Monday, October 7, 2013

The Importance of Marketing to Real Estate Agents

For years, many home builders nationwide have developed and implemented marketing strategies that cater to their primary customers, the buyer. And, while the buyers are ultimately the decision maker when it comes to a new home purchase, many builders neglect to remember who oftentimes brings them to their sales center to begin with, the real estate agent. According to statistics from the National Association of Realtors, even though 90 percent of homebuyers use the Internet in finding their new home, 87 percent are still seeking the help of an agent.

What does this mean? This means builders should be devoting at least part of their marketing strategy to wooing Realtors. By offering special Realtor and homebuyer incentives, exclusive Realtor events and making sure they are updated with the most recent company news, builders have a better chance of that same Realtor bringing a potential buyer or several potential buyers to their sales center.

One home builder who is successfully marketing to Realtors is Keystone Custom Homes. This regional builder who has 44 communities in Pennsylvania and Maryland  is already well known and well liked among local Realtors. In fact, more than 90 percent of Realtors say they'd refer Keystone Custom Homes to a friend. This is because the builder has put in place programs such as their Ambassador Program, which rewards agents for selling their homes, and because the builder offers Realtors special treats throughout the year, such as their recent delivery of 300 cakes to Realtors who had done business with them.

Now, the builder has taken their Realtor marketing up a notch with the launch of the Keystone Rewards Realtors blog. This blog not only offers the latest local real estate market and community news, but also news on special Realtor events, promotions and contests. The site truly acts as a one-stop shop for co-op Realtors looking to work with the builder, as they can even register their buyers, sign up for the Ambassador Program and connect with Keystone Custom Homes' social media accounts all in one place.

Be sure to check out to see the perfect example of Realtor marketing done right!

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