Top-performing agents know how to develop and implement effective plans for growing their business.
Maybe you’re on your way to “top-performer” status, but you don’t have a great plan for getting more clients and increasing your gross commission income. Or maybe you have a plan, but it’s not working.
Either way, you’re in the right place. Because learning how to craft a well-developed real estate marketing plan that enables you to generate more leads is the perfect starting point.
Download Market Leader’s free interactive guide: “2024 Real Estate Marketing Plan: Your Path To Getting More Leads Than Ever Before.”
Not only will the content and worksheets in this free interactive guide equip you with the useful tools, helpful questions, and note-taking space you need to take inventory of your business – they’ll also walk you through the process of building your brand, setting attainable goals, and creating for yourself an actionable plan that leads to success.
The work you will do in the guide is important. It will set you up to expand your reach and accomplish more, not just for 2024 but for years to come.
To give you an idea of what to expect, here’s a sketch of some of the concepts covered in the full guide.
What Should Be Included in a Real Estate Marketing Plan?
A real estate marketing plan is an organized collection of strategies, systems, and schedules that individual agents, teams, and brokerages use to guide their marketing efforts.
The most effective real estate marketing plans rely on all five of the essentials listed below. Which (if any) do you have covered?
1. Target Market
It may sound counterintuitive, but focusing your marketing efforts on a narrower audience can actually lead to serious improvements in terms of lead-to-client conversion rates and maximizing your transaction volume. Identifying your farm area or ideal client’s profile, you can more easily fine-tune your branding and marketing to cater to the specific needs, challenges, and interests of a particular type of person.
2. A Brand Structure
If you have a weak brand, you’re more likely to lose focus, disappear in the crowd of competition, and misrepresent who you are as an agent. All of which reduces productivity and hinders your ability to acquire and retain quality leads. (Learn more about real estate agent branding.)
3. Data & Analytics
When you’re armed with statistics, analytics, and insights, you’re better able to set goals, track progress, and make your success repeatable. Without data, your marketing efforts are more likely to be a complete gamble, if not a guessing game.
4. Technology & Tools
Real estate technology is crucial. So crucial that you almost can’t do customer relationship management, direct marketing, or any of your transaction work without it. The best real estate marketing plans require a customizable website, fully integrated CRM, social media management tools, and marketing automation software to make it all happen.
The best real estate marketing plans include a social media strategy, video content, robust marketing automation tools, a customizable real estate website, and a fully-integrated CRM. But of course, merely having the right tools won’t be enough. You have to know how to use them.
Learn how. Download our free “2023 Real Estate Marketing Plan” and make today the day you begin taking your business to the next level.
5. Lead Sources
In a highly competitive, low-inventory housing market, referrals alone won’t be enough to sustain your business. To thrive regardless of market conditions, you must have a marketing plan that helps you “cast a wide net” and create as many lead sources as you can so you can consistently build your database. For example, here are the broad categories of lead sources to leverage…
- Online (e.g., social media, paid ads, using your website, etc.)
- Offline (e.g., signage, direct mail, hosting open houses, etc.)
- Referrals (your real estate network, and your sphere of influence)
- Prospecting and outreach (e.g., cold calling, community involvement, sending prospecting letters)
- Hire a low-cost team of experts (e.g., Market Leader can deliver you a predictable number of buyer and seller leads each month.)
Only S.M.A.R.T. Goals Will Produce the Results You Want
Goal-setting is a crucial part of marketing for real estate agents. And maybe you’ve already established goals, but you’re not seeing the results you want.
The reason may be that they’re not S.M.A.R.T. goals: smart, measurable, attainable, relevant, and time-bound.
This approach enables you to set realistic goals while also increasing the likelihood that you’ll actually achieve them.
3 Examples of S.M.A.R.T. Goals
- “I will increase the average number of leads I generate every month by 20 percent by the end of 2024.”
- “I’ll attend one webinar or download one guide about lead generation best practices every month throughout 2024.”
- “I will 1) research which real estate website provider has the best websites for generating leads and 2) implement a new website from that provider by the end of the first quarter.”
Want a full breakdown of each part of the acronym so you can start setting results-producing goals today? Get our free interactive marketing planning guide.
5 Must-Have Real Estate Marketing Strategies
Goals are worthless if you don’t have specific strategies in place to help you reach them. Think of them as the difference between planning and wishful thinking. They are the “how” to your “what.”
It would be impossible to list all of the many strategies you could implement as part of your marketing plan. Plus, it wouldn’t be very helpful for you to skim through a dizzying array of possibilities. Instead, let’s narrow it down to five real estate marketing ideas that are sure to generate more leads.
Invest in Advertising
In the 2024 Real Estate Marketing Plan, not only will you get practical pro tips for advertising, but you’ll also get a customizable budgeting calendar so you can put money where your month is.
Develop a Strategy for Referrals
Imagine if every one of your former clients referred someone to you every year. That’s totally conceivable, and the success would be compounding – and life-changing! The guide gives you three ideas to jumpstart your referral strategy brainstorming session.
Use Marketing Automation Tools
The best marketing automation tools do it all. With Market Leader Professional, for example, you get a customizable, lead-generating website; a fully-integrated CRM; and the ability to automate new listing alerts, newsletters, and print and digital content pieces like postcards, flyers, and video-enabled mobile-responsive emails.
Leverage the Power of Social Media
To give you a shortcut for implementing an efficient and productive social media strategy, the 2024 Real Estate Marketing Plan provides a handy “Social Media Cheat Sheet” so you’ll know the audience, tone, and user intentions applicable for each channel.
Get Exclusive Buyer & Seller Leads Delivered to You Each Month
Securing a steady stream of exclusive online leads each month cuts down on the time you have to spend on prospecting, while also putting you in a better position to plan for the future. For example, Market Leader offers real estate leads which will empower you to reach your sales goals and sidestep the stressful boom-and-bust cycle.
What’s Included in the Guide?
In addition to all that we alluded to above, the 2024 Real Estate Marketing Plan also provides the following:
- Simple, fill-out-as-you-go worksheets and templates
- Brand-building prompts (with tips & examples)
- S.W.O.T. analysis & goal-setting walkthroughs
- Marketing musts for 2024
- Social media marketing cheat sheet
- Much more!
Every big plan starts with a small decision. Will you download Market Leader’s free interactive real estate marketing plan?