I think we can all sense that we need a blend of marketing to have a successful strategy but the array of choice is a little bewildering at times. Where do we concentrate our efforts and our budget? As my last blog discussed, find it here, even major advertising agencies are struggling to get to grips with it!
A conversation I had recently turned out to be very revealing.
I have a house for sale and after recently producing a QR code (I only use the best and Delivr is just that, www.delivr.com) for an estate agent (realtor to some of you!) I decided to give him the business.
We talked about how to market the property, of course his website supported by his iPhone app and facebook page plus QR codes and NFC chips would be important as would the listing nationally on the property website wwwrightmove.co.uk. Rightmove (www.rightmove.co.uk) is especially important as, in effect, it supplies SEO data back that allows the seller and his agent to gauge how well the marketing is going and whether the price will be attained without a long period of being on the market. By knowing ones share of available traffic, buyer interest can be accurately measured.
What about “real world” marketing I asked? For example, sale board and press advertising. I was told a board is always useful as neighbours chat and the word spreads in the area. Press advertising however was described as next to useless! “Hadn’t sold a property from it in months”!! Which was strange because I see the agents press ad every week!
So, I asked, why do it? After some discussion it became apparent that press marketing was essential to promote the agent not to buyers but to potential sellers. First rule of being a property agent is have properties to sell.
Essentially it has become, in the property arena, a brand awareness tool, not a selling tool.
So for this company, it finds it’s buyers in the virtual world via internet search but finds its customers in the real world via traditional marketing methods, press and outdoor signs.
This is the quintessential example of a modern marketing mix. It is an holistic approach that treats the buying and selling elements differently and achieves success by playing on the key strengths of different media – Internet for is for search and press and outdoor is for brand awareness. The company has to do both well to survive and prosper, neither old nor new media alone can make it a successful company.
No charts and graphs to ponder over but please try scanning this QR code with your smartphone and see an agent grasping everything that technology can offer! For those without a smartphone check out www.bradshawhenderson.com
See you next time!