If I asked you how important good marketing is to your brokerage’s success, I’m 99.9% sure that you’d reply, “Very.” So what are you doing to ensure your marketing is effective?
Instead of resolutions this year, try challenging yourself in a different way to build a better marketing strategy. Instead of resolving to do better, be specific about what you’ll do to be more effective. Set small daily goals for yourself so you can see progress every day. And before getting started, ask yourself these 4 important questions:
1. Do you have measurable marketing goals?
This question seems simple at first. Of course you have goals! But are they measurable? Are they specific? Can you track the progress of your goals from month to month and year to year? If not, then it’s time to challenge your brokerage for 2015. Setting measurable goals doesn’t have to be as scary and incomprehensible (to us non-doctorates) as rocket science. For example, take a look at your incoming leads for the past 6 months. What number do you hit most often? What number do you need to keep business going strong? Choose a number that’s close to what your brokerage typically hits for the first few months, and then gradually increase that number every month. For more tips on setting achievable goals, check out my earlier post.
2. Do you have a specific plan to reach your goals?
The best way to achieve your goals is to document a clear, specific strategy. Be as specific as possible; it can be harder upfront to build the strategy, but you’ll find it’s much easier to implement when you know exactly what needs to be done. Specifics also help immensely if you’re handing marketing off to agents or other employees. Find outlines and examples of marketing strategies online; or if you know a broker who’s willing to share, ask what specific tactics have worked well for them.
3. Is your messaging consistent?
Keep your messaging simple, and above all, be consistent. The challenge of today’s digital landscape is ensuring consistency of your brokerage’s message across all the channels—social, email, website, etc. Having agents do their own marketing adds another layer of complexity. If you haven’t already done so, make sure you document your brokerage’s unique value proposition and overall message. Never underestimate the importance of documentation. Creating a style guide for messaging and design will increase consistency among your brokerage employees and agents.
4. Is your content valuable?
This question can be a tough one to ask. Every broker wants to believe that the content they’re sharing with prospects is important—mainly because it’s important to the broker and agents. Approach your content from the prospect’s point of view: If Robert’s not ready to buy at this very moment or Maria has no clue who your agents are, are they going to pay attention to content that focuses on how awesome your brokerage is or how fantastic a new listing looks? The short answer is no.
Prospects get bombarded with messages and promotions every single day; the best way to grab their attention is to send them content that they actually want to read. Giving prospects valuable content in your marketing helps you build trust with people that are ready to buy as well as nurture people who will in the future. Challenge yourself this year to evaluate your content honestly and take a new approach if the old way isn’t working. Teach your agents how to add value to their marketing efforts as well. The more you can enable and empower your agents, the more success they can bring to your brokerage.
As you start off the new year, keep in mind the pithy words of Zig Ziglar: “People often say that motivation doesn’t last. Well, neither does bathing—that’s why we recommend it daily.”