So, you’ve got some great properties on the books, unusually cooperative sellers and a flawless marketing strategy. You’re ready to make an absolute killing.
Nice one! Having a solid plan is the cornerstone of any successful marketing campaign but unfortunately, it doesn’t guarantee that when the theoretical becomes actionable, it’s actually going to work for you.
Devastating, I know.
Throughout my career, I’ve seen (and experienced) some “fail safe” marketing plans fall spectacularly to pieces and it’s had nothing to do with a lack of preparedness, or the smarts of its creators. Often it comes down to a handful of easy to overlook mishaps, which I’ll share with you now.
Things Drag On
Sometimes (almost always) things take a little longer than expected. That one-bedder in the CBD with the fabulous verandah? It should have been the hottest property in town but instead, it’s been sitting dormant in your listings folder collecting dust. Don’t be the agent who shrugs and thinks “give it time,” keep the momentum going by re-evaluating and shaking up your selling strategy before the property becomes stale and its owners lose faith in you. Hustle and proactiveness is key here.
Test, Test and Test Again
In saying that, don’t try a tactic once and then throw in the towel because it doesn’t yield immediate results. Messages can rely on repetition to break through. Test subject lines, Facebook posts and CTAs multiple times before you panic and change tact. Remember, it’s ok if things aren’t working for you, what’s not ok is not learning from these issues or implementing the appropriate changes.
Say ‘Ello to the SEO
It’s 2018, so when we talk marketing we’re primarily talking about having a multichannel digital presence. If you’re not already, you need to get on top of SEO, which essentially refers to how the words you use affect a property’s rank in a Google search. Using the same generic terms as your competitors are only going to see you lost in a sea of sameness, pushing you down into the wasteland that is Google page 2. The trick here is to look for features that make your property stand out and use those as keywords. Showcasing locality helps too.
Don’t Hate, Automate
Save yourself time and dollars by investing in marketing automation software. It will do the hard work behind the screen, whilst you do the hard yards out in the field. We’re all time poor, so let’s make it easy for ourselves to get things done as efficiently as possible.
Get Up Close and Personal, Baby!
If you’ve gone through this checklist and you’re still not seeing results, you need to go back and check your personas. You’ll remember these guys from when you first created your marketing strategy; the fictional characters you developed to characterise different target groups of your customers. Now’s the time to go back and say hello to them. Think deeply about what it is they want and which channels they would realistically use to find your properties.
Refresh your memory of personas here
This is the key takeaway. The best marketers don’t necessarily have fancy degrees or years working in an exclusive agency. They’re the people who can effectively put themselves in the shoes of others and really understand what makes them tick. Customer centricity 101.
Keep making great marketing plans but don’t blindly follow them if they’re not gaining the traction you expected. Have the flexibility and wherewithal to change course if need be and if all else fails, do some research! There’s so many great (free) blogs and courses on digital marketing out there, so read up, keep your finger on the pulse and you’ll have plenty of fresh ideas to help turn your marketing plan into a sales result.