By Andrew Eberting
If you handle marketing or create content for your brokerage, have we got a treat for you. Incorporating a folder architecture and file naming convention for your brokerage’s data management system can do wonders for boosting brokerage efficiency and agent productivity.
Setting up a standardized way of naming and finding all brokerage assets and collateral can make your brokerage look – and act – like a well-oiled machine. Plus, there’s an added benefit: tears of joy and applause from all your colleagues. This simple act can have far reaching effects top-down and back again.
At MoxiWorks, we utilize a naming convention and folder architecture derived from Platform as a Service (PaaS) best practices. Here is a sneak peek into how we use folders across a number of our teams and help to keep everyone sane.
Parent-level (team) Folders
In our ecosystem, there are platform components where teams utilize common tools. To help each easily distinguish “where to play,” we start with parent or “team-level” folders.
- Account Management
- Relocation Services
By calling out these folders initially, each team can easily navigate to their pertinent place of truth.
Child folders are those that live within the parent or team-level folders. As a best practice in the marketing team, we name child-level folders to align with either asset or marketing channel type.
Marketing (Parent Folder)
- Calendar: Launch dates for campaigns and programs with parents, vendors, internal, etc.
- Campaigns: Years, type/channel
- Content: Images, videos, collateral like case studies, infographics, white papers, Bit.ly links, etc.
- Emails: Sent emails, draft emails, and email templates
- Landing Pages
- Search Marketing: PPC, Google, Bing, Paid Social Etc.
- Social Media: Content media posts, copy, mockups, etc.
Grandchild and Great Grandchild Folders
I know what you are thinking right now: “you guys have a lot of folders!” Yes, we do, but it keeps us extremely organized and our productivity up!
Grandchild folders nest under the child folders. An example would look like this:
- Campaigns (Child)
- 2015 (Grandchild)
- 2016 (Grandchild)
- 2017 (Grandchild)
- 2018 (Grandchild)
- Advertising (Great Grandchild)
- Blog (Great Grand Grandchild)
- Direct Mail (Great Grandchild)
- Email (Great Grandchild)
- Public Relations (Great Grandchild)
- Seminars/Trade Shows (Great Grandchild)
- Social Media (Great Grandchild)
We utilize channel at the great grandchild level to quickly navigate between past and present for easier benchmarking and reference of initiatives Year-over-Year.
Naming Conventions for Assets and Collateral
Just like your folders have a naming structure and architecture, so should your files. First, you should define which types of files need naming. For marketing assets, here are some suggestions:
- Header: Email headers images
- Footer: Email footers images
- Content: (White papers, case studies, flyers, onesheets, etc.)
- Social Icon: Images for your social media channels
- Logo: Brokerage and partner logos
- Ad: Digital advertisements for PPC or paid social
Here are some working examples how you might be able to customize naming for your own brokerage:
[File Type] [Purpose or Name] [Intended Audience] (where applicable)
Header – 2018 Market Trends Webinar – Real Estate Agents.png
Content – Brokerage Communication Success Guide – CMOs.pdf
Content – Agent Success White Paper – Agents.pdf
Logo – 2017 Your Brokerage Here – Large – New Prospects.png
No two brokerages or teams are alike, so, what works for you may not work for someone else. So, figure out what best aligns within your own organization.