Investment Real Estate Marketing Plan – Putting Details Into Action

Marketing is one of the most important things a real estate investor can do to grow his business. It is also one of the areas that is easiest to make multiple mistakes. From failing to properly plan, failure to track your results and even worse, failure to control spending; marketing is fraught perils that beginning investors and long time investors alike must be aware and prepared to avoid.

There are 3 main areas of marketing to concentrate on when seeking to grow sales and revenues. The first is education, the second is planning and the third is tracking for adjustments and success. All three are important for investors to watch as they seek to grow sales and revenues and more importantly, build a business model that is sustainable through any real estate cycle.

EDUCATION

Educating yourself as a real estate investor and marketer is absolutely paramount if you are going to have success and grow your business. There is simply no excuse for not understanding the basics of each as they both are extremely important for the longevity and ability to stay relevant and profitable. Here a few examples of places to become educated on good marketing techniques for real estate investors.

1. Local Library – There may not be a better place to become educated on real estate marketing than the local library. Break the topic down into two subjects and you can have the basics down inside of a week. Under the real estate section there are multiple titles that explain the basics of real estate investing from beginner levels to expert levels. In addition, many of these books will give a basic outline of some simple marketing techniques and tools to get you started. When you combine that knowledge with a good Marketing 101 book from the library, you can quickly pick up the basic outline of why marketing must be done and how properly set up a marketing plan. The best part about an education from the library is the cost – practically free!

2. Real Estate Investment Clubs – Often times, these clubs are referred to in the industry as REIA’s. Associations of local real estate investors who come together several times a month to discuss topics relevant to real estate investing. These are great sources for so many things related to real estate investing, including marketing ideas and plans. By attending and immersing yourself into these groups, it is easy to develop friendships, partnerships and even mentors who can answer questions and provide guidance. By paying attention to what the top performers are doing in the field and how they are marketing their businesses, you can pick up ideas and integrate those ideas into your marketing plan. It is called modeling and it is one of the best ways to educate yourself on what is working in a particular real estate market. The biggest upside to becoming educated at a REIA is that you are surrounding yourself with the type of people that are going to be vital to your future success. The costs are usually very affordable and you can often avoid mistakes made by other investors before you.

3. Go it Alone – There probably does not need to be a tremendous amount of discussion under this heading. It speaks for itself and generally goes against all advice I could ever give any business person, especially a real estate investor. As far as education is concerned, it is an approach that many investors choose to take and often at a tremendous cost. Going it alone means deciding to jump into the deep end of the pool with both feet and learning as you go. Trial and error can be good and can sometimes lead to good results, but often after many hours and many ups and downs. Strictly looking at costs, many investors have experienced huge losses in the areas of marketing to learn what works in their particular market and often are a little behind the actual trends due to not properly learning to track and adjust.

My suggestion when it comes to education to use all the resources available including those that come with little to no costs. When you are becoming educated on how to set up a proper marketing plan complete with tracking and adjusting, then I would make sure I was a part of a local real estate investors association so that I am always up to date with the latest marketing techniques.

PLANNING

When I talk about planning and marketing, I mean to process of laying out the actual strategies you are going to use to market your business, the time frame you are going to use those strategies, the way you are going to track those results and the possible adjustments you are going to make as your results come in on your plan. One of the biggest mistakes that we see today in the real estate marketing world is not a complete failure to plan, but a failure to lay the full plan out from beginning to end. That being said, here are a few tips to properly develop a plan.

1. Know what you are currently doing and what results you are currently achieving. Even if the answer is that you are doing nothing, you can not work on where you are going if you do not know where you currently are starting from. You should be able to pinpoint today any marketing you are doing and the cost of that marketing as well as any results you are seeing.

2. Know what results you are looking for before you begin. So once you know where you are starting from, the next question is were are you going? Lay out concrete results you want to achieve and be specific. One of the glaring mistakes in this area is not being specific enough. You cannot track abstract goals. Your goals must be specific and detailed so that you can verify if you are achieving them. An example would be a specific number of new leads you want to bring in from each marketing source.

3. Give yourself set time frames to test your marketing. This is definitely the second biggest problem for real estate marketers and most marketers in general. Marketing plans must be given time to take shape and develop. Most real estate marketers are developing marketing plans which are call to action in nature. They are asking their target audience to take a particular action so that they can capture that action and develop a new lead. An example would be to “Call Today to Sell Your House Quick!”. This is a call to action marketing phrase. Often times, there will need to be multiple impressions of that message before the action is followed. Failing to plan a specific amount of time such as 60 days or 90 days, leads to a marketer stopping his action before his target audience responds. If you allow your plan to last longer and stick with all of your marketing pieces and techniques longer, you give yourself a greater chance for success in the long run. It allows for you to see over a longer period of time the results you are getting and that provides a clearer picture of what works and what does not work. DO NOT quit marketing after a couple of weeks simply because your phone is not ringing off the hook. Set your time period on the front end and then let your marketing plan work.

4. Failing to get input from other experts can be costly. If you have access to other real estate investors, I would definitely get their input on your marketing plan before implementation. If they are able to give you advice and direction it can often times help you to figure out the best route to take or at least if you are on track for success. If you have taken your time and all the steps necessary so far to put together a quality plan, then take advice from other experts, but do not be persuaded to change everything. Simply let others take a quick look for feedback, but be prepared to move forward with your plan and any adjustments they think would make a difference.

TRACKING

Tracking means having a way to actually follow and measure all of the marketing activities you are doing and the number of results each gets you. Here are some examples of the things that real estate marketers need to track for every marketing action they take.

1. What are the total number of leads generated per marketing technique tracked daily, weekly and monthly.
2. How many of those leads turned into qualified prospects daily, weekly and monthly. (qualified prospect means you were willing to invest more time to develop the lead)
3. The number of offers made to purchase property daily, weekly and monthly.
4. The ratios of offers made to where the original lead came from.

I am going to insert a quick note here to make sure everyone understands exactly how to track. It is not enough to simply know how many calls you are getting or how many leads are generated or how many offers or deals are being done. When you actually purchase an investment property, you MUST know where that lead came from at the very beginning. Tracking ratios is extremely important to this. It is important to be able to track and measure not only the leads but the quality of those leads. You can have one lead generator that gives you a majority of your leads and another that gives you a majority of your transactions. It should be obvious that you would want to spend more time and resources with the marketing technique giving your more transactions unless you are in the business to simply feel busy and not necessarily to earn a living!

5. What is the cost per lead generated, per marketing technique daily, weekly and monthly.

6. What is the average income generated from each transaction generated by each marketing technique daily, weekly and monthly.

When you are able to track your business in this way, it makes it much easier to make adjustments as you go and it definitely gives a clearer picture of how well you are spending marketing dollars. Often times, as legendary basketball coach John Wooden would say “we mistake activity for productivity” The entire reason for developing and implementing a proper marketing plan is so that we can determine what works, what does not work and what changes we need to make so that we are spending the fewest dollars possible for the greatest impact and result. If we fail to implement any part of this type of marketing plan, then whatever success we achieve cannot be measured against any activities and therefore cannot be duplicated.

I am a big proponent of education and immersion as the best learning tools available and I believe that when it comes to marketing, it is simply too easy to learn the proper way to plan and track. When you have the basics down and solid plan to follow, success will follow.

A Brief Look at Estate Liquidations

An estate liquidation is a lot like an estate sale for the reason that the main point is to liquidate the property by means of a property sale company. Usually this will involve everything on the property such as belongings in safe, household heirlooms too precious to be kept in the home, property, vehicles, boats, RVs, livestock, and anything else that the estate company might cover.

Although it is essential in the majority of states that a real estate professional must be there to create the paperwork for the purchase of real property, most other merchandise do not need any other kind of permit apart from the local ones necessary to run a business in your particular state in which the liquidation is happening.

In many cases, the family will have an attorney in order to supervise the procedure for liquidation and to keep the program straight on legal issues of stocks and bonds being exchanged, assets liquidated and any real property changing hands under legal standing.

Estate liquidations take place mainly like estate sales, with all the liquidators preparing the property and items to be sold for a community sale. The majority of liquidators charge a percentage of the net income from the sale.

Estate Liquidation vs. Estate Sale

The primary distinction between estate liquidation and a sale is that the liquidation can involve collections, bonds, art, stocks, and real property. Normally estate liquidation is followed by real estate agents, lawyers, CPAs, and appraisers, while a property sale can be carried out by any person with an understanding of the value of household products and collectors’ items involved.

Property is categorized into two basic types: personal property and real property. Each may be sold or liquidated. Estate, on the whole, is often regarded as an asset, in that it can be liquidated for money. In most cases, property is liquidated in order to provide a way to obtain money to purchase other property; for other people it can be liquidated in the bankruptcy process.

Relative Liquidity

Just about all possessions, which includes land, property, jewels, metals, bonds, and stocks, may be seen as relative liquidity. Although such things are not regarded as property per se, money that can be made from it is considered the liquid asset.

Cash is accepted currency, and you need to use it to buy everything, which makes it totally liquid. Property, like a house, isn’t actually liquid; however it may be used as a currency by means of its liquidation, sale, or trade for related properties.

Why Does a Property Become Liquidated?

The reason why an estate could be liquidated or sold can vary. As an example, you could possibly liquidate a holiday residence in order to create money to cover your child’s education.

Estate liquidation also often takes place due to bankruptcy. A bankruptcy professional may buy your home liquidated in order to pay off your collectors. Within the law, estate liquidation practically always describes the means of selling off a bankrupt debtor’s home to meet the debtor’s needs.

What Occurs When the Bank is Involved

In its simplest form, estate liquidation is a sale of the property or home. In a bankruptcy, for example, you would list all of your property to a specialist to look it over and makes a decision as to what needs to be marketed in order to pay off creditors.

Based on the debt of the estate that is bankrupted, the specialist might decide to not liquidate any parts of it.

Whenever your estate is liquidated in bankruptcy, you get any of the profits remaining after paying back lenders.

An Education In Real Estate Investing Can Be Your Best Investment

There are many people that are venturing out and searching for additional ways to make additional income. That is to be expected when it comes to real estate. Real estate has been a popular investment for many years. Many millionaires made their first million dollars in real estate. So it should come as no surprise that Real Estate Investing is being glamorized by celebrities like Donald Trump and various television shows that depict real estate investing as a big money maker.

Real Estate Investing can be all that celebrities and television program make it out to be, but it is not as easy as it looks. Real Estate Investing requires knowledge of different techniques that can be used when trying to buy, sell, negotiate or repair a house. Without this type of specialized knowledge real estate investing can be a monumental disaster.

Having laser specific knowledge can mean the difference between success or failure. Knowledge is what separates those that invest in real estate and those that talk about investing in real estate. The knowledge that is required is not difficult to master. In fact, just about anyone can be a successful real estate investor. I have seen people from all walks of life and educational backgrounds go on to be successful real estate investors. One man that I know and admire very well became a successful real investor despite the fact that he first had to learn how to read. It is possible for anyone to learn how to invest in real estate.

Who should learn more about real estate investing? Anyone that is considering buying property as an investment should become educated before doing so. Rentals, foreclosures, rehabs, lease options and various other techniques are tried everyday by real estate investors. In most cases however, only the investors who have taken the time to educate themselves will be successful.

Also, anyone that is considering buying or selling houses on their own (without a realtor) is at considerable risk of financial loss if they don’t get an education before venturing out into unchartered waters.

There are many different types of educational opportunities. One can always purchase books from the local bookstore to get some advice. There is also a large number of websites that cater to real estate investing. Some of these sites will sell home study courses that, in some cases, give a thorough, explanation, training and education on various real estate investing topics. One may also find coaching and mentoring online to help those that don’t believe they are quite comfortable enough yet to do real estate deals on their own. Some colleges and Universities have also started to teach real estate investing.

It is never too early to start the educational process. Real Estate Investing can be a very lucrative business. It can also bankrupt those that are not ready to invest or that do not understand how to minimize the risks that come with the real estate investing territory. In the end every one that invests in real estate is doing so at their own risk. A proper education in real estate investing is a great way to minimize that risk and start one on a path of financial freedom.