Realty411 Magazine Featuring Eric Counts, Credit Nerds | Page 39

Why You Need to Create
a Customer Plan
for Your REI Business
By Sharon Vornholt
off but marketing isn’t one of them.
In order to effectively market your
real estate business so that you always
have leads, you must have a
marketing plan.
Once you have implemented your
marketing plan, it’s time to move on
to your customer plan.
Exactly What Is a
Customer Plan and Why
Do You Need One?
Today I want to talk about
why you need to create a
customer plan for your real
estate investing business (in addition
to a marketing plan) and exactly
what a customer plan is. This is a
new concept for real estate investors,
but it’s something savvy businesses
have been doing for a while.
What’s the Difference
Between a Marketing Plan
and a Customer Plan?
Simply put, a marketing plan is
used to get leads. It’s used to attract
motivated sellers.
Your customer plan details your
process or what you do to keep those
leads. The goal should be to have a
repeatable process for nurturing the
people that come into your business
as leads.
Let’s Look At Your
Marketing Plan
One of the first things you probably
learned when you started your investing
business was that your #1 job is
marketing. You won’t be in business
very long if you don’t have a steady
stream of leads coming in the door.
There are a lot of things you can put
39
A customer plan is a document
that you create for your specific
business. The customer plan for a real
estate business would look much
different than one a doctor created for
their medical practice.
If you look at most businesses,
they spend a lot of time writing
business plans and marketing plans
that attract customers. However,
almost no one has a plan for keeping
those customers (AKA motivated
sellers) once you have gotten them to
call you. Real estate is no different
from any other business; it’s all about
the customer. In our business they
just happen to be folks that want or
need to sell a property.
Your customer plan should be a
detailed document that outlines
everything needed to create a
remarkable customer experience.
This is the time for innovation; the
time to think outside the box. If you
really want to be the standout
company in your marketplace, you
need to find a way to reinvent the way
you do business and deliver that
exceptional customer experience.
Once you have created your
customer plan, it also serves as a
roadmap for making your company
the absolute best company in your
market.