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Marketing Menu
Feast or Famine?

Your entire business marketing plan must be focused on finding people who want, need and understand the value of your services. Identifying these ‘choice clients’ is critical to attaining your goal of building a strong and ongoing repeat and referral business. In addition to understanding and appreciating your own knowledge, skills and value to your clients, you must also:

Determine the problems that plague your choice client and convince them that you can solve them. Be their PROBLEM SOLVER.
Identify your niche or specialty service(s)---residential, commercial, land, investment or resort properties, etc. Be their SPECIALIST.

Promote the real estate services that you are the best at and that you enjoy doing the most.Your enthusiasm will attract the attention of both existing and potential clients, as well as distinguish you as an expert.

A one level marketing effort will never be as effective as

‘fusion’ marketing where you implement three or four marketing ideas concurrently or
cooperative marketing, which is co-marketing with businesses--not competitors--that have the same choice client as you do. Mortgage and title companies, real estate stagers and professional organizers would be ideal candidates for building alliances.

With the New Year just around the corner, now is the time to look back and assess the success of your 2006 marketing plan and make any necessary changes that will enable you to accomplish your 2007 goals. Every day of the week you should include at least one---preferably three---activities that are aimed at promoting your business, meeting potential clients and alliance partners and heightening your overall visibility. Use the dowloadable marketing chart and marketing menu below to begin tracking your activities.

Marketing Menu of Activities

Meet with alliance partner (mortgage, title, stager, etc.)
Write a Press Release---it’s free!
Media Pitch (TV, Radio, Print)
Write an Article, Ad ,or Client Tips Sheet
Coffee, Breakfast, Lunch with potential client
Real Estate Meeting
Real Estate Luncheon
Toastmasters Meeting---learn presentation skills
Leads Group Meeting
Trade Show participation
Have an Open House or Brokers Open House
Make a Presentation
"Thought You'd Be Interested" note
'Sphere of Influence' Mailing with content-rich info
“Nice Meeting You” note
“Saw You in the Paper” note
“Congratulations” note
“Thanks for the Business” note
“Thanks for the Referral” note
Letter of Introduction Mailing
Phone contacts
E mail contacts

Studies tell us that it takes at least seven and sometimes 20 contacts before a customer will respond to marketing pieces. Repetition tends to lead to an action step, so consistency, frequency and a variety of methods will bring customers to you. “If you market, they will come.”

About the Author: Sandy Dixon is a former Realtor® and sales, marketing and training executive. She teaches people how to start, market and grow their own real estate staging and interior redesign businesses, also offering redesign/staging workshops for both existing business owners and those looking to start a new career. Visit her website at www.interiorarrangements.com for information on her PR and marketing products and her training and mentoring programs.

And another important resource:

"In Touch Today’s power point presentation far exceeded my expectations. The PowerPoint presentation was a very valuable tool that my company used to educate our prospective clients. We were rewarded with two closed real estate transactions totaling over $3500.00 in commissions."
~ Edward Tab, Neighborhood Realty Group

Presentations and Educational Brochures

Be your clients ‘problem solver’ by providing endless education on important topics. Host a free Presentation about Buying their First Home, Understanding their Credit Score, or Investing in Real Estate.

Also, during or after the presentation, hand out Educational Brochures so they will have additional topic related information, and most importantly - your contact information.