"Setting A Sale Price in a Slow Market," (New York Times).

"Bubble, Bubble, Housing Market is in Trouble," (USA Today).

"Home Sales Plummet 21%" (Boston Globe).

You don't have to pick up too many newspapers or watch a lot of television to learn that the real estate market has changed. In fact, you may have noticed lately that people are talking about real estate more than they talk about the weather.

With signs of a slowing or slow market, these times make real estate professionals take a hard look at their expenses. Oddly enough, one of the very first things developers, builders and real estate agents will cut is their marketing budget. This can prove to be a tremendous business error. Instead, professionals need to look at how they are marketing themselves and measure whether what they are doing is effective or not.

Below are some proven methods to effectively market your property whether you are a developer, builder or a real estate agent.

1. Greatness Begins With A Great Idea Followed By A Plan: Each property a person markets should be treated as a separate business. They each need their own marketing plan. You wouldn't advertise a property in Teen Magazine if you are trying to reach the 55 and up crowd, so why would you market different properties in the same way?

   The plan also eases feeling overwhelmed by the many avenues to promote the property. Taking the time to sit down to write your plan of attack will keep you consistent with your budget and your marketing model.

2. Use Direct Mail Effectively: On average less than 20 percent of real estate agents use direct mail with every listing they have. Builders and developers use it about 45 percent of the time. These direct mail users are receiving a 2-3 percent response rate, however, with the right marketing combination this rate can be increased to 6-8 percent.

   A recent study conducted by the United States Postal Service found that consumers want their direct mail customized and personalized. Companies such as Xpressdocs.com allow agents, builders and developers to create high quality, customized postcards and flyers on the Internet. The user has the option of having their product mailed to their own list or they can choose an area and Xpressdocs will give them the addresses for that area.

3. Spin Your Web: For those of you who are still not on the Internet every day, now is not the time to sit back and hope it goes away. According to the National Association of Realtors, nearly 3 out of 4 homebuyers use the Internet during their home search. A website is a way for you to provide information to your prospects 24/7. It is also an important avenue to brand your property. Use of colors and the organization of the website itself reflect on the property.
4. Use a Professional Stager: First impressions are a big deal in the real estate world. Professional stagers are interior designers who will make recommendations on where to place or add furniture, what colors to use for rooms and more. A simple consultation can run about $200-$400 and prices can be as high as $9,000 depending on how 'hands-on' your stager is. Get an estimate first!
5. Be Approachable: It's important to give your prospects as many ways as possible to reach you. Listing just one phone number is not good enough. All brochures, postcards and websites should list a phone number, a website address and an email address. Remember that you are dealing with informed consumers who want the information now. Don't make them search too hard for it.
6. Create An Experience: Everyone likes to feel like a VIP. Consumers are more likely to buy and spread the word about a product if it makes them feel special. Create a target list for your event and find out what your target is interested in.

   For example, you are marketing a group of condos to active seniors. Host a travel/vacation show at your property to generate community interest and support. Marketing homes to young professionals? Throw a swanky wine and cheese party complete with a local jazz musician and have your staff ready to answer questions and give tours. Even if some of the attendees are not ready to buy, they will tell someone else about their experience.

7. Tap Into Your Most Reliable Assets: One of my favorite stories is about a real estate agent who had approached me after one of my presentations. She heard me speak a year before and made it a goal of hers to keep her family and friends up to date about her business. When this agent encountered old friends she would add their address to her list to send out regular mailings.

   Not long after, she received a phone call from an old high school friend that she had run into at the grocery store and sold three units to him and two of his family members. In their retirement years, the family wanted to relocate to a place where they could all be together. As simple as it is to do, it is often the overlooked. Like everyone, friends and family prefer to use people they know well and trust.

8. Show Them A Gallery: It's the age of digital cameras and we no longer have to worry about printing pictures that didn't turn out well. NRT Inc., the largest residential real estate brokerage company in the nation conducted a study which found that the average consumer wants to see a minimum of 6 photos of a house before they will contact the listing agent about it. Whether creating a brochure, website or postcard, show as many photos of the property as possible.

Real estate marketing has become complicated, unfocused and as a result, cluttered. Those who return to simple, creative and professional promotion of themselves and their properties will reap the benefits in the coming years. By directing your marketing energy in the right places, your business is sure to improve.

Matthew Gosselin is the Northeast Regional Manager for Xpressdocs and the author of My Blue Goose, Exploiting The Wow Factor In Real Estate Marketing.  My Blue Goose can be pre-ordered by visiting www.MyBlueGoose.com.  The book is due out October 1st.