Ready to build a kick ass online marketing plan for your real estate business? Download the template and let’s begin.
Are you looking for more real estate marketing ideas? It’s time to get serious with your online efforts. Below you will learn everything there is to know about building a digital strategy that will have you dominating the online space in your market, generating more leads for your business, and making more money in less time. Make sure download the Online Marketing Plan Template and start executing your digital strategy today.
How to build a kickass online marketing plan for real estate agents
A 5 Step Marketing Plan to Win More Clients Online
If you’re a real estate agents and you’re not using the internet to win clients, you are missing out on hundreds of thousands of dollars of potential revenue available to you this year. With nearly 300 million internet users in the US, and 74.5 percent of the population regularly online, the internet is the place to reach people in 2017.
Overwhelming evidence now supports that buyers and sellers start their search online before deciding on an agent.
The internet is the #1 tool available at your finger tips to transform your real estate business from eh to ah-mazing!
It is no longer a question of if you should be using the internet to reach clients it is how you should be using the internet and most real estate agents are completely missing the mark with their online efforts resulting in tepid outcomes, wasted dollars and hours of time lost.
If you’ve been thinking about upping your online game, keep reading. I’m about the map out for you exactly what you need to do to win more clients online and create a rock solid online marketing plan for your real estate business.
If you’re ready to up your online game, triple your annual income, and become a big player in the online space in your market then it’s time to get serious. Download your free marketing plan template, and follow these five steps to get started.
Your 5 Step Real Estate Marketing Plan
Step 1- Understand the Space
It is important to understand the online space in which you are operating.
Some markets are competitive and sophisticated and therefor require a unique and niche online presence (or a significant marketing budget in order to really make an impact).
More commonly markets are cluttered with a glut of real estate agents who are half-assing their online presence, whose social media profiles sit idle, and who fumble from one social media network to the next, completely inconsistent with their approach.
With a rock solid digital strategy these markets are easy to dominate, and by following these five steps, you will own them in no time.
A quick competitor analysis will enable you to determine what the level of competition is in your community. Complete this competitor analysis in your marketing plan template. This exercise will give you a good idea of who the players are in your market, and where there is opportunity for you to shine.
Exercise 1: Here are some simple ways you can perform a competitor analysis in your market (refer to template):
TWITTER/ INSTAGRAM: Search for posts relevant to your town by using your local hashtag (ex. #denver)
FACEBOOK: Set up a Business Manager account and watch top performing real estate pages in your market. Check out some Realtors in your area and see if they have an active following.
GOOGLE SEARCH: Do a Google Search of ‘Denver Real Estate’ and see who appears on the first page, do these pages have active Blog posts or other fresh content?
Step 2- Identify Your Online Marketing Niche
In step two we will determine your niche market, identify your target market, describe your ideal client and highlight your unique selling point- what sets you apart from other real estate agents in your area.
Determining your niche and target market will help you laser-focus your online efforts for maximum impact. It is always best to focus on one market to begin with, and once a solid online presence is built in that space, other markets can be narrowed in on too.
There is a trending saying that, “the riches are in the niches” which rings especially true with online marketing efforts. There is a lot of competition online, and if you can speak to and provide content to an audience that resonates with all of your messages, you will find your online tribe of prospective clients and be there go-to for everything real estate.
In case you unfamiliar with the word ‘niche’ a niche market is defined as,
“Concentrating all marketing efforts on a small but specific and well defined segment of the population. Niches do not ‘exist’ but are ‘created’ by identifying needs, wants, and requirements that are being addressed poorly or not at all by other firms, and developing and delivering goods or services to satisfy them.”
Complete the following exercise and determine what your niche could be (remember, in less competitive markets being a real estate generalist is a completely acceptable strategy; however, if you’re dealing with lots of competition in your market, identifying a niche will be critical to your online success).
Exercise 2: Defining Your Niche
Choose one option from each category below and determine a potential niche that your can serve in your market.
Retirees/ Young Families/ LGBT/ Non-residents/ Military Families/ Pet Lovers/ First-time buyers/ FSBO/ Inter-state/ Fix and Flip/ Millennials/ People with Disabilities/ Non-English Speaking/ Specific Interest Groups/ Divorcees/ Holiday Home Owners/ Investors/ Widowers/ Other
The property type:
Detached Single-family/ Urban Condos/ Beach-side Condos/ Golf-Course Condos/ Townhomes/ Beach-side Townhomes/ Golf Townhomes/ Ski Chalet/ Seniors Community/ Luxury Properties/ Holiday Homes/ Multi-family/ Tiny Homes/ Manufactured Homes/ Shared Ownership/Other
The location (origin of client)
Local/ Nearby town or city/ interstate/ another country
Do you see how specific you can get with an online niche? You could end up targeting First time buyers who live interstate looking to buy urban condos; or perhaps local LGBTs in your city looking to sell their luxury properties. By picking a clear and distinct niche you can build your online presence catering specifically to those clients. By doing this, you stand out from competition and provide value to a tribe of potential clients.
Now that your niche is defined, it’s time to identify your target market. We will do this by creating an ideal client avatar (make sure to download the marketing plan template to complete Exercise 3: The Avatar Exercise). To help determine your ideal customer is, ask yourself the following questions.
- Do you want to target buyers or sellers online?
- What are some demographic characteristics of these people (age, gender, income, education)?
- Where do these people live?
- What do they do for fun?
- How experienced are they in the property market?
- What type of home are they looking to buy/sell?
Now make a note of these target market specifics, draw a picture of your ideal client (called your client avatar), heck, let’s even give it a name (for the purpose of this exercise her name is Stella). Now for all future marketing efforts, picture Stella at the receiving end of the communication. Don’t worry about alienating other potential clients, Stella and those similair to her will resonate with your message so well, you won’t need to worry about the masses that are probably more effort than they’re worth.
Now that you’ve defined your target market and identified your niche, it’s time to take a good look at yourself and what you can offer in the online space. Perhaps you’ve already done the work, or inherently know what sets you apart from other agents in your area.
To succeed online you must have a strong sense of your unique selling point (USP). In under-served online markets real estate agents can get away being generalists, however in competitive markets to be successful online it is important to differentiate from competition. Complete the real estate agent SWOT analysis in your marketing plan template to solidify what sets you apart.
Exercise 4: Real Estate Agent SWOT Analysis
A SWOT analysis is a useful tool to look at internal strengths and weaknesses, and external opportunities and threats and helps develop your talents, abilities and opportunities as a real estate agent.
Strengths (list 4-6)
Consider your strengths from an internal perspective or what clients or competition might see as your personal strengths.
Weaknesses (list 4-6)
These are perceived weaknesses you feel about yourself, or what others might perceive your weaknesses as being.
Opportunities (list 4-6)
Look at your strengths and list how these could create opportunities for you with your target market online.
Threats (list 4-6)
Threats are situations and circumstances external to yourself. They could be economic, political, regulatory changes. Changing marketing conditions, or factors outside of your control.
Step 3- Choosing the Channels
One common misconception real estate agents have when considering a digital strategy is that they need to own it all. This is far from the truth. Trying to master every online channel will dilute your effectiveness. Pick two or three online marketing channels and stick with them. If you’re totally new to the online space, you might want to just start with one.
Here is an overview of the common online marketing channels and why they might work for you and your business.
Social media has now surpassed television as the channel of choice for advertising because that’s where the people are. Social media ad spend doubled between 2014 and 2016 and digital ad spend on social media surpassed television in the US at the end of 2016.
Despite the overwhelming data supporting social media as the channel to reach potential clients only 64 percent of real estate agents indicated using social to advertise their listings in 2016.
The number one reason Realtors® fail on social media is lack of a clear plan followed by inconsistent execution.
To be successful on social start by picking one social media channel to start with and focus on building a presence, growing a following and establishing authority before adding another to the mix.
So which channel is right for you?
If you’re looking to create content and advertise to your market, Facebook is a great option. Of all social media channels, Facebook has the largest user base clocking in at 1.94 billion users as of May 2017.
Having a Facebook Page is expected of business professionals in the US. At the very least a Facebook page will let potential clients know that you exist and have some sort of presence online. When used to maximum capacity Facebook has sophisticated advertising capabilities allowing you to laser target your advertising and gain useful insights about ad performance and user behaviour.
The Facebook game has changed in recent years and to be successful in this platform it is essential to ‘pay to play’. That being said Facebook advertising is comparatively cheap to other ad forms and advertising on Facebook is essential for having a viable Facebook page.
- Sophisticated Ad Platform
- Detailed Insights/ Reporting
- Potential for Virality
- Establish Credibility
- Facebook Live is a highly engaging way to communicate with audience
- Declining Organic Reach (people don’t see posts unless paid)
- Harder to gain followers without paying
- Harder to search and be discovered
When deciding to use Twitter as a primary social media channel, first assess how active it is in your community. By searching your community hashtag (ex. #LasVegas), you can see how many recent posts are displayed (recent being in the last 24 hours). In some markets there may be hundreds or thousands of recent tweets while in smaller markets there may be none at all.
Although Twitter has 328 million active users only 21 percent of adults in the US use Twitter, and the user-base is concentrated in many of the larger metropolises.
Twitter is a great social media channel for real estate agents wishing to show their expertise in a certain area. By using your USP and speaking to your niche, you can dominate the Twitter space using specific hashtags that are relevant to your market. If you decide to use Twitter, proper hashtag research should be conducted.
Twitter posts are limited to 140 characters and the platform is designed to connect and engage with like-minded individuals, social influencers and celebrities. Real estate agents who are able to provide expert knowledge on a specific topics in a micro-blog format will thrive on Twitter.
What are hashtags?
Hashtags are simple way to search for specific topics and types of content. If you searched for #realestate you will see posts about real estate from all over the world, if you search for #realestatemilwuaki you will see only posts relevant to the real estate market in this city. Hashtags get more specific such as #luxuryrealestate #beachfrontproperty #investmentopportunity and the list goes on.
- Quick and straight-forward platform
- Easy to find and share information
- Easy to gain influencer or credibility status
- Longer message (>140 characters) not allowed
- Businesses outnumber personal Twitter accounts
- Can’t upload video directly to Twitter
- Twitter does not direct traffic to websites as effectively as Facebook
Instagram is the fastest growing social media platform, it launched in 2010 and has over 600 million users. The primary demographic of Instagrammers are between 18-29 years old, so if reaching the millennial target market is in your marketing plan, make sure Instagram is part of the marketing mix.
The primary purpose of Instagram is the sharing of photos and many real estate agents are finding success in Instagram by sharing beautiful home photos, engaging lifestyle pictures and carefully curated graphics. Beautiful, inspirational and engaging content works best in this channel, and with the addition of Instagram stories (an attempt to take market share from Snap(chat), Instagram channels can be brought to life with sequences photos and engaging video.
If you are reaching the millennial demographic, are selling a certain lifestyle or are working with visually stunning listings- Instagram is the ideal channel for you.
- Visually appealing, great if you’re targeting a market who values imagery
- Great for reaching millennials
- Addition of ‘Stories’ makes digital story-telling easy
- Can search and sort using hashtags
- Easy to gain substantial fan base
- Does not support written content
- Virality not as likely
- Generating web traffic from Instagram is harder
Snap (or Snapchat) is the newest social media channel in the cyber ‘hood and has seen explosive growth over the last couple years. This highly innovative and cutting-edge platform is popular for younger users with the average Snap user is between 18-24 years old; for this reason, many Realtors write it off as a relevant platform for them.
For those looking to target the younger demographics, and who already have some tech savvy-ness when it comes to social media, can use Snap as a powerful tool to connect with their audience, especially because the majority of real estate agents are not using it at all. The big bold imagery, geo-tagging and phone videos can lend themselves well to real estate.
For those exciting days on the job, sharing a snap story could be just what it takes to entice clients, or showcasing features of a neighbourhood or home is a great way to position yourself as a local expert. First find out if your target market is using Snapchat, and if they are, this could be the channel to incorporate into your digital strategy.
- Ideal for reaching younger clients
- Image and video dominant
- Content doesn’t need to be polished
- Not many Realtors using it, early adopters can prosper
- Great for communicating one-on-one with clients
- No advertising platform for small business
- Snaps disappear in 24 hours, therefor no long-term benefits of posts
- Not intuitive for most people +25 to learn
Video medium is here and it is proven that video converts better, builds trust, enhances SEO (organic rankings) and appeals better to mobile users. In the last year the uptake of video marketing has grown exponentially with 61 percent of businesses now using it (with just over half of those only starting to use it this year).
Youtube is the second biggest search engine in the world so is an obvious choice to host your real estate videos. With over a billion users, and reaching more users in many age segments than television, there is no platform as powerful as Youtube for sharing and digesting video content. Video on Youtube is an excellent place to showcase listings, share your personality and expertise, and build your personal brand. It’s free to use and has the added capacity of video advertising through the Google Adwords platform.
All you need to get started on Youtube is a smartphone. For those natural infront of a camera, or willing to feel awkward for the first little while, using video in your real estate business will give you the leading edge. Even if you’re not comfortable infront of a camera, a walk thru of a new listings or coverage of a new restaurant opening the neighbourhood is sufficient. A study by the National Association of Realtors found that Youtube is the top video destination for home-shoppers.
- Great potential reach
- Converts better than non-video platforms
- Sophisticated ad platform
- Helps with SEO
- Daunting for camera-shy folk
- Videos can get lost in the bottomless ocean of content
- Negative comments can damage reputation and brand
Pinterest is the perfect visual marketing tool for real estate agents developing a personal brand and who are targeting a specific niche. Creating boards that appeal to your niche by presenting dreamy imagery and inspiring visuals with the aim to have your posts pinned on the boards of your followers is how to play the Pinterest game. For example, if you are targeting chic urban apartments in your area, having boards with stylish furnishings, modern décor and sophisticated lifestyles will appeal to your target market.
While Pinterest is an excellent tool for branding the real benefit of the platform is the traffic it can generate to your website. By setting up a Pinterest Business account you can link all pins back to a landing page on your site, this is a great strategy when creating and sharing blog content. Also displaying recent pins on your site will add a visual component and encourage web visitors to follow you on Pinterest.
Promoted pins allow Realtors to advertise their pins using demographics, search terms and interests as targeting.
- Highly visual marketing tool
- Great for brand development
- Useful tool to generate referral traffic to site
- Helps with SEO
- Great for reaching female demographic
- Ad platform
- Not a great channel to reach men
- Copyright issues if not sharing original content
Online advertising is a highly effective way to generate leads for your real estate business and unlike traditional forms of advertising such as print or television, it is very easy to track its effectiveness. One of the biggest benefits with online advertising is you only pay when certain actions have been performed. In the case of Google text ads you only pay when someone clicks on your ad and lands on your website, with Youtube ads you only pay when someone views and with Facebook advertising you can set the metric to be charged for (such as per impression, per click, per conversion etc.).
According to MarketingLand digital ad spend and ad revenues are seeing consecutive double digit growth with 2017 marking the strongest beginning to any year for digital ad spend. Mobile ad revenues jumped 77 percent last year clearly showing that mobile is how to reach and connect with potential clients in 2017.
With online advertising being trackable, scaleable and less expensive than traditional forms of advertising, it’s no surprise that more businesses are shifting their advertising budget online as opposed to conventional forms of advertising.
If you want to incorporate online advertising into your digital strategy, here are a few platforms to choose from.
Google Adwords is the platform that manages the majority of ads you see online. There are three main types of Google Adwords ad types relevant to real estate agents:
Search advertisements are text ads. These are the ads that display above the organic search results on a search engine results page (SERP). These text ads appear when keywords or search terms (specified by the ad creator) are typed into Google. There is an auction system that determines if an ad appears or not. If there are several other advertisers bidding on the word ‘real estate Denver’ then the advertisers with the highest bid will achieve the top spots.
In less competitive markets advertisers can expect to pay under $0.50 per click, however in competitive markets this can get as high as $10 or $15! Click thru rates (the number of people who click, compared to the number who view the ad) for top placed search ads are around 15 percent. Conversion rates for real estate are about 4 percent, meaning 4 percent of people who click on your site perform some desired action such as fill out a contact form, request a property evaluation or call you direct.
If your website doesn’t rank well organically, or if you’d like to boost the amount of traffic to your site and generate more leads, the Google Adwords search network is the way to do it.
Display advertisements are the banner ads you see while surfing the net. They may appear in sidebars, at the top or bottom of your screen or as pop-ups. Display advertising is key to generating brand awareness as it reaches more people than search advertising. Although display advertising is great for getting a brand out to your target market, it does not perform as well as search advertising when it comes to clicks or conversions.
When using display advertising you can target by area, interests, in-market (shopping behavior), previous website visitors (re-marketing) and affinity audiences. The cost per click is much less than search advertising (real estate industry average is $0.88), and when used in conjunction with re-marketing ads, display advertising can be a very effective lead generation strategy.
Remarketing ads occur when someone visits your site and a cookie is placed on their computer (called a tag). Once this occurs you can target display ads directly to these people who have already shown interest in your website. Generally remarketing ads have a stronger call to action and have a much better click-thru and conversion rate than display ads alone.
Video is more commonly becoming the preferred format for advertising and advertisers are actively capatalizing on this trend. Video advertising through Youtube is managed through the Google Adwords platform. Cost per view is significantly cheaper then display and search network advertising and is thought to be the most inexpensive way to advertise online at the moment.
Advertisers can create an ad to run in-stream (before a video starts) or as a discovery ad that plays to the side of a video. With over one billion Youtube users and one billion hours of video content watched daily, there is no denying Youtube is a powerful force when it comes to online advertising.
If you have a presence on Facebook (which you should), then Facebook advertising is a must. Put simply, if you don’t advertise on Facebook, your efforts are for not. Facebook’s declining reach is the main reason why Realtors® need to jump on the Facebook ads bandwagon. It is thought that only 2-4 percent of a Facebook page’s fan based actually sees organic posts according to Hubspot.
The new mantra is that you must pay to play and lucky for you, the cost of advertising on Facebook is negligible compared to other forms of advertising (and way more effective). Bonus is that the Facebook ads platform also sends ads to Instagram so you’re killing two birds with one stone.
Another great reason to use Facebook ads is the return on investment. Especially with high price items like homes, ROI can be incredible. Think about it. If you spend $200 a month on Facebook ads ($2400) a year, and sell even just one home because of this, your ROI has already quadrupled. Consistently advertising on Facebook whether boosting a page for likes, boosting listing posts or formulating specific advertisements with precise calls to action is key to success.
Another added bonus of Facebook advertising are the re-targeting capacities. By placing a pixel on your website you can send Facebook ads specifically to an audience of people who have recently been on your site. These warm leads are much more likely to respond to Facebook ads as they are already familair with you, and the services you provide.
Other social media platforms have ad capabilities too.
Real estate agents can advertise on Twitter through promoted Tweets- these will drive traffic to your site or generate leads. Twitter’s ad platform is easy to use and advertising is inexpensive.
Pinterest also has an ad platform and real estate agents who use this channel should consider paying to promote pins to engage fans or drive traffic to your website.
Native advertising, or sponsored content, are paid ads displayed on websites that fit the function and form of the site. Unlike Google’s display ads, which don’t necessarily conform to the design of the host site, native ads are designed to fit into the ecosystem of the publisher’s website, so they look like part of the site, and not like advertisements.
You may have seen these ads before when browsing online. They often fall under a headline of Sponsored Content, or as seamless ads in the sidebar of a page. Native ads are great for real estate agents who use content marketing, and want their content to appear on highly targeted websites where their target market hangs out online.
Conversion and click-thru-rates for native ads are higher than regular display advertising however they are much costlier too.
Content Marketing, often thought of as blogging, has immense benefits for real estate agents including the ability to brand oneself as the local market expert, search engine optimizing juice and an increase in referral traffic.
Although blogging is the most common format of content marketing in the real estate industry, video and audio content creation are other formats that are having increased success in the real estate space.
So are you an avid writer, born for the camera or have the perfect radio voice? Here is a look at the different ways to incorporate content marketing into your real estate business.
Written content in the form of blogging has traditionally been the way real estate agents engage in content marketing. When search engines decide which websites to rank best on search engines, fresh and relevant content is one piece of the algorithm formula. Blogs are an excellent way to keep new and relevant information on your website, and the additional text provides a multitude of keywords or search terms for potential clients to find you.
Aside from SEO, blogging is an excellent way to position yourself as a market expert. Analyse stats in your local area and deliver them in a specific context that will provide value to your target market (ex. The average home price has risen 10 percent this year, what this means for first-time buyers in Philadelphia). Blogs are also great portals to assess and analyse industry changes, showcase current listings and keep your clients up-to-date with the on-goings in your life and career.
Another benefit of maintaining an active Blog is the re-purposing of Blog content which can give you excellent information to share on social media channels, provide to clients looking for insights or use to guest post on other websites.
Vlogging (or video blogging) is becoming a popular format for content marketing for several reasons. First off, creating a video is often less time-consuming than a written blog post which is why real estate agents find it attractive. Video consumption is becoming the preferred way people like to digest content online, and those who are early adopters of video technology are separating themselves from the pack of status-quo agents in their market.
The industry of real estate is especially conductive to video content due to the visual nature of the experience. Clients and leads want to see, taste, touch and smell and video content adds that extra experiential dimension above and beyond the written word.
Showcasing listings and open homes, displaying community events and business, and giving personalized market updates and industry news is much more engaging when done on camera.
Fancy filming apparatus is not required; a smartphone and an internet connection is all that’s needed to get started on video.
For those looking to get into vlogging make sure to sign up for a Youtube channel. It is generally thought to host all videos on Youtube but provide links to them from your website. When sharing videos on social media (Facebook) it’s better to upload the video directly to Facebook instead of providing a Youtube link. Facebook doesn’t like sending traffic to another channel therefor videos will receive a higher reach when hosted directly on Facebook.
Podcasting is becoming more popular with double digit podcast listening growth year on year. Podcasts would be the most under-served area of content marketing when it comes to real estate and therefor presents some great opportunity.
Podcasting could be a wise content marketing decision for real estate agents in busy markets that are saturated with written and video content. Being the audio expert and interviewing real estate agents and celebrities, holding Q&A sessions and informing listeners of latest market stats and trends could be a winning strategy.
If you’ve yet to start email marketing let this be the one thing you implement today. Growing and nurturing a list of past and prospective clients and touching base with them regularly via email is the number one way to stay front of mind with people and garnish repeat business. Email marketing converts better than any other marketing channel and has a strong ROI with every $1 investment in email marketing translating to $38 in revenue.
Email marketing should be purposeful and provide valuable information to your list. Emails sent should be consistent, whether that be once a month, one a week or everyday.
There are various email marketing platforms to choose from. Mailchimp is free and easy to use, Aweber has great automations and Bomb Bomb is an excellent video email marketing platform designed for real busy estate agents.
Whichever email marketing platform you choose make sure you get one that can integrate with your CRM and website, so you can set up automations resulting in new leads automatically uploading to your email list and tracked accordingly.
Exercise #5: List Your Channels
Now that you’ve reviewed the different options to add to your online marketing mix. Pick the top three channels you will use. This could be one social media channel plus blogging and email marketing. Start with three, master these and then add more to your marketing mix if you have the time and energy to do so.
Now go to your marketing plan template and create an actionable strategy for each marketing channel.
Step 4- Defining Your Online Intent
Your online intent is an overarching statement or guiding principle that dictates all of your actions online. Online ADD is a common condition of people wishing to be successful on the internet. The primary symptom of online ADD is jumping from one strategy to the next, without a clear plan or focus. Getting distracted by ‘shiny pennies’ online is easy to do because of all of the opportunities that exist. By having an online intent and sticking to it, you are more likely to stay focused and achieve desired results.
Your online intent should answer the following questions: Who, what and how. Your who is your target market (which we defined in step two), your what is your niche (step two) and your how are the marketing channels you will use to connect and serve your target market (step 3).
Here is an example of an online intent:
I will serve first-time buyers who are looking to buy new condos and will reach them on Facebook, Instagram and through email marketing.
Pretty simple, hey? Your online intent should be concise. Keep it one or two sentences long. Post it on your computer monitor, place it somewhere in your office and recite it out loud before jumping into any online marketing efforts.
Now Exercise #6 is to write down your online intent on your marketing plan template, and let’s move on.
Step 5- It’s Launch Time
Now that you have defined your target market, you know your niche and you understand why you are positioned to serve them better than anyone else it’s time to get serious. Let’s review the market channels you’ve chosen to leverage, internalize your online intent and launch your online market plan!
One disclaimer first. As fun as online marketing is, and as important as it is for generating leads, converting more sales and creating more time, you must remember that your core business is selling real estate, not marketing. For this reason, marketing should not take up too much of your time. I suggest scheduling the time you will spend on marketing efforts into you calendar as to not let it overrun your schedule. Many real estate agents hire assistants or marketing agencies to handle marketing, whatever your launch plan, here are ways to implement your new online marketing strategy.
If you have an assistant…
If you have an assistant who can implement your new online marketing plan, make sure to familiarize them with your online intent. Go over your marketing plan worksheet with them, and have them begin with implementation. If they are new to marketing there could be some hurdles getting to know social media platforms, or writing real estate copy for blogs or newsletters that informs and persuades (and converts!). There are plenty of resources online to assist with getting ‘skilled-up’ on the basics of online marketing.
If you are using a marketing agency…
If you have employed the services of a marketing agency they will find the work that you have done crafting your online strategy very helpful. The biggest draw backs of marketing agencies is creating a point of differentiation between clients in the same industry. A strategy to get listings is much less effective then a strategy to get listings in a particular neighborhood targeting retirees looking to downsize (a niche). You online intent will be immensely helpful to your marketing agency in getting you the results you desire.
If you are flying solo…
If you will be implementing your marketing plan on your own good for you! Hopefully you find it a fun and rewarding process that broadens your skill set and creates a more dynamic you in the end. If you will be implementing your plan, make sure to schedule in time each week to focus on marketing efforts. This could be a couple hours every Monday morning where you can sip some Java in your PJs while scheduling posts or sending out email newsletters. During these focused marketing sessions you could:
- Schedule the majority of the weekly posts using free social media scheduling tools such as Hootsuite
- Draft and send your weekly/monthly newsletter, highlighting listings, stats, community news and other content
- Write a Blog post and share on your channels
- Go ‘on location’ and film something happening in your community
However you craft your weekly marketing activities around your online intent make sure to be consistent no matter how busy you are, or how much you’d rather do something else. If you just can’t get yourself together to spend time on marketing, take it as a clear sign you need to outsource this aspect of your business and find an assistant or a marketing professional that can do it for you.
It is now time to schedule your first week of marketing activities. Hurray! This could involve researching your target market, setting up your marketing channels, or meeting with your assistant or marketing team to discuss your online intent.
The last exercise in the worksheet is to schedule your first week of activities. Feeling super inspired? Go ahead and schedule the entire month. The most important thing being that you actually do it. Don’t let this be another helpful article you have done nothing about. Let it be the catalyst to your successful online marketing plan and your starting point to more leads, sales and income online.
Exercise #7: Schedule Your Week
It’s time to launch your new online marketing plan! Grab you marketing plan template, load your Google calendar or pull out your weekly planner and pencil in some time to focus on marketing this week.
Congrats on taking the time to complete your kickass online marketing plan! Hopefully by now you have completed the exercises in the template and have an actionable strategy that you’re ready to implement!
Did you find this article helpful? If so, we’d love to hear from you!