I have a theory about real estate marketing. Most agents aren’t doing too little of it. They’re doing a little of everything.
A couple of Instagram posts here. A newsletter that went out once in the spring. A Facebook ad you boosted on a whim. Postcards to a farm area that you stopped sending after round two. A half-finished video series. A blog with one lonely post from three years ago.
Each of those is a perfectly good idea on its own. Together, they add up to a lot of effort and not a lot of momentum. And it’s really hard to see that from the inside.
Why marketing gets scattered in the first place
There’s no shortage of advice in this business. Every conference, podcast and coaching webinar has a new must-do strategy. Video! Email! Door knocking! Some guy who swears by handwritten notes! (Honestly, the handwritten notes guy has a point.)
So you try a bit of each, because you don’t want to miss the thing that works. But spreading yourself thin across every channel means none of them get enough attention to actually take off. You don’t fail at any one thing. You just never really commit to any of them.
That’s not a character flaw. It’s what happens when you’re a business owner who’s also the entire marketing department, and also the sales team, and also the person who drops off yard signs.
Why a real estate marketing coach helps
When you’re this close to your own business, everything looks equally urgent. Someone outside of it can usually spot the pattern faster.
Talking it through with someone who knows real estate marketing helps you sort out what’s working, what’s just busywork and what’s worth doubling down on. Usually the answer involves taking a few things off your plate, so the right ones finally get room to grow.
I offer one-on-one strategy sessions on Zoom for exactly this. I’ve got nearly two decades of real estate marketing and tech experience, and I like nothing more than helping an agent turn a messy pile of tactics into something that makes sense.
What happens in a session
You bring what’s driving you nuts. Maybe it’s “I don’t know what to post.” Maybe it’s “I’m spending money on ads and I have no idea if they’re working.” Maybe it’s just a general feeling that your marketing is all over the place and you’d like it not to be.
We talk it through. We look at what you’re already doing, what fits your market and your personality, and what you’d realistically keep up with in a normal week (not a fantasy week where you have unlimited free time and a full-time assistant).
You leave with steps. Specific ones. Things you can actually go do, in an order that makes sense, instead of another list of ideas to feel bad about.
A few things to bring
Have a rough idea of what you’re currently doing for marketing, even if it’s messy. Bring any numbers you have, like what you’re spending or which posts got the most response. And come with your actual goals. More listings? A particular neighborhood? Fewer cold leads and more referrals? The clearer you are about where you want to go, the more useful the plan will be.
If any of this sounds familiar, a one-on-one marketing strategy session might be a good next step. It’s forty dollars and a conversation, not a long-term commitment.
And yes, you can keep the handwritten notes.
Related: Real Estate Tech Help: When You Need a Second Pair of Eyes