Changing Market? Change your Marketing!
Advertising executive, religious writer, copy writer and United States Congressman Bruce Barton once said:
"When you are through changing, you are through."
Could anything be truer for real estate?
Many of us are in “changing markets” or “soft markets” and are wondering how to make it through these tough times and still generate leads. For many, that means finding low-cost or no-cost marketing ideas.
Here are a few simple suggestions to cut down on your marketing expenses and still steady yourself in times of change:
1. Evaluate what you are already doing.
What’s working? What isn’t? What is generating business and actually bringing in leads that get you to the closing table? Look back at your past marketing and plan your 2008 marketing accordingly. And from now on, keep detailed records of the effectiveness of each piece.
2. Get writing!
Blogs are big! Of course you know that — since you’re reading one right now! The best part is, they can also be FREE. Chances are you’ve thought about starting one. Starting a blog is a great way to reach out to your clients (and gain potential clients). Then you have to promote it.
Put the link everywhere — business cards, flyers, your Web site(s), and signage. What you
have to say is valuable. So put it in writing and then tell the world about it!
3. Market to your biggest cheerleaders.
This includes past clients, sphere of influence, friends, and family. These are the people who want to help you with your business and want to see you succeed. Focus your marketing on them. Send them items they can use – market news, household gadgets (jar openers with our logo have been very successful for us), anything that promotes you but is still useful and valuable.
For better or worse, the key to successful marketing is to change with the times! Remember, the housing challenge is a cycle, not a disaster. When there are downs, that only means that there are ups on the horizon!
Maura Gebhardt, ABR®, MA, is the marketing and advertising director for The Gebhardt Group, RE/MAX Greater Atlanta, as well as a buyer specialist.
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Comments
Great Article. Keeping tabs on our numbers is crucial to successful marketing.
Posted by: Ulises Romo | January 28, 2008 11:40 AM
I definitely agree with #2... blogs are big and overtaking traditional websites in terms of Search Engine Optimization (SEO).
Keep up the great work!
Posted by: Chad Huck | January 29, 2008 07:22 PM
I agree with writing Blogs and trying to provide items of value for your sphere. I provide Comparative market analysis, community information to keep people informed.
Posted by: Sharon Paxson | February 1, 2008 10:50 AM
ONe of the things I've found is that the consistency of my blog impresses clients. You don't always have to write about RE (in fact I suggest doing more "placeblogging").
Posted by: Toby Boyce | February 4, 2008 08:55 AM