The “3-Touch-Point Marketing Plan” to Connect with Your Sphere and Farm
With so many different marketing strategies, it’s important to fine tune your choices to make them work for you in the best way possible.
During a conversation with one of my Power Agents® recently, the subject of prospecting came up, as it often does. She had over 800 people in her contacts list but wasn’t getting the business she hoped for. She was already doing some good things through the use of her CRM such as sending the newsletters, as well as keeping in touch with local information.
Two Types of Marketing Buckets
There are essentially two “buckets” that all types of marketing can fit into. The first bucket is Brand Awareness, so sending out emails about the market or your team, or the monthly newsletters, those are all about getting people to remember your name, your face, and what you do for a living. People may not take action based on this type of marketing, but this self-promotion helps to keep you fresh in their minds.
The second bucket is where you are offering something that includes a call to action. This is like offering to come over and present a free home evaluation report, or click on a link for an awesome eGuide. They need to do something to get something in return.
TIP: Check out this related blog article: “Content Marketing Fuel For Your Real Estate Business.”
The 3-Touch-Point Marketing Plan
Keeping these two marketing buckets in mind, I offered this Power Agent® the idea of the “3-Touch-Point Plan” to stay in touch with her sphere and farm and get more referrals.
TIP: This article by Reve Chat dives deeper into what touch-points are and how to use them.
Touch-Point #1: Email Marketing
While emails used to be the big go-to because they are free and easy to use, they are starting to lose their effectiveness because with all the other businesses sending emails too, it becomes very “noisy” in a person’s inbox. For those who are on a tight budget, this is a great place to start, and can be done multiple times in a month.
Touch-Point #2: Direct Mail Marketing
Direct mail marketing is making a comeback, and surprisingly is proving a lot more effective than most other marketing methods. Why? People invest themselves by choosing to open the envelope, pull out the letter, and read it. However, this approach does cost money, so for this Power Agent® who had over 800 contacts in her database, she may want to break that up and do 200 or 400 every month.
Power Agents®, we have tons of great options to mail out in the Farming, Self Promotion, and Mailings tab in the Power Program® Classroom, and we are in the midst of working out a deal with a company that can print and mail on demand!
Touch-Point #3: Follow-Up Phone Call/Smile Stop
You’ve sent the emails. You’ve sent direct mail. Now it’s time to pick up the phone and start calling all 800+ people (“Hi! I just wanted to give you a quick call to check in with you.”), or pop by their home to knock on their door for a S.M.I.L.E. Stop. (“I just wanted to stop by to give you this treat to put a smile on your face.”). The holiday season is coming up fast, which gives you the perfect reason to check in, to wish them a happy holiday and see if there is anything they need. You can also ask if they have been getting the value pieces and you can use those as a discussion point to build that rapport and establish your value.
What About Social Media Posts?
Social media posts fit into both marketing buckets, depending on what you are posting will determine which. Many of our flyers can also be used as social media posts, which can both increase your brand awareness while using a call to action to click the link.
One thing to note about social media: it will serve you best when you strike a good balance between marketing and social posts. Our article “Keeping the ‘Social’ in Social Media” goes through how to strike that balance so your follows can get to know you as much as they get to know what you do.
William Cowper once said, “Variety is the very spice of life, that gives it all its flavor.” Using a variety of posts keeps your social media fresh and interesting!
The Takeaway
With each touch-point, you are building on the one before. They move from knowing who you are and what you do, to seeing your value to them as an agent and investing by responding to the call to action, and finally building that rapport on a personal level. As this cycle continues, it grows, so when they need a real estate agent, you are the one they think of first!
What’s Next?
Are you ready to start taking things to the Next Level®? We have everything you need to develop new skills and master the ones you already have!
Power Agents®, for some great ideas on how to wow your sphere and farm, spread some love, and show your contacts list how valuable you are? Take a peek at the amazing content in the Farming, Self-promotion, and Mailings tab in the Classroom.
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