||What MODERN Real Estate Agencies Do
||What MUDDLING Real Estate Agencies Do
||They invest in their marketing.
||They don’t invest in marketing.
||They learn about modern marketing.
||They don’t bother learning about marketing.
||They delegate marketing activities.
||They abdicate marketing activities by hiring someone to “handle it” and then absolving themselves of all involvement.
||They understand business strategy.
||They don’t understand business strategy.
||They articulate a clear, focused strategy.
||They have no clear strategy, only objectives they think constitute a strategy.
||They invest in design. Their branding is great.
||They don’t invest in design, and so they look amateurish and out-of-date.
||They’re great at executing their plans.
||They’re lousy at executing their plans, and then blame others, a lack of “time” or money, or a mysterious ailment they call F.T.I. (Failure To Implement).
||They have the courage to focus and to specialise.
||They try to be all things to all people.
||They have a modern, mobile-responsive website with a great brand message.
||They have an old-school, out-of-date website with dry, boring content.
||They have a strong social media presence.
||They don’t use social media, or dabbled in it and then stopped using it (which is even worse).
||They consistently publish content to their blog-at least monthly, often weekly.
||They don’t even have a blog.
||They consistently send out email newsletters.
||They send the occasional email newsletter, if at all. And when they do, it’s boring.
||They understand the importance of creating great articles and content.
||They don’t understand that ‘content is king’ in modern marketing.
||They have a documented Content Plan with their planned articles, events and campaigns for the coming year.
||They don’t plan their marketing content, events or campaigns.
||They measure and track their marketing metrics.
||They don’t even know what marketing metrics are.
||They love technology and innovation.
||They see technology and change as a burden.
||They ooze enthusiasm and conviction.
||They’re low on energy, dull, frazzled.
||They know their strengths.
||They think they’re good at everything.
||They stick to their core competencies and outsource the rest to specialist providers.
||They try to do everything in-house and ‘on the cheap’.
||They see themselves as teachers, both to their team and their clients.
||They see themselves as technicians.
||They love marketing, and see it as one of their competitive advantages.
||They loathe marketing, and see it as a an expense.
||They have a clear vision for the type of business they want to build.
||They lack vision and clarity.