A real estate marketing plan is a comprehensive document that defines your marketing goals, SWOT analysis and budget for the coming year. The goal of a real estate marketing plan is to build a concrete plan of action for your business’s marketing efforts in order to take your business to the next level.

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GOALS

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Business Goals - A business goal is a realistic accomplishment or target you want to achieve by December 31, 2023.

 

Business Goals Examples for 2023:

     • Close XX in sales

     • Earn XX in commission

     • Sign XX listing agreements

     • Work with XX buyers

     • Increase Sphere of Influence by XX Contacts

 

Strategy Goals – A strategy is the approach you take to achieve a business goal.

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Strategy Examples for 2023:

     • Use social media to win more listings

     • Update your mailing lists weekly

     • Build your personal brand

     • Follow up on online leads

     • Host client events and/or educational events

 

Tactic Goals – Tactics are the individual steps and actions you take to achieve your business goals.

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Tactic Examples for 2023:

     • Reach out to five contacts every day

     • Send CMAs to five perspective clients every week

     • Schedule/Post on social media 3-5 times a week

     • Send Postcards/Mailers to your farm

     • Create and share local market reports

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SWOT ANALYSIS

 

The primary objective of a SWOT analysis is to look at internal and external factors that influence your business's successes and shortcomings. The results assist us in our marketing planning.

 

Strengths: Internal attributes and resources that can help you achieve your goals.

 

Strengths Examples:

     • Strong online reputation (reviews, followers, etc.)

     • Technology savvy

     • Recognized brand and identity

     • Contact lists organized and updated regularly

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Weaknesses: Internal attributes and resources that work against you and your goals.

 

Weakness Examples:

     • No sphere of influence

     • Lack of self-confidence

     • Poor time management

     • Unorganized

 

Opportunities: External factors that you can capitalize on or use to an advantage. What’s happening in the market? What resources do you have?

 

Opportunities Examples:

     • Low mortgage rates

     • Leverage Coldwell Banker Realty’s history, strength, and global presence

     • Utilize Coldwell Banker’s technology, tools, and training

     • Expired listings, foreclosures, short sales, FSBO

 

Threats: External factors that could jeopardize your success.

 

Threats Examples:

     • Low inventory

     • Economic times

     • Rising interest rates

     • Competition

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BUDGET

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Once you have set your marketing budget, you can then strategize how to use it to get the best ROI (return on investment).

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Expenses Examples:

     • Property Marketing

     • Multi-Media (photos, video, social media content)

     • Print Advertising (postcards, brochures, mailers)

     • Online/Social Media Ads

     • Events/Sponsorships

     • Business Cards, Flyers and other printed materials

     • Website Domain

     • Marketing Assistant

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Ariana Berta

Posted 12/9/22