Your plan doesn’t need to have a hundred things you will do. That’s not always what’s necessary, and customers can’t absorb that much information, anyway. It’s better to include critical items that will capture their attention. Most importantly, it would help if you had the things you will do that are different or better than your competitors. Remember, the point is to prove you can help the seller — or buyer — get a better result. So, don’t make the same mistake that many agents make. They think a list of a hundred things — an extensive, colossal to-do list that takes up 10 pages — will impress the sellers. You don’t want to interrupt your presentation while they spend an hour reading every detail. A vast plan might impress people the wrong way. They will not read and comprehend such a list and likely think it’s too complex to be realistic and achieve the desired results. No one can do everything on a list like that and do it all well. Suppose you include something obvious and generic to pad your list, like, “Inform the seller the home went on the market.” Come on, now! That’s the kind of thing any agent would do. Most people might be uneducated about real estate, but they’re not stupid. They recognize fluff when they see it. Stick to the facts that matter — especially the ones that set you apart in a good way from other real estate agents in the market. And here’s the other risk in telling them you’ll do a hundred different things. If you miss even one of those things, they might call you and say, “Hey, you didn’t inform me when my house went on Realtor.com (or whatever).” So, do yourself a big favor. Avoid making a list of a hundred different things. Focus on three to four things that you do differently, that you do better that separate you from your competition, and you can get more business. KEY TAKEAWAYS: • Creating and sharing a marketing plan with clients
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