An Anemic Marketing Budget Becomes Healthy With Consistent Marketing!!

Services for Real Estate Pros with RE/MAX Executive Realty - Happily Retired 104763



One of the greatest challenges for a newly licensed agent is designing a marketing program that will and can be satisfied by an “anemic budget.”  We were all there at one time.  We all started from step one and learned how to progress upward.  It’s challenging, but persistence makes it happen!!

Direct mail marketing is my method of choice for offline marketing, but I also do full page ads in a local newspaper in three towns.  Direct mail marketing is accomplished every month and it consists of approximately 10,000 postcards/month.  That costs me a “chunk of change!”  My return ranges from a low of tripling that figure to over 5 fold from it every month.  I work only on referral fees of 20%.  Lorraine is making “big bucks” from my offline marketing and her ability to work like a machine.  I like the machine type agents!!!

Getting off the blocks with print advertising, whether it’s in the form of letters or postcards, will start small.  If one mails 100 items and makes that number grow with every closing, the results will improve.  I started with 20 postcards in 1978.  I called it 5-5-10.  I’d mail to 5 on each side of a new listing and 10 across the street.

If one consistently markets every month, and that marketing is complemented with online marketing, it will result in a one way ticket to the top.  The more transactions one closes with sign riders screaming out messages that complement the mailing; with blog posts that reflect the content of the mailing; with networking to introduce the “real you” to groups of people; you can’t help but soar. 

If your forte is not writing, hire the services of a copywriter to prepare letters for you.  I recently hired Marte Cliff to prepare a new version of a personal brochure for the team.  She made life easy for me.  I really appreciate something being made “easy.” 

Print marketing is very important to your marketing plan.  Not every potential client is online, but they all read.  People still appreciate the tangible item they can put in a safe place until needed.  That’s what happens with many of our postcards.  We’ve been told.  Make this a day when marketing counts for you.  Market like you mean it!!!

Posted by



Barbara Todaro, Great Grandmother to Caleb, Santino, Aiden and Gianni       

Todaro Team - Retired



             Copyright © 2009 - 2021 Barbara Todaro

                               All Rights Reserved


Comments (23)

Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Good morning Barbara,

Everyone agent should create their own marketing plan and consistently market. You are so like you mean it!! Consistently is the can not afford to stop..keeping your name out their is so is important. As Alexandra says you want to have "Mind share" which will translate into market share!!

Apr 11, 2014 10:24 PM
Ginny Gorman
RI Real Estate Services ~ 401-529-7849~ RI Waterfront Real Estate - North Kingstown, RI
Homes for Sale in Southern RI and beyond

Barbara, I for one try to emulate you and do my certainly has helped me get higher end listings lately! ...oh maybe it is that luxury car

Apr 11, 2014 10:42 PM
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Hi Barbara - your last line is a definite keeper:  Market Like You Mean It

Apr 11, 2014 11:18 PM
John G. Johnston
John G. Johnston & Associates, LLC - Westcliffe, CO
An Exclusive Buyer's Agent ~ Westcliffe, CO

Barbara  Your check is in the mail.  Your continuing education you provide us is invaluable!  Marte did my bio for me last year and I can't say enough about her talents.  Thanks for all you do.

Apr 11, 2014 11:19 PM
Joan Cox
House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

Barbara, it is tough for new agents to do a lot of postcard mailings, but have seen many now door knocking to obtain listings.

Apr 11, 2014 11:21 PM
Will Hamm
Hamm Homes - Aurora, CO
"Where There's a Will, There's a Way!"

Hello Barbara,  You are a marketing guru, I do lots of direst mailing to farm area, rentals, expires. 

Apr 12, 2014 01:40 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Barbara - Those mailings can and do hang around. About 2 years after I left real estate sales to focus on writing, I got a phone call asking if I could help with the sale of a lot at Priest Lake.

A gentleman was cleaning out his deceased father's papers and came across a letter from me that the man had saved for future reference.

I expect your postcards are hanging out in LOTS of boxes all over the Franklin area.

Apr 12, 2014 01:47 AM
marti garaughty - Montreal, QC
a highly caffeinated creative type...

garaughty, abstract art, graphic design, WordPress consultant

Apr 12, 2014 01:50 AM
Kathy Sheehan
Bay Equity, LLC 770-634-4021 - Atlanta, GA
Senior Loan Officer

Barbara, this is really great advice.  I like your new photograph too!!

Apr 12, 2014 01:52 AM
Barbara Todaro
RE/MAX Executive Realty - Happily Retired - Franklin, MA
Previously Affiliated with The Todaro Team

Thank you, everyone, for reading this post and leaving your comments... and thanks so much, Marti for your feature on "the art of marketing you".... I hope this helps agents who have no idea where to start with marketing.... everyone was new at one point and not many started with "deep pockets"....but if you want to end with them, you'll focus on marketing and NOT STOP UNTIL YOU'RE DONE WITH THE REAL ESTATE BUSINESS!!!

Apr 12, 2014 02:46 AM
Women of Westchester Working Together
Women of Westchester Working Together - West Harrison, NY
Women helping Women get ahead

Yes, it's important to have a mktg plan that meets your objectives.  If you are limited in funding, try a pay as you go/reinvest strategy to build up.

Apr 12, 2014 03:36 AM
Pat McCormick
Long and Foster Manassas - Manassas, VA

Barbara - Great advice!  A good portion of my marketing budget goes to direct mailings, and I plan to increase the number of mailings as my business grows.


Apr 12, 2014 04:21 AM
Barbara Todaro
RE/MAX Executive Realty - Happily Retired - Franklin, MA
Previously Affiliated with The Todaro Team

If one wants to "take the edge off the cost" of postcard mailing, invite a mortgage broker to participate and give them a section of the backside of the card.... or a home company.... cleaning service.... window washer.... one could increase the number of cards and pay a very small percentage....but get big mileage from that move!!!!

Apr 12, 2014 05:17 AM
Kathy Streib
Cypress, TX
Home Stager/Redesign

BarbaraT- I know just one thing... if I were going to begin marketing my real estate business, and in particular incorporate print, I would turn to you!

Apr 12, 2014 09:56 AM
Margaret Rome Baltimore 410-530-2400
HomeRome Realty 410-530-2400 - Pikesville, MD
Sell Your Home With Margaret Rome

Anything you write about marketing is a gem. Glad to see that you and Marte are doing some work together.

Apr 12, 2014 01:49 PM
Tammie White, Broker
Franklin Homes Realty LLC - Franklin, TN
Franklin TN Homes for Sale

Barbara, I had no marketing budget in the first year. That's how I ended up working with buyers. Buyers don't care if you have a marketing budget. Now, the bulk of my marketing dollars are spent online.

Apr 12, 2014 02:51 PM
Gary L. Waters Broker Associate, Bucci Realty
Bucci Realty, Inc. - Melbourne, FL
Eighteen Years Experience in Brevard County

I throw away postcards without giving them a serious look. Am I different than most?

Apr 12, 2014 09:52 PM
Barbara Todaro
RE/MAX Executive Realty - Happily Retired - Franklin, MA
Previously Affiliated with The Todaro Team

Gary.... yes...I guess you might be.... I've made a not too shabby living on postcards!!!  oh wait, I'm still doing that, and now I don't have to do the work of going on appointments..... not everyone will call to's a numbers game... the larger the database, the greater the return....

Apr 12, 2014 10:28 PM
Evelyn Johnston
Friends & Neighbors Real Estate - Elkhart, IN
The People You Know, Like and Trust!

Oh Barbara, you do make my heart flutter! I have been mailing for about 3 years and sometimes I wonder why I still do it and then I start counting the transactions that I have gotten and it all feels better!

Apr 14, 2014 01:35 PM
Era- Shonté

This is good information. I'm trying very hard to find some way to market on an "anemic budget". I like the starting small. It doesn't feel as overwhelming.

Dec 01, 2014 06:34 AM