2 Steps to Great Marketing
The biggest mistake I see with the marketing in our industry is that people OVERCOMPLICATE their marketing. Today, I want to simplify.
There are just 2 questions you need to ask yourself…
-What is my message?
-How do I get my message out there?
See how simple that is? Let's look a bit closer at each:
Step One: MESSAGE
If you can't describe your company in one sentence, then you don’t have a clear message. Try it. The majority of you will not be able to do it. In order to get the clearest message, you need to think about the one thing that differentiates you from everyone else. I can name about 100 builders who have the tagline, "Welcome home." No one will ever "own" that. If you think that’s your message, then you need a new one asap.
Step Two: THE MESSENGER (How to get your message out there)
Once you have your message, you need to determine how much you can spend on getting that message out to your audience. Some of you reading this will have significant marketing budgets and some of you will have $0. It doesn’t matter. You will still move forward the exact same way. Your "media mix" is based on who your audience is and where they spend their time. Clearly you can't target a specific audience if you do not fully understand who your buyers are. Think how the buyer thinks. If you are not going to buy one of the homes you have for sale, then it doesn’t matter what websites YOU like or what billboard YOU pass on your way home. Determining the right way to get your message out there is 100% about the consumer. If your budget is small, look at internet, social media, blogging, and eblasts. There are tons of very reasonable ways to get your message in front of a captivated audience without spending more than the builder down the street.
Its really that easy.
Here is a template of a Group Two Marketing plan. You can see which campaign or "message" you are running at any given time based on the color coding. You can also see each line item of where that message is running. There is no reason to not know exactly how much you have spent and exactly where those dollars have been spent at any point throughout the year.
Just remember, it doesn’t matter how beautiful your homes are if no one knows about them.