Consistent Clients – Real Estate Marketing

Most agents have a marketing plan of some sort that they share with prospective sellers, but does it convey all the value you offer as an agent? The kind of information that is included in your marketing plan, as well as how you present it, can say a lot about you.

I recommend to the agents I coach that they don’t just put it in writing, but put as much care into the presentation and design of it as they would a flyer or newsletter. Just the fact that you take the time to do that shows sellers that this is an important piece to you, and you take the marketing of their property very seriously.

Then, no matter what other information you choose to include, I recommend you include the following 2 items:

Your standards for communication - That is one of the most common complaints that people make about their agent – “I never heard from them, and had no idea what was going on with my property.” So write that into your marketing plan. How do you communicate, and how often? What can they expect from you? Will you follow up once a week by phone, regardless of whether there was activity or not? Or, will you email them regularly, but only call if feedback or answers are needed from them? Every client (and agent) is different, so whatever way you work is okay, but with that written into your marketing plan, you’ll usually attract clients that are better fitted to you. So if you make phone calls every week, but they’re really busy and don’t want that much contact, it’s not a good fit, and you’ll know that from the start.

Your standards for accountability – different agents have different ways of marketing a property, so it can be confusing on the sellers end if they’re not even sure what you’re doing for them. By providing them a list of most of the precise tasks you’ll be doing in order to sell their property (open house, posting their listing on certain websites, etc.), they can see the impressive amount of work you’ll be doing on their behalf and feel confident in their choice of you as their agent. Plus, it often means that less follow-up is required on your part, since they can often see a lot of the work being done. So it can save you time, while improving the client experience.

Finally, think about updating the plan every 30 days or so, and sending it to them. This allows you the flexibility to adjust the plan if needed. Plus, you can include past items as completed, crossed off or with a checkmark, to remind them of the work that’s already been done. This helps cement their confidence in you during the process, even if the property hasn’t sold yet.

You work hard for your clients, and adding these items to your marketing plan helps to show them that! Plus, it makes it easy to set them up for referrals, because they’ll know exactly what their friends and family can expect while working with you.