The prospect of building your real estate career may be exciting, but success doesn’t happen overnight. It comes as a result of hard work—and careful planning. Since marketing is one of the most crucial pieces of the puzzle, it’s where you should focus much of your attention.
When you’re ready to create a real estate marketing plan, here are seven tips for doing it right…
1) Know your value proposition
There’s no shortage of real estate agents in the city. As the ranks continue to grow, setting yourself apart is crucial. The first step is nailing down a crystal clear value proposition. Outlining what makes you different is more difficult than you might think, but it’s also an integral part of an effective marketing plan.
Who will you serve, what do they need, and how are you uniquely qualified to help them? Sum that up in a sentence or two, and it can inform and simplify your future marketing decisions.
2) Narrow down your audience
If you haven’t already done so, now is the time to think carefully about your target audience. Are you passionate about helping downsizers? Do you see an opportunity to work with condo buyers and sellers in a specific area? Familiarizing yourself with your audience will help you craft a winning strategy.
One of the keys to success is getting as detailed as possible. From age to annual income, know who you want to zero in on—and make sure you understand their needs and pain points.
3) Set specific goals
There’s nothing wrong with wanting to achieve high sales numbers or connect with a lot of leads by the end of the year. Just be aware that to make progress towards these goals, you’ll need to be specific, strategic, and realistic.
Once you’ve done your homework—and feel confident that any goals you’ve set are achievable—it’s time to map out your tactics. For example, if you hope to connect with a certain number of potential leads, think about the most beneficial steps you might take—from cold calling to holding community events.
4) Decide on your channels
It happens all too often. An agent will adopt a Twitter account because they think they’re supposed to have one, or they’ll send the same generic email to everyone on their list.
The truth is, the marketing channels you choose (whether they include direct mail, social media, or drip campaigns) should be strategic. You should select them because they’ll help you achieve your goals. Writing down the rationale behind these decisions will help you gain clarity whenever you’re unsure about next steps.
5) Measure your results
To improve your marketing efforts on an ongoing basis, you’ll have to determine what works—and what doesn’t, which means carefully measuring the results of the tactics you employ.
Fortunately, there are plenty of ways to collect data and track relevant metrics. From Google to Adroll to Instagram, you can unearth useful analytics for every facet of your online presence—so long as you have the right tools. Figure out which ones you want to use before diving into a campaign, and put that information in your marketing plan.
6) Consider your competitors
Once you know your value proposition and who you’re trying to reach, it’s time to determine who your competitors are. It’s important to differentiate yourself from those who are serving your market, so try to get a sense of their strengths, weaknesses, and general performance.
What can you learn from what they’re doing right—and their mistakes? Do you see any opportunities to fill a need that’s currently underserved? Setting this out in writing will help you position yourself strategically in the market.
7) Create a calendar
After you’ve settled on your marketing goals, your channels, and how to measure your success, it’s time to put your plan into motion. The first step is getting organized, and that includes creating a schedule.
When will you publish new content, or reach out to followers and potential leads? If you don’t plan it out, your marketing efforts are bound to be inconsistent (or nonexistent). That’s why it’s so important to build a calendar early on—and stick to it.
Creating a real estate marketing plan may seem daunting, but it doesn’t have to be. By taking the time to answer the right questions early on, you can ensure that every decision you make about communicating your value is strategic!
Interested in learning how Harvey Kalles Real Estate Ltd. can help you take your business to the next level? Reach out to learn how we can support you as you advance in your real estate career.
