A successful brokerage aligns its marketing efforts with clear sales goals. This ensures every campaign, ad, and outreach activity serves a purpose: generating leads, nurturing relationships, and closing deals. Here’s how to create a seamless connection between marketing and sales.
1. Create a Brokerage Marketing Plan
A well-structured marketing plan provides clarity and direction for agents.
2. Define Clear Objectives:
Tie marketing activities to measurable goals like increasing website traffic, booking more appointments, or improving lead conversion rates.
3. Assign Roles and Responsibilities:
Clearly outline who is responsible for creating, implementing, and monitoring marketing efforts.
4. Develop a Multi-Channel Strategy:
Combine digital advertising, social media, email marketing, and traditional methods for a comprehensive approach.
Example: Use Facebook ads to generate leads and email campaigns to nurture them.
5. Provide Workbooks and Tools for Agents
Empower agents to plan and execute their marketing strategies with practical resources.
Daily and Weekly Checklists:
- Include tasks like posting on social media, following up with leads, and updating CRM entries.
Seasonality Planning:
- Help agents adjust their activities for busy and slow seasons with worksheets to predict seasonal fluctuations in lead volume.
Personal Development Plans:
- Encourage agents to include personal growth goals, such as improving negotiation skills, attending networking events, or learning to use advanced marketing tools.
Bonus: Integrate Marketing Tools for Seamless Execution
Tools like those offered by MoxiWorks simplify the process of aligning marketing and sales:
- MoxiEngage tracks leads and ensures agents stay on top of follow-ups.
- MoxiImpress automates listing materials, saving time for prospecting.
- ActivePipe nurtures leads with personalized, automated email campaigns.
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The 2025 Real Estate Marketing Playbook is a comprehensive guide designed to help broker-owners and mid-sized brokerages master modern real estate marketing strategies, align marketing efforts with Gross Commission Income (GCI) goals, and ensure their agents succeed in today’s competitive digital landscape.
