OK, everybody knows we're in a down market and the last thing any agent wants to do these days is spend money on marketing.
But, if the purpose of marketing is to attract customers and keep your name top-of-mind, the most important time to do it is when things aren't so good because that's the time when you need it most.
When times are good and homes are selling as fast as you can list them, the need for marketing plays a smaller part. When the converse is true, the marketplace is far more competitive and the need to stay visible is much greater.
So you say to yourself "I understand that but I need my marketing dollars to work as hard as they can and hopefully give me some kind of measurable return".
As an old direct-response advertising pro, I can tell you that there is no better way to get a dollar for dollar return on investment than to establish and maintain a direct relationship with the potential customers you wish to influence.
In most realtor's cases, that's their "list". The sphere of influence consisting of friends, relatives, acquaintances, past clients, etc.
Marketing can be an amazingly simple process. You can make it complicated, and many do, but it ain't rocket science. figure out who you want to talk to and then talk to them over and over and over again.
Talk to them in a way that they'll understand and accept and maybe even enjoy.
Add some interest, humor and a sense of belonging and you've got the recipe for success.
For a real estate agent there's no better way to do that than to use a newsletter. I'm not talking about one of those slick, canned pieces that you can buy and slap your name on. The content of those newsletters is almost always real estate related and that brings me to another truism about people.
"People don't care a wit about real estate until they care about real estate". No, that's not a tongue twister, it's a fact.
Until they are in the market to buy or sell a home people have no interest in a lot of real estate mumbo jumbo. But they are interested in a lot of other things. How-to information, informative articles, interesting trivia, fun facts, personal recognition are just some of the ways to get a person's attention.
Send a newsletter that contains this kind of information and you've got a marketing tool that will keep you top-of-mind and get you a lot of business.
The Good Neighbor Letter is just such a newsletter.
Go to www.thegoodneighborletter.com and take a look. This is a marketing tool designed by a pro that works for a number of agents around the country and it will work for you.
I'll even send you 2 free issues if you promise to send them to your list and then solicit some feedback. I'll guarantee the reaction will be all positive.
And the beauty is that you can send the letter to as many people as you want via email and it will cost you less than $300 bucks per year.
You find me a marketing tool that will do better for the money and I'll pay for it!
Dollar-for-dollar you won't find a more cost effective marketing advantage anywhere!
The address again is www.thegoodneighborletter.com.
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