By Mark Lemmons I June 30, 2022
Are you looking for a marketing plan for your real estate business? I know how overwhelming it can be. You signed up to be a real estate agent, but now you have to figure out how to do your own marketing. This can be especially daunting in a digital world where platforms and tools are changing daily.
Your real estate marketing does not have to be a mystery. I’ve taken everything I’ve learned from others and what has worked for me, and boiled it down into 6 practical steps. But here’s a fair warning: I can almost guarantee that you are going to want to skip over the first 2 steps. Don’t do it. Getting the first two steps nailed down will make everything else much easier.
Let’s dive in!
The first thing you want to do is identify your audience and the problems they are facing in regards to real estate. Take some time to write down everything you know about your audience… their demographics, their wants and needs, their pain points, their fears, etc.
As you think about your target audience, the most important thing to understand is the real estate problem that you can help solve. That’s what you’re going to base your content around, and that’s what people are looking for – solutions to their problems.
For example, many homebuyers face the problem of…
You get the idea. Brainstorm all the problems your potential clients face and then pick the main one that stands out. That’s going to guide your marketing efforts.
The next thing you want to do is get really clear about the solution you offer. Once you’ve defined your audience’s main challenge, you can start crafting messaging to position your services as the solution. Marketers call this a Unique Value Proposition (UVP) or a Unique Selling Proposition (USP). It’s a 1-2 sentence description that includes:
This can take a bit of time to nail down, and it’s probably something you will continue to tweak over the years. If you’re struggling for words, look up some examples online or reach out to a freelance marketing professional. Many freelancers provide hourly rates for consulting services.
Next, you want to choose the mediums you are going to use. In today’s digital world, the options are endless. You could start a YouTube channel, Instagram, Facebook, Twitter, TikTok… you get the picture.
Before you get overwhelmed, let me assure you that I am not suggesting that you use every platform available. Choose a medium that will best reach your audience. In my experience, Instagram, YouTube, and email have been most effective. I recommend getting started with just one platform as you begin. In marketing efforts, it’s very easy to burn out. Master one platform, and then add another. Social media might seem like the most obvious choice since most people are familiar with it, but it’s worth investigating email marketing and LinkedIn.
Whatever platform you choose, stick with just one at the beginning. When you’re ready, you can actually repurpose that content for a bunch of other platforms!
Creating a calendar is a must. If you’re like me, you have a thousand things going on, and unless something is on my calendar, I am not going to get to it. You can find a ton of content calendar examples on the web. Do some research and then create a custom calendar that works for you.
In general, you are going to need to decide:
You’ll want to create a rhythm that works for you and map it out on a calendar. Next, fill in your subject matter. If you need help with content ideas, click here for a 30-minute brainstorming session. This was originally created for email content, but can be used for any platform.
When it’s time to actually create content, you’ve already done a lot of the legwork by defining your Unique Value Proposition and mapping out your calendar. But, the actual creation of content can be time consuming and overwhelming. This is why I recommend sticking to one platform at the beginning. It will take some work to learn a platform and put out content, but my encouragement is to start before you feel ready. The only way to learn is to do things imperfectly. You will get better.
As you grow your business, you may consider hiring someone to help you. But, in the meantime, here are some tips to help you create content efficiently:
If you implement these 6 steps, you can start putting out valuable content and grow awareness of your business. If you need any help scaling your real estate business, reach out to me! I’d love to be a resource for you.
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