How to Make an 11-Step Home Sales Action Plan
Want to boost your real estate sales?
Defining sales action plans for your business at different times of the year is a strategy often used by those who want to activate sales and avoid seasonality.
So, if you’ve decided that you need to make things happen and want to boost your income as soon as possible, check out the step-by-step instructions we’ve created for you to develop your action plan for real estate sales.
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How to Make an 11-Step Home Sales Action Plan
1. Check which properties are in stock
The first step in a real estate sales action plan is to list which properties the company intends to use in that action.
Real estate of all types? Residential, office rooms and commercial points?
Or will the real estate agency choose one of these areas to focus the action on?
2. Segment different customer profiles for some types of properties
With the properties defined, it is necessary to specify which customer profiles may be interested in certain types of properties.
Therefore, separate properties by similar types.
For example commercial rooms in prime areas; commercial rooms in more distant neighborhoods; residential apartments, houses to live, etc.
Then create personas, fictional representations of ideal clients for each type of property.
For example, the persona of houses to live in could be: Antonio Carlos, marketing manager of a medium-sized company, married, 2 children. He takes an MBA in marketing 2 days a week at night. He is very fond of team sports and always follows them on TV. On weekends, he likes to travel with his family to the countryside.
With this kind of more behavioral profile, it’s easier to get to know customers and discover their wants and needs.
3. Organize all property information
It’s time to organize all the details about the properties that will be part of the action plan for real estate sales.
Price, location, size, property tax, documentation, floor plans and everything else customers need to know to make their purchasing decisions.
If you don’t have an automated record of your portfolio properties, use a Google Sheets or Excel spreadsheet.
4. Think about the value (not the price) that these properties can represent
You already know the characteristics of the properties and also the public profiles you want to attract. Based on this information, define what each property can represent that is valuable to these clients.
For example a house to live in a condominium is safe and has a very good leisure infrastructure.
Or, a commercial office in a neighborhood far from the center, but close to a subway station, is excellent value for money.
Try to discover those points of each property that can be the most attractive to the personas you created.
5. Determine a budget for the real estate sales action plan
Now that you know what you’re going to sell and to whom, you can determine an approximate amount of profit the stock can deliver.
It will be an estimate, of course, based on your experience and your real estate sales data and history.
Then define an amount to invest in the stock that is less than the profit you want to achieve. A good real estate sales action plan budget should not exceed 10% of the estimated profit.
6. Define the dissemination channels
There is no way to make a real estate sales action plan without disclosing this action.
One of the most effective channels for this is content marketing. For this, your company needs to have a blog where you regularly publish articles of interest to your personas.
Other commonly used channels are:
- E-mail marketing
- direct mail
- Banners on websites and portals on the internet related to the profile of your customers
- Include links to your offers in Google searches ( Google Ad Words )
7. Create promotional materials
Based on the aspects that your personas may perceive as valuable in each property, create e-mails, posts, direct mail and other materials, such as brochures and folders, for sellers to use at the point of sale, if there are shifts, for example.
It is important that all these materials “talk to each other”, are aligned and respect the visual identity of your business.
8. Set goals for the team
Ready to launch the action plan for real estate sales? Calm!
You need to define the results you want to achieve.
Remember when you defined the expected profitability of the stock? Possibly you did this by predicting a number of properties you intend to sell, or a corresponding amount of money.
Determine the overall action goals and the individual goals of each member of the sales team, in number of properties sold and/or monetary value.
A tip is also to define goals for actions taken, such as calls, sending e-mails and proposals.
This prevents the team from taking a reactive stance, simply waiting for customer contact after the real estate sales campaign is launched.
9. Train the team
One more moment! Since it’s up to the team to get their hands dirty, present them with the action plan for real estate sales in detail.
Show the materials that will be used, the dissemination channels, explain who the personas are, the values seen by customers in each property, their prices, payment terms, etc.
Without this, there is no way to make a real estate sales action plan that works effectively.
Make the entire sales strategy involved clear so that salespeople can get the most out of that company’s sales effort.
10. Start the action and follow the results
Now the action plan for real estate sales can be started.
And it’s very important that you use some form of stock performance control. Anyone who has CRM software can do this very easily.
If you don’t have a sales tracking system like this, you can use spreadsheets.
11. Adjust heading if necessary
Did you start your action plan for real estate sales and when checking the indicators realized that things are not going your way?
Meet with some trusted collaborators, analyze the numbers and think of a way to reverse this situation. After all, the goals were created for exactly that: measuring the performance of your plan.