What’s in Your Marketing?

By
Education & Training with Ludwig & Associates

   

Motivational Power Quote

What's in Your Marketing?

"In our factory we make lipstick.

In our advertising, we sell hope."

Charles Revson, founder of Revlon Cosmetics

   

As I see it. . . . . . . .

What's in your marketing?   

Who is your target market?

Your target market can be a niche, a geographical area, a lifestyle. It can short sales, first time home buyers, the luxury market, commercial real estate or land. The list is endless.  

The question becomes are we marketing to a target market or to the world. The most effective marketing is aimed at a target audience that is most likely to use our product and or our services. 

Today's customers are looking to business with an expert and not a generalist. When your marketing into a target market you are far more likely to attracted qualified buyers that would be interest in your product and or your services then marketing to a general audience.  

Target marketing will also position as an expert in that niche.  

The most effective marketing is directed to a targeted audience for a specific reason to attract the most likely qualified prospects for the product and or the service.  

Ask yourself the follow questions.

Who is the most likely buyer or user for my product and or services?  

Where will I find the customers? When you identify the most likely customers you will know where to find them.  

What would peak the customer's interest in my product and or my services?

What has to be in my marketing to create customer interest?

What would be the best marketing methods to attract qualified customers to me?  

One of the essential roles of marketing is attracting the right customers for the product and or services.  

A purpose of our marketing is to effectively communicate our message to the most likely users of our product and or our services. The message has to be consistent that matches our professional image and relate to our target audience.   

Our marketing has to create interest in our product and or services in order to have a flow of qualified prospects contracting us and taking the sales process to the next level of scheduling appointments with qualified buyers.  

In order for marketing to be effective it also has to be flexible and adjust to meet the demands the changing consumers.    

Is what's in your marketing in reaching the right market and attaching qualified buyers to you?   

©2010 Lou Ludwig, Sales and Management Consultant Success Coach, Speaker, Trainer and Author

 

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Re-Blogged 2 times:

Re-Blogged By Re-Blogged At
  1. 1~Judi Barrett 12/29/2010 12:14 PM
  2. Anthony Segrich 01/12/2011 07:16 AM
Topic:
Real Estate Sales and Marketing
Groups:
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Realtors®
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POSITIVE ATTITUDE for the Weary Soul
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Tags:
buyers
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effective marketing
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qualified customers
charles revson

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Rainmaker
165,351
Melissa Juarez
Massachusetts Buyers Broker Agency, LLC - Quincy, MA

Thanks Lou for the post and sharing the great quote from Revlon.  Hope you have a great 2011.

Dec 29, 2010 02:20 AM #1
Rainer
245,874
Shannon Coe
Keller Williams - Rocklin, CA
916-597-3818, Lincoln, Rocklin, Loomis, Roseville

This one cracked me up! I am going to think of HOPE every time I put some lipstick on!!

Thanks Lou

Dec 29, 2010 02:26 AM #2
Rainmaker
3,128,829
Kristin Johnston - REALTOR®
RE/MAX Realty Center - Waukesha, WI
Giving Back With Each Home Sold!

HI Lou...thanks for your motivational messages as always....I have another tough day ahead...

Dec 29, 2010 03:10 AM #3
Rainmaker
80,856
Pat Yoest
Century 21 Aadvantage Gold, 702-719-2100 - Las Vegas, NV
702-521-1442

Grweat tip concentration is the key to success.

Dec 29, 2010 07:38 AM #4
Ambassador
2,297,296
1~Judi Barrett
Integrity Real Estate Services 118 SE AVE N, Idabel, OK 74745 - Idabel, OK
BS Ed, Integrity Real Estate Services -IDABEL OK

Lou,

I love your thoughts on this famous quote. 

We do need to market to desires, lifestyles, etc.. that's the reason that we should talk about nearby restaurants, shopping, wonderful parties that can be thrown in the home, how near it is to the golf course..

Wonderful post as always.

Dec 29, 2010 12:14 PM #5
Rainmaker
101,820
Robert T. Boyer
FHA Loan, VA Loan, Jumbo Loan,FHA Loans,VA Loans,Jumbo Loans - La Jolla, CA
San Diego Real Estate & Mortgage Loans, Ph.D. | VA Home Loan

Sell the benefits, not the features.  Such an easy concept, but sometimes you need to know what your clients want first.

Dec 29, 2010 12:21 PM #6
Rainer
130,973
Jason Channell
Diadem Property Inspections - Serving Southeast Michigan - Troy, MI
The House Sleuth

Great quote, Lou. Thanks for all the motivation you've provided throughout 2010. Have a great New Year.

Dec 29, 2010 02:08 PM #7
Rainmaker
1,515,787
Gary L. Waters Broker Associate, Bucci Realty
Bucci Realty, Inc. - Melbourne, FL
Fifteen Years Experience in Brevard County

This is true but I can't help but smile when I think about it...Sort of dry humor - or my sick mind!

Dec 30, 2010 12:35 AM #8
Rainmaker
579,727
Chris Smith
Re/Max Chay Realty Inc., Brokerage - New Tecumseth, ON
South Simcoe, Caledon, King, Orangeville Real Esta

Lou, I have bookmarked this blog for a re-read in the new year... I will answer each of these questions as it applies to my marketing

Dec 31, 2010 07:07 PM #9
Rainer
4,353
Anthony Segrich
The Cerberus Group - Delray Beach, FL

Excellent points in this post.  I am a huge supporter of knowing your target market and getting the right message to them!

One of the struggles a lot of real estate agencies have is hitting their target audience...  Unfortunately many of the channels used by agents only allow  for single characteristic targeting.

  • Google CPC - Limited to geographic and other key words such as "condos" or "homes", minimal messaging allowed, no control on what demographic "clicks", costs from 50 cents to 4 dollars a click
  • Print Ads - Targeted by the demographics of the publication, specialty publications tend to be extremely expensive while the local paper is even less targeted than Google.
  • Just listed / sold cards - These nail the geographic targets, but  lack in their ability to pinpoint income, interest in buying or selling, etc...
  • SEO and Social - Probably the best in bringing people to you that are your closest target... but has the highest cost of upkeep and time.

The good news is that with the spread of information and personal demographic data... some channels that were previously ineffective... have emerged to be extremely powerful and cost effective.  Behavioral targeting and direct marketing make it possible to target consumers on multiple points:
  • Income > 100,000
  • Location within 10 miles of XXXXX zip code
  • Renter (or home owner)
  • etc...
Pretty powerful stuff...  The great part is with the availablility of this data... it is no longer priced out of reach.  In fact in most cases it costs less than all of the untargeted approaches above!!!

Feel free to contact me if you want to see how demographic targeting can help your business in 2011.



Jan 12, 2011 07:12 AM #10
Rainer
15,620
Alan Atchley
Atchley International Realty, LLC - Sarasota, FL

Well said and well put. I plan on quoting you in our next sales meeting. You certaining know what you're talking about.

Mar 25, 2011 01:40 AM #11
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Rainmaker
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Lou Ludwig

Designations Earned CRB, CRS, CIPS, GRI, SRES, TRC
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