Email: TheMarketingCoach@PrimetimePromotions.ca

99% Of The Time, One-Time Mailers Or Ads Are A Waste Of Money And Effort   Recently an agent I know spent several hundred dollars doing a mailer to promote their services . Unfortunately, they did not get any calls or other inquiries from the mailer. Needless to say they were very disappointed.  As a Marketing coach I hear this comment from real estate agents all the time “I tried it once and it didn’t work”. Folks, please listen to me carefully. There are many elements that influence the success of a mailing or print advertising campaign. But if you plan on only conducting your marketing activity once, and expecting remarkable success, you are fooling yourself and setting your business up for failure. This is a major mistake that too many agents make. They implement a marketing tactic for the first time, they don’t get the results they expected and they falsely conclude that the tactic doesn’t work. Why do you think you see the same ads over and over again on TV? Because those companies understand the critical role repetition plays in getting their marketing message out to their target market. If you’re planning a marketing activity like a mailer or running a print ad and you don’t have the financial or manpower resources to repeat it consistently, don’t bother doing it. One time mailers or ads are usually a waste of your time, money and effort. Here are a two points to consider. Just because you are promoting your services, doesn’t mean your target market is ready to buy or sell. At any given time the vast majority of your target market is not ready sell or buy. In most cases people do business with agents they like and trust. How do you get people to like and trust you if you are only communicating your marketing message once? That’s like asking someone to marry you after only one date and expecting them to say yes. Repetition of your marketing message is crucial. You need to adopt a 2 step advertising approach. Step #1- you offer something for FREE to your target market that you know they want and value.  For example, FREE report by mail or e-mail, a seminar or an educational CD. You encourage them to contact you to get it or visit your web site to sign up to get. Your objective here is to get people to identify themselves as prospects and capture their contact information. In step #2 you put their contact information in some kind of database that allows you to start communicating your marketing message to them in a consistent, repetitive way. In marketing terms we call it “Drip Marketing”.  Your objective here is to start developing a trusting relationship with your prospects. This step is where you begin to convert your prospects to paying customers or clients. So the next time you’re tempted to do one-time or one-shot mailing or advertising, DON’T! Because you will end up wasting your money and all you’ll achieve is disappointment. I invite you to email me your comments and feedback on all of my articles or call me to find out how my product and services can help you find and attract new buyers and sellers. ___________________________________________________________ Author: Kevin Toney is “The Marketing Coach”. Kevin coaches Real Estate Agents on how to find and attract sellers and buyers, increase repeat business and generate a steady flow of referrals. Call 204-783-6342 for your FREE over the phone Coaching. ____________________________________________________________ Did You Know? Did you know that Colgate toothpaste had major issues initially marketing their product in Spanish speaking countries, because in Spanish Colgate translates into the command; “go hang yourself ” Just For Laughs                                  www.MarketingForRealtors.ca