Last week we talked about how a real estate virtual assistant can help you build some of the administrative systems in your back office. Today we are going to tackle an even bigger part of your back office, and that is your marketing.
Personal Branding is a huge portion of what you do to create a recognizable brand in the real estate industry. Building this brand will help you to not only differentiate you from the competition, but it will also help you create a consistent look in all of your marketing efforts.
In your personal branding files you should have your headshots, your company logo, personal logo, and any logo files for developments you specialize in. By keeping all of your branding materials in one place you will be able to find them with just one click. And if you haven’t figured it out by now, each of these portions of your personal branding should have their own sub-files to keep everything organized!
Marketing Your Listings is a huge huge part of your marketing efforts, and your real estate virtual assistant is very well equipped to help you develop and implement a plan to get it all done with less stress on your part. And of course, the first part of marketing your listings is to create a checklist for each step of what you plan to do to market your listings. This would include ordering the signs up, input in the MLS, creating virtual tours and single property websites, and anything else that you do to market your listings. This checklist can be kept in your procedures.
For your listings you are going to want a master file with each listing having its own sub-folder. Inside the individual sub-folders there should be a file for photos, one for documents, and one for the marketing pieces that are created for that listing. You should also have a master file for pending listings, and another for closed listings.
Building a Team or Business Building requires marketing to other agents. You should have mailers, postcards, a document version of any website forms for submissions of people wanting to work with you, and you should also have a package of information to give to prospective team members. These pieces all should have a central theme and cover what the benefits of joining your team or brokerage are as opposed to what other teams and brokerages offer. This type of marketing requires a solid strategy to carry out and a timeline for when tasks are to be implemented. It is a continuous marketing effort, just as your personal branding is.
New agents are joining the market all the time, and those with some experience may be looking to change companies or teams, so staying in touch with these agents and building a pipeline is imperative if you want to build a bigger business model.
In your Business building file you should have a timeline or checklist, a file of marketing pieces that are ready to go, and a file that contains the pieces you will give them when meeting with them. It should have a welcome letter, benefits letter, and a track record for your team or brokerage. In addition you should keep a lead tracking sheet of anyone that has expressed interest in joining your business and where they are at in the pipeline as well as when you will next contact them and any notes you have from conversations with them.
Online Marketing is, of course, going to be a huge portion of all of your marketing efforts. I recommend you keep a list of what is currently being done to build your business and what you would like to implement in the future. Technology is constantly changing and what is great one day may very well fall short when the next tech tool is developed. By keeping a spreadsheet of where you are in all of your marketing efforts and where you want to go you will always stay on top of what is current in the industry and any shifts you need to make to stay there.
To simplify your marketing efforts you should develop templates for all of your marketing pieces. Not only is this going to build consistency, but it also keeps you from re-creating the wheel. You can create templates for postcards, flyers, Pinterest cards, Facebook graphics, and just about any marketing piece you create. Keep all of these in a marketing templates file and separate them out into sub-folders according to their use. So there would be one for listing marketing, personal marketing, business building, et cetera, that will contain templates for each area of your marketing.
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