Broker Marketing/Management: Sales is Tactical, but Strategy Matters

Harper Thorpe
Published: 02/22/2012
Posted by: RET Staff

Articulating what you want in your real estate brokerage is pretty straight-forward.

… sales associates who are dedicated and productive;
… managers who lead and develop people;
… top producers who are role models to others and support your brand.

But how do you take your goals and marry them to behaviors that will produce desired results? Here’s a quick example of a strategy virtually all brokers share:

Strategy: Present our company and agents in the best possible light so buyers and sellers want to work with us.

Goal: Have a compelling Real Estate marketing website that’s intuitive to navigate and has valuable, up-to-date information to help consumers make home buying/selling decisions.

Tactic: Provide a consumer with accurate information about our company and our agents on our website.  Here’s where a website powered by a first-rate Real Estate technology infrastructure shines.  Edits and updates can be handled by anyone.