3 Objectives of Marketing

Visibility – Lead Generation – Client Base Development

In that order.

First rule of Marketing:  Be Visible! Which means to be seen . . . frequently.  In real estate we do that largely with signs: For Sale Signs (listings!), directional signs, open house signs, Blitz Signs, Car Wraps, Billboards, Bus Benches, office signage.  You are visible when you hear the magic words:  ‘I see your signs everywhere.’

However:  Visibility can be accomplished in other ways as well.  Richard Cricchio (whose office is on an ISLAND, which is a pertinent detail) has used a weekly radio show for the past 9 years to boost his visibility.  Maria Powell and Michelle Morgan have become active on local television to be more visible.  Kim Zelena and Kimber Regan have used community involvement and charity events to increase their visibility.  Julie Wright is deeply into her Chamber of Commerce.

Lead Generation is all about Targeting, which means honing in on the people most likely to need your services in the future.  Lead generation might take the form of direct mail or door hanger distribution.  It used to take the form of newspaper and homes magazine advertising (and still may in some cases).  Increasingly, lead generation is about maximizing your web presence . . . essentially being electronically VISIBLE and easily found online.

Many of our folks are generating leads by optimizing their Help-U-Sell websites.  Good News:  if you haven’t done that yet, call Tony – he’ll help you.  Others are pulling them in regularly via premiere agent programs at Zillow, Trulia  and Realtor.com.  Robin Rowland is using Facebook to create new business.  Maurine Grisso has 5 websites (and counting), each targeting a different segment of the market.

Client Base Development means we look backward as often as we look forward.  As we move contacts to contracts and closings, we move those clients back into our cache of fans.  We cultivate the relationship with regular meaningful contact.  We seek and get their help in further developing our business.  You are doing client base development right when you have former clients functioning as advocates in the field for your service.

Rather than single out anyone doing a good job of client base development I’d simply congratulate all Help-U-Sell brokers.  Truth is:  nobody is making it through the tough market of the past several years without the help of a strong client base.  No matter how many leads you are developing, the power of a personal referral will almost always be your best option for doing business.

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