Marketing Plan for Real Estate Agents

It is important that marketing, defined as whatever an agent spends money on, has a measurable return on the time and resources invested.

Consider where most agents spend their money:

• Direct mail to a geographical "farm"
• Just Listed/Just Sold bull's-eye postcards
• Ads in the local papers
• Ads in throwaway advertisers
• Magazine ads
• Shopping baskets at markets
• Bus benches
• Ads in school programs

What is the measurable return on these marketing expenses?
Marketing experts say that a 2% response (meaning they get a call) is exceptional. In reality, because of the masses of such attempts by agents in every office, the response is dreadful.

The Quantum Laser Management™ approach is to have a business plan based on personal relationships with the 200 best leads and referrers available. Marketing should be addressed to that group.

Therefore if an agent invests in postcards, mail them to that group. When they do that, the postcard is about them, not the listing or the sale. The recipient already knows them and can see them working hard and creating results. Thus when they call for referrals or to check on the prospect's progress, the prospect knows what they are doing for others.

We suggest sending postcards to the Book of Business every month telling about a win in their business.

An investment in telling your personal contacts and prospects that you are working hard and producing results compounds with every contact. An anonymous postcard or advertisement is a waste of money.