Agents discuss how you can take more traditional seasonal marketing plans to the next level with strategic execution
By Michelle Huffman
Seasonal marketing isn’t new—most agents have a seasonal event or activity on their calendars.
They may deliver pies to clients at Thanksgiving or tie a card-mailing campaign to Valentine’s Day. But there’s a secret behind these tactics: The value isn’t in the activity, it’s in the connection.
In fact, according to CRS Kim Cameron, who calls seasonal marketing to her database “the bread and butter of my business,” the activity hardly matters at all. “The activity is just an excuse to get past call reluctance and connect with the clients you care about, and that’s what matters,” says Cameron, CEO of the Kim Cameron Group with Better Homes & Gardens Real Estate.
Waltham, Massachusetts-based CRS Gary Rogers, broker/owner of RE/MAX On The Charles, agrees: “Not all events are super exciting; it’s the consistency that usually does it.”
Seasonal tactics can range from a card campaign tied to a holiday, to an elaborate excursion to an apple orchard. Regardless, they should all have communication plans built around them.
Take sending out closing statements to your past-year clients, for example. Cameron turns this single-touch activity into four client contacts: She sends a postcard ahead of time that explains the forthcoming document, mails the copy of the statement, then sends a digital version over email and follows up with a phone call. “It’s important that we actually connect with all of them, rather than just popping it in the mail, to stay top of mind when someone they know needs our services, too.” Cameron says.
Rogers’ biggest event of the year is a movie premiere. His team rents out a theater for a Saturday matinee and invites clients. Rogers never relies on email to fill the seats; He calls everyone he invites, reserving email for RSVPs and reminders. The goal: personal invites and connections. He once invited a client he didn’t have a strong relationship with, but the client was so wowed by the invite, he referred Rogers to friends. This scored him $2 million in transactions— and the referring client didn’t even attend the event.
Besides the communication plan (see sidebar), there are other recommendations for making the most of these seasonal marketing tactics.
Choose your clients wisely. These kinds of seasonal activities can be expensive and time-consuming, so the pros recommend being selective with your list. Whether you have a Top 50 or A/B/C lists, dividing your clients based on their value as referral sources will maximize your ROI, Cameron says, recommending more frequent contact with fewer people.
Develop and practice a script until it feels natural. Seasonal events or activities not only give you an excuse to call, they can help you fill out the script. Call a client to let her know you’ll be dropping off Halloween candy, ask her how it’s going, share a particularly festive home nearby and ask what the kids’ costumes are this year. Without the drop-off, that same easy conversation might feel awkward.
Consider the timing. When deciding how to integrate seasonal marketing tactics into your calendar, consider not only the timing of the event (i.e., don’t schedule it when you’re typically swamped with transactions), but also consider the timing of the results. “Whatever activity I do today impacts our business in 90 days,” Cameron says. “So it’s crucial in October and November, before we get into the holiday season, that we’re doing our calls, marketing and handwritten notes because that affects our first-quarter business.”
Maximize the social connection. Seasonal activities are perfect fodder for social feeds. Katherine Waters Clark, RRC member with Compass in Winchester, Massachusetts, also uses social media to tease out the prep for an event. Because she’s connected to 95% of her client base there, her behind-the-scenes glimpses get people excited about attending and offer her a chance to engage before and after the event.
You don’t need an event to leverage seasonal marketing on social media. Look up all those random national holidays and share a retro pic on National Siblings Day or a favorite sandwich recipe on National Sandwich Day.
Shift your plans for proper social distancing. Right now, we are in a “weird space” with seasonal activities, Cameron says. Even drop-off/pop-bys aren’t necessarily welcome. To address this, Sissy Sosner, CRS, with Coldwell Banker Realty in Honolulu, shifted some of her seasonal budget to mailings. She popped sidewalk chalk in the mail to all her clients with kids; sent out basil seed leaf paper with a card that said, “the pesto is yet to come;” and delivered a plant to her clients.
Bob McCranie, CRS, owner of Texas Pride Realty Group in Plano, Texas, opted for a virtual trick-or-treat, donating $5 to his local food pantry for every person that showed up in costume.
The bottom line is that creating a connection is king, so use these activities for every opportunity to connect and build relationships. “Be patient, be consistent and add personal notes and touches when you can. More than ever, people need encouragement and connection,” Sosner says.
For CRS customizable marketing materials, check out the “Market Yourself” page on CRS.com under Resources.
Photo: iStock.com/phive2015
