Is Your Marketing Throwing It Out There or Reeling It In?

By
Real Estate Agent with Karen Parsons-Fiddler, Broker 949-510-2395 BRE# 01494165

 

 

Is Your Marketing Throwing It Out There or
Reeling It In? 

 

I was waiting for a showing the other day and ran into an agent who was dropping off fliers to the doorsteps of the neighborhood. When he realized I was a broker, he stopped to talk a little bit. 

He said that he was going to farm this neighborhood because he liked the price point of the homes. Makes sense! So I asked him how he planned to do that and he showed me the flier. It was a simple "here are recent sales" information with a copy of his business card in the bottom. 

I asked him if he had been having luck with these fliers and he admitted that he had not gotten any phone calls yet. 

"I'm just throwing it out there...playing the numbers."

Ok....I understand that there is a strategy to this, but without a hook, compelling call-to-action, how can you expect to reel anything in? 

Pull-in marketing has been shown to produce much better results than the  old-fashioned push version. Consumers are more targeted in their online research and putting things out there and hoping that someone happens upon it at the right time is a waste of time. 

This applies to print advertising as well. Direct mail, door drop flyers and other more traditional marketing has to adapt to this "pull them in" kind of approach to be successful. Creating an urgent need to call the agent is critical to make the marketing cost-effective. 

Certainly a neighborhood specialist who is already established in the farm area can afford to put out the push form of marketing; in this case it reinforces what they have already accomplished with name recognition. But this is not the best way to get the initial results that marketing is intended to bring. 

 

close

This entry hasn't been re-blogged:

Re-Blogged By Re-Blogged At
Topic:
Real Estate Sales and Marketing

Spam prevention
Show All Comments
Rainmaker
329,506
Wayne L. Brown
Franklin Advantage Inc. - Alpine, CA

Karen

Smart and insightful information.

Thanks for the post.

 

Mar 06, 2017 10:13 AM #25
Rainer
503,619
Rose Mary Justice
Synergy Realty Pros - Dandridge, TN
Synergy Realty Pros

They need a reason to call you.  Pull them in by adding a landing page or information of that particular neighborhood. Stats are a good way as well.

Mar 06, 2017 06:57 PM #27
Rainer
488,559
Kimo Jarrett
WikiWiki Realty - Huntington Beach, CA
Pro Lifestyle Solutions

Regardless of your target market, a comprehensive marketing strategy and various campaigns are essential, yet, must be measurable and effective with targeted goals and objectives to justify the ROI. 

Marketing consistently is key to effective advertising of brand and service with invaluable benefits to consumers. Compelling headlines and content should attract sufficient attention with a call to action to respond to your marketing campaign regardless of what type of marketing is employed.

Mar 06, 2017 10:01 PM #28
Rainmaker
655,345
Debra Leisek
Bay Realty,Inc Homer Alaska - Homer, AK

I like your concept of throwing it out there or reeling them in... bait is great but not if you dont get the fish! You will go hungry!!

Mar 06, 2017 11:09 PM #29
Rainmaker
1,508,636
Kat Palmiotti
406-270-3667, kat@thehousekat.com, Broker, Blackstone Realty Group - brokered by eXp Realty - Kalispell, MT
The House Kat

I've tried various direct mail marketing tactics - pushing out information, offering things if they contact me, etc. So far my neighborhood is a big dud.

I do think that focusing on what they want/need should work, and a call for action should as well. I have to keep working on this.

Mar 07, 2017 03:41 AM #30
Rainer
31,242
Brittany Nettles
Keller Williams Realty Center City - Philadelphia, PA
Realtor and Social Media Guru in Philadelphia!

What would be your call to action?

Mar 07, 2017 04:26 AM #31
Rainmaker
1,527,037
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Hi Karen, we all have different forms of marketing for our area, what works for a little town in XYZ state may not work in NYC. However we choose to market, we have to give what our audience is looking for.

Mar 07, 2017 06:17 AM #32
Rainmaker
666,210
Mike McCann - Nebraska Farm Land Broker
Mike McCann - Broker, Mach1 Realty Farmland Broker-Auctioneer Serving Rural Nebraska - Kearney, NE
Farm Land For Sale 308-627-3700 or 800-241-3940

Hi Karen Fiddler, Broker/Owner As recently as 25 minutes ago I had a very qualified phone call on one of my listings.  They were responding to a flyer/flier I had sent in the mail on some pasture land that I just listed.

I do not really have a "hook" except for the fact the pasture ground is smack dab in the middle of a bunch of cattle farmers. 

I have sold multi-million dollar farms off of postcards and flyers advertising listings.  These flyers also generate more listings.

I mail some and hand out some...with the difference being that I cannot walk from farm to farm so I drive.

Thanks for sharing your thoughts and giving me another angle to think about adding to my fliers.    

Mar 07, 2017 06:31 AM #33
Rainer
514,538
Dörte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear Karen,

Good comparison.

Mar 07, 2017 10:14 AM #34
Rainmaker
837,942
Nick Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtor, Philly Main Line

Interesting post. From reading the comments I think lots of people don't understand the difference between push and pull marketing. You can have pull marketing without a call to action it also will not bring any business. Our blogs are a good example of pull marketing, providing information that showcases us but provides information and hopefully they follow us, or reach out a contact us about xyz area.

Mar 07, 2017 12:34 PM #35
Ambassador
678,758
Paul McFadden
Paratex - Seattle, WA
Pest Control, Seattle, WA.

Interesting post. Thanks! I remember one of my former bosses. He was always dripping but, based on his production,he was reeling them in!

Mar 07, 2017 02:51 PM #36
Rainmaker
812,223
Mike Bjork
Pinnacle Home Loan - Redondo Beach, CA

Hopefully, he heeded your advice.  The Marketing piece itself is not enough, but the Call to Action is essentail; but more important, you have to give them reason to call (what's your offer?).  Great point, Karen!

Mar 07, 2017 05:29 PM #37
Rainmaker
493,563
Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

A very good post Karen Fiddler, Broker/Owner ... If you have the right call to action they will come!  Like "if you build it they will come" ... But if you don't use the right "lure" you might miss the boat.

Mar 07, 2017 06:24 PM #38
Rainmaker
1,320,274
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Great post Karen Fiddler, Broker/Owner - Congratulations of your well deserved feature! Short and to the point. When it comes to marketing ROI we need to define why our targeted market needs us!  

Mar 08, 2017 05:27 AM #39
Rainmaker
994,205
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Smart advice!  I've been working on this in my farm.  The ones that call me either already know me or think they've met me.  Seriously! 

Mar 13, 2017 12:32 PM #40
Rainmaker
3,249,704
Lou Ludwig
Ludwig & Associates - Boca Raton, FL
Designations Earned CRB, CRS, CIPS, GRI, SRES, TRC

Karen

Your insight on marketing is right on point . . . . Marketing  is to get your name out there . . . . and to attact quaified customers to work with.

Good luck and success.

Lou Ludwig

May 06, 2017 04:43 PM #41
Rainmaker
3,249,704
Lou Ludwig
Ludwig & Associates - Boca Raton, FL
Designations Earned CRB, CRS, CIPS, GRI, SRES, TRC

Karen

congratulations on the feature  on an on purpose marketing post.

Good luck and success.

Lou Ludwig

May 06, 2017 04:47 PM #42
Rainmaker
2,814,844
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

If you're throwing it out there but nothing coming back, you might want to consider another method. You're totally right!

May 29, 2017 09:05 PM #43
Rainmaker
2,814,844
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Lou Ludwig I would expect something to get so much attention when it is this universally true! Really really good stuff!

May 29, 2017 09:06 PM #44
Rainmaker
42,352
David Wright
Benchmark Realty, LLC - Brentwood, TN
Real Estate Refined

A flyer or brochure without a call to action is only a piece of information floating around. The CTA if done correctly gives people an incentive to contact you for more information. A free guide or steps in a process are good CTA incentives and a reason to call you.

Oct 24, 2017 09:37 PM #45
Show All Comments

What's the reason you're reporting this blog entry?

Are you sure you want to report this blog entry as spam?

Ambassador
1,551,195

Karen Fiddler, Broker/Owner

Orange County & Lake Arrowhead, CA (949)510-2395
How Can I Be Helpful To You?
*
*
*
*
Spam prevention