Split marketing time three ways: 25% on offers and listings, 25% on brand awareness, and 50% on personal, human content for the people you know.
The idea
In the Marketing Mindset module of my coaching program we drew marketing as a pyramid with three layers. Generalized beyond real estate:
Offer marketing ("here's what I'm selling"): listings, launches, promotions, just-closed announcements. It's inconsistent by nature because it follows how busy you are. 25% of your time, and delegate it, automate it, or send it at a fixed time.
Brand awareness ("I'm in this business"): market data, newsletters, announcements, local happenings. Send it to your C-list, and to A's and B's only if they engage with it or ask for it. 25% of your time.
Human marketing ("I'm a helpful, caring human"): your experiences, passions, hobbies, partnerships with others. This goes to your A's and B's, planned at the start of each month, and it shapes what goes into your brand newsletter. 50% of your time.
How to do it
Put offer sends on a fixed schedule, or delegate or automate them.
Send brand content to your C's, and to A's and B's only if they engage with it or ask for it.
Plan human content for your A's and B's at the start of each month, and let it shape your newsletter.
Example
The example we gave agents for step 1: open houses go out every Friday at 10 am, new listings and just-solds every Monday at 10 am.
Sources
From Zvi's coaching program
Related frameworks
Brand vs. YOU Marketing: Brand marketing builds broad awareness of what you do; YOU marketing (personal stories, gifts, birthdays) builds deep one-to-one connection. Do both.
The Four-Week Content Model: Answer one prompt a week (work excitement, personal excitement, an experience, what clients feel) and share it to your A's, some B's and social.
Your Authentic Cadence: Decide how many messages a month you're genuinely comfortable sending someone, then plan your sends within that number.
Sent, Seen, Felt: Before every send, review your last one: what you sent, who clicked and replied, and whether they felt what you meant.