Why You Need A Marketing Plan

Real Estate Agent with Online Real Estate Agent Training

Why do you need a marketing plan?

Picture this.  You have four transactions going at one time.  Business couldn't be better.

A month later, those transactions have closed and now you realize you don't have anything in the pipeline.


Because you stopped telling people why they should work with you or refer business to you.

It's hard to be creative when you are trying to get 4 or 5 transactions to settlement in the course of a month.

Once you skip one month, it's easier to skip a second month and before you know it, you haven't done any marketing for six months.

Don't Expect People to Remember You

That's why you need a marketing plan.

When you get busy, the first thing to fall by the wayside is your marketing.  You think people will remember that you're a Realtor...they won't.

It's your job to remind them.

When you plan for the entire year frees up your brain for attacking money making activities.

Having a plan in place gives you one less thing to think about when you're busy.

Getting Started

To start writing you plan the first thing you'll need to do is update and organize your contacts.  It's a painful job, but you have to do it...sorry.

Every contact on your list should be complete.  That means physical address, email address and phone number.

If you don't have all of this information it makes for a great reason to contact them.

Once your list is complete, divide your Sphere of Influence into 3 categories.

  • "A" contacts are people who love you and consistently send you business.  This will be your smallest group.
  • "B" contacts are those who sometimes send you business.
  • "C" contacts are people who may send you business if you keep reminding them.

Now take a look at the marketing activities you did in the previous year.  What worked?  What didn't work?


Dump what didn't work.

Sounds obvious, but Realtors tend to do the same activities over and over without looking at the results.  If you don't do anything else, stop spending time, money and energy on marketing activities that don't produce results.

When considering what to give, make sure it's useful and has meaning to the recipient.

Activities To Do

Here's a list of fun or useful items to give your SOI.

  • Neighborhood CMA
  • Birthday Card
  • Houseaversary Card
  • Holiday Card
  • Pumpkins
  • Gift Cards
  • Plants/Seeds
  • Candy
  • School Supplies
  • Food

Determine how much you want to spend each month on your marketing activities, then write in what you will be giving each month and who will receive it.

But Wait, There's More

But this is one piece of your marketing plan.  You also need to figure out if you will do:

  • Newsletter
  • Direct Mail
  • Print Advertising
  • Transit Advertising
  • Networking Events
  • Social Media
  • Open Houses
  • Handwritten Notes

Whatever you decide to do, include it in your marketing plan.

If you choose "Open Houses", how many will you hold each month?  If you choose "Print Advertising", what size ad will you run and how often?

Having a written marketing plan will help you be more organized, consistent and get more business.


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  • Have you struggled turning contacts into clients?
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Inman News named Candy Miles-Crocker as one of the Top 25 Real Estate coaches in 2016.

Candy,  “The Real-Life Realtor”, coaches, mentors and trains new and experienced real estate agents to transform their business by mastering her proven systems for success.

She is a firm believer in managing expectations.

Her goal is to elevate the perception of real estate agents among the general public through education so every client has an amazing real estate experience.

Candy’s unique training methods have shown agents what it takes to be successful!

Learn more about her training program at www.RLRETraining.com or send her an email at Candy@RLRETraining.com.

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Posted by

Candy Miles-Crocker

Real-Life Real Estate Training


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Show All Comments
Barbara Todaro
RE/MAX Executive Realty - Retired - Franklin, MA
Previously Affiliated with The Todaro Team

Good morning, Candy Miles-Crocker we're listing agents and to maintain a full pipeline of listings in a sellers' market means consistent marketing and not missing a beat...."market like you mean it"....

Dec 14, 2017 07:04 AM #1
Harry Norman, REALTORS® - Atlanta, GA
Associate Broker

Good morning Candy Miles-Crocker 

Thank you for sharing your information with us at Active Rain.

Have a great day 12/14/2017. 

Dec 14, 2017 07:04 AM #2
Bob Betel
Allstar Home Mortgage, Inc. - Sweetwater, TN
President, Allstar Home Mortgage, Inc

Good information to have. My therory is that if you are good at what you do, and give outstanding service, they will remember you

Dec 14, 2017 07:07 AM #3
Nathan Gesner
American West Realty and Management - Cody, WY
Broker / Property Manager

There's a lot of good information that agents can put into action. Thanks for sharing!

Dec 14, 2017 07:45 AM #4
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Candy Miles-Crocker

Realtor - Real-Life Real Estate Training
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