When I'm not posting about annoying songs or basketball tournaments , I post about Real Estate. For those of you following me, you have read quite a few tips on marketing. Most recently, I posted these two topics regarding your marketing efforts. Most importantly, track your results, find your niche, and do not over do it.
For your marketing actions to work it is important to understand the differentiation between concepts of marketing and sales. Sometimes the words are utilized interchangeably. Though these concepts are definitely related in their application to business - they are also very distinctly different with regard to their objectives and positioning within the process.
What does all of that mean? Basically, marketing actions are undertaken to produce leads.
These actions make the phone ring or emails arrive. Unless you are completely cold calling (which I assume most of you are not) or receiving a referrals, you cannot be put in a position to sell unless your marketing activities produce leads. Sales activities are undertaken to convert these leads from prospects to customers. During the sales process we develop a relationship with the prospect and attempt to discover and meet their needs.
The key to marketing is not only to produce leads - the key is to produce high-quality leads.
High quality leads can be distinguished by the strength of the referrals and the ability of the sales person to meet the needs of the prospect. For example, if marketing produces prospective homebuyers who are not qualified to purchase, the actions cannot be considered effective because their needs can't be met. If marketing produces leads not motivated to list their homes, these are not to be considered high-quality leads.
It is important to note that one goal of marketing is to produce high quality leads.
The higher the quality of the lead, the more likely the sales process will succeed. On the other hand, if the sales person doing the marketing is lacking sales skills, they are not likely to take advantage of any leads - even ones of high quality.
If your marketing activities are not producing results you must determine if the problem is represented by a lack of leads, the poor quality of leads produced, or a lack of skills necessary to convert these leads.
Are you getting leads today? If so, what category do you feel your leads fit into?
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John Cannata p# 214.545.5604
www.TxMortgageConsultant.com
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Always quality John. I know that's much easier said then done, but quality in my opinion goes longer & further - always..
Just ask my wife.