According to the NAR 2017 Profile of Home Buyers and Sellers, 89% of home buyers and 85% of home sellers said they would at least “probably use their agent again” or “recommend them to others.” And yet, few followed through: only 12% of home buyers and 23% of home sellers used an agent they had worked with in the past to buy or sell a home.
Moreover, the typical seller has recommended their agent twice since selling their home. A full one-third of them have even recommended their agent three or more times! But has your business doubled or tripled? If your clients are making all these referrals, why aren’t people reaching out to you left and right?
Why are we losing all this sphere-of-influence business?
The simple answer is because we’re not doing a good enough job of showing our value. Many agents think that providing a good service once is all they need to earn repeat and referral business, but the truth is, it’s not even close to enough. Massive companies likeCoca-Cola still spend massive sums on advertising... even though its product is so well known that an entire region of the U.S. uses the moniker “Coke” to refer to soda in general!
Let’s think about this in terms of real estate. The latest studies tell us it might take up to ten years before a client is ready to buy or sell their home again… can you really say that you’re staying in contact with your past clients consistently over that time?
And for referrals: a Consumer Insights Survey by Google said that 2 in 3 real estate searchers researched prospective agents online prior to working with them… when your client referred you to their friend or family member, and that person looked you up online, was what they found good enough to convince them to reach out? Statistically speaking, probably not.
While we certainly don’t need a marketing engine on par with the big brands like Coca-Cola, we do need to consistently and constantly demonstrate our character and competence. This is called “omnipresent marketing,” and it’s a fancy way of saying “staying top of mind.”
This campaign is an easy, practically done-for-you way to stay top of mind with your database. Executed successfully, it will keep you in touch with your sphere and give them the tools they need to refer you.
5-Step Marketing Campaign: How to Use the “Monthly Value Program”
In simplest terms, theMonthly Value Program campaign works like this: You choose a topic that would be interesting and engaging for your network. You create pieces of value around that topic, and get it in front of your network through a variety of channels:
- Publish useful real estate info using a blog or website
- Send the info to people you know (and have an email address for)
- Share a 1-minute video (post on FB and promote for $1 a Day)
- Post info on social media (FB, Instagram, LinkedIn Pinterest, etc.)
- Individual messaging follow-up using messaging apps (like FB Messenger)
The campaign process ends up looking something like this:
Check out the example of our Calendar below:
Example Theme for February
Each month, you should create campaigns around a theme that would pique the interest of anyone thinking about real estate.
We provide these monthly campaigns as part of our Marketing Club Membership, and our theme for February covered Home Equity.
More specifically, it talks about how to understand your homes equity, how to grow your homes equity, and using your homes equity.
Check out an excerpt of the February Blog Post below:
Homeownership offers many advantages over renting, including a stable living environment, predictable monthly payments, and the freedom to make modifications. Neighborhoods with high rates of homeownership have less crime and more civic engagement. Additionally, studies show that homeowners are happier and healthier than renters, and their children do better in school.
But one of the biggest perks of homeownership is the opportunity to build wealth over time. Researchers at the Urban Institute found that homeownership is financially beneficial for most families,2 and a recent study showed that the median net worth of homeowners can be up to 80 times greater than that of renters in some areas.
So how does purchasing a home help you build wealth? And what steps should you take to maximize the potential of your investment? Find out how to harness the power of home equity for a secure financial future.
One of the most powerful aspects of these campaigns is their flexibility. Using the collateral we suggested earlier, you can do almost anything you can imagine to reach your customers where they are!
For Marketing Club members, we provide a list of variations you can take with the various campaign components, making it easier for you to find the best one that works with your own database.
Set up your Calendar to remind you each month when a new campaign is available. Then set up reminders on each of the day’s you’re supposed to implement part of the campaign. This will prevent you from forgetting and falling behind, and it will also remind you to stay consistent!
The more consistent you are with following through on the implementation, the better and more positive results you’ll get!
Don’t be afraid to add some videos when implementing the campaign! Videos are great for Facebook and Instagram, and even short videos can be fun and informative to add to emails or text messages when reaching out to your database.
Try and record a quick 60-second recap of your blog post each month to add to Instagram or Facebook (with a link to your blog).
Where to Get the February Marketing Campaign (Plus new campaigns, every month!)
You can get the featured campaign and more by joining our Marketing Club!
Each month we release a new marketing campaign to members of our Marketing Club. We call it our “Monthly Value Program” or “MVP”.
Each MVP contains all the marketing you need for the month done for you, including:
- A Blog Post on a topic of relevance to anyone interested in real estate
- A professionally-designed, customizable Report on the same topic
- Powerpoint version
- Keynote version
- PDF version
- A LinkedIn Post, which is a condensed version of the blog post
- Also has instructions for publishing a post to LinkedIn
- A Marketing Calendar of activities to ensure you implement the campaign fully
- A Social Media Image for you to use on Facebook or in your blog post
- 2 Facebook post examples, a video prompt, and 2 different image options
- An Instagram Image
- A Pinterest Image
- A LinkedIn Image
- A Support File, which contains
- The Cover Email Template
- The Phone Script
- The copy for the Social Media Posts
The Marketing Club is $67/month, but for a limited time we’re offering a two week FREE trial!
Join The Marketing Club -
2 Week FREE Trial
Try the Club out for two weeks, and you’ll get the entire February campaign that we went over in this blog, including the support file with all the information you’ll need to help you implement, a training library full of real estate technology training, and a ton more... (like a website for your blog post, access to Members-Only training every 1st and 3rd Wednesday, priority support, and even more we can’t fit in this blog post!)
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