What the #@!! is a Campaign

Education & Training

Over the past few weeks my world has revolved around agent marketing.  Learning, dissecting, preparing, and presenting marketing templates and campaigns.  How to use them.  How to create them.  How to be effective with them. 


You know what my biggest challenge was??? Agents don't know what a campaign is.




And, no wonder, since the most common use of the word revolves around miliatry or battle use.  And, as with everything miliatary, it's a strategy game.  Right.  So why wouldn't this apply to your business? 



Your clients are not the enemy:


However, it takes strategy to win a listing.  


It takes strategy to be successful.


It takes strategy to grow your business.



Friends, I don't want you to miss out.  So let me give you the answer.

- A real estate campaign is desgned to engage your leads and get them talking, emailing and in general communicating with you.  These campaigns are set up in advance by you or us (if you are using a pre-built campagn).  They can be email, print or some combination of the two.  Click here to find out more.  They can combine differnt types of content or can focus in on your niche market.


If you are wondering if you 'should' be using a campaign???? The answer is yes.  


This week I had the pleasure of talking with Kathy Ambro, a newer agent whose team has been able to increase the number of contacts turning into clients with a centralized campaign strategy.  She was kind enough to share their strategy with us on the call.  I hope you have a chance to listen to this fantastic call because I can't do it justice in writing. 



So, my question to you is...

1. Do you know what a Real Estate Campaign is?

2. Are Real Estate Campaigns a part of your current strategy?  If no, then why not?

Posted by


Training and Instructional Designer






Comments (40)

Nick Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtor, Philly Main Line

Unfortunately, most agents are not business people, no one here on AR of course, because they all use AR as their blogging campaign. As they are not business poeple they don't have any plans laid out to build their business. Therefore they don't have a campaign built into the plan.

Aug 15, 2014 12:44 AM
Ed Silva
Mapleridge Realty, CT 203-206-0754 - Waterbury, CT
Central CT Real Estate Broker Serving all equally

Focused repetition, and consistency, over and over to allow the message to be created and absorbed leads to a successful campaign

Aug 15, 2014 02:17 AM
Greg Mona
West USA Realty - Scottsdale, AZ
Professional Real Estate Representation for YOU!

Aly - I/we do believe in campaigns and have used them effectively over the years.  It takes patience and consistency, but they do work!

Aug 15, 2014 02:24 AM
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

Good subject well presented and the comments are decent too...thank you

Aug 15, 2014 02:24 AM
Alyson Engelbrecht
Bellevue, WA

Sybil - So glad you enjoyed the post.  Thanks for reading!

Joan - Your Greenhouse contact manager has a slew of campaigns available for use and customization.  A successful campagin is one that is able to target the demographic of the consumer.  By doing that you are able to provide 'relavent content that is distributed in such a way that it is digestable'.  Kathy's 23 step campaign works os well because it is a 'demographic fishing campaign'.  The goal of her campaign is to find out what is important to the contact so she can move them into a campaign targeted to their demographic.

Evelyn - I think it goes beyond telling the same story and is more about creating material that speaks to the clients situation and demographic.

Laura - Great explaination!  I talk about campaigns in those same terms.

Aug 15, 2014 03:25 AM
Alyson Engelbrecht
Bellevue, WA

Praful - Excellent, consider customizing your 33 touch.  That was where Kathy's 23 step camapgin started.

Richard - That's great!  I hope you are getting the opportunity to put your spin on things :)

Wayne & Jean Marie - Great job guys!  It's so important for campaigns to 'feel real'.

Chris - Yeay!!! thanks for reading and listening.

Gita - Your welcome.  Happy campaigning.

Aug 15, 2014 03:32 AM
Alyson Engelbrecht
Bellevue, WA

Amanda & Jared - Wow, I hope you didn't give up on all that hard work.  Getting a few closings from a campaign sounds like a win, win, win.  Since the heavy work is done you may consider running some maintence work on your campaign to ensure that it's resonating with today's market and consumers.

Fred - Your welcome.  Thanks for reading and watching.

Alexa - I agree.  Campaigns work for you while you are out closing deals.

Clay - Thanks!

Andrew - Tee it up with a campaign so you can take the shot in person to get the listing or sell the home. :)

Robin - Thanks for reading and joining the discussion!

Aug 15, 2014 03:43 AM
Alyson Engelbrecht
Bellevue, WA

Nick & Trudy - It's sad that campaigns are even more important to new agents or those who aren't 'business people' because of how inexpensive they can be to run and how well they keep your sphere connected with your business.

Ed - I agree, and don't forget targeted, relavent content :)

Greg - congrats - i totally agree

Richie - Thanks for reading and joining the conversation.

Aug 15, 2014 03:53 AM
Bill Reddington
Re/max By The Sea - Destin, FL
Destin Florida Real Estate

I call them action plans you call them campaigns. The results are the same hopefully. Make the phoe ring. I love select all and send.

Aug 15, 2014 04:46 AM
Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

I've used campaigns for years to engage leads and prospects. Done right, they work--it just takes a while with some people.


Aug 15, 2014 07:37 AM
Alyson Engelbrecht
Bellevue, WA

Well said Nina! :)

Aug 15, 2014 08:10 AM
Alyson Engelbrecht
Bellevue, WA

Bill - hmmm... good point.  When I hear 'action plan' to me that is a series of activities that you have to complete at a set time, where as to me a campaign is a group of emails or print pieces you create in advance and trigger them as a cascading series.  As long as it is something that you can 'set and forget', call it what ever you want and take kudos for closed business.  Congrats!

Aug 15, 2014 08:20 AM
Ann Zieve
Keller Williams Success Realty - Eden, UT
Unmatched Ownership Experience

Aly- We've been doing it for years. Thanks to Market Leader and Thanks to you!

Aug 15, 2014 08:32 AM
Alyson Engelbrecht
Bellevue, WA

Ann - We love you too!  I'm so glad we have had the opportunty to help you grow your business.

Aug 15, 2014 08:39 AM
Pamela Madore
The Pamela Madore Group - Amarillo, TX
Team Work Makes The Dream Work

Really big believer in campaigns.  Just don't let them make you lazy!

Aug 15, 2014 10:53 AM
Les & Sarah Oswald
Realty One Group - Eastvale, CA
Broker, Realtor and Investor

Market campaign equates to leads which in turn brings us business.

This is an essential component to our continued business success.

Congratulations on your feature blog.

Aug 15, 2014 11:48 PM
Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

Great Post.  Thanks for sharing.  I agree that a good campaign is essential to our business.  Consistency and simplicity are key ingredients to success.

Aug 16, 2014 03:53 AM
Claude Labbe
RLAH / @properties - Washington, DC
Realty for Your Busy Life

If the agent doesn't know what a campaign is, I must start wondering....is the agent a newbie? Hopefully that's the excuse.

Aug 18, 2014 02:42 PM
davix davir

thanks for this info

Aug 28, 2014 09:39 PM

Thanks for sharing this information.these are helpful for me.

Nov 03, 2014 03:45 PM