New Realtors: The Tortoise & The Hare & Real Estate Marketing

Services for Real Estate Pros with Morris Real Estate Marketing Group

Chances are, you’ve heard the children’s story of the turtle and the rabbit. One day — or should we say, once upon a time! — they decided to race each other.

The rabbit ran in fits and starts. He’d sprint for a bit, then tire and crash. Then run some more. The turtle, however, took a different approach. She raced at a steady pace.

You know how the story ends. The turtle won.

But she succeeded not because she was slow. That’s a myth. The real reason she won is that she created momentum. She did the right things, consistently, and got increasingly better results.

What does this have to do with real estate marketing and your first year as a real estate agent?

A lot of rookie Realtors take the rabbit approach. They jump into a real estate marketing tactic, work at it for a week or two, get frustrated, and then move onto something else. Their real estate marketing ends up being all over the place — an online ad here, a prospecting day there. Unfortunately, they end up getting very few quality real estate leads. That’s because they never gain any momentum.

You don’t want to be the rabbit. It’s exhausting.

What does the turtle approach look like when applied to real estate marketing for new Realtors? Let’s take a look at an example.

Say you build a database of contacts comprised of previous clients, past and current prospects, and other connections, such as people you meet at an event. These are people who have at least some probability of giving you a referral or hiring you as their agent. (You’ll need a good real estate CRM to manage these contacts.)

Now imagine you keep in touch with them in a variety of ways.

  • Each month they receive an eye-catching real estate newsletter in the mail, featuring your brand and personal message, and packed with valuable market updates and how-to articles.
  • They get a call from you once a quarter as you update them on the market and answer their real estate questions.
  • Previous clients enjoy a visit from you once a year to do an Annual Checkup.
  • Everyone gets invited to a client appreciation or community event you host once a year.

That consistent approach to staying in touch builds loyalty to you. Your contacts increasingly see you as their go-to Realtor — so much so that they recommend you to others and call you first when they move.

That’s the power of consistency. This steady approach leads to increasingly more real estate leads and referrals, year after year.

How do you get this approach working for you starting this month? Sign up with a proven, done-for-you real estate marketing system that creates the consistency and momentum for you.

Be the turtle!


This article was originally published on our Real Estate Marketing Company blog. Visit us for real estate marketing tips, advice or to learn about our real estate marketing products and programs.

Comments (8)

Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Property Manager

Excellent analogy, Darcia! 
Even if the hare wins a few battles, the tortoise will win the war.

Have a wonderful Thanksgiving.

Nov 23, 2021 08:08 AM
Dan Hopper
Dan Hopper - Gold Way RE - Westminster, CO
Denver Broker / Real Estate Advocate

Love the analogy of the Totoise and the Rabbit,  ...  you are so correct in the activities that an Intent and Purposefull real estate agent/broker makes will last with a marketable business!

Nov 23, 2021 08:35 AM
Ed Silva
Mapleridge Realty, CT 203-206-0754 - Waterbury, CT
Central CT Real Estate Broker Serving all equally

Building a real estate business is very similar to starting an old steam train.  It takes a bit of time to build the head of steam and also for the power of the train to get that train moving along but once it gets going it can go a long way

Nov 23, 2021 12:32 PM
Wayne Martin
Wayne M Martin - Chicago, IL
Real Estate Broker - Retired

Good morning Darcia. You nailed it. The key to success in real estate is "consistent momentum". Now 0ractice it! Enjoy your day.

Dec 11, 2021 04:43 AM
Kat Palmiotti
406-270-3667,, Broker, eXp Realty - Kalispell, MT
Helping your Montana dreams take root

Yes, consistency is key. Get those things you need to do on a regular basis on the schedule and do them!

Dec 11, 2021 05:42 AM
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Hi Dorcia - I think that I have been similar to the tortoise but because I am consistent and persistent.

Dec 11, 2021 11:25 AM
Sheri Sperry - MCNE®
Coldwell Banker Realty - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Darcia Armstrong - the longer you are in real estate you can see the different marketing techniques and how they work for you.  If I don't see quality leads coming from my marketing I try something new. 

Dec 12, 2021 04:58 PM
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

So true!  Being the turtle means practice, practice, and more practicing.

Dec 13, 2021 10:08 PM