Marketing Tips for Agents
Everything you need to know about growing your Real Estate Business! 1
TABLE OF CONTENTS: The B&C Hub & Marketing Requests...... 03 Compliance.................................................. 04 Fair Housing Tips....................................... 05 Writing A Bio................................................. 06 How To Develop Your Brand..................... 07 How To Create A Marketing Plan.............. 09 Social Media Platform Statistics................ 13 Types Of Content To Post On Each Social Media Platform........................ 14 How To Boost A Post On Facebook......... 15 Tips For Posting On Social Media............. 16 Best Times To Post On Social Media 2023........................................ 17 2023 Social Media Calendar Ideas.......... 18 Email Marketing Tips................................. 20 Script Examples........................................... 22 Video Marketing......................................... 24 The Importance Of Professional Photography.................................... 25 Marketing Luxury Properties.................... 26 List Of Services............................................ 28 Creating Effective Social Copy................. 29 How To Build Your Sphere......................... 30 Helpful Phone Numbers............................ 31 Safety Section.............................................. 32 Departments................................................ 33 Internal Marketing Blog............................. 35
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THE B&C HUB: Your first step should be logging into the B&C HUB! The HUB is B&C’s private network and only accessible to our agents and staff. We use the HUB to share information, resources, and tools, including helpful links and vendor lists. The HUB has an internal chat feature, our company calendar, your personal CRM and more. Make sure you log in to see what the program offers!
YOU SHOULD RECEIVE YOUR FIRST PROOF IN 2 WORKING DAYS! IF ITS A LARGER PROJECT IT COULD TAKE UP TO A WEEK.
REQUESTING MARKETING: Do you need any marketing needs? Do you have a New listing, or an Open Housing coming up? You can request flyers, booklets, social media posts to marketing@blanchardandcalhoun.com. What we would need from you is • • • •
ADDRESS PRICE BED/BATH DESCRIPTION
• • •
SQFT QUALITY PHOTOS AGENT INFO
Do you have a unique request: logo, banner, QR codes, invites or brand yourself, contact us today to find out how we can help. You can setup a meeting with us anytime. We would love to hear from you!
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Any materials (social media, print, digital or otherwise) that market your services as a real estate agent or property, MUST include the broker’s logo and office phone number. Your branding (name, logo, phone number) can never be bigger than broker’s. Email marketing@blanchardandcalhoun.com if you need a compliance check.
LOGO AND NUMBER COMPLIANCE:
ALWAYS INCLUDED BRANDING WEST AUGUSTA AGENT
EVANS AGENT
B&C LOGO
B&C OFFICE NUMBER
B&C LOGO
706.123.4567
B&C OFFICE NUMBER
706.863.8953 4
706.123.4567 706.868.1000
FAIR HOUSING TIPS:
More on Compliance here
In real estate, it’s important to avoid words and phrases that could be interpreted as discriminatory or exclusionary to certain groups of people, as this would violate Fair Housing laws. Here are some examples of words and phrases to avoid: 1. Race: It’s important to avoid any mention of race or ethnicity in advertising, as this could be interpreted as discriminatory. For example, you should not use terms like “white neighborhood” or “Asian community.” 2. Gender: You should not use language that is gender-specific, such as “for men only” or “women preferred.” 3. Family status: Avoid using words that suggest a preference for or against families with children. For example, “adults only” or “no kids allowed” could be seen as discriminatory. 4. Disability: Do not use language that implies that a property is not suitable for people with disabilities, such as “not wheelchair accessible” or “not suitable for the disabled.” 5. Religion: Avoid any language that suggests a preference for or against a particular religion or religious group. 6. Sexual orientation: Do not use language that suggests a preference for or against individuals based on their sexual orientation. In general, it’s important to be inclusive and avoid language that could be seen as discriminatory against any protected group. The best approach is to focus on the property itself and the amenities it offers, without making any reference to personal characteristics of potential buyers or renters.
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WRITING A BIO:
Writing a bio for a real estate agent is an important part of marketing oneself as a professional in the industry. A well-written bio can help establish credibility and trust with potential clients, and it can also help differentiate oneself from other agents in a competitive market. Here’s a step-by-step guide on how to write a bio for a real estate agent: Start with a catchy opening sentence: Begin your bio with a strong and memorable opening sentence that captures the reader’s attention. This sentence should be short, engaging, and focused on what makes you stand out as a real estate agent. Example: “As a seasoned real estate agent with over a decade of experience, I have helped countless families find their dream homes in the bustling neighborhoods of [city/region].” Highlight your expertise: Share your professional credentials and expertise to establish your credibility as a real estate agent. Be sure to include any relevant certifications, awards, or recognitions that you’ve received. Example: “As a licensed real estate agent, I have successfully navigated the intricacies of the industry and have a deep understanding of the local market. I’m also a Certified Residential Specialist (CRS), which means I have completed advanced training in residential real estate and have demonstrated significant expertise in the field.” Tell your story: Your bio should also tell your personal story and what motivates you as a real estate agent. This can help potential clients connect with you on a deeper level and understand why you’re passionate about what you do. Example: “I was drawn to the world of real estate because of my love for helping people find the perfect home. Whether it’s a young couple looking to buy their first home or a family searching for their forever home, I find great satisfaction in helping my clients achieve their real estate goals.” Emphasize your customer service: Real estate is a customer service business, and it’s important to highlight how you prioritize your clients’ needs and provide exceptional service throughout the home buying or selling process. Example: “I believe that communication is the key to a successful real estate transaction. I make it a priority to listen to my clients’ needs and concerns, and I’m always available to answer any questions they may have. My goal is to make the home buying or selling process as smooth and stress-free as possible for my clients.” Include a call to action: Your bio should conclude with a call to action that encourages potential clients to get in touch with you. This can be as simple as providing your contact information or inviting them to visit your website for more information. Example: “If you’re looking to buy or sell a home in [city/region], I’d love to help. Feel free to reach out to me at [contact information] or visit my website to learn more about my services.” Overall, a well-written bio for a real estate agent should be engaging, informative, and focused on what sets you apart from other agents in the industry. By highlighting your expertise, telling your story, and emphasizing your customer service, you can establish yourself as a trusted and reliable professional in the world of real estate.
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HOW TO DEVELOP YOUR BRAND: Developing a strong brand is crucial for real estate agents looking to stand out in a crowded market. A welldefined brand can help you build trust with potential clients and differentiate yourself from competitors. Here is a guide on how to develop your brand as a real estate agent, including examples:
DEFINE YOUR UNIQUE VALUE PROPOSITION Your unique value proposition (UVP) is the core benefit that you offer to clients. It should be clear, concise, and differentiate you from the competition. Examples of UVPs for real estate agents include: Specializing in a specific type of property, such as luxury homes or commercial real estate Offering personalized service and attention to detail Providing expertise in a particular geographic area Leveraging the latest technology and marketing strategies to sell homes faster and for more money
CHOOSE YOUR BRAND ELEMENTS Your brand elements include your logo, color scheme, fonts, and tagline. These should be consistent across all of your marketing materials to help you build a strong brand identity.
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DEVELOP YOUR BRAND VOICE Your brand voice is the tone and style that you use in your marketing materials, including your website, social media, and advertising. It should be consistent with your brand elements and UVP. For example, if you specialize in luxury homes, your brand voice should be sophisticated and professional. On the other hand, if you focus on first-time homebuyers, your brand voice might be more approachable and friendly.
BUILD YOUR ONLINE PRESENCE Your online presence is a key component of your brand. It’s important to have a professional website that showcases your brand elements and UVP, as well as active social media profiles that help you engage with potential clients.
USE YOUR BRAND IN YOUR MARKETING MATERIALS Your brand should be prominent in all of your marketing materials, including your business cards, brochures, and advertising.
By following these steps, you can develop a strong brand that helps you stand out in the real estate market. Remember to be consistent in your branding efforts and always keep your UVP in mind. With a well-defined brand, you can build trust with potential clients and establish yourself as a top real estate agent in your market.
Marketing Branding Tips Pick your focus and personality.
Choose the look of your brand (colors and font).
Choose your business name.
Design your brand logo.
Write your slogan. 8
HOW TO CREATE A MARKETING PLAN:
DEFINE YOUR GOALS: • • • •
Specific marketing goals: Identify the specific marketing goals you want to achieve, such as increasing brand awareness, generating leads, increasing website traffic, or boosting sales. Measurable success criteria: Define how you will measure the success of each goal, such as by tracking website visits, conversions, social media engagement, or revenue. Available resources: Consider the resources you have available to achieve your marketing goals, such as budget, personnel, or time. Alignment with business objectives: Ensure that your marketing goals align with your overall business objectives and support your mission and values.
IDENTIFY YOUR TARGET AUDIENCE: • • •
•
Ideal customer: Define your ideal customer by considering their demographics, such as age, gender, location, income, and education, as well as their psychographics, such as values, interests, attitudes, and behavior. Demographic characteristics: Gather data on your target audience’s demographic characteristics through market research, surveys, or data analytics. Psychographic characteristics: Identify your target audience’s psychographic characteristics by analyzing their behavior, interests, and preferences through social media analytics, customer feedback, or online communities. Online behaviors and preferences: Determine how your target audience interacts online, what social media platforms they use, and what type of content they engage with.
ANALYZE YOUR COMPETITION: • • •
Main competitors: Identify your main competitors in the industry and their strengths and weaknesses. Competitor strengths and weaknesses: Analyze your competitors’ marketing strategies, products or services, pricing, customer service, and brand image to identify their strengths and weaknesses. Unique value proposition: Develop a unique value proposition that differentiates your brand from your competitors and highlights your unique strengths.
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DEVELOP YOUR BRAND MESSAGING: • • •
Brand positioning statement: Craft a brand positioning statement that succinctly communicates your brand’s unique value proposition, target audience, and key benefits. Brand promise: Define your brand promise, which is the key benefit that your target audience can expect to receive from your brand. Key messages: Develop key messages that support your brand promise and resonate with your target audience.
DETERMINE YOUR MARKETING CHANNELS: • • •
Marketing channels: Identify the marketing channels that are most effective in reaching your target audience, such as social media, email marketing, content marketing, or paid advertising. Types of content: Determine what types of content your target audience engages with, such as blog posts, videos, infographics, webinars, or podcasts. Resource allocation: Allocate your resources across different marketing channels based on their effectiveness and your available budget.
CREATE A MARKETING CALENDAR: • • •
Marketing activities: Plan the specific marketing activities you will execute, such as creating blog posts, social media posts, or email campaigns. Timeline: Schedule each marketing activity on a timeline and identify key milestones and deadlines. Resources: Determine what resources you will need for each marketing activity, such as content, design, or development.
SET A BUDGET: • • •
Total marketing budget: Define your total marketing budget and consider the available resources you have to achieve your marketing goals. Budget allocation: Allocate your budget across different marketing channels and prioritize the ones that are most effective in reaching your target audience. Expected ROI: Determine your expected ROI for each marketing activity and track your results to evaluate the effectiveness of your marketing strategy.
MEASURE AND ANALYZE YOUR RESULTS: • • •
KPIs: Identify the key performance indicators (KPIs) you will use to measure the success of your marketing strategy, such as website traffic, conversion rates, or social media engagement. Frequency of analysis: Define how frequently you will measure and analyze your results, such as weekly, monthly, or quarterly. Adjustments to marketing
Marketing Tips Prepare, Prepare, Prepare
Gather Internal Feedback
Set Realistic Goals
Build In Flexibility
Focus On Your Customer 10
Define your goals: Specific marketing goals: ___________________________________________________________________ Measurable success criteria: ________________________________________________________________ Available resources: _______________________________________________________________________ Alignment with business objectives: ___________________________________________________________ Identify your target audience: Ideal customer: __________________________________________________________________________ Demographic characteristics: ________________________________________________________________ Psychographic characteristics: _______________________________________________________________ Online behaviors and preferences: ___________________________________________________________ Analyze your competition: Main competitors: ________________________________________________________________________ Competitor strengths and weaknesses: ________________________________________________________ Unique value proposition: __________________________________________________________________ Develop your brand messaging: Brand positioning statement: ________________________________________________________________ Brand promise: __________________________________________________________________________ Key messages: ___________________________________________________________________________ Determine your marketing channels: Marketing channels: _______________________________________________________________________ Types of content: _________________________________________________________________________ Resource allocation: ______________________________________________________________________ Create a marketing calendar: Marketing activities: _______________________________________________________________________ Timeline: _______________________________________________________________________________ Resources: ______________________________________________________________________________ Set a budget: Total marketing budget: ____________________________________________________________________ Budget allocation: ________________________________________________________________________ Expected ROI: ___________________________________________________________________________ Measure and analyze your results: KPIs: __________________________________________________________________________________ Frequency of analysis: _____________________________________________________________________ Adjustments to marketing tactics: ____________________________________________________________
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EXAMPLE
Define your goals: Specific marketing goals: Generate leads and increase sales of properties. Measurable success criteria: Increase website traffic by 20%, generate 50 leads per month, and close 10 sales per quarter. Available resources: Monthly marketing budget of $1,000, a website, and a social media presence. Alignment with business objectives: The marketing goals align with the overall objective of increasing sales and growing the real estate business. Identify your target audience: Ideal customer: First-time homebuyers, young families, and empty nesters looking for residential properties in the $250,000$500,000 price range. Demographic characteristics: Age range of 25-60, household income of $75,000-$150,000, and living in the metropolitan area. Psychographic characteristics: Values safety, good schools, convenience, and a sense of community. Online behaviors and preferences: Use social media to research properties, read online reviews, and follow real estate agents and related accounts. Analyze your competition: Main competitors: Other real estate agents in the same area and price range, as well as national real estate websites such as Zillow and Redfin. Competitor strengths and weaknesses: Competitors have a wider reach and brand recognition, but lack the personalized service and local expertise that our real estate agent can offer. Unique value proposition: Our real estate agent offers personalized service, local expertise, and a commitment to finding the perfect home for each client. Develop your brand messaging: Brand positioning statement: Our real estate agent is the go-to resource for personalized, local real estate service in the metropolitan area. Brand promise: Our real estate agent promises to find the perfect home for each client by providing personalized service and local expertise. Key messages: Our real estate agent offers competitive pricing, thorough market research, and a stress-free buying and selling process. Determine your marketing channels: Marketing channels: Facebook and Instagram ads, email marketing, and blog content. Types of content: Listings of available properties, market updates, local area information, and client success stories. Resource allocation: Allocate 50% of the marketing budget to social media ads, 30% to email marketing, and 20% to blog content. Create a marketing calendar: Marketing activities: Launch two Facebook and Instagram ad campaigns per month, send one email newsletter per week, and publish two blog posts per month. Timeline: Schedule each marketing activity on a timeline and identify key milestones and deadlines. Resources: Determine what resources you will need for each marketing activity, such as content, design, or development. Set a budget: Total marketing budget: $1,000 per month. Budget allocation: $500 for social media ads, $300 for email marketing, and $200 for blog content. Expected ROI: Increase website traffic by 20%, generate 50 leads per month, and close 10 sales per quarter. Measure and analyze your results: KPIs: Website traffic, conversion rates, lead generation, and sales figures. Frequency of analysis: Weekly and monthly. Adjustments to marketing: Increase social media ad spend or adjust the messaging to optimize lead generation, tweak email marketing campaigns to increase open and click-through rates, and adjust blog content based on engagement metrics.
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SOCIAL MEDIA PLATFORM STATISTICS:
FACEBOOK: As of January 2022, Facebook had 2.91 billion monthly active users worldwide. (Source: Statista) 88% of Facebook users access the platform on their mobile devices. (Source: Hootsuite) Facebook ads have an average click-through rate of 1.59%. (Source: WordStream) The average cost-per-click (CPC) for Facebook ads is $1.72. (Source: Hootsuite) 74% of Facebook users in the US visit the site at least once a day. (Source: Pew Research Center) INSTAGRAM: As of January 2022, Instagram had over 1.25 billion active users worldwide. (Source: Hootsuite) 63% of Instagram users worldwide are between the ages of 18 and 34. (Source: Statista) Instagram has over 2 million active advertisers. (Source: Hootsuite) Instagram posts with at least one hashtag have an average engagement rate of 12.6%. (Source: Mention) Instagram stories have 500 million daily active users. (Source: Hootsuite) TWITTER: As of January 2022, Twitter had 353 million active users worldwide. (Source: Statista) 38% of Twitter users are between the ages of 18 and 29. (Source: Pew Research Center) Twitter users send an average of 500 million tweets per day. (Source: Twitter) Twitter ads have an average click-through rate of 0.90%. (Source: WordStream) The average cost-per-click (CPC) for Twitter ads is $0.38. (Source: Hootsuite) LINKEDIN: LinkedIn has over 774 mil members in over 200 countries & territories worldwide as of Jan. ‘22, (Source: LinkedIn) 51% of LinkedIn users have a college degree or higher. (Source: Hootsuite) LinkedIn has over 20 million company pages. (Source: Hootsuite) LinkedIn ads have an average click-through rate of 0.35%. (Source: WordStream) The average cost-per-click (CPC) for LinkedIn ads is $5.26. (Source: Hootsuite) TIKTOK: TikTok has over 1 billion monthly active users worldwide as of January 2022. (Source: Hootsuite) 41% of TikTok users are between the ages of 16 and 24. (Source: Hootsuite) TikTok has over 1 million active advertisers. (Source: Hootsuite) The average engagement rate for a TikTok video is 17.67%. (Source: Influencer Marketing Hub) The most-followed TikTok user, Charli D’Amelio, has over 139 million followers. (Source: TikTok)
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TYPES OF CONTENT TO POST ON EACH SOCIAL MEDIA PLATFORM:
Facebook: Photos and videos that tell a story or showcase your product or service Articles and blog posts related to your industry or niche Short updates or announcements about your business or brand Twitter: Short and snappy text-based updates, news or announcements Trending hashtags or topics related to your brand or industry GIFs and short videos Instagram: High-quality photos and videos showcasing your products or services Behind-the-scenes content that gives your audience a glimpse into your business or brand Influencer or user-generated content that showcases your brand in a positive light LinkedIn: Industry news and insights Job postings and career-related content Professional and thought leadership articles and blog posts Pinterest: High-quality, visually appealing images and graphics related to your products or services Step-by-step guides or tutorials Inspirational quotes or messages TikTok: Short, creative and engaging videos that showcase your brand or products User-generated content or challenges that involve your brand or products Trending music or hashtags related to your brand or industry Note: These are general guidelines and may not apply to all industries and audiences. It’s important to understand your own audience and experiment with different types of content to find what works best for you.
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HOW TO BOOST A POST ON FACEBOOK:
Log in to your Facebook account and navigate to your business page. 1.
Create a new post or choose an existing post to boost by clicking on the “Boost Post” button. You can find this button on the bottom right of the post.
2. Once you’ve clicked on “Boost Post”, Facebook will ask you to choose an objective for your ad campaign. You will want to choose an objective that aligns with your marketing goals as a real estate agent. The objectives include: • •
Get More Leads: This objective is ideal if you want to generate leads and get people to fill out a form or provide contact information. Increase Conversions: This objective is best if you want to drive traffic to your website or encourage people to take a specific action, such as scheduling a showing or signing up for your email list.
3. After selecting the objective, you will need to set your target audience. To do this, you will need to select your target location, age range, gender, and other demographic factors that are relevant to your target audience. Additionally, you will need to select the “Special Ad Category” option, which is required for housing ads. You will then choose “Housing” under the “Special Ad Category” option. If you do not select Special Ad Category, Facebook will deny your ad. 4. Once you have set your target audience, you will need to set your budget and schedule for the boosted post. You can choose a daily budget or a total budget, and select the duration of the campaign. You can also choose to target people who have previously interacted with your page or exclude people who have already completed a specific action, such as filling out a form. 5. You will then be asked to choose the creative for your ad, such as the ad image, text, and call-to-action button. As a real estate agent, it’s best to use high-quality photos of your properties to showcase your listings. Make sure that your ad image is eye-catching and relevant to the audience you’re targeting. Additionally, make sure that your ad copy is clear and concise, and includes a call-to-action that encourages people to take the desired action, such as scheduling a showing. 6. After you’ve reviewed and confirmed your ad, you can click the “Boost” button to submit your ad for review by Facebook. Once it’s approved, your boosted post will begin to appear in the news feeds of your target audience. Note that it can take 24 hours for Facebook to review your ad. 7. After your boosted post has been running for a while, you can check your Facebook Ads Manager to see how it’s performing. From there, you can make adjustments to your targeting, budget, or ad creative to optimize your results. Remember to comply with Facebook’s guidelines for Special Category Ads, and make sure that your boosted post meets all the necessary requirements.
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TIPS FOR POSTING ON SOCIAL MEDIA:
1. Understand your audience: Know who your target audience is, what their interests are, and how they interact with social media. 2. Set goals: Establish clear and measurable goals for your social media strategy, such as increasing brand awareness or driving website traffic. 3. Be consistent: Maintain a consistent brand voice, visual style, and posting schedule across all social media platforms. 4. Create engaging content: Post content that is relevant, interesting, and valuable to your audience, and encourages them to interact with your brand. 5. Use visuals: Incorporate high-quality images, videos, and graphics into your social media content to make it more engaging and shareable. 6. Be responsive: Respond promptly to comments, messages, and reviews on social media, and address any concerns or questions that your audience may have. 7. Monitor your analytics: Track your social media metrics, such as engagement rates and audience demographics, and adjust your strategy accordingly. 8. Engage with your audience: Foster two-way communication with your audience by asking questions, running polls, and responding to comments and messages. 9. Experiment with new features: Stay up-to-date on the latest social media features and trends, and experiment with new ways to engage your audience. 10. Stay up-to-date on platform policies: Stay informed about changes to platform policies and guidelines, and ensure that your social media strategy adheres to these rules. These tips can help you build a strong and engaging social media presence that connects with your audience and drives business success.
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BEST TIMES TO POST ON SOCIAL MEDIA 2023:
FACEBOOK: BEST DAYS TO POST: Wednesday, Thursday, Friday, Saturday, Sunday BEST TIMES TO POST: 11:00am, 1:00pm, and 3:00pm TWITTER: BEST DAYS TO POST: Wednesday and Friday BEST TIMES TO POST: 9:00am, 12:00pm, and 3:00pm INSTAGRAM: BEST DAYS TO POST: Wednesday and Friday BEST TIMES TO POST: 11:00am, 1:00pm, and 3:00pm LINKEDIN: BEST DAYS TO POST: Tuesday, Wednesday, and Thursday BEST TIMES TO POST: 9:00am, 12:00pm, and 3:00pm PINTEREST: BEST DAYS TO POST: Saturday and Sunday BEST TIMES TO POST: 8:00pm, 2:00am, and 9:00pm TIKTOK: BEST DAYS TO POST: Tuesday, Thursday, and Friday BEST TIMES TO POST: 11:00am, 5:00pm, and 8:00pm NOTE: These are general guidelines and may not apply to all industries and audiences. It’s important to monitor your own analytics and test different posting times to find the best times for your specific audience.
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2023 SOCIAL MEDIA CALENDAR IDEAS:
JANUARY: • • • •
Share a “year in review” post highlighting your achievements from 2022. Share a post about New Year’s resolutions for homebuyers. Promote a winter open house event featuring a cozy fireplace or other winter home features. Share a post about Martin Luther King Jr. Day and how you’re giving back to the community.
FEBRUARY: • • • •
Share a post about Valentine’s Day and how to make a home more romantic. Highlight a listing with a romantic feature, such as a balcony or rooftop terrace. Share a post about President’s Day and how the agent is celebrating the holiday. Promote a winter open house event featuring hot chocolate or other winter treats.
MARCH: • • • •
Share a post about St. Patrick’s Day and how to incorporate green into home decor. Highlight a listing with a spacious kitchen for hosting St. Patrick’s Day parties. Share a post about daylight saving time and how it affects homebuyers. Promote a spring open house event featuring fresh flowers or other spring decor.
APRIL: • • • •
Share a post about Earth Day and how to make a home more eco-friendly. Highlight a listing with energy-saving features, such as solar panels or a tankless water heater. Share a post about spring home maintenance tips. Promote a spring open house event featuring a blooming garden or other spring outdoor features.
MAY: • • • •
Share a post about Mother’s Day and how to make a home more family-friendly. Highlight a listing with a spacious backyard or outdoor entertaining area for Mother’s Day gatherings. Share a post about Memorial Day and how the agent is remembering fallen soldiers. Promote a spring open house event featuring a pool or other summer home features.
JUNE: • • • •
Share a post about Father’s Day and how to make a home more man-cave friendly. Highlight a listing with a spacious garage or basement for Father’s Day hobbies. Share a post about summer home buying trends. Promote a summer open house event featuring outdoor grilling or other summer treats.
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JULY: • • • •
Share a post about Independence Day and how to decorate a home for the holiday. Highlight a listing with a rooftop terrace or balcony for Independence Day fireworks viewing. Share a post about summer home maintenance tips. Promote a summer open house event featuring a backyard BBQ or other summer home features.
AUGUST: • • • •
Share a post about back-to-school season and how to make a home more student-friendly. Highlight a listing with a dedicated study or homework area for back-to-school season. Share a post about end-of-summer home buying trends. Promote a back-to-school open house event featuring school-themed decor or other fall home features.
SEPTEMBER: • • • •
Share a post about Labor Day and how to host a backyard party for the holiday. Highlight a listing with a spacious backyard or outdoor entertaining area for Labor Day celebrations. Share a post about fall home buying trends. Promote a fall open house event featuring a cozy fireplace or other fall home features.
OCTOBER: • • • •
Share a post about Halloween and how to decorate a home for the holiday. Highlight a listing with a spooky feature, such as a hidden room or haunted history. Share a post about fall home maintenance tips. Promote a Halloween open house event featuring spooky decor or other Halloween home features.
NOVEMBER: • • • • • •
Share a post about Veterans Day and how the agent is honoring veterans. Highlight a listing with a dedicated space for a home office or work area for Veterans Day. Share a post about Thanksgiving and how to host a Thanksgiving feast in a home. Highlight a listing with a large kitchen or dining area for hosting Thanksgiving dinner. Share a post about fall home decor trends. Promote a fall open house event featuring autumn-themed treats or other fall home features.
DECEMBER: • • • • •
Share a post about the winter holiday season and how to decorate a home for the holidays. Highlight a listing with festive holiday decor or a cozy fireplace for the holidays. Share a post about end-of-year home buying trends. Promote a holiday open house event featuring holiday-themed decor or other winter home features. Share a post about New Year’s Eve and how to host a home celebration for the holiday.
In addition to these monthly ideas, consider also sharing posts about local events, news, and trends in the housing market. You could also share testimonials from satisfied clients and information about the buying and selling process. By creating a well-rounded social media calendar, you can engage with your audience and establish yourself as a knowledgeable and trusted real estate professional.
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EMAIL MARKETING TIPS:
Build a targeted email list: It’s important to make sure that your email list is made up of people who are interested in buying or selling properties in Augusta. You can start by collecting email addresses from people who have shown interest in your business, such as attendees of open houses or people who have filled out contact forms on your website. Example: “Dear [First Name], We noticed that you recently attended one of our open houses in Augusta. We wanted to reach out and let you know about our latest listings in the area.” Use a clear and attention-grabbing subject line: Your subject line is the first thing your subscribers will see, so it’s important to make it clear and enticing. Try to keep it short and sweet while also conveying what the email is about. Example: “New listings in Augusta - check them out now!” Personalize your emails: Using a subscriber’s first name in the greeting can help to make the email feel more personal and engaging. You can also use personalization in the body of the email by referencing past interactions or preferences.
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Example: “Hi [First Name], we remember that you mentioned you were interested in properties with a large backyard. We’ve got some great listings in Augusta that we think you’ll love!” Use eye-catching visuals: Including high-quality photos of your listings can help to capture your subscribers’ attention and make them more likely to engage with your email. You can also include infographics or other visual aids to make the email more interesting and informative. Example: Include several high-quality photos of a featured property in Augusta, along with a brief description and a call-to-action to view the full listing. Make sure your emails are mobile-friendly: Many people check their email on their mobile devices, so it’s important to make sure your emails are optimized for smaller screens. Use a responsive email template that will automatically adjust to fit the screen of any device. Example: Preview your email on both desktop and mobile devices to make sure it looks good and is easy to read on any screen size. Include a clear call-to-action: Make sure to include a clear call-to-action in your emails, such as a link to a specific listing or a contact form where subscribers can get in touch with you. This will help to guide your subscribers towards taking the next step and engaging with your business. Example: “Interested in learning more about our listings in Augusta? Click here to view my website and get in touch with me!” Measure your results: Use email marketing software to track the performance of your campaigns and see what’s working and what’s not. This can help you to refine your strategy and make your emails more effective over time. Example: Use an email marketing tool like Mailchimp or Constant Contact to track open rates, clickthrough rates, and other metrics that will help you understand how your subscribers are interacting with your emails. By following these tips and examples, you can create effective email marketing campaigns that will help you connect with potential buyers and sellers in Augusta, Georgia.
Marketing Email Tips Get personal
Unsubscribes can be a good thing
Promotions aren’t everything
From name and subject line are
Automation is a must
extremely important.
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EXAMPLE 1: Hello, may I speak with [prospect’s name]?
POTENTIAL CLIENT
Hi, my name is [Your Name] and I’m a real estate agent in [Your City]. I’m reaching out today because I noticed that you live in [Your Neighborhood] and I wanted to let you know about a few properties that have recently become available in your area. Is now a good time to chat for a few minutes? Great. I specialize in helping people find the perfect home in [Your City]. I know the area well, and I can help you navigate the market and find the right property to fit your needs. Have you been thinking about making a move, or are you planning to in the near future? [Pause for response] If you are, I’d love to offer you a free consultation to talk about your goals and how I can help you achieve them. Whether you’re looking to buy, sell, or invest, I have the experience and expertise to guide you through the process.
SCRIPT EXAMPLES TO HELP BRING IN POTENTIAL CLIENTS
Do you have a few minutes to schedule a call, or should I follow up with you at a later time? [Pause for response] Great, let me grab your contact information and we’ll schedule a time to talk that works best for you. Thank you for taking the time to speak with me today. I’m looking forward to helping you find your dream home in [Your City]. Have a great day!
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EXAMPLE 2: Hello, is this [prospect’s name]?
POTENTIAL CLIENT
Hi, my name is [Your Name] and I’m a real estate agent in [Your City]. I hope I’m not catching you at a bad time, but I wanted to reach out and introduce myself because I noticed that you live in [Your Neighborhood]. My goal today is not to sell you anything, but to simply offer you some valuable information about the real estate market in your area. As a local expert, I have access to the latest market trends, data, and insights that can help you make informed decisions when it comes to buying or selling a property. For example, did you know that home prices in [Your Neighborhood] have been on the rise in the past few months? Or that there are several new developments in the area that could affect the value of your property? I understand that you may not be thinking about making a move right now, but I believe that it’s always good to stay informed and be aware of the opportunities and challenges in your local real estate market. That’s why I’d like to offer you a free consultation where we can discuss your goals, answer any questions you may have, and provide you with some personalized insights and recommendations.
SCRIPT EXAMPLES TO HELP BRING IN POTENTIAL CLIENTS
Would you be open to scheduling a quick call with me to learn more about what’s happening in the real estate market in your area? [Pause for response] Great, let me grab your contact information and we’ll schedule a time that works best for you. Thank you for your time today, and I look forward to sharing some valuable insights with you soon. Have a great day!
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VIDEO MARKETING: AS A REAL ESTATE AGENT, VIDEO MARKETING CAN BE AN EFFECTIVE TOOL TO HELP YOU SHOWCASE YOUR PROPERTIES AND REACH A WIDER AUDIENCE. Here are some of the benefits of using video marketing as a real estate agent: Increased engagement: Video content tends to generate more engagement and views than other forms of content. By creating engaging and informative videos, you can capture the attention of potential buyers and sellers and encourage them to take action. Better presentation of properties: Videos allow you to showcase your properties in a more detailed and immersive way. You can provide a virtual tour of a property, highlight its features and show its unique selling points. Improved SEO: Video content can help boost your search engine rankings and make it easier for potential clients to find you online. By optimizing your videos with relevant keywords and tags, you can increase the visibility of your real estate business. Building trust and credibility: By creating high-quality video content, you can establish yourself as an expert in the real estate industry and build trust and credibility with potential clients. Cost-effective: Creating videos is a cost-effective way to market your business, as it requires minimal equipment and can be done in-house or by outsourcing to a professional video production company. Overall, video marketing can be a powerful tool for real estate agents to showcase properties and connect with potential buyers and sellers.
arketing Tips M MAKE SURE YOU ATTEND ONE OF OUR MANY VIDEO CLASSES!
Video idea: video biography, market updates, testmonials, behind the scenes, tips, advice, vendor highlights, personal stories, about “me”
WE ARE PARTNERED WITH VICTOR AND GRANT FROM EVERYTHING MEDIA
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THE IMPORTANCE OF PROFESSIONAL PHOTOGRAPHY:
First impressions matter: In today’s digital age, the first impression that potential buyers have of a property is often the online photos. High-quality, professional photos can make a home stand out and attract more attention from potential buyers. Show off the property’s best features: Professional photographers know how to showcase a home’s best features and make it look its best. They use the right lighting, angles, and composition to make the property look appealing and inviting. Stand out from the competition: With so many homes on the market, it’s important to do everything possible to make a property stand out. Professional photos can make a home look more attractive and help it stand out from the competition. Build trust with potential buyers: Professional photos give potential buyers a sense of trust and confidence in the property. They show that the seller is serious about selling and has taken the time and effort to present the home in the best possible light. Generate more interest and leads: High-quality photos can help generate more interest and leads from potential buyers. They are more likely to share and save photos of a property that looks appealing and interesting, which can lead to more showings and ultimately, more offers.
Marketing Tips EXAMPLES OF BAD HOUSE PHOTOS. YOU WANT TO HAVE A BRIGHT, CLEAR PHOTO WITH MINIMAL CLUTTER.
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Take your professional headshots with Sanjeev WWW.CSRAPHOTOGRAPHY.COM
MARKETING LUXURY PROPERTIES REQUIRES A SPECIFIC APPROACH TO APPEAL TO HIGH-END BUYERS.
HERE ARE SOME KEY STRATEGIES FOR REAL ESTATE AGENTS TO MARKET LUXURY PROPERTIES EFFECTIVELY: Use high-quality visuals: High-quality visuals are essential to showcase luxury properties. Professional
photography and videography can highlight the property’s features and unique qualities, such as the architecture, design, and high-end amenities. Aerial photography and virtual tours can provide a unique perspective on the property and its surroundings.
Develop a comprehensive marketing plan: A comprehensive marketing plan should include a mix of online
and offline strategies to reach potential buyers. This can include online advertising, social media marketing, email marketing, direct mail, print advertising, and hosting exclusive events.
Highlight the property’s unique features: Luxury properties often have unique features that set them apart
from other properties. Highlighting these features in your marketing can help to attract buyers who are interested in high-end properties. This can include things like luxury finishes, high-end appliances, smart home technology, and scenic views.
Target the right audience: To effectively market luxury properties, it’s essential to understand your target
audience. This can include high-net-worth individuals, business owners, celebrities, and affluent families. By understanding your target audience, you can tailor your marketing messages and strategies to appeal to their interests and needs.
Use social media to build buzz: Social media can be a powerful tool for building buzz and generating interest in luxury properties. Consider using platforms like Instagram and Facebook to share photos and videos of the property, host virtual tours, and engage with potential buyers.
Host exclusive events: Hosting exclusive events, such as private showings and open houses, can help to create a sense of exclusivity and luxury around the property. This can include offering refreshments, providing a VIP experience, and inviting high-profile guests.
Leverage your network: Personal relationships and word-of-mouth can be powerful tools in the luxury real
estate market. Leverage your network of contacts, including other real estate agents, luxury service providers, and high-net-worth individuals to spread the word about the property. By using these strategies, real estate agents can effectively market luxury properties and attract high-end buyers who are interested in luxury real estate.
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ELEVATING CSRA REAL ESTATE:
THE BLANCHARD AND CALHOUN DIFFERENCE WITH LUXURY PORTFOLIO INTERNATIONAL Blanchard and Calhoun Real Estate has long been revered as a leading brokerage in the Central Savannah River Area (CSRA), distinguished by our commitment to integrity, exceptional customer service, and deep knowledge of the local market. Now, we’re excited to announce that we are further raising the bar for luxury real estate in the region through our exclusive affiliation with Luxury Portfolio International. As the only brokerage in the CSRA that’s a part of Luxury Portfolio, we’re offering our clients a level of global exposure and marketing reach that is unparalleled in our region. This connection sets our agents apart, amplifying their ability to market and sell luxury homes while providing unprecedented access to exceptional properties worldwide.
ADVANTAGES OF LUXURY PORTFOLIO INTERNATIONAL 1. Global Exposure 2. Elite Marketing 3. Deep Consumer Insights MEMBERSHIP WITH LEADING REAL ESTATE COMPANIES OF THE WORLD In addition to Luxury Portfolio, our affiliation with Leading Real Estate Companies of the World (LeadingRE) also sets us apart. This esteemed network of the best-known local and regional real estate firms is renowned for its stringent standards of excellence and performance. As members of LeadingRE, we offer our clients: 1. High Standards of Service 2. Global Connections 3. Comprehensive Support
FOR MORE INFO
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WE ARE EXCITED TO OFFER THESE NEW SERVICES IN 2023! COACHING
Path open to anyone. You can get one on one coaching with Kristi Wallace to help you fully realize your Real Estate potential.
VIDEO
2023 is the year of video. Data has shown that more people are viewing video than ever before.
AGENTICON
Imagine having a virtual social media assistant that builds all of your images for your listings, testimonials, community and marketing. Instantly.
LOLO
The relationship retention tool. Meaningful automation to nurture your sales network for years. Support local businesses, show appreciation to clients, contacts and employees.
AUTOFLOW
3 monthly touches to your clients. A gift from Lolo, market update email and postcard.
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HOW TO CREATE AND WRITE AN EFFECTIVE SOCIAL COPY: As a real estate agent, social media can be a powerful tool to reach potential clients and build your brand. Here is a guide on how to write effective social media posts:
Keep it short and sweet: Social media users have short attention spans, so it’s important to get your message
across quickly. Keep your posts short and to the point, and try to convey your message in the first sentence or two. Example: “Just listed this stunning 3-bedroom, 2-bathroom home in the heart of the city! Don’t miss out on this amazing opportunity to own your dream home!”
Use eye-catching visuals: Visuals are a powerful way to grab people’s attention on social media. Use highquality photos and videos to showcase your properties and make your posts stand out. Example: “Check out this beautiful view from the balcony of our latest listing! Imagine sipping your morning coffee while taking in these stunning mountain views.”
Use hashtags: Hashtags are a great way to increase the visibility of your posts and make them more discoverable. Use relevant hashtags to help your posts reach a wider audience. Example: “#JustListed #DreamHome #RealEstate #HomeForSale”
Offer value: Your social media posts should offer value to your audience, whether it’s sharing helpful tips for
buying or selling a home or providing insights into the local real estate market. Example: “Are you thinking of selling your home? Check out our latest blog post for tips on how to stage your home for maximum appeal!”
Be authentic and personal: Social media is a great way to showcase your personality and connect with your audience on a personal level. Be authentic and share your personal experiences and insights. Example: “As a lifelong resident of this community, I can attest to the amazing quality of life here. Let me help you find your perfect home in this amazing city!”
WHAT NOT TO DO: Don’t be too salesy: Your social media posts should not come across as too salesy or pushy. Focus on providing value and building relationships with your audience.
Don’t overshare: While it’s important to be personal and authentic on social media, it’s also important to maintain
a professional image. Don’t overshare personal information or anything that could be seen as unprofessional. Don’t neglect your audience: Social media is a two-way conversation. Don’t neglect your audience or fail to respond to comments and messages. By following these tips and avoiding common pitfalls, you can write effective social media posts that help you build your brand, connect with your audience, and generate leads.
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HOW TO BUILD YOUR SPHERE: As a real estate agent in Augusta, Georgia, getting involved in your community can be an excellent way to build your network and establish yourself as a trusted resource for people in your area. Here’s a guide on how to get started:
Join a local chamber of commerce or business association: These groups are great for meeting other
professionals in your area and building relationships that can lead to referrals and new business. Attend meetings and events regularly, and be sure to introduce yourself and get to know other members.
Volunteer for community events: Whether it’s a charity walk, a food drive, or a festival, there are always
events happening in your community that could use volunteers. By volunteering, you’ll have the opportunity to meet other volunteers and community members, and you’ll be giving back to the community in a meaningful way.
Attend city council or school board meetings: These meetings are open to the public, and they’re a great
way to learn about what’s happening in your community. You’ll have the opportunity to meet local officials, business leaders, and other community members, and you’ll be able to stay informed about issues that could impact your business.
Sponsor a local sports team or event: By sponsoring a local sports team or event, you’ll be supporting your
community and getting your name out there. This can be a great way to build brand recognition and show that you’re invested in your community.
Host an open house or other event: By hosting an open house or event for another agent, you’ll be able to
meet people in your community and showcase your expertise as a real estate agent. Be sure to promote your event on social media and in local publications to maximize attendance. Remember, getting involved in your community is about building relationships and establishing yourself as a trusted resource for people in your area. By taking the time to get involved, you’ll be able to build your network and grow your business in the long term.
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USEFUL PHONE NUMBERS FOR YOUR CLIENTS:
UTILITIES - GEORGIA
CABLE / INTERNET / PHONE
Columbia County Water 706-863-6928
Comcast 706-733-7712
Richmond County Water 706-821-1851
WOW 855-496-9929
Georgia Power 888-660-5890
AT&T 888-275-0777
Georgia Natural Gas 877-850-6200 SCANA 877-467-2262
POLICE & FIRE
Richmond County Tag 706-821-2476
Aiken Sheriff 803-642-1761
Columbia County Tag 706-868-6884
Aiken Fire 803-642-7620 Aiken Animal 803-642-1537
UTILITIES - SOUTH CAROLINA
Augusta-Richmond Sheriff 706-821-1080
North Augusta Utilities 888-275-0777
Augusta Fire 706-821-2909
SCE&G 800-251-7234
Columbia County Sheriff 706-541-2876
Aiken Co-Op Elect. 800-922-1262
Columbia County Fire 706-863-7745
S.C. Tag & Lic. Office 803-641-7752
Animal Control 706-790-6836 Columbia County Animal 706-541-4077
VOTER REGISTRATION Columbia County 706-868-3355
HOSPITALS
Richmond County 706-821-2340
EISENHOWER ARMY MEDICAL CENTER (706) 787-5811
Aiken County 803-642-2028
AUGUSTA UNIVERSITY MEDICAL CENTER (706) 721-2273 or (800) 736-2273
North Augusta 803-642-2030
DOCTORS HOSPITAL (706) 651-3232 PIEDMONT HOSPITAL (706) 722-9011 BURKE HEALTH 706-554-4435 VA MEDICAL CENTER (706) 733-0188
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SAFETY SECTION: As a realtor, it is important to prioritize your safety while conducting business. Here are five safety tips to consider: Meet clients in public places: Whenever possible, arrange to meet clients in public places rather than in private homes or offices. Consider meeting in a coffee shop or a community center where there are other people around. Let someone know where you are: Before meeting a client, let a colleague, friend, or family member know where you are going and when you expect to return. Consider using a tracking app that allows someone to monitor your location in real-time. Trust your instincts: If something feels off, trust your instincts and take appropriate action. If a client seems aggressive or confrontational, consider ending the meeting and leaving the area. Use technology to your advantage: Consider using virtual tours and video conferencing to show properties to clients. This can help you avoid meeting strangers in person and reduce your risk of being alone with a potentially dangerous individual. Invest in personal safety equipment: Consider investing in personal safety equipment, such as pepper spray or a personal alarm. These tools can help you defend yourself in the event of an attack or deter a potential assailant. Additionally, take self-defense classes to equip yourself with the necessary skills and knowledge to protect yourself in dangerous situations.
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DEPARTMENTS LEADERSHIP TEAM
TOM BLANCHARD III President
MANDY LENMON Chief Operating Officer
TOM HORNER General Manager
ANDREA BOWLES West Augusta Sales Manager, Relocation Director
WILL DOZIER Commercial and New Development Director
DARCY ZABEL Assistant Manager
KRISTI WALLACE Director Of Coaching And Agent Success
TOM BARRETT Chief Financial Officer
JAMIE WIER Marketing Director
SUCCESS TEAM
TONYA AGERTON Office Coordinator
JASON BIBLE Marketing Designer
ADDIE BLANTON Bookkeeping
CHARLIE BRAGG Residential Leasing Agent
BRETTNEY CAMERON Residental Property Manager
GLENN CANNON Facilities Manager
WREN FISHER Facilities Manager
DEBBIE HAGOOD Relocations Coordinator
SHERRIE HOLLEN Transaction Coordinator
ANTHONY KENNEDY Residental Property Manager
VICTORIA KNIGHT Marketing Designer
JASON MCFADDEN Office Coordinator
LYNN PROSSER Bookkeeping
STEFFANIE STARCESKI Transaction Coordinator
SARAH WHITE Office Coordinator
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COMMERCIAL TEAM
WILL DOZIER Commercial and New Development Director
BEN HARRISON Commercial Associate
JUD CONKLE Commercial Associate
RICK HOWARD Commercial Associate
BRAD MERRY Commercial Associate
FAMILY OF BUSINESS IN-HOUSE MORTGAGE
IN-HOUSE INSURANCE
Ready to answer questions and help you make your dream home a reality
RESOURCES WE HAVE: MORTGAGE CALCULATOR APPLY ONLINE LOCAL LOAN OFFICERS
Established in 1976, Augusta Mortgage Company is Augusta’s oldest independent mortgage company. Utilizing the latest in technology, Augusta Mortgage Company can provide our customer’s loan approval within minutes of application and tailor the most appropriate and competitive services. We were Augusta’s first direct endorsement FHA lender and one of the area’s first VA automatic lenders. We also provide conventional, nonconforming and jumbo mortgages.
706.739.5204 | www.augustamortgage.com 243 Davis Road • Augusta, GA 30907
You’ve worked hard to get here let us help you keep it safe and protected.
OUR SERVICES:
Worker’s Comp General Liability Cyber Directors & Officer Property Commercial Auto & Trucking Employment Practice Liability
Blanchard & Calhoun Insurance Agency was formed in 1919 and continues to operate under the same family ownership, and we’d love to cover you and your family. We are dedicated to making insurance transactions understandable and accomplished with ease. When one suffers a claim or a loss, our claims department works for our client, providing advice and counseling. Blanchard and Calhoun Insurance Agency is an Independent Insurance Agency and a Trusted Choice agency that services their clients first. 706.650.6000 | www.blanchardcalhounins.com 245 Davis Road • Augusta, GA 30907
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INTERNAL MARKETING BLOG FOR MORE INFO Welcome to the Blanchard and Calhoun internal blog. Here we will post resources and information to help you during your real estate career!
EXAMPLES OF OUR BLOGS:
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B&C USEFUL OFFICE NUMBERS:
WEST AUGUSTA OFFICE 706.863.8953
WAYNESBORO OFFICE 706.554.6097
EVANS OFFICE 706.868.1000
CORPORATE OFFICE 706.925.9628
AIKEN OFFICE 803.643.1018
COMMERCIAL 706.823.6740
MEET THE MARKETING TEAM:
Jamie Wier Marketing Director
Jason Bible
Marketing Coordinator Graphic Designer
Victoria Knight Marketing Coordinator Graphic Designer
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