PROView - November 2007 - (Page 12)

website is updated frequently and kept fresh with important and timely information. Beyond the incentive to have visitors come to your website, make sure your website is equipped to obtain leads. More importantly, you should set a process in motion on how any leads quickly are brought to your attention so that you can follow up and “incubate” those leads into prospective customers. There are a number of ways to enhance the way you follow up on leads with today’s technology – now is the time to look at what is available to you and add them to the list of action items to employ during the next year. Referral Marketing The power of referrals cannot be understated. In your playbook for next year, you should outline what you will do to nurture any relationships you may have with outside companies and individuals typically referred to as inﬂuencers. You probably have a referral list of your own for various services – now is the time to make sure your business is on similar lists as well. Start listing the various referral sources you currently have, which ones you would like to add in order to reach your target audience, and what activities you will undertake to form a referral relationship. It may be as simple as monthly phone calls or emails – whatever your method is, it should be scheduled and enforced consistently in order to have the impact you seek. Media Relations Marketing is often quite expensive. One strategic approach doesn’t cost anything, or at least not much; you may consider writing an article with educational information which you then ask to have included in your local publications. Do you have any speciﬁc knowledge that a local television station would look for when working on a story? Chances are they may be interested in speaking with you – you need to let them know you exist and would be interested in providing your knowledge. Scan your marketplace monthly to see what forces are at play (currently commentary on foreclosures and short sales are highly sought after) in order to devise what you can do in order to gain media attention for yourself based on the knowledge and information you can share with a greater audience than you typically would reach on a limited budget. A Word about Integrated Marketing Once you have put together a list of the activities you plan to implement next year, make sure they run concurrently and are coordinated. On average it may take up to seven times of repetitive marketing messages until someone responds. An ad in the paper, a newsletter article, signs in a neighborhood, your business card at a little league fundraiser, and a postcard mailed monthly – that’s how you build repetition and that’s essentially the meaning of integrated marketing. Also, think of a prospective buyer who sees your ad in the newsletter, visits your website and ﬁnally emails you for additional information – your niche, brand and other marketing messages should be the same whatever marketing vehicle you use. I Have a Plan – Now What? Your marketing plan is only as powerful as the manner in which it’s implemented. It goes without saying that you should budget your marketing eﬀorts in great detail to make sure your eﬀorts will cover the entire year. While a marketing plan serves as your guiding light through the year, it should also remain ﬂexible in anticipation of any changes in your business or your marketplace. Developing a marketing plan will take some time out of your busy schedule but by investing in marketing planning you will enhance the likelihood of reaching your goals. As you venture out on your journey to your desired destination, remember you are creating your own future by what you plan and do. 12 PINELLAS REALTOR® ORGANIZATION November / December 2007

Table of Contents Feed for the Digital Edition of PROView - November 2007

PROView - November 2007 Contents Chairman’s Notes: My Year in Review The Long View: The Long View Waiting Room: Waiting Room Brokerage Design: Protecting Your “Rep” On The Internet Feature: Charting the Course for Next Year: Building Your Marketing Plan ProActive: 2008 RPAC Fundraising Chair ProActive: Legislature Sends New Property Tax Reform Ammendment to Voters Marketing: Twelve Step Plan to Make You Feel Better About this Market Finance: Year-End Tax Season Preparation What is RPAC? 2007 RPAC Donor Appreciation Marketplace Analysis Home Sales Report MLS Update MLS Mind Your Manners Your 2008 Memebrship Dues Upcoming Events Calendar of Events & Programs: November / December PROBIZ: IDX Welcome: New PRO Members and Affiliates

PROView - November 2007

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