Plan Three: For an Already Successful Salesperson Who Wants to Become a Star (Continued)

Month Three

1. Begin running your newspaper ads.

2. Week one, run your full-page personal marketing ad.

3. Week two, run your first quarter-page direct response ad.

4. Week three, run your one-half page personal marketing ad.

5. Week four, run your second quarter-page direct response ad.

6. Begin running your TV spots. Run 10 to 20 spots every other week

7. Begin your e-mail farming program.

8. Once a month, send out a “Just Listed” piece to establish a sense of activity in the market that may prompt other potential sellers to act.

9. Once a month, send out a “Just Sold” piece with information on sale price and time on the market. Once a month, send out your e-newsletter

10. Send out a personal letter to past clients once a month. Include updates on real estate market activities, as well as personal information about events in your life and in the community. Sharing some level of personal experience with clients helps you create a specific identity with them and makes them feel that they know you. For example, one client who works in a resort area described the experience of seeing an elk on her way to work. The episode gives her a chance to share her personality as well as reinforce one of the main attractions of her market.

11. Begin tracking the response to your new advertising program. After two weeks, generate a report to be sure that data is entered correctly.

12. Select and work with a public relations professional to develop a PR campaign. Plan on sending out two news releases a month. Topics should be of interest to the community, such as local market trends, new home design ideas, and preparing your home for a seasonal change. Send out releases about your major achievements—awards, speaking engagements, educational achievements.

TIP: Get to know the local media's real estate editors personally. Once they know you and trust your reliability, they will begin calling you. Call once a month and ask what stories they need assistance on. If you recognize a new trend, call one editor and give him or her the information. Your PR professional may make initial contacts and then refer specific interviews to you.

TIP: When you call editors, ask if they are “on deadline.” If they are, ask when it would be better to call them.

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