It’s summer and chances are, if your realtor in an active market your feeling pretty burned out by now and wistfully dreaming of fall. The kids are out of school, clients are demanding ‘open concept kitchens’ and ‘she sheds’ with somewhat unrealistic budgets, and you keep having to reschedule that dental appointment because you simply don’t have the time or bandwidth to think about it. If this sounds like you, then asking you to think about your marketing goals seems like poor timing at best.
The reality is, that working hard without marketing goals, is the equivalent to navigating without a compass. You may get to your intended destination, but the amount of time consuming and costly mistakes you encounter along the way rarely pay off. The good news is, you can start to set marketing goals to measure trends without taking time out of your busy schedule, in fact they will probably help reduce some of your daily load.
To get started, think of these goals as forming the backbone of a larger more detailed marketing plan. We’re going to be using the example of SMART goals as these are a simple way to track and measure your goals and are easy to create. If you are unfamiliar with what SMART goals are, the acronym stands for: ‘Specific’, ‘Measurable’, ‘Attainable’, ‘Realistic’, ‘Timely’.
An example of a SMART goal could be to increase traffic to your website through current social media campaigns. For example: “In 6 months, we’ll see a 15% increase in the number of signups on our website through current social media campaigns. We’ll achieve this by adding a highly visible website link to our current social media campaign.”
So how can you get a SMART goal to really work for you? If you take the example we just gave and dig deeper into each area, you will see that the simplicity is what makes them so powerful.
Specific — I want to increase traffic to my website using current social media campaigns. (this is an example of a clearly defined goal).
Measurable — The goal is an increase of 15% over six months.
Attainable — In the past six months there was an organic increase of 5%. By adding the visible links to the website, an increase of 15% is an attainable goal.
Relevant — By increasing the traffic to our website using current social media campaigns, we’ll be able to boost the number of overall leads.
Timely — In 6 months.
By regularly using SMART goals, you will keep on track and cut down on the amount of time you spend figuring out where to go next. More importantly, you will see real, tangible results that will keep you ahead of the competition and measure trends. You may even get to that dental appointment before Thanksgiving!