Summary
This is the marketing plan for Nick Fundytus
Who is this for?
This plan is for the lead and admin, as well as collaborators who may need to understand specific aspects (for example, the expectations of how a blog is written).
Description
Purpose of the Marketing Plan
To grow my business into a team so that I have dependable, scalable income and increased leisure time.
Objectives - What am I measuring?
To get 10 quality leads/month from my website
30+ referrals/year
25+ listings/year
500K Gross Annual Commission
Improve likeability, trustworthiness, and demonstrate skill at scale.
Background - What have I been doing?
Previously, marketing was a mix of marketing/service and sales
Too many “random acts of marketing” were occurring without a holistic plan
I was losing weaker leads as they are not being nurtured and converted
I have a clear brand (“people first”) that I can build upon.
Competition - Who is my competition?
My competition comes in a few archetypes:
“Rob”
Has an established neighbourhood presence
Skilled and experienced
I have to beat this archetype based upon my preparedness and clear system.
“Jen and Diane”
Huge marketing budget
I have to win on personal service, focus on client, education
Will win on systems and level of attention
“Gab”
Young and fun
Real estate pedigree
Has some systems
Will beat him on organization
Not my Competition
Re/Max Core
FSBO’s - (purplebricks, grapevine, comfree)
Investor Agents (not the same clients as mine)
Gimmicky agents
Strategies - How do I reach my clients?
I have three main types of clients
Past Clients and Sphere of Influence
Sellers
Buyers
Past Clients and Sphere of Influence
Along with Sellers, this is the type of client where I should be expending 75% of my marketing effort. Past clients and SOI are my most valuable connections and create the best quality opportunities at the lowest cost. My SOI is ranked by priority in my CRM. I reach them by:
Pop-bys and events
Personal Notes
Calls
Socializing
Print Newsletter
eNewsletter
Sellers
Sellers are the second-most valuable type of client to market to. A seller with a listing allows me to generate buyer and seller leads and demonstrate credibility by doing (social proof). I reach them by:
Social funnel to web
Strong conversion plan and sales plan
utilize the life cycle of the sale to create many touch points and opportunities for marketing.
Buyers
Buyers are some of the least expensive leads to generate, but often take the most time to convert. I reach them by:
Social funnel to web
Byproducts of other marketing
Open Houses
Strategies - What principles am I basing my strategies on?
Marketing can build a brand, drive leads or nurture leads.
I use a hub and spoke model with my website as the hub.
This is a weatherproof strategy. I control the site and can adapt to new channels for the spokes as the social landscape changes.
By focusing on my blog/video blog at the hub, I can create a unified look for each marketing effort.
My strategy is multi-channel:
Facebook Profile
Facebook Professional Page
Facebook Group
Twitter
Instagram
Instagram Stories
LinkedIn
Email Lists
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