Marketing Works Today

Integrated Digital Marketing & PR Consulting from Brown Ltd.

Real Estate Marketing That Is Working Right Now

Before I explain the marketing mix that has worked for me in the last few years of a disaster market, you must understand that the fundamentals of real estate sales are still the best marketing: price and location

If the property is in a place people really want to live, work, and play – and it’s priced right, then this marketing mix will work right now.

First you have to find the customer types (profile them) that fit that location, price, and situation. Who has bought recently? What are their demographics and psychographics?  What type of person was the best customer? 

This info will help target your mix.

Events drive this success.  That’s the key to getting traffic and sales.  Instead of having a “Grand Opening of Sales,” “Grand Opening of Models,” or an “Open House” — have a “Family Fun Day,” “Meet the Local Community,” or “Join us for a Taste of the Town.”

I don’t mean spending lavishly.  For Family Fun Day we’re talking about a bounce house, face painter, a few games, and an iPod with speakers.  For the other events, cooperate with charities, local schools, and local restaurants to get them to participate and share the cost and effort.

Then promote the event with this mix:
– News Releases
(not necessarily to the press – go to your email list and websites)
– Web Promotion (news, community, and real estate sites)
– Radio Advertising (stations that match your demographics – Don’t bother with a remote. I’ve never had them work for real estate.)
– E-blast Newsletters
– Direct Mail Newsletter Postcards
– a special kind of direct mail that works better than all others (target demographics)
– Search Engine Marketing (SEM)
– Social Networking (Social Media Marketing, SMM)

All must be highly targeted at your top purchasing demographics and done as a campaign – not a series of unconnected media activity. It works right now!

There is no magic bullet. You have to promote for weeks ahead of your event and for weeks or months following it. When traffic starts to drop, have another event.  It’s a marathon, not a sprint!

For new home sales, in the last couple of years, I’ve had over 1,700, 1,800, and 1,900 attend for 3 different communities and events.  That’s a lot of people during a recession.  Sales were strong considering the market with over $91 million in revenue.

For re-sales, get a group of sellers and agents to cooperate in a master planned community or neighborhood to promote the inventory together with these low-cost events and the marketing mix outlined.  You will all benefit together.

What has worked for you?  Your thoughts?

Filed under: Advertising, Traffic, , , , , , , , , , , , , ,

14 Secrets of Web Lead Generation that Converts to Sales

Social Networking is the latest craze; and, with other relevant websites and qualified email addresses, you can get leads and convert them into a sale.

However, belonging to social networks because you know that you need to be on them for business isn’t enough to get results. You have to do more. Here’s how:

LinkedIn is a Must Have for Social Networking. Most of my biggest deals and all of the empolyees I've hired lately have come from LinkedIn relationships.

1. Join (at least) these general Social Networking sites: LinkedIn, Facebook, Twitter.

2. Join all the specific professional groups and CUSTOMER groups that are your business targets on Social Network sites and other content relevant websites. Keyword searches will help you find them.

3. Join Press Release sites, content relevant Forums, and search Google and Yahoo Directories for topic relevant sites that allow you to add content.

4. Make sure you complete your profile on all sites if they offer it, including your picture. If a big ol’ ugly guy like me does it, you should too. Visitors don’t like dealing with a logo or some goofy art. Use your picture!

5. Write content that is helpful to the group. Be specific about tips and tricks. Think: What is the best thing I can tell this group TODAY.

6. Write once, publish many. Write complete content so it can be used in many places, including press release sites. Copy the portion that is relevant to each group, forum, or site and publish.

7. Include your contact info, website, and/ or blog on every post. You would be amazed how many people forget to do this.

8. Follow up on every comment to your post… at least a thank you but hopefully more to keep the conversation and idea generation going! Over 10 comments gets double the readership. If you find that a significant influencer is commenting on your post, find out their snail-mail address and SEND A HAND-WRITTEN THANK-YOU CARD IN THE REGULAR MAIL! That’s a touch most don’t think of.

9. Make friend requests with people that make comments that have good input and add value. Send a private email to them thanking them for their comment(s). 80% will connect with you. Now you’re building a QUALIFIED LIST. Only accept friend requests that are qualified.

10. Make comments on other group member’s topics. Add value, good ideas, and compliment / thank the discussion starter. Don’t try to sell anything. Only put your name, website, and/or blog.

11. Ask interesting and thought provoking questions for posts. Shake them up! Be a thought leader! Moderate the discussion.

12. If the site has the capability to do surveys, build an interesting survey. Then publish the results in the group AND outside on relevant websites and via email to contacts that would be interested.

13. You MUST answer comments FAST. If you have a qualified lead on the web, you have to answer them immediately! Not 24 hours. Not Monday. Now! For real estate sales webleads, I gave the sales staff 15 minutes! Customers that come from web leads expect instant response. Let it go for hours and they have moved on. Get a smart phone so you can stay connected…. whatever you have to do to capture, be helpful, and convert that lead FAST.

14. This is a three-step process. First you add value. Then you soft-sell your business and gather qualified leads. Finally, you convert leads that make requests.

Remember, not everyone will “buy” but many will and almost all will appreciate the value you add and how fast you do it. They will provide referrals.

Stay tuned for the next article on Secrets of Web Ad Generation that Converts to Sales. I’ll explain what kinds of web ads work and why.

Filed under: Lead Generation, , , , , , , , , , , , , , , , ,

Marketing Works Today

This blog is to help you learn how to connect with customers. The goal is to show you how to get the most qualified leads, traffic, relationships, and sales for the lowest cost/customer. I'll write and aggregate content that relates to the goal. You're welcome to subscribe, comment, and post. Send me your news tips!

What’s In A Title?

I've had a lot of titles [Director of Marketing, Communications Director, Advertising Director, Multimedia Producer, Managing Editor, Reporter, Copywriter]; but, I approach every project as a digital producer... what does the audience need and how can I deliver it most effectively and for the lowest cost?

Sometimes I write with pictures or video, sometimes with words. I always keep the goal in mind: sales, leads, traffic, a better brand image or awareness, or just a really good story, etc.

Yeah I create content for money. But you'll see from my background that I'm way better at making money for others than I am for myself.

I wish I had 1%. I'd be surfing with my kids all the time now.

Contact me and I'll make some for you.

Mike Brown
www.BrownLtd.com
MikeBrown@BrownLtd.com

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I have 8 years experience setting up, writing, and managing small business and simple product campaigns ($100/week Google Adwords) and large business campaigns with multiple divisions and product lines (up to $20,000/week in Google Adwords – more than $1.1 billion in annual sales). Contact me to create your campaign! MikeBrown@BrownLtd.com

R. Michael Brown
Marketing Consultant, Public Relations Consultant, Freelance Writer: West Palm Beach, Florida

"I help organizations increase sales, and pump up the value of their brand, using media, for the lowest cost per customer."

Digital Marketing and Public Relations consultant, writer, and producer with over 20 years experience launching brands like DiVosta Homes, IBM Multimedia, Nextel, Motorola business and government sector, and SunFest Jazz Festival.

MikeBrown@BrownLtd.com
561-756-1674

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