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A Common Marketing Problem
Avoiding a common pitfall in your marketing strategy
By Craig Moore
VP of Sales, AgentExcel
A common problem among real estate agents and their marketing attempts are that they hear about different marketing strategies from a medley of sources and then they try to implement them all into their overall advertising campaign. As with houses colors are very important , you may have heard that colors Blue & Brown elicits trust & honesty, Red encourages feelings of wealth, luck and confidence, whereas too much blue can encourage feelings that discourage action and Red can create feelings of danger. You may have heard that a good site needs Flash or Java and that you need a blog. What ends up happening is that your message gets lost in the translation; it is like writing a book, one chapter at a time but in a random order.
Buyers and Sellers won’t remember agents that are one of the crowd. When you decide on a focused marketing campaign or theme for you, it’s important that you maintain a high level of consistency across the entire campaign. Everything associated with your business should have a common theme or feeling to it sometimes referred to as a brand.. When you look at marketing for IBM, the color blue always features prominently and the same is true for Starbuck’s green theme.
Be consistent not only in the look and style of your various real estate marketing materials, but also in your ad message. What is it about you as a real estate professional that you want to emphasize? What is it that you want people to know about you and your offerings? This consistency should be maintained across everything: business cards, letterhead, envelopes, website, email, print and newspaper ads.
By being as consistent as possible, you will have a much better chance at establishing your brand in the marketplace. Can you imagine how memorable McDonalds would be if every restaurant had a different color scheme or if certain Nike advertisements lacked the swoosh altogether?