Recently, I had the opportunity to visit Australia’s
bush country. If you haven’t been there, picture
expansive grasslands and woods full of blue gum
and eucalyptus trees. Next, envision me tromping (well, lightly) through the bush, hoping to spy
a few resident kangaroos and koalas. Our guide’s
advice? Search for what may otherwise seem invisible. Look for the blob—it’s likely you’ve just
spotted a koala, lying low under the leaves, in the
The same is true when we’re marketing our
companies. When you’re working on your 2017
plan, it pays to keep a sharp eye on what will impact your marketing the most. Give these three
tactics a try back in your office.
LOOK FOR WHAT’S HIDDEN
Often, our best marketing tools and resources are
hiding in plain sight. Over lunch with a colleague
not long ago, he mentioned that one of his senior
executives is taking over the helm as president of a
national association similar to IREM. This is not
only a great honor for the individual, but it could
be absolutely superb marketing for the company.
When your team members take on a stellar role in
an association or in their community, don’t miss
out on the opportunity to connect, influence, educate and inform your customers, employees and
industry colleagues. Start now.
FIND THE TRANSPARENCY
My former boss and mentor always said that real
estate is a handshake kind of business. When
you’re working on techniques to market your
company next year, think about how you can ex-
tend that handshake—and your credibility. Our
customers can read us like a book; if we aren’t
transparent, relatable and credible, it shows right
through. Likewise, sometimes we assume we know
what our customers want, only to be surprised
when we don’t. Letting your customers tell you
what they want can make all the difference in your
LOOK FOR WHAT’S UNIQUE
When your firm is growing, it can be challenging
to overcome potential reputation-busters that may
affect your customer service and, ultimately, your
clients. Think about how a change in managers
or a new accounting system can make things topsy-turvy. And sometimes, our competitors willingly take advantage of any perceived change and
spin it sideways, leading our clients to consider alternate solutions.
What’s the fix? Now’s the time to take the opportunity to spin this story around. If your firm
is the first in your market area to implement a
new accounting system or take on a new or more
complex property type, that’s information worth
highlighting and what will differentiate your firm.
That’s what sells.
Figuring out next year’s marketing plan? Let
your sweet spot be your guide.
3 WAYS TO CAPITALIZE
CPM, ( SALTER@
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FOR ASSOCIA IN
SANTA ANA, CALIF.
IS ALSO THE