No, I'm not talking about those kind of offers. This is about a strategy for making more and better marketing offers, so you'll be in position to make and receive more of those other kind of offers.
Why is making more and better marketing offers so important? Because:
- Offers invite responses
- Responses lead to more conversations
- More conversations lead to more business
Tips For Making More Effective Marketing Offers
1. Offers should be related to your purpose:
- If your purpose is to have fun; offer invitations to a picnic
- If your purpose is to have your prospects eat better; offer recipe postcards
- If your purpose is to sell more real estate; offer them information that leads to buying and selling real estate
2. Offers should be carefully targeted to specific individuals
Buyers belong to niches:
- First time
- Moving up
- Moving down
- Moving far away
- Moving with kids
- Moving without kids
- Buying for residence
- Buying for investment
- And others
Sellers belong to niches:
- Moving up
- Moving down
- Moving out
- Divorcing
- Deceased
- Distressed
- And others
"One-size-fits-all" kind of marketing messages don't fit anyone well at all. Marketing offers of information specifically targeted to the needs and interests of specific niches will generate much stronger responses.
And it works even better when you make niche targeted offers to people who are actually in those niches.
3. Offer fulfillments should be information based
Sure, you could offer free movie tickets and generate a large and enthusiastic response; from people who want free movie tickets, but have absolutely no interest in buying or selling real estate.
On the other hand, information about viable options for people who are having trouble making their mortgage payments would only draw, well, people who are having trouble making their mortgage payments.
Information offers cause your target prospects to self-select.
Information offers also do one other very important thing; they position you as a person having a lot of knowledge on the topic. Year after year, NAR surveys show that favorable perception of an agents real estate knowledge is one of the very most important agent selection factors.
That's why making information offers, even if they are not responded to at the time, does a lot to build agents credibility. High credibility is what helps generate calls and referrals down the road (provided, of course, you keep in touch by making an endless series of easy-to-say-yes-to offers)
4. Offers should be easy-to-say-yes-to
What makes an offer easy-to-say-yes-to?
- Make sure the information you offer is valuable and useful to your target recipients.
- Make your offers to people who are the most likely to be interested in the information you are offering.
- Make your information easy to receive. "Click here to download" is easiest. "Call..." is a little harder. Send or stop by are significantly harder. The harder you make it, the lower your response rate.
5. Offer fulfillments should facilitate conversations
You're never going to sell a house without first being in conversations with your prospects. So the sooner your offers lead to direct conversations, the better.
Text information offers can lead to productive conversations, but that interim step takes longer. Webinars are more powerful offers because they immediately put you into conversations with your target prospects.
To learn more about Webinars join our ActiveRain Group, Webinars R Us.
6. Offers should be planned to escalate in a series
Think of your marketing offer strategy like courting. It usually doesn't work to say, "Hi! Will you marry me?"
Summary
- Think through your series of easy-to-say-yes-to steps.
- Pick your targets.
- Offer them valuable and useful information packages that escalate in a series toward your goal.
- Leverage the Web and technology for distribution to increase quality, performance while you lower your marketing costs.
- You're going to do a lot more business.
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