When we market our businesses, the purpose is rather simple: To attract attention and to begin to build a relationship. This attraction may begin with a visit to your website to actually walking through your brick and mortar doors.
From this simple purpose, the goal of marketing is also two-fold:
(1) To make a friend
(2) To open the door to a first time appointment (you initiate the contact) or have the new friend contact you or walk into your store
For many years, those in sales held three mistaken beliefs:
(1) Marketing was selling
(2) Advertising was marketing
(3) Marketing was separate from the overall sales process
These beliefs cascaded down the Big Business Mountain (Madison Avenue, NY). Social media has uprooted those beliefs as well as formal business to business networking groups along with referral marketing.
One of the most successful marketing strategies is identified as education based marketing. This strategy is delivered through content marketing be it a blog, articles submitted to other sites or emailing to a list of suspects to qualified sales leads to existing clients. Your conversations with potential sales lead can also be infused with educational and relative content.
The goal of educating marketing is simple: Educate without making those turn off sales pitches. Education based marketing demonstrates you are the trusted authority in your real estate market.
I can personally attest to this strategy. The reason we connected with our buyer’s agent, Elise Harron of Dirt Road Real Estate, was through her blog. She wrote about water here in Arizona and then shared the AZ website site for wells. Being from the Midwest, I learned about water haul.
Her marketing was direct and educational. No sales pitches, no “look at me.”
Your marketing is your first impression or as Will Rogers stated,
“You never get a second chance to make a first impression.”
Graphic courtesy of Pixabay.com
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