Driving to Success
A mid-level salesperson has a budget of approximately $1,500 a month to spend on marketing. This does not mean the salesperson should abandon the practices recommended in the previous article; rather, these practices should be expanded upon. In theory, this marketing plan could carry a mid-level salesperson for the rest of his or her career, or could generate the funds necessary to execute the superstar marketing plan outlined later in this tool kit.
Follow the same steps and timeline as the limited-fund salesperson, but with these additional measures.
Objective: Establish consistent, permanent, name recognition and deal flow that will lead to new and repeat business and generate a stable level of income.
"A landing page is created for a single call to action. Agents may create landing pages for each listing using "thepropertyaddress.com" as the domain name. Agents may create stealth landing pages for "What is my home worth?" Because a landing page is a single call to action, it can be faster to create and publish on the web. It can also be more effective in capturing leads, since the Web site visitor doesn't get distracted by content that is irrelevant to them." —Kayla Levin, Marketing Director for Rich Levin's Success Corps Inc.
- Determine your primary call to action and become intimately familiar with the personal brand you plan to promote.
- Get to know your geography farm. Become a familiar face at all open houses and neighborhood or community meetings.
- Identify your target demographic.
- Study the top social media sites to determine where you want to run your ads and create personal profiles. When you buy an ad, you pay for clicks. Plan to run at least one ad a month at approximately $500 an ad.
- Hire a Web-savvy professional who can set up your landing page (where your ads will take leads) to complement your professional Web site. Expect to spend a minimum of $2,000 for a basic site, although a better range to aim for is $3,000 to $4,000 for a custom high-quality, interactive Web site. Keep in mind that, according to Herder, the cheap template Web sites simply do not grab people's attention. Your landing page should include a link to your site's home page and social media pages, as well as your e-mail address and phone number, which should all be listed at the top of the page.
- Start plotting how often you want to post content on your Web site, what kinds of blog items in the real estate world appeal to potential clients and drive traffic, and what resources you would like to include on your site.
- Hire a copywriter and designer to create a color brochure that you can use to follow-up on leads from your landing page. A tri-page color brochure will cost you between $1,000 and $1,800 for the basic design, plus printing costs. Herder says his company charges between $3,000 to $5,000 for a brochure. This brochure should not read as a resume but as a prospecting tool. It should include a link to your Web site.
- If you are not doing so already, establish a monthly plan to send out a personal letter to past clients.
- Finalize your content development plan.
- Determine the social networks you are going to use to promote content. Pick one or two and really focus on those.
- Finalize your landing page and Web site design.
- Finalize and sign off on your brochure. Allow at least two weeks for copy and two weeks for design.
- Go live with your Web site before the end of this month. You want to drive all traffic to this site and push it to garner search enging recommendations.
- Go live with your landing page and social media profiles.
- Launch your social media ad(s) so they are current with your landing page and online presence.
- Immediately follow up on leads generated from your ads with color brochures.
- Mail your brochure to your sphere of influence with a nice cover letter telling them that you have just completed a new marketing brochure and would love feedback on whether the brochure accurately reflects your personality. This is not a sales letter!
- Hold an open house every Saturday or Sunday and hand out brochures.
- Post regularly on your chosen social media sites. Keep your banter cheerful yet informative. Offer links to resourceful articles and photos of homes you find interesting in your farm. Review a cool new restaurant in your target neighborhood, or mention the fresh flowers in a nearby coffee shop.
- Write—or post cont
- Monitor your social media ads and your social media presence. This is the month for testing to see what call to action worked the best.
- Keep an organized log of all inquiries, leads, and phone calls.
- Continue to post original material on social media and your blog about news and neighborhood happenings.
- Have a mailing system established where you are regularly sending print materials to the people you advertise to on social media. This physical direct mail list should lead to more clicks.
"An agent needs to have a personal Web site. It functions as their online resume, business card, and source of real estate intelligence that keeps working even when the agent is not working. In addition to the agent's primary Web site, single use landing pages can increase lead flow and opportunity." —Kayla Levin
- Repeats steps 1 through 4 from Month Four.
- Mail a customized follow-up letter to leads if you have not heard from them.
- Take a simple mobile phone video of a listing that might appeal to your target demographic and upload it to YouTube. The YouTube service is absolutely free and the site makes it relatively simple to upload files with little to no prior experience. Or, if you have some money left in your budget, hire an amateur videographer to shoot the video. This could cost as low as $100 for a basic filming. Extras, such as music and titles, can be added on, but you can expect to have a decent video for well under $500. Include your contact information at the end of the video.
- Promote this video on your social media sites.
- Mail a postcard to your leads that promotes this video.
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