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The Many Parts To A Complete Marketing Plan
Marketing is one of the most important things any real estate agent does. Yet, if you're not careful, you could find it turning into the last thing on your priority list. The longer you wait to start marketing, the longer it will take to get the results you want. What's a busy real estate agent to do?
Faced with this dilemma, many real estate agents pick just one marketing technique and decide to focus on it. Social media is the most popular because so many people use platforms like Instagram to look at aspirational properties. But there's a limit to what any one approach can do.
While there are some successful agents who get half of their leads or more from social media, it takes years to get there. To accelerate your own success, it's wise to look for ways to combine several marketing tactics into a full-scale marketing plan. In a marketing plan, each piece of the puzzle works together.
Why It's Crucial to Have a Marketing Plan, Not Just Marketing Tactics
Real estate agents are in a unique position when it comes to marketing. They can meet prospects any day of the year. However, most of those prospects won't turn into leads — ready and willing to take action in the market — for weeks or even months. How do you build a relationship that will last until then?
The answer is to have a marketing plan.
With a marketing plan, you have a vision of the customer journey, all the steps that someone will take between the time they first hear about you and when they sign an agreement with you. You already know that, for most buyers, that journey will begin when they look online for homes and eventually for an agent.
Your marketing plan should:
- Give you maximum coverage over the early stages of the customer journey
- Provide opportunities to shift online prospects into your marketing funnel
- Inform and educate prospects so they stick with you and become leads
Real estate agents have the greatest success when they connect with buyers and sellers early on when they are first looking for information. Usually, that means buyers are looking at listings in the area they wish to move to, while sellers are seeking out information on the potential value of their property if they sell.
If you reach them at this stage, they're less likely to continue looking at the websites of other real estate agents. Ultimately, when they progress to interviewing agents, you'll be far more likely to be selected for the job. That means your marketing doesn't have to be everywhere at once.
It just needs to do a few things exceptionally well.
From Marketing Plan to Marketing Funnel
A marketing plan usually takes the form of an overview of your marketing efforts, what platforms they will use, what tools or resources you'll need, and how much you expect to spend. A marketing funnel is the step-by-step result of your marketing plan, the exact customer journey someone will take after learning about your brand.
Here's how it might look:
- From Your Listings to Your Website
Your real estate website is the cornerstone of your online brand, but it isn't always the first thing people see. Instead, they often look at your listings first. It's no longer enough to only have your listings on the MLS. Be certain they're integrated into your website so you can capture data on which listings are the most popular. - From Your Website to Your Email List
Once on your website, email marketing is the key to building and sustaining a long-term relationship. Email is by consent only, so you'll need a way to get people to opt in. Market Watch Reports are popular with buyers and sellers alike, so they make a great lead magnet. After that, My Customer for Life can keep you in touch weekly. - From Your Email List to Your Social Media
Once someone has a relationship with your brand, it's even better if you can motivate them to watch your own social media feed for new listings. Social Connector is the answer since it gives you the power to automatically populate your feed with event-driven updates about each one of your active properties, saving hours a week. - From Your Social Media to Your Office
Sooner or later, the combination of weekly email updates and frequent social media contacts will motivate a buyer or seller to talk to you. Keep an eye on each person's interactions with your posts and emails so you'll know when to follow up. DeltaNet real estate CRM can crunch the numbers and signal you, too.
Combined with a dash of AI-driven marketing automation, a marketing plan empowers you to get more done faster. Contact us to learn more or get started.
