Page 20 - Training Manual Port City Realty Updated

How to Make the Most of Your Marketing Dollars...
HOT: Direct Mail. They say everything old is new again and direct response mail is
certainly enjoying a resurgence.
Make it target specific. Match your message to your market segment to increase your response rate. For example, send first time home buying tips to renters, short sale information to areas that have a high percentage of distressed homeowners, etc.
Don’t forget consumers are really interested in what THEY are interested in. Just remember that most people subscribe to the What’s In It For Me channel. So, if you want to be read/heard/noticed or asked to do business with consumers in today’s market, you need to speak their language and give them what they want.
Some of the top WIIFM channels to feature in your marketing today:
* What are short sales and how do they affect my family? This hot topic has a lot of people talking and a lot of people who either themselves need help or know someone who does. Best practices state taking an indirect approach to this question. In other words instead of “Are YOU facing foreclosure?” try “If you know anyone who needs help...”
* How much is my home worth? Again, our economy has left a lot of people with a lot of questions and feeling anxious about their real estate investment. Offer a free home price analysis. Show consumers what their home will sell for now and where they can go to learn when they can start to see their home value climb again—a great reason to stay in touch with you!
DO NOT send out marketing pieces that are all about you, your accomplishments, your goals, your life. While harsh to say, it’s true that consumers want to hear about the issues that matter most to them more than how many awards you’ve received. It’s wonderful to be accomplished, and there is a time and place for that in your relationship building, but right out of the shoot, people want to know