Designing a High-Impact Real Estate Marketing Plan


Developing a high impact marketing program can be a great tool to get your message out in front of the people you want to reach and to deliver the leads that you need to keep your real estate business growing! At the end of the day, every agent wants consistent, predictable income and this is how you can achieve just that!

Designing a High-Impact Real Estate Marketing Plan

Have you ever wondered how to create a marketing plan that delivers incredible impact, gets your message out in front of the people you want to reach, and delivers the leads that you need to keep your business growing? I hope you have, because let’s be honest, at the end of the day, what do you want? You want consistent, predictable income.

In real estate, it’s challenging because a lot of people think marketing is getting your brand and your message out there, which is important, but you’re not coco cola and you don’t have a billion dollar ad budget. You’ve got to make every dollar count.  You’ve got to have something that’s high impact, that’s going to return results, and that’s going to deliver leads.

That’s what you need to create a high-impact marketing plan. This will allow every dollar you’re investing to compound exponentially, because what you’ve created is designed, it’s intentional, and it’s strategic.

Spaghetti on the Walls

Most real estate agents have a marketing plan that we call, “the spaghetti on walls” approach. Their plan is like a bowl of spaghetti: they throw it on the wall, see what sticks, and try to reproduce it again next year. They don’t really know what worked because they just threw a bunch of stuff out there and some things worked and some things didn’t, but they don’t know what was what. You’ve got to have something that’s much more intentional and much more designed.

Integrated Marketing Plan

The Integrated Marketing Plan is something that, up until this video, I’ve only ever really taught at our live events. It’s what we use internally at our company and it’s what we teach our clients about how to create a marketing program.  It’s a process where everything you’re doing is integrated and strategic and one where each marketing activity appears to be tied to the other ones.

This process moves people strategically through the different actions that you want them to take. Another way to think about this is as a 360 marketing plan:

In the center is the person that you’re trying to reach. This is your target audience. Most people think “…well I’ll send them some direct mail, or I’ll send this, or I’ll send them that…” but it’s never intentional.  It’s never strategic.  

However, this person is not just going to engage with you in one medium. Instead, they’re going to be checking their phone, mail box, inbox, phone, text messages, and their voicemail. There are a lot of different mediums that this person is going to have an opportunity to engage with you on.  

Most people just kind of throw everything at them and hope something sticks.  Instead, what you need to do is you need to think strategically.  Think about where this person is going to turn so that every time they turn around, you’re there. Every time they pull out their phone, every time they check their mailbox, every time they go to their inbox, there you are with your message.

Target Audience

What you need to think about, based off of your budget and the time that you have to invest in creating these different circles, is where do you want to be when that person turns around? Think about the target audience that you’re going after.  

If your target audience is a 65 retirees, you’re probably not going to be on Snapchat or Instagram. They’re still going to be in their mailbox or their email inbox. You need to think about this: who am I targeting and where do they hang out? Where’s their attention going that I can put my message in front of?  

Some of this can be free, some of this can be paid, or some of this can be a combination of free and paid. The reason there are arrows drawn between them is that if they interact with you in one area, you want to drive them to another area.

Here’s what this looks like:

Let’s say you get a lead and they come in through Zillow or Trulia or realtor.com. You probably send them an email, right? You send them an email saying “Hey, thanks for filling out the form. I got it and I’ll be reaching out.” Then maybe you’re going to place a phone call (which you should be doing as quickly as possible!). If you don’t get a hold of them, what do you do next? You send them a text message. Your text message could say something like, “Hey, there’s more info on my website.” or “Would you like a CMA for your home? Here’s a link.” Now you can drive them to your CMA website.  Your CMA website may then link to some social media platform, which could then drive them to your IDX website. Your website might lead to you sending them some direct mail and your direct mail might link back to your main website.

Start moving people through these different circles, so that if they check their mailbox, there you are with direct mail.  If they check their social media, there you are with some ads, posts or information.  Maybe your ad is linking to your CMA website or if they’re on your CMA website, maybe they get a text message or a phone call when they fill it out.  

What you’re trying to do is integrate everything that you’re doing so that if I’m spending a dollar on direct mail, it’s not just direct mail that you’re going to impact.  It’s going to impact many areas because they’re also going to get an email and a phone call, so that dollar that’s being spent here is hitting other mediums as well.  

Now you don’t have to spend a dollar every time you want to get your message out in front of your target audience. You can now do it for free on social, by picking up the phone, or by shooting them a text message – which works amazingly well right now.  Start to engage with them based of the demographic that they’re in.  

How would you fill in these bubbles?  (If you want a blank copy of this diagram, click here!) Just remember: all the arrows can point different directions. What you want to be thinking about is what are the different mediums? Think about who you are trying to target and think about all the different directions that they’re going to turn.  Where are they going to turn for information?  Where are they going to be throughout the course of the day?  How do you get yourself positioned in front of them so that when they are on that medium, when they are on that platform, there you are.  

One thing I want to point out is in this diagram, Zillow, Trulia or realtor.com don’t have to be paid ads.  This could be just a profile with a lot of really great testimonials.  This could be a profile where you pay for a premium profile but you’re not paying necessarily for leads.  We have a lot of clients that get tremendous lead flow from Zillow, Trulia and realtor.com and they don’t pay a dime or they just have the premium profiles but they’re not buying leads, they just have so many testimonials on there.

You can do a lot of this very, very, inexpensively.  You don’t need a big advertising budget, you just need to be smart, strategic, and integrated about how you market. Think about all the free ways you can reach people. Think about what you can send them or give them that would cause them to share their information, in exchange for that value.

Put together your own integrated marketing plan and I promise you this: you will squeeze so much more out of every dollar.

In the comments below, I want you to tell me: what is in your integrated marketing plan? What are the different parts of the bubble?  Put that list down below and share your ideas with the community!

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