I have been researching and building up a reference of marketing strategies, ideas and information that target today's (technically savvy) consumers. I am going to be breaking my suggestions down into small posts to avoid information "overload", which in my opinion, makes it difficult to decide on a plan of action.
An old favorite with some new twists... Direct Mail. Yes, I am actually serious! If done properly, direct mail can be very effective and the rate of return is measurable. Return on investment is directly related to the effectiveness of your design and the consistency with which you execute your campaign.
Having an effective design starts with the phrase "less is more". Keep the entire piece neat, classy and to the point. Postcard example: have a clean (relevant) graphic on the front and nothing else! Resist your urge to add text, multiple photos, etc. It needs to be eye catching and crowding the display with too much will immediately turn the consumer off. On the reverse, include ONE call to action - this will be your indicator that your marketing is being received. For example - request that they connect with you on a social networking site (i.e. Facebook, Twitter or LinkedIn) for neighborhood information, home values, refinancing tips... whatever the "giveaway" you must have a plan of action to provide it.
In order to execute a campaign with consistency, you must first create a strategy and schedule out your mailings. I recommend that you get in front of your clients faces with direct mail at least twice a month. It's important to narrow down who your target audience is, and then to market directly to that audience. Again, keep your materials concise and uniform.
Make sure that you are responding to any inefficiencies. If your return is low, then tweak your materials slightly, get other agent's feedback and suggestions, and then monitor your new results closely. Keep in mind that you cannot measure what is ineffective if you completely redesign the material.
Thursday, August 27, 2009
Welcome to My Blog!
This is not really a post, but more of a welcome message to give you some insight to who I am and what I will be offering here on this site.
I am a third generation Southern Californian, a real estate industry native (born into the business), and passionate, through and through, about RE/MAX®! I have worked at my family's company, RE/MAX Marquee Partners, Inc. for over seven years now (not including a one year detour into the Title Industry), and have done everything from filing and data input, to coordinating education, to handling advertising, marketing and graphic design.
I take great pride in managing the company's image with the public, and I also enjoy supporting our REALTORS® with their personal marketing and property advertising. I sincerely love the industry (call me crazy), but I fortunately inherited my grandfather, Bob Todd's (our franchise founder & pioneer member of the RE/MAX® concept in California), passion. He always said that "RE/MAX puts the 'independent' into independent contractor". He was right; there is no other brokerage quite like RE/MAX®, where associates keep the money that they earn, make their own decisions, and have the backing of a full support staff. Their in business for themselves, but not by themselves!
I obviously have great admiration for my grandfather, but he is not my only mentor. My mother, Kelli Todd (our franchise CEO), has always been a leading voice, guiding me (obviously) through personal and business life. She is such an amazing person inside and out, I almost do not know where to begin. I have watched her earn countless prestigious recognitions over the years, many specifically pertaining to her success as a businesswoman. You must know that real estate (brokerage) business has traditionally been a heavily dominated male industry; being a woman could actually be considered a real disadvantage. Regardless, she is a brilliant and inspiring leader! I hope one day that I too will be half as amazing and talented as she is.
So that is a little about myself and my mentors. What I imagine this blog to become is a resource to REALTORS® of any affiliation, for marketing and professional growth. I will be sharing things that I learn, hear, see and experience, keeping in mind that my objective is to guide you to a stronger, more successful, more fulfilled real estate career.
Thank you for taking the time to stop by my blog. If you would like to know when I publish new information, please subscribe!
Best Regards,
Alicia
I am a third generation Southern Californian, a real estate industry native (born into the business), and passionate, through and through, about RE/MAX®! I have worked at my family's company, RE/MAX Marquee Partners, Inc. for over seven years now (not including a one year detour into the Title Industry), and have done everything from filing and data input, to coordinating education, to handling advertising, marketing and graphic design.
I take great pride in managing the company's image with the public, and I also enjoy supporting our REALTORS® with their personal marketing and property advertising. I sincerely love the industry (call me crazy), but I fortunately inherited my grandfather, Bob Todd's (our franchise founder & pioneer member of the RE/MAX® concept in California), passion. He always said that "RE/MAX puts the 'independent' into independent contractor". He was right; there is no other brokerage quite like RE/MAX®, where associates keep the money that they earn, make their own decisions, and have the backing of a full support staff. Their in business for themselves, but not by themselves!
I obviously have great admiration for my grandfather, but he is not my only mentor. My mother, Kelli Todd (our franchise CEO), has always been a leading voice, guiding me (obviously) through personal and business life. She is such an amazing person inside and out, I almost do not know where to begin. I have watched her earn countless prestigious recognitions over the years, many specifically pertaining to her success as a businesswoman. You must know that real estate (brokerage) business has traditionally been a heavily dominated male industry; being a woman could actually be considered a real disadvantage. Regardless, she is a brilliant and inspiring leader! I hope one day that I too will be half as amazing and talented as she is.
So that is a little about myself and my mentors. What I imagine this blog to become is a resource to REALTORS® of any affiliation, for marketing and professional growth. I will be sharing things that I learn, hear, see and experience, keeping in mind that my objective is to guide you to a stronger, more successful, more fulfilled real estate career.
Thank you for taking the time to stop by my blog. If you would like to know when I publish new information, please subscribe!
Best Regards,
Alicia
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