Tips for Creating a Successful Marketing Campaign
Your real estate business will only be as successful
as your marketing campaign; therefore it is essential
to get your marketing campaign right. No matter what
you use for a marketing vehicle you must constantly
test, analyze and tweak to see which part brought in
good or bad results. Once you know this you’ll be
able to decide if it can be improved - or if it
should be dispensed with.
Six important elements of your marketing campaign are: -
• Marketing purpose
• Marketing objectives
• Presentation
• Information
• Venue and
• Expectations
Marketing purpose seems to be obvious. You want to get leads to buy and sell property so you can make a profit. But wait! If your goal is to have happy and satisfied customers, you will still achieve the first goal - and probably do so more quickly. So your marketing purpose is actually to establish an emotional relationship with the customer based on your brand or service; this includes trust and respect.
Marketing objectives. The main objective here is to get your name out there where people can recognize it, draw their attention to your product or service and let them know how it will improve their life. You also have to give them the opportunity to purchase the service.
Presentation: Use everything at your disposal to achieve a meaningful and stimulating presentation. New technology is wonderful for this, but don’t forget the tried and true methods of advertising, brochures, postcards, newsletters and the like.
Information. The customer needs to be instructed, informed, involved and entertained. The last will enhance the first three objectives. High-pressure selling or hype of any kind will turn your prospective customers away in droves. They have seen enough of it and are cynical. Humor will make them laugh - and keep reading.
Venue encompasses presentation but is more, in that it includes where your presentation will take place; websites, shop windows, newspapers, magazines, television and radio. Make use of them all.
Expectations: yours, your manager’s and your customers. To start with, what are your own expectations? You will want a good ROI, but Rome wasn’t built in a day and you can’t expect to be an overnight success. It takes time to build good presence, gain trust and respect and get your campaign going. Your manager will be pleased to see the leads roll in, but he doesn’t expect you to be superman - at least not all the time. It bears repeating; your customer is the most important part of the equation. Once you get happy customers everything else will start to fall into place. If you don’t you’d better get out there and start analyzing and tweaking your campaign to see what’s missing.
Six important elements of your marketing campaign are: -
• Marketing purpose
• Marketing objectives
• Presentation
• Information
• Venue and
• Expectations
Marketing purpose seems to be obvious. You want to get leads to buy and sell property so you can make a profit. But wait! If your goal is to have happy and satisfied customers, you will still achieve the first goal - and probably do so more quickly. So your marketing purpose is actually to establish an emotional relationship with the customer based on your brand or service; this includes trust and respect.
Marketing objectives. The main objective here is to get your name out there where people can recognize it, draw their attention to your product or service and let them know how it will improve their life. You also have to give them the opportunity to purchase the service.
Presentation: Use everything at your disposal to achieve a meaningful and stimulating presentation. New technology is wonderful for this, but don’t forget the tried and true methods of advertising, brochures, postcards, newsletters and the like.
Information. The customer needs to be instructed, informed, involved and entertained. The last will enhance the first three objectives. High-pressure selling or hype of any kind will turn your prospective customers away in droves. They have seen enough of it and are cynical. Humor will make them laugh - and keep reading.
Venue encompasses presentation but is more, in that it includes where your presentation will take place; websites, shop windows, newspapers, magazines, television and radio. Make use of them all.
Expectations: yours, your manager’s and your customers. To start with, what are your own expectations? You will want a good ROI, but Rome wasn’t built in a day and you can’t expect to be an overnight success. It takes time to build good presence, gain trust and respect and get your campaign going. Your manager will be pleased to see the leads roll in, but he doesn’t expect you to be superman - at least not all the time. It bears repeating; your customer is the most important part of the equation. Once you get happy customers everything else will start to fall into place. If you don’t you’d better get out there and start analyzing and tweaking your campaign to see what’s missing.