Digital Marketing Rules for Agents
Digital marketing works. There’s really no other way to say it. For something that didn’t exist just a few years ago, digital marketing is coming of age. And everyone’s jumping on board. Even in real estate. But, when it comes to digital marketing for real estate agents, there are rules. Make sure you know the rules before you develop your digital marketing plan. Digital marketing done right will help your business grow smartly.
4 Digital Marketing Rules You Need to Know
- You Can’t Send Emails to Just Anyone
Laws exist that protect consumers – and prospects for your real estate business – from receiving spam email. Before you start email marketing campaigns, you should review these laws. If you’re in the US, the CAN-SPAM Act decides who you can send emails to and how the email should be constructed. You may also be subject to other laws and regulations based on where your business is located, or where the recipients of your emails are based.
The main purpose of CAN-SPAM is to stop spammers from sending people misleading emails or emailing them at all without their permission. It’s a good idea to review CAN-SPAM requirements, or any other applicable email marketing requirements, as failing to comply with them can result in significant fines.
- You Can’t Call Just Anyone
Sometimes, calling a prospect is the best way to make a human connection and to land new business. But, you need to be aware of how the Do Not Call List applies to you. Since 2003, the DNC List has collected phone numbers of people who do not want to be contacted – real estate businesses included. If the person’s number appears on the DNC List, you cannot contact that person unless you have an existing relationship with them, or unless that person has given you written permission to call. Also, it’s important to remember – the DNC list applies to cell phone numbers too.
- You Must Comply With the Fair Housing Act
Facebook is a great marketing tool, and is a master at targeting ads to audiences where your message will resonate. But, be careful. In 2018, Facebook got into trouble because its ads allowed real estate companies to exclude certain demographics from viewing their ads – which is a violation of the Fair Housing Act. How do you stay compliant? For starters, don’t produce targeted marketing that excludes a specific demographic based on race, ethnicity, or disability. The National Association of Realtors’ Realtor Magazine published a great list of advice on not best practices for fair marketing.
- Be a Good Digital Marketing Citizen
Creating content takes time. A lot of time. And effort. So does maintaining it. If you post content to social media – a Tweet, Facebook post, or a blog post, watch for comments from your readership. Your readership expects you to respond. Not only will a response encourage them to continue to value your content, it might even generate business, a referral, or even stem negative feedback before it goes viral.
- Be Good to Each Other
Yes, it may sound hokey. But, it’s true. In the land of social media, people tend to be more abrasive. Maybe you didn’t return someone’s call quickly enough or maybe some other detail fell through the cracks. If they call you out on it through social media, don’t get upset and attack them. Be the professional, and treat the other person with respect.
Digital marketing best practices not only help your business and your brand grow, they help them grow the right way. And those best practices will help keep you out of trouble. A lot of the rules governing what you can and cannot do in digital marketing seem like common sense. However, some like CAN-SPAM, the DNC List, the Fair Housing Act, and other rules and regulations that may apply to your state or region may actually have specific requirements that you need to know and follow. Be safe and do your homework before building your digital marketing strategy.