The following is an excerpt from our Managing Director Steve Osborn’s upcoming article on our sister website, Acme Mag (the home of real estate marketing thought-pieces and interviews). Whether you’re in real estate, hospitality, or astronomical development – a good business plan is always going to put you ahead of the competition. But let’s see what Steve has to say.
The new year is upon and so is an era of change in our industry. The entry-level for successful real estate companies is a strong brand — one that resonates with customers, knows its core values, and communicates them in a unique voice. Yet, many businesses struggle to reach the full potential of their marketing efforts. As an outsider looking in, I see the missed opportunities that many don’t. So, if you want to help build your marketing strategy for 2024, consider the following.
Start with Your Business Goals
From a business level, the first question is, what do you want to achieve in 2024? Whether it’s breaking into new markets, growing into higher price points, retaining staff, recruiting new agents, or increasing properties under management, each goal requires different tactics. Aligning business and marketing tactics is where the magic happens.
Review Your Brand Pillars
Reflect on the past year and identify where your brand may have faltered. Did you lack original messaging? Is your brand’s visual identity cohesive and aligned with your business aspirations? These questions will help you identify projects that need attention. For example, if your property marketing is not unique or cohesive, that becomes a project.
Seek Inspiration Outside Real Estate
To genuinely innovate and make an impact, you need to look beyond the real estate industry for inspiration. As the saying goes, “Cover bands don’t change the world.” Your brand needs to find its unique voice to thrive. So, look at companies outside real estate that excel in areas where your brand foundations may need more.
Create a Marketing Calendar
Once you’ve outlined your projects, events, and tactics, plot them on a calendar. Break these into tasks and assign them to your creative team for execution.
Review Your Team Composition
Last but not least, ensure you have the right team in place. A common pitfall is assigning tasks to team members who are not skilled at the required level in that area. For example, a marketing graduate may not be the best fit for graphic design tasks. If you need help with your team’s capabilities, consider outsourcing to specialists in real estate marketing.
Planning your marketing strategy for 2024 is not just about creating a calendar; it’s about aligning goals with actionable plans reinforced with a strong brand foundation. By taking a structured approach to planning, you give yourself the best chance of achieving your business goals.
If you want to read the whole article, head over to acmemag.com.au and subscribe to get notified when it comes out.