As the New Year swings into gear, agents throughout the industry are reviewing last year’s accomplishments and planning their efforts for the months ahead. Many agents like to dive right into creating marketing materials, ordering collateral, placing ads and investing in new client lead gen.. Before you do, take some time to think about making your marketing investments as strategic as possible. Here are a few best practices:
Ever hear the saying “I know that half of my marketing investments are wasted, I just don’t know which half”? This sentiment, attributed to 1830’s merchant John Wanamaker represents the once prevailing belief that marketing cannot be measured.
That may have once been true, before the advent of online marketing. Back then, decision makers largely employed a “superstition strategy” that spread marketing dollars across disciplines, being sure to cover every base, and hoped that one or two would produce desirable results. Not so anymore.
There’s a lot of talk these days about “extending your reach” in marketing and I think that’s good. Working to expand the number of people who know you and what you offer is important. Expanding your efforts into additional marketing channels is also good. While your clients may have a preferred medium of digital communication (like email), studies show that people rely on multiple platforms for information including social media, advertising, text and others. This is especially true for Millennial consumers whom, as you know, comprise an ever-growing share (up to 40%) of home buyers.
Here at rezora, we believe differentiation is key - for us and for you.
Being able to clearly set yourself apart is more than good defense, it's a way to establish a consistent and unique place in the mind of your customer.
For instance, were someone to ask me "what makes rezora stand apart from its competitors?", I would point to our unique ability to join Marketers and their Sales Agents in marketing collaboration.
Here at rezora, we believe in the revolutionary idea that sales agents can be good marketers!
"Sacrilege!", say Marketing Directors everywhere. "I must protect my brand".
If you're a Marketing Director, what to do? How do you promote your brand, protect your brand, scale your efforts and engage your agents - all while managing a comprehensive program with limited staff and resources?
As a real estate agent, it's common to experience moments of existential angst. The following stats may make you wonder if you can carve out a sustainable niche in your local market.
You've created the perfect marketing email. You've built a quality contact list. You send at the right day and time. Your ducks are in a row, but your open rate is lower than you hoped. What gives? Is it your bounce rate? Did your email go to SPAM? Did a bunch of contacts unsubscribe? It may be none of the above.
Unless you're a proponent of Inbox Zero, chances are you've got a bunch of unread emails in your inbox. Your customers are probably the same, so it's easy to envision them scrolling through their inbox, skimming the subject line of each email (yours included) and, if it does not catch their interest, clicking delete...delete...delete.