Having a simple marketing plan is a must as a real estate agent. Agents get so busy with sales activities – showings, inspections, photos, negotiations, and putting out the inevitable fires – that sticking to an overly complex plan just isn’t possible. Most real estate agents simply just don’t have a marketing plan. If you’re in either situation, then this post is for you. It’s a simple marketing plan that I implemented myself as a real estate agent and have tweaked over time.
This plan is designed to . . .
- Focus on Relationships that Lead to Referrals & Repeat Business
- Show Your Expertise as a Real Estate Agent
- Show Your Local Expertise
- Show Your Personality
- Stay in Touch & Get them to Call You
The Simple Real Estate Agent Marketing Plan Explained
The plan consists of weekly, monthly, quarterly, and semi-annual connections with your past clients, sphere of influence, and others who want to hear from you. The summary of the plan is a weekly blog post (or video), a monthly email newsletter, a quarterly gift for your top past clients and referral sources, and semi-annual events that allow you to connect with your community.
Here’s what to do . . .
Weekly Local Interest Blog Posts
Post a unique local-interest article on your blog. Share these articles on your social media channels to drive traffic to your website. Topics should include local restaurants, parks, info on schools, highlights of a neighborhood or subdivision, client success stories, and a once-monthly real estate market update with tips for buyers and sellers.
These articles need to be written with Search Engine Optimization in mind so that your website can also be found when people search for information about your community. The goal of driving traffic to your website is to establish your expertise and to build an engaged list of email subscribers.
Monthly Email Newsletter
A well-crafted and consistent monthly email newsletter is a real estate agent marketing staple. Your email campaign needs to provide relevant and useful local information. By doing so, you remain top of mind with your past clients, sphere of influence, and email subscribers who you haven’t met yet.
Your monthly email newsletter needs to have an engaging headline. It will include a brief summary of the blog articles you’ve posted over the past month so you’ll always have great content to share.
We all know that real estate is a people business. That being the case, your marketing plan can’t rely solely on digital channels. You need to get in front of your past clients and advocates in real life, too. An easy way to keep in touch is to show your appreciation in a consistent and systematic way. A simple way to do this is to give something to your advocates and past clients every quarter. It doesn’t have to be expensive and you may be able to save money by splitting costs with a lender partner or a local business.
Here are some ideas for quarterly gifts that are inexpensive and easy to put together. You can drop these off on people’s doorsteps or have them delivered depending on time and budget.
- Spring – Gift basket from a local specialty gift shop
- Summer – Assortment of sunscreens and insect repellant
- Fall – Gift basket from, or a gift card to, a local coffee shop
- Winter – Movie Night gift basket with popcorn, candy, and an Amazon gift card to buy a movie
By sending quarterly gifts to past clients and advocates you’ll stay top of mind. Plus, many of them will reach out to you to say thank you. Of course, this is a great time to offer a home value estimate or ask for referrals.
Events are a great way to get in front of your past clients and build valuable connections. Pre-COVID, I did at least two in-person client events per year but things have changed with the new restrictions.
The most popular event I held was an annual pumpkin decorating and pizza party. I held these events at a locally owned pizza shop that supplied the location and the food. I supplied pumpkins and things to decorate them with. They were tons of fun for both parents and their kids. I also did a Taco Tuesday Happy Hour event at a local Mexican Restaurant, wine tastings, and volunteer events for local charities. Most of the events included some fundraising element for a local non-profit, as well.
Since in-person events aren’t a good option right now due to COVID, adjustments need to be made. I suggest choosing a local non-profit organization to support. You can do a spring fundraiser and holiday drive to support the organization. It’s a great way to do good and keep in touch with your social media contacts, email subscribers, past clients, and sphere of influence.
Among the biggest struggles for real estate agent marketing is staying consistent. It’s easy for your marketing time to get pushed aside when you have to go show a home, write an offer, deal with inspection issues, or keep contracts from falling apart. Juggling selling homes with marketing your business is a big task.
When marketing your real estate business you need to set aside uninterrupted time to make it happen. If you do a few things here and there they won’t have an impact. If your efforts don’t have an impact then they’re a waste of time and money.
What If It Doesn’t Work?
In 2016 I was ready steps away from ending my career as a real estate agent. I had been a Realtor since 2010. I had some very good years and some very, very, very bad years. It was in April of that year that I had $56 in my checking account. It was a low point in my career (and a low point for my bank account). I was basically relying on luck to get clients and I didn’t have a clear plan to find more clients.
I gave myself 3 more months to implement a plan and see if I could make it work. That plan was the foundation for the plan that I laid out in this post and it worked. It allowed me to continue on in the business and then have my best years with steady leads and income. Like the old Hair Club for Men ads . . . How do I know it works? Because it worked for me.
Questions about Building Your Marketing Plan?
Creating and implementing your marketing plan can be overwhelming, so I hope this helps. If you’d like to set up a time for a free one-on-one call to get started on putting your marketing plan together, please send me an email at firstname.lastname@example.org. I’m happy to take a look at your current marketing plan to see what can be improved or to help you get started on implementing your plan.
Jon Paul Miller
Digital Marketing for Real Estate Agents
Jon began his career as a Realtor in 2010 and has used digital marketing to build his business since then. In 2021, Jon started helping other real estate agents build their businesses through digital marketing. For more information and to keep up with the latest marketing tips and info, join Jon’s Digital Marketing for Real Estate Agents Group on Facebook.