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Emile L'Eplattenier April 5, We all know agents who are great at marketing but only coast by on 10 deals a year. Their problem? This plan will work for new agents, mid-level agents, and even teams. We will reference it throughout the article. Once you have the template, put your phone away and get ready to work on one of the most important documents of your career—a marketing plan that will help you achieve sustained growth and avoid the burnout so many agents fall prey to after a few years of success.
A real estate marketing plan is a strategic roadmap for agents, teams, or brokerages to determine where to focus their marketing efforts and budget in a given time period.
A good marketing plan will be reviewed quarterly, and quantify success or failure based on key performance indicators KPIs from the previous period.
You really only have one goal with your marketing: to turn ideas into money. The problem, of course, is that executing on almost any of your ideas is going to cost you something. Some might cost you time, some might cost you money, but nothing you do that has any chance of turning into money is going to be free.
Oh, and the clock is ticking. Every day you wait is another zero day. Not only did you make no money, but you actually LOST money you should have made. Would you just waltz in there with no plan? Would you not bother to study poker or blackjack, or figure out how much time to spend at each table?
Making your marketing decisions based on whims or the latest trend is a recipe for failure. In Manhattan, real agents have to compete with sharks. Not having a well-thought-out plan for their marketing means career suicide. This is a big part of the reason so many agents fail in this city. And the only way to do this is with a plan.
They say that the best time to plant a tree was 20 years ago, but the second best time to plant a tree is today. The longer you wait to start your marketing plan, the more money you will leave on the table. So that means you need to commit, yes, right here and right now , to spending 15 minutes to finish this article and at least an hour or two today or tomorrow to start working on your plan. For the future, you should plan on revisiting your marketing plan once per quarter, or at least once every six months.
Large companies make plans based on financial quarters for a good reason. Wait a minute … 10x GCI?! Just by taking an hour or two to make a serious real estate marketing plan?
Well, yes. Maybe not overnight, maybe not next year, but trust us, you WILL do it. How do we know? All of the top-producing agents and teams with billions in sales volume we work with have marketing plans. So if you want to join them, here are the five steps to creating a real estate marketing plan that can 10x your GCI:. Just ask Sean Moudry. Sean has been in real estate for 27 years as a superstar agent, brokerage owner, top recruiter for Keller Williams , and now real estate coach, speaker, and author.
Sean tells every new coaching client that determining their mission, vision, and values MVV is a crucial first step to long-term success.
Almost all burn out after a few years of success. A strong MVV will guide every decision you make, give you the motivation for long-term success, and help attract long-haul customers who align with your values.
A mission statement briefly outlines your purpose and fuels your motivation for long-term success. No, making money is not a mission that will motivate you enough for long-term success. Every agent we know who was motivated purely by money burned out and failed after a few years. You need to dig deeper. Why did you get into real estate?
What do you really love about your job? Think about that. What will motivate you more to work 70 hours a week? Adding a zero to your bank balance or helping your community build generational wealth? A vision statement outlines where you want your business to be in a specific time frame. Without a budget, marketing spend can quickly spiral out of control, unexpected surprises can surface, and frequently leaves you with minimal metrics against which to measure overall success.
A marketing budget is important for several reasons, not the least of which is to measure success:. One of the many reasons a marketing budget is so important is that there are so many different categories in which you need to invest — many of which can be forgotten without a clearly established plan. These include:. All you need for successful team collaboration you get with just one robust Gantt chart tool.
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