WHAT'S YOUR MARKETING STYLE?

One-on-One Interactive Hits the Mark

You certainly are not alone if you are finding that your local advertising just is not working like it used to or like you want it to. There is, in fact, a lot of evidence that mass marketing has lost much of its effectiveness still some uses for mass marketing but the marketing style that is most effective these days is interactive, one-on-one marketing. Since that is the kind of marketing your customers respond to, that is the kind of marketing you need to be using.

WHAT IS ONE-ON-ONE MARKETING?

At the highest level, one-on-one marketing occurs when you are talking to a prospective customer in person or on the phone. There is give and take. You discover what your customer wants and needs and respond accordingly. In other words, one-on-one marketing is a dialogue and your audience is actively involved. The trick is getting to that point, right?

ONE-ON-ONE ONLINE

On a Website, one-on-one marketing must be carefully planned and developed ahead of time. It is interactive in nature, which means that customers receive a customized response. For example, let’s say that you have an interactive section on your Website that promises to give visitors personalized advice on the best type of home loan for their particular needs. The Web page will ask targeted questions with multiple-choice answers. After answering several questions, the visitor clicks a button and immediately receives important information about the best loan options for their particular situation. If they change their answers, they get a different recommendation from your Website. Want to see an example? Visit http://www.sellrealestate.net
/coordinatemarketing.asp and find out if your marketing is well coordinated.

Target Marketing for Good Results

Let’s imagine that you are in possession of 100 well-priced baby strollers and you want to sell them quickly. If you could buy a list of pregnant women and send them sales information you would be targeting your marketing. In other words, you target your message to the people most likely to be interested. Targeted messages allow you to focus on the customer rather than on yourself or your company.

TARGETING SELLERS

Agents and brokers who target the for sale by owner market and the expired listing market are much better served with targeted marketing as opposed to mass marketing strategies. Using mass marketing techniques the real estate professional might rely on print ads or media announcements to attract FSBOs and Expired but that would be mighty pricey. Buying a list of FSBOs and identifying expired listings through the MLS would give you a highly targeted list. But once you have your list, what are you going to do with it?

MAKING THE MOST OF YOUR TARGET

Remember, you want to get to the level of one-on-one marketing so you might develop an irresistible offer on your Website and let your target audience know about it. You might offer FSBOs free advertising on your Website. You might set it up so the FSBO can go to your site and enter the information himself. When a FSBO takes you up on your offer you can call them and NOW you are engaged in one-on-one marketing. FSBOs are a pretty easy example to explain how the transition from targeted to one-on-one marketing occurs but the same process is possible and is effective for all types of markets including buyers, investors, luxury seller, etc. If you would like to have a completely FREE Plan for making your Website and your marketing highly effective, visit me online at http://www.sellrealestate.net/FreeWebPlan.asp.

Mass Marketing on the Decline

Mass marketing is the most generalized type of marketing and the least effective. Examples of mass marketing are all around us simply because so many advertisers are used to seeing mass marketing and they do not know how to do anything else. TV commercials generally appeal to the mass markets. The thrust of the TV commercial is to demonstrate product benefits to anybody who happens to be watching. It is a company driven message delivered to a passive audience.

MASS MARKETING ONLINE

You might think that anyone savvy enough to have a Website would be savvy enough to steer clear of mass marketing, but remember, most people are more used to mass marketing than they are to any form of targeted or one-on-one advertising. For this reasons you see a lot of template Websites that are so generic they are actually boring. Other mass marketing examples are Web pages that are nothing more than pages of text explaining the benefits to anyone who has the time and / or the inclination to read online. Very few people do read much online so you can see what a waste this is.

MASS MARKETING HAS ITS USES

Sometimes mass marketing can be used effectively to drive prospects to your Website. Once there, a Website that utilizes targeted and interactive marketing can lead to one-on-one marketing, which is where you want to be. In order for mass marketing techniques to work, however, you have to have some pretty compelling information on your Website so that your advertising actually cuts through the noise of mass marketing. For help switching from mass marketing to interactive, one-on-one marketing call me toll free at 888-814-5347. I’ll help you work out a complete plan and the consultation is FREE.