Marketing by DesignPosted by Chris Pollinger
Most of our marketing efforts as an industry have been a series of trial and error decisions, made on a reactionary basis at the hands of a professional salesperson trying to extol the benefits of their wares. It has had very little root in systematic evaluation or factual data. We have been sold that “we have to get our name out there” and taken to the cleaners by affiliate industries that have made a fortune by taking advantage of our naivety.
As a master at your craft, you recognize that you need to run your business on fact, not emotion. It is not only helpful, but absolutely essential to take an honest look at what you are doing, why you are doing it and what you expect at the end of the day. The days of slinging mud on the wall and seeing what sticks are over, and guessing what will be effective will be reserved for those who represent the 90% of the industry that scrounges for 10% of the business.
What do you do that sets you apart? What makes you different? What ROI (return on investment) do you demand or expect from your marketing and advertising programs? Does every piece of marketing material reinforce your brand? Does every piece answer a need or offer a solution to a problem that the prospect has? Do you have a marketing plan or is it piece meal?
What are you expecting as we turn the corner into this next year? Expect the best and if you don’t know how to get it by all means have someone, whether it be another agent, your broker or a coach help take some of the guesswork out of this crazy business.
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