This is a preliminary and standard marketing plan for Real Estate Agents, Real Estate firms, Construction companies, and independent agents all around the world.
Your branding
It’s time to work on your branding, and it consists of these elements:
Let’s jump to the first one: Your logo
We don’t necessarily need a logo with a building or a house isotype. Because that’s already quite used, my suggestion is: If you own a company, use something more conceptual and innovative. You can use similar images from the field you work in or the initial letters of your company or associates. But be sure to do something different and modern.
If you’re an agent, my main advice is that you should make a signature logo. Your signature is going to be your logo.
Remember, quality is something to take care of in this logo. Get a branding specialist who’s going to develop your corporative brand and identity, so that all your stationery, social media, brochures, and merchandising follow the same graphic line.
Photograhies
Why would you have a website or a social media account if you’re not going to be there with a good professional photograph?
Before launching your advertising, is important to have a good photograph to show to your clients, suppliers, and followers.
If you don’t have a great office to show off, wear your best suit and get a good photography session in your houses in sell, so you can use those in your social media and advertising.
Before contracting a good photographer, make sure to plan your session day, everything needs to be clean, organized and decorated. And of course, you need good lighting.
Digital Advertising
There’re a lot of things we can do on the digital channel. Here I share with you the best channels or social media you should use in order of relevance:
- Tiktok
- Facebook Marketplace
- Mailing
Your advertising for Tiktok, Instagram and Facebook should focus on videos. Make short and creative videos about your job, your clients, your houses to sell or rent, etc.
For instance:
- 5 Tips: How to Decide Where to Live
- Don’t rent an apartment before knowing this
These titles draw a lot of attention. Remember that you sell a service and it’s very important that you show up in your videos.
The videos should be short from 05 to 60 seconds.
Make sure to use a high-end cellphone to obtain a high-quality video, or use a professional camera.
You can also make publications entirely made of photographs. Don’t use graphic design, you don’t need it.
For Facebook Marketplace you can publish your house’s photographs. If you haven’t used Facebook Marketplace, I recommend it to you because is a useful a quick way to get more prospects.
Mailing
Who said mass email sending is dead? Mailing is an ancient practice, however, it keeps working very well. Especially if your target audience is entrepreneurs with money and a willingness to invest.
You can plan your mailing campaigns to be sent once a week, or once a month, sending your available houses so they can know more about it.
Remember to be simple, don’t use a lot of text, basically send photographs of what you have available. And also, don’t abuse. Do not send so often. I advise you to do it once a week.
You can use creative titles like THE BEST 10 Apartments in Miami, FL – Last Updated May 2022
TRADITIONAL ADVERTISING
We live in a digital world, but that doesn’t mean we can leave behind traditional advertising. Especially, if most of our target audience is local.
Radio, television, papers, magazines, events, etc. All are valid channels to put our advertising in, but of course, it depends on our budget.
Is important to define a single message for all the advertising we do. We don’t go on the radio a say «We are the company with the best quality», and then in a magazine say «best prices on the market». Is important to stick to a single and solid message and repeat it constantly: What is the main problem I solve for my clients?
Another important fact: many construction companies claim to be the «best quality». Quality is not said, it is demonstrated. If you really are the “best quality” option, you are going to have to prove it very well.
PLANNING
No plan works without goals, strategies and budget. Let’s go over a few key points for you:
- Definition of myself and my product.
Who am I? What am I selling? And what do I do better than anyone else?
- My target audience.
Who do I want to take my services? For example: entrepreneurs aged 40 to 60 from the city of Miraflores, Lima.
Where do I locate them geographically? What places do they frequent? What media do they view?
- My competition
Study your competition. What are you offering? and at what price? Who are your clients? How is your advertising? What can I imitate? How can i improve it?
- Objectives and measurement
What goals do I want for the next year?
Here it is important to do an analysis. If we do not have prior information, it is important to start measuring right away. For example: Last month I had 10 clients, this month I got 15. 50 people wrote to me on WhatsApp through my website, 20 people called me on my phone through Google Maps.
If we don’t measure, we can’t set real goals.
Let’s identify exactly where our customers come from, how satisfied are they? What can we improve? Only then can we set goals and make relevant decisions.
What advertising media are working? In which to put more force?
Here some examples
- If our statistics show that we grew 5,000 followers on Instagram in 01 year, for the following year we want to reach a minimum of 20,000. So, we will no longer make a weekly video, but two and we will add an additional guideline.
- We have had a monthly growth of 20 people who have contacted us through Facebook. We’re going to increase spending on Facebook ads to triple that number.
- We have a 20% customer conversion rate. We are going to hire a person who calls all the prospects and we will send advertising via whatsapp and email to follow up.
IDENTIFICATION OF OPPORTUNITIES AND THREATS
Identify emerging markets, where are they going to open new urban areas or large commercial projects?
New competitors: Remember that we live in an overpopulated world, every day a new competitor is born. There are more and more small competitors with introductory prices.
Real Measurements, Real Goals
Did you like this article? Don’t forget to share it.
Get to know our portfolio.
If you want a Marketing Plan for your business, you can contact us through our form , call us and/or write us directly via Whatsapp o Telegram al +51 934 363 689.
