I talk to several agents every day and I’m often asked what makes a successful agent? The answer is easy. Without fail, the agents with the greatest success are the ones who strategically tackle their marketing. They understand that consistency is key, content is king and acknowledge that their time is limited. They develop a marketing plan and take advantage of set-it and forget-it systems that utilize both print and email. Marketing isn’t free and it does require effort to set up, but like Thomas Jefferson said: “The man who stops advertising to save money is like a man who stops the clock to save time.”

Developing a successful multichannel marketing campaign –

1. Automated email marketing is a perfect way to keep in touch with past clients. Not only is it one of the least expensive methods of marketing, it’s consistent and keeps your name top of mind with your sphere of influence.

However, an average consumer sees 3,000 messages a day including texts, social posts, email and etc. If you don’t have a personal relationship with someone an email from you is unlikely to stand out.

2. To truly engage sellers via email and social media your content needs to be engaging. Consistent content builds trust in your brand and positions you as a Real Estate expert. People crave useful, interesting content – especially when it pertains to their biggest investment, their home.

Adding a print component to digital marketing will increase your sphere, conversion, retention, and ultimately sales.  According to USPS  98% of consumers bring in their mail the day it’s delivered and  77% sort through their mail immediately.

So if your newsletter hit a portion of the 77% of the population  who sorts through their mail immediately, you are automatically increasing your sphere. And since 84% of Americans retain a company’s name when they receive a promotion item with that company’s logo on it1, even if they just glance at it before they throw it away, it’s a win for you. The chances of them remembering your name as a professional real estate agent have just increased dramatically.

So unless you have the time to consistently create compelling content and consistently knock on doors or make those phone calls, you are doing yourself and your business a disservice. Yes, marketing is an investment but without it, your business won’t grow.

1 According to the Advertising Specialty Institute

Tracy Burakowski

Sales Director at Gooder Group
Tracy is the main point of contact for sales at the Gooder Group. When she is not working with clients she is spending time at their family's house on the Eastern Shore.

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