8 Marketing Mistakes to Avoid for Relocation Directors

People who run company-generated lines of business for a real estate company are basically running a small business within a business. It might include relocation and referral services, internet lead management, concierge services, a license holding company, and whatever else you find yourself managing. You have your own staff, budget, goals, and client base. It is so important to treat it like a business and not to make these common mistakes that might prohibit business growth. 

1.      Not having a clearly defined unique selling proposition. What sets you apart from every other broker in your market? Don’t assume your sources of business know why they should choose you over others. If you aren’t unique, then develop a program or service that makes you stand out from the crowd.

2.      Selling features instead of benefits. Any of my clients will tell you this is a big hot button for me. Stop talking about all of the things your offer and explain how those features will benefit the end user. They don’t care that you won an award. Talk about the behavior you displayed that helped you win that award and how that will help them. I can’t think of any transferee or RMC that cares if you won some referral network award. But they will care that because of your remarkable dedication to follow-up and communication and a solid agent team you convert a high number of referrals with excellent satisfaction rates.

3.      Not having someone in charge of driving your marketing/business development efforts. While I understand that being in charge of operations and business development for a relocation department puts leaders in a tough position. You have to deal with the day-to-day business coming at you. But If you aren’t marketing your services, just know that someone in your marketplace is and they are trying to take your business away from you. Don’t put marketing in the back seat. Make sure you have a face of the department to develop the relationships that matter. We are a relationship-oriented business.

4.      Not finding out what your customers’ needs are. What are their pain points? And by customers, I mean transferees, agents, other brokers, corporate contacts, RMC consultants, online and local customers, vendors, etc. We are the center of a wheel that has a lot of spokes. Relocation and Business Development departments must understand the needs and wants of all of our sources of business and partners. You won’t know if you don’t ask. Don’t assume anything.

5.      Not maintaining up-to-date technology. If you don’t have a CRM with your sources of business in it, then you are missing an opportunity to continue to keep your name and your company’s name top of mind. Try new things while continuing the tried and true methods of connecting via conference attendance, social media, digital materials, personal calls, email marketing, newsletters, and drip campaigns. Make sure your company offers the best technology to make the process and transaction easier for all parties and tell your sources the value of that technology.

6.      Not educating your customers. Don’t just claim you are the best choice for them. Tell them why. Why are you an expert in your field and in your market? Provide stats that show you know your market inside and out. How can your expertise and market data help them understand this challenging real estate market we are in?  Don’t assume they understand the changing market. Be the source of their market information.

7.      Being difficult to do business with. Are you, your staff, or agents non-responsive or argumentative?  Corporations, brokers, and relocation management companies are busy, they don’t have time to chase you for information and updates. Don’t question their processes unless you can improve them. Being proactive and helpful makes their job easier and makes them want to work with you and your team.

8.      Not eliminating risk. Your sources of business have to put a certain amount of trust in their suppliers. They are going to expect secure systems. They want you to be compliant with Fair Housing laws, and DEI initiatives and be up to date on all state and federal real estate laws. They want brokerages to have sustainable business practices and the appropriate licensing and credentials. They want you to have attorneys and brokers of record to ensure compliance and that all are insured properly. You handle a lot of personal data and complex transactions, they want to know you understand the gravity of that. Don’t assume they know you have all of the above, tell them what you are doing to continually improve and to protect them and their clients as a good partner.

Don’t keep all of the fabulous things you offer a secret! Build marketing into everything you do. As they say, “Hope is not a strategy.”

"The aim of marketing is to know and understand the customer so well the product or service fits them and sells itself." ~ Peter F. Drucker, an Austrian-American management consultant, educator, and author, whose writings contributed to the philosophical and practical foundations of the modern business