7 Ways to Keep the Momentum Going for Your Realtor Marketing Plan
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I'm one of those people who honestly enjoy the creation and organization of a solid business plan and detailed marketing strategy.
It's empowering to cast your vision into the future and backtrack the steps you need to take to reach your goals. Then, when you start the new year, you have a shiny new plan ready to guide you.
But what happens by February or May or August? Oftentimes, your best intentions have been completely forgotten as the year progresses. So, in this week's episode, we're getting real about how you can keep the energy and momentum going for your Realtor marketing plan throughout the entire year.
If you're tuning into this episode right now and thinking, "I don't even have a formal marketing plan. I'm even more behind," I want you to step back. Recognize that you're putting in the work right now, just by being present in this episode. So, you're ahead of the game there alone, and even the best-laid plans will have no impact if there's no follow-through.
Now, you can take the skills from this episode and easily apply them to your business. Next, I'd recommend that you listen to Episode 5, "How to Create a Real Estate Marketing Plan." Because it doesn't need to be during "traditional business planning" time for you to fine-tune your Realtor marketing plan. You can work on your plan anytime!
But how exactly do you keep that momentum going when it comes to your strategy? That's exactly what we're covering in today's episode!
Before we begin, I want to tell you about a helpful resource on my site - my favorite tools page. If you visit ideasforealestate.com/favorites, you'll find I've curated a list of the very best to help you in your business. Each tool has been personally tested and used by me with great results. That way, you can spend less time frustrated by tech and more time empowered by strategic systems designed to help you succeed in your business. I also have discount codes and free trials for many. So, visit ideasforealestate.com/favorites to see my recommendations.
Which leads us perfectly into my first tip:
1) Get your marketing plan into a trackable, daily system
For most agents, you start your marketing plan with a pen and paper version. This is good because there's something powerful about physically writing down what you're setting out to do. In fact, if you download my marketing plan template at IdeasforRealEstate.com/plan, you'll get a PDF plan you can fill in.
Where most agents stumble is taking that well-thought-out plan (whether it's digital or physical) and practically applying it to their businesses. It's one thing to create a plan. It's entirely another thing to execute on your plan. You need an ongoing system to stay on track with the tasks you need to complete.
I recommend that you take a look at using a system like Evernote to stay organized. I've spoken many times about my love for Evernote, and it's for a reason! Evernote makes it easy to keep everything all in one place that you can access on your phone or computer.
So, let's say part of your real estate marketing plan is an emphasis on social media marketing. In Evernote, you can make "notes" specifically designed to help you stay on track. One note might outline your overall social media strategy so you can refer back to it. Another note can hold all of your social media assets like the photos you've taken or captions you've written to use later. Next, you can assign yourself daily, weekly, or monthly tasks. That way, you don't forget to post on social, and you have all your social media resources in one location, saving you time. (Try Evernote for Free here.)
While I like Evernote's multi-use abilities, the best system for you is the one you're going to use. If you want to schedule your marketing tasks directly into your calendar, do that! Avoid getting overly complicated because that will slow you down, and you'll be less likely to use it moving forward.
What you're looking for is a system that reminds you of what you need to do, a place you can keep info, and the ability to mark tasks done, so you stay on track.
If your Realtor marketing plan stays in a file on your computer or in a drawer on your desk, it's not going to help you build your business!
2) Find a like-minded accountability partner
Even with a solid real estate marketing plan and a system in place to stay on track, don't feel like you have to go at it alone! Connect with somebody who is as dedicated to their business as you are and become accountability partners.
Let's be real - there will be times where you don't feel like putting in the work. There will be other times where you feel too busy to get it all done. And there might be times where you're feeling discouraged about your progress.
Recognize that your motivation might ebb and wane throughout the year. You're going to get busy, and you could potentially get distracted and fall off track.
That's where an accountability partner comes in! For the days when you're feeling off, they're there to help cheer you on. When you might have skipped doing something, they're there to hold you accountable. If you meet with an accountability partner briefly every two weeks or once a month, you'll be more likely to accomplish your own plans. Even a simple check-in can help keep you going because you don't want to show up saying, "I didn't do anything."
While I was creating my IG Unlocked Instagram marketing course, I was part of an accountability group. And the biggest benefit to me was the shared experience. We were there to answer each other's questions, bounce around ideas, and be "in it" together.
So, see if somebody in your brokerage would be interested in partnering with you OR head to Instagram and find a new Realtor friend online!
3) Plan for experimentation and new opportunities
A rigid real estate marketing plan is one that will quickly crumble. While I want you to have a plan, I also want you to leave some planned wiggle room.
We don't have crystal balls into the future, and there might be an upcoming opportunity that you want to take advantage of. Just think back on the last couple of years. We had no idea what was going to happen at the beginning of 2020 and the global impact of COVID. Around the same time, TikTok exploded, and Instagram introduced Instagram Reels that summer to compete. Short-form video probably wasn't on many people's minds two years ago. Now, major brands are investing in campaigns specifically for this type of content - short, fun, vertical videos. (Learn how to create an Instagram Reel for Real Estate here.)
You don't want to pass up on a marketing avenue that could work for your business because you didn't plan for it. Next year, you might have access to a new program for buyers and sellers that you want to promote. Or maybe there's a change in the market conditions you want to capitalize on. Leave room to try new opportunities and to experiment with what works.
Now, this can easily become an excuse to not stick with a plan. To combat this, actively plan for experimentation. For example, in your marketing budget, you could set aside 90% of your funds for your pre-determined plan and then use the other 10% to spend on experimenting. That way, you can find out if a higher-end listing video gets you the ROI you're looking for in your market or if your new Facebook ad spend is getting you results.
You can do the same thing with your time, because as I always say, "your marketing budget is both your time and money." Let's say you actively time-block to spend 5 hours a week on your marketing or 1 hour a day. You could spend 4 hours doing what you need to do and 1 hour trying something new like creating an Instagram Reel.
This system allows you to experiment to find new opportunities, but it also discourages you from distractions!
4) Improve Your Skills by Investing in Paid Marketing Trainings or Courses
One of the best ways to stay motivated throughout the year (while sharpening your skills!) is to invest in real estate marketing trainings.
Over the years, I've come to realize that I'm obsessed with learning - and that obsession isn't a bad thing. I honestly believe it's helped lead to success in my career.
Because I'm constantly challenging myself to stay on top of trends and dive deeper into concepts, my marketing improves. Likewise, your marketing will improve the more you know! You'll spend less time spinning your wheels and more time getting results. Now, I love that you're here with me right now reading the blog. And I'm right there beside you, listening to shows, watching videos, and doing Google searches.
But I'd also encourage you to invest in paid programs as well! While there is a lot of valuable content for free online, the very best real estate marketing trainings can be an investment. And here's why you should consider making that investment:
You're more likely to attend the training. How many free webinars have you registered for but never attended or watched the replay for? I'm guilty of this one myself. But if you pay for it, you'll be there ready to learn and absorb the knowledge.
Paid trainings can save you time. Part of the value of a paid training is that everything you need to know is all in one place. That way, you're not wasting your time watching YouTube videos or reading articles that don't give you an actionable plan to move forward.
You'll have an action plan to implement what you learn. Most paid trainings give you a framework to implement what you learn. That way, you can walk away with a plan in place to get the results you're looking for. There's no point watching hours and hours of videos on social media marketing if you're not implementing what you're learning. Many paid programs give you a plan (or at least the motivation!) to take the next steps.
That's exactly why I created IG Unlocked for Real Estate, my Instagram marketing course. While I have dozens of free resources about social media marketing and Instagram, this one program takes you step-by-step through how to effectively grow your business using Instagram. - Click here to learn more & join me inside IG Unlocked for Real Estate!
5) Make sure your plan includes what you love
You will not stick to your marketing plan if you despise the tasks and action items you need to do. You'll think of every excuse and reason not to do the work, and it's human nature.
So, if your real estate marketing plan includes cold-calling or door-knocking and you'd rather do anything else...then guess what? You'll do anything else to avoid those tasks!
Instead of filling your marketing plan with strategies "you should do," make sure you are including strategies you enjoy doing. You can still be strategic and successful by choosing platforms and marketing avenues that make you excited. For example, I personally prefer Instagram over Facebook marketing. So, while Ideas for Real Estate is on Facebook, my attention and efforts are placed on Instagram. There's opportunity on Instagram, and it works for my business in addition to being my preference.
The same might go for you. What do you enjoy doing? What social platforms are you on the most? Is there something you're interested in? If you've never done video marketing before but find the prospecting exciting, see if you can't work it into your strategy to attract more home buyers and sellers.
Look at your end goal, and know there are many paths that will lead you there. And if you include marketing strategies you love, you'll be more likely to follow through. (Consistency is key for successful marketing!)
6) Leverage resources and enlist outside help
You don't have to go at it alone! If you are relying on yourself to create all of your real estate marketing collateral, come up with strategies, implement all of your ideas, stay up-to-date everywhere, and manage your daily transactions and customers, tasks will fall through the cracks! That's a lot on one person. So, don't go at it alone!
The first place I would recommend you start is by doing an evaluation of all the marketing collateral, resources, and services at your disposal. Are you fully aware of all that you have access to? Start by reaching out to your brokerage and make sure you have access to everything provided. For example, you might have 'update your listing presentation' on your to-do list to, and they released a new listing presentation that you missed in your full inbox.
Likewise, you might have access to marketing & tech support that you don't take advantage of. Other resources outside your brokerage to check are your local real estate board and even your state's Realtor association. Here in Florida, Florida Realtors releases to members valuable market content in the form of videos and graphics that I know many agents miss out on. That's content that could be repurposed for social media, email marketing, and even their websites!
After you've reviewed all that you currently have access to, then determine what you need additional help with. And get help!
Here at Ideas for Real Estate, I can help you through my monthly marketing membership - The Marketing Suite! Members get monthly social media content and email newsletters. Plus, marketing trainings to level-up your strategy, and a dashboard full of marketing templates (like postcards, sphere marketing, listing marketing, and website templates to name a few), tutorials, and so much more!
Whatever you do, don't go at it alone. See what resources you already have at your disposal and enlist help where you can.
7) Continuously track the ROI of your efforts
The end of the year is when many agents review the ROI of their marketing efforts. Don't wait to do this!
Instead, incorporate tracking into your ongoing real estate marketing plan. That way, you're able to determine month by month if your efforts are working. This ensures that you are using both your time and your money most effectively. It also allows you to pivot along the way.
If you've planned for $X of Facebook ads each month and you see the results aren't working, then it makes sense to change what you're doing. On the other hand, if you plan to call 25 past customers every month and find that it's generating business, keep doing it.
There's no better motivation for sticking to your marketing plan than clearly seeing your results! And sometimes, it takes time to get momentum going. Tracking makes it clear to see what's working and what's not. So, if your marketing plan includes goals (which I hope it does!), track it along the way.
Keeping Momentum Going
Your real estate marketing plan should be your guide to help you reach your business goals. It's not there to chase vanity metrics (such as likes on a photo) or to distract you. Use your real estate marketing plan to empower you! Start with what you're looking to accomplish in your business, then create your real estate marketing plan to support your ultimate goals. The best plans are the plans made specifically for your unique goals, business, market, and customers. So, take the time to create your plan, then follow today's tips to help you execute.
To recap, today's tips:
Get your marketing plan into a trackable, daily system
Find a like-minded accountability partner
Plan for experimentation and new opportunities
Improve Your Skills by Investing in Marketing Trainings and Courses
Make sure your plan includes what you love
Leverage resources and enlist outside help
Continuously track the ROI of your efforts
Now, get out there and make it happen in your marketing, business, and life! I'll be right here to support you along the way!
Helpful Freebies to Download:
Learn more about real estate marketing planning and organization:
How to Use Evernote + The Full Focus Planner for Real Estate Success
3 Top Real Estate Marketing Tools for Organization, Branding, and Social
UP NEXT:
It's time for seasonal marketing! Fall-themed real estate content and marketing on social media is not only trending, it also works in your Instagram Reels, posts, carousels, and more. The secret is to customize this content with photos and videos of you. So, in today's episode, let's plan an easy fall content shoot for you as a REALTOR to use in your marketing strategies this season!