Kick off 2011 with a solid marketing plan!

Mortgage and Lending with Caliber Home Loans 176918

Kick off 2011 with a solid marketing plan!

Experts tell us a marketing plan is key to sustaining the success of a business over the long term. But most small businesses see such a plan as a "nice-to-have" instead of as the crucial document it is.

It's good to look at the state of your enterprise every year, so why not kick off 2011 by putting together a solid marketing plan. It's not that difficult. Just base it on a clear understanding of your customers and competitors by asking yourself four questions.

1. Why would a potential customer use my business? Don't just think about what you offer. Ask yourself what's the core customer need your offering meets. Then ask why or how your offering meets customer needs better than the competition.

2. Who are my target customers? Look at your potential customers and figure out which ones are most likely to buy from you. Describe them in detail. Consider everything -- demographics like age, income, and education; and even psychographics like personality type, favorite hobbies, sports, and other pastimes. This can even help you set sales goals.

3. Who am I competing against? In other words, who else wants your target customers? And who will you take customers from to build your business? Determine the advantage each competitor is selling and how you will answer it. Also think about how competitors might respond to your offering -- with lower prices, bigger communication campaigns, etc.

4. How should I position my brand to my target customers? Write one sentence that says how you will meet customer needs and beat the competition. This statement summarizes what you symbolize as a brand to your customers. Your one-sentence "brand positioning" should be single-minded, focused firmly on your target customers' needs, and highlight your strongest competitive advantage.

Now you're ready to develop realistic, measurable goals for the year and the marketing tactics you'll employ to reach them.

With a comprehensive understanding of customers and competitors it's much easier to come up with compelling messages and offers and determine the best way to deliver them, from the local newspaper to the Web.

Good luck with your marketing plan. It will crystallize your thinking and keep you focused on the main reason you're in business....

For a look at last quarter's rates click here.

Have a great month!

As your success partner, we're your best source of information about any and all financing options. We're always here to answer questions and to help you take advantage of new opportunities. We see our relationship as an on-going business building opportunity for both of us!


This e-mail is an advertisement for April Diehl. The material provided is for informational and educational purposes only and should not be construed as investment and/or mortgage advice, or a commitment to lend. Although the material is deemed to be accurate and reliable, there is no guarantee of its accuracy. The material contained in the newsletter is the property ofPrimeLending, A PlainsCapital Company and cannot be reproduced for any use without prior written consent. It is designed for real estate and other financial professionals only. It is not intended for consumer distribution. The material does not represent the opinion of PrimeLending, A PlainsCapital Company. © 2010 PrimeLending, A PlainsCapital Company. Trade/service marks are the property of PlainsCapital Corporation, PlainsCapital Bank, or their respective affiliates and/or subsidiaries. Some products may not be available in all states. This is not a commitment to lend. Restrictions apply. All rights reserved. PrimeLending, A PlainsCapital Company (NMLS no: 13649) is a wholly-owned subsidiary of a state-chartered bank and is an exempt lender in the following states: AK, AR, CO, DE, FL, GA, HI, ID, IA, KS, KY, LA, MN, MS, MO, MT, NE, NV, NY, NC, OH, OK, OR, PA, SC, SD, TN, TX, UT, VA, WV, WI, WY. Licensed by: AL State Banking Dept.- consumer credit lic no. MC21004; AZ Dept. of Financial Institutions- mortgage banker lic no. BK 0907334; Licensed by the Department of Corporations under the California Residential Mortgage Lending Act- lender lic no. 4130996; CT Dept. of Banking- lender lic no. ML-13649; D.C. Dept. of Insurance, Securities and Banking- dual authority lic no. MLO13649; IL Dept. of Financial and Professional Regulation- lender lic no. MB.6760635; IN Dept. of Financial Institutions- sub lien lender lic no. 11169; ME Dept. of Professional & Financial Regulation- supervised lender lic no. SLM8285; MD Dept. of Labor, Licensing & Regulation- lender lic no. 11058; Massachusetts Division of Banking- lender & broker license nos. MC5404, MC5406, MC5414, MC5450, MC5405; MI Dept. of Labor & Economic Growth- broker/lender lic nos. FR 0010163 and SR 0012527; Licensed by the New Hampshire Banking Department- lender lic no. 14553-MB; NJ Dept. of Banking and Insurance-lender lic no. 0803658; NM Regulation and Licensing Dept. Financial Institutions Division- lender license no. 01890; ND Dept. of Financial Institutions- money broker lic no. MB101786; RI Division of Banking- lender lic no. 20102678LL and broker lic no. 20102677LB; TX OCCC Reg. Loan License- lic no. 7293; VT Dept. of Banking, Insurance, Securities and Health Care Administration- lender lic no. 6127 and broker lic no. 0964MB; WA Dept. of Financial Institutions-consumer lender lic no. 520-CL-49075. PrimeLending, A PlainsCapital Company is an Equal Housing Opportunity Lender. NMLS# 176918

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