Business Generation Plan Instructions

Business Generation Plan Instructions

The Why: Branding vs Direct Response Marketing

You need both strategy and tactics to be successful, but strategy must come first, and it dictates the tactics you use. This is where your marketing plan comes in. Think of your marketing plan as the architect’s blueprint for getting and retaining customers. Branding, mass marketing, and ego‑based marketing is the domain of large companies. Achieving any kind of cut‑through requires an enormous budget and the use of

expensive mass media.

Direct response marketing is designed to evoke an immediate response and compel prospects to take some specific action, such as opting in to your email list, picking up the phone and calling for more information, placing an order or being directed to a web page. So what makes a direct response ad? Here are some of the main characteristics: #

1. It’s trackable.

2. It’s measurable.

3. It uses compelling headlines and sales copy.

4. It targets a specific audience or niche.

5. It makes a specific offer.

6. It demands a response.

7. Multi‑step, short‑term follow‑up.

8. Maintenance follow‑up of unconverted leads.

Direct response marketing is a very deep topic with many facets. The 1‑Page Marketing Plan is a tool that helps you implement direct response marketing in your business without needing to spend years studying to become an expert.

Selecting a Target Market

Who is my ideal customer?

Age, income level, occupation, education, marital status, etc.

What are their needs and desires?

What problems do they need to solve? What are their goals and aspirations?

Where do they spend their time?

Which social media platforms, websites, or physical locations do they frequent?

What are their purchasing behaviors?

How do they prefer to shop? What is their decision‑making process like?

What influences their buying decisions?

Friends and family, social media influencers, advertisements, reviews, etc.

What are their pain points?

What challenges or frustrations do they face in their daily lives that your product/service can alleviate?

What is their lifestyle like?

What are their hobbies, interests, and daily routines?

How do they communicate?

What language, tone, and style do they prefer in communication?

What are their demographics and psychographics?

Beyond basic demographics, what are their attitudes, values, and opinions?

What is their geographic location?

Where do they want to live?

What is the size of my target market?

Is it large enough to sustain my business but not too broad to be effectively targeted?

3 Questions to Evaluate Your Target Market Selection

Score these all from 1‑10, and compare the total of each target market: #

1. Personal fulfillment – how much do you enjoy working with them?

2. Value – how much does this market value your work? How much value do you provide to this market?

3. Profitability – does this target market make financial sense, is there a good return

Target message

1. Problem

2. Solution

3. Result

It's all about creating empathy for your target client to show them that you understand their problems and can help solve them. A message that captures your attention is one that resonates with your problem. Infomercials are always the best example; my back hurts, my dishes are dirty, etc. Marketing messages/sales scripts are often self‑focused.

I sold 900 houses last year, and I’m the best so let me make you number 901.

Vs

If you’re tired of all the maintenance with a large home, I specialize in working with those who are looking to downsize into a stress‑free lifestyle so they can enjoy spending more time traveling and with their grandchildren.

Lead Sources – Examples

Agent Referrals

Networking Groups

Billboard Ad

Online Referral Sources

Direct Mailer

Open House

Door Knocking

Past Client Referrals

Email Campaigns

Past Clients

Event Hosting

Radio Ads

Expired Listing

Relocation Referrals

Facebook ads

REOs

Facebook Groups

Sign Calls

Facebook Organic

Sphere

Fsbo

Sphere Referrals

Google Pay Per Click

Vendor Referrals

Google Local Service Ads

Youtube

Home Valuation Leads

Zillow

Instagram

Linkedin

Activities to reach my lead sources (Lead Measures)

These are the activities you do to touch your lead sources, this is where the action items come into play. If open houses are a lead source, then where and how many are you doing? Examples: #videos shot, # of email campaigns, mailers, open houses, phone calls, social media posts etc. These are considered lead measures.

Lead measures describe activities or sub‑goals which can be acted upon. A good lead measure predicts success on the lag measure, and the team has direct influence over it — it’s not dependent on another team. The team should choose their own lead measures by selecting activities that will have the most impact on achieving your goals.

Lead capture system: How do you capture leads?

Capture detailed information from prospective buyers and sellers, enabling effective follow‑up and conversion. Tailor each landing page to specific properties, events, or content, enhancing user engagement and satisfaction. Focused landing pages reduce distractions and encourage users to take specific actions, resulting in higher conversion rates.

Open House Sign‑In Sheet

Capture buyer info

Create QR Codes

Individual Property Registration

Forced Registration for ads

No registration for social media

Search Registration

See similar properties to your listing

See Open Houses in the area

Target people looking in specific areas

Just Sold Landing Page

Farming specific neighborhoods

Content Pages

Types of content to include (e.g., blogs, articles)

Single Property Pages

Advertise an individual property, further customization

Seller Home Valuation Pages

How much is your home worth?

Appointment Scheduler

Set up phone call, buyer consult, seller consult etc

Lead Nurturing System

Nurturing leads is the process of taking people from being vaguely interested in what you have to offer to desiring it and wanting to do business with you. The lead nurturing process ensures that leads are interested, motivated, qualified and predisposed to buying from you before you ever try to sell to them.

Examples: Market reports, email campaigns, e‑alerts, follow‑up phone calls, welcome packages, etc

How do I deliver a world‑class experience after they are a client?

By delivering a world‑class experience, you turn customers into a tribe of raving fans who want to buy from you repeatedly. To deliver this world‑class experience, you need to implement systems in your business and make smart use of technology.

One of the things that separates extraordinary businesses from ordinary ones is that they lead tribes, tribes of raving fans — not just customers. In your business, a tribe member is a special type of customer. One that acts as a cheerleader and is actively conspiring for your success. Your tribe members amplify your marketing message and take it to heights you’d never be able to reach on your own with paid advertising.

A customer who buys a product or service and doesn’t use it or implement it correctly is highly likely to write it off as something that doesn’t work, and that’s the last thing we want. At best it ends up being a one‑off sale and at worst, it ends up being labeled a scam. As ridiculous as someone calling treadmills a scam because they failed to actually use it, a consumer can do the same with your product or service.

How do I increase and generate referrals?

Orchestrating and stimulating referrals is an active process. Many businesses wish and hope for referrals but don’t have a deliberate system for making them happen. By implementing some simple tactics, you can make the flow of referrals a more reliable part of your marketing process.

One of the best ways to get referrals is by straight out asking for them from customers for whom you’ve delivered a good result.

By increasing the reliability of word‑of‑mouth marketing, you can regain control of your lead flow and build a solid foundation for rapid business growth.

Finding other complimentary businesses that your customer deals with before they deal with you can help you uncover untapped profits in your business. Setting up a joint venture (JV) arrangement with one or more of these businesses that is not in direct competition with you can be a cheap or free source of leads.

Look at who has your customers before you and after you and find ways of creating value in both directions. This can become an important source of new customers and new revenue for your business.

Setting a Goal: #

Pick one critical goal (or at the most two.) It’s difficult for most ambitious people to focus on only one goal, but this concentration of forces is necessary to defeat the whirlwind. You still need to spend 80% of your time and effort on day‑to‑day tasks, but 20% should be focused on achieving your goal. Once a goal is achieved, it becomes a habit and goes back into the whirlwind.

The goal format should be in the form of progressing from X to Y by a certain date.

Example: I will go from 4 closings generated from my target market in quarter 3 to 7 in by 12/31/2025

My weekly accountability commitment: #

The accountability commitment will accomplish the following: Establishing a clear path ahead, resolving any problems, and outlining actions for the next week.

Rules: #

1. The session is held at the same time every week.

2. The whirlwind is not allowed, no matter how urgent the issue.

In this accountability commitment, there are 3 parts: #

1. Account: Report on individual commitments made in the previous session.

2. Review the scoreboard: Learn and problem‑solve.

3. Plan: Make new commitments.

Example: On Tuesdays at 10:00 am I will text my accountability partner my commitments that I made for last week, a screenshot of my scoreboard, and what I’m doing the next 7 days.