The YOU Factor – Technology, Marketing and Branding 2.0

You’re NOT Marketing… How to STOP Advertising and Start Marketing? June 30, 2008

So, I’m driving down the road today and had to take a picture of this. Why? Because it reminded me of how so many companies (not just real estate companies) approach their marketing efforts… Even more so, it made me think about how many people, (and industries), don’t know the difference between ADVERTISING and MARKETING.

Are you investing in Real Estate MARKETING or Real Estate ADVERTISING?

Advertising: The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.

Marketing: The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.

– Quick Test – Based on the definitions above, categorize the following real estate “marketing” efforts:

• Just Listed Postcards – ___ (Advertising) ___ (Marketing)
• Email Drip Campaigns – ___ (Advertising) ___ (Marketing)
• Direct Mail Campaigns – ___ (Advertising) ___ (Marketing)
• Online Banner Ads – ___ (Advertising) ___ (Marketing)
• Farming a Neighborhood – ___ (Advertising) ___ (Marketing)
• FSBO’s and Expireds – ___ (Advertising) ___ (Marketing)
• Informercials – ___ (Advertising) ___ (Marketing)
• Grocery Carts ___ (Advertising) ___ (Marketing)
• Cold Calls – ___ (Advertising) ___ (Marketing)
• Agent Websites – ___ (Advertising) ___ (Marketing)

I could go on, but I think you get the idea. Here’s a newsflash though… ALL OF THESE ARE FORMS OF ADVERTISING BUT DON’T HAVE TO BE!

So, how could we turn some of these “Advertising” efforts into “Marketing” campaign?

Just Listed Postcard to renters featuring a property suited for First Time Buyers – Marketing

Email Campaigns focusing on things to do in your town, or information specific to their buying needs

Direct Mail Campaigns focusing on the psychographics of your database (See Understanding Your Clients Post Here)

Farming a Neighborhood and sending them to a website like the one of my past agents developed www.510werie.com

FSBO’s and Expireds can benefit from the information and help you can provide to them (80% of them will sign with a Realtor, 70% will sign with the first Realtor they talk to, and they’ll probably use you on the buy side if they like you and feel you helped them)

And the list goes on…

It’s time to innovate, and bring yourself and emotion into the equation. By reading, living, and incorporating the true definition of MARKETING listed above, you will be taking the first steps forward into a new level of business.

Matt Dollinger