... continued from "Learn Marketing That Gets A Response!"
Own Your Market
Answer these types of questions and you'll own your market.
Direct response marketing is the greatest kept marketing secret for real estate professionals.
Why Do My Advertising Reps Like Institutional Advertising?
You can hold them responsible for zero results. If an ad campaign doesn't increase your market share they blame it on one of the following:
A. The Market ...
B. The Publication ...
C. The Timing ...
D. Or they tell you that you need to run these ads
that didn't work over and over again and
suddenly they will work ...
Advertising agencies and local newspapers are often interested in winning advertising awards. The advertising field gives awards based on creativity not results. Many ads that have won awards never produced any profits for their owners. Advertising is meant to do one thing and one thing only:
To Get More Clients
Really big businesses can survive with Institutional Advertising like Coca-cola or McDonalds uses. They can afford long-term advertising that creates awareness for their products. Of course they used savvy direct response strategies also like coupons or sales and joint ventures and tons of other methods besides just institutional advertising. If they didn't they'd go broke.
You probably don't have the option of this strategy. You can't afford to waste marketing dollars on ads that don't pull in immediate business while also building long term business.
Here are some guidelines for your marketing:
