What separates the top performers from those who simply want to be a top performer is the actual doing. Everything we write about works. But if it’s not done every day—if lead generation isn’t part of your daily routine, you won’t see the results.
Because of this, a marketing plan is essential—it guides your implementation. The bet plans, however are not always those that are highly detailed, explaining every facet of how-to and who-to. The best plan is the one you’ll put into practice every day. It’s far better to have a 1-page summary you actually follow, than a 100-page leviathan you never open.
So today, let’s look at four important things that should be in the marketing plan to increase the chances the marketing will actually get done. Let’s assume you already know your own strengths, who your leads are, and how to reach them. Once you have those sorted, it’s time to focus on implementation.
How much effort are you going to spend in each area? How much will be divided between cold calling, open houses, lead follow up, and social media?
This is important because you want a benchmark to compare your efforts. The big failure of much marketing is that too much time is spent (or not spent) on one activity to the detriment of others. Real estate is an area where you have to spread your efforts. Being a unique industry where offline and online marketing work together, and with real face time with your clients, you can’t overlook any facet.
If you do lots of social media because it’s fun, but no cold calling or open houses because people are scary, you won’t be getting the results you want. By having time goals that can be measured, you take the first step in ensuring each gets done.
How will your efforts be tracked? What’s the plan for making sure you do each day? How will you be accountable? This needn’t be complex. You would ideally track activity in a CRM, but a simple Google spreadsheet suffices as well. All you really need is to note down whether an activity got done each day. Not a timesheet, more like a checkbox—make it easy to use so you’ll use it.
This has another benefit as well. Over time you’ll build up a body of data on your marketing activities and will be able to see if spending time on particular activities has led to any long-term results.
The first thing you do each day has a huge influence in what gets done. Want to get cold calling done without fail? Schedule it in at 9AM every single day. Want to make sure cold calling doesn’t get done? Put it off to 1PM. There’ll always be something more interesting that rolls around.
Schedule your hardest, but more important marketing tasks in to be the first thing you do. Don’t spend time on social media or checking emails—those tasks are easy. Take it by the horns and get the hardest out of the way, first. The day can only be downhill from there.
Finally, you need to have a way to test your marketing. Every week, note when you got leads, and where they came from. Over the course of several months, you’ll be able to see patterns, especially when comparing to your activity record. Did a slump or spike correspond to any changes in your daily routine? Then fix it!
This is a fairly basic marketing concept but all too often it’s not done. Even the best of us need a reminder, but tracking your marketing is one of the best ways to support and refine your real estate lead generation.
If you need more ideas on lead generation, take a browse through our blog. We have a lot of great stuff here and we’d like to see you get results from it. Just remember to apply it systematically, and get it done each day.