Being a real estate agent can be overwhelming, especially when it comes to self-promotion and building your brand. Deciding what, when, and how often can be nerve-wracking – we’re here to help!
New members that come into the Power Program® are often overwhelmed by the amount of content available for them to use, and one of the most common questions we get is “Where do I start?” There is a plethora of mailers and flyers and other things to send out, not to mention social media posts, managing the CRM auto-emails, and dialogues for phone calls. But how many of these should new agents use, and how often?
Choosing Marketing Pieces
When it comes to marketing, there is a correct way and an incorrect way to view the pieces that we have in the Classroom.
The incorrect way is to look at all 600 pieces and say, “I’m going to find the very best one.” There is no perfect piece, because they are all excellent pieces. We created all of these to give you plenty of options, not to make it more difficult to pick the best one.
When you look at pieces in the Classroom, look for pieces that most resonate with you. When you look at something and say, “Oh wow, that’s really cool.” Or “I really like this.” Find the things you have the biggest reaction to. Then ask yourself this, “Will my clients like this?” and “How can I best use this piece?” That’s how you decide what to use.
I’m going to let you in on a little secret: there is no right or wrong marketing pieces. Ever. The whole point of marketing and self-promotion and staying in touch with clients is the “touch” that these pieces offer. Each of these pieces is just an excuse to make contact with the people in your database.
During the holidays, we give presents to each other, but it isn’t really about the presents themselves, it’s about communicating to people how much you care about them. It’s saying, “I care enough about you to go out, find something that I think you’ll love, wrap it and decorate it, just because I want to do it for you.” Taking the time to choose marketing pieces to express this care for your clients is the same thing.
How Often Should You Reach Out?
Not all marketing pieces have equal weight. Some pieces, you will only send out once in awhile, and other things, you will send out more often. As an example, I bought a scarf for someone. It was a really beautiful scarf, but there were so many to choose from. One was dark grey, one was green, others had multiple colors, some were heavier and some were dressier…so many different types. I finally chose the one I did because I thought about what this person needed the scarf for, and what color they personally liked. It’s the same with these 600 pieces in the Classroom — each piece will be useful at different times, depending on who you are sending it to.
I personally believe that emails should be sent once a week, or once every other week. For our Power Agents®, our CRM has a built-in monthly newsletter, so there’s one touch a month that is automatically sent out. You can choose another email that is sent out automatically every month, bringing that total to 24 touches in a year, and you don’t even need to do anything once you’ve set it up! Sending a weekly automated email? That’s 52 touches to your database.
There are a couple of different ways to do these. Either you can go out every 3 months and knock on the doors of all your clients to deliver a little goody bag and check in face-to-face, you can take your whole database and divide it by 12 and do X many every month, or you can choose your top 5 clients every month and make your smile stops.
Choose a time that you have the best chance of catching your clients, like a late Saturday morning drive-by, and then be consistent in order to develop this as a habit.
Buying Smile Stop items in bulk can save you money, especially if you plan to deliver Smile Stops to a large client list. However, if you decide to choose your top 5 clients each month, you can spend a little more on these clients as a thank you for staying in touch, or sending a referral your way, and so on.
Again, there is no right or wrong answer here, it’s all about what you are willing and able to commit to. That’s the most important part.
TIP: Check out the Farming, Self-Promotion, and Mailings tab for Smile Stop suggestions!
I highly recommend making phone calls to your book of business quarterly. Taking your list at the start of the quarter, you can divide by 90 so that you know how many to make each day in order to call everyone in that 3-month timeframe.
Whether you do a “Toys for Tots” drive, or a food drive, a client appreciation BBQ, a New Year’s party, or outdoor movie night, I would suggest doing one or two of these every year. Power Agents®, we have created a Parking Lot party guide that outlines several different types of parties you can host throughout the year, and we also have created a guide specifically for the Holiday Heroes Project®. These events don’t have to be limited to only your clients, but opening it up to the community as well is great self-promotion for the people you are trying to reach.
Social Media Posts
Social media posts should go out every day, or every other day. Power Agents®, our Power Builder™ CRM has posts already created and can be automated to post to your social media accounts.
Social Media Video
This is different from social media posts in that it’s a video, and this should be done once a week. Whether you are talking to a local business owner about their business, or touring a neighborhood, or historical monument, these videos are a way for you to promote yourself as a community-minded individual, as well as show off the community that you serve.
TIP: This article by WebFX takes you through the why’s and how to’s of creating social media video: “Video Social Media Marketing: 3 Reasons To Create Social Videos”
Other Things Worth Noting
There are a few other things worth noting here:
- The more you can automate your marketing, the better it is for you.
- Consistency is key
- Pick the marketing strategies that you like to do
There is a lot to unpack here, but don’t feel like you need to do everything right now! Pick one thing and start with that. Whether it’s setting up the newsletters to automatically get sent out, or starting with phone calls, pick one thing, and get consistent with it.
Once that becomes a habit, pick a second thing to start. Just like how Rome wasn’t built in a day, your marketing strategy won’t be either. Just add one brick at a time!
Are you ready to start taking things to the Next Level®? If you don’t already know what you need to do to get to your next level, we can help!
Power Agents®, for all the tools, resources, and strategies for hosting an incredible promotion and bringing your clients to you, head to the Farming, Self-Promotion, and Mailings tab in the Classroom. Also, head to Webinar-On-Demand and watch the virtual training, “Your 2022 Marketing Calendar for Success”!
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