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One thing I always find intriguing has to do with Real Estate agents that want to get their marketing campaigns rolling, but for one reason or another, just can’t pull the trigger to get things started up. This is something I find exceptionally confusing, when it comes to large scale turnkey marketing programs we’ve put together for big Real Estate Brokerages. The campaign is turnkey. Therefore there is nothing for the agent to do. We take care of everything. They simply need to sign the statement of work, and we take care of the rest. So what is the hold up?
That is the million dollar question. As with most things in life though, the answer to this question is simpler than you would think. People don’t get started on things, even things that are all laid out for them and require little to no effort on their part, because they get stuck analyzing everything. They analyze so deeply that they end up in analysis paralysis. This condition is deadly when it comes to the health and growth of your Real Estate Practice. When it comes to growing your Real Estate brand, you need to be in front of homeowners, garnering top of mind awareness. If you aren’t getting marketing out there, you will never achieve this. So in this case, the only thing worse than launching a Real Estate Marketing campaign that might not be perfect, is launching no campaign at all.
For those of you that have been stuck in analysis mode, I can understand and appreciate your objections to just getting to work and letting your marketing campaign launch. It is your hard earned money we are talking about, after all. It is also your name and photo that is going to be on all these marketing pieces. Today though, I want to share with you two reasons why waiting and analyzing is doing you a disservice, and how starting right away won’t harm you and can only help you grow your Real Estate Practice.
Real Estate Marketing Is An Iterative Process. NOTHING Is Set In Stone
Rule number one when it comes to ANY Real Estate Marketing campaign is NOTHING is set in stone. When we launch a postcard farming campaign for an agent for instance, we are measuring response rate on each campaign, analyzing not only the content of the card itself, but the call to action on the card and the capture code response rate. Nothing in a marketing campaign is forever. A successful marketing campaign has been analyzed, honed, and edited, ensuring that only the most successful types of marketing collateral are sent out homeowners, ensuring their engagement, and therefore the top of mind awareness you are going to get with homeowners in your marketplace.
No matter how much analyzing you do, and no matter how smart you think you are, the fact of the matter is the only way to guarantee you are sending your farm area the best marketing possible is to gather feedback from the homeowners that live there. Short of simply “just starting” your campaigns, you will not be able to do this.
A New Real Estate Marketing Campaign Is A Marathon And Not A Sprint
Another very important thing to consider when getting started with a new Real Estate Marketing Campaign is that it takes time to get your campaign firing on all cylinders and generating returns for you. On average, it can take 6-8 months of sending content to homeowners in your marketplace, before they’ll start thinking of you, when they think of who to contact to sell their home. The reason this is so important is simple. The longer you analyze and the longer you wait to get started, the longer it will be until you start getting seller leads. Most agents depend on a steady flow of incoming leads to stay in business. So, I’m sure you can imagine that doing something that is going to cut your flow of leads short is very risky and may negatively impact your ability to stay in business.
There are of course more reasons no to get caught in analysis mode that I could explain. All would point to why there is no day like today to get started with your marketing campaigns. The take home message here though is that no matter whether you are part of a larger brokerage that has some sort of marketing program in place for you, that a company like mine has put together, or if you are an independent agent looking to get your marketing campaigns started, you have to do exactly that. Just start it. Start it, measure it, change as necessary, and relentlessly continue with it. If you do those things, you will win.