Create a Master Marketing Plan

Use a written marketing plan to get direction, motivation and goals to take your career and reputation to the next level.

Define objectives

Attainable goals are building blocks for success. Declare your vision for yourself as an agent, such as being the top producer in the area, entering a certain niche or earning a specific amount of money. Get more specific, such as getting 25 listings in the next year or receiving referrals from 40 percent of your network of past clients and industry professionals. 

Establish the target market

The next step is to determine your target market. The audience might be a certain age, such as Gen X buyers or retirees. Target a specific income bracket, such as first-time home buyers or luxury property buyers and sellers. Or explore the niche of non-commuters in various professions who might want to live in the area to be close to work. 

Focus on a niche geographic area. Research so you can be ready to offer insights about the housing market, financing and other areas of interest.

Know what makes you stand out

Dive deep into the market and competing agencies. Understand your competitors better by defining your strengths, weaknesses, opportunities and threats (SWAT). Write a mission statement based on your business value, philosophy and uniqueness. 

Generate a list of your qualifications and assets, such as knowledge about a specific niche, participation in a community or professional group, and educational accomplishments. Incorporate them into your marketing efforts. Speak in a way that resonates with your target audience.

Choose a message and media

Offer ideas, solutions, and valuable information based on your niche’s top two needs and considerations, such as security and a luxury lifestyle. Find out where they come to gather information, such as social media sites, local publications, educational sessions at local groups, and more. 

Develop marketing campaigns using these media choices. Include contact information with a link to your website and blog. Choose a consistent day to publish blog articles and post on social media. Include videos, market updates, the latest listings, and community happenings that might interest your target group.

Set a schedule and budget

Transform leads into clients with consistency. Schedule two or three specific marketing campaigns, such as email, text messages, and posting and sharing blog articles. Consistency makes your personal brand recognizable. Include a call to action so people know what to do. Figure out a marketing budget and its details. 

For example, busy agents might want to outsource blog article writing to me so they can always have great content ready to go for the next few months. 

Measure the progress

Measure the results of each marketing strategy by using letter codes to track mailings, for example. Ask callers how they found out about you. Create a landing page for online marketing efforts. If a strategy doesn’t work, stop spending money on it. Redirect your efforts to a different method, such as distributing brochures to local businesses or speaking at seminars and events.

Control the plan

You must exercise control over the marketing plan. Changing market conditions may impact your target market and how to reach out to potential customers. Be flexible and stay in control of the plan at all times. Although the plan is designed to provide discipline to achieve or exceed your goals, flexibility is also crucial to staying successful in a constantly evolving industry.

Write the guidebook to your career’s future. Always be open to finetuning your plan and approach. Keep track of your results and make periodic updates/upgrades to claim more sales and referrals. 

As the former copywriter for Better Homes and Gardens®Real Estate, I know how to make your marketing plan work for you. Call me at 786-208-0451 so we can get started today! 

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