A special phrase that I use with many of my marketing posts is “market like you mean it.” This has a multitude of meanings and one references cost. Marketing properly requires spending money.
Online is the least expensive, and often, the most effective. However, if one is marketing for listings that entity is found best with offline marketing. I always complement the offline marketing with online marketing, and that works well.
When referencing cost of marketing, if you’re counting pennies, don’t expect to reap “big bucks.” Perception becomes reality in real estate, and those who market by cutting corners harvest a very weak crop.
If the quality of your marketing is “typical,” expect your production to follow suit. When “you market like you mean it,” it’s evident and will be noticed. Just as buyers buy on comparison, so, too, do homeowners when selecting a listing agent.
Cutting corners with marketing to save a few pennies is counterproductive. It negates the purpose of the marketing; it results in voids rather than a smoothly run routine; and you miss business. That’s a waste of marketing dollars and you created it by saving a few pennies.
Direct mail marketing is a prime example. Just listed cards are an easy piece to mail. When you skip the sale pending mailing and wait for the sale to close, you’ve created a long gap of time with nothing in front of potential sellers. In my marketplace, I fill that gap that others create by eliminating one mailing! Sold postcards should never be mailed until the property is closed.
Saving pennies will result in dollars lost. Just saying…