wholesaling: Although major iBuying companies like Opendoor and Offerpad do not operate in Pennsylvania, you can investigate services from a realtor on wholesaling. Essentially the agent can put your home under contract at an agreed upon price, and sell the contract to an end buyer for a fee. This program aims to attract multiple investors to submit offers for your property. Keep in mind that these offers may be lower than what you'd receive on the open market, albeit usually without any contingencies.

2. Consider selling for cash: Selling your home to a real estate investment company for cash can be an ideal option if your property requires significant repairs or if you need a quick infusion of funds. While you may receive a slightly lower amount, the speed of the transaction can outweigh the difference.

3. Enhance curb appeal: Simple actions like painting the front door, power washing the driveway, or adding fresh flowers can greatly enhance the visual appeal of your home. A welcoming exterior encourages potential buyers to make an offer. These improvements can be completed within a couple of days without the need for a contractor.

Closing Your Philadelphia Home Sale

When the sale is ready to close, it's essential to prepare for the associated costs. While you aim to profit from the sale, several expenses need to be accounted for. The most significant cost is typically the commission paid to the real estate agents involved in the transaction, which usually amounts to 6 percent of the sale price. Unlike the buyer, you as the seller are responsible for paying real estate fees. Sometimes, this can be negotiated by your broker.

Closing Costs in Pennsylvania

After accounting for the Realtor fees, here are some additional expenses to consider during your closing budgeting process. Don't forget to allocate funds for moving fees as well, as they are essential but separate from closing costs. Local moves may incur minimal expenses, but long-distance relocations can significantly impact your budget.

1. Transfer taxes: Pennsylvania charges a 1 percent real estate transfer tax at both the state and local levels, typically split between the seller and the buyer. Philadelphia charges an additional 3.278% on top of this. So 2-4.14% is common. Allocate 2 percent of the purchase price as a starting point, and consult your agent for potential additional fees based on where you’re located.

2. Seller concessions: Be prepared to cover some of the buyer's closing costs if their home inspection uncovers any issues. Seller concessions are a standard part of many real estate transactions, and while not obligatory, it's common to negotiate this during the offer or after inspections.

3. Attorney fees: While not mandatory in PA, hiring a real estate attorney is a wise decision for a complex and high-value transaction like selling a multi-family home or larger investment property. A broker who has sold multimillion dollar private homes and commercial properties will be able to draft documents and negotiate this in PA. Not all agents have this experience, luckily for you, Kathryn Blessington at Philly Proper does ;)

4. Title insurance: In Pennsylvania, buyers typically bear the cost of title insurance, which offers protection against any title-related issues. As a seller, you may not need to allocate funds specifically for this expense. Sometimes conveyancing fees or deed processing costs are paid.

By considering these factors and working with a knowledgeable real estate agent, you can navigate the process of selling your home in Philadelphia or the Main Line more effectively and maximize your chances of a successful sale.

Need help figuring out if you’re ready to sell?