ag e nt M A R K E TI N G p l a n
2O24
Coldwell Banker Hickok & Boardman’s Marketing Program
Powered by YOU
This booklet is completely for your own use. Write in it, track your progress, and record your own ideas! Celebrate Your Success.
Our 2024 Goal CBHB Goal
Listing Goal
Total Units
600 + 12%
1,220 units + 12%
Your Goals Coldwell Banker Hickok & Boardman has the tools and support to help you implement your marketing strategies: • Customer Relationship Marketing with your sphere of influence and prospects • Prospecting Strategies to farm neighborhoods with consistency • Providing relevant market data relevant to your clients & customers The first step is establishing your goals and vision – not just for the year ahead, but for the rest of your career. It’s your “why” that will help you stay focused.
Grow Your Opportunities Focus Areas
2023
My why
2024
# in your Prospect Database # of Online leads Converted # of Automated Campaigns # of Videos created # of Contacts on Social Media Testimonial Response % Other Other Other
SWOT ANALYSIS It’s o.k. to recognize that there are some things that we’re just not good at.... or, better yet, just don’t like to do! Identify your Strengths, Weaknesses, Opportunities and Threats that are driving factors or impediments to the way you market your business.
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
Marketing Tools to Master See Glossary for description of the tool
CBHB Agents have access to many tools to help manage, market, and grow their business. Our goal is to help you master these resources. Below are some of the key marketing tools that we will utilitize throughout 2024 and in this Agent Marketing Plan to help you connect, engage, and prospect to win business.
HBEdge
Agent Center Adwerx (add client email) Testimonial Tree (view your results, share on social) Prospecting Agent Branded URL (for the Vermont Market Report) Neighborhood Search (prospect success neighborhoods) Postcards Past Clients Report Manage Listings Listing Photos & Ad Copy 2024 Marketing & Prospecting Calendar CBHB Marketing Vendors Advanced Training See the weekly email for current trainings Schedule a working one-on-one session
CBDesk
Prospect Square (send to yourself) Area Report (select towns & property type) Market Report (based on criteria or geographic area) Quarterly Report (by County) Marketing Center CB brand templates (also in CBHB Canva & Google Drive) Customize CB* videos (under New Project tab)
Moxi Suite
Engage Update leads for compliance Manage contacts: special dates, add to groups Group contacts Subscribe contacts to Neighborhood News Present Buyer presentations & Buyer Tours Seller Services Create your own templates Create a CMA template ActivePipe Activate automated campaigns Review Newsletter engagement Website Use it daily and send listing links from it Refer your clients and customers to it Link to it in social posts Identify content you often share that may be good to have on your website Advanced Training Attend a Moxi Monday training Schedule a working one-on-one session
other
Other CBU (self-paced courses) ListTrac (listing view reports) Market Quest
Canva For those who like to get creative, sign up for a Pro Account through CBHB Marketing to gain access to brand standards, logos, and templates to create your own pieces
Advanced Training Check out CBU for self-paced learning options See the weekly email for current trainings Schedule a working one-on-one session
Google Drive Download our quarterly prospecting calendar to edit for your business Access and download social assets from CBHB
2024 Why Do Business with You! Begin 2024 with a “Marketing Audit” to make sure the basics are covered & you’re positioned for a great year: Make sure your bio reflects your attributes, lived experiences, professional skills, and interest that set you apart: hickokandboardman.com Moxi (Present & Your Website) coldwellbanker.com zillow.com, realtor.com and all industry sites Update your headshot, bio and contact info on social media including LinkedIn, Facebook, and Instagram Update your email signature [HBEdge - Agent Center - Profile & Settings] Update your business cards if anything has changed [See Kate] Google your name to see what other websites of importance need to be updated What other Action Items do you have for 2024?
4
STAY CONNECTED The Moxi Suite
One of the biggest challenges to managing and building your business are the multiple tools and programs you need to use. The Moxi Suite consists of a Customer Relationship Management (CRM), an Agent Website with your own URL, a place to prepare presentations and CMA’s, and an email marketing platform to stay in touch with your contacts - all from one central place.
BEST PRACTICES
There are many best practices to using the Moxi Suite. This list is just a starting point. One of the key benefits of using the Moxi Suite is the integration with some of the tools to generate business: Segment Your Lists – Create Groups in Moxi Engage for SOI, Active Buyer, Past Client, referral/ relocation prospects, etc. [NOTE: “Groups” in MoxiEngage automatically sync to Active Pipe as “Tags”] Sellers & Buyers– Update contact info and add to your Past Clients list [MoxiEngage] Active Sellers – Set up a Seller Journey to stay in touch with relevant information [Moxi ActivePipe] Active Buyers – Send automated Listing Announcements that match their criteria [Moxi ActivePipe] Review Engagement – Update incorrect email addresses, remove inactive people, proactively engage with people who have clicked on your content Stay in Flow – Use MoxiEngage’s “Stay in Flow” to proactively engage with your contacts; add/update them to drip campaigns and neighborhood news Presentations - Save time and create a template for your CMA’s, Seller and Buyer presentations, or Buyer Tours [MoxiPresent] Website - Make sure your website is a reflection of you & your business. Create a favorite search list or other content to share with your prospects, SOI, and past clients [Moxi Website] One-on-One - Attend a training or schedule a one-on-one with Julen
ACTION ITEMS
Stay in touch with your database with relevant emails &/or campaigns that add value and capture attention. Automated Campaigns: House-iversary: Add Closed Buyers to a House-iversary campaign [Moxi ActivePipe] Neighborhood News: Subscribe Past Clients and new prospects to a Neighborhood News for monthly updates of market activity [MoxiEngage] CBHB Local Campaign: Tag contacts to receive relevant, local content developed by CBHB’s marketing team [Moxi ActivePipe] Additional ideas __________________________________________________ Scheduled Campaigns: Opt In for additional CBHB newsletters such as the Vermont Market Report [CBHB Marketing] Additional ideas ____________________________________________________________________________
STAY CONNECTED Print Marketing While digital marketing is king in today’s real estate market, sometimes having something to hold in your hand is important as well. From business cards and signs, to Seller/Buyer Presentations and ads to promote your listings we’ve got you covered.
BEST PRACTICES
Always be prepared for business by having these items with you:
•
New business cards
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Vermont Market Report
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Name rider or Yard Signs (14-21 day turnaround)
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CBHB Guides: Relocation, Rental, Buyer Guide
•
Name badge
•
Need a one-on-one? Reach out to Kate
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Listing Presentation (always have a copy!)
•
Buyer Services Presentation (always have a copy!)
ACTION ITEMS
In addition to the marketing CBHB automatically provides on your behalf, refer to the weekly Marketing Reminder email for current opportunities, tools on HBEdge, and the “CBHB Platform of Value” for copy/bulk mail guidelines to support your prospecting efforts: Community Newspaper listing ad
Seasonal mailing to past clients
Community Newspaper business card ad
Identify high turnover neighborhoods to prospect
Open House postcard to neighborhood (5 days prior)
Create rent vs. buy content and target high rental neighborhoods/locations
Re-prospect neighborhoods where you’ve had success
FARMING TIP: Remember it takes time & consistency to farm a neighborhood. Nurture the farm over time & by demonstrating your expertise & value.
Past Clients (end of year mailing) Mail to neighborhoods that match Buyer Client criteria
STAY CONNECTED social media A successful social media strategy is built on relationships, engagement, and authenticity. Utilize Coldwell Banker Hickok & Boardman’s in-house expertise and resources to help you fine tune your strategy.
BEST PRACTICES • As a licensed Sales Associate and a member of the National Association of REALTOR, you must: •
Identify yourself as a REALTOR with Coldwell Banker Hickok & Boardman in all of your online profiles.
•
When sharing property information follow all rules, including Clear Cooperation and the IDX. If you’re not familiar with the rules, please see the Marketing Department.
•
Respect client confidentiality or proprietary information in all interactions.
•
Post consistently. This isn’t about posting 3 times a day, but trying to post consistently (4-10 times/ month). Facebook shows users the content they engage with. Your followers can’t engage with you if you don’t post.
•
Remember this is a SOCIAL media platform. Show your personality and things you love to do. Your posts shouldn’t be only all about real estate.
•
Need a one-on-one? Reach out to Erin to discuss your strategy and goals.
ACTION ITEMS
Customize social media assets for the month based on the Prospecting Calendar so you’re ready to post [Customize using Canva. Pull down creative from the CBHB Google Drive]
Post links to the Vermont Market Report [Use Agent branded link to VermontMarketReport.com] Share your newest listing or testimonial with a link back to your website Check Coldwell Banker Hickok & Boardman’s social media and share posts that will interest your followers Engage with CBHB content you are tagged in Check Coldwell Banker Blue Matter and Coldwell Banker Global Luxury® blogs and share posts Share Vermont love: your favorite thing to do, business, little known fact, something beautiful
CBHB | Q1+1 2024
PROSPECTING CALENDAR NOTE: Check-off as you accomplish your prospecting goals
Jan uary
Win Business
Make sure your 2023 Past Clients are categorized in Moxi Engage. [MoxiEngage auto feeds to ActivePipe] Update your Bio Stay in Flow with your SOI [MoxiEngage]
Subscribe contacts to EMail Marketing / SOI Engagement
Neighborhood News to go out every 30 days. Check engagements. [MoxiEngage]
Sign up to send Vermont
Market Report EOY/2024 Trends [Moxi ActivePipe]
wk of Jan 29: Share the End Social Content Ideas These ideas do not replace your personal social messages.
of Year VT Market Report. Invite questions. [Don’t forget LinkedIn!]
Tips to Sell Your Home during winter months
Additional Marketing Activities Networking / Client Appreciation / Events /
Your Results
Appointments:
Engagements:
CBHB Culture & Events
NOTE: If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any Email/Unsubscribe Requests.
Feb r uary
march
ap r i l
Contact 10 Past Clients to
Connect with vendors to build relationships and ask for referrals.
Host an Open House and promote to your network
see if they’d like to receive Neighborhood News [MoxiEngage]
Mail a market update to a neighborhood where you sold a property in 2023. [HBEdge postcard]
2nd mailing/follow up call to a neighborhood where you sold a property & give an update from Prospect Square [HBEdge postcard]
Contact 3 people in your SOI and offer to do a CMA Stay in Flow with your SOI [MoxiEngage]
Mail 2023 Past Clients copies of CD’s for tax purposes with a personal note.
Go to Prospect Square and create an Area Report around a neighborhood you sold in [CBDesk]
Feb 12 CBHB Holiday Campaign: Love where you live [Moxi ActivePipe]
Review/add Neighborhood News you have set up -they go out every 30 days. Check engagements. [MoxiEngage]
Mar 19 CBHB Local Campaign: Think Spring [Moxi ActivePipe]
Apr 22 CBHB Local Campaign: Energy Wise Initiatives [Moxi ActivePipe]
Stay in Flow [MoxiEngage]
Stay in Flow [MoxiEngage]
Feb 11: Super Bowl
Women’s History Month
Fair Housing Month
Feb 14: Valentine’s Day
Mar 17: St Patrick’s Day
Share a listing, closing, and/or a testimonial
Share a post related to the Value of Homeownership
April 15 - 24: 7Days Daysies Nomination period
wk of Feb 19: CB* Awards & 5 Star!
Share a listing, closing, &/ or a testimonial Mar 31: Easter
Appointments:
Engagements:
Feb. 21: Coldwell Banker Hickok & Boardman Annual Awards Celebration Thursday Evenings CBHB Ski Team @ Bolton
Appointments:
Engagements:
Mar 1 & 2: Hotel VT Ice Bar Mar 13: CBHB Vendor Fair
April 22: Earth Day Share a listing, closing, &/or a testimonial
Appointments:
Engagements:
April 8th: Solar Eclipse CBHB Office closes at 12pm
Mar 20: CB* Winning Listings with Kate Rossi
y state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages. Emails must follow CAN-SPAM rules. You should also check to make sure you follow the Do Not
Listing MARKETING & Prospecting
WIN THE LISTING. PROVE YOUR VALUE. TURN ONE LISTING INTO THREE.
Coldwell Banker Hickok & Boardman’s listing marketing plan is designed to provide maximum exposure for your listing with critical and timely promotion managed by the CBHB Marketing team so you can remained focused on providing outstanding service to your Clients. Need a one-on-one on getting the listing ready for MLS? Contact Nicole Pre-Listing Marketing Activity
Discuss preparing the home to be photographed with your Client (i.e. staging, decluttering, etc.) Schedule photograper & videographer Meet with the Marketing Team for ideas or upcoming opportunties Present signed upcoming listing to CBHB Agents Create partial listing in Paragon
Schedule an Open House with Marketing Consider inviting neighbors 5 CBHB to promote on Facebook 5 CBHB to flag on major websites Refer to weekly CBHB Marketing Sign-Up calendar for additional opportunities Ongoing Marketing Activity
Upload photos & ad copy to HBEdge
Keep Seller updated of showing feedback, new listings/
Live Listing Marketing Activity 5 Feed from MLS to websites within 15 minutes
Set up a Neighborhood News for them to be
EBlast to NVRA, SOI, etc [HBEdge & ActivePipe]
Reference ListTrac for listing view activity [CBDesk]
Create property feature sheet [HBEdge] 5 Daily QC check on aggregate websites performed by CBHB Marketing 5 Geo-targeted digital ad created & and running via Adwerx within 48 hours Add Seller email to Adwerx so they can receive digital view reports of the first 7 days 5 Just Listed postcard sent to neighbors 5 Video content (if created): 5 Linked to listing in MLS 5 Promoted by CBHB on IG & FB Share your listing on social media with a link to your website
price reductions/closed in market area automatically notified of a market activity [MoxiEngage]
Make photo and ad copy adjustments based on feedback and seasonality [HBEdge]
Post Closing Marketing Activity Take a picture of happy Client at closing for social 5 Just Sold postcard sent 5 Client survey sent at end of transaction Update Client contact in Moxi Engage Housiversary Neighborhood News Past Client Communications 5 CBHB Marketing post testimonial on FB Share closing/happy clients/testimonial on social
GLOSSARY Of Marketing tools HBEdge AdWerx – CBHB provides a 7 day digital advertising campaign targeting real estate intenders within a 15 mile radius of the property. The advertising will appear on Facebook, Instagram, and across the web. By adding the Seller’s email to your Adwerx account, the ad will also appear on websites the Seller visits (demonstrating to the Seller that we are targeting ads as stated in our listing presentation). In addition, by adding the Seller’s email - they will receive an impression report each day for the 7 day period. [Access the single sign on to your Adwerx via Agent Center.] Testimonial Tree – Twice a month, CBHB sends out the Buyer/ Seller Client Satisfaction survey via Testimonial Tree. Clients are asked: Likelihood to recommend and likelihood to use again; rating for: responsiveness, negotiation skills, professionalism & communication, market expertise & knowledge, process expertise; primary reason for selecting you; if this was their first purchase/sale; and their primary reason for move. The Client is also given the opportunity to write a testimonial. All Agents have their own Testimonial Tree account accessible via HBEdge to see their results. Completed surveys/testimonials are also emailed to you. CBHB will share surveys on Facebook that have written testimonials in our “5-Star Monday.” Agents can access additional creative on Testimonial Tree to download/share. [Access the single sign on to your Testimonial Tree account via Agent Center.] Direct Mail Postcards – Use the new postcard series on HBEdge to prospect neighborhoods where you’ve previously had success, promote open houses, or send a market update. If the mailing list you want to send to is also on HBEdge, it can be added directly to the postcard. If your mailing is over 100 pieces, contact Kate in the Marketing Dept for options to send bulk. Go to HBEdge for Prospecting tools.]
CBDesk CBUSM Learning Center – Find robust education programs for all levels of experience built on best practices from top performers within the Coldwell Banker® network, including instructor-led and self-study courses. Marketing Center | Morpheus Video Creation – Access Coldwell Banker branded marketing materials and social assets. Some options exist for you to add your contact information. You can also access the CB Brand Video library and customize templated videos. See the Marketing Department for assistance.
Market Quest – Access graphs that display MLS-based statistical data and reports on #1 market share claims, market position and market trends that are automatically generated based on user-applied filters, all pre-populated with your contact info. Prospect Square – Create Market, Area and Quarterly Reports to share with your Clients or prospects. Links to Prospect Square reports can also be embedded within your Moxi Website to direct your clients to current information. MoxiEngage® – This CRM tool is designed to fit your unique selling needs by leveraging property data, encouraging long-term lead nurturing, driving repeat and referral business and keeping you on track to reach your goals. One of the greatest features of MoxiEngage is Neighborhood News. ActivePipe - All of your groups in Moxi Engage feed to Active Pipe to enhance your email marketing efforts. Send the CBHB newsletters or create “journeys” based on your contacts profile. Open rates and engagement will report in your contact record within MoxiEngage to preserve the integrity of your CRM. MoxiPresent® – This listing presentation and comparative market analysis (CMA) tool helps you create sleek, professional presentations integrated with the MLS and latest CBHB Buyer and Seller presentations. Add email more value to Buyers using the Buyer Tour feature. MoxiWebsites® – An easy-to-use website builder that makes putting your best foot forward a simple task. Grow your brand, sphere and business with custom, branded websites. CBHB will register a domain and help you get started. Neighborhood News® – A monthly automated email with housing market statistics and information for a zip code or location.
Other Canva - Want to get more creative? Get a Canva Pro account through CBHB Marketing and have access to our custom templates that you can edit and brand yourself or create your own. With a Pro account you’ll have access to CB logos, fonts, colors, stock images, and more! The discounted cost is $60/year billed to you by CBHB. Google - CBHB uses Google to create surveys, signup forms, and folders for you to access marketing plans and creative.
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