Creating a Marketing Plan
Creating a Marketing Plan
4-Week Action Plan
From reading the Principles of Success, you are now familiar with the concepts of successful Business Development and Business Support activities. The following provides an example of a specific four-week action plan to get you started. Use this example to create your own four week action plan and get started!
Each planning period should be divided up into sections:
- Business Development (activities in the sales cycle)
- Business Support (activities that support the sales
cycle)
- Activity Plan (schedule of taking action)
Besides accomplishing your sales goals, you should focus on developing your sales skills. Make sure you spend time developing and practicing your prospecting skills, listing presentations, handling objections, etc.
PLANNING TIP : Though this is an example of a single four-week plan, you may use the general structure to formulate a three-month or twelve-month plan of successful business activities, based on your own individual strengths and resources. Following this same format will create a success- building habit. You will never be the kind of agent who sits around waiting for something to happen – you already have a plan for success!
“To be successful, you must decide exactly what you want to accomplish, then resolve to pay the price to get it.”
- Bunker Hunt |
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Week One
Business Development
- Begin by making 100 sales calls/contacts to the best sources of prospects – your sphere of influence. When making these calls, develop a sales script to call on people you know.
- Get two qualified buyer leads.
- Get two qualified seller leads.
- Show homes to two qualified buyer groups.
- Go to at least one listing appointment.
- Apply a newly developed buyer sales skill in a sales situation.
Business Support
- Create a workable weekly plan and translate this into a daily plan.
- Begin compiling your contact management database. If you don’t currently use a database, choose between ACT!, Outlook, etc. and begin to familiarize yourself with it.
- The database is important because it helps you remember the prospects you speak with. It is your future business goldmine. Besides adding these people to your database, attach an "alarm" to their names so you remember to call them, send them notes, etc.
- You should design a program that includes a plan for follow up, along with pre-written letters and time frames. Don't just make the call - plan the entire process with that contact. That’s how sales income is ultimately made.
- Practice a new buyer sales skill.
- Develop a working knowledge of the listing agreement and the information sources for the agreement.
- Develop a working knowledge of how to prepare a listing presentation and Comparative Market Analysis. Learn two methods for countering seller’s objections.
Weekly Activity Plan
Plan your first week. Create your plan in the following order:
- Log in office-scheduled events (training session, office or manger meeting, etc.).
- Log in Business Development activities.
- Log in Business Support activities.
You may enter your schedule into a personal digital assistant (PDA) or in an appointment book. This will allow you to view your schedule at any time, along with your contacts and other pertinent information. Prioritize your activities for the week and place them in your daily planner.
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Week Two
Business Development
- Continue your business development activities and add one more type of prospecting.
- Make 100 sales calls/contacts
- Get two qualified showing appointments.
- Show homes to two qualified buyer groups.
- Get one qualified listing appointment.
- Apply a newly developed listing sales skill in a sales situation.
Business Support
- Assemble listing presentation materials.
- Assemble a counseling packet for buyers.
- Write two purchase agreements and a listing agreement for practice.
- Continue your contact management database system for prospects.
- Practice a new listing sales skill.
Weekly Activity Plan
- Create your weekly plan following the guidelines from week one. Log in your activities in the same order. Then prioritize your weekly plan.
“Success is the sum of small efforts, repeated day in and day out.”
- Robert Collier |
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Week Three
Business Development
- Continue your business development activities and add one additional type of prospecting.
- Make 100 sales calls/contacts.
- Get two qualified buyer leads.
- Get two qualified seller leads.
- Show homes to two qualified buyer groups.
- Attend two listing appointments.
- List one marketable property.
- Apply a newly developed buyer sales skill in a sales situation.
Business Support
- Learn two methods of writing purchase agreements, using alternative methods of financing, including one offer contingent on the sale of the purchaser’s home.
- Create personal promotion pieces, including a flyer and a professional resume.
- Create a follow-up plan that ties into a contact management system for re-contacting leads to date.
- Practice a new buyer sales skill.
- Gain confidence with handling objections. Consider developing handling objections visuals.
- Continue your contact management follow-up plan to ensure long-term relationships and referrals.
Weekly Activity Plan
- Create your weekly plan following the guidelines from week one. Log in your activities in the same order. Then prioritize your weekly plan.
IT TAKES CONFIDENCE to be Successful!
Success always occurs when preparation meets opportunity. |
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Week Four
Business Development
- Make 100 sales calls/contacts using the methods that have proved to be most successful for you.
- Get two qualified showing appointments.
- Get two qualified listing appointments.
- Sell one home.
- Apply a newly developed listing sales skill in a sales situation.
Business Support
- Complete the listing presentation materials, including a CMA package. Consider including visuals to handle seller objections.
- Review and complete your counseling package for buyers. Consider visuals to handle buyer objections.
- Complete your personal promotional materials.
- Practice a new listing sales skill.
- Continue your contact management data entry.
Weekly Activity Plan
- Create your weekly plan following the guidelines from week one. Log in your activities in the same order. Then prioritize your weekly plan.
”You must take action now that will move you towards your goals. Develop a sense of urgency in your life.”
- Les Brown |
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Continuing the Cycle
Once you have completed your marketing plan and executed a four-week action plan, you have begun to master the art of business development for buyers and sellers, and formed the habits of successful self-management:
- Achieving a consistent high-volume of contacts for prospects.
- Qualifying prospects for time management and control of your career.
- Applying sales skills to your sales cycle.
- Creating business-producing activities in large numbers.
You have organized the support systems to the business that allow you to move faster:
- Listing process systems
- Market analysis package
- Working knowledge of purchase and sales agreements
- System for counseling and qualifying buyers
- Follow-up and contact management system
- Personal promotional tools
Continue your business development plan and make changes as needed. Be consistent with the cycle and continuously building your pipeline of prospects and clients. This will lay a foundation for your long-term success!
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