The Internet has certainly changed nearly everything we ever knew about marketing … but not everything. Today I want to talk about something that many of you already know, but few actually practice: The art of carving out a market niche. In today’s information-overloaded world, if you say three things you’ve said nothing. The ability to focus your message has always been a marketing recipe for success. The sharper your marketing arrow is the deeper it will pierce. Continue Reading →
There is an increasing overlap between what we call marketing and traditional sales. The change in how buyers shop – online searches, browsing your website, talking to one another (i.e. with your current residents and other prospects) on social channels – requires that you begin ‘selling’ before you ever have the chance to speak in person to a prospect.
True, marketing has always been (or at least should be) sales in print, but it is in that area between marketing and sales where you have the highest potential to capture the attention and hearts of your buyers. The trouble is that most builders, retailers or communities are often unaware of these online prospects, and so believe that we can’t sell to those we can’t see. Well, just because you can’t see them does not mean that they can’t see you, or that they aren’t paying keen attention to what you have to show and say.
They are there. They are watching, avidly consuming what information you give them. Give them the right message and content, delivered in the way they want to consume it, and you’ll eventually see them pull into your parking lot or picking up their phone to you to engage with you in person. Continue Reading →