When you think about a campaign, you might think about a flashy marketing piece people receive in the mail. Or maybe you think of an email campaign, sending out digital junk mail. Or maybe you think of a social media ad campaign. All of these are aspects, but there’s a little more behind a successful campaign.
I remember when I started selling real estate, I had a really bad first 6 months. I hadn’t sold anything. At the end of that six months, I realized that there should be no reason why I was failing. I was working hard every day. I was in the office and talking with lots of people. But I also realized that what I was doing lacked a targeted audience or campaign strategy. Instead, I was trying to do everything everywhere, and I was just spreading myself too thin.
Early on, I learned that in order to really make it in real estate, you have to slow down, be focused, make a plan, and follow through with your campaign. While there are many pieces in a campaign, like print marketing, digital ads, social media, and more, campaigns are the plan that pulls all those pieces together to create a unified message. Campaigns run every part of my business now. Each department has a campaign. My clients have campaigns in their businesses.
To make an effective campaign, it is essential to know who your target market is and then figure out how to make an impression on them. In today’s market, there hundreds of “impression points” everywhere we go. You get an impression of a business from a website. You get an impression of the person behind that business from their portrait or biography. All these impressions build up over time, and the more impressions you make, the easier it is for someone to feel comfortable contacting you.
That’s why running campaigns can be so powerful.
Running a business with campaigns creates consistency and focus that you can rely on. You should not be getting out of bed in the morning and worrying about where your next client is coming from. Instead, your campaigns provide a consistent stream of impressions to a targeted group of potential clients you want to work with. In the end, those compounding impressions bring in a certain amount of business every year.
That’s what we teach in our upcoming class, Amplify. In this class, we answer questions like:
- What is a campaign?
- How do you put it together?
- How do you make it effective?
- How do you get people’s attention?
- How do you make a strong impression?
- How do you get people to respond?
In my own business, it didn’t matter what my role was, campaigns were the most reliable way to attract good business. When I was an agent, I used campaigns to attract clients. When I was a managing broker, used campaigns to attract agents. (And then I trained my agents to use campaigns to attract their clients.) Campaigns create a simpler but more effective business.
Probably my favorite thing about campaigns is that they are constantly working for you. Whether I was out with other clients or crunching numbers for an annual client review, I knew that because my campaign was on auto-pilot, it was always working to bring in my future business. Instead of running around, spreading myself too thinly to make enough impressions, campaigns made it possible to gain traction and attract good business.
That’s what I am looking forward to sharing with you in the Amplify class. I’m really excited to see you there, and I know it’s going to be a power-packed class.
Ready to learn about campaigns and more? Join me for Amplify, coming up this October 25th and 26th in Lynnwood.
By Denise Lones CSP, M.I.R.M., CDEI – The founding partner of The Lones Group, Denise Lones, brings nearly three decades of experience in the real estate industry. With agent/broker coaching, expertise in branding, lead generation, strategic marketing, business analysis, new home project planning, product development, Denise is nationally recognized as the source for all things real estate. With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.