As a real estate trainer, I get the opportunity to network with hundreds of real estate practitioners per year . Because I'm big on Lead Generation, we eventually get on the subject of Marketing. What amazes me is that the majority(90%+) of agents have no defined target market that they are holding themselves accountable in ! When I ask them where their Primary Market (PMA) is they usually cite back to me their entire MLS's coverage area .
After attending two live Raincamps I became more convinced than ever about the need to have a well defined PMA that I would strive to Brand my real estate identity in . The Raincamps clearly demonstrated that national competition did not concentrate it's marketing budget on your area's Long Tail searches. My market, Lancaster Co. (PA), has a population of nearly 530,000 . It has almost 205,000 households throughout 16 school districts. And while I can comfortably List and Sell anywhere in my county, there is no way I can physically or economically Lead Generate to 205,000 households !
Rather than reinvent the wheel, what has all ready been written ? How do you eat an elephant ? One bite at a time ! Also it was the great Zig Ziglar who told us in his classic book, See You at the Top, you'll never get anywhere as a wandering generality. You must become a meaningful specific ! So how do I take this, add it to what I learned at Raincamp, and deal with my physical and economic limitations ? I call it Long Tail Target Marketing. I have picked a portion of 1 school district, about 8,500 households to brand myself in . But MOST important is my 8,500 household PMA is where I hold myself accountable to Lead Generate in ! It is bite size,measurable and allows me the opportunity to budget as to how I'm going to TOUCH it .
Now my vision is much clearer as how to spend my time with effective Lead Generation. The only Expired Listings and/or FSBO's I spend my time tracking down(or feeling accountable for ) are in my 8,500 PMA. My localism blogs need to be longtail in nature about things that touch my 8,500 PMA. My keywords in my blog posts need to reflect my PMA. My physical prospecting efforts (ie. door to door or mailings ) are now limited first to my 8,500 PMA. My marketing budget is only interested it spending money into initiatives that reach and touch my PMA . Is this sounding congruent to you ? I call it my Long Tail Target Marketing and it's helping become a better known, more productive, with clearer vision/direction meaningful specific !
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