Selling residential real estate is nothing like it used to be! Buyers can now find a house to buy without a real estate agent and much of the effective marketing activities are being driven by technology of some sort but a very large number of agents are prospecting today like they always prospected before. It just doesn’t work like it did in the past, and most agents who don’t have an assistant are suffering…and I mean really suffering. I wrote this blog “Four Reasons Why You Should Hire a Marketing Assistant – NOW!” to encourage you to rethink the idea of having an assistant to help you with this new way of prospecting. Your first assistant should be a MARKETING ASSISTANT. Why? Because the major function of a MA is to market YOU and your listings—nothing else!
Help! What an Assistant Can Do For You
- Create and/or Manage All Marketing Materials. I work with a large number of real estate companies that make an extensive library of marketing items available to their agents but have trouble getting the agents to utilize those items. Agents would like to use them but don’t know how or don’t have the time, which creates a Lose-Lose situation for both the company and the agent. If you’re a solo agent (i.e., work alone without an assistant), it’s possible that you know everything to do but just don’t have anyone to handle it. If so, HIRE AN ASSISTANT and make some serious money. Agents don’t get paid for creating an Open House postcard, but assistants do. Frankly, most talented assistants can either find useful material or know how to find people who can create it. For example, you don’t need an assistant who’s a graphic artist; instead, just have one who can FIND a graphic artist. That’s where their value comes in—because having good marketing is key to having a good business. Without it, there is NO business. “Marketing is everything and everything is Marketing”- Regis McKenna, the guru of modern marketing.
- Update Your Website. I see websites that are a detriment to an agent’s business instead of an asset. Updating your website is something that should happen multiple times per week; you should be posting newsletters, photos, new listings, community and real estate information, etc. In short, it should contain everything a person needs to know to buy or sell a home, and your MA should be in charge of assembling and posting that information. Your website can be one of the very best lead generation sources you have, but you must provide the information searchers are looking for and market your site on every one of your marketing pieces, both printed and digital.
- Manage Your Database. A REAL BIGGIE. Most agents know the value of having a database loaded with contacts and the importance of reaching out to them on a regular basis. However, too many agents struggle with getting the value out of their database because they don’t have the skills or time to use it properly. This sickens me because a database filled with the right contacts who are contacted on a regular basis (more than 18 times annually) can make an agent a fortune! An assistant can handle all of these functions, including the creation of email and direct mail materials, cleaning up your database groups, refreshing your database with new contacts you’ve met, and much more.
- Stay in Touch. Your MA can maintain regular contact with current buyers, sellers, leads, and prospects and supply them with the appropriate information, and they can be in charge of maintaining monthly contact with all past buyers and sellers. This function pretty much explains itself, right?
The Last Word