The real estate agents’ apologies for poor marketing
There are days when real estate agents, usually smart and somewhat witty people, wake up with a great idea for their marketing strategy in their head, one they can’t wait to develop and carry out, but too often (almost always, to tell the truth!) all good intentions end in a handful of flies and an excuse for a possible poor marketing plan. The good news is that for every excuse we hear, there is always a solution.
In this article we will analyze for you the main excuses camped by real estate agents in the face of the inconsistency of good intentions and the failure of the marketing plans adopted, trying to find the most appropriate solutions to realize the ideas that could change their business. . Finally, we will give you all the tips you need to ensure that your marketing strategy does not turn into a poor marketing plan.
Excuse 1: I don’t know what to do
If you’re not sure what to do, start with a plan. A marketing plan that is strategically and rigorously organized in detail is a great way to overcome this obstacle, especially if the marketing plan foresees when and how each little piece of your strategy should be executed. Include as much detail as possible.
First, you will need to begin to understand your own worth, then make a mental list of your individual characteristics: strengths, weaknesses, opportunities and threats. Just like when in elementary school, in the hour of Italian, you had to write a self-descriptive essay about yourself.
Next, and before you start planning what you need to do, it will be necessary to conduct a thorough analysis of your users. How can you describe your target audience in terms of age and family structure? What is their financial situation and what is their level of education? Knowing who you are trying to reach will help you create the right marketing plan.
Equally important is understanding your marketing goals. Do you want to attract a new segment of users? Are you looking to increase your turnover? Selling homes in a new area? Entering a new type of market? Ultimately, there must be a reason for whatever marketing activity you intend to perform.
Once you have a clear understanding of all this, you will be able to detail very precisely when and how to achieve the goal you have set for yourself. If you are looking to tap into a new community of potential customers, we recommend that you create a campaign that you introduce to yourself, and broadcast it at the right level of frequency.
If you’re approaching a segment of users who don’t know you, hit them with something interesting every three weeks, at least. Create a direct email marketing plan, print it and fine-tune it by making the necessary corrections, even involving colleagues and “early customers”: if you have planned it in advance, it will be much easier to implement.
Excuse 2: I don’t have enough time
We know that for a real estate agent the time spent is best spent selling properties and closing deals. So if you’re super busy, that means business is good, right?
If you are not busy with your business, what are you with? Take the time to learn better and better what you are clumsy at, carving out some time each day. You probably haven’t yet created a marketing strategy that suits your agency’s needs – if that’s the case, create one along with a truly actionable program for your time-consuming possibilities.
If you don’t have someone to whom you can delegate your tasks, take some time to create marketing material and make sure you plan everything to be ready to go as soon as possible. real estate agencies. If you can’t carve out at least five hours a week for your marketing plans, find no excuse – this could cost you really dearly.
If you are unsure how you are spending your time at work, keep track of the hours you spend doing your daily activities. For the next two weeks, download a time management application, and see how you are spending your days.
You may find that there are routines in your day that can be eliminated. Once you know exactly how you have spent your time, determine which activities are preventing you from achieving your goals. The coffee break at the bar next to your agency may be longer than it should, or maybe arriving at the agency at 9:00 is not exactly the perfect time to start the day on the right foot. Managing your time effectively will help you make better use of your free time and working time.
Next, create a to-do list. There are plenty of free tools, including Google Calendar, or some “to-do” apps that can help you keep your day organized and efficient.
Excuse 3: I don’t have the money
The most common excuse: the real estate sector is completely unpredictable, so I don’t know how much money I will have to invest in marketing. Wrong! You should have set aside a sum to be used exclusively for the marketing strategies of your real estate agency.
With a good budget made upstream – and be careful! – you will make sure that you have enough funds for marketing activities to be carried out throughout the year. If you expect to earn € 50,000 gross in commissions this year, save 25 percent for next year’s marketing.
Don’t spend everything, it is a sacrifice: that 25 percent of money invested will further increase your revenues. If you have a gross income of 70,000 euros next year, keep saving and reinvest 25 percent again the following year.
Don’t waver, the money you are spending on marketing this year should come from the higher revenue you had during the previous year, not what you are earning during the current year. If you had a great year last year, and since you’re having a hard time this year, you decide to drastically cut your marketing costs, don’t expect your situation to improve.
We can’t stress enough how important it is to budget your business correctly. The budget set aside for marketing should not be used for any other purpose.
Only you can help yourself in making marketing a priority, and be consistent with this decision. With the money saved for marketing one year in advance, you will always know exactly how much money you have available for this business, there will be no surprises, and you will be able to complete the entire marketing strategy that you have set for yourself – one formula that will undoubtedly be very successful.
And now let’s see, leaving excuses aside for a moment, how to make your marketing strategy really more effective. In your opinion, what is really important to make the marketing of your real estate agency more effective?
A consistent marketing strategy
By itself, consistent marketing is most likely effective as well. But it takes more than a brilliant marketing campaign to convert prospects into customers.
The best way to keep your marketing consistent is undoubtedly to have a marketing strategy in place. Without a strategy behind it, the various marketing initiatives you are engaged in are likely not going to produce the desired results.
Real estate agents tend to have disconnected marketing initiatives because they take advantage of a diverse and extremely heterogeneous advertising offer. But none of these are really part of a real strategy, designed and implemented in order to instill and maintain awareness of your brand in the minds of customers.
The result is usually a loss of trust in marketing on the part of agents, resulting in the belief that marketing is not working. When we hear agents say that marketing doesn’t work, what comes to mind is that it was probably the strategy that didn’t work. Once investigated further, it often turns out that there was no strategy in place.
The reasons why marketing works can be summed up in one word: consistency.
If your marketing is consistent, then it will also be true that:
- The branding is uniform, consistent and works together in harmony.
- All marketing activities work with unity and do not appear disconnected. The goals and the message are the same.
- Marketing operations are carried out regularly; in other words, there is a preset frequency.
If the above is true, there you have it! If not, these are the causes:
- Too little time spent on activities, and so marketing doesn’t work.
- Shortage of budget invested in a professional marketing agency.
If the problem is lack of time, a professional marketing agency or internal staff who can handle the marketing of your real estate agency is what it takes. To maintain momentum and generate more revenue, real estate agents are called upon to invest.
A professional marketing agency or a small internal team will help create the right marketing strategy and ensure it is followed. They will be able to oversee the brand and make sure it is always consistent from a design and messaging standpoint so that any marketing activity that comes out of your real estate agency door has the greatest impact possible.
They will know how to take over the marketing execution so that the agent doesn’t have to worry about a thing. This means writing blog articles, sending press releases, sending newsletters, coordinating advertising activities on social networks, managing company accounts, keeping your contact database up to date and a host of other activities.
Now, when real estate agents don’t have enough budget, they have to invest time. The agent will need to pay close attention to the brand and make sure it is consistent.
This is perhaps one of the most difficult aspects of the marketing plan, but always keeping the logo and the brand together will be of great help. The logo needs to be simple and iconic – no need to add a dozen effects, colors or illustrations. Less is more, remember that.
This will also help you keep your branding uniform across all of the various media and social channels you cover. You will need to take the time to determine which colors, fonts and images to use consistently – without subsequent changes.
Drawing up a budget and a corresponding marketing strategy should not be a step to be neglected. This plan will include the target, objectives and strategies to achieve them.
As for the execution, you need to take a few hours weekly to think about your marketing strategy, thus carrying out the various activities that a coherent marketing plan provides.