The lack of marketing activity that is killing your business.

As an agent, the one word the may differentiate good and bad agents could be as simple as the word 'activity' - now, that isn't to say that just doing anything will ensure you are successful, but what you will find, is the agents that are basically kicking more goals than anyone else, are the agents who have a structure around there activity. So what activities do you need in your weekly routine.

1. AEDM- Most people will be familiar with the concept, eDM, for those who aren't this is a simple way to say email marketing, however there is a valid reason there is an A added to the front, it stands for automation. As an agent, being autonomous is essential, and implementing routine is even more so. Make sure you have automation in your execution to ensure that what you send out has a pattern, let people expect your content at the same time and place weekly, to ensure you get cut through. 

2. Research- it's not a sexy word, but think of things this way, you can send out a bunch of emails and have people just send them to junk, or you can send something of value. How do you find what is of value? Ask your target market, the best way to start is at every OFI, have a sheet of five questions and ask some really basic questions around what content would they like and how often. This will mean you can say that 'as per your request to receive content based around ....... I am providing you with an update on ....... - consumers are more likely to take it seriously if they felt they asked for it. 

3. Variation and measurement- marketing is not about doing a bunch of stuff that people see, rather doing a bunch of stuff, measuring it's concept of success and then repeating or changing according to the results. Every piece of content needs to ask the person to do something, in simple terms, a CALL TO ACTION. What do you want the person to do after reading? A great CTA is to ask them to update you where they are at in their property search and if their needs have changed, this will provide another form of contact and keep you connected, having you top of mind for when they want an agent. 

4. Customisation- none of what has been mentioned is worthwhile if you can't personalise an experience. Every bit of content needs to revolve around a personal theme to the individual, you need to group your audience in to categories as to why they want to hear from you, and how this communication will help. If you have a set of investors, create content around why a listing is a good investment, not a good property, if you have a set of home buyers, explain the ability in how this home helps raise a family and it's ability for change as the family dynamics change. Don't assume one message fits all, it doesn't and what is a great home for an investor, can be an equally great home for a family, if explained correctly. 

5. When do people want to read about property and find out more? When they want to be distracted, so send your messaging around when people are going to want to read your messages. Research indicates 9:00am is a great time to send eDM's, why? Because people have started the working week, and want to delay their obligations to start work- therefore send communications when people will read them, and use a drip campaign that has thought behind it. Are all your customers big spenders with little time? if so, send an eDM at 6:00pm when their day is wrapping up. Put smarts in to sending these messages, and ask them when they would want it.