Hello and Welcome!
Thank you for joining us here at the Buildify blog. Welcome to Buildify and The Buildify Method.
My name is Aaron Keith, and I will be leading the conversation around this this topic.
First off, I want to welcome you and thank you being a part of the Buildify family. I know you have a very busy life and I really appreciate your interest in learning and growing as a business owner & entrepreneur!
Before we get into the content of this specific blog topic, I would like to explain why I created Buildify & The Buildify Method.
I created Buildify because this allows me to do what I love to do, which is teach business owners how to better own and operate a successful business. In each blog we will do a deep dive into very specific topics and distinctions that make up The Buildify Method.
I also created these blogs because I feel it’s very important for business owners to make time to learn tangible skills that they can take back to their companies the very next day!
I believe it’s very important for business owners to be constantly looking for ways to better own and operate their business. And I designed each of these blog topics to do just that.
And those are the reasons why I created Buildify and all the resources under its umbrella! …with that in mind, let’s get to work!
The topic of this specific blog is on… “Creating a Functional Marketing Plan for a Real Estate Business”.
The intention that we are out to fulfill on in this blog discussion is…“How…Consistent engagement + On-Brand Content = Actions that pierce the noise & produce results”
This is a huge subject so we wont get through everything there is to talk about here in this one blog.
There are a few supporting systems we need to cover before we can get into your Marketing Action Plan which is the main system we are going to talk about.
The first thing I want us to cover today is your Business Brand Description or also know as a Business Brand Identity Outline.
What do you think a Business Brand Description is?
A Brand Description is a document that breaks down…
- The differentiators of your business.
- 4-8 words or so, which encapsulates the essence of the business and what it stands for.
- Describes the look and feel of your brand.
- Colors, logo, etc.
What do you think you use your Brand Description to help you do?
You use your Brand Description to guide you when you create your Content so its “on brand”.
You need to flesh out how your different, and what you stand for so that all of your marketing actions are cohesive.
This is what has your marketing penetrate the audience and actually work!
Most of the marketing I see from agents, is vanilla / generic and you blend in to every other agent.
Can you articulate your Businesses Brand?
You must know what your Business Brand is and how you’re going to communicate it out to the World in an effective way that pierces the noise & static!
Your Homework Assignment is… document your Business Brand Description.
The next supporting system we are going to cover is your Ideal Customer Description.
Who is your Ideal Customer; …who are you trying to Connect with?
If you have not accurately profiled who your Ideal Customer is, how are you going to effectively communicate and connect to them?
- what are they interested in,
- what are their values,
- what do they connect with, etc.)
…or why should they pay attention to you?
Your next Homework Assignment is… document who your Ideal Customer is.
Ok… now that we know what our Brand is,… and we know who our Ideal Customer is,… I think we are finally ready to build our Marketing Action Plan!
Can you see how much preparation goes into having a Marketing Action Plan truly be effective?
What do you think a Marketing Action Plan is?
A Marketing Action Plan is a written system that the owner and staff all follow each month of the year, that guides them on what marketing actions should be taken in order to hit their sales goals.
Let’s talk about what needs to go into building an effective Marketing Action Plan…
When you are putting this system together you need to make sure it has the following…
- Specific Action
- Frequency that Action will be taken
- Who will be responsible for executing that Action
- Financial Cost of that Action (Monthly / Annually)
Your next Homework Assignment is… create your 2018 Marketing Action Plan.
Now we know how the Marketing Action Plan needs to be laid out, now let’s talk about the foundational actions your plan needs to have in it.
To effectively market your database, you need to communicate with them.
Quick note, make sure you organize your database into groups so you can more effectively target specific lists or groups of contacts!
To effectively communicate with them you have to pierce all the noise & static out there or your communication wont land.
Here are the essential Actions I recommend you build into your Marketing Action Plan.
- Phone Calls
- Digital Newsletter
- Videos – done well and on brand
- Hand Written Notes
- Hard Mail to your database
- Events – large and small
Remember… what makes your marketing action plan effective is not just the diversity in the actions its also the Content of the actions.
Consistent engagement + On-Brand Content = Actions that pierce the noise & produce results.
Your next Homework Assignment is… to lay out your Annual Marketing Action Plan.
Once you have your Functional Marketing Action Plan built and you are following it and taking Actions consistently.
The next thing you will want to do is track your results to make sure what you are doing is producing the results you need!
I recommend that you have a Lead Tracking Form.
What is a Lead Tracking Form?
Here is how to build an effect Lead Tracking Form…
- Tracking the Source of where your Leads are coming from.
- Track how much you are spending per Month/ Year on those actions to track your return on investment (ROI) and it tracks your return on time (ROT).
Your next Homework Assignment is… to lay out your 2018 Marketing Action Plan.
In summary…
Systems don’t just make your business run smoother and more consistent… they also impact your mindset as a business owner.
They keep you present to reality, hold you accountable and motivate you!
To learn more about this topic, you can go to the Seminars Page and you can watch the full seminar on “Creating a Functional Marketing Plan for a Real Estate Business”.
Website link: https://www.buildifysystems.com/seminars/
If your business could benefit from having the kind of seamless experience that only the Buildify Systems suite provides, log in now and start Buildifying your systems!
At Buildify, we are committed to empowering business owners by giving them powerful tools right at their fingertips.
In the Buildify Systems platform, we have made creating and implementing key system easier and more efficient for you. We are committed to providing your with all the foundational business systems you need in order to grow and scale. Aaron Keith, our founder and master business coach, has masterminded our dynamic systems with his more than 20 years in business and having worked with more than 10,000 companies over that time.
To learn more about Buildify Systems or to start your Free Trial just https://www.buildifysoftware.com/
To listen to The Buildify Method Podcast go to https://www.thebuildifymethod.com/
