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.
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