What's in Your Marketing Plan?

In this Guide

• Buyer's Guide: Marketing Products for 2008
• Marketing Products Directory
• Marketing E-mail Dos and Dont's

A well-defined marketing strategy addresses the image you want to project, your target audience, and the best means for reaching them. It’s a multi-faceted undertaking that can encompass any or all of the following:

Direct mail: Effective for getting your name out there, but measure the costs/benefits against other outreach methods. The most compelling pieces catch the attention of people already thinking real estate — FSBOs, expired listings, or prospective sellers — or have a look and message with staying power.

Cold calling: This was once a routine form of prospecting but now if you're not careful, you might break the law and be subject to potential fines if calling someone on the Do Not Call Registry. If you want to still call, make sure to check your state or federal registry before dialing.

Signs: Signs, in all forms, can have a big impact. Use every opportunity for signs: in the yard, on your car, and, when affordable, in a highly visible location.

Newsprint: The value of print advertising for promoting listings has diminished as more people head online in their search for property. Nevertheless, ads in newspapers or magazines can still be an important promotional and brand-building medium.

Broadcast media: Radio and TV are expensive, which limits their use to company and corporate branding. But a local cable real estate classified can be an effective tool for promoting distinctive properties.

E-mail: This can be a powerful form of communication and marketing tool — provided recipients want to hear from you. A drip mail campaign automates a long-term strategy to keep your name before clients and prospects. E-mail delivery of property flyers is an efficient and economical way to promote listings.

Text messaging: This can be an efficient solution for disseminating property information quickly via text message. Like e-mail, use this with only those who submit a request or have expressed an interest in hearing from you.

Your Web site: Everything you put out — business cards to brochures to billboard ads — should refer people to your Web site. Make your best case there of what you have to offer, and why you are best to represent that buyer or seller.