MARKETING ROUTINES
STARTING AT 4PM CENTRAL
MARKETING ROUTINES
KIM LUCKIE DIRECTOR OF MARKETING ERA AMERICAN REAL ESTATE
Relying on random acts of marketing.
DRIVERS OF MARKETING CHAOS
Slow adoption of new techniques. Too much change. Not enough change. Not enough
ROUTINES VS. HABITS
Habits happen whether we like it or not.
It’s hard to create a habit and harder to break a habit.
The difference is intention.
Listen
5 ROUTINES
Build
Measure
IN YOUR MARKETING SYSTEM
Plan
Adapt
ROUTINE FREQUENCY Frequency
Listen
Daily
Weekly Monthly Annually
Measure
Adapt
Plan
Build
LISTEN Daily
WHO AM I LISTENING TO? • Your audience • Your evangelists • Your friends, family • People who respond to your stuff • People who inspire you
Introductions
Goal: Create a business opportunity.
You cannot force someone into the next step in the funnel.
Opportunities
Goal: Generate a two-way conversation.
Conversations
Goal: Get into an appointment.
Appointments Goal: Get into a transaction = Sign a listing agreement, sign a buyer agreement, or start showing houses.
Transactions Goal: Close the transaction.
Closing
• 30 minutes Daily • Check all social notifications and respond to everyone
LISTENING ROUTINE
• Create a FB list of top priority people. Scroll through their content and comment, like, react, or share. • FB Messenger – Set autoresponders AND respond live within 24 hours, minimum. • Look at reviews and surveys as soon as they come in.
MEASURE Weekly, Monthly, Annually By campaign, media, platform, intention
WHEN
Before Campaign
After Campaign:
Know what you’re trying to do Know which metrics are available
Collect and reflect
QUALITY VS VANITY METRICS
Quality
Vanity
Strongest indicators you are moving toward your goal.
Make us feel good, but don’t move us closer to our goal.
Introductions
Goal: Create a business opportunity.
Choose metrics from the funnel
Opportunities
Goal: Generate a two-way conversation.
Conversations
Goal: Get into an appointment.
Appointments
Goal: Get into a transaction = Sign a listing agreement, sign a buyer agreement, or start showing houses.
Transactions Goal: Close the transaction.
Closing
Reach vs. Audience MY FAVORITE MEASUREMENTS
Rotation vs Audience Conversations & Opportunities
MEASURE YOUR TIME
Time to build
Time to plan
Weekly: 15-30 minutes
MEASURING ROUTINE
• • • •
Gather stats on each active campaign Put it into ONE workbook Gather production stats Put into ANOTHER workbook
Monthly: 60-90 minutes • Compile stats and compare to other business stats: (leads, conversations, contracts, leads, Google analytics, spend, etc. • Highly recommend 12-month rolling stats. Annually: 1 hour • Focus on the big swing metrics.
ADAPT Weekly, Monthly, Annually
YOU ARE NOT YOUR TARGET CUSTOMER
Listen
Measure
Adapt
WHAT TO ADAPT?
YOUR PLAN
YOUR EXPECTATIONS
LEARN NEW THINGS
Weekly: 30 minutes • What are you doing that’s working? Not working? • What are people talking about? • What’s inspiring you?
ADAPT ROUTINE
Monthly: 60 minutes • What are other industries doing that you could make your own? • How are other industries telling their story? • What do you need to stop doing forever? • Design content and campaign tests. • Classes and webinars
Annually: 2 hours • Focus on the big ideas.
PLAN Monthly, Annually
Financials and budget
Platforms
Media
Onboard customers and staff
Service customers and staff
Goals for everything
WHAT TO PLAN
Monthly: 60 minutes
PLAN ROUTINE
• • • •
Review monthly goals Plan content and listing marketing. Review budget and allocate. Review customer onboarding.
Annually: 2-8 hours • • • • • • •
Business goals. Plan sources of business. Financial plan. Media plan. Brand review. Messages and stories to tell. Onboarding plan.
BUILD Weekly, Monthly
SO MANY THINGS YOU CAN BUILD
Advertising
Communications
Creative Design
Market Research
Targeting TOMA Lead-Generation & Referrals Listing Syndication Sponsorships
Branding Public Relations Social Networking Events
Copywriting Graphic Design Video & Photography
Audiences Customer Profiles Market Data Behavioral Data Competitive Research
Weekly: 2 hours
BUILD ROUTINE
• Build your weekly schedule • Plan event promotion
Monthly: 2-8 hours • • • • •
Blog posts Videos (taped, outlines for live) Static content Evergreen content Repurpose content
ROUTINE FREQUENCY Frequency
Listen
Daily
30 min
Measure
Adapt
Plan
Build
Total
30 min
Weekly
30 min
30 min
Monthly
1.5 hours
1 hour
Annually
1 hour
2 hours
2 hours
3 hours
1 hour
8 hours
11.5 hours
8 hours
2 hours
13 hours
Listen
5 ROUTINES
Build
Measure
IN YOUR MARKETING SYSTEM
Plan
Adapt