Don't Use a One-Size-Fits-All Approach to Marketing
It's hard to believe that we are three-quarters through 2012. Some great things are happening in the Franklin TN real estate market. Usually as we enter the fall months, things begin to slow down. That hasn't been the case this year. I suspect that if interest rates continue to remain low, we will have a good selling season for the remainder of 2012 and into 2013. Now is not the time to lose momentum.
I want to make sure I don't waste an opportunity to reach my database or sphere of influence. As I sat down to contemplate what three marketing touches to use to end 2012, I realized that not all clients are created equal. Therefore, you have to come up with a variety of approaches that may reach each person in a way they are comfortable. In other words, don't use a one-size-fits-all approach to marketing.
Here's my plan of action:
- Newsletter - This approach is for the people in my database who don't like confrontation. They want to know what's going on in the local market but they don't want me calling or stopping by. They prefer email or snail mail. I am preparing a custom newsletter. It will include market reports for the last three months of activity in Franklin. It will also include the activity for their Franklin TN neighborhood. That means each newsletter will have to be customized to that particular client's neighborhood so they not only see what is going on in Franklin as a whole, but also what is going on in their own neighborhood. I have asked a lender, a home stager and home inspector to contribute articles for this newsletter. I will include information about upcoming Franklin TN events and local merchants.
- Pop-By - This approach is for those people who love surprises. They are relational and love to chat. The plan is to pop-by with an item of value. Christmas will be here before you know it and everyone loves to have a family photo taken for their Christmas cards. I have partnered with a local photographer who has agreed to provide me with discount coupons for a family photo. The coupon will include the words: Discount Provided as a Courtesy of Tammie White REALTOR® Benchmark Realty LLC.
- Customer Appreciation Party - This approach is for those clients who have contributed to a closing this year, either through buying, selling or referring a client to me. I am including the buyers and sellers who are currently under contract. Some of these buyers are out-of-state. This gives them an opportunity to meet other couples who are already living and working in Franklin TN. My preferred lender, home stager, home inspector, and professional photographer will also be in attendance. This is my way of thanking them for their business.
When my database thinks of buying or selling a home, I want to be the go-to Franklin TN REALTOR®. I don't want them to consider any other person for the job. The way to do that is to remain top of mind.
Oftentimes, I don't think real estate agents use enough creativity when it comes to selling real estate. When agents go to a listing appointment or meet for a buyer consultation, they should continually be able to share how their approach is going to be different than any other agent they have met.
That's what I want to accomplish with these touches. The goal is for my database and sphere of influence to see I'm doing things that other real estate agents are not and that's the reason I should be their go-to Franklin TN real estate agent.
My theory...don't use a one-size-fits-all approach to marketing.