30 Sep Why Agents & Lenders Need To Start Their Holiday Marketing Strategy NOW
Traditionally, real estate booms in the spring months. However, thanks to COVID-19, everything has changed. This year the busy Spring season was halted, but instead turned into a Summer boom, and things are predicted to be even more different as we head into this uncertain election and winter season.
In other words, all bets are off when predicting “what’s, what” this year. Smart agents & lenders are going to continue to market in more clever ways that stand out, work harder and give more value than ever before in order to connect deeply and open conversations throughout the holiday season and remainder of 2020.
So what’s your holiday marketing plan? How are you going to re-connect and build your way back into the lives, conversations, and memory of your sphere of friends, family, former clients, and business partners? …and do so in a way that is sensitive to this very unusual world we find ourselves in right now?
At By Referral Only, we think of two things when it comes to the holidays: opportunity & strategy.
The opportunity you have right in front of you with your own tribe (your top 150) is VERY powerful and exciting. When you are able to remind them of all that you offer, and the value you bring, you open up so much opportunity for referrals and transactions.
The REAL opportunity is connecting in genuine ways. THAT’s what people are really desiring these days. The world is messy and when you give more and connect deeper, they take notice…in fact, they never forget it.
The strategy comes into play by being prepared to re-connect with them and planning out your holiday strategy NOW.
You don’t want to be scrambling at the end of October trying to throw something together last minute. Instead, you want the confidence that you have a solid plan and all of the pieces in place so that your efforts and money don’t go to waste.
In the end, it’s up to you but before you dive head deep into Pumpkin Spice season, let’s get your holiday marketing strategy in place so you can make the most of what’s left of 2020 (aka. The year we will no longer speak of:-)
If you’re an Agent or Lender and you’re ready to make a big move to round out 2020, here are 4 tips to jump-start your holiday marketing efforts:
Figure Out Which Holiday Will Allow You To Stand Out The Most
In the past 35 years that we have been walking Agents & Lenders through the process of leading, guiding, and protecting those in their tribes, there is one holiday that has always stood out.
So why Thanksgiving and not Christmas, Hanukkah or New Year?
With Thanksgiving, there are no expectations. It’s all about giving, celebrating, and connecting. There are no expectations of gifts & cards, so when you reach out at Thanksgiving – YOU STAND OUT. You are immediately memorable. Versus at Christmas when everyone is sending cards, tons of emails are flooding the inbox, and it’s the most hectic time of the year. That makes it very hard to stand out from the rest or even get noticed.
So, once you pinpoint which holiday you want to tackle, you can move on to how to reach them.
Reach Out To Them In Ways That Gets Them To Take Notice
We often see the one-trick pony approach to holiday marketing. One holiday card. One email. One postcard. One means of reaching out to them – and that’s it.
Look, there’s nothing wrong with a holiday card, but a single “Happy Thanksgiving or Merry Christmas from our office to yours (oh and by the way give us a call if you want to buy, sell or borrow)”….well…that’s just not going to cut it anymore.
If we learn nothing else over these last 7 months it should be this…people want the personal, genuine, authentic you…not your business name…not a corporate communication or cookie-cutter approach. This is a By Referral Only specialty – check out our From The Heart communications.
If you want to connect…really connect…then mail, email, call, text, send a follow-up notecard, or a well thought out combination of those, with purpose and authenticity. But most of all…GIVE more of you by taking the time to give them more than they expect with your holiday efforts.
Compare Your Holiday Approach With What’s Already Working
Odds are that you have some sort of holiday plan from years past. So take a look at that approach and measure your results from it. If you sent some sort of holiday card, how many transactions and referrals did you get directly from it? What about your last holiday email? Holiday social campaign?
If you can’t measure it by at least how many calls and conversations it opened that led to actual referrals and transactions, then you really need to rethink our approach this year.
For example, By Referral Only Member An Marshall received 4 closed transactions from her Thanksgiving campaign last year. Agent Rodger Lacy reported these stats just after he launched his holiday campaign last year: one listing, 3 appointments to list, 20 promises to call when they know someone that needs to buy and sell.
You may be thinking that putting numbers to a holiday doesn’t sound all that giving or authentic when we are talking about direct sales or leads from something that is supposed to be heartfelt and genuine…
…here’s the best part…
When done right…it can be both heartfelt and genuine AND you can directly measure how many transactions and referrals come straight from it!
Don’t Reinvent The Holiday Campaign Wheel
…tap into what’s already working by getting your hands on the exact campaign that hundreds of By Referral Only members (just like An and Rodger) use to make Thanksgiving a huge success…