No matter what type of marketing you are doing, consistency is key. My biggest losses have been a result of not keeping with whatever strategy I was implementing at the time. I’ve done a handful of post card mail-outs that led to zero results. These were usually just-sold cards that I mailed to the neighborhood surrounding the recent sale. These were likely the only marketing materials I directed towards these people besides the possibility that they saw my sign.
One such example is the post card pictured above. I sent this after a listing on Milla Circle in Austin, Texas sold. I spent $55.71 to send this to 57 individuals. I minimized my costs buy only sending this to people who owned their home and bought it more than three years ago.
Last year, I also made an extensive marketing schedule. For each month, I determined specific marketing pieces that would go out to different groups: sphere of influence, past clients, my farm, etc. Unfortunately, my execution on this was mediocre at best. I definitely made sure to send HUDS and reminders about filing homestead exemptions to past clients, but I didn’t execute many of the mailers I had planned to. Also, as you can see from my 2017 Marketing schedule, I did not track my results.
An easy marketing strategy that has had favorable results in my business has been posting listings to craigslist. I post my own listings to craigslist (with owner’s permission), and make sure to renew the postings often. I also will post other agent’s listings with their permission. I have obtained at least 5 clients this year from this free strategy.
Although I have zero tangible results from this marketing method, I still count it as a win. Developing guides to local attractions and subject matters relevant to my community is a way to add value. These guides cost approximately 23 cents per copy for printing. I have distributed these types of publication at public places that are relevant to the content. For example, I thumbtacked the Ultimate guide to the Barton Creek Greenbelt at one of the entrances to the trail.
In 2018, I plan to tackle my marketing schedule again. This time, I’m putting dates for preparation and execution of each marketing item in my chart. I plan to also put all these dates in my calendar with reminders so that I actually execute all of the items! This one is still a work in progress, but here is my 2018 marketing chart so far.
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