EN
Many Agents focus solely and exclusively on Product Marketing, i.e., the strategy for publicizing the properties they attract.
They work with the seller client by promoting the relevance of their service and their commitment to developing strategies to promote the property with a single objective: attracting potential buyer clients to close the transaction.
If Agents are really good, they base their promotion on assertive decision-support actions: a good ACM (Comparative Market Analysis); a correct target definition; the creation of original ideas adapted to find interested potential clients; an optimized choice of channels to capture the largest number of leads, are basic actions that allow any Agent the opportunities they need to increase the probability of transacting each one of their properties in the shortest amount of time.
Product Marketing bases its essence on information
Product Marketing bases its essence on information, on giving potential buyer clients the surgical, effective, and necessary content to capture their attention and meet the goal of leading them to the action of contacting the Agent, so that the latter may then have the opportunity to develop a relationship dialogue that allows them to assess whether the interested party is in fact a potential lead, deciding from here on to proceed to a second phase of visiting the property to close the deal.
![](https://nodalview-prod.imgix.net/assets/default/pexels-mikael-blomkvist-6476258_2023-01-04-124411_svkq.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=854&ixlib=php-3.3.1&q=45&w=1280&s=d829489dbf57b7f9a08dab9e67f79e8c 1280w, https://nodalview-prod.imgix.net/assets/default/pexels-mikael-blomkvist-6476258_2023-01-04-124411_svkq.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1708&ixlib=php-3.3.1&q=61&w=2560&s=d924155dc70dbdb68cc7420701f0f8fa 2560w, https://nodalview-prod.imgix.net/assets/default/pexels-mikael-blomkvist-6476258_2023-01-04-124411_svkq.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=683&ixlib=php-3.3.1&q=82&w=1024&s=e0ac498931c89d10516c120af7e9ec2e 1024w, https://nodalview-prod.imgix.net/assets/default/pexels-mikael-blomkvist-6476258_2023-01-04-124411_svkq.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1366&ixlib=php-3.3.1&q=61&w=2048&s=9d007208783966a6fc175afbae1b1966 2048w, https://nodalview-prod.imgix.net/assets/default/pexels-mikael-blomkvist-6476258_2023-01-04-124411_svkq.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=512&ixlib=php-3.3.1&q=60&w=768&s=dd198182af85f4fa7636da0a1adec48d 768w, https://nodalview-prod.imgix.net/assets/default/pexels-mikael-blomkvist-6476258_2023-01-04-124411_svkq.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1024&ixlib=php-3.3.1&q=45&w=1536&s=5265029760a72966cb5a5fccf32fe1a6 1536w, https://nodalview-prod.imgix.net/assets/default/pexels-mikael-blomkvist-6476258_2023-01-04-124411_svkq.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=427&ixlib=php-3.3.1&q=60&w=640&s=7be39c930d272654d6b8ad2a711ef203 640w, https://nodalview-prod.imgix.net/assets/default/pexels-mikael-blomkvist-6476258_2023-01-04-124411_svkq.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=379&ixlib=php-3.3.1&q=60&w=568&s=c0b42349492c329f77f66bc29e96187e 568w, https://nodalview-prod.imgix.net/assets/default/pexels-mikael-blomkvist-6476258_2023-01-04-124411_svkq.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=758&ixlib=php-3.3.1&q=45&w=1136&s=7fbdcb4a335b3f134bb20c50ac760f27 1136w, https://nodalview-prod.imgix.net/assets/default/pexels-mikael-blomkvist-6476258_2023-01-04-124411_svkq.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=250&ixlib=php-3.3.1&q=60&w=375&s=cb35e6f7b9dcd05af22594256ce02671 375w, https://nodalview-prod.imgix.net/assets/default/pexels-mikael-blomkvist-6476258_2023-01-04-124411_svkq.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=500&ixlib=php-3.3.1&q=45&w=750&s=85274a39779e52cfaf69d60614a4cf53 750w)
Product Marketing is based on images
Using short and specific descriptions helps the potential customer to decide and make a more assertive contact;
- Appeal to curiosity, by not revealing everything about the product and using the right CTA (Call to Action), triggers a desire to discover more;
- Working on novelty attracts and stimulates curiosity, for example, "Soon we will disclose the most convenient solution to be able to buy your home... Register to find out more"
- Working on scarcity or specificity when the offer is reduced or when the property is unique helps develop a sense of urgency and desire;
- Working on solving the prospect's problem quickly is an excellent ally of Product Marketing, for example: "Did you know that you can buy your house with us on the very first visit? Find out how we finance it here".
![](https://nodalview-prod.imgix.net/assets/default/pexels-canva-studio-3153199.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=853&ixlib=php-3.3.1&q=45&w=1280&s=7fb06f21bbe6681f58cbed1af7ad2935 1280w, https://nodalview-prod.imgix.net/assets/default/pexels-canva-studio-3153199.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1706&ixlib=php-3.3.1&q=61&usm=20&w=2560&s=b5c3b43d02cd1e2bde71ac4786b6f2fd 2560w, https://nodalview-prod.imgix.net/assets/default/pexels-canva-studio-3153199.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=682&ixlib=php-3.3.1&q=82&w=1024&s=7705aa12382cf635cd4b4a75b565691c 1024w, https://nodalview-prod.imgix.net/assets/default/pexels-canva-studio-3153199.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1365&ixlib=php-3.3.1&q=61&usm=20&w=2048&s=32fdf17a1c7e9a910984dba65544a082 2048w, https://nodalview-prod.imgix.net/assets/default/pexels-canva-studio-3153199.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=511&ixlib=php-3.3.1&q=60&w=768&s=0a95bc2904fe6d72d8e383ee9132eb0d 768w, https://nodalview-prod.imgix.net/assets/default/pexels-canva-studio-3153199.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1023&ixlib=php-3.3.1&q=45&w=1536&s=113dfe20345f0f7b8316975a26d0d284 1536w, https://nodalview-prod.imgix.net/assets/default/pexels-canva-studio-3153199.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=426&ixlib=php-3.3.1&q=60&w=640&s=0ac5afacc83494c2e2e165f00b4020a8 640w, https://nodalview-prod.imgix.net/assets/default/pexels-canva-studio-3153199.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=378&ixlib=php-3.3.1&q=60&w=568&s=c83b5f07957477c28bd6815c77e13218 568w, https://nodalview-prod.imgix.net/assets/default/pexels-canva-studio-3153199.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=757&ixlib=php-3.3.1&q=45&w=1136&s=f93c471dd838a1a0d197e3040a53acf9 1136w, https://nodalview-prod.imgix.net/assets/default/pexels-canva-studio-3153199.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=249&ixlib=php-3.3.1&q=60&w=375&s=8ad53227c0ed9dc139463469640bcda6 375w, https://nodalview-prod.imgix.net/assets/default/pexels-canva-studio-3153199.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=499&ixlib=php-3.3.1&q=45&w=750&s=c66ad072307d1c0a3fc48f5fe8426d09 750w)
They have quickly realized that Content Marketing is also essential to awaken the specific interests of each target, after all, people need support and information to decide and I'm not just talking about the decision to buy the property, but also the decision of confidence that you are making the right choice.
In this process, the Agent is the key figure. You can help to decide in a safe way about the area, the surroundings, the price, the typology, the characteristics, and much more that can influence the decision of the client using facts about the market, experiences of past transactions, lifestyles, surroundings, and everything about what could impact the feeling of the potential client to decide with confidence.
![](https://nodalview-prod.imgix.net/assets/default/pexels-anastasia-shuraeva-7647399.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=853&ixlib=php-3.3.1&q=45&w=1280&s=fdb013650ef7d24d40e2a830aedb3a27 1280w, https://nodalview-prod.imgix.net/assets/default/pexels-anastasia-shuraeva-7647399.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1706&ixlib=php-3.3.1&q=61&w=2560&s=4e19eae023634affbff249eac122dd2c 2560w, https://nodalview-prod.imgix.net/assets/default/pexels-anastasia-shuraeva-7647399.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=682&ixlib=php-3.3.1&q=82&w=1024&s=7ebd3bda1dbd8fdd53610df1293c3501 1024w, https://nodalview-prod.imgix.net/assets/default/pexels-anastasia-shuraeva-7647399.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1365&ixlib=php-3.3.1&q=61&w=2048&s=58ea36f05ba82c6ca672b94812edcd54 2048w, https://nodalview-prod.imgix.net/assets/default/pexels-anastasia-shuraeva-7647399.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=512&ixlib=php-3.3.1&q=60&w=768&s=c60af443819cfec8bc5c8475c11c82c7 768w, https://nodalview-prod.imgix.net/assets/default/pexels-anastasia-shuraeva-7647399.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1024&ixlib=php-3.3.1&q=45&w=1536&s=dc69f70e80b6b5af282c3cba1d2a5f25 1536w, https://nodalview-prod.imgix.net/assets/default/pexels-anastasia-shuraeva-7647399.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=426&ixlib=php-3.3.1&q=60&w=640&s=4ae09ae1f9dba880413de92086f45feb 640w, https://nodalview-prod.imgix.net/assets/default/pexels-anastasia-shuraeva-7647399.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=378&ixlib=php-3.3.1&q=60&w=568&s=e59c5b13d845849b136bf5c9078822ac 568w, https://nodalview-prod.imgix.net/assets/default/pexels-anastasia-shuraeva-7647399.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=757&ixlib=php-3.3.1&q=45&w=1136&s=ad22b191152e75a98033ab96e2a58ecf 1136w, https://nodalview-prod.imgix.net/assets/default/pexels-anastasia-shuraeva-7647399.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=250&ixlib=php-3.3.1&q=60&w=375&s=501c06048719e85c80aeb8a071f65122 375w, https://nodalview-prod.imgix.net/assets/default/pexels-anastasia-shuraeva-7647399.jpg?auto=format&crop=focalpoint&domain=nodalview-prod.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=500&ixlib=php-3.3.1&q=45&w=750&s=34dc99cf5bf0c5ab6a754039fa24f07e 750w)
Content Marketing has to be associated with a well-defined communication and positioning strategy
You have to understand who you are talking to, and what story you are going to tell, you have to know how to think as your target thinks, know what they want to see, hear and feel through your communication, but above all, it has to be coherent, assertive and consistent. Content Marketing aims to give relevant information to specific people for free. With Content Marketing you work on medium and long-term leads.
You can give information according to your specialization (area of activity, segment, or type of property), or you can meet their preferences, needs, purposes, lifestyles, or aspirations:
- Relevant information can be used to drive the person to action by arousing a need, for example: "Did you know that today you can buy a new house and pay a lower mortgage than your income?
- Cause-effect can be another way to communicate content: "If you really need to sell your house, you will need... I can help you prepare your sale, for the right amount in the time you need";
- Reciprocity is something very human when used in the right way, it can lead to a good start of communication and of course, of relationship: "I'd like to buy another house, but first you need to sell yours? I have helped many people to move, I can explain to you how you can sell and buy totally free and without any commitment, contact me...".
To sum up
WHAT IS PRODUCT MARKETING?
Many Agents focus solely and exclusively on Product Marketing, i.e., the strategy for publicizing the properties they attract. They work with the seller client by promoting the relevance of their service and their commitment to developing strategies to promote the property with a single objective: attracting potential buyer clients to close the transaction.
WHAT IS THE PURPOSE OF CONTENT MARKETING?
Content Marketing aims to give relevant information to specific people for free.
WHAT IS THE PURPOSE OF PERSONAL MARKETING?
Being creative and having the ability to master the art of the right amount of sharing your personal and professional life in an authentic way, making yourself known to your community and to potential clients who are part of your area of expertise or specialisation is your goal.
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