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Marketing Matters- Learning From What Works and What Doesn’t

By
Real Estate Broker/Owner with E-Rae Realty 651873

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.

just sold card milla circle austin texas

 

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.

 

marketing plan 2017

 

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. 

406 Arbor Ln Austin, TX 78745 craigslist listing 

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.

 

ultimate guide to the barton creek greenbelt pg 1 ultimate guide to the barton creek greenbelt pg 2ultimate guide to the barton creek greenbelt pg 3

 

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.

 

marketing 2018

 

 

Posted by
Erika Rae Albert 
Broker, Realtor®, GRI
 
 
108 Wild Basin Road South Suite 250
Austin, TX 78746
t: 512-779-7597
e: erika@shesellsaustin.com
 
www.shesellsaustin.com Facebook icon   LinkedIn icon   Twitter icon   Instagram icon
 

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JL Boney, III
Coldwell Banker - Columbia, SC
Columbia, SC Real Estate

Love the idea of the guides. Those are great for a lot of different reasons, but they can truly help with branding.

Feb 05, 2018 02:07 PM
Erika Rae Albert, Austin Real Estate Expert
E-Rae Realty - Austin, TX
Exceeding Expectations in Every Transaction

Thanks!  Some other ones I have done are a farmer's market guide and a summer camp guide

Feb 05, 2018 02:10 PM
Margaret Rome Baltimore 410-530-2400
HomeRome Realty 410-530-2400 - Pikesville, MD
Sell Your Home With Margaret Rome

Erika Rae Albert, Austin Real Estate Expert 

Great marketing plan and I love that you are so willing to share your results. Thanks to Lynn B. Friedman for the reblog.

Feb 05, 2018 08:28 PM
Erika Rae Albert, Austin Real Estate Expert

Thank you Margaret, I will be sure to let you all know how my plan is panning out over the course of the year

Feb 06, 2018 06:50 AM
Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

Writing it down is the first step to making it happen.  I really enjoyed your post.  I am hoping you will do a follow-up blog letting us know your successful results at year-end -- or along the way. 

Feb 05, 2018 08:35 PM
Erika Rae Albert, Austin Real Estate Expert

Thank you, I'm going to go ahead and make myself a reminder (through a boomerang email) to write a follow up post mid-way through the year, and at the end of the year to detail my results.

Feb 06, 2018 06:52 AM
Kathleen Luiten
Resort and Second-Home Specialist - Princeville, HI
Kauai Luxury Ocean Home Sales

Different strategies work in different areas and niches. What has worked for years in my market will become less effective and making a change, for example from postcards to handwritten letters, will produce more results. Tracking your results is KEY and your checklist and follow through is a good example for us.

Feb 05, 2018 08:48 PM
Erika Rae Albert, Austin Real Estate Expert

Great point Kathleen! Also, I think strategies that work in one location are not necessarily  transferable to another market

Feb 06, 2018 06:54 AM
Andrew Mooers | 207.532.6573
MOOERS REALTY - Houlton, ME
Northern Maine Real Estate-Aroostook County Broker

Easy to get spread too thin but when you hammer away at what works, you are found. Which means more listings, more real estate sales. It is a delicious not vicious cycle! Thanks for tips Erika Rae Albert, Austin Real Estate Expert ! 

Feb 06, 2018 04:25 AM
Erika Rae Albert, Austin Real Estate Expert

Thank you, love your view "it's a delicious not vicious cycle"

Feb 06, 2018 07:00 AM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Good morning Erika Rae Albert, Austin Real Estate Expert ,

Congratulations on the featured post ..you are so right the key to marketing is consistency. Great tips and valuable advice for all agents!

Feb 06, 2018 04:28 AM
Erika Rae Albert, Austin Real Estate Expert

Thank you Dorie

Feb 06, 2018 07:01 AM
John Wiley
Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

Thanks Erica for sharing marketing tips that have worked for you. I like how you schedule your marketing. That is a great tip that can lead to consistency.

Feb 06, 2018 04:32 AM
Erika Rae Albert, Austin Real Estate Expert

Can is the key word here, last year I failed to implement it fully-this year the marketing schedule is mandatory in my mind

Feb 06, 2018 07:02 AM
Sheri Sperry - MCNE®
Coldwell Banker Realty - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

HI Erika Rae Albert, Austin Real Estate Expert - You have an in-depth marketing strategy that should really help you focus on winning.

Feb 06, 2018 06:04 AM
Erika Rae Albert, Austin Real Estate Expert

Thanks Sheri Sperry - MCNE® 

Feb 06, 2018 07:02 AM
Abby Stiller
TOP SELLING REALTY - Cape Coral, FL
SW Florida (239) 284-8637

Nice to see how organized you are Erika Rae Albert, Austin Real Estate Expert Hope your new Marketing strategies work great for you this year!

Feb 06, 2018 07:13 AM
Erika Rae Albert, Austin Real Estate Expert

Thanks Abby!

Feb 06, 2018 07:17 AM
Nick Vandekar, 610-203-4543
Realty ONE Group Advocates 484-237-2055 - Downingtown, PA
Selling the Main Line & Chester County

Consistency is key and using a plan to measure your metrics is a great idea. It also helps with your lanning. I agree, we send out the just listed and just sold, but really don't do any more follow up on those potential sellers. Need to be more focused, thanks for the inspiration.

Feb 06, 2018 07:30 AM
Erika Rae Albert, Austin Real Estate Expert

I read one post about an agent who has great success with the just-listed/ just-sold cards.  Her market is a few thousand people.  She was also sending out market stats to these same people on regular basis, and she was getting business from this approach.  I sell all over Austin to a population of 1-2 Million, so this strategy was not financially feasible for me.  It's all about honing in on what strategies work in your market.

Feb 06, 2018 07:43 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

You have a very ambitious marketing plan - and I wish you great success in making it all happen on schedule.

Feb 06, 2018 10:00 AM
Erika Rae Albert, Austin Real Estate Expert

Thank you!

Feb 06, 2018 10:18 AM
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

Wow Ericka you are organized!  I can barely keep up my to do list each day!  Thanks for sharing the detailed list.

Feb 06, 2018 02:43 PM
Erika Rae Albert, Austin Real Estate Expert

You're welcome!  I struggle with my daily to-do list as well!  It's always a prioritization battle.  

Feb 06, 2018 03:09 PM
Paul McFadden
Responsive Pest Control - Seattle, WA
Pest Control, Seattle, WA.

Thanks for sharing. I think consistency is the key.

 

Feb 06, 2018 06:26 PM
Karen Luke
South Metro Property Management, LLC - McDonough, GA
Henry County Real Estate

Excellent examples. This is a valuable post. Thanks for sharing. 

Feb 07, 2018 09:26 AM
Sharon Ofori
Real Living Realty - Springfield, MA
Realtor specializing in servicing buyers & sellers

No doubt consitency is the key!  i will learn from this post, my goal is not as aggressive, I think I think I will start w/ quarterly mailings.  Thanks again

Feb 08, 2018 01:25 PM
Jan Green - Scottsdale, AZ
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Thank you for sharing what works for you.  Marketing is something that has to be done consistently to achieve results, so good for you!

Feb 09, 2018 03:15 PM
Debe Maxwell, CRS
Savvy + Company (704) 491-3310 - Charlotte, NC
The RIGHT CHARLOTTE REALTOR!

WOW! Absolutely incredible job, Erika! I love your marketing spreadsheet. I need to be better at following mine. I've learned to add it to my calendar though - as I live by that thing! LOL

Hope you have a great week ahead!

Feb 11, 2018 03:42 PM
Erika Rae Albert, Austin Real Estate Expert

Thanks Debe!

Feb 11, 2018 04:21 PM
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Hi Erika Rae Albert, Austin Real Estate Expert, when it comes to direct mail, consistency works. Like you, I only send out to those who purchased their homes min three years ago as well as past expireds. Great job with the spreadsheet. Wishing you much success this year.  

Feb 15, 2018 06:43 AM
Patricia Feager, ABR,CRS,GRI,MRP
DFW FINE PROPERTIES - Flower Mound, TX
Selling Homes Changing Lives

I give you a lot of credit for trying and implementing then analyzing your results. I'm convinced, you'll be in the top 20% for Real Estate Agents soon, if you're not there already. 

Mar 08, 2018 08:35 PM