Steal My $50 A Month Marketing Strategy
To thrive in real estate, or any small business for that matter, one must be a great salesperson, but an exceptional Marketer.
That is the difference between the businesses that thrive and the ones who coast. The secret sauce really is in the marketing effort and the hardest part is this — it’s forever changing. Those goal posts you thought had you had all figured out, well, they’ve moved this year.
And as a marketer, I’ve tried it all.
Facebook ads. Working the database. Networking. Social media. PR. Videos in the car. Newspaper ads. Even radio ads back in the day.
It sounds exhausting. And it is.
Especially when all you want to do is close deals and focus on the selling part.
But the reality is this. If you don’t know how to market yourself, you won’t have those clients and there won’t be any deals to do. End of story.
How Do I Get My Clients?
Ben and I have this joke about his mother (my mother in law). For as long as we can remember, she asks me the same question every time she sees me.
“Wendy, how do you get your clients?”
For over a decade, she’s watched on as I’ve built my business from nothing and attracted some big hitters to my books. We know that deep down, she’s trying to understand how on earth little ol me (with no university degree or GPS schooling background) has managed to consistently sign clients and build a business that out-earns her son’s salary.
“The Internet, Sally” is my standard reply.
It would literally take a thirty minute in-depth conversation to explain my entire marketing strategy, which would probably leave her even more confused, so we just leave it at the internet. But as you and I know, the internet is just one channel in a matrix of marketing mediums available.
The question is, which channels do you lean into, and which do you disregard?
This year, I’m going deep on my database.
Over the Christmas break, I did a stocktake of where the majority of my A-class clients actually came from and the results were clear.
Referrals.
My clients were either returning or referred.
So instead of trying to attract newbies into my realm, this year I’m focussing the majority of my marketing on existing clients, former clients and already established networks.
Here’s exactly what I’ll be doing:
Targeted Email Campaigns
I’ve cleaned up my subscriber database (my list) and created specific segments for certain clients so I can tailor the communications. For example, I have separate lists for my Private Clients, my Referral Partners and my General Subscribers. I switched platforms from Mailchimp to Flodesk last year and it was the best move I made. Flodesk is so much friendly to work with and the email templates are beautifully designed with easy customisation to suit your personal brand. It’s also cheaper.
SMS Personalised Messages
For my Private Clients, I’m reaching out to them directly on their purchase anniversary and sending a link to a personalised Market Report for their property. So far, this has been well received.
Social Media Platforms
I’ve recently joined Substack and am sharing long form letters that link to blog posts and journal articles like this one. Long form content may take more time to create but it allows you to go deeper on your message and really make a connection with your reader.
For me, it’s quality content that lasts over quantity posts that become irrelevant after 24 hours or so. I’m using my existing platforms like Instagram, Facebook and Linked In to invite my existing audience to go deeper with me to further strengthen the relationship and remind them of my values, experience and service offerings.
Blogging
No, it’s not dead. And with chat GPT and AI tools hitting the scene in full force, it just got a whole lot easier for those who consider themselves “non-writers”.
If you haven’t started a blog, make it a priority this year. It could be as little as a post a month if that’s all you can spare time for… but do it, and here’s why.
SEO my friend. Search engine optimisation is still a thing you need to consider because it’s a way to drive traffic to your site and brand.
And don’t be put off by the bigger players who invest thousands into this each month. Your blog offers a contribution in so many ways, especially for your existing clients and followers, who are the primary reason for producing long form content.
Personal Website
I said it above - your site. I’m referring to your personal website and if you don’t already have one, now is the time to register your domain name and create a personally branded professional website for yourself.
Even if you’re working under another agency’s corporate banner, I strongly urge you to create your own site. I registered www.wendyrussell.com.au in 2014 and it formed the foundation for new leads and a place to showcase my expertise and personal story.
My Masterclass for Women in Real Estate devotes an entire module to helping you setup your personal brand and website in a way that feels natural, authentic and attracts the clients you want to work with.
How it’s just $50 a month.
I’m not running Ads, I’m not engaging expensive PR firms and I’m certainly not spending time dancing on Tik Tok. I’m leveraging proven systems I’ve already built to communicate with greater frequency and depth.
When investing in marketing, one must consider the ROI (return on investment). Because if you’re merely throwing cash at the wall for likes, attention or something else, this isn’t strategic.
So my challenge for you is this.
Take a 2 hour break from client work to deep dive into last year’s sales results. You’re looking to see patterns in where the clients actually came from.
Whatever you find here is where you need to focus your marketing effort this year.
Level 1 Members access all my journal entries; anywhere. anytime.
Register for the Authority Mastery Series : high-value feminine authority classes designed and led by Wendy Russell.
An intentional self-discovery for female agents ready to develop personal power, set financial foundations and refine the next chapter of their career.
What the participants are saying …
“The Polished Professional Masterclass has been a transformative and empowering experience for me as a woman in real estate.” — TINA JAMES
“A fantastic investment for anyone looking to enhance their career prospects and refine their professional presence.” — LOUISE NASH
“Your mentoring has been absolutely outstanding. Together with The Polished Professional Masterclass, I definitely have all the tools, confidence and good practices in place to deliver new services to investors wanting to dive into the Darwin region property market.” — LINA PASELLI-KRUSE
Become a sought-after Buyer's Agent and build a high-trust, high-fee buyer's advocacy business that doesn't compete on volume.
