November 27 2016
With Thanksgiving behind us and December just days away, it's time to get serious about your holiday marketing plan. This season, don't lean on the same old vanilla marketing ploys (fridge calendar magnets, anyone?). Instead, put a little sugar and spice into your promotional efforts that will make your clients and leads remember you.
In the video above, real estate coach Tom Ferry offers some excellent strategies to do just that. Below, we expand on his ideas with a few of our own, along with extra resources that can help.
Gifts are a powerful way to build your business--but who should you send gifts to? Ferry suggests thinking about this strategically. Consider giving a small token of your appreciation to clients under contract, your best referral sources, professional partners (lenders, contractors, managing broker, etc.), and your best clients from the past two years.
Ferry calls these your W.O.M.A.N. (word of mouth advertising network). Treat your W.O.M.A.N. right, and you can look forward to business bliss in the year ahead. For advice on gift selection, see the following articles:
According to Ferry, hosting an event over the holidays is so effective, that it can replace the gift giving strategy altogether. That's because gifts only go to the most important members of your sphere, but events can (and should!) be open to your entire sphere--from VIPs to new leads.
From holiday greetings to promotional postcards, content is the heavy hitter of your marketing plan. If you haven't already started to plan your content, do it NOW. You'll need as much lead time as possible to execute the designs, get them printed and mailed out.
Ferry offers a few ideas for holiday marketing content:
And don't forget the old stalwarts of holiday content: the greeting card and seasonal email blast. Click the links for advice on executing both ideas.
And here's a piece of amusing advice for achieving a higher success rate with your content: Put a snowflake on it. Yep, you read that right. According to Ferry, designs with snowflakes on them perform much better than those with Santa, snowmen, Christmas trees, etc. Keep your eyes peeled this season and you'll surely notice a ton of snowflakes on all kinds of marketing materials. There's a reason for that--it works!
The best way to stand out against a sea of competitors is to do something that no one else is doing. Ferry suggests making whatever you do fun like, say, a Facebook Live video that answers the question that Realtors get asked most: How's the market? Talk a little about the market, and end the video with a call-to-action that directs viewers to your website for a free home valuation.
Don't underestimate the power of a good social media content. Consider running a contest for, say, the best local holiday lights display. To enter, people can nominate a light display by posting a photo to Facebook and tagging your business profile and/or a predetermined hashtag. For more seasonal marketing strategies, see 7 Special Holiday Marketing Ideas for Agents.
These are just a few ideas to jumpstart your seasonal marketing strategy. What are your favorite holiday marketing methods? Let us know in the comments below!