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

• 20+ listings/year

• 350K 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