College marketing professors spend their days researching which promotional techniques and strategies work, and which don’t. They’re unbiased sources of information with a deep understanding of what drives sales, referrals and bottom-line profits. So we searched out some of the collegiate world’s most respected marketing experts and gathered their best advice below:
Tip #1 – from Philip Kotler (Professor of International Marketing at the Kellogg Graduate School of Management):
Stop soliciting everyone and anyone and instead identify a specific category of clients you want to acquire. Figure out what that target audience really wants, then build a reputation for doing that better than anyone else. Write articles, give speeches and send marketing materials that all position you as the best of the best in those key areas.
Tip #2 – from Jeffrey Pfeffer (Professor of Organizational Behavior at Stanford):
Too often, sales people view networking as something uncomfortable and inauthentic; a marketing effort cloaked in personal friendship. But it doesn’t need to be that way. Before trying to network with someone, use social media to learn as much as you can about them. Once you find something(s) you both have in common, it will be far easier to strike up an honest, heartfelt conversation that could lead to a long-lasting and productive working relationship for the both of you.
Let’s face it, who doesn’t like to receive a fun postcard to celebrate the summer season? Real estate seasonal marketing is a great way to connect with customers and clients because it applies to most everyone in your sphere. By connecting to your clients year-round, it increases the chances that they will think of you when they need a service like yours.
Keep in touch with your sphere with a cheerful summer postcard or generate more leads with our new Real Estate Market postcards . Summer postcards apply to everyone in your network and we have many designs to choose from so you are sure to find a favorite. Here are some ways that Xpressdocs can help you market your business and stay in touch over the summer:
- General Summer Postcards
- Fourth of July Postcards
- Green Living Postcards
- Recipe Postcards
- New! Real Estate Market Postcards
General Summer Postcards
Fourth of July Postcards
Green Living Postcards
New! Real Estate Market Postcards
Log in to your xpressdocs account to see the full collection of summer seasonal postcards. To find out more about our online and print marketing tools or to help with your personal marketing strategy, visit http://www.xpressdocs.com. Be sure to join our Facebook Community and follow us on Twitter for real estate marketing tips.
If you aren’t adding new addresses to your direct-mail marketing list each month, then, frankly, you aren’t doing enough to grow your business. If a mailing list isn’t constantly growing, then it’s slowly dying, due to so many people moving and changing addresses each year.
Here are ten things you can do over the next 10 weeks to double the size of your mailing list:
Week one: Exchange lists
Ask another business if they’d be interested in exchanging mailing lists. If you’re both offering related products / services, the prospects on the lists should welcome the cross-selling.
Spring is around the corner. Have you decided on your real estate marketing plan for the season? Real estate seasonal marketing is a great way to connect with customers and clients because it applies to most everyone in your sphere. By connecting to your clients year-round, it increases the chances that they will think of you when they need a service like yours.
With spring, the ways to market your business are plentiful. Here are some ways that Xpressdocs can help you market your business:
Magnet Baseball Schedules
Baseball is one of America’s all time favorite sports. That is why our baseball schedules are sure to be popular among your clients. And they are designed to last all season so you and your clients will never miss a game. Our schedules can be mailed and are available for every American and National league team!
Spring Forward Postcards
March 9th is fast approaching. Now is the time to send out a thoughtful reminder to your current and prospective clients to move their clocks forward. Your customers will not only appreciate it, but they will think of you next time they need a service like yours. Choose from our selection of colorful designs in large or small postcard sizes.
With all the hype about social media and email marketing today, some real estate professionals have started to doubt the power of direct mail – probably because many of the companies pushing new digital marketing mediums are spreading nasty little rumors.
Below, we use independent research to set the record straight.
FALSE: “Direct marketing doesn’t work anymore.”
THE TRUTH: While it’s true that there has been a slight drop in the success rate of direct marketing over the past 10 years, the “response rate” generated by direct mail is still 10 to 30 times better than e-mail marketing. That means 10 to 30 times more people will take action (call, write, stop-in, tell a friend, etc.) after receiving a direct-mail marketing effort.
In fact, direct mail has the highest response rate of any direct-marketing medium, and it has also influenced more consumers to make a purchase than any other marketing medium. Think about that the next time someone tells you they have a “better” marketing idea.
A marketing brochure is your best bet when you want to highlight the features and benefits of your service or product, but a cover letter is more effective when it comes to convincing potential customers that your product/service is something they need.
Combine both of these marketing mediums in the same envelope, and you’ll have a direct mail marketing kit that not only educates your target market but also gently pushes them to take that next step.
Something for everyone
After opening a direct mail envelope, most recipients will grab for either the brochure or the cover letter. But this isn’t random. Some people prefer to dive into the details of a brochure first. Others want to know what’s in it for them before they spend more time perusing things, so they start with the cover letter. It’s personal. Include both in your marketing kit, and you’re sure to satisfy everyone’s preference.
Many small- and mid-sized businesses are loath to launch a segmented marketing campaign. They’re so used to generic campaigns that the idea of launching a marketing effort that only appeals to a sub-group can be downright frightening.
The key: Remember that marketing to sub-groups is almost always much more lucrative than any generic campaign. Sub groups with a real affinity for your product or service will buy more, buy more often, and spread the good word about your business.
Generic advertising is everywhere, and people have learned to simply tune it out. If you want to open their eyes to what you have to sell, you’ve got to present it in way that resonates with them on a personal level. That’s what segment marketing is all about.
Direct mail can produce results, but in order to get those results you have to execute it correctly. Here are five common direct mail marketing mistakes you’ll want to avoid:
- Launching a mishmash of marketing efforts without an overall plan. In order for your direct mail marketing program to be a success, you’ve got to embrace every stage of the customer lifecycle:
- Lead-generation phase – Everyone understands this stage. This is when you try to attract the attention of potential customers.
- Nurture phase – Once you’ve developed some leads, your next challenge is encouraging those prospects to take the next step. This is the time to feature customer testimonials, make special offers, compare your products/services to those of competitors, and send out regular announcements regarding any awards, improvements or new offerings.
- Purchase phase – Once money changes hands (or contracts are signed), the purchase phase is in play. Your goal at this stage is to maintain the customer’s trust and confidence so they’ll happily segue into the “loyalty” phase. At the very least, send a welcome card that congratulates the person on their purchase and reiterates some of the benefits and advantages of your product or service.
- Loyalty phase – Instead of letting customers fall through the cracks after they’ve made a purchase, offer them special discounts on follow-up services, upgrades and new purchases; ask for feedback (surveys are great); and request their help with referrals.
Most small businesses have a niche they like to target with their marketing (a particular neighborhood, an age group, people from a specific socio-demographic, etc.). But there’s one niche that just about every business can benefit from: new-movers.
“New-movers” are households that have been living at their current address for 12 months or less. And boy are they eager to develop relationships with the service providers in their new neighborhood. Think about it: These are folks who need to find a new bank, a new gym, a new gardening service, a new tanning salon, new service providers for their pets, new doctors and so much more.
Congratulations, you made the sale! Now it’s time for some follow-up marketing.
Say what? Why bother a buyer after they’ve made a purchase? Well, because ….
- Finding and acquiring a new customer costs about five to seven times more than simply maintaining a profitable relationship with a current customer.
- Recent buyers are interested in accessories, upgrades and related products / services.
- Satisfied buyers are excellent sources of referrals.
- Satisfied buyers make great success stories.
- Being proactive with tips and advice can cut down on customer-service calls.
A five-step process
Everyone knows making the sale is key. The problem is, most small- and mid-sized businesses focus so much on making those initial sales that they miss out on the post-sale growth and income opportunities.
Don’t let new customers languish. Use this five-phase follow-up marketing plan to turn them into long-term sources of revenue, referrals and more: