Everyone’s market, agent population, and competition are different. Just like there’s no one campaign that resonates with every agent, there’s no one campaign idea that works in every market, so use these as a jumping-off point. Add your own language and adjust them to fit your prospects.
All of these campaigns are fairly short and meant to be delivered within 10 to 14 days. You can stretch a campaign out to cover a longer span, but that isn’t always necessary. If someone isn’t responding to your approach, the answer isn’t to keep them on a multi-month campaign that hammers the same point. Rather, you should have several short campaigns built where you can change up your angle of attack as needed and see what connects.
And as you apply and edit these campaigns, keep all the best practices we’ve covered in mind to ensure a high response rate.
- Step 1 - Text - “Hey FirstName, I heard you were getting into real estate. Congrats! Do you need any study guides or help with test prep? - MyName with XYZ Realty”
- Step 2 - Email - Flier celebrating a recent recruit for landing a deal shortly after joining. Use the contract date rather than the closing date to make it seem more impressive, and include the property and price point only if it’s noteworthy.
- Step 3 - Email - Flier for your career night with a title like “Starting At Success: How to avoid the most common pitfalls when starting your career in real estate.” with an Eventbrite link leading to registration.
- Step 4 - Text - “Hey FirstName, we’re hosting a career night on what to expect and plan for when you’re first getting into real estate next week. Think you can make it?”
Most people don’t delete texts, so unless your marketing rules require it, there's no need to include your name and brokerage on second and third texts. Doing so looks odd and overly formal, and we want the prospect to see you as a friend and resource.
This campaign assumes you have something of value to give a prospect who’s in or considering school. If it all possible, make it something they have to physically come in and pick up - not something you can email. This also assumes you have some sort of regular, weekly prospecting evert - adjust according to your needs.
Whenever possible, use Eventbrite or a similar service to schedule your career nights. This way, your campaigns are always up to date, and prospects have the option of signing up for future sessions if they aren’t immediately available.
Newly Licensed and First Year Agents
- Step 1 - Text - “Hey FirstName, congrats on getting your license! How have things been going so far? - YourName with XYZ Realty”
- Step 2 - Email - Flier celebrating a recent recruit for landing a deal shortly after completing training. Use the contract date rather than the closing date to make it seem more impressive, and include the property/price point if it’s noteworthy.
- Step 3 - Email - Flier for your career night with a title like “Hit the Ground Running: How to land your first deal in 30 days or less” with an Eventbrite link leading to registration.
- Step 4 - Text - “Hey FirstName, are you free to grab coffee next week? I’d love to sit down and share what’s working for a lot of our agents.”
Almost a carbon-copy of the last campaign, but instead of focusing on “how am I going to pass” we’re targeting “when am I going to get paid?” You don’t always need to reinvent the wheel - small changes to existing marketing materials can provide with an entirely different angle.
- Step 1 - Text - “Hey FirstName - YourName with XYZ Realty. I was going over production and it looks like you had a great 2018. Are you on pace to beat that this year?”
- Step 2 - Email - Flier celebrating a top producer in your office who managed to increase their production/total listings/team size by X% over last year. Use whichever figures are most impressive.
- Step 3 - Email - Flier for a seminar on “Reaching the Next Level: How to break out of your sales rut and achieve more” hosted by you or a top agent in your office, aimed at bringing over already producing agents. Run those sort of meeting periodically and include an Eventbrite link.
- Step 4 - Text - “Hey FirstName - can I ask a favor? We put a lot of effort into making sure our agents have what they need to win, and I’d love some outside perspective on any challenges you might be facing. Is there anything you feel is slowing your down that a brokerage could help more with?”
- Step 5 - Email - Short flier advertising one of your top agents with a testimonial of why they like your office and how it’s helped them achieve more.
Experienced agents know the score - they expect to be recruited and often won’t respond if they’re happy where they are. However, getting them to open up about what they want from their brokerage - coaching, transaction support, tools to build their own team, etc - lays out the problem you need to solve to win them over.
Never be negative about where they are currently, and never assume you know their motivations. Most will want more money, certainly, but plenty will want to increase their average price point or grow a team so they don’t have to work as many deals and have a better work/life balance. Everyone’s why is different, and each one gives you a different opportunity to sign them.
Charitable/Community Event Campaign
- Step 1 - Text - “Hey FirstName - YourName with XYZ Realty. We’re collecting canned goods for the local food bank. Just wondering, do you have anything you’d be willing to donate?”
- Step 2 - Email - Send a flier announcing the food drive. Use local charity logos and pictures of your team if you have them, and include your address and number to “schedule” donations.
- Step 3 - Text - “Hey FirstName - just wanted to shoot you an update. We’re up to 150lbs of canned food. It’s been great seeing all the agents come together over this to really help our community.”
- Step 4 - Bulk Email - Tag everyone who donated and send them a Bulk Email. Use photos of your team with the total donation or at the drop-off, and thank them for their contribution. Follow up with a thank-you call and transition into business and recruiting.
You’ll have to fudge the numbers in Text #2 since you’re writing it in advance, so pick something that’s impressive yet possible - 50 coats, 30 volunteers, 150lbs of canned food, or whatever seems reasonable given your number of agents and the task at hand.
New agents can bring their donations in and see the office. If you’re asking for food or clothing donations from a more experienced agent, offer to meet them somewhere and buy them coffee for their trouble. Either way is an easy transition into an informal appointment.
This sort of campaign works around anything - food and coat drives, Habitat for Humanity builds and local park builds, litter cleanup and community rehab. Aside from the direct and obvious good you’re doing for people, charitable works are a great way to strengthen office culture, get positive exposure in your community, and pull more agents into the fold.
Advertise What You Already Offer
There are tons of campaigns you can build that capitalize on what you're already providing. A few ideas of who you can target:
- Agents at franchises with high splits, letting them know what they’re leaving on the table.
- Agents at 100% and fee-only brokerages, advertising the services and coaching you provide that they likely don’t.
- Agents working in low-price point areas with seminars on how to expand their farm area and branch out into higher-priced property.
- Mid-tier and high price point agents regarding your relocation program to expand their reach and give them an easier source of deals.
- Agents who want great office culture, advertising your team outings for a bowling night or happy hour.
- Agents who want to own or expand their rental inventory, advertising your property management division and it’s team-member discounts.
As long as you understand the basics of how to construct a campaign and don’t try to over complicate it, there’s really no limit to how you can approach your prospects.
If you need help brainstorming your next campaign or already have a great idea that’s working for you, we’d love to hear it! Send your ideas to Help@GetBrokerkit.com.