Becoming A Star

Once a REALTOR® has surpassed both the limited-funds salesperson financial constraints and the mid-level salesperson budgetary restrictions, there's not much separating him or her from personal marketing superstardom. By this point, the successful salesperson already has a firm target audience and a brochure mailing system that is working. Chances are, the successful salesperson has a large sphere of influence online and is a well-known name in certain neighborhoods. What he or she may not have, however, is an online presence that is interlocked with the local media landscape.

Objective: To generate at least 200 transactions a year, which should result in between $20 million and $30 million in gross annual sales.

 

Month One

 

  1.  Start looking for a professional videographer who understands the art and sicence of real estate. You want to produce sleek films of your listings that tell a story. Study other agents' films in the high-end bracket to see what is stunning—and what doesn't work at that level.
  2.  Hire a script writer to create an engaging storyline for your marketing video.
  3. Find a marketing agency or create an in-house marketing arm. You should have a marketing person who can help you tie together your print, online, and outside media presence.
  4.  Scope out industry magazines that are focused on your target demographic. For example, if you target teachers, find a magazine published by the National Education Association and price out the ads for particular zip codes. Ask your copywriter and designer to create an ad that has the same look and feel as your Facebook page, your social media ads, and your Web site.

Month Two

  1.  Be ready to explore any new network that pops up. As a high-volume salesperson, you should plan to be an early-adopter of effective new tools as they become available.
  2. Scope a location site with your scriptwriter and videographer for a sophisticated video. This first film is important because it will solidify your reputation.
  3.  Launch industry magazine ad, making sure it links to your online presence.

Month Three

  1.  Continue looking for ways to integrate into higher-priced media choices.
  2. Film your listings with your videographer and add a targeted-audience spin. If it's an ad for teachers, interview a teacher (client) about buying a house. Make sure your contact information is listed at the end of the video, but don't just list a phone number with a directive to call if ready to buy or sell. That may be perceived as too aggressive. You want to build a trusting relationship with your viewers, so include with that phone number a Facebook link and your Web site as well. These are places they can go to comfortably gather more information—and hopefully leave an address behind for further contact.
  3. Have an experienced editor work on your video to ensure good sound and flow, smooth transitions, and catchy music where appropriate.

Month Four

  1.  Post your video on YouTube or Vimeo.
  2.  Post your video on your Web site and social media pages.
  3.  Send out a brochure with a video link that promotes your work. The key in today's marketplace is to link together all types of media connections so that potential leads are seeing your name in a variety of platforms.
  4.  Imemdiately replace any old social media ads with new ones that drive traffic not only to your landing page, but also to this video.

Wayne Turner, broker and owner of the Turner Real Estate Group in Mandeville, LA ran this ad as one of two spots that played on a local radio station.

Month Five

  1.  Continue running ads, blogging, maintaining your social media presence, and mailing print brochures with regularity.
  2. Now that your video is up and running, seek out other platforms for it to be shown. Contact your local movie theaters to ask about running it prior to a show. If not that video, discuss pricing for a photographic ad.
  3.  Now is also the time to consider running a television and/or radio ad in your region. Make sure that you have a stellar Web site in place where leads will go after seeing or hearing this ad. Place the ad this month so that you can see the results by the end of month six.
  4. Establish a log that measures online traffic and lead generation, and ties together all your platforms, from industry magazine ads and radio to the web copy and brochures.

Month Six

  1.  Continue with the steps from month five.
  2.  Start planning for an annual appreciation event for your past clients and referrals. Hire an event planner to make this an extravaganza that peeople will not want to miss.
  3.  Evaluate the number of transactions you have completed in the past six months, and compare them with last year's results. Analyze your cost per transaction from marketing.
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