Planning an integrated marketing campaign to generate valuation leads

Property - Process Bliss
A step-by-step guide for estate agents to plan an integrated marketing plan to increase the number of valuations being booked.

1Determine the specific objective(s) of the campaign

Importance: Essential

E.g. We want to generate 100 new valuation leads over the next three months.

2Determine the budget for the campaign and the expected ROI

Importance: Essential

E.g. We are going to invest £6,000 in this campaign, which will give us a cost per lead of £60 if we hit our target of 100 new valuation leads. Our current conversion rate of valuation to instruction is 1 in 4, so we're likely to achieve 25 new instructions at a cost of £240 per instruction. Our current average fee per instruction is £3,600, so our target ROI is 93%.

3Determine the target audience

Importance: Essential

E.g. We are targeting owners of 2, 3 & 4 bedroom houses within a 1 mile radius of Newbury town centre who may be experiencing a change in circumstances/lifestyle, such as a new job, a growing family, children moving away, etc.

4Determine the campaign message

Importance: Essential

4.1Consider what the target audience need to hear at this time of change

Importance: Optional

4.2Consider what's important to the audience when they are thinking of moving home

Importance: Optional

4.3Consider the problems the audience might be experiencing and how can we solve those problems

Importance: Optional

4.4Consider what makes us stand out and how we can succinctly express this to our audience

Importance: Optional

5Determine the most appropriate media to use

Importance: Essential

Review the attached list for potential media options.

Media Considerations.docx

5.1Consider where can we find our target audience

Importance: Optional

5.2Consider which websites/social media they visit

Importance: Optional

5.3Consider where the audience spend their time

Importance: Optional

5.4Consider who the audience listens to/gets advice from and who/what are their influencers

Importance: Optional

5.5Consider when the audience are most likely to notice marketing messages/adverts

Importance: Optional

6Allocate specific budget and targets for each chosen media

Importance: Essential

6.1Consider how many leads we expect to get from each element of the campaign

Importance: Optional

6.2Consider how much of the budget is needed for creative and how much is available for media spend

Importance: Optional

6.3Consider what is the most cost effective way of spending the budget

Importance: Optional

7Prepare a media schedule

Importance: Essential

Plan the media schedule for the duration of the campaign.

7.1Book any relevant media

Importance: Essential

7.2Confirm copy deadlines

Importance: Essential

7.3Brief/prepare the campaign creative for the chosen media

Importance: Essential

7.4Sign off the creative and commence delivery of the campaign

Importance: Essential

Before approving the creative, make sure it fulfils the purpose.

7.4.1Check the messaging is right for the target audience

Importance: Optional

7.4.2Check the messaging is right for the media we're using

Importance: Optional

8Brief the sales team about the campaign

Importance: Essential

What (message), where (media), when, why (objectives).

8.1Make sure all team members are aware of the help we need from them to measure the success of the campaign

Importance: Essential

8.2Set up any new source of enquiry codes needed within our estate agency software

Importance: Essential

9Measure the effectiveness of the campaign against our original objective(s) and expected ROI

Importance: Essential

9.1Consider which media has proved most effective

Importance: Optional

9.2Consider which media hasn't worked

Importance: Optional

9.3Consider whether we reached the intended audience with this campaign

Importance: Optional

9.4Consider how the campaign performed against our objectives

Importance: Optional

9.5If it worked, consider why. If it did not work, consider why not.

Importance: Optional

10Use learnings from the campaign to inform our future lead generation campaigns

Importance: Essential

10.1Consider what we would do the same next time

Importance: Optional

10.2Consider what we would do differently next time

Importance: Optional

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