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MIX
MARKETING IDEA EXCHANGE
2019 STRATEGIC
MARKETING GUIDE FOR
REAL ESTATE AGENTS
www.MarketingIdeaExchange.comABOUT MIX
MIX is a completely unique approach to marketing strategy that
helps businesses get better results for their marketing efforts, in
less time, while saving money.
As a member, you will collaborate with peers within as well as
outside of your industry to find out what's really working to grow
businesses like yours. You will have the opportunity to contribute MIX
MARKETING IDEA EXCHANGE
YOUR best ideas to our members AND promote your content on
our public blog!
Best of all, our exclusive members-only platform is moderated daily
and constantly loaded with "swipe files" full of examples of press
releases, flyers, promotions, and social media posts--all tested by
your peers and now ready for exclusive unlimited use in your
protected territory.
Sign up today to grab your invitation and lock out your local
competitors at www.marketingideaexchange.com. A part of the Synaptic Approach:
www.SynapticApproach.com/mixIN THIS GUIDE
The first step in marketing strategy is setting goals that are SMART: Specific,
Measurable, Attainable, Relevant, and Time-bound.
With clear goals in place, you can begin constructing the strategy to achieve
them. This guide will help! In it, you will find:
Strategy Considerations
The real estate industry faces many unique challenges and
opportunities. Here are the top three that you should consider as you
build your marketing strategy for 2019.
A Year of Promotions
A good marketing strategy requires careful planning. For real estate agents, tactics may differ
slightly depending on your market, area of expertise, and whether or not your strategic goals
are aimed at serving as a buyers agent, listings, or a blend. This short list offers just a fraction
of the seasonal opportunities that you should use as a springboard for planning the themes of
your specific marketing and messaging activities. Resist the temptation to follow every trend or
hashtag and stick with messaging that adheres to your strategic marketing goals.
A Comprehensive Marketing Approach
A strong marketing strategy blends organic efforts with paid ones. It also combines digital
and traditional tactics with PR and community-building efforts which are briefly described in
this section.
MIX is a Part of the Synaptic Approach:
www.SynapticApproach.com/mix01 EERHT P OT MARKETING STRATEGY CONSIDERATIONS INDUSTRY DISRUPTIONS: A client's search for a real estate agent is NOT the same as their search for a home. Real estate agents have grown accustomed to the importance of online listing sites for marketing their homes. Listings must include plenty of beautiful photographs and rich descriptions of the property. Indeed, there’s plenty of evidence to indicate prospects are hunting for their homes online. Research proves the opposite is true for finding an agent. A report by National Association of Realtors says, “While many buyers find the home they purchase online, very few find the agent they end up working with online.” In short, real estate agents must market themselves very differently from the way that they market their listings. This marketing must be focused on building relationships.
02
EERHT P OT
MARKETING STRATEGY CONSIDERATIONS
YOUR PERSONAL BRAND: Prospective sellers and buyers want to
work with an agent that will serve as a trusted, knowledgeable resource
throughout the entire process and have their best interests at heart.
Once they've partnered with you, it's important that you reassure them
that they've chosen the right agent to set the relationship off on a
positive track.
Prepare a client welcome kit that includes warm photos of you
interacting with others as well as client testimonials. This can be low-
tech, using PowerPoint or a similar program to create a simple PDF.
While your licenses, awards, and credentials should be included, focus
on sharing information that will proactively answer questions and
concerns that the client may have as they move through the upcoming
process and put their mind at ease, knowing they've made the right
choice by working with you. It will also provide them with the information
that they'll need in the future as they refer their neighbors and friends to
you!03
EERHT P OT
MARKETING STRATEGY CONSIDERATIONS
REFERRALS VS. LEADS: Lead generation technologies send clients
so many messages via email, social media, text, etc. that they're
beginning to ignore the noise and instead look for personal referrals for
agents that they can trust.
This year, shift your focus away from paid lead generation platforms and
instead work to position yourself as a trusted and knowledgeable
resource to a large network of individuals in your market who are not
only familiar with your niche and competencies but also know HOW to
easily refer business to you.
How do you stay front-of-mind without coming across as pushy? To
start, be sure that all of your messaging and branding comes from a
perspective of sincerely wanting to help. Whether it's providing
information that helps newcomers assimilate into your town, providing
sellers with hacks for generating the most interest in their house, or
helping a potential buyer understand current market conditions,
marketing that aims to help--rather than to sell--is always best.A YEAR OF PROMOTIONS
The possibilities are endless--here's a sampling of ideas to get your planning started!
Q1January - March Q2 April - June Q3 July - September Q4 October - December
If you haven't already, resolve to April is Financial Literacy Month Summertime is a great time to Use social media and email
build an email list. Send out email so it's a great time to partner with connect with school-aged families marketing to share helpful
messages on occasion that are local mortgage bankers to offer by sponsoring sports teams, information on how to winterize
focused on adding value, such as expert advice, even on local camps and activities. homes and prepare for the
seasonal and timely content and media, for people who are trying Summertime is also a great time to change of season.
market updates in order to remain to understand the ins-and-outs of capture some of the "flavor" of During the holidays, visit client
top-of-mind. home buying. your hometown that you can use homes and take a photo of their
In addition to the focus on fitness Ask closing clients if you can post to tell the story of your listing decorations. Print, frame, and
and weight loss, the beginning of a photo of them with their new properties beyond just the features wrap them to drop off on the
the year is a time when many home on your social media and specifications of the property. doorstep with an enclosed note
people focus on cleaning out channels and have them tag Build a great stockpile of locally- from you wishing them well (and
closets and purging their themselves along with a shot videos and photos that enclosing information that they'll
belongings. Partner with recommendation while the showcase your market area and need for referring their friends to
neighborhood charitable momentum is still high. Want can be used throughout the year. you!).
organizations to spread the word even MORE valuable content? Back to school: be sure to reach Collaborate with your local
about their donation drives. Ask clients to film a 5-second out to any of the families what Chamber of Commerce to put
Improve your social media game testimonial that you can share to you've worked within the past together a 'Year in Review' of
by using Instagram to post short your Instagram story! year who have school-aged business and community
live videos from your open Celebrate spring by partnering children to wish them luck in their highlights from the past year in
houses that showcase one with a local hardware store or new school! your market area that you can
feature of the house (not a sales contractor to host a DIY distribute in local media.
pitch for the property) and how birdhouse making workshop and
viewers might emulate it in their invite a local expert to weigh in
own home. on some of the birds that migrate
through your area.TRADITIONAL Traditional media like billboards, radio, and television still plays a part in generating interest for real estate professionals, alongside other "old school" tactics. Here are a few things to consider: CUSTOMER RETENTION IS THE CHEAPEST FORM OF MARKETING: Current clients should always be your first marketing consideration. Make sure that you've spent some time working on a referral reward program that you're able to consistently use to thank your clients for their loyalty and referrals. Even just publicly thanking the referral on your social media channel once the deal closes with the person they sent your way. MAKE SURE THAT YOU'RE ADVERTISING WHERE YOUR CUSTOMERS ARE: Never assume that your customers have the same media consumption habits that you do. Your community may have a newspaper with a high readership or a radio show that everyone seems to enjoy--do some research among your customers and instead of asking "how did you find out about us?" ask them "how do you get your local news?". NEVER OVERLOOK SMALL OPPORTUNITIES TO REMAIN FRONT-OF-MIND: Whether it's a local football field banner, sponsorship of a community event, or hosting a car wash for a sports team, make sure that you consider the places where your customers live, work, and play. Use consideration, however, when supporting organizations with religious or political affiliations. BILLBOARDS AND SIGNAGE ARE STILL IMPORTANT: Times are changing, but most people still spend a lot of time on the roads or in other situations where they aren't in front of a screen, so be sure that you explore outdoor advertising as part of your strategy as well as bus and taxi badging, grocery cart signs, etc.
COMMUNITY-
BUILDING
When businesses form mutually beneficial relationships with their
communities, everyone wins. These insights should help you frame a strategy
that will help you do well while doing good:
COMMUNITY PARTNERS: Charitable sponsorship is a great way to do the right thing while also
gaining visibility. It's important that you choose charity partners whose work aligns with your own.
Look for organizations that serve individuals whose personas are of particular interest to your
customers.
SET PARAMETERS: By institutionalizing a community support initiative in your business, you
position yourself as a leader in your neighborhood and set yourself apart from competitors who may
have a less organized approach. You also demonstrate a commitment to the community.
INVOLVE YOUR COLLEAGUES: When companies support their communities, workplace culture
can improve with increased employee involvement and a positive general attitude. This impacts
recruitment, retention, and productivity--all of which directly affect the bottom line of your business.
Employees can be outstanding brand ambassadors. Involve them and encourage them to talk
about the charitable work that your company does to support the community.DIGITAL
DO DON'T
SEPARATE PERSONAL FROM PROFESSIONAL TRADE LIKES FOR
You're probably focused on building relationships with the community.
But it is important to keep personal and professional personas separate RELEVANCE
on social media. This also helps ensure that your personal politics, For business, it's important to resist the temptation to post
humor, and viewpoints don't negatively impact your business reputation. controversial or shocking content just for the sake of gaining
attention. LIKES are worthless unless they convert into revenue-
generating relationships.
PRIORITIZE YOUR NETWORKS
It may be tempting to try every new social media platform that sprouts up,
but spreading yourself too thin can lead to inconsistency. To start,
ALIENATE YOUR FOLLOWERS
Social media is all about relationships, so be sure that you interact
consider focusing on Facebook and Instagram, where your customers are
with follower feedback, even if it's negative (it's best to briefly
likely to see your content and Linkedin for connecting with peers and
acknowledge negative comments and then take the conversation
colleagues.
offline by inviting the customer to contact you directly).
MAKE SURE YOUR Most of all, remember that social media is about engaging your
BUSINESS IS 'FINDABLE' stakeholders, not just about SELLING or posting listings.
Make sure that your shop shows up on search engines like Yahoo and Communicate with your followers and offer content that has VALUE
Google. Don't know where to start? At Synaptic, we recommend that you such as home winterization tips, energy savings, which upgrades add
check the health of your online business information with help from our the most value, etc.
free listings scan at our website to instantly see how your most critical
location data appears on Google, Yelp, Facebook and dozens more
maps, apps, search engines, and directories.GET STARTED NOW ON YOUR BEST YEAR YET! I CAN HELP YOU BRIDGE THE GAP BETWEEN YOUR POTENTIAL AND PERFORMANCE CYNDEE HARRISON 313-410-2343 CYNDEE@SYNAPTICAPPROACH.COM
LIKE SIMPLE,
STRAIGHTFORWARD
MARKETING?
YOU ARE GONNA LOVE THE MIX.
GUARANTEED.
LAUNCHES EARLY 2019
MIX is Part of the Synaptic Approach:
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