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BSpring is right around the corner, and you know what that means…spring cleaning! This year, take that fresh-start mentality out of your home and into the office, and assess your office collateral. Over the course of a year, it’s easy to become complacent with the same messaging and material you’ve always used. Take this month to evaluate your vision, brand identity, marketing materials, agent strengths and social media presence. Then, make time to create new plans and materials for the busy spring season ahead.

Start with the fundamentals. How do you envision your business through the eyes of the consumer? Do your agents act as exclusive buyer’s representatives? Are you serving a niche market? Do you want to cater to millennials? Are you better aligned with the needs of seniors? Do you have a lot of experience with luxury properties? Once you’ve identified a vision and mission, you can better curate the marketing materials and tools to achieve your goals.

Next, assess your brand identity. Don’t underestimate the power of brand recognition. Make sure all your marketing materials coordinate visually, and ensure that they’re on message. For example, use upscale materials if your company’s focus is luxury properties, or use an ultra-modern design if you want to project a progressive approach. Repetition of your company’s logo, a dedicated color scheme and consistent use of appealing aesthetics will trigger the memory of potential and repeat clients.

Once you have these cornerstones in place, re-evaluate the marketing materials you’ve been using and determine if they’re in line with your company’s marketing direction. Make sure they conform to your brand identity, and ask yourself if they’ve been effective within the past year. If you’re not getting the return you hoped for, look to the rest of the marketplace for inspiration.

One of your greatest assets is your agents, so take inventory of them, as each one will have his or her own strengths. Inquire about their marketing efforts. If they’re doing something new and innovative, it might be worth using it throughout your office. Examine each agent’s knowledge, skill and ability, and work with them to expand your marketing strategy by leveraging their strengths.

Your marketing strategy has to evolve as your clients’ knowledge, sophistication and use of new media outlets evolve, making it critical that you know your audience and cater to it. Traditional marketing might work with baby boomers, but an informative website and increased social media presence will make more of an impression on millennials. You may also want to consider social media outlets other than Facebook and Twitter. Create a Pinterest board of homebuyer tips or seasonal homeowner advice. Consider using Instagram to enhance your listings, and LinkedIn to grow your contact list, secure more leads and identify yourself as an expert in your field. Take it a step further and write informative blog posts and share them with your contact list through the LinkedIn platform.

Take this month to evaluate your office collateral and, if necessary, make time to develop new strategies and marketing pieces that reflect your company’s vision and mission. A finely tailored marketing strategy will prepare you for the busy spring season ahead. RE

Marc Gould is vice president, Business Specialties, for NAR and executive director of REBAC. A wholly-owned subsidiary of NAR, The Real Estate Buyer’s Agent Council (REBAC) is the world’s largest association of real estate professionals focusing specifically on representing the real estate buyer. With more than 30,000 active members, REBAC awards the Accredited Buyer’s Representative (ABR®) designation to REALTORS® who work directly with buyer-clients.

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