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How to Create a Marketing Campaign

How to Create a Marketing Campaign

Introduction (Please Read):
This document will walk you through the steps needed to create and manage marketing campaigns for your property listings. This document will cover:

Part 1 – Creating a Marketing Campaign
Part 2 – Adding Contacts to Individual Stages
Part 3 – Track a Newsletter or Non-listing Related Advertising

Marketing reports should be consistently used for every listing to report marketing effectiveness, help win new business, manage an owner or landlord’s expectations and substantiate who you marketed the property to during your listing period.

Part 1 – Creating a Marketing Campaign
Let’s say that you just listed a property and you want to keep track of your marketing and all corresponding results. Maybe you would like to market your listings using the following six different stages: Signage, direct mail, newspaper advertising, Internet listing services, a broker mailer and an email blast. But every broker has a different approach to marketing and the program is customizable to your style of marketing, all you have to do is follow these easy steps:

1) Go to the Today section and select the Marketing Campaigns tab.

2) Next to the grey box with the asterisk (*), click the Property Lookup icon. Find your subject property on the list, highlight the property’s name and click the Select button. Enter in a brief but descriptive name (A property name or space followed by the listing expiration) for your new marketing campaign in the description field or enter in the listing expiration date.
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3) Go to the “Stages for this Marketing Campaign” box. Enter in a Description and an order for each of the six phases of our marketing. To continue with our example, we will enter all six stages of marketing: Property signage, Email Blast, Just Listed Postcard, Internet Listing Service, Newspaper Ad and Broker Mailer.
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Each stage must be properly filled out with the proper stage number entered and Marketing Type selected.
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4) Enter the order in the Stage # field. Select your first activity, Property Signage, and complete the information in the blank fields. You should always enter in the Start Date (your start date is the day that you actually sent out a mailer or the first day you ran an ad), Description, Comment and select the correct Marketing Type in the drop down field. The Complete Date is the day that you stopped a particular stage of marketing and is not critical to your advertising report. Enter the appropriate information for each stage of marketing.
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Sample Stage Descriptions:
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Once you have entered your initial marketing stages, you have the option to save them as a template, so you don’t have to enter them again for future listings. Click the Save Template button to save your newly created Marketing Stages template. The Apply Template button, will load the previously saved marketing stages template into your Marketing Stages window.
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Here is what the marketing report now looks like…
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5) Marketing stages are either passive or active. If you send a mailer to a list of contacts in your database it is considered active marketing. If you have an active marketing stage, you will link contacts from your database to that the marketing stage. In other words, if you send postcards to contacts in your database you will link those contacts to the marketing stage. Mailers, email blasts and fax blasts are all examples of active marketing.

Part 2 – Adding Contacts to Individual Stages

Contacts now need to be added to the Postcard stage.

1) Query the contacts that you want to mail postcards in the Contact section of REALHOUND
2) With your contacts selected in the Contact section, return to the Marketing Campaign tab
3) Locate your listing campaign and select the Postcard Marketing stage
4) Click the Add Selected Contacts button.
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Alternatively, you could attach all of the contacts in a Contact Group to a marketing stage by selecting the contact group and clicking the Add Contact Group button.

5) Remember to add contacts to active Marketing stages as you are doing or complete the stages.
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6) Passive marketing stages are marketing events that bring contacts to you. Newspaper, Website postings, Internet listings, Offers, Property Tours and signage are all considered passive marketing because the contact comes to you. If you have a passive marketing stage, you will link contacts from your database to that the marketing stage. In other words, if you receive a sign call, send out a marketing package, conduct a property tour, receive an offer or receive an inquiry from an internet ad you must attach a contact to the appropriate marketing stage.

Let’s say that someone called you regarding one of your listings because they saw a sign posted on the property. You talked to them for a while and then sent the caller more information. You need to link the caller to the Property Signage marketing stage so that the marketing report going to your client is accurate.

a) In the Contact Section on the Companies & Contacts tab, select your contact activity type, in this case it is a Call.

b) On the Save to History pop-up window, select the marketing stage from the Campaign/Stage drop down.
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c) On the same window, select an Activity that best describes the result of your conversation or action taken.
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d) On the same window, enter your call comments in the Comments box at the bottom of the screen.
e) Click the Save button to close the window and return to the contact screen.
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Here is what the marketing report now looks like…
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Notice what happens to the Contact Detail when the same contact who called you prompted by the property signage, now tours the property and makes an offer….
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Reminder: If someone calls prompted by your advertising and they are not a contact in your database– you should always enter them into your database. You just never know when you will need their name and number in the future.

7) To create a marketing report from the Marketing Campaigns tab, select a Marketing Campaign and click the Report button.
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8) Once you have completely finished with this Marketing Campaign and no longer need to work with it (for example, when you sell the building or lease the space) change the completed status from No to Yes. The marketing campaign will disappear from the list. I suggest that you should never delete a marketing campaign.
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Part 3 – Track a Newsletter or Non-listing Related Advertisement

You will always want to maintain a record of what marketing materials you have sent to the contacts in your database as well as who responded to your marketing. This includes the marketing pieces that advertise your services.

Let’s say that you are sending out your quarterly newsletter. You want to send it to everyone in your farm and also to print some labels. Follow these easy steps:

1) From the Marketing Campaign tab, create a new campaign but leave the property name blank. Add a description, such as “Newsletter 2nd Quarter, 2008”.
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2) Create your Marketing Stage and attach your Contacts to that stage or you can add contacts as they contact you.

You can search for contacts that responded to your marketing and print a marketing report on the Marketing Campaign tab.

3) Once you have completely finished with this particular marketing campaign and no longer need to work with it, change the completed status from No to Yes. The marketing campaign will disappear from the list.

How to Recover a Marketing Campaign

How to Recover a Marketing Campaign

Introduction (Please Read): This document will help you to recover a Marketing Campaign that is no longer visible on the Marketing Campaigns tab in the Today section. Steps: Step 1: On the Marketing Campaigns tab, select the Show Completed Campaigns? checkbox. Marketing (1) Step 2: Scroll down the list of Marketing Campaigns and search for the appropriate campaigns. Step 3: When you locate the appropriate campaign, selected the Completed drop-down box and set it to No. Marketing 2 Step 4: If desired, deselect the Show Completed Campaigns? checkbox to hide all completed campaigns.
How to Remove a Contact from a Marketing Campaign

How to Remove a Contact from a Marketing Campaign

Introduction (Please Read): This document provides the steps necessary to removing a contact from a Marketing Campaign. As a contact is connected to a Marketing Campaign by individual, specific History records, this will walk you through removing the connection between the History and the Marketing Campaign. This document has two parts: Part 1 – Update/Delete a Note In Order to Remove a Contact from the Marketing Campaign Part 2 – Remove a Contact from the Marketing Campaign without a Related Note Part 1 – Update/Delete a Note In Order to Remove a Contact from the Marketing Campaign: 1. On the Marketing Campaigns tab in the Today section, select the desired Marketing Campaign and Stage. 2. In the Company/Contact section to the right double-click on the grey box to the left of the desired contact. Marketing Page 3. You will be taken to the contact record. Go to the History tab on the contact record and find the appropriate history record connected to the Marketing Campaign in question Marketing Page 4. Put your cursor in the Marketing Campaign box and delete out the information in the field. Once removed, simply click or tab out of that field and the connection to the Marketing Campaign will no longer exist. 5. If you go back to the Marketing Campaigns tab in the Today section, you will likely still see the contact on that list when you first arrive. If you click on another campaign or stage and then click back on the Marketing Campaign and Stage in question, the contact will no longer display on the list and will not appear on the report. Marketing Page 2 Part 2 – Remove a Contact from the Marketing Campaign without a Related Note: 1. On the Marketing Campaigns tab in the Today section, select the desired Marketing Campaign and Stage. 2. In the Company/Contact section to the right click on the name of the desired contact. Marketing 3. Click the Delete button on the top toolbar and type in “Yes” to confirm the deletion. Delete (1) Note: Doing this will remove the contact from the Marketing Campaign and report, but any related notes or history records will not be updated.