Building Real Estate Marketing Plans for Brokerages
Improving your real estate sales numbers can be a complicated process, but upgrading your approach to personal marketing is a great way to get started. These simple marketing tips will help you develop a strong plan of action and find ways to meet your goals.
Building a Vision
Before you make any concrete decisions, you’ll need an idea of the main short- and long-term goals that will drive your marketing strategies. Whether the most important metric for you is your market share, number of listings, or something else, keeping these goals in mind will help you determine your marketing priorities.
Targeting the Right Audience
Audience targeting is one of the most effective ways to improve the efficiency of your marketing budget, and targeting tools are available on a range of platforms.
You can focus on different groups based on information including location, age, and income to narrow down your audience. These can be adjusted later as marketing analytics tells you more about your audience’s purchasing behavior.
Focusing on a Unique Value
Businesses in seemingly every industry look for ways to differentiate themselves from other companies in their vertical. This strategy sets you apart from the crowd and gives you material for a quick pitch to new customers. A strong value statement could include things like your experience, education, or residence in the area.
Improving Your Messaging
Now that you’ve determined what to emphasize in your marketing content, the next step is turning this into a message that makes your brand attractive to viewers. Effective brand messaging typically includes an emotional component paired with a succinct value statement, and it should be concise enough to communicate in a short ad.
There are countless marketing media and platforms at your disposal, but it can be difficult to narrow these down. While multi-channel marketing is an incredibly effective strategy, it’s important to have a strong presence on every platform you target.
Social media sites like LinkedIn, Twitter, Instagram, and Facebook are a natural place to start, but you also shouldn’t underestimate the effectiveness of a strong physical media campaign—especially when your brand is tied to a certain area or region.
Creating a Schedule
Putting together a marketing to-do list will make it easy to keep track of what you’ve already accomplished and what you need to keep working on.
When scheduling your marketing campaign, keep in mind that repetition is key for virtually all forms of content. It may be tempting to cut an ad earlier than scheduled if it isn’t achieving the desired results, but viewers need to be exposed to brand messaging ten or more times before remembering it.
Preparing a Marketing Budget
While some marketers are content to estimate their costs, it’s important to create a detailed budget in advance in order to have a clear idea of what your campaign will cost.
Start by calling service providers and suppliers for estimates on anything you’re considering purchasing. Having this information available will also help you make more informed decisions and use your marketing budget more effectively.
Analyzing and Adapting
There’s room for improvement in any marketing plan, so it’s crucial to continue measuring your results and make changes when things aren’t going as you hoped. This will help you find ways to improve and stop investing in things that aren’t working.
One way to effectively analyze your marketing approach is by asking new callers how they heard about your business. This tactic makes it clear which parts of your campaign are working and which are failing to bring in new customers.
Real estate marketing can be unpredictable, but these strategies will help put you in position to succeed and reach your marketing goals. Continue making adjustments over time to ensure that you’re keeping up with the latest industry trends.