EXCELLEUM COACHING & CONSULTING. Agent Marketing Business Plan

Transcription

1 EXCELLEUM COACHING & CONSULTING Agent Marketing Business Plan

2 AREAS OF FOCUS Marketing Areas of Focus (Mark on a scale of 1-5 level of importance) Teleprospecting Direct Mail Personal Referrals Event Marketing (Consumer Seminars) Community/Civic Volunteer Work & Participation Networking Contact Management Systems Social Media Working with Sellers Working with Buyers Open Houses Just Listed Cards Just Sold Cards Personal Promotion Ratings & Reviews Geographical Farming Securing FSBO Listings Securing Expired Listings Personal Website Door Knocking (communities or around listings & sales) Rent to Own Prospects 1

3 SWOT ANALYSIS STRENGTHS WEAKNESSES OPPORTUNITIES THREATS My commitment to Prospecting superior service Using my market knowledge to work repeat and referral business Lack of cash flow could lead to my leaving real estate 2

4 TARGET CUSTOMER BECOMING A MARKET EXPERT First-time Home Buyers Home Sellers Renters Relocations Retirees Investment properties Social Media Contacts/Relationships Sphere of Influence Online Leads Other Other Where do they want to live? What is their age? What is their annual household income? What do they want from their home? What are their feelings and concerns about searching for and purchasing their home? 3

5 How will I market to my target customer using my priority areas of focus? What is my timeline for launch? What pieces of my marketing plan will I be delegating to my team members? What will I be responsible for? How much time will I block off from my week to practice scripts, create marketing materials, and market to my target customer? How much time do I currently spend promoting myself or my business on social media? What sort of content will I be posting? What methods will I use to deliver my marketing messages? 4

6 Marketing Materials Worksheet Example FOCUS FEATURES NOTES BUDGET Large photo and Mail to 1-mile radius Just Listed Postcard $150 client testimonial of listing Personal Analysis FOCUS FEATURES NOTES BUDGET 5

7 ADDRESSABLE MARKET How many total homeowners are in the cities/counties/towns I work? How many listings occurred in this market area in the last 12 months? How many current active listings share for sale in my selected market area? How many current active listings do I have right now? What do I feel has stopped me from having a larger share of the available listings? How many active listings do I need to carry at all times to achieve my goal? How many listing appointments did I go out on in the last 12 months where the homeowner did not select me? Why did I lose these listings? 6

8 GEOGRAPHIC TERRITORY Identify which competitors are presently most successful in the areas you would like for your geographic territories Identify which individual agents or teams are most successful What do you do that they provide, but you do better? What do you do that they do not provide? Competitor #1 Strengths Weaknesses Competitor #2 Strengths Weaknesses Competitor #3 Strengths Weaknesses 7

9 My Frequency of Engagement I will engage this area by door knocking homes times per (week, month, year). I will send out postcards/direct mail/just sold cards times per (week, month, year). I will mail the following info to homes in each area times per (downsizing, move up, rent/buy, etc). I will build my community database by: ex: I will send out a press release on me being their community marketing real estate specialist to the following homes, with a form of How can I help you this year? and with a list of all my programs and my customer service rating. I will plan the following community events this year for the following areas: I will join the following organizations: 8

10 MEASURING PERFORMANCE What are my key marketing success metrics? What will success look like for each? How will I measure marketing performance? How and when should I change my approach? How often will I measure my marketing performance? How will I measure customer satisfaction? 9

11 SIDES & INCOME BY SOURCE SELLERS BUYERS TOTAL: 0 CATEGORY SIDES % INCOME % SIDES % INCOME % SIDES % INCOME % Sphere of Influence Past Clients Repeat Sphere/Past Client Referral Agent Referral Business Referral Sign Calls Prospecting Cold Calls Open House Direct Mail Personal Promotion Newspaper Magazine Radio FSBO Expired Listings Brokerage Website Leads Website 1 Website 2 Social Networking Campaign/ E-newsletter Other Other TOTAL 10