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Here are 5 more powerful marketing strategies to help you generate more clients and build a long-term viable business.
Imagine how your business would grow if you implemented systems to motivate prospect calls with every listing you take? Do you think responding to a caller the minute they seek out for information about the listed home makes a positive impression? The second reason why you want to track your marketing is to know how well you’re spending your marketing dollars.
You can be as detailed as you like, but I usually track the key areas that bring me business, then go from there. You can do the very same thing with info-tube flyers, classified ads, farming, and even referral tracking. Now, the second step in the measuring and tracking process is to establish a report you can review on a regular basis – either weekly or monthly. Now that you have your report together, it’s time to measure how well your marketing efforts are performing.
Your referral conversion is the overall percentage of referrals you received for a certain period that became clients. For example, let’s say that you received 2 referrals last month, and your House List consists of 400 people. Not long ago an agent called me and said he was really disappointed with his marketing results. He said that 1 client is a lousy response rate and he probably won’t continue the promotion. And then I asked him, “If you went down to your local bank and handed him $320, and 2 months later he handed you a check for $5,000, do you think that would be a good deal for you? He said he expected more, so we talked about how to motivate more calls and convert those calls to clients. But the point I want to make here is, while this example might be a little extreme, it happens ALL THE TIME with agents. This is the single biggest reason why you should be measuring the effectiveness of your marketing…so you’ll know the difference between a windfall profit…and a hopeless loss.
Buyers today don’t see any difference between your listing and the dozens of other homes for sale even in one neighborhood. These are excellent examples of the results of effective branding, but what can a real estate agent learn from these companies to sell more homes?
Marketing messages work best when you intentionally sacrifice the majority so that you can make a strong connection with a small group that has a burning desire for exactly what is offered. I wrote an ad that sold a home in sixteen days after it had already been on the market for a year. The house had no back yard at all.  The previous agents never mentioned this in their marketing.
When you try to appeal to everyone you fail to connect with the very audience who wants what you have. Here Is A Common Advertising Mistake For Agents: In most larger cities, there is one school district that is the most sought-after. But why would you highlight a feature that is guaranteed to be matched by ever other seller in the region? Consider the example of a local car dealer hawking the idea that he has the lowest prices — you likely hear this message all the time in your own market, but I doubt you give it much credibility.
For starters, it is a claim used by too many car dealers to be believable.  Second, do they really offer any proof?  Not usually, so messages like this are not typically very helpful. I once took on a waterfront home that was designed by an architect who specializes in lake houses.  When I asked him why he designed the house the way he did, he started describing one interesting aspect after another. When I interviewed him about his home, he walked me around to the back side of the house—the waterfront side.
Re-telling this in my ad helped substantiate the high price.  Potential buyers were able to visualize this unique benefit since I used descriptive “picture words” and compelling photographs. For real estate agents, your primary theme for listing promotions must involve sacrificing the majority — not selling to anyone and everyone but focusing on the people most likely to buy the home. If so, you could gain a lot of insight by understanding the lesson that is clearly demonstrated in the series of ads shown above. But look what happens in the second set of ads—they both rely on photos and graphics and there is almost no written information.  At first blush, this seems a little confusing because one set of ads uses words to do the selling, but then it gets reversed and the entire pitch is communicated with pictures. Because homesellers are too close to their situation, they often make a misstep when they put their homes on the market. If you allow a house to be marketed with details that are COMMON to many other houses, it may never escape from obscurity.  For example, houses in Westlake (an area outside Austin, Texas, where I sell homes) are often marketed with a theme that stresses the highly acclaimed Eanes School District.  But why rely on a feature that is guaranteed to be available at every other Westlake house? A seller may in fact have the best home in the neighborhood, but it may not make a difference if the consumer never gets the message.
When you set out to market a house, it tracks the same path as bringing a new product to market.
However, a well-written ad, that is widely circulated, has the effect of one voice speaking to thousands of potential buyers.  The law-of-averages kicks in at this point, and your odds of finding the right buyer increase exponentially. This home really was the best house in the neighborhood, and there was not a thing wrong with the seller’s price.

I wrote this long ad above that told about the home’s unique design, materials and lot.  The seller got THREE offers, and the home sold in less than 30 days! Learn how to investigate what makes a home truly different than the others on the market.  And then communicate that difference in a way that targets and benefits the potential buyer. Yesterday, Microsoft announced that they’re taking steps to assure user privacy with a new Do Not Track option in Internet Explorer 9. Experts have complained that asking web users to turn on the ability to track them would be devastating for small business owners who depend on tracking to tightly target ads. Microsoft has come up with a middle-ground solution that, if it appeases the FTC, could be the way of the future.
The question is, will giving consumers the option of opting out be enough to satisfy the FTC?
Sorry not a techie pardon my question… since this option will prevent future tracking how bad is this for the advertiser? Marketing Dashboards quickly pay for themselves through their ability to surface key KPIs that show marketers the efficacy of their marketing programs. Dashboards By ExampleLearning how to design, implement and manage business intelligence dashboards is best done by example. Studying actual production implementations of business dashboards, enterprise reporting systems, excel dashboards and other business intelligence interfaces is the way to best leverage our collective experience. Whether you are a business intelligence developer, graphic designer, business subject matter expert, project manager, executive sponsor, information visualization expert, database administrator or dashboard user, you'll find examples of the good, the bad and the ugly.
More Dashboard TemplatesJoin the Dashboard Spy email newsletter at no cost and receive a series of free dashboard templates.
Project leaders and developers have written Hubert thanking him for saving them hours of development time with his HTML templates. Note: You will receive HTML templates for your development team as well as icons and examples of great dashboard design. Restaurants that gross over $1,000,000 annually report spending from 2-4% of revenue on marketing.
FEATURES - Promotion Budget - Easy to use drop down lists for marketing expenses and vendors  make budget preparation quick and simple.
The Restaurant Marketing Promotion Tracking Template is downloadable in Microsoft ExcelA® file format.
When I ask agents where they get most of their business, I usually get a blank stare or they try to remember or estimate where their clients came from.
You need to know exactly where your clients are coming from so you can exploit that source further for more business. You don’t have an unlimited budget, so you want to spend your money in the most productive places as possible.
You should use a toll-free 800 number (hotline) for information about the home, with an identifier in the ad (such as “call 800 222-2222, and enter extension 111”). You can create your report any way you want with a simple spreadsheet program, like Microsoft Excel. Along the right columns, simply enter the marketing promotion and they “type” of contact (“I” for Inquiry, “P” for Prospect, or “C” for Client). He told me that he placed info tube flyers just like the ones we teach here at Agent Inner Circle™, and after 2 months only got just 1 client from them.
He said his co-broker commission was about $9,600 on the buyer, but after deducting out expenses and splits, his gross profit was about $5,000. Of those 110 calls you actually closed 1 of them to clients – netting you a total of $5,000 in gross profit. Because most agents look at “response rate” and NOT “return on investment.” And so they quit promotions that are working, and implement promotions that are duds. This is a proven concept from the advertising community that can be applied to real estate.
Agents will routinely try to promote one of these listings by emphasizing the school district in their flyer. You always want to market in a way that makes your listing stand out from the others, not blend in.
He pointed out that instead of a flat wall across the back, he visually re-created the same appearance that you’d get from the streetside view—there was a deep porch with impressive columns, high-pitched roof over the “back” door, shutters on the windows, etc.
The announcement comes on the heels of a highly disputed recommendation from the FTC that would make tracking an opt-in only scenario.
Others have said that such a move would be impossible to regulate due to the wide variety of browsers and ad delivery systems. It’s unlikely that the average casual Internet user will even be aware of the option, let alone figure out how to use it. When marketing department enterprise dashboard users can be alerted to the campaigns that are producing the most and best sales leads and contacts, the prioritization of campaigns can be quickly accomplished. After a campaign has been running, you can create a report to show the collected KPIs of the marketing program.
Browse this hugh set of dashboard examples to find a variety of approaches and best practices. Shrouded in mystery for years, The Dashboard Spy finally revealed himself to be Hubert Lee.

Hubert's newsletter is eagerly received by thousands of business intelligence professionals each week. The most successful ones track their promotions so they "know" which ones work and which don't.
I’ve had dozens of agents who used this system and consistently add $100,000 to $250,000 per year in extra business.
I provided you a free bonus Report with your Agent Inner Circle™ membership that shows you exactly how to write classifieds and home descriptions that motivate prospects to call you. This way potential leads call the number and enter the identifier code to listen to information about the home.
Total up all the check marks on your marketing tracking form to determine which methods work best for you. This tells you how much money you spent to generate a single lead with any one or all of the marketing efforts you make.
Your closing ratio is the overall percentage of prospects you generated (leads, referrals, inquiries, etc.) that became clients. Cost per sale tells you how much money you spent to make each sale for a specific promotion. Using the example above, let’s say you received 2 of your clients from 5 referrals that were made to you. This is the number of referrals you receive as a % of the total size of your House List (your sphere of influence).
The home sold instantly to a senior citizen who told me the lack of a yard was a benefit for her. If a home is wildly expensive because of its unique architecture and quality, don’t feel apologetic for this — use it to get the attention of those who would appreciate it. Major updates will be free.This file requires the newest version ofA Excel to operate (Mac or Windows) which is not included.
Microsoft has a short demo video on the blog announcement that shows a single web page with two different sets of tracking elements. Filtering will be the default and users will need to flip a switch if they wish to be tracked. My mother may not like the idea of having her movements tracked, but I can’t see her actively clicking around to find and deactivate all of the 3rd party delivery systems on her favorite webpage. At-a-glance, you see summaries of the marketing activity’s suspects, prospects, qualified prospects, short-term leads (0-3 months), mid-term leads (6-9 months), and longer-term leads (9+ months).
There is an analysis section which provides tracking for success criteria such as Conversions of suspects to prospects, prospects to leads, and leads to sales. Join the free Dashboard Spy Newsletter for BI professionals and get free eBooks, tips, and 3 HTML dashboard templates at absolutely no cost. A long time user experience expert known for high level consulting to major companies, Hubert has designed and implemented many of the world's most significant systems. In fact, it has the distinction of being the only song in existence about business intelligence! Tracking the success or failure of your promotions can help you to maximize your marketing dollars and prevent throwing your hard-earned cash down the drain by identifying the rate of return on your marketing investments. By having a dedicated tracking number, you can “source code” the leads and clients that came from that ad. As an example, let’s say you generated 8 clients last month from working 140 inquiries (or prospects). To take the example from #1 above, let’s say that out of the 15 leads, you converted 2 of them to clients. If you’re lacking in referrals, go right now and get our Free marketing system, “The Ultimate Real Estate Success Secret” and devour it. It tells you how well you’re cultivating your list for referrals, word of mouth and repeat business. I asked him how much he spent to keep those info tubes full with his “Premier Properties Flyer.” He said about $40 on each listing per month. Say what makes your listing special and write a story with passion and detail that proves it! They choose one element and on refresh, those ads are automatically blocked leaving a white space where they would have appeared. The cost of the marketing activities is key and you can see figures such as costs per qualified prospect, cost per lead, cost per sales, and return on investment of the marketing activity.
This Microsoft Excel® workbook is ready for use by any type of restaurant or bar operation without the need for extensive customization. Use the one-time set-up worksheet to define your own unique drop-down lists for Expenses, Vendors, Redemptions and Zip Codes Step-by-Step Instructions - Get started right away by using the step by step instructions for setting up and using the Marketing Promotion Tracking Template.

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