The Supreme Digital Marketing Plan For Real Estate Brokerages & Top Producers
You live and breathe real estate, making you the expert. At Sindiket, we live, breathe, and devour all things digital media and we’ve been at it for a while, qualifying us as experts in our field. Since you aren’t an expert at digital marketing, you need a plan. We want to show you our digital marketing plans, and the intention behind them.
"Without leaps of imagination or dreaming, we lose the excitement of possibilities. Dreaming, after all, is a form of planning." - Gloria Steinem
WHAT’S THE GOAL
When you aren’t busy with clients, contracts, transaction management, meetings, social life….you focus on marketing. Once that marketing focus is successful, you get busy and don’t have time to continue your marketing efforts. Once those deals have closed and things slow down, you’re leads have gone cold, because you’ve stopped marketing. We want to help you break that cycle.
Having an effective and manageable marketing plan is essential. A strategy that is easily executed and only takes ten minutes of your time will keep you from falling back into the cycle of doom. What should that plan do? What should that plan focus on? There are four core aspects that effective marketing plans touch on to generate predictable results.
"Hope is not a strategy." - Vince Lombardi
WHO’S YOUR TARGET
The first step is to ID your target. Who are you actually trying to reach?
The key to this crucial first step is relevancy. You’ll be able to provide relevant content by segmenting your audience. There are sellers ready to list today, some who won’t be ready to sell for 6-12 months, and some who will sell in 1-2 years. Same idea applies to buyers. If your marketing campaign tries to appeal to everyone, you won’t be effective. Several solid audience segments that should be utilized: past clients & sphere of influence, buyers and sellers.
"Nobody follows Realtors to buy houses." - Anonymous
WHY YOU SHOULD MARKET YOUR REAL ESTATE BUSINESS
3x more leads are generated through content marketing than traditional marketing (Demandmetric 2016)
6x higher conversion rates for companies and brands using content marketing than those who aren’t (Aberdeen Group)
WHERE SHOULD YOU POST YOUR MARKETING CONTENT
Everywhere…omnichannel marketing works, but only if you do it right and with a little finesse.
You can market the same thing, but tailoring the message and content for each channel is what will make it successful. Your tone on Twitter shouldn’t be the same as your voice on LinkedIn and vice versa, what makes a great LinkedIn post doesn’t make a great tweet. You get the idea.
Making relevant content on LinkedIn. Use a more research based approach by including data, stats and current market trends. Instagram and Twitter? Using strategic hashtags and tagging accounts of brands or people you feature will help increase your engagement on those platforms.
(At Sindiket, we work exclusively with the best brokerages and top agents/teams in North America to help them get their marketing done right so that they can focus on their expertise, real estate.
MARKETING CHANNELS FOR REAL ESTATE (include icons)
Blog Posts
Facebook Profile & Page
Email drip campaigns & blasts
Instagram posts & stories
Twitter
LinkedIn
Google Business
Paid Ads (Meta & Google)
TikTok
HOW OFTEN TO POST
Momentum matters when it comes to marketing. An effective marketing strategy includes:
scheduled weekly content (pulled from your monthly content calendar)
listing promos for all sales cycles (coming soon, just listed, open house, sold)
Company milestones (new team members, anniversaries, promotions, events)
At Sindiket, we believe that consistency is not just key, it’s essential.
Pro Tip: double down on the content you’ve created with an ICYMI (in case you missed it) email that reminds your audience of all the great info they might have missed and push out with a weekly email.
WHAT REAL ESTATE CONTENT TO POST
We mentioned that the “perfect marketing month” consists of 3 out of 4 weeks targeting sellers or your current sphere of influence. Since realtors don’t always have new listings, we recommend one buyer campaign each month.
LISTING LIFE CYCLE
Every listing should be marketed throughout the stages of it’s life cycle. Starting from coming soon to sold.
COMING SOON LISTING POSTS
Before your listing even hits the market, you can build buzz with a “coming soon” campaign. Everyone wants to be in on a secret, especially a potential new home and especially nosey neighbors. Giving your audience a sneak peek has the potential to get the home sold before it hits the market, and can start conversations with your potential buyers about what they’re looking for.
JUST LISTED PROMOTIONS
As soon as a home hits the market, the “just listed” campaign should begin.
PRICE REDUCTIONS & OPEN HOUSES
Marketing should continue after a home is listed. One of those opportunities is when a price reduction occurs, especially because everyone loves a sale. We also recommend campaigning open houses with Facebook and creating events to get more interest and catch people’s eyes.
SOLD
The final step in the home sale process aka the “walk of fame” and in the marketing cycle the “just sold campaign”. This is an extremely effective way to showcase:
How you sold the property (with an extremely effective marketing campaign, duh?!)
What made the listing sell so quickly
A testimonial from the sellers about their successful home sale with your brand
Show the effort, without bragging about your awesome marketing and let the results speak for themselves.
OTHER CONTENT YOUR MARKETING PLAN SHOULD INCLUDE
Not every campaign is a guaranteed winner. Our marketing plans run on three proven strategies and one that we’re rolling the dice on. For marketing to evolve, you need to take chances. We try to find calculated and creative ways to branch out and push ourselves forward in the digital marketing space. Every idea that works started as an idea that was uncertain.
Showing off your local expertise is one of the best ways to gain trust and establish yourself as an expert with your past client and sphere. An effective campaign like "The 5 Most Instagrammable Places in YOUR TOWN HERE" combines the local market with Instagram, and even gives you the opportunity to highlight local businesses or hot spots that could repost.
Another effective angle is a listicle. Taking a highly sought after amenity (beautiful kitchens) and coupling it with an appealing price point ($300,000), this campaign appeals to potential buyers everywhere. Listicles can be used for any amenity, price point, and location.
“Without leaps of imagination, or dreaming, we lose the excitement of possibilities. Dreaming, after all, is a form of planning.” -- Gloria Steinem, Journalist and Activist
WHERE WE GET OUR IDEAS
Anayltics - your biggest asset is your data and feedback. Go through your content and analyze what performed well and on which platforms. Reusing old content is an efficient and effective way to spark creativity and give you an idea of what your audience wants to see.
Brainstorm - at Sindiket we have a constant flow of ideas that we keep logged and encourage any and anything to be added. For sure there’s some on there that will never be used, but almost always inspire us and get the brainstorm going.
Buzzsumo - one of the most powerful tools for community and local posts. BuzzSumo allows you to see the most viral articles on social media about any keyword.
Viral Trends - we eat, sleep and breathe digital marketing, have we mentioned that? We stay connected on all relevant social media platforms and go the extra mile to dig deep and find weekly trending audio, video and viral content and tags.