It’s Friday, so I thought I’d share the best thing about Mark Satterfield’s yet-to-be-released book The One Week Marketing Plan (BenBella Books; August 5, 2014):
Thanks to Dishevelled Chic for encapsulating this excellent Downton Abbey moment.
You get the weekend off!
Of course—knowing you guys—you’ll just use that “free” weekend to hold open houses, give home tours, or create listing presentations. Such is the life of a real estate pro. But Satterfield promises that if you follow his plan Monday through Friday, your pipeline will be full enough to keep you busy Saturdays and Sundays. And let’s be honest: That’s how you like it.
In a nutshell: The book runs you through one major task each day that, if completed correctly, is supposed to generate leads all year long. I liked many aspects of this book (not specifically for real estate pros, but he does mention the industry a lot in examples and anecdotes), though there were parts that could’ve been better. Here’s a quick walk-through of what I thought of each “day” of Satterfield’s five-day week:
The first task is finding your niche, though the author is clear that this needn’t be your only source of business. Just a focus for this particular marketing campaign. Satterfield has all kinds of good advice for choosing a niche, and surprising insights into why niches do or do not work in the long run. Once you’ve selected your niche, he suggests something so simple, yet brilliant: Google it. Find out who else is serving this market and subscribe to their newsletters.
This is where you nail down the content you’re going to offer for free in order to build your contact list, and where Satterfield’s fill-in-the-blank templates come out to play. This DIY factor also allows the book to appeal across industries. After reading through the templates for describing one’s ideal clients and the building blocks of a great offer title, I was almost ready to jump in myself!
Day Three and Five
These chapters are somewhat technical, as they explain how to create a website and pay for online ads intelligently. He speaks in layman’s terms, offering a good primer for those who haven’t dived into this before, without being too basic for the more advanced readers.
This is where the fill-in-the-blank thing kind of fell flat for me. Satterfield offers up seven e-mail templates readers are told to copy and customize. Reading through the suggested copy, it sounded like the type of e-mail (and contact frequency) I would either never open or would unsubscribe from immediately. Just like anyone else, there are good and bad ways to get me interested in subscribing to marketing e-mails, and you might be able to write those yourself. I just wouldn’t lean on Satterfield’s e-mail templates too heavily.
The second half of the book is presumably meant to fill up the rest of your month. Satterfield offers some insightful marketing “boosts” via social media, direct mail, publicity, and more. I was surprised by his detailed video tips, and I think everyone should read his section on how to write a press release.
Overall, this book is a good choice for a methodical rookie looking to build a client base quickly, or someone who is ready to dive into a new niche. But for now, just enjoy your “weekend.”