Who’s Making Money?
February 07, 2011 at 11:32 AM
The 2011 Okanagan new home selling season is quickly approaching and the advertisers are smelling blood. I swear the only ones making any money in the new home market in the past couple of years have been the newspapers and indirectly in some cases, media companies and printers. Have you done a cost/efficiency ratio between how much you spent in advertising dollars and sales?
Although there will always be traditional lead generation methodologies ie: ads, direct mail and signage, the consumer has become more savvy. There is a requirement to keep up with consumer in terms of their shopping habits. Real estate prospects still come out to presentation centres and model homes but chances are that they’ve done some research on the web-site prior to. What is drawing these people to the web-site to make them come to your presentation centres? Is it traditional advertising, signage, direct mail? Perhaps. Chances are that there is a significant correlation between the successes of your marketing efforts to unique and creative messaging. Is social media part of your campaign? If it isn’t, it ought to be – where else can you spend minimal dollars (except for human resources perhaps) to get the consumer to work for you exponentially? Have you thought about doing a You Tube viral campaign? Instead of paying the newspapers to run a boring ad, have the newspapers report on a viral story for free. Chances are if you use social media strategically, your cost/efficiency ratios will become higher
If you are implementing traditional marketing techniques, make sure it has the following: a unique selling offer, is better than the competitions, has a “hook” to lure the consumer to your presentation centre and is for a limited time duration. Marketing campaigns get stale really quickly. To take your campaign to another level, have a strategy to incorporate various forms of social media – get the consumer involved, you’ll find your marketing dollars will go further.
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