A Winning Personal Marketing Plan

By Kelly Quigley, REALTOR® Magazine

Fundamentals of Marketing for the Real Estate Professional by Doris Barrell and Mark Nash (Dearborn Real Estate Education, 2005)

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When you’re getting started in real estate, creating a strategic marketing plan is one task you don’t want to rush. This book ensures you’ll cover all the bases by providing a clear roadmap to effective marketing and branding, with some classic marketing strategies mixed in with newer approaches that have emerged with the Internet’s prominence. The authors offer step-by-step guidance on creating a professional image, writing press releases, advertising through various media, and evaluating the results of your marketing plan. Field exercises at the end of the book correlate to each chapter, providing a good way for rookies to put their new plans into action. “It is your knowledge, your enthusiasm, and your dollars that go into making your real estate marketing plan a winner,” the authors write.

Tips From the Book:

  • Brand yourself through professional correspondences. Until your clients indicate a more relaxed tone is acceptable, you should keep your e-mails somewhat formal and concise. Use a professional-looking fax cover sheet and a letter template that reflect your personal marketing style. Over the phone, always identify yourself and greet the other party with an energetic, professional manner. Return communications as soon as possible. Most people appreciate a return call, message, or e-mail on the same business day.
  • Sponsor an organization or event. Every organization needs financial aid. You can always place an ad in their programs, but consider sponsoring an actual event or team to really get your name out in the community. As a sponsor, you can offer to buy T-shirts and/or caps for a bowling league, charity golf outing, school band, or even a neighborhood watch group. Show your support by attending events and getting to know the participants and their families.
  • Make open houses into twofers. Make yourself and your style of marketing memorable to all visitors of an open house that you host. Provide information not only about this particular listing but also other listings you have that are in the same area or price range. Make the information eye-catching—not just MLS printouts. Also plan something distinctive—whether it’s providing seasonal treats or activities—that will make your open house stand out in the minds of prospects.