It is imperative for every real estate marketing plan to have an established business plan as well. The business plan steers real estate marketing efforts to a direction one has envisioned. Instead of vague goals and limited information, the company or the individual knows just how to get there.Before writing the contents of a marketing plan or (if it has already been set in motion) before taking it to the next level, here are a few pieces of advice to consider:Simplicity is efficiency. As much as possible, avoid getting caught up in a web of procedures, strategies and tools that are too complicated to implement. Simplicity is still the best recourse. A simple marketing plan is easy to implement because the provisions or attendant requisites are not that difficult to understand. Complicated plans tend to be ambiguous, thus causing implementation issues. It is also an advantage to accommodate and implement a plan that is simple because loopholes and other such errors are easy to spot and correct.Tie it to a goal. In the process of implementation, remember the goals originally set out in the business plan. These goals are guideposts as well as constant reminders that will help launch a set of marketing strategies. The marketing plan must always be in congruent with the business plan.Be firm and flexible. It is challenging, but if a company, an agent or a broker manages to formulate a marketing plan that is both flexible and firm, it is easier to learn to adapt. Flexibility is the ability to change with the constantly changing marketplace. A marketing plan which is flexible and at the same time firm provisions is resilient to unpredictable supply and demand patterns and can shift gears without falling prey to collateral damage.Formulating and writing a marketing plan involves a few things:First, draw out all thoughts and ideas that come to mind. Using a mind map or a concept map can be very helpful. Leave no stones unturned. Account for every perception brought forth. Even if some of these may not be of use for the present, they can always be utilized for future use. Be open to anything and everything. During brainstorming stage, all ideas are correct. What matters is that a bunch of these ideas can address present issues.Secondly, organize and select. A disorderly marketing plan is doomed to fail. Streamline ideas generated during brainstorming. Select those that are applicable to present circumstances. Do not discard those that are not applicable. Store them in an easily retrievable file folder or device as they can still be used for future brainstorming sessions.The third step is to create real estate marketing strategies suitable to identified needs. Such strategies should also be mindful of other factors like existing resources, area/s of concentration or specialty (i.e. residential homes, condominiums, memorial lots, etc.), target audience and the like. For instance, if area of concentration is residential, it is best to use a strategy that can capture the essence of a home so that it easily appeals to families or people planning to build a family. The company or individual may opt to produce real estate notepads shaped like houses. Another option would be to use real estate marketing postcards designed in such ways as to earn the sympathy and/or appreciation of homey individuals or those individuals who would rather live in houses instead of condominiums.Document. Fourth and final step, depending on preference, is to document everything. Incorporate all components of the final marketing plan in a single document. This will serve as a guidebook of sorts whenever you feel the need to revise the plan or take it to the next level.By Sara Goldman, PowerRealEstateMarketing.com

With the recent spike in home sales, buyers and sellers alike are feeling the pressure to quickly close on their purchase transaction before mortgage rates go up and demand for new homes slip. But before rushing to “ink the deal,” understand that real estate professionals are required to provide written disclosures to their clients on a variety of important items necessary to the transaction, as they directly affect the buying or selling decision. Here are 8 areas where written disclosure should be or are required:1. Affiliate Disclosures. These days, it’s common for a mortgage company to have a business interest in a title company or a real estate brokerage to also own a mortgage company. These are called “affiliate” relationships, and the relationship must be disclosed to the potential end users of these services. For instance, a mortgage company must disclosure in writing to its loan applicants that is also owns a title company that will close on the mortgage and purchase transaction. A loan applicant is not required to use the “affiliate” title company and can use another suitable title provider instead. Most importantly, a home seller or buyer cannot be pressured to use an affiliate service or be prevented from seeking a loan or making an offer on a home, just because one chooses to do business with an “unaffiliated” business.2. Third- party services. Similar to the above paragraph, a home seller and real estate agent cannot require someone to use a third party service in order to purchase a home. A third- party could mean a lender, a title co, an appraiser or inspector. However, one can give better pricing to a buyer who uses their services. For example, a lender can waive fees if the buyer uses one of their “affiliates,” however, they cannot prevent you from making a loan application or denying a loan for refusing to use their business affiliates.3. Real estate agent disclosure. If a real estate agent is selling a home that they own, they must disclose that they are a licensed real estate agent. Some states limit this disclosure to only an agent’s primary residence. Other states require the disclosure for any properties that the agent owns.4. Dual agency. A seller’s agent or “listing agent” represents the seller. The seller’s agent does not have any professional duty to a buyer who is not represented by their own agent. The buyer should hire their own agent. A dual agent is an agent or real estate broker that represents both parties in the transaction. Agents must provide written disclosures to both a parties when they act as dual agents. In theory this disclosure is supposed to make a dual agent in a transaction neutral. However, a real estate deal is never without some controversy and give and take, and therefore this writer suggests that a prospective purchaser hire their own “buyer’s” agent.5. Title agency. A title company’s function is to insure that the ownership to a specific property is valid according to public property records so that a lending institution can provide a mortgage on the property or a purchaser can take proper title from the rightful owner. Title agents represent the insurance companies that provides this coverage. They do not dispense legal advice to buyers or sellers. They do not represent lenders or real estate brokers. Title companies must disclose when they have an affiliate relationship with a property service provider, meaning that they are owned by the lender or real estate brokerage, or even an appraiser.6. Provide all offers. A real estate agent is required to provide its sellers with all offers. Unless a seller specifically instructs an agent not to bring certain offers, say one below a certain price or time frame, the agent must present the offer. Therefore, if a buyer feels that an offer was not presented, they should contact the agent’s broker. In some states, it’s customary for a buyer or their agent to present the offer directly to the seller. But nothing prevents an enthusiastic buyer from directly speaking with a seller, it’s just not commonplace.7. Terminating a real estate agent. It is a common misconception among sellers that they cannot fire or terminate their listing agent. They can. However, the best way to still market one’s property without bad feelings is to approach the agent’s broker and have the broker assign a new agent to the listing. Understand that the agent and broker still have a “protection period” that protects them against the seller closing a transaction with a buyer that the agent, through their business efforts, had previously procured. The period is usually for 180 days, but at time of listing a property this period can be negotiated down to 90 or even 60 days. Regardless of the time limits, it is wrong for a seller to take advantage of the agent’s efforts and is grounds for legal action.8. Attorneys. Like a property agent, an attorney cannot represent a buyer and a seller in a transaction unless the attorney discloses the conflict in writing and both parties sign the disclosure. If two parties to a transaction have completely different versions of a transaction, then it’s time that one party hires their own attorney.In a residential real estate transaction written disclosures comprise most of the real estate package. For those new to real estate, hire the right adviser to guide one through a successful transaction. But make sure to read and understand the disclosures and how they apply to one’s deal, as they are there for the buyer or seller’s benefit.