Session #5: Marketing Strategy
Leveraging CMcETools to Create a Comprehensive Marketing Plan
Why Multi-Channel Communication Matters
● Buyers and sellers consume information differently
● Repetition across platforms increases engagement
● Consistent messaging builds trust and brand recognition
● Integrated tools improve efficiency
● Analytics drives better decision-making
In real estate, being an agent is like running your own small business, and differentiating yourself is key to attracting clients, building trust, and generating referrals.
How do you market yourself to make those connections and stand out?
What is an Agent Persona?
● A persona is a profile of the type of agent you are, your natural strengths, marketing style, and approach to clients.
● It shows how you connect with buyers, sellers, and your community.
● Think of it as a map for your marketing choices: it helps you decide what strategies will work best for you.
Let’s chat Personas
Understanding your marketing persona isn’t just a fun exercise — it’s strategic and practical.
Clarity in Strategy
Align Your Strengths With Your Business
Deliver a Better Client Experience Improve Efficiency and ROI
Helps you identify which marketing tactics will work best for you and your strengths.
Instead of trying to do everything at once, you can focus on the approaches where you’ll be most effective and efficient.
Each persona comes with natural strengths and weaknesses.
By identifying your persona, you can leverage what comes easily to you and address gaps that might be holding you back.
Your persona shapes how you show up to clients.
Understanding it ensures your marketing, communication, and service style matches what your buyers and sellers value most.
Instead of spreading time and budget across every tactic, a persona-focused strategy helps agents invest in what works, reducing wasted effort and improving results.
QUIZ TIME!
What is your Agent Persona?
Community Connector
Builds business through community involvement and visibility. Everyone knows them in the neighborhood.
Key Qualities:
Event-focused, sponsors local causes, highly visible, trusted, relationship-first
SOI Nurturer
Grows business from past clients and referrals through personal connections.
Digital Analyst
Uses technology, analytics, and digital tools to generate leads and track results.
Geographic Farmer
Dominates a specific area with consistent marketing and local knowledge.
Key Qualities: Warm, client-focused, high touch, thoughtful follow-ups, repeat/referral oriented
Key Qualities: Tech-savvy, organized, strategic, scalable, measured performance focus
Key Qualities: Consistent, predictable, local-focused, strong direct mail + social, long-term presence
Knowledge=Strategic Decisions
By knowing your persona, you make intentional, confident choices, instead of guessing what might work based on someone else!
● Which type of marketing fits your needs (ActivePipe blast, farming, social media presence)
● What events or campaigns to consider (direct mail, client appreciation, advertising)
● How to interact with clients and prospects
● How to grow or pivot your business in a way that feels natural
Reflecting…
Your Marketing Strategy
● Now that you know your persona, do you see any holes you need to fill in your marketing?
● Are there areas where your strategy could be more consistent or more effective?
Self-Assessment
● Do you see yourself in the strengths and weaknesses of your persona?
● Which traits or habits could you adopt or improve?
Client Perspective
● From your buyers’ and sellers’ point of view, what persona do you think they need to experience?
● How could adjusting your approach benefit them?
Actionable Takeaways
● What is one thing you can implement this month to better align with your persona?
● Are there tools, habits, or touch points you can add to strengthen your weaknesses?
Let’s Create a Plan Together!
1. Set Goals
● What do you want to accomplish this year?
● What’s your budget?
● Who’s your target audience?
2. Decide on Tools: eCorcoran Applications, ActivePipe,
3. Use a Monthly Action Tracker or Marketing Calendar
Monthly Action Tracker & Marketing Calendars
Monthly Action Tracker
● Checklist for accountability
● Helps set monthly goals + budget
● Ensures your reaching all aspects of marketing
Yearly Marketing Calendar
● Visual-aid to assist with the gaps in your marketing plan
● Stay consistent throughout the year
● Help maintain budget expectations
How do we combine our efforts to achieve results?
Marketing Coordinators:
• Brainstorm and create a custom marketing plan based on agent’s persona
• Communicate new marketing tools + training, corporate programs, etc.
• Design and order marketing materials
• Stay up-to-date on latest marketing trends
Agent:
• Provide insight on your target market and what you would like to achieve
• Create a budget for listing/agent branded marketing efforts
• Follow-up with marketing on custom projects; allowing 1-2 weeks for deliverables
• Schedule marketing meetings regularly to discuss strategy
Personal Marketing Maintenance
● Set time each week to devote to marketing planning.
Ex:30minuteseveryMondaymorningat9:00am
● Keep your SOI updated: Add/Remove client information regularly
● Assess what’s working and what’s not and pivot Which emails performed best? Which social posts had highest engagement? Which sources generated most leads?
Thank you!
Any questions?