Recently, we had the #1 Best-Selling author of the One-Page Marketing Plan, Allan Dib, join us to speak about marketing in real estate and answer some of your questions. Now, this article isn’t a substitute for watching that video, but I wanted to share my top five takeaways from that session to inspire you to begin taking a new and more effective approach to your marketing.
The simplicity of a one-page marketing plan.
Having a simple plan and sticking is vastly more powerful than a complicated one that is difficult to track and maintain. Spending thousands of dollars and months of research on a massive document outlining your marketing won’t help you nearly as much as the simple one-page approach Allan shared with us. I’d like to place special emphasis on how powerful the During section of that plan is. If you’re spending all of your time trying to get prospects into the top of your funnel but dropping the ball on creating and maintaining that relationship once you have their business, you’re only marketing empty promises.
Research is the most ignored portion of the marketing process.
You need to identify who your ideal customer is, rather than trying a shotgun approach aimed at everyone. Like Allan said, if you’re speaking to everyone, you’re speaking to no one. Find your niche and speak to their specific fears, wants, and needs. You may have two or three target audiences, but you need to be sure of who they are so you can speak to them in a way that will make them hear.
You’ve been hypnotized to fail.
In school, you’re a cheater if you pay someone to do your work for you, but in business, you’re a genius if you do. You’ve been taught to be an employee, not an innovator or market disruptor. What do you need to unlearn in the pursuit of building your ideal business? The greatest success in business goes to those who have figured out a way around the hurdles everyone else is struggling with.
Give to receive.
What is something you can give to your prospects that they can give to someone else? Allan gives away two copies of his book at a time, one for the recipient, and one for them to give away to someone else. He may be doubling the number of giveaways, but he’s also potentially doubling his reach. Mary Cheatham King gives away her magazine free of charge, but the prospects it touches and the business relationships it fosters more than outweigh the expenses.
You don’t have to market just to prospects.
Don’t ignore the business-to-business aspect of marketing. In my opinion, it is one of the most under-utilized sources of referrals in the real estate business. What is something your group has nailed down that you can give to another business? That sort of giving becomes marketing in itself, creating credibility, reputation, stronger communities, and strong business relationships that create solid referrals.
Hopefully, you gained your own unique insights into your marketing plan and how to keep it simple and effective. What were your biggest takeaways?