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Marketing/Advertising is one of the most overlooked vital components to a business’ success. In fact, the largest part of some fortune 500 company’s budgets is their marketing budget. The concept should be no different for your business. Your profits are directly related to how you market to your customer and how much market coverage and the message you bring to the market.

Marketing today is much different than it was four or five years ago. The days of putting a sign in the yard and calling a realtor are simply not enough with today’s online environment. Investors are doing deals with their cell phones and the technology is going to get even more advanced over the years. In this article, we will give an overview of the importance of marketing, and how it can make or break your business.


We market to attract clients and produce business results. We market to make sure we help get traffic to our properties, and our services and business. The bottom line is that we all need to market to get the best results and return. We market because it is vital to our overall success. In a nutshell, it is hard to do business with you if the world does not know you exist. We market to spark others to take specific action based upon our message.

We market for the following purposes:

  • Give awareness of your product in the marketplace
  • To make more money
  • To deliver information to facilitate business market action
  • To stand out from the competition for your products and services
  • To increase profits through increasing demand for your product
  • To separate your products and services from the rest of the marketplace


You offer the market more than you think. With technology getting better every day, it is easier than ever to deliver your marketing message to the masses. With the advent of the internet there are several revenue producing legs you can add to your regular marketing message. Time to broaden your marketing horizon.

The 7 major “Marketing Magnets” that a “Master Marketer” uses to grow their business fast in the real estate marketplace are the following:

  • Your Services (Branding)
  • Your Real Estate
  • Your clients
  • Your "Power Team"
  • Other Services
  • Others Real Estate
  • Other Clients


Marketing is not just about getting the word out there--it is equally as important to make sure the right message is being marketed. Your branding can be everywhere, but if the message does not hit the mark, the result may not be as strong.

The “Marketing Message” needs to bring the market to action. Awareness, unique advantages, communication with your clients, as well as making sure there is proper information for call backs to inquire about the property are all good examples of a marketing message.

A few examples of “bad” marketing would be…

  1. Ads that do not have a way to respond, or no number to contact.
  2. Marketing that doesn’t have the proper research on the prospect.
  3. Verbiage that is not targeted.
  4. Wrong media platform. One would not advertise solely on email or social media, or just the newspaper.


The "How to & Where" piece should always start with, “How do I get the most coverage for my marketing message?” The answer is with "leverage" through different marketing vehicles. Some vehicles include mailers, physical signs, and or e-mail. There are several more, so we need to upgrade our marketing vehicle blueprint.

Some examples are...

  • Direct Mail
  • E-mail
  • Realtor
  • Phone Calls
  • Radio
  • Television
  • Social Media
  • Signs
  • Newspaper
  • R.E.I.A.s
  • Car Magnets


Where to market is one of the most important questions to answer in real estate today. In the past, the question was easy in the sense that the default answer was to market on the MLS for real estate. With the explosion of “information technology,” where do we market? The answer is… EVERYWHERE

In summary, understanding the importance of marketing, one must realize marketing today is vastly different than the days of even three years ago, when putting a sign in the yard was one of your biggest marketing initiatives. Business moves at the speed of technology. Proper marketing delivered with leverage can be the difference that turns your real estate brand into a market leader, producing more leads and more profits with less effort than your competition can imagine.

Here at Legacy, we will teach you all the strategies you need to execute your marketing campaigns. To drive business in and create maximum returns! Marketing is fun and once you learn the proper way to execute these strategies for your business, the sky is the limit!

We look forward to seeing you in class!

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Big picture takeaway points

  1. We attract clients and produce business results when we market. It is vital to ensure the best return for our business.
  2. It is hard to have a successful business if the world does not know you exist.
  3. With technology getting better every day, it is easier than ever to deliver your marketing message to the masses.


Self-reflection questions to think more about the content

  1. How will I market my business? What are the different ways you market your real estate business?
  2. What’s my message? Have you worked on or thought of a good marketing message?

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