It's a new year and time for a new marketing plan. Agents often waste a lot of their marketing dollars by failing to plan ahead. For instance, they buy a lot of random, one-time ads from quick-talking salespeople, rather than running a consistent campaign in targeted publications. Or they don't get around to mailings for lack of time or organization. You can avoid these pitfalls with a little forethought and a planning session with your calendar. A few pointers: 1. First, decide your total marketing budget for the year. A good rule of thumb is committing 2 percent of last year's income to marketing activities. To make a real splash, up the percentage and spend 3 percent-10 percent. 2. Now decide your marketing "time budget." Successful agents are active in their community, organizing b...
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