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You Can't Change the World in One Day..

Because we tend to place marketing priorities on the back burner when things are busy, the game of catch-up puts us in a position of expecting too much, too quickly when we finally get around to implementing our marketing plans.  You have heard the age-old expression that 'Rome was not built in a day'.  This expression applies very much to your marketing actions.

Goals are achieved one step at a time.  The goals of marketing plans are no exception.  The game of catch-up is not congruent with the need to be consistent.  Too many times we have abandoned our marketing activities because we have witnessed no immediate gratification.

This is not to say that there are no ways to make every marketing activity more effective in the short term  There are marketing actions aimed at developing name identification and there is no reason why these actions can't elicit a response as well as building name identification and reaching other worthy goals such as credibility.

 

The goal of constantly evaluating marketing actions so that they can be altered for increased effectiveness is certainly not incongruent with the goal of achieving consistency.  We typically abandon our marketing actions to add completely different activities because we don't have the resources to keep more than one or two going at once.

 

All marketing activities can be effective with the correct timing, message, and deliver mechanism.  No marketing activity can be effective if we do not stick with it in the long run.

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John Cannata    p# 214.545.5604  

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Comment balloon 13 commentsJohn Cannata • November 19 2008 12:58PM

Comments

Good information John. timing and message are always important.

Posted by Fred Chamberlin, Oak Harbor/Whidbeynulls, #1 Experienced FHA Mortgage Consultant (Guild Mortgage Co - Oak Harbor WA) almost 10 years ago

John - The catchup game never seems to work. Slow and steady always wins the race.  We have to program ourselves to consistently market.  Even if it is only for 30 minutes a day, make it a consistent 30 minutes.

Have a great day

Leander

Posted by Leander McClain, Cecil & Harford County Realtor almost 10 years ago

John, There used to be a formula for marketing that basically said you need to consistently get in front of your target base every 3-4 weeks and utilize the same marketing tool for a minimum of 6-9 months before you would even beging to see results in the form of leads. I think in the former market, of here today gone in a blink listings, supported a false sense of what was working for many agents who'd not experienced a slower more staid market little less one on it's fanny. Sometimes we just need to remember the basics and apply the newer methods of communication at the same time.

Posted by Cat Zwicker, CRS, Down to Earth Service; Out of this World Results! (Desert Sky Real Estate, LLC) almost 10 years ago

I agree Fred.  Thanks for the comment.

Leander, you said it.  Its about consistency.  Make sure you put in the time, not may what marketing you perform.  Just do something and don't do everything.

Cat - Thank you for stopping by through Twitter.  I always take the time to respond to comments made, so as I mentioned I like to receive comments.  As far as the formula, it really depends on who you ask.  I think that some agents are taught to keep in contact up to 35 times a year.  Others try to stick with twice a month.  I think somewhere in between is a good number. 35 times just seems too high, but maybe that is just me.  I'm sure with the right SOI you can contact them many times.  I completely agree that many agents just don't know what to do.  Work came easy to many people that were new to the business because everyone was selling.  No need to sell themselves, there was plenty for everyone.  Now they must work, and they are stuck.  I plan on writing some good marketing ideas for those realtors.  Perhaps you'll subscribe and see what I have to say. :-)

Thank you all and have a good evening.

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

The long run... that's key. Many give up before the race even gets started. Good points John!

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

JOHN! Isn't that the truth. You really don't think about or make the time for marketing when you're busy unless a well-oiled, automated plan is in place.

Posted by LS Rogers Realty (LS Rogers Realty) almost 10 years ago

Thanks Karen - Are things back to normal now on your computer?

Mark - Thanks for the comment.  Have you found your way around AR yet?  Take the time to meet the agents around you.  I'm sure you will find they have a lot to offer.  Perhaps they will help you with the search for a broker.  If you need suggestions, I may have a few.

Exactly Trunda.  You can't just throw something together and expect it will work well.  All marketing efforts need time.  Then do the research to be sure it is actually producing the results you want.

Another key to marketing are the results.  And I don't mean 'is it getting you referrals'.  I mean... 'are you getting the referrals you want?'  You don't just want anyone calling you.  Focus on a niche - the targeted audience that you want.  I'll post about this point as well.

Don't forget to check this post as well The good, the bad, and the ugly of marketing  Thats right, I hijacked my own post.  :-)

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

John, I think we all have to put our touch on every piece of marketing. When I'm working my sphere I often use a hand written note and my clients react with referrals. Magic...

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

John, I enjoyed reading this article.  It motivates me to make an effort each day towards marketing.   I agree that the goals are achieved one step at a time.   It is how consistent we are in taking those small steps each day (setting some time aside for marketing) that will determine if we ultimately succeed to achieve our goals.

Posted by Gerry Khatchikian, ASA, TRC, SFR almost 10 years ago

John... It does take time to work a marketing campaign. If it was that easy, everyone would do it. :)

Posted by Roland Woodworth, Q Realty - Power In Real Estate (Q Realty) almost 10 years ago

We are a nation that wants instant results.  I have seen agents try something one time no result they give up and go to something else. 

Posted by Richard Weeks, REALTOR®, Broker almost 10 years ago

Yes things are back to normal John - but still eye opening that someone or thing could access my personal email account and get to my contacts.. change passwords often..

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

Paul - Writing a personal note makes a huge difference.  Your clients are much more willing to throw some work your way or keep you in mind when they feel you have given them that personal touch.  I always recommend writing a personal note when you can.  Nicely done.

Gerry - I am glad to see you got a lot from this post.  Too often we forget about our marketing.  Its something we have to focus on more often.  I read a post recently where the person wanted to cut back on marketing.  With the LACK of marketing being done today, I'd see 'beef it up'.  Let people know that you are still in the business and want to help people find the home of their dreams.

Roland - That is an excellent point.  If it were easy, everyone would do it.  You really have to work to want this job.  If you don't want to do the work, then Real Estate is not your passion.

Richard - Very true.  People do want instant results.  Not just in their marketing efforts, but with things like 'weight loss'.  Instead of doing it correctly the first time for the 'long haul', they go with a quick fix or quick results... For true long lasting results, you have to put forth the effort and the passion.

Karen - I am glad to hear things are back to normal.  I know that can be frustrating to lose your things.  Im totally lost when my computer is not working.  What would I do all day?  :-)

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

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