2008 has come and gone. It is already December and we are planning 2009 marketing (if you have not done so already)
It is said that the true definition of insanity is doing the same thing again and again and expecting a different result. Nowhere is this saying more true than in the application of our marketing plans. Many of us deliver the same marketing pieces day-after-day, month-after-month, and even year-after-year. We do not change our approach because either we are receiving some benefit or even though we are not receiving any benefit, we do not have time or expertise to evaluate and make adjustments.
Truly effective marketing plans require constant evaluation and adjustments. The targets you are trying to reach are changing constantly. The economic conditions creating the needs for your targets are changing constantly. Even the mediums through which you are attempting to reach your targets is changing constantly - especially because of technological advances. So doesn't it make sense that your marketing plan must change as well?
What must you evaluate? Here are just a few areas that will need monitoring:
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- The goals of your marketing;
- The quality and quantity of your present responses;
- The timing of your marketing actions;
- The message you are delivering;
- The value of your offerings;
- How your actions are linked to each other to achieve maximum synergy (there's that word again); and,
- The way(s) in which you are reacting to responses to your marketing actions.
Do not get the impression that you must start over again every month with a brand new marketing campaign. The need for evaluation does not override the message of consistency. The changes you make might be minor. Making minor adjustments on a monthly basis makes much more sense than complete overhauls once every two years.
Do not let your marketing plan become stagnant. Look at the competition, other industries, and keep up with the changes in economic conditions and technology to stay on top of where you need to move. A five percent improvement in response rate each month can double your income in just over one year. That is real results instead of insanity.
John Cannata p# 214.545.5604 
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Are you looking to purchase a Texas home? Perhaps you love your Texas home but would be interested in refinancing your Texas mortgage to a lower interest rate?
I'll help you get pre-approved for your Texas home loan and even suggest some very knowledgeable and professional Real Estate Agents in your area of choice. If you are available to talk, I am available to listen. Give me a call or visit my website for more details.
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The views expressed on this site are mine alone and do not reflect the views of my employer.
So should we stop putting our listings all over the internet so consumers stay as confused and distracted as first year agents learning a turbulent market? Or do we keep them on our own web pages? When did publishing the MLS book become acceptable? Oh yeah, when Realt or.com said it was a good idea...
I constantly adjust what I do as far as marketing for buyers and sellers. It's the only way to stay ahead, and if it's not working, I stop doing it, if it is working, I do it more.
John, I liked your post, there are constant things that should be done as an industry standard, but you are correct, in that the things that we do as indviduals should be evaluated and tweeked from time to time.
Hi John. Nice post. I also constantly change what I do in order to attract more business.
John,
So frustrating, so true and so noteworthy my friend. I wish I had the answer..
Heath - LOL Thank you for sharing all of your thoughts at once Heath. My suggestion is merely to do what works for YOU. Don't do what others do, because thats 'the norm'. Do what will make you successful, turn referrals, and maybe does not cost an arm and a leg.
JL - Thats what its about. As long as you are reviewing your marketing to make sure its working. Try to stay ahead of the game as much as possible.
T&D - Thanks! You just can't assume it will always work because it worked once or twice. Always stay fresh and re-evaluate. But at the same time... if its not broke, don't fix it.
Good job Greg W!
Greg N - Don't we all. The truth is, there is not ONE answer. Marketing works differently depending on your location, your target, and your personality.
John - Finding that one special niche is important. Thanks for the good information.
Thanks for stopping by Fred!
John, This a very comprehensive and well prepared post. I am sensing you are in the middle of your 2009 marketing research from this and past posts. I think we're all trying to discover how to make the most of our marketing dollars. I wish you the best my friend...
We generally have a basic market strategy that we need to evaluate for effectiveness. Quantitative measures tell us a lot about what we are doing and what is working and not working for us. We will make adjustments along the way with most of those related to improving how we are doing things while others will point toward new ideas. The basis of our decision making will be our market research and data we have available that points to our effectiveness in marketing our services.
JOHN Love the pic. lol
Guilty! I enjoy this time of year since the last quarter becomes stagnant. Revising, enhancing, and implementing new marketing strategies based on the prior year's history adds newfound enthusiasm for me.
Paul - You are correct. You starting thinking more and more about marketing, costs, advantages... when you are preparing your 2009 goals and business plan. Thanks for the wishes. The way I see it... I have to make things happen for me, they won't just happen on their own. See you at the top my friend.
Jon - This is great information. Its important to look at ALL aspects, like you mentioned. Determine whats working and whats not. Don't jut throw your money away because 'thats the marketing that we do'. Go with what works and is most effective and beneficial for your business. Thanks for sharing.
Trunda... Where have you been keeping yourself?? Yeah, the picture does not really go with the marketing, but I thought it was funny also and had to share. :-) The last quarter is typically a lot slower. However, with the rates as low as they are, its a great time to connect with people that were thinking about it and just have not made the jump. Its just a matter of time before the bubble bursts and rates retrace themselves. They have been dropping quite a bit over the last 2 weeks.
Great minds should get together and come up with the ultimate package. A package that can reach stay at home moms, late shift husbands, first time homebuyers, computer savy youth, motivated sellers, language barrier communities and the rest of the public. Is that you? Or any of us on AR?
If only that could happen Angelia. Someone to come up with an easy, all in one package. Any ideas?
Insanity is doing the same thing over and over and expecting different results.
LOL... Greg, did you read the post. I know that is a popular saying, which is why I mentioned it in my post. Thats funny. Thanks for the comment.