We’ve been talking about Real Estate Utopia, which exists in agencies where everything is desirable or near perfect for all its members. A Real Estate Utopia is possible if you commit to the concept. It’s also essential if you want to have a highly successful agency.
In a Real Estate Utopia, the entire staff is euphoric. We’ve talked about how to make you, the producers, the administrative team, and bean counters euphoric. We also talked about what makes property managers euphoric. Now we want to focus more closely on the Real Estate Marketing Team.
First, your Real Estate Utopia must have a real estate marketing team. If you don’t have a marketing team in your Real Estate Utopia, then you are nuts. The marketing team helps drive euphoria for the entire staff. The marketing team will create a situation where your agency has more leads than you actually need. Having all these leads ensures desirable conditions for the whole agency staff. Leads and new business equals more money. More money makes everyone happy.
In Real Estate Utopia, you’ll want to keep your marketing team in a euphoric state. So how do you do that?
Keeping Your Marketing Team Happy
I started off as my own marketing team, so I know what keeps a Real Estate Marketing Team happy. When I was in my own marketing team, one of the most important things to know was that my efforts created value and leads that turned into revenue for the business. I believe this desire drives all marketing teams. Team members want to know that they effectively contribute to the agency’s bottom line. They also want to be rewarded and recognized for that contribution.
Systemising Marketing
Your marketing team will create more value and revenue if your marketing is systemised. In a systemised process, every component will move seamlessly from content creation, to design, to implementation, to testing, and, finally to going live. The goal is for the system to work so smoothly that marketers don’t have to spend undue time on the process and can focus more on substance. They don’t have to pull their hair out at night because the marketing concept is stuck in design. They’ll be happier.
Another benefit of systemising marketing is that all efforts be measurable and reportable. The marketing team and everyone in the agency will be able to easily see the effects of each marketing component in generating leads that were later converted to sales.
Having measurable and reportable goals gives clear direction and focus. The Real Estate Marketing Team knows exactly how they create value. When your marketing team is attached to the outcome, they can see their results. They know what has worked well. They’ll be euphoric because they’ll see how what they do contributes to the agency’s success!
When you have a systemized marketing operation, you’ll also be able to take other actions to make your Real Estate Marketing team even more euphoric. You’ll be able to link compensation to outcomes. In doing this, you’ll be able to remove the ceiling for their earnings. The more their efforts generate convertible leads, the more money they will earn. They immediately see their connection to your agency’s success and how your success is their success. They’ll be motivated to generate even more leads that your producers can close.
It’s Up to You
So, now you know the importance of systemised marketing. You’ve also learned about all the ways to make your staff euphoric. Now, it’s up to you to commit to making your agency a Real Estate Utopia.
