Real Estate January 15, 2024

Marketing Channels – Business Blueprint part 5/5

Unlocking Success in Cleveland Real Estate: Mastering Marketing Channels for 2024


How was your 2023? As we transition into the new year, it’s essential for real estate agents to have a solid plan for 2024. Surprisingly, many agents lack a written business plan. In a recent session with Mike Ferrante, a seasoned Cleveland Realtor at Century 21 HomeStar and the 21 Mike Team, the focus was on changing this narrative. Over a five-week series, Mike and Broker/Owner Tony outlined a step-by-step guide to crafting a successful business plan. Last week, they delved into understanding the sources of business—the “WHO” of marketing. This week, it’s all about marketing channels—the “HOW” in reaching your audience.

Week 5: Marketing Channels – Reaching Your Audience:

Mike Ferrante emphasizes the significance of creating opportunities for success. This blog post unpacks the valuable insights shared in his week five training session on marketing channels.

  1. One-to-One Marketing Channels:
    • Utilize Your Phone: Your contact list is a goldmine. Reach out to people directly via calls, voicemails, emails, and text messages.
    • Direct Messages on Social Media: Platforms like Facebook and LinkedIn offer opportunities to connect with individuals directly. Ensure a purposeful approach to your time spent on social media.
    • Comments on Social Media: Engage with your audience by commenting on posts. Make it personal and genuine.
    • Personal Meetings and Coffee Sessions: Face-to-face interactions remain invaluable. Set up meetings, especially with individuals in your sphere.
    • Handwritten Thank You Notes: Stand out by sending handwritten notes. Mike suggests sending a thank-you note after listing appointments to leave a lasting impression.
    • Door Knocking: While unconventional, door knocking can be effective. Introduce yourself, share recent neighborhood sales, and offer assistance.
  2. One-to-Many Marketing Channels:
    • Reverse Pop Buys: Host events where clients come to you, creating an opportunity for face-to-face interactions.
    • Events and Parties: Consider organizing events such as client appreciation nights or themed parties to engage with multiple clients simultaneously.
    • Seminars: Educate potential clients with seminars focused on home buying, selling, or other relevant topics.
    • Clubs and Boards: Join local groups like PTAs or business networking organizations to broaden your reach.
    • Open Houses: Strategic open houses can attract potential clients. Engage visitors with a well-thought-out plan.
  3. Free Marketing Channels:
    • Social Media Updates: Regularly share updates, stories, and posts on platforms like Facebook, Instagram, Twitter, Pinterest, Snapchat, TikTok, etc.
    • Update Profiles: Maximize your presence on real estate platforms like Zillow,, and by regularly updating your profiles.
    • Participation in Local Groups: Join local community groups and contribute by answering questions or sharing valuable information.
    • Swag and Apparel: Wear branded clothing and distribute pens or other items as part of your advertising strategy.
  4. Paid Marketing Channels:
    • Bulk Email: Use platforms like MailChimp to send regular market updates to a large audience.
    • Print and Direct Mail: Combine postcards, flyers, and letters with other marketing methods for a comprehensive approach.
    • Online Ads: Explore paid opportunities on social media platforms, Google, Bing, YouTube, and
  5. Content Creation Channels:
    • Podcasts and Blogs: Consider creating regular content, such as podcasts or blogs, to showcase your expertise and attract an audience.


In conclusion, Mike Ferrante’s insights provide a roadmap for Cleveland real estate agents to enhance their marketing strategies in 2024. By combining one-to-one and one-to-many channels, leveraging free and paid platforms, and consistently engaging with the audience, realtors can create a robust plan for success in the coming year. Embrace these strategies, adapt them to your style, and watch as your real estate business thrives in the competitive Cleveland market.


For more great Real Estate content:

You can listen to our Podcast FREE BEER AND REAL ESTATE or YouTube for Mike’s weekly classes!!!