Common Mistakes to Avoid in Marketing

[scroll up]

[scroll down]

Not being consistent in your mailing efforts. People hate inconsistency! Inconsistency is worse than no marketing effort at all. Realty Ease's products are designed to be mailed at intervals of four weeks. If you mail a monthly calendar, the idea is to replace the calendar of events each month. The best response is having clients looking forward to your mailings.
Make sure you use a photo that is professional, complimentary and updated. Have you ever met someone who has been sending you mailings with a photo from twenty years ago or several hairstyles back? The idea is to be recognizable! Thus when you are at a child's soccer game, at the bank, or walking around your neighborhood, your clients will know who you are. Secure a professional photo that resembles you and projects the image you want to create.
Give your mailing program enough time to generate results. It can take 8-12 mailings to create awareness. And sometimes it can take even longer to generate a response. This is NOT a short-term investment. If you are inconsistent in what you mail, change the message often or use a series of photos, you will dilute your message.
Research the area before you begin to mail. We encourage everyone to develop a people farm before they begin a geographical farm. When you decide to farm a neighborhood, do some basic research. Are homes selling in this area? Is there enough turnover to warrant a long-term investment on your part? Are the homes close enough for you to be in the area on a weekly basis? Do you really like the homes?
Keep your database current. Your database is your business. If you don't have a database, you don't have a business.
Plan your budget correctly from the beginning. Do not start a mailing list of 1,000 addresses unless you can commit to this investment for at least 18 months. You do not want to mail to 1,000 for 12 months then drop down to 500. This is the same as throwing marketing dollars away just at the time you should see a result. If you must begin with 500 addresses and know that you can always add to the mailing. Make sure your quantity is one you can maintain over time.
Be prepared to invest in your own business. How many companies could start up and run for a couple years without investing in an advertising/marketing strategy? Your real estate business is YOUR business and it requires capital. Do not rely on your real estate company to promote you.