Going at it alone in a marketing campaign may not be the solution for everyone, especially when you are new to the world of selling and marketing. In all honesty, it is a dog eat dog world out there because the market will always remain roughly the same, and the market size, though fluctuating, will yield pretty much the same results as time goes by. Because there are hundreds and thousands and even millions of products out there in the world, and only a limited number of people buying them, the arena of marketing and selling is highly competitive and some might say, as the world becomes more and more of a global market, the direct marketing industry is becoming more and more saturated.
Small and sometimes, even medium sized companies are feeling the pinch as they are overshadowed by both the large multinational corporations and the spike of the casual marketing enthusiast operating from home, which are taking a lot of the local and international share of the pie. But all is not lost and the good thing is, selling and trading all occurs within a market model that shares an almost perfect competition (and sometimes zero value) model. This means that there are many variables that go into attracting market psychology to buy a product and simply not a means of just reaching out to them. While these variables can run into the hundreds, this article will touch on just one of the variables that you should be thinking about, which is your business list - and how direct marketing companies can help you in this area and more.
For one thing, when you do start a marketing campaign, you need to identify certain aspects. These include market, movement and money. Which market you are targeting, how it moves and how much money you are willing to pump into the campaign initially. Contracting a direct marketing company can be invaluable in giving you the edge that you need to propel your self from step 1 (struggling, sometimes disappointed, long hours) to step 10, which is you selling and succeeding. They do this in many different ways and one of the important ways that they improve your campaign is the simple methodology of research and compilation of a marketing list that has the potential (some say of more than 50%) to already buy your products.
Don't try to sell milk to the lactose intolerant – that's the mantra that most direct marketing companies live by. Sell it to the people who not only like milk, but also have a passion for it. This is the sort of list you need to give you the edge in your campaign. Once you have the amount of names you need of people willing to look at your product, you have a higher chance of you creating sales leads and making the actual sale. It can seem more precious than gold sometimes. This is how direct marketing companies can help you and your business grow.
Direct Marketing Companies In
Many are beginning to see the powerful impact of direct marketing on their brokerage business. Instead of relying on a simple MLS listing and a listing in the newspaper or magazine, successful brokers are creating a pool of buyers they can showcase their properties to. With a pool of buyers already available, the broker can pick and choose the properties he or she puts under the listing according to the criteria of the buyers or end users. Most investors purchase far more than a single property and are on the lookout for properties all the time.
Let's review a few direct marketing techniques that can greatly increase the amount of properties you can sell and increase the speed in which they are sold. Stop relying on old techniques and start o think more progressively. Your bank account will be happy that you did.
There are three items that you need to implement this direct marketing technique:
1.A website
2.A newsletter
3.A buyer's list
Many brokers have a website, but it is purely informational- the location, a biography, and the properties that are listed for sale. There might be a contact section for an interested investor to get more information about a property. Direct marketing on the internet is the easiest, cheapest way to collect great contacts and build a profitable list.
Transform your website into a list builder by creating a weekly, bi-weekly or monthly newsletter filled with valuable information for a buyer- purchaser, end-user, or whoever else you may be looking to attract to your list. You are a wealth of knowledge about your specific location, market, purchasing techniques etc. Take what is in your head and provide valuable information to those who visit the site.
Now, the visitor does not get this information for free, however. They must opt-in or sign-up for the newsletter by giving you their first name, primary email and even phone number. When they sign-up for the newsletter, you now have a hot contact! The more people who opt-in to the newsletter, the larger your list becomes.
Now that you have these people's contact information, you can send automated, extremely personal emails asking for their interests, criteria in commercial properties, what projects they most like to work on, and if they are looking for anything in particular.
You can get to know each person on your list and find properties according to their criteria. Here you have a buyer's list that is showing interest in purchasing specific types of properties that you find. If you pick up a property, all you have to do is send it out to the people you think would be most interested. Keep your list happy, especially those who purchase from you. These people are your goldmine and will continue to purchase properties if you pay attention, listen to what they want, find suitable properties, and provide exceptional customer service.
Sure this is more work than waiting for a buyer to present himself to your office, but a thousand times more profitable!
With this simple and effective direct marketing technique, you will be able to increase the number of properties on your listing, and both your sellers and buyers will be pleased. This equation equals success and for all parties involved.
Direct marketing in the commercial real estate industry is extremely powerful. There are many additional tools and techniques you can use to increase the profitability of your brokerage business. Extend these tools and techniques to your agents so your entire firm is far more profitable and effective.
If you are willing to put in that initial effort, you can see your list grow very quickly and maintain over time. Do not limit yourself to the possibilities direct marketing can have on your business. It can have a life changing impact- see what it can do for you.
Both Chris Burns & Tony Seruga, Yolanda Seruga And Yolanda Bishop are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
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