WORKING WITH SELLERS
PRE LISTING PROCESS
CONTRACT TO CLOSE
Marketing That Makes Sense
SPECIFIC-Every marketing piece needs to have a purpose.
Don’t waste your time, or your client’s, throwing mass amounts of marketing out that has no real intention, no call to action, and is not well designed to meet your desired goal.
For every marketing piece, check for 3 key components:
- A Story-Facts Tell, but Stories Sell. If I am sharing a recent closing, or new listing, I make sure my marketing includes something that a bullet list can’t tell them-but just enough to give them a reason to call me still.
- A Call to Action-Information sharing is great, be sure to give them a reason to contact you when they see your marketing. My favorite example is to have a supplemental report ready for anyone who contacts me in response to the marketing. “Call me today, to get your free submarket report for commercial owners… “
- WAYS TO REACH YOU! Phone, email, social media, website, QR Codes-Make it crazy easy for them to contact you from your marketing.
MEASURABLE-Expenses should always be tracked in relation to their results. Any marketing should be broken down as a return on investment, to determine its effectiveness.
For instance, imagine you spent $500 on direct mail campaign, that result in 2 first appointments, and a listing worth $1,000,000 for a 5% fee. The measured effect is that for every $1 of that campaign, your end result attracted back $100 of potential income. On the opposite end of the spectrum, if you spend $500 on a direct mail campaign that results in no new lead generation, meetings, or activity-that was a poorly utilized $500, that not only put you out of pocket, but likely also had some time expense in your design and preparation. Always measure the results of your marketing efforts, to discover where your time and money is best spent, and it generates the highest returns to your business.
TIME BASED-The best marketing is relevant to today.
Be it a deal story, community event, or marketplace change that you are presenting, make sure that the marketing you are putting out has a time sensitive topic or call to action, triggering more of an immediate response.