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March 2013

Real Estate Marketing Plan Part 5 – Measuring Success

The final step in your real estate marketing plan is to measure how your campaigns and strategies performed.  While there is no one exact way to measure the success of real estate marketing strategies, several methods can indicate whether the campaign was a success.

Review Original Goals

Remember, the first step in evaluating the effectiveness of any real estate marketing plan is to review the original goals.  If the goal was to increase lead-to-client ratio, check to see if the leads generated from advertising were greater than in previous campaigns.  If the goal was to increase sales, check sales figures from previous periods against the period of the real estate marketing campaign to see if sales increased.
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February 2013

Real Estate Messaging: Tackle Tough Questions Before They’re Even Asked

So often you hear direct-marketing experts talk about the need to “break through the clutter” and grab your target audience’s attention. Makes sense. Heck, it even sounds fun. But just how do you go about doing it?

If you really want to make an impact (especially with a marketing postcard, where space is limited), try the question-and-answer format. Instead of the usual canned messages and marketing doublespeak, you address your target audience’s biggest concerns head-on in a simple Q&A format:
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Real Estate Marketing Plan Part 4: Selecting Your Communication Channels

Once you have determined the budget, set goals, identified the target audience and defined the message for your real estate marketing plan, it is critical to choose the right advertising channels for your campaigns.  The message may be perfectly crafted, but unless the correct distribution channels are used, the message runs the risk of not reaching the intended audience.

Choosing the Right Channels

There are many real estate marketing channels, including social media, direct mail and email, and it may be difficult to decide which channel best fits your real estate marketing plan.  In reality, the budget and your target market should determine the channels that will give your agency the best return on investment.  Although many agencies consider social media as “free” marketing, this channel is one that must be handled properly in order to generate the desired results (leads and sales).  Review all options for real estate marketing and build a plan of action that works based on your budget and how your target market shops.
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Using Facebook in Your Real Estate Marketing Plan: Part 2

Did you know that you can create a custom Facebook page designed specifically for real estate agents?  Follow these basic instructions for creating a Facebook page that will be an important real estate marketing tool for your agency.

Create a Basic Real Estate Page

To begin using Facebook as part of your real estate marketing plan, if you already have a personal Facebook page, login to the site as you normally would.  Scroll down below the Ticker on the right side of the page.  Click on the word More which is just above the Chat window.  Highlight “Create a Page,” and a new page opens. Choose “Local Business or Place” and select Real Estate with the drop down arrow at the top of the page, then enter all the other information, agree to the Terms of Service and click “Get Started.” Follow the steps to upload a profile picture and then provide some basic information about your agency.  You can also include links to your other social media outlets as well.  Choose “Yes” for the last question.  You can also customize your Facebook web address to make it easier to find on the site.  This will take you to the Admin Page where you can customize your settings.  Once the page is created, you can add a custom header, also known as the Cover Photo for your regular Facebook page.  Simply click on the “Add a Cover” button and upload the graphic you want to use.
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January 2013

Real Estate Marketing Plan Part 3: Defining Your Message

After you determine your audience, the next step in creating a real estate marketing plan is defining the messages of your marketing campaigns.  Now that you have identified the target market(s), defining the message becomes easier as you will have an idea of what appeals to the desired demographics and what messages will make your target audience more likely to respond.

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Real Estate Marketing Strategies: Write a Successful Press Release

Press releases, when used as part of real estate marketing strategies, can be an excellent method for promoting your agency in print.  Often when stories appear in newspapers and magazines, the idea for the story started as a press release sent out by the subject of the story themselves.  The key is to get your press release noticed over all the other releases a print media receives, and, surprisingly, getting a press release noticed has very little to do with the actual document.

 

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Using Facebook in Your Real Estate Marketing Plan: Part 1

The popularity of Facebook is no secret, yet many agents neglect to include the social media site in their real estate marketing plan.  In addition, some of those that do use the site are not using it to its full potential or are using it incorrectly.  Therefore, they are not reaping the benefits of one of the most popular social media sites.
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December 2012

Real Estate Marketing Tools: The Twitter Savvy Real Estate Agent

Social media is an important real estate marketing tool, and Twitter is no exception. The fact that Twitter limits posts to 140 characters makes it easy for users to follow trending topics and offers the ability for consumers to connect globally. That’s why using Twitter in your marketing plans is crucial for lead generation and networking opportunities.

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Holiday Marketing — Social Media Marketing During the Holidays

Real estate agents know that the popularity of social media has grown tremendously in recent years, which is why any holiday marketing strategy must include effective social media marketing as well. Consumers increasingly rely on social media to get information about deals, as well as to learn more about products and services.

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If Your Real Estate Marketing Plan Isn’t Working, Try a New Method

Agencies often continue to use the same real estate marketing plan year after year, even when that plan is no longer working. The problem is determining which marketing plan achieves the best results. Answering that question is equivalent to saying blue is the best house color, sport utility vehicles are the only cars worth driving, or Sprint is the best cellphone service provider. Although those statements may be true for some, they may be completely wrong according to others. Choosing your real estate marketing tools depends on the surrounding circumstances and situation specifics. It also depends on the message you want to send and the audience you are trying to reach.

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