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Effective lead generation requires continuous refinement and adaptation. Here are two crucial lessons to keep in mind when testing your marketing strategy:
- Lesson #1: There is no magic silver bullet to marketing.
- Lesson #2: ABT – Always be testing.
I’ve had consultations with real estate agents on their lead generation marketing strategies most real estate agents pretty much have the same problems. They rely on old-school real estate strategies like referrals, cold calling, and postcards, instead of leveraging on digital marketing, particularly on great real estate web design and Facebook Ads.
I know of a particular agent who had had a very ebb and flows business for about 17 years sending out postcards and getting referrals until about 2018. In 2018 the number of deals started to decline, then 2019 got worse, 2020 hit and she was barely scraping by. Then there was last year, where she only had 2 deals throughout the entire year.
The postcards weren’t yielding any results and she was losing out deals to other agents that were in the forefront of her clients or her audience. Long story short, she came to me asking for advice but wasn’t able to accept the fact that she was too stuck in her own ways to realize she needed to switch up the strategy.
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There are actually 2 lessons that can be learned from this
Lesson #1 is that there is no magic silver bullet to marketing.
You can’t have one strategy and stick to it with the expectation that it will always work. Your prospects and clients are smarter than you think and if you keep sending the same type of message to them, they’ll eventually start to zone it out.
Lesson #2 is to ABT – always be testing.
We have a rule that we instill in all of our clients, that rule is to find something to test at least once a week. It’s easier for us to say that because we focus on digital marketing and we’re able to update tests on the fly. It’s not like postcards where the turnaround time for data can be upwards of 30 days or more. That takes way too long to figure out a winner or loser in one of your experiments
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If for example like us, you’re running Facebook ads, here are part of your ad that you can test every week. A Facebook ad essentially has the following:
- All ads have a mini ad. It usually appears right before you click the more button to see the rest of the message
- The message itself
- The creative – either a picture or a video
- The headline
Let’s try to break down parts of the postcards that you can test.
- The headline on the front
- The message in the back
- Your call to action
- The creative – either a picture or a video
You can test all of these things as well but it’s going to take longer for you to get the results
This is also one of the main reasons why digital marketing is more valuable than traditional. You get data instantly, then start measuring your data – know your numbers. For example, if you spend $3k on postcards and it gets you 5 new listings then the following month you spend the same $3k and it gets you 0, that’s a clear indicator that your strategy isn’t working. And for some agents, they see this data and fail to act.
Find out more real estate strategies to grow your business. Join our free Facebook Group today for similar content that can help you in your Real Estate journey. If you are interested in one-on-one coaching, then schedule a strategy session with me today, and let’s talk about how I can help you move your business forward.
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