Why your marketing isn’t working

Seth Godin is the author of a series of sharp, relevant marketing books. One of his philosophies is, “What are you shipping?” His point is that you may know the mechanics of marketing inside out. But what are you effectively doing with your resources and capabilities? Specifically, what are you sending out to all of the people inside of your database?

You know the importance of being consistent with your daily prospecting calls, but the quality of those calls determines whether your prospecting is actually productive. The best agents don’t just randomly call people – they target their contacts to people who own properties in those areas where there are new listings and sales with specific information that is relevant to them. Not only do they contact potential buyers, but also potential sellers, market appraisals, and past clients who own similar properties in that postcode area. Current listings and sales is information clients can use because local property sales affect the value of their own properties, so they are more likely to meet with you for an appraisal than prospects you call randomly.

In the same context, the best agencies regularly send out targeted information to everyone in their database using a variety of mediums, including emails, video and mailings that contain open for inspection schedules, images of homes, listings and sales, graphs and monthly reports. Be mindful that everything you send out represents your brand, so this is not an area where you want to spare expense. Your marketing budget needs to support high-quality material that people want to look at, so hire professional graphic designers and videographers, and know what you want to communicate to each of your database categories.

Consistency in marketing is vitally important as this is also a reflection on how you do business. Present an attractive overview of the current market that people want to interact with. Make your information relevant and visually interesting to the people who receive it and they will look at it. Always be marketing and do it well.

Reliably shipping high quality product is what makes great businesses, and real estate is no exception. Presenting current, relevant marketing that your customers want to see, with a regularity that they come to expect, will put you far ahead of your competition by establishing your brand as active and on point.

As you progress in your business, make sure you look into our Josh Phegan Membership and live training events coming to your area.

I hope you’ve enjoyed today’s Coaching Tip, and I look forward to seeing you here again next week.