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The good, the bad, and the ugly of marketing

There is good news and bad news with regard to this key to marketing.  The good news is there is no lack of choices when it comes to marketing.  The alternatives are numerous.  I've mentioned the options in a previous post, but will list some of them again for those that were not following at the time:

Telemarketing   Newspaper Advertising
Direct Mail   Email  
Seminars   Faxing  
Public Speaking   Networking  
The Internet   Newsletters  

 

Each of these categories brings dozens of more specific choices to the table.  With so many choices, it should not be difficult to find marketing activities that are effective, right?  In reality, the key is not choosing the activities -- the key is implementing the activities.

With so many choices, our tendency is to attempt too many marketing activities at once and this limits the effectiveness of our marketing activities as a whole.  One of the keys to marketing is being consistent.  Attempting too many actions works against the need for consistency.  Since our time and monetary resources available to implement marketing activities are limited - attempting too many severely taxes these resources.

This is not to say that whatever marketing activities are undertaken cannot be linked and therefore become more effective.  For example, if you are holding an open house this activity becomes much more effective if you network effectively.  But in general, if you attempt too many actions you will succeed in none.  This is the main reason most real estate websites are not effective.  There is not time to focus upon making them effective.  We tend to abandon the activity and declare it is not worth the effort.

https://cart.dietpower.com/product_details.php?item_id=8  The key is clear.  With so many marketing actions available, choose carefully and implement consistently for maximum effectiveness.

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John Cannata    p# 214.545.5604  

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The views expressed on this site are mine alone and do not reflect the views of my employer.

Comment balloon 14 commentsJohn Cannata • November 18 2008 06:30PM

Comments

John - This is good advice. The shotgun approach is seldom as effective as a well-thought out interwoven strategy.

Posted by Erik Hitzelberger, Louisville - Middletown Real Estate (RE/MAX Alliance - Louisville REALTOR-Luxury Homes) almost 10 years ago

I find it really bad on the internet.  People will sign up for everything and then end up doing nothing because there is no possible way they can keep each site updated.  Pick what gives you the best results for your time and money. Good post John.

Posted by Robert Dawson, SEO (Top Search Result) almost 10 years ago

John, I use Internet, Networking, Email and Email Newsletter out of your list.  I try not to depend upon one thing as if that one thing disappears OUCH.  I do have to say my Internet marketing has been quiet lately.  I just checked and my site is still at the top for the words I'm after so I think it is just quiet.

Posted by Marchel Peterson, Spring TX Real Estate E-Pro (Results Realty) almost 10 years ago

Thanks for this pointed reminder. I think it's like areas. Spread yourself too thin and you cannot speak authoritatively on home values in specific neighborhoods.

Posted by Vickie Nagy, Vickie Jean the Palm Springs Condo Queen (Coldwell Banker Residential Real Estate) almost 10 years ago

John... I have never heard of that title before... lol  Seriously, you are correct, it's implementing the activities....  but several of them I wouldn't really touch in this market. The internet is huge now and I actually write about some of the ones above, as negative and preach this to the readers... I have my reasons... in any case, some good advice..

jeff belonger

Posted by Jeff Belonger, The FHA Expert - FHA Loans - FHA mortgages - USDA loans - VA Loans ( Social Media - Infinity Home Mortgage Company, Inc) almost 10 years ago

Erik - Exactly!  I have heard that saying 'shotgun' approach, but didn't think of it while writing.  Good analogy.

Robert - Thanks Robert.  I have noticed that people will try just about anything if they think it will be a quick buck or have quick results.  Most things are not quick.  It takes time, energy, and consistency.

Hi Marchel.  I'm certainly not suggesting to narrow it down to one.  There are things that MUST be done and then there are the additional.  I am just suggesting that you do not try to do everything.  Look at what you currently do and see if you are duplicating the efforts.  Even then, maybe its effective to duplicate.  But if its not and you could cut back on an item, then do it.

Vickie, That is a good comparison.  You need to narrow your focus to be most effective.  You hear that all the time with marketing.  Find a 'niche' and become an expert in that area or in your marketing efforts.

Hey Jeff - I was trying to be creative.  I know that people read posts that have a catchy name more than something generic.  I'm looking to provide information to my readers, but also want to pick up some new followers.  I agree with you that some items on the above list are not worth the money or time.  But that is also based on my area.  Perhaps the newspaper works better for a smaller town and the internet would not be as effective.  Feel free to what works best for you, but just don't try to do everything.

Posted by John Cannata, Texas Home Mortgage - Purchase or Refinance (214-728-0449 http://TexasLoanGuy.com) almost 10 years ago

Great post John, I guess it all depends on how much time you have and how much money you can budget for marketing. I spend 15% of my net on marketing which use to be a lot. It still is dedicated money...

Posted by Paul S. Henderson, REALTOR®,CRS,, Tacoma Washington Agent/Broker & Market Authority! (RE/MAX Northwest.) almost 10 years ago

Making sure you have some marketing money put to the side is a great idea Paul.  It helps when making decisions about what marketing to contribute to.  Have a budget and stick with it.  You can always adjust it in the future, but don't just spend your money and then figure it out.

Posted by John Cannata, Texas Home Mortgage - Purchase or Refinance (214-728-0449 http://TexasLoanGuy.com) almost 10 years ago

You're touching on something that's near and dear to me John and you're doing a great job at it! Marketing does no have to be expensive either - the internet and free speaking engagements or workshops you offer cost nothing more than a time investment and pay big rewards. Consistent campaigns and finding what works best for you and your business is important.

Posted by Karen Otto, Plano Home Staging, Dallas Home Staging, www.homes (Home Star Staging) almost 10 years ago

Thank you Karen.  You are right about the internet.  There are too many free options which help get your listed on many search engines.  I have found ActiveRain as a great tool, but also have used 'WannaNetwork'.  They are not new, but not utilized yet.  I am already appearing on page one with a few key words, thanks to WN.

Like you said, it doesn't have to be expensive.

Posted by John Cannata, Texas Home Mortgage - Purchase or Refinance (214-728-0449 http://TexasLoanGuy.com) almost 10 years ago

Soo many options for marketing.  I think I took all of them the first few years in the business.  I have learned to spend less and narrow my focus on what is effective.  Most often it is the free marketing that brings in the business.  Great advise John

Posted by Wayne Warshawsky, Realtor, ABR,IRES,CDPE,SFR Your Texas (RE/MAX Four Corners) almost 10 years ago

Exactly Wayne.  It's easy to get caught up in trying everything.  You want to be successful so you think you must try everything, know everything, do everything.  Pick your niche and market to your target.  Most importantly, check your results to ensure you are reaching the target and then modifications as you see they are needed.

Posted by John Cannata, Texas Home Mortgage - Purchase or Refinance (214-728-0449 http://TexasLoanGuy.com) almost 10 years ago

I'm sitting here wondering what the previous commenters where trying to accomplish with their post. The name makes no sense and neither does the post. It's like the slammed their hand on the keyboard. This takes effort and time. It yields nothing.

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Help me out here somebody.

Posted by Greg Nino, Houston, Texas (RE/MAX Compass, formerly RE/MAX WHP) almost 7 years ago

Greg - Im not sure what you are asking me buddy.

Posted by John Cannata, Texas Home Mortgage - Purchase or Refinance (214-728-0449 http://TexasLoanGuy.com) almost 7 years ago

Participate