At the start of each year, I get questions about when agents should kick their marketing into high gear so that they ensure that they have a great spring selling season.
My answer, backed up by a huge amount of research data, is 90 days before the start of your peak season. Unfortunately, most agents wait until the spring season starts, to start their marketing. About 70% of sellers start researching their options between two and four months before they list. Yes, that means that 30% wait until the last minute and you will still generate business from starting your marketing late, but make no mistake it will cost you a lot of commissions.
Some of my one-on-one coaching clients have had great success this month mailing out Powerkards and running Facebook Ads advertising a Free Prelisting Home Preparation Guide and or a Free Home Inspection.
The key to this type of marketing is making sure you have the follow-up systems in place so that every lead you generate now gets followed up with two or three pieces a month for the next six months. You must understand that the majority of leads generated in January and February will turn into listings in April, May, and June if you follow up consistently.
Now is also a good time to use the age old offer of a “Free Home Evaluation.” Throughout history, this time of year produces a huge number of Free Home Valuation Offers. Even though we have seen an explosion of Home Value Offers online, they still offer homeowners something they value. The most successful offers today are hyper-localized offers that imply change and also build your brand as an agent. Like the Powerkard offer we created that drives people to LagunaWoodsHomeValues.com.
Remember that when you start marketing three months in advance of your prime selling time, your marketing message should remind people that now is the time to prepare and to make sure your brand as an agent is also “Top of Mind.” Offers from well-known (branded) agents tend to produce dramatically higher conversion rates than blind (unbranded) offers.
Finally remember to make your offers (lead magnets) something consumers value, not something you as an agent believe they should find valuable. Then automate your follow up plan, so that you do not let the goodwill and leads you generate today, slip through your fingers.
Now get to work!
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P.S. I am doing a free webinar next Wednesday at 12:00 am PST. Titled How to Create a Winning Marketing Plan. If you would like to join me press this link. Click Here