Beat the heat: marketing tips for summer success

With many people taking advantage of vacation time, school break, and summer hours at work, the real estate market can also slow in pace. But summertime doesn’t have to be synonymous with dips and declines. In fact, with the right marketing tactics, you can turn summer into a season of opportunity and stay ahead of the competition. So, don’t fight Mother Nature. Instead, follow her lead. Use this time of year to really tap into all the nuances that summer brings.

Here are 12 tips from Weichert® to help you infuse a summer mindset into your marketing tactics:

1. Highlight seasonal appeal: People associate summer with outdoor living, relaxation, and family time. Tailor your marketing messaging to emphasize features that cater to these desires. Promote properties with spacious backyards, sparkling pools, or balconies perfect for al fresco dining.
2. Target specific buyer groups: Summer often sees an influx of families looking to relocate before the new school year. Market open houses as “perfect for the growing family” and highlight features like proximity to schools or parks. Retirees seeking a sunny escape might be drawn to properties with easy access to beaches or golf courses.
3. Create compelling visuals: People spend more time outdoors during the summer. Take advantage of this by showcasing properties with stunning drone footage and high-quality photos that capture the natural light. Use virtual tours to allow potential buyers to experience the summer ambiance.
4. Embrace social media: With more people engaging on social media platforms during breaks and vacations, leverage this opportunity. Post engaging content that taps into summer fun in the community, host Q&A sessions on neighborhood events, or run targeted summer-themed ad campaigns.
5. Blog about summer living: Craft engaging blog posts that cater to summer lifestyles. Offer tips for hosting backyard barbecues, creating staycation itineraries, or revamping a patio space. Subtly weave these posts into the narrative of why a particular property would be perfect for these activities.
6. Leverage email marketing: Craft engaging subject lines that pique interest. For example: Beat the Summer Heat in Your New Pool! Offer valuable content like a Summer Home Buying Guide or Tips for a Stress-Free Move During Summer. Give some of your expert information away for free and be sure to also create gated tools to capture more information on leads.
7. Get creative with open houses: Real estate brokers and agents can have a lot of fun with summer-themed open houses. Bring out the pink lemonade with tiny umbrellas and watermelon ball skewer refreshments. Partner with local businesses like ice cream trucks or coffee shops that offer cold brew and iced beverages. Lay towels out by the pool. Think “staging” with your efforts.
8. Host local events: Sponsor or organize a summer community event like a block party or a charity car wash. This not only allows you to showcase your brand but also helps you build rapport with the community. Summer is prime time for tapping into the strength of a community.
9. Conduct Pop-By’s: You’ll find many homeowners outside on summer nights. Drop by the homes of past clients for a quick catch up. Find out if they or someone they know are thinking about a move. Leave behind a small, summer-themed gift with your business card or contact info to help you stay top of mind.
10. Partner with other professionals: Collaborate with local businesses that cater to summer needs—pool maintenance companies, landscaping services, or summer camp organizers. Cross-promote each other’s services and expand your reach to potential clients.
11. Don’t neglect your listings: During the summer, potential buyers might be traveling or busy with vacation plans. Make sure your listings stand out with detailed descriptions, high-quality photos, and virtual tours that allow for remote browsing.
12. Be super reachable: Summer has an easy, breeziness to it, which is why people may be less formal in their communication styles. This is one season where texting can really come in handy. If you know your customers and prospects welcome it, pop into their texts every now and then. For example, here’s a summer-ready text:

Happy Summer, [Last Name] Family! Just saying hi, and to let you know that your neighbor’s house just sold for $50K over asking! Let me know if you’re curious about what we would list your house at! Text me anytime. Enjoy this beautiful weather!

Remember, summer marketing is all about:

• Understanding the summer mindset of buyers.

• Creating engaging content that resonates with their seasonal priorities.

• Providing exceptional customer service to accommodate summer schedules.

• Going the extra mile with extra touches, such as:

  • Keep a cooler in the car with bottles of water, a refreshing seltzer, and juice boxes for the kids.
  • Make sure the air conditioner is up and running well before every open house.
  • Have sunscreen available for outdoor viewings, and an oversized umbrella for instant shade or coverage during a sudden summer downpour.

By implementing these marketing tips, you can turn the traditionally slower summer months into a season of success. Summer is also a great time for conversations about weekend plans, vacation plans—and plans for the future of your business. Weichert is here to talk and show you how we can help.