“A goal without a plan is just a wish.”
At Curaytor we live and breathe digital marketing. We're the experts. You live and breathe real estate, making you the expert. Being great at what you do is the reason why you're successful. Since you're not an expert at marketing, you need a plan. We're going to show you all about how we come up with our digital marketing plan at Curaytor and why it works.
“A goal without a plan is just a wish.”
Break the vicious cycle. When you're not busy doing what you're an expert at (real estate), you start marketing. Once the marketing works, you get busy and stop marketing. Once the marketing stops, you're not busy. It's time to break that cycle. Having a marketing plan that you can execute every single week that takes no longer than 10 minutes is essential. But what should that plan do? How do you know what to focus on? There are 4 core aspects every good marketing plan touches on, and create predictable revenue.
“In the absence of a brand, the cheapest wins.”
The first step of execution is who. Who are you actually targeting? The key to this crucial first step is relevancy.
You can provide relevant content by segmenting your audience. There are sellers who are serious about selling right now, there are sellers who will be selling in the next 8-12 months, and there are sellers who won't sell their home for another 2-5 years. The key is providing them with information relevant to their stage in the journey. The same idea goes for buyers.
If your marketing message tries to appeal to everyone in your database, you'll be ignored.
A problem that exists in real estate marketing right now is the heavy focus on buyer content, but if you ask any real estate agent where most of their business comes from, they'll most likely say, "sellers and past clients." So why is 95% of your content focused on buyers? If you only go after buyers, your marketing is always going to suck, and you'll look desperate for business.
Get granular on the actual lists to build vs all when you actually do marketing consistently you do not have to spray and pray, you can use a scalpel and be a surgeon, attract don’t chase.
“Most real estate agents online are either invisible or cheesy.”
“A goal without a plan is just a wish.” ― Antoine de Saint-Exupéry
more lead growth is attributed to small businesses with blogs compared to small businesses without.
(Content Marketing Institute)
more leads are generated through content marketing than traditional marketing.
higher conversion rates for companies and brands using content marketing than those that aren’t.
Everywhere. Omnichannel marketing works. You can market the same thing, but tailoring your message for each social channel is what will make it successful. For example, on LinkedIn, you'll want to use a more researched focused approach including stats, data, and professional tone. Contrary to LinkedIn and Facebook, using hashtags and tagging brands or people you featured in the post are ways to increase engagement specifically on Instagram and Twitter.
Pro-Tip: One of the biggest mistakes right now is that people are playing too much on their spokes, and not enough on their hub.
“Long-form blog posts generate nine times more leads than short-form blog posts.”
“Those first few fans, followers, links, shares, whatever it is, pieces of content, they're incredibly hard to get going. But after that wheel starts turning, I push just as much as I pushed in the beginning, and the wheel goes much, much faster. It's self-reinforcing.”
When it comes to marketing, momentum matters. The perfect digital marketing plan includes weekly content, plus listing promotions for all life cycles (coming soon, just listed, open house, just sold).
At Curaytor, we follow the Bill Belichick mentality: no weeks off. Consistency is essential! We do, however, encourage doubling down on the content you've created with an ICYMI (in case you missed it) email that reminds your existing database of all the great content they might have missed. Take the week to then add all that content into your drip campaigns to keep it fresh and updated.
Like we said before, the "perfect marketing month" consists of 3 out of 4 weeks targeting sellers or past clients and 1 out of 4 weeks targeting buyers, all the while promoting your listings. We encourage 1 buyer campaign each month for real estate agents who don't have a listing.
Pro-Tip: Google Trends can help you nail the timing of holiday or event based marketing. For example, Father's Day is coming up. Type "father's day" into Google Trends and look at the past 5 years. There's a huge spike every year around the 15-25. You'd want to run your campaign the week before the spike to maximize these results.
Pro-Tip: Sending seller related content to your buyer leads isn't a mistake. Most buyers in your area need to sell before they buy, so why not ask them that question? It will qualify them right away and you'll know what bucket they fall into.
Your plan will never include all campaigns that work. 3 are proven and 1 is praying. Every campaign that works started as an idea that wasn't certain.
For example, our marketing plan included a campaign focused around the Game of Thrones castles as listings. We were crossing our fingers that this would take off, and it did! Our clients were being called "marketing geniuses" from their followers.
Listings: 1. coming soon 2. just listed 3. open house 4. price reduction 5. just sold
Just sold - show off how good you are at what you do along with reviews from past clients
Price reduction - everyone wants what is on sale
Coming soon - everyone wants exclusivity and to be the first to know
What can $900,000 get you in Mississagua? - natural curiosity from anyone
“I have missed more than 9,000 shots in my career. I have lost almost 300 games. On 26 occasions I have been entrusted to take the game winning shot... and I missed. I have failed over and over and over again in my life. And that's precisely why I succeed.”