Increase Your Sales Leads By Doing More Of LessMarketing Reboot

Networking

Traditional Advertising Prospecting

Online Advertising

ContentMarketinWebsite

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Lead generation can be one of the most time-intensive and costly parts of running a real estate business. But as complex as it may seem, attracting new clients really comes down to just a few basic steps...

Networking

Traditional Advertising Prospecting

Online Advertising

Content Marketing

Inquiry

Sale

Website

Promotional activities like advertising, networking and prospecting create awareness of your services...

Which leads to phone calls and emails from potential clients...

Which generates traffic to your website from prospects interested in learning more...

Which results in more revenue from new sales

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Your marketing costs must be far less than what you earn in commissions.

Marketing Costs Break-Even

Revenue From Sales Profit

4

Marketing Costs

Break-Even

Revenue From Sales

Loss

But if you’re not careful about tracking your results, the cost of your marketing can easily exceed your revenue.

5

Social MediaEvents

Referrals

Print Ads

TV Ads

Radio Ads

PPC Ads

DirectoriesClassifieds

Daily Deal Sites

Direct MailEmail

Cold Calling

Blogging

Webinars

Videos

Slide Decks

PR Networking

Traditional Advertising Prospecting

Online Advertising

Content MarketingWebsite

In a perfect world, every marketing tactic you try will eventually lead to a profit.

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Webinars

Videos

Social MediaEvents

Referrals

Print Ads

TV Ads

Radio Ads

PPC Ads

DirectoriesClassifieds

Daily Deal Sites

Direct MailEmail

Cold Calling

Blogging

Slide Decks

PR Networking

Traditional Advertising Prospecting

Online Advertising

Content MarketingWebsite

The sad reality is that most businesses have an expensive mix of both winners and losers.

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Social MediaEvents

Referrals

Print Ads

TV Ads

Radio Ads

PPC Ads

DirectoriesClassifieds

Daily Deal Sites

Direct MailEmail

Cold Calling

Blogging

Webinars

Videos

Slide Decks

PR Networking

Traditional Advertising Prospecting

Online Advertising

Content MarketingWebsite

The longer you allow losing tactics to drain your resources, the more time, energy and money you’ll waste, and the less profitable you’ll ultimately be.

To make the most of every marketing dollar (and hour), regularly assess your winners vs. losers and reallocate your money/time from tactics that don’t earn a profit towards tactics that do.

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Social MediaEvents

Referrals

Print Ads

TV Ads

Radio Ads

PPC Ads

DirectoriesClassifieds

Daily Deal Sites

Direct MailEmail

Cold Calling

Blogging

Webinars

Videos

Slide Decks

PR Networking

Traditional Advertising Prospecting

Online Advertising

Content MarketingWebsite

Events

TV Ads

ClassifiedsDaily Deal Sites

Email

Cold Calling

Blogging

Webinars

Slide Decks

Networking

Traditional Advertising Prospecting

Online Advertising

Content MarketingWebsite

Focusing on your winners will help turn complex, unprofitable and time-consuming lead generation campaigns into a simpler, more effective strategy.

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Profitability

Here’s a quick way to score and compare marketing tactics using the one metric that matters most...

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A. 1%-100% Approximately how much does it contribute to total revenue?

B. 1%-100% Approximately how much money and time does it cost compared to total costs?

A-B = Score

That score has 2 basic parts:

11

70

10

60

A. Estimated % of revenue?

B. Estimated % of time and money spent?

A-B = Score

Email

Networking

Traditional Advertising Prospecting

Online Advertising

Content MarketingWebsite

For example, you use email to initiate contact with potential clients. You guesstimate that these emails generate around 70% of your total monthly sales, but only take around 10% of your marketing budget and marketing-related time. 70 minus 10 equals 60.

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10

30

-20

A. Estimated % of revenue?

B. Estimated % of time and money spent?

A-B = Score

VideosNetworking

Traditional Advertising Prospecting

Online Advertising

Content MarketingWebsite

You’ve also been experimenting with creating educational videos to help increase traffic to your website. You guesstimate that these videos generate only around 10% of your total monthly sales, but take a lot of time and money to create...around 30%. 10 minus 30 equals -20.

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Social Media

Events

Referrals

Print Ads

TV Ads

Radio Ads

PPC Ads

DirectoriesClassifieds

Daily Deal Sites

Direct MailEmail

Cold Calling

Blogging

Webinars

Videos

Slide Decks

PR Networking

Traditional Advertising Prospecting

Online Advertising

Content MarketingWebsite

-3060

As you score each of your marketing tactics, you’ll notice that some cost much more in time and/or money than they contribute to your sales, while others give you a far greater return on your investment.

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Try it for yourself...

Thursday Networking Group

Facebook Page

Engaging on social media, asking for referrals, attending mixers...

Networking

-10

15

Score

15

5

% Revenue

(Example)

Cost can be in time and/or money.

The tactics you use may be different than those listed above.

(Example)

5

20

% Cost

-

=

=

=

-

-

=

=

-

-

=-

=

=

-

-

15

Print, radio and television ads...

Traditional Advertising

Score% Revenue % Cost

=-

=

=

-

-

=-

=

=

-

-

16

Pay-per-click ads, local directories, online classifieds...

Online Advertising

Score% Revenue % Cost

=-

=

=

-

-

=-

=

=

-

-

17

Sales letters, direct mail, emails, cold calling...

Prospecting

Score% Revenue % Cost

=-

=

=

-

-

=-

=

=

-

-

18

Blogs, webinars, workshops, slide decks, videos...

Content Marketing

Score% Revenue % Cost

=-

=

=

-

-

=-

=

=

-

-

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Networking

Traditional Advertising Prospecting

Online Advertising

Content MarketingWebsite

So how did you do? Do you have a mix of both winners and losers?

If so, ask yourself what would happen if you were to stop wasting time and money on your least effective tactics, and instead put those resources into doing more of what already works well.

Networking

Traditional Advertising Prospecting

Online Advertising

Content MarketingWebsite

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Networking

Traditional Advertising Prospecting

Online Advertising

Content MarketingWebsite

If your Facebook ads bring tons of quality traffic, what if you doubled your budget?

If you already get a lot of free referrals, why not experiment with new ways to motivate your clients to tell even more of their friends about you?

If flyering door-to-door is the most profitable marketing tactic you use, what would happen if you distributed 3 times as many?

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Marcus Schaller is a sales and marketing professional with over 20 years of service industry experience. He specializes in developing content-driven lead generation campaigns that open the door for quality conversations with the right prospects.

To see how he can help you attract more clients and continue to grow your real estate practice by freeing you from day-to-day marketing tasks, visit

marcusschaller.com/realestate

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