With the holiday behind me it's now time to nail down my 2011 Marketing Plan. As I always say, success doesn't just happen...you have to plan for it. So now I have approximately three weeks to get my plan in writing so that when the new year comes I can hit the ground running.
The first thing on my agenda is to clean up my contact list. Now I have to admit this is probably the one thing I really don't look forward to doing. As Realtors we tend to collect people...and over time, the list of people can get out of hand and difficult to manage well. So I do an annual review of my contact list to see who stays and who goes. I call those who remain on the list my "fan club". I then place each one of the "fan club" members into a category...A, B or C. The "A" group are those people who have sent me lots of business in the past and I want stay in close contact with them throughout the year. The "B" group consists of those who have sent some business, while the "C" group hasn't sent much, if any business but I still see them as a valuable resource.
After the list has been categorized it's time to see who gets what throughout the year. My goal is to send targeted items to my "fan club" members throughout the year. For instance, in January, I send everyone a "Happy New Year's" card. But in September, I only send items to those who have school age children...usually a back-to-school supply kit. I can do this because it's typically only about 4-6 people. By targeting my marketing I can get creative and give an item that is meaningful to each individual.
All of this is put into a monthly spreadsheet with the "fan club" member's address so when it comes time to do the mailing I have all of the information I need right in front of me. I found that it's much too easy to let a month slip by because I got busy and didn't have time to do my marketing...and in real estate, that's a big mistake! By having everything together in one place, it makes it easy for me to keep my name in front of the people who are the source of my income.
What's your plan for success in 2011?
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