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Developing a Real Estate Marketing Routine

June 08 2017

la developing a real estate marketing routine

Aside from actually having no marketing plan at all, one of the biggest reasons Realtors face challenges when trying to build their real estate practice is simply a lack of routine. Routines are important. Routines give us a purpose, and having a daily routine gives your day an organized purpose that will enable you to get more done in less time.

There once was a commonly held belief that it took 21 days to create a habit. Later, many came to believe that it was actually 66 days. When it comes to the real estate industry, though, I believe that it's much different. I believe that the most successful Realtors® are those that practice their business routine every single day. These Realtors® do not let anything get in the way of their routine. They follow through with every part of their routine, ensuring that they are covering all their bases and effectively growing their real estate practice.

I also believe that these top producers realize that due to the "reactive nature" of the real estate business—and because there is always something that will be pulling at them to get them off routine—they don’t believe in habits. They will not risk falling out of a habit. They simply believe in routine.

Marketing is a very, very important part of your routine if you wish to grow your real estate practice in a measurable, meaningful way. I personally believe if you want to ensure that you are growing your practice in the most efficient, maximum way possible, the only realistic option is to hire a marketing agency. That said, I understand that not everyone can afford outsourcing everything, and some Realtors® have people that work for them in-house that can take care of these things. To those ends, I want to share with you three tips to establishing a solid real estate marketing routine.

Make an Appointment with Yourself AND Keep It

Again, touching on the reactive side of being in real estate, this is a critical first step. There are people, problems and other outside influences that are going to be pulling at you, day in and day out, trying to get you to fall out of your routine. You cannot allow this to happen. Set a regular daily meeting to go over your marketing goals, where current marketing projects stand, how your campaigns are performing, and what is coming up.

You would not blow off an appointment with a prospective seller. You need to treat this meeting with yourself the same way. Set your meeting time and make the commitment to be there for it, every single day.

The Devil Is in the Details (a.k.a. Analytics)

One part of your marketing routine that you have to keep an eye on are your results. I know it sounds crazy, but you would not believe how many agents we talk to that literally have no idea what their response rate was on "Real Estate Marketing Campaign X." You HAVE TO track ALL of your campaigns. If you do not have a way to track a particular campaign, you either need to figure out how to do it, or quit doing that campaign all together. It's that simple.

My personal favorite campaigns are capture postcard farming campaigns and Facebook digital farming campaigns, simply because they not only are so effective, but are so easy to track. Whatever campaign you are involved in, make sure there is an easy way to get the analytics you need in order to make sure that you are headed down the right path.

A Follow-up Plan HAS TO Be Part of Your Real Estate Marketing Routine

Lastly, you have to remember that for every action you take as part of your marketing routine, there is going to be an opposite reaction. In this case, people engaging with your marketing pieces and/or asking you for more information. Because of this, you have to get into the routine of reviewing all your campaigns, every single day, looking to make sure that all your new leads have been followed up with and that they have been placed into your lead cultivation system. If you do not have a lead cultivation system, that needs to be your first order of business. It makes absolutely no sense to spend your hard earned money on marketing yourself if you have no actual system in place to help convert those leads into clients.

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