A marketing plan should be aligned with an agent’s skills, personal brand and niche. And you should build a tracking system to measure results.
NEW YORK – A real-estate marketing plan should be intentional and adopt strategies that will connect with niche clients to successfully sell and market homes. Agents should have a plan that focuses on the most effective marketing activities, rather than spreading investments too widely.
Strategies and messages should be consistent with a focus on building the business over time. Say no to strategies that direct energy away from the business and provide little return. Agents should set aside anywhere from a few hours to two days to set up their marketing plan. A two-day plan allows you to sleep on the rough draft and make changes after stepping away from it.
Conducting an audit of past marketing strategies and results can help create an outline for how much time, money and energy was spent on each and which strategies produced the best results. For instance, if an annual chamber of commerce membership generated $30,000 in sales and five referrals and the initial cost layout was $360, the strategy was successful.
Once you analyze marketing strategies, you can prioritize the ones that were most successful in the past and double-down on your investment, as well as eliminate those that were not successful. A good marketing plan also should define the ideal client and niche as well as lead generation, sales and revenue goals.
Marketing strategies also should be based on the audience, so if the ideal client is a golfer, the strategy should meet the client where they are. Budgets should be clearly outlined for marketing because it is easy to exceed them and dwindle returns, and strategies should showcase the brand and skill set of the agency being marketed.
A system to track output and results, as well as a monthly, weekly, and daily schedule of tasks will keep plans on track. Color coding activities in a calendar can make them easier to track, and agents should periodically assess results and tweak plans as necessary.
Source: HousingWire (06/07/24) Harwood, Ashley
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Author: amyc