It is ingrained in my very being, nestled deep in the fiber of who I am. Hard work, dedication, determination and drive all come standard. Easy never has never been a friend, never stopped by for a visit, never called when times were tough. Difficult is my favorite song and I know the words by heart.
Money makes things easier but does it necessarily make everything better? Possibly. But I don't believe that money means better marketing, not in real estate.
Some of the best marketing I have witnessed, implemented and researched came from hardwork, not hard cash. What I have found is that people can sometimes be bought, but they can't be sold. Understanding the pure process of effective marketing means understanding the motivations, the emotions and the mannerisms of your target.
Many believe a massive marketing budget equals success. Does it? I am not a genius. There are many far more successful than me in many ventures, but this is my blog so my opinion gets center stage.
Mistakes Money Focused Marketers Often Make
- Spend it and they will come - If you can't clearly define who you are, what you are selling and why, they may not come at all. Ever.
- Marketing to the Market- All too often Realtors, Marketing gurus and developers work so hard to get the attention of others in their profession. They market to the competition, not the customer. The language, the approach, everything is to impress their coworkers. Instead of marketing to the market, market to the customer.
- Devil is in the Details- I understand that details are important; however, if an idea or concept is over-discussed it, just like an overcooked filet, looses all it's flavor. Is font really that important? Is it? Do you really need to download, purchase or hire a consultant to determine your font? Does the title of an email truly require a committee meeting? Some of the best marketing I have ever seen, was void of consultants and lengthy discussion. If you have an idea make it happen, the details often work themselves out. It's called sales and it cures most anything, even font.
- No Substitutions- All the money in the world can't substitute honesty, integrity, experience and education. The best card stock printed pamphlet won't mean a thing, if the person representing the product isn't good stock as well. A sincere interest in the needs of the customer, their future and their goals will trump any banner ad, any click campaign and any glamorous business card. Some things simply can not be substituted, even with money.
Again, I am not genius. I have had a successful career in both real estate and small business ownership. I don't know everything, but I do know that marketing is more than shiny paper, fancy font and endless discussion. It can be as simple as a handwritten note and as free as a handshake.