When you are creating your marketing strategy for your audience, whether it be through lead generation or your database you must approach both methodically, so you get your message to the right audience and that message triggers them to take action.
This is a topic that I have been teaching and helping our clients implement and manage for over 30 years and when you put it into play and stay with it by making that commitment you will see a huge ROI. Ask anyone, in any type of business that treats their lead generation and their database (those you have or are currently working with) will say this system works.
Your goal with your marketing strategy should be to meet new people every day through some type of touch. This could be:
- Someone you meet in line at the grocery store, coffee shop, an event, your kids swimming lessons. It’s all about starting a conversation.
- Those you have met, meaning, you do business with them already, helped a client sell or buy property, in a community organization with you, etc.
If you are just starting out as a real estate agent, you must make this a priority. Who do you know – reach out to them and share what you are doing, share some local information with them about the market and ask them for a referral. Then follow-up with them by sending a thank you note in the mail.
Why are you thanking them? For their time, their referral, etc.
In that thank you add a couple of business cards and maybe a local coffee shop gift card, restaurant gift card, etc. This of course depends on your budget, so when you sit down to map out your strategy think about the budget you have to put into marketing.
A phone call is free.
An Email is free.
A text is free.
Connecting on social media is free.
Mailing a thank you is priceless, but a little investment will go a long way, if done right. Your costs will be:
- Postage
- Purchasing thank you cards.
- Time and effort to write the note, address and mail it.
Consider a gift of some type – if it’s in the budget. The recipient is not expecting a gift card, so maybe map out who gets this. But maybe you have a promotional item you can send…a Magnet, Calendar, Note pads, etc.
One good way to advertise is to have shirts made with your branding and wear them everywhere. Maybe baseball caps, jackets, anything you will use to promote yourself and possibly hand out to those who will use it.
Now, if you’re that agent who has lost touch with your past clients, business partners, etc then what a great time to implement this strategy.
- Start off with a script.
- Reason for the call.
- Share you have a newsletter and what type of content is in it.
- Ask if they would like a CMA.
- Tell them you are updating your database and you notice you don’t have their birthday.
- Confirm their email.
I recommend you write out your script or at least have bullet points on what to say and ask, so you don’t get distracted.
Make sure to follow up with your database. Maybe not everyone on your database, but business associates and past client relationships you want to continue to nurture. Be sure to follow them on social media. And don’t just follow them, but actively engage with them and comment on some of their posts.
Keep in mind that when you are establishing or refreshing your database you need to make it a priority to constantly feed it.
Now, let’s discuss your method of contact.
The system I have taught for years with our clients is the one that is called the 8×8, 33 and 12 Touch System. Gary Keller, Owner of Keller Williams Realty put this system together and you can learn more about it in his book The Millionaire Real Estate Agent. This book should be on every agents MUST READ list! It is full of great information. You can pick up a copy at https://amzn.to/3nbXZVN.
I am constantly tweaking this system based on what I see works and new trends for my clients and what doesn’t.
Let’s first talk about future clients that are out there waiting to meet YOU!
- Farm Areas
- Neighborhood
- Organizations
- Community
This is a database that is always unlimited. So, how are you going to find these prospective clients? Call your title company and ask if they can pull the database for you on a specific farm area or neighborhood you want to work with.
Once you have this database then look at the MLS to spot check the stats for that neighborhood or farm and then niche it down.
Who do you want to work with?
- Size of home – SF
- Bedrooms
- Baths
- Price range
- Length of time in the home
You can make your niche anything you want, and this is where you can really hone in your marketing skills and the message you want them to receive.
Next you will want to create a postcard campaign for sellers with each postcard offering a different message. I have created a seller postcard campaign for this podcast that you can pick up, customize and send off to the printer at the snap of your fingers.
I have created these postcards to get you going, so no procrastinating, I’ll put a link in the show notes for you, if you’re interested. They are delivered through Canva. If you don’t have an account, you can get a FREE Canva account.
You want to also keep track of how your system is working for you so you can tweak it as you move along. How you manage it is up to you, but we find using a simple Google Doc works for our clients.
If you don’t already have a Gmail account jump over to Gmail to create an account now and take advantage of all the free tools they offer.
For those in your database – these are people you have met. Vendors, agents, past clients, leads you have a relationship with and a special group for those that refer you.
This group would receive your monthly newsletter, birthday cards, holiday card, invites to client events, informative emails, market stats, phone calls, pop-bys and anything else you feel will nurture the relationship.
I am not a believer of everyone goes into your database. They have to earn a spot which means you must have met them in some way. Call, text, social media, past client, vendor, agent, etc.
Create your System – remember there are 3:
The 6×6 Touch System
The 33 Touch System
The 12 Touch System
Each system will take some effort to create and implement but once you have this out of the way then managing it should be easy, but you have to have a system in place, and you have to stay organized and focused. If not, then you need to get some help in making sure all your efforts are not lost.
Let’s dive a little deeper into each System.
6×6 Touch System – These are the individuals you have relationships with – people you have met or know. Every person you encounter becomes a part of the 6×6 system. When you first meet someone, you want to make a good impression and if you feel the relationship is worth nurturing then you would first put them on this system. You want to be the first person they think of when it comes to real estate, so by cementing the relationship with this system you are putting yourself in a very powerful position.
An 6×6 could look something like this…
One item of value each week:
- Send a text or email with your contact information.
- A link to a download item of value.
- Connect with them on social media and post something on their profile.
- Mail a notecard “Nice to meet you.”
- Marketing package.
- Email your newsletter.
- Email Market Stats
- Recipe Postcard – believe it or not this is an attention getter!
Get creative with your 6×6. This will make a lasting impression.
33 Touch System – This is your prospecting system that ensures year-round contact with those you know or have met.
- 4 calls a year.
- Email funnel based on relationship.
- Newsletter – Don’t just send your brokerage/franchise newsletter. Have fun with it. Get creative, get connected.
- Weekend events
- Blog – if your blogging weekly this would be 52 touches, so I recommend sending a monthly email with a list of the blogs per month and then link to that blog.
- Just sold announcement.
- Just listed announcement.
- Text every 2 months with something of value.
12 Touch System – This is your direct mailing system for those you have not met. Remember, this is your farm, neighborhoods, any type of demographics you create.
Here is a quick look at what this looks like:
- Get detailed on the database you are going to start nurturing.
- Scrub the database based on your niche.
- How will you mail this out?
- Create your content for each card – 12 total (1 per month)
- Organize your branding.
- Design the postcard.
- Find and add graphics.
As I mentioned, I want you to focus on getting listings so this message should target sellers. This is where the seller campaign we have created for you comes into play, so check it out at the link below. If you want to target an apartment complex, those renting, then you will want to create a postcard campaign that attracts buyers.
The goal is to get you to hyper-focus on your marketing techniques and then get consistent.
Consistency is the key to developing a relationship with the client, so start now by creating these systems. If you need help in creating, implementing and/or managing your systems, please reach out to me and let’s see if we can help you. Schedule a call with me by going to TalkWithKimHughes.com.
Let’s recap:
- You need to get your CRM system set up.
- Organize your database into categories – go to Episode 3 – 7 Tips for Organizing Your Database in this podcast to learn more about how to do this.
- Section your database off into groups
- Create your strategy and system for 6×6, 33 and 12 touch system.
- Create your marketing materials – Newsletter, Emails, Scripts for the calls, direct mail pieces.
- Implement the system.
- Manage the system.
Thank you for being here today. I hope you found valuable insights to apply to your business and are excited to put them into practice. The rewards will be phenomenal!
As a special bonus, I have created a checklist for you to use when setting up your systems. You can download a copy under the episode resources below.
EPISODE RESOURCES:
